Proximo

Fractional CFO and Financial Advisory Servicesproximo.co.il

Proximo is an Israeli financial services boutique that provides fractional CFO, bookkeeping, payroll, and advisory services to startups and private companies in Israel and the US, augmented by CashHero, its proprietary AI-powered real-time financial management platform launched in 2024.

Company typePrivate
Founded2011
HeadquartersTel Aviv, Israel
Headcount11–50
GTM typeB2B
OfferingServices

What Proximo does

Proximo (legal entity Proximo Ltd.) is a privately held Israeli financial services boutique founded by Yafit Keret (Founder & CEO) and Roi Rotem (Co-Founder & COO), headquartered in Tel Aviv with a regional office in New York. The company delivers outsourced fractional CFO services, bookkeeping, payroll, FP&A, financial reporting, fundraising support, and risk/compliance work to startups and private companies, primarily across the Israeli and US tech ecosystems. Its core differentiator is a bundled service-plus-software model: human CFO practitioners (a team of four CFO team leaders and CPA-credentialed operators, each with 20+ years of experience) are paired with CashHero, a proprietary AI-powered real-time financial management platform launched in 2024 that provides operational P&L, cash flow tracking, actual-versus-plan analysis, balance sheet views, HR cost reporting, anomaly detection, and predictive scenario modeling.

The firm sells on three branded product lines: ProCFO (fractional CFO and finance department outsourcing), CashHero (AI-powered real-time financial dashboards and reporting, hosted at cashhero.ai), and C++/ProEco (a partner network bundling accounting, legal, banking, insurance, ESOP, strategy, branding, marketing, HR, and fundraising services). Revenue is generated primarily through monthly subscription-style retainers, supplemented by professional services fees from ProEco engagements; no public pricing or revenue figures are disclosed.

Proximo's go-to-market is consultative and sales-led, targeting founders, CEOs, and boards of early-stage through pre-IPO companies, with approximately 20 named client logos spanning technology, fintech, gaming, biotech, and medical devices (including Lendbuzz Inc., Datum Dental, and Dentsply Sirona). Marketing channels include content marketing via blog and resource templates, email newsletters, LinkedIn, YouTube, and website demo/contact forms. The company operates as a founder-owned private limited company under Israeli law, with no disclosed funding rounds and a headcount in the 11-50 range.

Proximo firmographics

Firmographics

Name: Proximo
Legal name: Proximo Ltd.
Website: https://proximo.co.il
Company type: Private
Founded year: 2011
Operating status: Operating
Headcount range: 11–50 employees
Short description: Proximo is an Israeli financial services boutique that provides fractional CFO, bookkeeping, payroll, and advisory services to startups and private companies in Israel and the US, augmented by CashHero, its proprietary AI-powered real-time financial management platform launched in 2024.
Ownership category
akta.pro rank

Proximo industry classification

Industry

Product category: Fractional CFO and Financial Advisory Services
NAICS: Offices of Certified Public Accountants (541211), Finance and Insurance (52)
SIC: Finance Services (6199), Services-Prepackaged Software (7372)
akta.pro industry: PRIMARYBPAHABAE
Outsourced Finance & CFO Services
Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Accounting, Audit & Tax Services
SECONDARYBPAAAGAC
General Ledger & Close (Journal Entries, Month-End Close, Reconciliations)
Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/Finance & Accounting Outsourcing (AP/AR, GL, Billing)
SECONDARYBPAAAGAA
Accounts Payable (Invoice Processing, 2/3-Way Match, Vendor Payments)
Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/Finance & Accounting Outsourcing (AP/AR, GL, Billing)
SECONDARYBPAAAGAK
Order-to-Cash (O2C) Operations (Order Admin, Credit, Invoicing, Collections Handoff)
Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/Finance & Accounting Outsourcing (AP/AR, GL, Billing)

Keywords

Fractional CFO services
Financial management outsourcing
Startup bookkeeping services
CFO advisory services
Wealth management services

Where Proximo is headquartered

Location

Headquarters

HQ city: Tel Aviv
HQ country: Israel
HQ region: Middle East

Offices2 records

Markets served

Proximo business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

ProCFO / Fractional CFO Services: Ongoing CFO services providing strategic insight and hands-on financial management for startups. Includes controller, bookkeeping, payroll, planning, budgeting, forecasting, fundraising support, and board communication services.
CashHero Platform: AI-powered real-time financial data and reporting platform. Included as part of the Proximo financial services package for clients.
ProEco / C++ Professional Services: Additional professional services including strategy, branding, marketing, HR & recruiting, domain experts, and fundraising support. Comprehensive outsourced services hub under one roof.

Pricing tiers

Model	Billing	Price
Subscription	Monthly	Customized CFO services tailored to startup needs

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Proximo product offering

Product offering

Core offering

Proximo provides outsourced fractional CFO and finance team services for startups and private companies, combining an AI-powered real-time financial management platform (CashHero) with experienced human CFOs and CPAs. The offering covers bookkeeping, payroll, budgeting, forecasting, fundraising support, board communication, compliance, and risk assessment, and is packaged under three sub-brands: ProCFO (fractional CFO services), CashHero (AI-powered financial control center), and C++/ProEco (additional professional services hub including strategy, branding, HR, and fundraising support).

