A CFO who's good on camera, finally on camera
Ledgerly makes finance software for small companies. Their co-founder Dan explains money better than anyone on the team, but he never had time to film. Now he gives us three hours a month.
Client
Ledgerly, finance software
Format
Founder-led
Platforms
Reels, Shorts, LinkedIn
Cadence
22 videos a month
The brief
Ledgerly had a blog nobody read and a LinkedIn page that posted product updates. Their best sales calls happened when Dan explained cash flow in plain words, so the brief was simple: get that on camera, every week, without taking Dan out of his job.
Two earlier tries had stalled. An agency wrote scripts Dan didn't sound like, and a freelancer needed two days of his time for six videos. The test for us was simple: if it took more than a morning a month, it wouldn't last.
What we made
One three-hour shoot on the first Tuesday of each month in Ledgerly's office. We bring 12 outlines; Dan talks through each one twice. We cut 22 videos from it: 30 to 60 seconds, captioned, with a plain white title card in Ledgerly's font.
LinkedIn gets the longer cuts on weekday mornings. Reels and Shorts get the tighter versions in the evening.
Outlines come from the questions prospects ask on sales calls, collected by the team in a shared doc. Dan reads them the night before and talks through each one without a teleprompter. If an answer runs long, we split it into two videos instead of cutting it down.
A clip we’d show anyone
"Our worst month" is Dan walking through the month in 2023 when Ledgerly nearly ran out of cash, with the real numbers on a whiteboard. Three people mentioned it on their demo calls the week it went out.
What moved
Five months in, from Ledgerly's own CRM and LinkedIn analytics. Past results, not a promise.
I used to spend Sunday nights trying to film something for Monday. Now I spend one morning a month on it.
Dan Okoro
Co-founder and CFO, Ledgerly
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