Who We Serve

Three types of business. Three sets of financial pain. One fractional CFO who knows all three.

The financial challenges facing a Shopify brand are completely different from those facing an established mid-size company. 28CFO was built with the depth to serve all three — without treating every business like the same business.

The Three Segments

Which one describes your business?

€2M – €20M revenue

Mid-Size Companies

Established businesses with real revenue, real complexity, and a growing gap between what your accountant provides and what you actually need to run the business.

You'll recognise these situations:

Revenue is growing but cash flow feels tighter every month
Your accountant produces accounts — nobody produces a forecast
You're making scaling decisions (staff, premises, equipment) without financial modelling
A bank or partner asked for a 3-year financial projection and you don't have one
You have no clear view of which products, customers, or channels are most profitable

Mid-Size Companies →

DTC · Shopify · WooCommerce

E-Commerce & DTC Brands

Fast-moving product businesses where cash is tied up in inventory, margins are squeezed by acquisition costs, and financial clarity is the difference between scaling and burning out.

You'll recognise these situations:

Revenue is growing but gross margin is shrinking — and you don't know why
Cash is permanently locked up in stock that hasn't sold yet
You don't know your true customer acquisition cost vs lifetime value
Seasonality creates cash flow crises that feel impossible to plan for
Shopify shows revenue. Your bank shows something very different.

E-Commerce & DTC →

Pre-Seed · Seed · Series A

Startups

High-growth businesses where the financial function is either non-existent or not yet fit for investor scrutiny. You're burning cash, building fast, and need numbers that can withstand due diligence.

You'll recognise these situations:

An investor asked for your unit economics and you had to Google the term
You know your runway is somewhere between 6 and 18 months — but you're not sure
Your financial model was built in a weekend and you wouldn't show it to a serious investor
You need to close a funding round in the next 6 months
Your bookkeeper records what happened. Nobody forecasts what comes next.

Startups →

Not Sure Which Segment Fits?

Answer these questions. Your segment will become obvious.

The right segment determines the right service, the right framing, and the right financial priorities. Here are the questions that identify which 28CFO engagement is right for you.

Do you have investors or a board that requires regular financial reporting?

If yes — and especially if you're PE-backed or preparing for exit — you need a CFO who understands institutional reporting standards, not just management accounts. See Mid-Size Companies →

Are you planning to raise funding in the next 12 months?

Fundraising requires investor-grade financial models, clean data rooms, and a CFO who has been on the other side of due diligence. See Startups →

Is your revenue primarily from online product sales?

E-commerce and DTC businesses have unique financial challenges — unit economics, inventory, CAC/LTV — that require specialised CFO frameworks. See E-Commerce →

Are you a profitable, established business that has outgrown your accountant?

You need strategic financial leadership — forecasting, cash flow architecture, and a finance function that supports your next phase of growth. See Mid-Size →

Still unsure?

Book a 30-minute discovery call

Tell us what you're dealing with. We'll tell you whether 28CFO is the right fit — and exactly which service makes sense for your stage.

No commitment required

No pitch, no pressure

Honest assessment of what you actually need

First deliverable visible within the call

Book a Discovery Call

Your segment. Your challenges. Your CFO.

28CFO serves three types of business — and knows that each one needs something different. Let's talk about yours.

Book a Free Discovery Call