Where I help most
Fractional finance support, sized to where you are.
For founder-led businesses with real operating activity and data, but without the finance capacity to turn it into confident decisions.
Cash flow & reporting
A clean monthly close, with your bookkeeper or handled directly, and a clear view of cash, runway, and what’s constraining growth.
Growth that pays back
Knowing which spend, products, and customers actually make money, so you put more behind what pays back.
Systems & infrastructure
Accounting and reporting set up right in QuickBooks or NetSuite, with workflows built to scale as you grow.
Strategic decision support
Hiring, spend, pricing, and capital decisions tested before you commit, plus models and prep for fundraising, diligence, and M&A.
How we work together
We start with a focused review, and fix what we can along the way.
Before recommending anything, I review your books, cash, and reporting. How long that takes depends on how quickly I get access and how much needs untangling. Obvious fixes get made as I find them, so you aren’t waiting on a final report to see progress.
What you get from the review
- A clear read on what’s working and what’s at risk
- A cash snapshot: cash on hand, burn, runway, and what’s owed in and out
- Margins by product, service, or channel
- Accuracy issues in the books, with the quick ones already fixed
- A recommended next step, including an honest “you don’t need me yet”
What I need from you
- Access to your accounting system and bank feeds
- One person on your team who can answer questions
- A short kickoff and a readout conversation
The sooner I have access, the sooner you have answers.
Then, a focused project or ongoing monthly support. Ongoing clients keep the reporting and cash view running every month, built on the review work, so nothing is rebuilt.
Deliverables and fees agreed up front, not open-ended hours. I use AI-assisted workflows for routine work like reconciliations and first-draft reporting, and I review every number before you see it. Your budget goes to judgment.
Best fit
From first reliable monthly reporting to multi-entity, multi-state complexity.
A good fit if
- You’re making decisions on gut feel because the numbers are late, unclear, or untrusted
- You’re planning to raise, borrow, or sell in the next 12–18 months
- You’ve outgrown your bookkeeper’s reports but don’t need a full-time CFO
- You’re expanding into new states, entities, or channels
What I don’t do
- Tax preparation. I flag issues early and work with your CPA.
- Pitch investors or broker deals. I build the model, data room, and diligence readiness.
- Replace your bookkeeper by default. Cleanup can be scoped as a project.
About
Emily Atkins
I founded Emfira after serving as CFO of CareCar, a multi-state business I helped scale from about $1.5M to more than $30M in revenue through its sale. I’ve spent 10+ years across high-growth companies, global corporate finance, and M&A.
Passed all three levels of the CFA exam. Based in Miami.
Questions
What founders usually ask first.
How are you different from a bookkeeper or my CPA?
A bookkeeper records what happened and a CPA handles tax. I make the numbers useful for running the business: cash, margins, forecasts, and the decisions in front of you. I work alongside both.
Do I need this at my stage?
If you’re making decisions on gut feel because the numbers are late, unclear, or untrusted, yes. The initial review answers this honestly, and sometimes the answer is “not yet.”
Have you worked in my industry?
My CFO experience is in a multi-state business that grew from about $1.5M to more than $30M. Cash, margins, forecasting, and investor readiness work the same way across industries. I learn your industry’s specifics during the review and say so plainly when something is new to me.
How do you charge?
A set fee for the initial review, then a monthly fee tied to agreed deliverables, not hours. You know the cost up front.
What if my books are a mess?
The review shows how much cleanup is needed. It becomes a scoped project, done by me or a bookkeeper I trust, before ongoing work starts.
Will you attend board or investor meetings?
Not as standard. I prepare the materials and walk you through them beforehand, so you present with confidence.