Fractional CFO
for e-commerce brands.
A fractional CFO is a senior finance partner who runs strategy, forecasting, and investor reporting on a part-time basis. Reconsail delivers it for $1M to $50M e-commerce brands.
What your CFO handles
Monthly Strategy Call
Review financials, identify risks, align on priorities
Rolling Cash Forecast
13-week forecast updated from live data
Board & Investor Reporting
Clean, professional financial packages
Profitability Analysis
Which products, channels, and customers pay the bills
Fundraising Support
Financial models, data room, due diligence
KPI Dashboard
Custom metrics for your specific business model
Trusted by e-commerce founders who fired their old bookkeeper.
The problem
A bookkeeper records. A CFO decides. Most brands have one, not the other.
Decisions made on gut, not numbers.
Pricing, hiring, ad spend, inventory bets. Without a model, every call is a coin flip.
Fundraising stalls on financials.
Investors want a clean 3-statement model and 24 months of historicals. Most founders don't have one.
Full-time CFO is too expensive.
A senior CFO runs $200k+ per year all-in. Most brands at $1M to $10M ARR don't need one full time.
How it works
A senior CFO, a live model, and decisions you can defend.
01
Onboard the model.
We build a live 3-statement financial model from your reconciled books.
02
Forecast cash and runway.
13-week cash forecast and a longer-horizon runway model updated monthly.
03
Monthly strategy call.
Senior CFO walks you through performance, variance, and the next decisions you face.
04
Same-day Slack access.
Ask questions when they happen. Get answers same day, not next meeting (Scale plan).
What's included
Every deliverable a CFO would own.
Monthly strategy sessions
60-minute video call with your dedicated CFO to review performance and plan ahead.
Live financial model
Three-statement model updated monthly with actuals and forward projections.
Scenario planning
Model the impact of a hire, an inventory bet, or an ad spend change before you make it.
Slack access
Ask your CFO questions whenever they come up. Same-day responses on Scale plan.
Investor reporting
Monthly investor update templates, cap table management, fundraising readiness reviews.
Unit economics deep dives
CAC, LTV, payback period, contribution margin at the channel and cohort level.
Built on top of monthly bookkeeping. Pair with cash flow forecasting for live runway visibility.
The partnership
A senior partner in the seat your business needs.
Not a deck of slides delivered quarterly. A CFO you Slack with same-day on the questions that move your business — pricing, inventory bets, ad spend, fundraising readiness.
Built on the reconciled books our team already keeps. Live model. Live data.
How we compare
Where Reconsail fits among the alternatives.
E-commerce specialization
Built on reconciled books
Cost under $200k/year
Same-day Slack access
Dedicated team behind one CFO
Who it's for
Built for teams like yours.
Founder mid-fundraise
Term sheet conversations starting. You need a clean model, historicals, and a CFO in the meetings.
Multi-channel operator at $5M+
Cash is the constraint on growth. You want a forecast you can actually plan inventory around.
Brand prepping for an exit
Strategic buyer or PE conversations on the horizon. You want diligence-ready financials, not a scramble.
FAQ
Fractional CFO, answered.
What does a fractional CFO do for an e-commerce brand?
When does an e-commerce brand need a fractional CFO?
How is a fractional CFO different from a bookkeeper?
Can a fractional CFO help with fundraising or a bank loan?
How many hours of CFO time do I get?
Think like a CFO. Without hiring one.
Book a strategy call and see what a CFO would focus on for your business this quarter.