A high‑caliber Fractional CFO is forward‑looking: they build 13‑week cash‑flow views, five‑year value maps, and KPI guard‑rails to keep founders on course for an exit or sustainable dividends—not just tidy up last quarter’s books.
We’ve curated this list of the top 10 Fractional CFOs in London.
Our selection process? Rigorous. We’ve considered years of experience, industry expertise, client testimonials, and more.
The aim? To help busy CEOs and founders like you gain financial clarity and focus on scaling your business. Let’s get to it.
1. Alexej Pikovsky’s Fractional CFO Collective
Even London’s deepest talent pool can feel overwhelming when you just need the right finance leader, fast. Alexej Pikovsky applies a private‑equity investor’s lens to curate a bench of senior operators who have already lifted margins, raised capital, and driven exits for U.K. eCommerce brands.
Why Founders Choose the Collective
- Founder‑First Vetting – Every CFO has scaled seven‑ to nine‑figure eCommerce brands and passed Alexej’s five‑layer screening (background check → modelling exam → reference calls → culture‑fit interview → paid trial sprint).
- London Insight – Operators plugged into local lender, PE, and tax‑adviser networks.
- Speed to Value – Average match time 10–14 days; first margin‑impact initiative 2–6 weeks.
- Transparent Economics – Flat retainers—no recruiter mark‑ups—and optional success fees.
- Community Access – Engagement includes a seat in the eCommerce Founder Community.
Next step: Book a discovery call—Alexej will present one or two perfectly‑matched CFOs ready to start within 14 days.
Wondering if a fractional CFO is the right investment for your business? Explore whether a fractional CFO is worth it to understand the potential impact on your growth and profitability.
2. eClarity
Core Focus
This boutique fractional‑CFO agency is dedicated to online retail brands, positioning finance as a lever for growth rather than a back‑office chore. eClarity has a tight-knit team that exclusively supports DTC and marketplace sellers.
Operational Finance Highlights
- Provides fully outsourced CFO coverage—bookkeeping to board packs—so founders avoid the £ 150,000+ cost of an in‑house hire.
- Leverages cloud tools and proprietary dashboards to surface SKU‑level contribution margins, ad‑spend efficiency, and tax/VAT exposure in real time.
Fundraising / M&A Highlights
- Advises on inventory‑financing lines and revenue‑based lending, drawing on relationships with U.K. eCommerce lenders.
- Supports pitch‑deck modelling and lender diligence, helping brands secure growth capital without diluting equity.
Other Experience
- Co‑founded by eCom CFOs Stuart Worgan and Seamus O’Connor, whose collective portfolio exceeds £500 million in managed revenue.
- Finalist for Medium Agency of the Year at the UK eCommerce Awards 2024.
3. Jim Jordan, The CFO Centre UK
Core Focus
An FCA‑qualified CFO, Jim Jordan has transformed loss‑making SMEs into profitable, exit‑ready ventures across healthcare, life sciences, and financial services.
Operational Finance Highlights
- Built integrated three‑ to five‑year operating models and rolling weekly cash‑flow bridges, providing executives with a live runway view and data‑driven levers for strategic pivots.
- Directed geographically dispersed finance teams and synchronised reporting across clinics, labs, and head office while managing board, lender, and supplier communications.
Fundraising / M&A Highlights
- Structured and negotiated two private‑equity‑backed exits, leading diligence, data‑room preparation, and SPA negotiations to maximise founder proceeds.
- Stabilised liquidity by redesigning working‑capital cycles—unlocking six‑figure cash swings and setting covenant packages that support growth debt.
Other Experience
- Active Fellow of the Institute of Chartered Accountants in England and Wales (ICAEW).
- 20+ years in strategy and leadership roles.
4. Adrian Lawrence, FD Capital Recruitment
Core Focus
A chartered accountant for 25 years, Adrian Lawrence has helped SMEs raise capital, avert insolvency, and unlock digital growth.
