Fractional CFO
Finance that runs itself. Numbers you can trust.
Fractional CFO for UK SaaS and regulated-tech founders, seed to Series B. I build the automated finance engine, then stay on the bridge with you to steer the ship.
“Huge value add, feel like we are in a good place with our finances (finally!)”
- £50m+ in fundraising
- Month-end: 4 days → 4 hours
- CFO to SaaS & FinTech
- Drover & Butter: FCA-regulated, both acquired
Who it's for
For SaaS founders who…
Have raised, or are about to, and need board-ready numbers
Lose days to month-end, or don't really have one
Have a bookkeeper or accountant, but no CFO
Are growing fast and can't see runway past next quarter
Track record
Proof, not promises
“Will has really revamped our function, bringing way more clarity to our finances and forecasts. Also really driving processes with AI. Huge value add, feel like we are in a good place with our finances (finally!)”
£50m+
of fundraising supported
4 days → 4 hours
month-end close at Jigcar, a Series A SaaS
+1 month
of runway found through simple cash planning
Current clients include Jigcar (Series A logistics SaaS) and Resonance Tunes (pre-seed).
The entry offer
The Finance Ops Health Check
Two weeks. I review:
- 1Your finance stack: Xero, Stripe, billing and payroll
- 2How long month-end takes, and where the time goes
- 3Your reporting pack and SaaS metrics: MRR, churn, LTV, CAC payback and gross margin
- 4Your cash position, runway and the next 13 weeks
- 5Every manual process that could be automated
Deliverables
What you get
- A written report on your finance stack and month-end
- Your SaaS metrics, cleaned up and explained
- A 13-week cash forecast
- An automation map with the hours each change saves
- A prioritised 90-day plan
- A 60-minute readout call
Health Check
£1,000 £1,500
Founding price for the first five founders, then £1,500. Credited in full if we keep working together within 14 days.
“…way more clarity to our finances and forecasts.”— Elliott Perks, CEO at Jigcar
Day 1
Kick-off and read-only access
Days 2–9
Review
Day 10
Readout
Ongoing support
After the health check
Most founders keep working with me in one of three ways:
Oversight
from £1,000/month
One day a month. Monthly management accounts, rolling cash forecast, SaaS metrics and a monthly CFO call.
Fractional CFO
from £2,000/month
Half a day to a day a week. Board and investor reporting, pricing and unit economics, planning, fundraising support.
Finance Systems Build
project-based
Automated month-end, reporting and dashboards built on Xero, Google Apps Script, Claude and AI agents. Typical build 4–8 weeks.
Day rate £1,000. Health check fee credited in full against any of these within 14 days.
About
About Will
I'm Will Goodman, a fractional CFO for UK SaaS and regulated-tech companies. I trained in tax and audit at BKL, worked in finance at Drover and Butter (both later acquired), and was Finance Director at YourWelcome. I'm AAT qualified and a Xero expert.
Today I work with founders from pre-seed to Series B, building finance functions that largely run themselves, using everything from Xero and Google Apps Script to Claude and AI agents. My view: if you can describe a finance process, you can automate most of it. The judgement is where I come in.
FAQ
Common questions
Do you replace my accountant?
No. Most clients keep their accountant for year-end and tax filing. I sit above that: systems, reporting, cash, planning and investor work.
What access do you need?
Read-only access to your accounting software (usually Xero), Stripe or billing, and bank feeds. Nothing leaves your systems without your say-so.
How much of my time does the health check take?
About two hours: a 30-minute kick-off and the 60-minute readout, plus a few quick questions in between.
What happens after the health check?
You keep the report and 90-day plan either way. If you want help delivering it, we agree the right level of support and the fee is credited.
Do you work with companies outside SaaS?
Yes, particularly regulated businesses with complex revenue, such as FinTech and marketplaces. The problems are usually the same: revenue recognition, data and reporting.
Start with a 20-minute call
We'll look at where your finance is today and whether the health check is the right next step. No prep needed.