CFO Expertise
CFO Expertise provides fractional CFO, controller, and advisory services exclusively to Ecommerce and D2C brands on Shopify and Amazon doing $1M-$50M+ in revenue, delivered via tiered monthly subscriptions with custom financial dashboards and accrual-based bookkeeping.
- Company typePrivate
- Founded2020
- HeadquartersPhoenix, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What CFO Expertise does
CFO Expertise is a fractional CFO services firm that provides financial management, controller accounting, and strategic advisory services exclusively to Ecommerce and D2C brands operating primarily on Shopify and Amazon with annual revenues between $1M and $50M+. The company was founded in 2020 by Jarrod Souza, a CFO with 15+ years of experience including a role at Michael Hyatt, and is structured as a Wyoming LLC with operations centered in the Nashville, Tennessee area. In 2025, Nathan Hirsch and Connor Gillivan (co-founders of FreeUp and Amazon operators with $25M in cumulative sales) joined as co-owners to scale sales and marketing.
The core service portfolio includes three subscription tiers — Essential ($2,500/month), Growth ($5,000/month), and Enterprise ($10,000/month) — differentiated by meeting cadence and communication channels, plus one-time onboarding/catchup fees and project-based work (including exit preparation billed at 1% of exit value). The firm's primary technical asset is a set of custom Ecommerce finance dashboards that consolidate revenue, COGS, contribution margin, CAC, LTV, payback, shipping costs, and overhead trends. The dashboards integrate with QuickBooks Online, Xero, NetSuite, Shopify, and Amazon. Monthly accrual-based financials are delivered by the 10th of each month, supported by dedicated bookkeepers and accountants.
CFO Expertise generates revenue through a sales-led, direct-to-client motion built around free 30-minute consultation calls via Calendly followed by custom proposals. The company serves 25+ brands across verticals including skincare, jewelry, marketing agencies, CBD, and wellness, and has advised on more than $100M in cumulative Ecommerce revenue. Distribution is exclusively direct (no resellers or marketplaces), supplemented by a referral/partner program targeting CPA firms and agencies. Marketing channels include an educational blog, YouTube video content, an email newsletter, active LinkedIn thought leadership from the founder, and SEO. The company is bootstrapped with no disclosed institutional investment.
CFO Expertise firmographics
Firmographics- Name
- CFO Expertise
- Legal name
- CFO Expertise LLC
- Website
- https://cfoexpertise.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CFO Expertise provides fractional CFO, controller, and advisory services exclusively to Ecommerce and D2C brands on Shopify and Amazon doing $1M-$50M+ in revenue, delivered via tiered monthly subscriptions with custom financial dashboards and accrual-based bookkeeping.
- Ownership category
- akta.pro rank
CFO Expertise industry classification
Industry- Product category
- Fractional CFO Services for Ecommerce
- NAICS
- Other Scientific and Technical Consulting Services (54169)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Outsourced Finance & CFO Services (BPAHABAE)
- akta.pro secondary industry
- Accounts Payable (Invoice Processing, 2/3-Way Match, Vendor Payments) (BPAAAGAA)
Keywords
Where CFO Expertise is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CFO Expertise business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Monthly CFO Retainer: Subscription-based monthly retainer model with three tiers (Essential $2,500/mo, Growth $5,000/mo, Enterprise $10,000/mo). Provides predictable recurring revenue with monthly billing on the 1st of each month. Most clients meet 1-4+ times monthly depending on package level.
- Onboarding and Catchup Fees: One-time fees for catchup and/or cleanup work needed at the start of engagement. Determined during pricing process with separate quote provided. Also covers conversions like cash to accrual accounting.
- Project-based CFO Work: One-time fees for financial projects outside normal scope of services. Includes exit preparation work (1% of exit value for full walk-through), special projects, and additional meetings beyond package inclusions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential Plan - Financial insights to scale your Ecommerce brand smarter |
| Subscription | Monthly | Growth Plan - Hands-on, actionable financial advice to navigate rapid growth |
| Subscription | Monthly | Enterprise Plan - Top-tier financial support for all aspects of Ecommerce growth |
| Subscription | Annual | Annual Billing Discount |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
CFO Expertise product offering
Product offeringCore offering
CFO Expertise provides fractional CFO services purpose-built for high-growth Ecommerce and direct-to-consumer (D2C) brands selling primarily on Shopify and Amazon with $1M–$50M+ in annual revenue. Offerings include monthly financial performance reviews, custom Ecommerce finance dashboards tracking Shopify/Amazon KPIs, accrual-based bookkeeping delivered by the 10th of each month, cash flow and inventory forecasting, marketing-spend optimization, and exit-preparation services, delivered through tiered monthly retainer packages.
Product overview
CFO Expertise is a fractional CFO service provider built specifically for Ecommerce and D2C brands selling on Shopify and Amazon with annual revenue of $1M to $50M+. The company offers a three-tier subscription model — Essential Plan ($2,500/month), Growth Plan ($5,000/month), and Enterprise Plan ($10,000/month) — differentiated by meeting frequency and communication channels. The service portfolio includes Financial Analysis (monthly performance reviews and growth insights), a Custom Ecommerce Finance Dashboard (revenue, expenses, profits, CAC, LTV, growth metrics), and Ecommerce Bookkeeping (accrual-based accounting delivered by the 10th of each month). The company also operates two specialized sub-offerings: Amazon CFO Services targeting Amazon sellers, and Ecommerce CFO Services for broader Shopify/Amazon DTC brands. All tiers include custom KPI dashboards with metrics such as COGS, contribution margin, CAC, LTV, payback period, shipping costs, and overhead trends.
