Anne’s journey as an entrepreneur has taken her from “founding her own bank” to a family business and then to a corporation, and from there to starting Finaly as a founding partner. Anne enjoys solving clients’ complex problems, which not only save time and money but also genuinely and empathetically move things forward. With experience leading dozens of change projects, Anne has gained insight from her roles as Head of Business at PwC’s CFO Financial Management Services, as an interim CFO at Greenstep Oy, and as a CFO, amember of the executive team and secretary of the board at Nooa Savings Bank.
Juha is one of the founding partners of Finaly and has 20 years of experience in financial management. For the last ten years, Juha has been involved in numerous corporate transactions, gaining insight into how financial management processes, operations, and reporting should be built in a business-oriented manner through dozens of companies. Before starting his own company, Juha worked as a financial management consultant and in financial roles in large companies. “At least one corporate transaction every year” is Juha’s motto.
Sampsa is the initiator and founding partner of Finaly. Sampsa’s unique capabilities to advise companies stem from his two decades of experience in operational financial management roles and as a CFO consultant in financial management. Sampsa has also previously worked as an entrepreneur. Sampsa’s heart rate slows down when he gets to work with Excel to implement client assignments that bring genuine added value to companies.
+358 (0)50 5913 531
sampsa@finaly.fi
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Maarit Heinonen brings clarity, predictability and financial insight to companies. With a strong background in management accounting and extensive experience in manufacturing environments, she takes a practical approach to finance. She understands how production, sales and finance interact — and how these connections are translated into profitable business management.
With Maarit, finance does not remain at reporting level. She helps build:
a clear and structured reporting framework
realistic budgets and forecasts
transparent visibility into profitability
practical tools that enable fact-based decision-making
Clients gain a finance partner who asks the right questions, challenges constructively and ensures that numbers support business objectives. Maarit makes the complex understandable and gives meaning to financial data.
Working with her means better predictability, controlled growth and stronger decision-making — not just reporting, but finance that actively drives the business forward.
Maarit joins the Finaly team in March 2026.
+358 (0)44 736 0347
maarit@finaly.fi
Contact me on LinkedIn
