About Bob Morgan
Bob Morgan, Fractional CFO: experienced judgment for the decisions that do not fit neatly in a report
I’m Bob Morgan - MBA, CPA, with more than 30 years of senior financial and operating leadership. I help owners understand what the numbers mean for cash, margins, growth, risk, and the next major decision.
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
Finance connected to how the business actually operates
My career was built inside operating companies, not just across financial statements. I’ve held the CFO seat, and also the COO, CTO, and interim CEO seats. I co-founded my own company and took real personal risk. Very few fractional CFOs can say that - and it changes how I sit at the table with a founder.
My CPA training brings discipline to the information. My MBA in Marketing adds a commercial perspective that is uncommon in the CFO role: financial decisions must make sense not only in a spreadsheet, but in the market and in the way customers buy.
Where I’ve done the work
1989–1999
Ace Auto Parts
Joined as controller; earned the CFO and CTO seats
Led the 1996 NASDAQ IPO, seven acquisitions, and the sale to Carquest at a premium. Doubled sales to a $90M peak at 20% EBITDA.
1999–2002
800 Travel Systems
CFO of a Nasdaq-listed leisure-travel company; board-appointed Interim CEO, COO and Chairman after 9/11
Turned flat sales into 17% growth, then steered the company to a sale that protected its value and its employees.
2005–2017
Baywalk Media / Quatrro Direct
Co-founder, CFO and COO
Built a performance media agency into a $35M B2C technical-support and software business at 20% EBITDA, running 600 employees offshore with six onshore.
2017–2023
CertiPay
CFO of a $285M PEO, ASO, and B2B payroll software business
An 11x EBITDA turnaround on 30% revenue growth, first-ever IRS CPEO certification, and a sale to Vensure - the buyer’s largest and most complex acquisition to that point.
Along the way
10x revenue and EBITDA growth at the National Foundation for Debt Management, 20+ M&A and exit events, and SEC filings 100% on time with no restatements at two NASDAQ-listed companies.
What clients can expect
Direct communication
I explain the decision, assumptions, and tradeoffs in practical language. You should not need to translate a finance presentation before you can act.
Advice without a conflict of interest
You may be taking free business advice from your insurance agent, your CPA, your banker, or your attorney. They mean well, but it’s missing the full picture - and each has something to sell. I’m none of those, so I’ll always look out for your best interest.
Not the “CF-No”
You may have met the finance person who answers every idea with a reason it won’t work. That’s not how I operate. I look for where the business is leaving money on the table and where the right investment returns far more than it costs. There’s a difference between bringing discipline to a decision and defaulting to no because no feels safe.
Evidence before certainty
I don’t promise a result before understanding the facts. I define the question, test the information, state limitations, and build an action plan leadership can own.
A partner, not a report
Founders tell me it’s lonely at the top. I work directly with the owner or CEO, look at all aspects of the business, and I’m available when the decision can’t wait.
Marketing, media, call center, BPO, and cross-border outsourced-service operations.
PEO, payroll, and workforce services.
SaaS and software development - B2B payroll software, cloud payroll processing, and B2C subscription software.
Distribution, wholesale, and e-commerce.
Hospitality and travel.
Financial and tech-enabled services.
Growth, turnaround, financing, IPO, acquisition, and exit situations.
Explore industry experience
What CEOs say
Bob transformed our finance team, improved processes, and earned us top IRS certifications.
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 is a high-level CFO with outstanding technical and motivational skills.”
Paul R., CEO - SaaS, Ohio
A working relationship designed for owner-led companies
I’m best suited to established companies that need senior financial judgment but do not yet need - or cannot justify - a full-time CFO. I work directly with the owner or CEO and alongside the person responsible for the books.
The objective is simple: make the financial side of the company useful before the next decision is made.
Bring me the decision that is keeping you in the numbers
Or text me directly at (727) 455-9905.