Fractional CFO leadership for companies that have outgrown financial guesswork
I help founder-led companies between $5 million and $50 million turn uncertain cash, unclear margins, and late reporting into confident decisions - without the cost of a full-time CFO.
30+ years
as a CFO
MBA
in Marketing
CPA
Georgia State Board of Accountancy License #CPA012637 (inact)
Bob Morgan
MBA, CPA · Fractional CFO
Trusted by leaders at
The problem is rarely a lack of reports
Sound familiar?
Your business is growing, but finance hasn’t kept up.
Reports come late, and the numbers don’t always line up.
Cash feels unpredictable, and no one has a firm view of what’s ahead.
Your accountant handles taxes and your controller keeps the books, but no one is looking far enough forward.
You’re wearing too many hats, and finance has no owner.
None of that is a personal failing. It’s a setup problem. If nobody owns the forward-looking side of your finances, you’re running on feel - on what the bank balance looks like this morning. That works fine until it doesn’t.
That is the gap a Fractional CFO fills.
What changes when the financial function catches up
See cash before it becomes a constraint
A 13-week cash view is not complicated. It’s a rolling picture of what’s coming in and what’s going out. Once it’s set up and someone owns it, you can answer “what does cash look like in 90 days?” in about 30 seconds.
Know where profit is actually earned
Margin by customer, project, product, and channel - so you can see which parts of the business create profit and which just create noise.
Make decisions from a forward view
Forecasts, hiring, pricing, and capital decisions connected, so you can act before the monthly close instead of after it.
Find and fix the profit leaks
The biggest leaks are rarely dramatic. They’re patterns that have been sitting in your data for months - pricing that hasn’t been reviewed in two years, fees nobody negotiated, overtime that compounds. I put a dollar amount on each one and work with your team until it’s fixed.
What you’ll have in the first 30 days
$50,000
The guarantee
In the first 30 days of an ongoing engagement, I’ll find at least $50,000 in profit opportunities - or the work is free. For most founder-led companies, the opportunities we find end up being far greater.
01
A clear list of your top profit leaks, each with estimated dollar impact.
02
A 30-day savings and margin opportunity report worth at least $50,000.
03
A simple cash and margin picture you can act on immediately.
04
A short weekly check-in to keep the work moving and decisions easy.
Two ways to begin
CFO Decision Diagnostic
10 business days
A focused 10-business-day engagement for owners who need clarity before committing to an ongoing CFO relationship. You receive a 13-week cash and working-capital view, a margin and profitability map, and a prioritized 90-day action plan.
Planning investment: $3,000–$5,000, confirmed after a fit call.
Ongoing Fractional CFO leadership
3 plans
Three plans - CFO Foundation, CFO Leadership, and CFO Strategic Partner - each with ongoing CFO guidance, structured reviews, and measurable progress. Start with one and move up or down anytime. Every plan carries the $50,000 guarantee.
Experience matched to the business model
Explore Industry ExperienceMarketing and media agencies
Client and campaign profitability, media-spend economics, utilization, scope creep, and pipeline-based cash forecasting.
Call centers and BPO
Program economics, workforce mix, service quality, payment risk, and cross-border operations.
PEO, payroll, and workforce services
Client profitability, pricing discipline, payroll tax and benefits obligations, regulatory confidence, and liquidity.
SaaS and software development
Pricing and packaging, churn and lifetime value, CAC and payback, billing and payment operations - B2B and B2C.
Distribution and wholesale
Inventory turns, fill rates, landed margin, working capital, fleet and reverse-logistics cost, and cash conversion.
E-commerce and online retail
Contribution margin after fees and returns, ad-spend efficiency and CAC, seasonal inventory cash, and payment operations.
Proof, not promises
Four case studies, told the way I’d tell them across a table. These describe my roles as an executive and co-founder - the same discipline I now bring to fractional clients.
2005–2017
Baywalk Media to Quatrro Direct
Co-founder, CFO and COO
36-month models steered $1M/month in media spend; six onshore employees ran 600 offshore to 20% EBITDA at peak.
$1M/month
in media spend steered
600 offshore
run by six onshore employees
20% EBITDA
at peak
1999–2002
800 Travel Systems
CFO, later board-appointed Interim CEO
Flat sales became 17% growth and EBITDA up 25%; after 9/11, ran the process that delivered a sale protecting the company’s value and its employees.
2017–2023
CertiPay
CFO of a $285M PEO, ASO, and HR software business
An 11x EBITDA turnaround on 30% revenue growth, and a sale to Vensure - the buyer’s largest and most complex acquisition to that point.
1989–1999
Ace Auto Parts
Controller who earned the CFO and CTO seats
Led a 1996 NASDAQ IPO, seven acquisitions, doubled sales to a $90M peak at 20% EBITDA, and a premium sale to Carquest.
What CEOs say
Bob is a trusted, loyal, strategic partner CFO who helped us achieve our lofty growth and exit goals.
Denny W., CEO - FinTech, Florida
“Bob’s drive, dedication, and strategic thinking helped turn our financial performance around.”
Eric S., CEO - Tech startup, Colorado
“Bob navigates complex business matters with skill, humility, and exceptional leadership.”
Paul R., CEO - SaaS, Ohio
Is this the right fit?
I work best with companies that:
Generate approximately $5 million to $50 million in annual revenue.
Are led by a founder, owner, or CEO and do not employ a full-time CFO.
Have usable books and a capable bookkeeper, accountant, or controller.
Face a real decision or constraint involving cash, margin, growth, financing, acquisition, or exit.
Want senior financial leadership, not outsourced bookkeeping or tax preparation.
When it’s not a fit
It may not be the right fit if the books are materially incomplete, the primary need is tax compliance, or the company is not prepared to act on the findings.
What happens next
01
Talk through the decision
A 15-minute call to understand the business, the trigger, and the current finance function.
02
Choose the right starting point
Begin with the 10-Day CFO Diagnostic or pick the plan that fits.
03
Work from a 90-day agenda
Establish the decisions, measures, owners, and meeting rhythm that matter now.
Bring the next financial decision into focus
If the business has outgrown backward-looking reports but is not ready for a full-time CFO, let’s find out in 15 minutes whether a focused diagnostic or ongoing CFO leadership is the right next step.
Or text me directly at (727) 455-9905.