You’re growing fast. Sales are up, stock’s moving and the reports look… okay. But you can’t quite see the full picture - what’s driving profit, what’s draining cash or what the numbers are really telling you.
That’s often the moment founders start asking: “Do I need a CFO?”
The difference between a bookkeeper, an accountant, and a CFO
In the early days, a bookkeeper and accountant are all you need. They keep things compliant and organised - the essentials.
|
Role |
Focus |
Typical Output |
|
Bookkeeper |
Records day-to-day transactions |
Reconciles bank accounts, receipts, payroll |
|
Accountant |
Lodges tax and statutory reports |
BAS, tax returns, compliance |
|
CFO |
Turns numbers into strategy |
Budgets, forecasts, margin analysis, cash flow planning, management/board reporting |
A CFO steps in when you want to understand what’s behind the numbers and use that insight to make smarter, faster decisions.
If your questions are shifting from “What do we owe?” to “Can we afford to hire?” or “How much can we invest in marketing without hurting cash flow?”, you’re ready for that next level.
Five signs you’ve outgrown bookkeeping
-
Cash surprises are becoming the norm.
You have profit on paper, but the bank balance tells a different story. -
You can’t clearly explain your margins.
You know sales are strong, but you’re not sure which products or channels are actually driving profit. -
You’re scaling - more products, more markets, more complexity.
Suddenly, managing inventory, freight, duties and multiple currencies starts to feel like guesswork. -
Decisions are made without data.
You’re hiring, ordering stock or launching into new markets based on instinct - not insight. -
No one’s connecting the dots.
You have a bookkeeper, accountant, maybe even an operations lead, but no one’s looking at the full commercial picture.
What a Fractional CFO actually does
A CFO doesn’t replace your bookkeeper or accountant - they bring everyone together. At Evolve, that looks like:
Financial modelling & forecasting - visibility over where you’re headed, not just where you’ve been.
System and process optimisation - ensuring your accounting system, eCommerce website and marketplaces, inventory and reporting tools actually talk to each other.
Commercial analysis - understanding product margins, pricing strategy, and marketing ROI.
Strategic advisory - supporting founders through decisions like funding, hiring and expansion.
The goal isn’t more spreadsheets - it’s clarity. A CFO translates financial data into plain English and actionable insights, so you can run your business with confidence.
Why this matters for founders
Finance shouldn’t feel corporate or overwhelming. It’s the story of your business and when you can read it, you make better decisions.
At Evolve, we work as part of your team, helping you connect the dots between creative ideas and commercial outcomes. We believe founders deserve financial partners who match their energy, understand their goals and help them grow sustainably.
Ready to step up?
If you’re ready to stop guessing and start making data-backed decisions, our Financial Roadmap session is the perfect next step. In one half-day, you’ll walk away with clarity on your goals, a financial framework to support them, and a roadmap tailored to your business.