Operational Finance Highlights
- Re‑engineered finance departments—from chart of accounts to month‑end close—cutting cycle time from fifteen to five days and freeing staff for forward‑looking analysis.
- Deployed end‑to‑end eCommerce accounting stacks (Shopify, A2X, Xero) that surface SKU‑level profitability and advertising ROI in real‑time.
Fundraising / M&A Highlights
- Secured a £500,000 bridge round in under thirty days, combining debt and equity to avert insolvency for a travel operator during lockdowns.
- Leads buy‑ and sell‑side due diligence, stress‑testing assumptions and negotiating valuation adjustments that protect founders.
Other Experience
- BSc, Queen Mary University; FCA.
- Supports FD Capital’s online growth through an advanced SEO strategy.
5. Scaleup Finance
This Danish‑born, London‑serving platform blends automated finance dashboards with on‑demand CFO advisors, giving Series A–C tech companies real‑time runway visibility and strategic finance guidance.
Operational Finance Highlights
- Integrates with Xero, QuickBooks, Stripe, and bank feeds to sync accounting, payments, and cash balances into a single forecasting hub refreshed daily.
- Generates 13‑week cash‑flow, scenario, and KPI reports—MRR, burn, LTV/CAC—without manual spreadsheets, freeing finance teams for analysis.
Fundraising / M&A Highlights
- Provides investor‑grade financial models, data‑room exports, and benchmarking against 1,000+ SaaS peers, helping founders substantiate valuations.
- Offers virtual CFO sessions to prep founders for diligence Q&A and covenant negotiations with venture lenders and growth‑equity funds.
Other Experience
- Founded in Copenhagen (2017) by serial CFO Kasper Hulthin; raised $8 million Series A in 2022 led by Anthemis and Crowberry to expand U.K. presence.
- Serves 400+ European scale‑ups, including firms backed by Seed Capital, Northzone, and Balderton.
6. Simon Moore, Harmonic
Core Focus
Simon Moore is a chartered accountant with 15+ years leading finance at creative agencies and communications groups.
Operational Finance Highlights
- Oversees commercial finance, risk governance, and legal compliance, translating creative‑agency KPIs into actionable margin dashboards for leadership.
- Implemented Sarbanes‑Oxley controls and cloud ERP integrations that cut reporting errors and ensured compliance for FTSE‑listed parent WPP.
Fundraising / M&A Highlights
- Designs funding roadmaps for renewable‑energy initiatives, blending government grants with private capital to de‑risk innovation spend.
- Leads post‑acquisition integrations, aligning systems and culture across design, agency, and tech subsidiaries.
Other Experience
- ACA in Accounting and Business Management (ICAEW); BA Hons, University of Greenwich.
- Nearly decade‑long CFO tenure at BDG Architecture + Design.
7. Vicky Hayford, FD and CFO Centre UK
Core Focus
With over two decades of CFO/COO experience, Vicky Hayford has guided retail, wholesale, and hospitality SMEs through scale‑ups and exits.
Operational Finance Highlights
- Doubled the cash position for a luxury skincare brand by tightening inventory turns, negotiating extended supplier credit, and rolling out zero‑based budgeting across departments.
- Spearheaded ERP and supply‑chain integrations across UK, EU, and US subsidiaries, giving management a real‑time view of unit economics and working capital.
Fundraising / M&A Highlights
- Improved EBITDA margin by nine percentage points at This Works ahead of a strategic sale, pairing pricing optimisation with SG&A rationalisation.
- Managed complex investor and lender syndicates, ensuring covenant compliance while preserving growth optionality across borders.
Other Experience
- CIMA qualified; extensive global subsidiary management experience.
- Led senior‑management hiring in multiple countries.
8. EmergeOne
Founded by Aarish Shah, this fractional CFO consultancy delivers finance leadership to tech startups and scale‑ups from Seed to Series B.
Operational Finance Highlights
- Implements cloud‑native finance stacks—bookkeeping through cohort FP&A—providing founders a live dashboard of runway, burn, and KPI trends.
