What a fractional CFO actually does
A CFO is not a bookkeeper. Bookkeeping records what happened; the CFO conversation is about what to do about it. Which services actually make money once you count the drive time. Whether that price increase cost you volume or bought you margin. Whether you can afford a second truck, and what has to be true first. Where your cash is going between a good month on paper and an empty account.
Businesses with a finance department have this conversation constantly. Most owners working out of a truck never have it at all, which is why two businesses doing identical revenue can end the year in completely different positions.
What the quarterly review covers
We come to the meeting having already read your numbers, so the time goes on decisions rather than on explaining the report. We walk through the quarter: revenue, margin by service, your biggest cost movements, cash position and what changed. We compare it to your projections and say where reality is beating the plan and where it is not.
Then we leave you with a short list — usually three to five things — of what to do in the next ninety days, in priority order. If the news is bad, you hear it plainly along with two things you can do about it. That is the deal.
Signs you need this
- Revenue is up but your bank account does not feel like it.
- You do not know which service makes you the most money.
- You have been meaning to raise prices for a year.
- You are guessing about whether you can afford to hire.
- Nobody has ever gone through your numbers with you.
- You get a monthly report and have never acted on one.
If two or more of these sound familiar, take the free business checkup — ten questions, two minutes, and you get the list of gaps either way.
How it works
We read first
We go through your quarter before the meeting, so your time is spent on decisions not explanations.
Walk the numbers
Revenue, margin by service, cost movements, cash position and what changed.
Compare to plan
Where reality is beating your projections and where it is not, and why.
Decide
Three to five things to do in the next ninety days, in priority order.
What is included
- A quarterly review meeting with your numbers already read
- Revenue and margin trends by service
- Pricing review against your real job costs
- Cash flow review and what is driving it
- Performance against your projections
- A prioritised list of actions for the next 90 days
All of this sits inside one package — the Whitelow Launch + Back Office Partnership — rather than being quoted as a separate service.
Who it is for
- Owners who have books but have never used them to decide anything
- Businesses at the point of hiring, pricing or expanding
- Anyone whose profit does not match how busy they feel
- Owners who want a second opinion before a big commitment
What affects the price
Whitelow sells one package with two ways to pay: $2,497 one-time plus $597 a month, or $0 up front in exchange for a 15% stake in the LLC. Government fees and your QuickBooks subscription are passed through at cost on both. These are the factors that move what this piece of the work involves:
| Factor | Why it matters |
|---|---|
| It is included | The quarterly CFO review is part of the partnership, not an add-on, which is a large part of what the monthly fee buys. |
| Business complexity | More services, crews or locations means more to review, but the review stays quarterly either way. |
| Extra sessions | If you want a review more often than quarterly, we will quote it before doing it. |
| Market comparison | Published fractional CFO retainers commonly start around $1,400 a month for a light engagement. |
See both payment options side by side, including what each one costs in year one.
Frequently asked questions
What does a fractional CFO cost?
Published rates for early-stage fractional CFO work commonly run $1,500 to $3,000 a month, and even a light retainer of eight to ten hours is typically quoted at $1,400 to $2,800 a month. The quarterly CFO review is included in the Whitelow partnership, which is a large part of why the monthly figure is what it is.
Is this tax advice?
No. We review your business performance and help you make operating decisions. Tax positions, elections and filings belong with your CPA, and for equity clients we specifically want a CPA reviewing year-end numbers, because we keep the books for a business we partly own.
What if my numbers are bad that quarter?
Then we say so, explain why, and bring two things you can do about it. A review that only delivers good news is not worth having.
Who comes to the meeting?
You and us. Bring anyone else you want in the room — a spouse who handles the money side, a partner, your CPA. It is your business and your numbers.
What if I want to talk between quarters?
Call. The quarterly review is the scheduled deep look at the numbers, not a limit on when you can ask a question. Owners with something time-sensitive should not sit on it for two months.
Who reviews the numbers if Whitelow owns part of my business?
For Equity Partner clients we specifically want a CPA reviewing year-end numbers, because we keep the books for a business we partly own. That is a real conflict of interest and we would rather name it and manage it than pretend it is not there.