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I work with founder-led e-commerce brands as a strategic finance partner, helping bring clarity to pricing, profitability, cash flow, and growth decisions. I’m not a traditional fractional CFO—and that’s intentional.

Most e-commerce founders know their revenue.
Far fewer truly understand where they’re making money, where they’re losing it, and what to do next.

Before doing this work, I was a brand owner myself. I’ve sat in the same seat, made the same tradeoffs, and felt the same pressure that comes with trying to grow without breaking the business. That experience shapes how I show up for clients.

A lot of the value I provide doesn’t live in spreadsheets. It comes from helping founders think through tough, often messy decisions with real numbers behind them—and without feeling like they’re doing it alone.

Some of the ways I typically help:
• Understanding true contribution margin by product and sales channel
• Pricing and unit-economics decisions that actually improve profitability
• Setting realistic ROAS and CPA targets that align with cash flow
• Forecasting and planning so surprises are minimized
• Acting as a sounding board as the business scales and decisions get heavier

I don’t replace your bookkeeper or accountant. I help make sure the numbers are structured in a way that’s actually useful—and then help translate them into clear, actionable decisions.

I try to be direct, accessible, and generous with my time and perspective. The best work happens when founders feel comfortable asking real questions and having honest conversations.

Best fit: founder-led e-commerce brands doing meaningful volume who want clarity, confidence, and a true thought partner—not just reports.

Freedom Finance is a boutique fractional CFO and accounting firm built exclusively for ecommerce brands.

We work with founders who have outgrown basic bookkeeping and need real financial clarity to scale profitably. Our focus is on cash flow, inventory, unit economics, and decision-ready reporting — not just historical financials.

We help ecommerce teams:

• Understand true profitability by product, channel, and offer

• Manage cash flow and inventory without surprises

• Build and maintain forecasts and 13-week cash flow models

• Improve gross margin, contribution margin, and ad efficiency

• Prepare clean, investor-ready financials

We primarily support Shopify brands in the $1M–$50M+ range across DTC, subscription, and omnichannel ecommerce. Engagements are fixed-price and hands-on, with CFO-level ownership — not outsourced bookkeeping.

If you’re looking for a financial partner who understands how ecommerce actually works, we’d love to help.

Fractional CFO and Accounting for 7&8 figure eCommerce businesses.

Our team of 20+ experts helps you grow faster & more profitable.

We specialize in multi channel eCom brands with books in Finaloop, QBO, Xero or Netsuite.