FP&A Analyst | Betty UK

About us

Betty is redefining the online casino experience. We're an entertainment company operating at the intersection of real-money iCasino and casual mobile gaming, building a transparent, safe and player-first environment in a category that has long needed one. We are live in Canada and the UK, and we are just getting started.

You will join a talented, dedicated team in a supportive and collaborative environment. We care about our employees the same way we care about our players.

Our Values

• We are honest – we value honesty in all aspects.
• Bring the Olives – we offer premium customer experience.
• Think Big – we believe in always striving for more.

 

The role

This is a foundational role in our growing UK Finance function. You will own the financial model that sits at the centre of how we plan, decide and measure the business — the one place where our commercial strategy, unit economics and operational reality come together. You will drive the annual budget and monthly reforecasts, build out our planning capability, and partner with the Head of Finance on everything that shapes the financial future of the business.

You will also take an active role in the monthly reporting and analysis cycle — producing the numbers, explaining the variances, and turning what has happened into insight the leadership team can act on.

You will report to and work directly with the Head of Finance, and partner closely with key stakeholders across the business — Live Operations, User Acquisition, Engineering & Product, Operations, Compliance and counterparts across the group. The role is based in Sofia.

 

Key Responsibilities

• Own the Betty UK financial model end-to-end — maintain, improve and evolve it as the business scales. Make it the single source of truth for planning, scenario work and investment cases.
• Lead the monthly, quarterly and annual planning cycles — budgets, reforecasts and ongoing performance tracking. Gather inputs from across the business, challenge assumptions, and build the consolidated plan.
• Build and maintain scenario and sensitivity analyses — different user acquisition levels, cohort performance assumptions, cost scenarios — so leadership can make informed decisions quickly.
• Own unit economics and cohort modelling — ROAS, payback, NRPAP, retention — and work closely with Live Operations, User Acquisition and Operations teams on the financial lens of commercial decisions.
• Produce the monthly, quarterly and annual actuals vs budget reporting pack — variance analysis, commentary and insight. Not just the numbers but what they mean and what to do about them.
• Own cash flow budgeting and the 13-week cash forecast — maintain it, keep it accurate, and use it to drive timely treasury and operational decisions.
• Build and maintain dashboards and management reporting that give the leadership team real-time visibility into the metrics that matter.
• Deliver ad hoc analyses and reports as needed — strategic focus, clear framing, key insights that help leadership act.
• Be the main driver of the Drivetrain implementation and other AI and automation tools in the Finance function — identify opportunities, lead rollouts, embed them into how we work.
• Partner with the Head of Finance on board and investor reporting, strategic analyses and deep-dives.
• Support cost control and discipline across the business — challenge spend, identify opportunities, work with budget owners.
• Contribute to the design of our planning and reporting processes, systems and tools as the function scales.

 

Requirements

• University degree in Finance, Economics, Accounting or a related quantitative field.
• 3+ years of hands-on FP&A, corporate finance or commercial finance experience, ideally in a fast-moving, data-rich environment.
• Exceptional financial modelling skills — you have built and owned a full P&L model with cohort or unit economics logic, not just maintained one someone else built.
• A clear understanding of how the three financial statements work and interact — you see the full picture, not one line in isolation. We are not looking for someone whose experience has been one slice of a big-corporate reporting pack.
• Strong grasp of unit economics, cohort analysis and payback mechanics.
• Proven track record of using AI tools in financial work — Claude, ChatGPT or equivalents — and embedding them into real use cases such as modelling, analysis, systems and reporting. Not AI as a buzzword but as part of how you deliver.
• Advanced Excel and Google Sheets. Experience with BI tools (Tableau, Power BI, Looker) is expected.
• Comfort working with large data sets — you can get what you need out of them without waiting for someone to deliver it.
• Ability to work independently — proactive mindset, analytical, a problem solver who moves things forward without being asked.
• Fluency in English, both written and spoken.
• Clear, concise communication — you can explain complex analysis to non-finance stakeholders and challenge them when needed.

 

Nice to have

• Professional qualification (ACCA, ACA, CIMA, CFA or local equivalent) is an advantage.
• Experience in a subscription, consumer internet, gaming, or marketplace business where cohort and retention dynamics drive the economics.
• Experience with marketing / user acquisition finance — ROAS, payback, media mix modelling.
• Exposure to a regulated industry (gambling, financial services, fintech).
• Exposure to venture-backed or private-equity-backed environments and investor reporting.
• SQL or Python for data analysis.
• Experience with NetSuite or a comparable ERP.

 

What we offer

• Competitive salary
• Performance-based bonus
• Premium health insurance
• Career and skills development opportunities
• Fun and collaborative team environment
• New modern office space