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UK fractional CFO • Consumer brands only

The fractional CFO for UK consumer brands.

We work exclusively with UK D2C, ecommerce and FMCG founders on the financial decisions that move the business: unit economics, cash runway, inventory financing, fundraise readiness, and exit preparation. Part-time presence, full-time accountability.

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William Smithwhite, Founder and Fractional CFO
Founder
William Smithwhite
Founder and Fractional CFO

Fractional CFO to UK consumer brands. Ex-Credit Suisse investment banker with over $20bn of M&A across industrials, and co-founder and CFO of D2C skincare brand Fjor.

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What changes when Oro is in the room

A strategic finance leader on your team, so the big calls stop being finger-in-the-wind guesses and start being decisions backed by the numbers. Results from real consumer-brand engagements.

80%
Reduction in customer acquisition cost at a skincare brand by rebuilding spend around channel-level contribution margin.
150bps
Gross margin improvement delivered through supplier renegotiation and tightened terms.
2 months
From kickoff to accurate forecasting and confident, numbers-led decision-making.

Three kinds of consumer brand we work with

D2C / Shopify

D2C and Shopify brands

Multi-channel revenue, paid acquisition pressure, attribution noise, and inventory tied up in stock. We rebuild the unit economics by channel and SKU so the next £1 of ad spend is a decision rather than a guess.

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Amazon

Amazon FBA sellers

Amazon hides the truth in settlement reports. We map every fee, return, storage and PPC line back to SKU-level contribution, so you know which ASINs make money and which are funding the catalogue.

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FMCG / CPG

FMCG and CPG brands

Trade promotions, listing fees, distributor margins, MOQ-driven cash flow. The retailer P&L is opaque on purpose. We rebuild it so the founder can negotiate from the same side of the table as the buyer.

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How we engage

Each engagement is one of five shapes. Every one is delivered by the same founder, against a fixed monthly retainer, with a one-month rolling exit. We do not subcontract the financial brain.

Frequently asked questions

What does a fractional CFO actually do for a UK consumer brand?
A fractional CFO owns the financial decisions a founder should not be making alone: unit economics by SKU and channel, cash runway and inventory financing, pricing, fundraise readiness, and exit preparation. At Oro that work is delivered part-time, typically two to six days a month, against a fixed monthly retainer.
When is the right time to hire a fractional CFO?
Most UK D2C brands benefit between £500k and £20m of revenue. Below that, a strong ecommerce accountant and a clean P&L is usually enough. Above it, you may need a full-time finance leader. The trigger is rarely revenue alone: it is a fundraise, a working capital crunch, an exit conversation, or a margin problem the founder cannot diagnose alone.
How is Oro different from The CFO Centre, FD Capital, or a generalist outsourced FD?
Oro is single-vertical. We only work with consumer brands. That means we already understand A2X, Cin7, Klaviyo attribution, Amazon settlement reports, supplier and retailer margins, and the specific contribution margin maths of subscription versus one-off D2C. Generalist FDs are excellent for B2B SaaS or professional services; they are not the right tool for a Shopify brand with 600 SKUs.
What does it cost?
One simple monthly retainer of £2,000 to £6,000, depending on scope. The same retainer covers ongoing work, a fundraise, or exit preparation. We publish pricing on each service page.
Do you work with brands outside the UK?
The core focus is UK-domiciled consumer brands because that is where Oro is registered and where the tax, VAT, and inventory-financing regime is most relevant. We will consider Ireland and EU-export-heavy UK brands case by case.

Numbers that move the business. From the first month.

Send a short note about the brand and the decision in front of you. We reply within one working day with whether we are the right fit or who is.

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