Product overview

Proximo is a financial services boutique offering a unified platform-plus-services model centered on three core offerings: ProCFO (outsourced fractional CFO services), CashHero (AI-powered real-time financial management platform), and C++/ProEco (additional professional services including strategy, branding, marketing, HR, and fundraising support). The company provides end-to-end financial operations management for startups and private companies, from seed funding through IPO and beyond, with offices in Israel and New York.

Differentiator

Problem solved

Functional benefit

Brands

ProCFO: End-to-end CFO and financial services including controller, bookkeeping, payroll, planning, budgeting, forecasting, fundraising support, and board communication.
CashHero
ProEco (C++)

Products and services

ProCFO
CashHero
C++ (ProEco)

Quantifiable outcome

Hidden costs typically add 30-50% to what startups expect to spend on finance - Proximo eliminates this with no hidden costs model

Companies that use Proximo

Customer profile

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Proximo technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Proximo partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered core and minor.

Leading Accounting Firms (Israel)coreImplementation/ SI/ Consulting PartnerProximo partners with Israel's premier accounting firms to ensure seamless communication between clients and service providers while securing the best offers for dynamic financial needs.
Legal Service ProviderscoreImplementation/ SI/ Consulting PartnerLegal partnerships provide startups with access to premium legal resources and expertise through the ProEco network.
Insurance ProvidersminorOthersInsurance partnerships integrated into the one-stop shop for outsourced services model.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Proximo competitors and assessment

Company assessment

Direct peers

Pilot: Pilot provides bookkeeping, tax, and CFO services for startups and small businesses in the US. Like Proximo, it bundles fractional CFO expertise with financial operations support and targets venture-backed startups — the most direct competitive overlap.
Botkeeper: Botkeeper pairs AI/automation with human accountants to deliver bookkeeping and financial operations for SMBs and startups. It is the closest 'AI-powered bookkeeping plus human oversight' analogue to Proximo's CashHero + ProCFO stack.
Founders CPA: Founders CPA provides accounting, tax, and CFO services specifically to venture-backed startups. Its narrow focus on the founder/startup segment mirrors Proximo's go-to-market segmentation and service breadth.
inDinero: inDinero offers bookkeeping, tax, and fractional CFO services for startups and growth-stage companies. Its bundle of outsourced finance operations plus part-time CFO support overlaps almost exactly with Proximo's ProCFO and CashHero offering.
Bench: Bench is a bookkeeping and financial reporting platform serving small businesses, with CFO-adjacent advisory offerings. It competes most directly with Proximo's bookkeeping and financial reporting lines within the SME/startup segment.

Broad incumbents

BDO Israel: BDO's Israel office provides a full range of audit, tax, and CFO/advisory services to corporate clients. While not a startup-specialist like Proximo, it competes for the same book of higher-growth Israeli clients and partnerships with leading accounting firms.
KPMG Israel: KPMG Israel offers audit, tax, and advisory including outsourced CFO/finance services to corporates and large startups. As a Big Four incumbent, it competes at the higher end of the market where some of Proximo's later-stage clients could graduate to.

Emerging players

CFO Leadership Council: CFO Leadership Council provides fractional CFO and finance leadership services to growth-stage companies. It targets the same part-time CFO need Proximo addresses, although it is more member/community-driven than platform-led.
Melio: Melio provides accounts payable/receivable and cash-flow management tools for SMBs. While not a direct fractional CFO competitor, it addresses overlapping AP/AR and cash-flow-management functions covered by Proximo.

Regional players

Cake (Israel): Cake is an Israeli fintech that streamlines financial management for businesses. It overlaps with the technology-side of Proximo's offering (CashHero) and operates in the same Israeli SMB/startup segment but without the human CFO service layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Proximo financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Proximo leadership team

Management profile

Number of profiles

Profiles8 records

Proximo funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Proximo M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proximo

What does Proximo do?

Is Proximo a public or private company?

Proximo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Proximo founded?

Proximo was founded in 2011. It employs 11 to 50 people.

Where is Proximo based?

Proximo is headquartered in Tel Aviv, Israel, in the Middle East region.

How does Proximo make money?

Three revenue lines are on record. ProCFO / Fractional CFO Services are the primary driver. The others are cashHero Platform and proEco / C++ Professional Services.

Who are Proximo's main competitors?

Direct peers on record are Pilot, Botkeeper, Founders CPA, inDinero and Bench. Broad incumbents are BDO Israel and KPMG Israel. Emerging players are CFO Leadership Council and Melio. Cake (Israel) is listed as a regional player.

Does Proximo have an API?

No public API is recorded for Proximo.

What industry is Proximo in?

Proximo's product category is Fractional CFO and Financial Advisory Services. Its primary akta.pro industry code is BPAHABAE, Outsourced Finance & CFO Services, with a secondary code of BPAAAGAC, General Ledger & Close (Journal Entries, Month-End Close, Reconciliations). Its NAICS code is 541211 and its SIC code is 6199.