Dean Greenfield
Founder & Principal Advisor — an operator who has carried real P&L responsibility across groups of companies.
A diverse team of qualified accountants and bookkeepers.
Catalyst Advisory is built around a team of three qualified accountants and two bookkeepers, led by Dean Greenfield. That depth means we can carry the full weight of a client's finance function — from day-to-day bookkeeping through to management accounts, statutory compliance and advisory work — rather than handing you a single consultant and a report.
Our work sits on the operating side of business as much as the reporting side. We get into how a business actually runs, department by department, and use the numbers to show owners where profit is genuinely being made and lost.
We work with small and mid-sized businesses across George and the Garden Route, and remotely with clients throughout South Africa.
Principles behind the practice
Operator's lens
Every recommendation is tested against the reality of running a business day to day — not just how it looks on a set of accounts.
Financial rigour
A team of qualified accountants and bookkeepers means the numbers are handled with the discipline they deserve — no hand-waving.
Hands in the work
Catalyst does not deliver a report and leave. We stay involved across departments until the improvements actually land.
Helping businesses become more profitable.
Our focus is applying skills across departments and operational areas to make businesses more profitable. In practice that means consulting, analysis and advisory work — sitting inside the operation, finding where profit is made and lost, and putting the right tools and guidance in place.
Alongside that, the team handles the essentials properly: accounting and reporting, bookkeeping, and company secretarial work — so your numbers and your statutory compliance are never the thing holding you back.
Where the fundamentals are strong, the conversation naturally turns to growth: looking at capital, structure and new opportunities or ventures. Whether you need a sharper handle on your numbers or a partner to think through the next chapter, Catalyst is built for that work.
Start a conversationLet's talk about your business.
A short, honest conversation is the best place to start. No obligation.