- Publishes the “Nothing Ventured” newsletter and podcast, sharing best practices on modeling, cash discipline, and finance‑stack scaling.
Fundraising / M&A Highlights
- Builds data rooms, three‑statement models, and narrative decks that have supported venture rounds and exits exceeding $500 million across the portfolio.
- Guides founders through investor Q&A, term‑sheet negotiation, and post‑raise capital deployment.
Other Experience
- Portfolio clients include companies backed by Hoxton, Stride, Octopus, Founders Factory, Outlier, and a16z.
- Founder Aarish Shah bootstrapped EmergeOne past £1 million ARR and brings two decades of CEO/CFO operating experience.
9. Michael Harley, Breakthrough CFO
Core Focus
Michael Harley boasts over 20,000 hours dedicated to helping businesses optimise their financial operations, specializing in SaaS and venture‑backed scale‑ups.
Operational Finance Highlights
- Installs SaaS‑specific KPI dashboards (MRR, churn, LTV/CAC) and OKR frameworks, converting raw data into weekly action plans for product and marketing teams.
- Provides “anytime‑access” advisory through Slack and Loom, resolving CFO‑level queries in hours rather than days.
Fundraising / M&A Highlights
- Builds investor‑ready models and narrative decks that have secured Series A and B rounds ranging from £1 million to £15 million.
- Advises founders on post‑raise capital deployment, pacing burn against milestone‑based fund‑release schedules.
Other Experience
- Former Amazon and Trainline strategy roles.
- Offers outsourced automation and process‑optimisation services.
10. Sophie Wright, WrightCFO Ltd
Core Focus
Sophie Wright is the founder of an award‑winning consultancy delivering part‑time CFOs to U.K. SMEs since 2014.
Operational Finance Highlights
- Crafts rolling 13‑week and annual cash‑flow forecasts, aligning spend with strategic objectives and alerting owners to capital gaps months in advance.
- Oversees year‑end compliance and board‑pack production for a portfolio of SMEs, freeing founders to focus on product development and sales growth.
Fundraising / M&A Highlights
- Advises on IPO readiness and exit strategies, coordinating auditors, bankers, and legal teams while maintaining day‑to‑day finance rhythm.
- Executes deep‑dive profitability analyses, surfacing margin leaks and implementing cost initiatives that have lifted operating profit by up to 15%.
Other Experience
- Leads a team of CIMA, ACA, and ACCA‑certified professionals.
- “Best New Start‑up” highly commended (Richmond Chamber, 2015).
How Alexej Matches You With Denver’s Best CFO Talent
Curious what unfolds once you click “Book a discovery call”? The steps below show how Alexej’s Denver‑based Fractional CFO Collective hand‑picks and onboards the ideal finance partner for your brand, usually in under two weeks.
Who It’s For
Six‑ to nine‑figure eCommerce brands that have outgrown basic bookkeeping but need sharper insight than a controller can offer. Every engagement starts with your personal objectives—whether a seven‑figure exit, passive dividends, or global expansion—and then reverse‑engineers the finance roadmap.
Strategic Finance Pillars and Typical Impact
| Pillar | Focus Area | Typical Impact |
| Financial Road‑Mapping | 13‑week cash‑flow & five‑year models tied to founder goals | Clear runway & data‑driven milestones |
| Margin Expansion | SKU contribution, ad spend efficiency, 3PL benchmarking | +2–8 percentage‑points gross margin |
| Capital Strategy | Debt vs. equity mix, inventory financing, investor decks | Lower cost of capital, faster closes |
| Tax Optimisation | Inventory timing, R&D credits, cross‑border structuring | Reduced effective tax rate |
| Exit Readiness | Data‑room build, QoE‑ready numbers, valuation‑optimised KPIs | Multiple uplift at sale |
Engagement Models and Price Guide
| Model | Typical Scope | Price Guide |
| Monthly Retainer | Ongoing strategic finance leadership—cash‑flow forecasting, board reporting, KPI dashboards, lender / investor calls | $2 000–$6 000 / month |
| Hourly / Project | Deep dives such as SKU‑margin audit, 3PL tender, or fundraising deck | From $140 / hour |
| Equity / Success Fee | Optional kicker for capital raise or M&A | 1–3 % of capital raised or 0.5–1.5 × monthly retainer at close |
A part‑time CFO costs <10 % of a full‑time hire yet can add 5–10× that outlay in profit, cash‑flow resilience, or exit value.