Differentiator
Problem solved
Functional benefit
Products and services
- Fractional CFO Services Core fractional CFO offering for 7-8 figure Ecommerce brands on Shopify and Amazon, providing financial insights, custom dashboards, and bookkeeping to help brands scale based on real financial data.
- Ecommerce CFO Services Core fractional CFO service for high-growth Ecommerce and D2C brands doing $1M-$50M+ in revenue on Shopify and/or Amazon, delivering monthly financial reviews, KPI dashboards, and bookkeeping.
- Amazon CFO Services Specialized fractional CFO service focused on Amazon sellers with 7-8 figure revenue, providing financial analysis, custom dashboards, and bookkeeping tailored to Amazon-specific metrics and seller financials.
Quantifiable outcome
- Client grew from $8M to $25M in annual revenue by improving financial clarity
- +2 more outcomes
Companies that use CFO Expertise
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
CFO Expertise technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature2 records
CFO Expertise partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Agency & Service Provider PartnersminorPartner program with referral fees and discounts for agencies and service providers who want to offer CFO services to their Ecommerce clients. Companies like Maven Consulting refer clients to CFO Expertise. The program allows agencies to support their clients' financial needs without building in-house CFO capability.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
CFO Expertise competitors and assessment
Company assessmentDirect peers
- Ignite Spot: Outsourced bookkeeping, accounting, and controller-level services for growing online businesses. Comparable services stack and SMB/scale-up target customer.
- CFO Suite: Fractional CFO services firm offering recurring CFO retainers to growth-stage companies. Comparable subscription pricing model and customer profile, though less Ecommerce-specialized.
- Xendoo: Subscription bookkeeping plus optional fractional CFO layer for small and mid-market Ecommerce/SaaS brands. Comparable bundled finance-and-CFO offering to CFO Expertise's Essential/Growth/Enterprise tiers.
- Bean Ninjas: Specialized Ecommerce/D2C bookkeeping and accounting firm serving Shopify and Amazon sellers. Closest direct peer given shared vertical focus and SaaS-like monthly retainer model.
- EcomBalance: Ecommerce-focused bookkeeping and fractional finance services firm. Direct competitor in the same niche; notably co-founded by Connor Gillivan, who is now co-owner of CFO Expertise.
Broad incumbents
- Wipfli: Top-25 US accounting and advisory firm with a dedicated Ecommerce/D2C practice. Large incumbent whose fractional advisory and outsourced accounting overlap CFO Expertise's mid- and enterprise-tier work.
- Bench (accounting): Tech-enabled SMB bookkeeping platform with optional add-on advisory services. Broader incumbent serving all SMB verticals; partially overlaps with CFO Expertise's lower-tier bookkeeping line item.
Emerging players
- Bitwave: Ecommerce-focused digital-asset and crypto accounting/reconciliation platform used by accountants serving Web3-adjacent merchants. Adjacent tooling that competes for the same Ecommerce-finance practitioner attention as CFO Expertise's dashboards.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
CFO Expertise social profiles
Digital presenceCFO Expertise financial estimates
Financial estimateRevenue estimate
Valuation estimate
CFO Expertise leadership team
Management profileNumber of profiles
Profiles3 records
CFO Expertise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CFO Expertise M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CFO Expertise
What does CFO Expertise do?
CFO Expertise provides fractional CFO services purpose-built for high-growth Ecommerce and direct-to-consumer (D2C) brands selling primarily on Shopify and Amazon with $1M–$50M+ in annual revenue. Offerings include monthly financial performance reviews, custom Ecommerce finance dashboards tracking Shopify/Amazon KPIs, accrual-based bookkeeping delivered by the 10th of each month, cash flow and inventory forecasting, marketing-spend optimization, and exit-preparation services, delivered through tiered monthly retainer packages.
Is CFO Expertise a public or private company?
CFO Expertise is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CFO Expertise founded?
CFO Expertise was founded in 2020. It employs 1 to 10 people.
Where is CFO Expertise based?
CFO Expertise is headquartered in Phoenix, United States, in the North America region.
How does CFO Expertise make money?
Three revenue lines are on record. Monthly CFO Retainer is the primary driver. The others are onboarding and Catchup Fees and project-based CFO Work.
Who are CFO Expertise's main competitors?
Direct peers on record are Ignite Spot, CFO Suite, Xendoo, Bean Ninjas and EcomBalance. Broad incumbents are Wipfli and Bench (accounting). Bitwave is listed as an emerging player.
Does CFO Expertise have an API?
No public API is recorded for CFO Expertise.
What industry is CFO Expertise in?
CFO Expertise's product category is Fractional CFO Services for Ecommerce. Its primary akta.pro industry code is BPAHABAE, Outsourced Finance & CFO Services, with a secondary code of BPAAAGAA, Accounts Payable (Invoice Processing, 2/3-Way Match, Vendor Payments). Its NAICS code is 54169 and its SIC code is 6199.