About

Built to be the accountant people recommend.

Andia Financial Advisory is a small practice in Watford, working with owner-managed businesses across Hertfordshire and North London.

01·The story

Why the practice exists.

After years inside larger firms, the same pattern kept repeating. Bigger companies had finance teams, monthly numbers and someone to ask. Smaller ones got a set of accounts in the post and a bill they couldn't have planned for.

The work was rarely wrong. It just arrived too late to be useful. By the time a business owner saw their profit figure, every decision that could have changed it had already been made.

Andia was set up to close that gap without the cost of an in-house finance team. We keep records current through the year, look at your position before your year end rather than after it, and stay reachable enough that a five-minute question gets a five-minute answer.

The practice grew from recommendations, and we'd like to keep it that way. It means we take on fewer clients than we could, which is the point.

02·What we hold to

Three commitments.

Continuity: You work with the same person year after year. They know your business, your history and what you're trying to do with it — so advice arrives without a briefing first.
Plain language: We explain what something means and what it costs you. If a decision is genuinely finely balanced, we'll say that too, rather than pretending to certainty we don't have.
Proportion: Not every business needs management accounts and a forecast. We recommend what's useful at your size and stage, and tell you when something isn't worth paying for yet.

03·The team

Who you'll actually deal with.

Diana Ursachi

Founder & Director

Fifteen years of other people's year ends

Diana spent her career in practice and in corporate finance before founding Andia, most recently working alongside a London chartered firm until the practice restructured in 2021.

She started Andia to work the way she always thought accountancy should be done: fewer clients, handled properly, with someone who picks up the phone. Most of the businesses she looks after came by recommendation from people she has worked with for years.

She is originally from northern Romania and now lives and works in the Watford area.

Your business partner

Director

Profile to follow

This profile is a placeholder. Send us a name, a role and a short paragraph and we'll drop it straight in.

Placeholder — awaiting details

04·Where we work

We're based in Watford and work with businesses across Watford, Rickmansworth, St Albans, Hemel Hempstead, Bushey and North London. Everything runs in the cloud, so we look after clients further afield too — but we like being close enough to meet.

Get in touch

Let's start with a conversation.

Tell us where the business is now and what's getting in the way. If we're not the right fit, we'll say so and point you somewhere better.

Book a call or call 01923 000 000