Operational Finance
- Rolling 13‑week cash‑flow and SKU‑level margin dashboards
- Inventory, ad‑spend, and supplier‑terms optimisation to tighten cash‑conversion cycles
- ERP and Shopify Plus integrations for real‑time P&L views
Fundraising / M&A
- Investor‑grade multi‑scenario forecasts and sensitivity tables
- Capital‑stack design to balance dilution, debt service, and tax
- Full exit prep: data room, QoE coordination, buyer outreach, and bid comparison
Alexej’s Five‑Layer Vetting Gauntlet
- Background and fraud checks
- Case‑study modelling exam
- Reference calls with past CEOs and investors
- Soft‑skill and culture‑fit interview
- Paid trial sprint on a live client brief
Only candidates who clear every layer join the bench. Alexej re‑scores each operator quarterly to keep standards razor‑sharp. Want to understand the full process of selecting a top-tier fractional CFO? Check out this guide on how to hire a fractional CFO for actionable insights.
Within fourteen days Alexej will present one or two perfectly‑matched CFOs ready to start. Engagements also unlock access to the eCommerce Founder Community (see below).
eCommerce Founder Community
Not ready to hire a Fractional CFO yet?
Join our peer group instead. The community is designed first for eCommerce founders, but any operator who wants to master cash‑flow management, profitability, and financial decision‑making is welcome.
To explore top financial talent in key markets, check out our curated list of fractional CFOs in Denver.
Over the years, Alexej Pikovsky has benefited from elite groups such as Hampton, YPO, OnDeck, EO, and Dynamite Circle. Yet none dive into the granular finance levers that determine online‑retail profitability.
So he created a private community laser‑focused on one goal: maximizing profit margins for eCommerce brands doing $500,000 to $20 million in annual sales.
Member benefits include:
- Profit‑First Webinars and Masterminds – Live sessions where veteran operators share margin‑boosting tactics.
- Peer Knowledge Exchange – Private forum to discuss supplier terms, capital‑efficiency hacks, and salary benchmarks.
- Exclusive Dinners – Intimate gatherings in Los Angeles, New York, London, Lisbon, and Dubai.
- Resource Vault and Warm Intros – Templates, SOPs, plus access to an investor network.
Interested? Apply to join here →
FAQ
A Fractional CFO is a financial expert who offers services to businesses on a part-time or contractual basis. They provide the same level of financial oversight as a full-time CFO, but work for a fraction of the time, making it a cost-effective solution for SMEs or startups that may not have the budget for a full-time executive.
Choosing a good Fractional CFO involves several key considerations. First, look for qualifications and certifications such as CIMA, ACA, or ACCA to ensure they have the necessary financial expertise. Second, examine their track record in your industry to gauge their experience and effectiveness. Third, consider their range of services, from financial planning to cash flow management, to ensure they can meet your specific needs. Lastly, assess their communication skills and cultural fit with your organisation, as a good Fractional CFO should be able to seamlessly integrate with your team.
Fractional CFOs offer a wide range of services, including budgeting, financial planning, cash flow management, and fundraising assistance. They may also provide strategic advice, manage financial risks, and help in mergers and acquisitions.
FinUnit specialises in providing Fractional CFO services tailored to meet the unique needs of startups and SMEs. Our services range from financial reporting and modelling to investor reporting and competitor benchmarking. We also assist in equity fundraising, debt raising, and even in the sale or purchase of businesses.
The cost of hiring a Fractional CFO can vary, but with FinUnit, you can expect a monthly retainer ranging from $2,000 to $6,000. Hourly rates can start from $140, depending on the CFO’s experience and industry expertise.
