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Fractional CFO for D2C and Shopify Brands

A fractional CFO for UK D2C and Shopify brands. We own your numbers, forecast your cash, find your margin, and tell you what you can afford to do next.

The problem we solve

Two things keep D2C founders awake. The first is running out of cash. The second is not knowing what you can actually afford to do next — whether you can afford to hire, order more stock, or put more behind a channel that looks like it is working.

Oro is the finance leader who answers both. We own your numbers, show you exactly how much cash you have and where it is going, find the margin that is leaking out of the business, and give you a clear monthly read so the big calls stop being guesses. Plain English, not spreadsheets you never open.

What is in scope

  • Full ownership of the numbers. We take ownership of your finances and work alongside your accountant, so one person is accountable for the numbers that matter.
  • Business and cash forecasting. A clear forecast of where the business is heading and how much cash you have to work with, updated as things change.
  • Cost optimisation. Finding and fixing the margin — supplier terms, pricing, and the places money is quietly leaking out of the business.
  • Ad hoc financial analysis for decisions. The one-off questions that need a real answer before you commit — paid channels, pricing changes, subscription mechanics, and international expansion.
  • Monthly investor and board reporting. A monthly pack with clear finance recommendations and observations about the business, not just numbers.

The tools we work in

We integrate into your existing stack. The typical Oro client runs Xero, QuickBooks or Pennylane for accounting, A2X for sales-channel reconciliation, Shopify with native or Triple Whale / Northbeam / Lifetimely for attribution, Klaviyo for email and SMS revenue, and Cin7, Unleashed, or Inventory Planner for stock. We do not require you to switch stack. We do require clean data going in.

Pricing

One simple monthly retainer of £2,000 to £6,000, depending on scope. One-month rolling notice either side — you are never locked into a CFO that is not working.

When this is not the right service

If you only need bookkeeping, VAT, or year-end accounts, you need a good ecommerce accountant, and we are happy to recommend a few. If you are well above £20m of revenue or running a complex group, you are ready for a full-time CFO, and we can help you scope that hire.

Frequently asked questions

How much does a fractional CFO for a Shopify brand cost?
A simple monthly retainer of £2,000 to £6,000, depending on scope. The driver is how much you need from us, not your revenue.
When does a Shopify brand need a fractional CFO rather than an accountant?
An accountant produces accurate numbers. A fractional CFO uses them to make decisions with you: can we afford to hire, should we order more stock, which channel actually makes money. If the question is "what should we do next", an accountant is not the right tool.
What tools do you work in?
Xero, QuickBooks or Pennylane for accounting; A2X for ecommerce reconciliation; Shopify analytics; Triple Whale, Northbeam, or Lifetimely for attribution; Klaviyo for revenue-by-flow; Cin7, Unleashed, or Inventory Planner for stock; Google Sheets and Excel for the model. We do not require you to switch stack.
Do you handle bookkeeping or VAT returns?
No. Oro is a CFO function, not a bookkeeper. We work alongside your accountant. If you do not have one, we will recommend two or three that work well with consumer brands.
What does the first month look like?
We get access to your numbers, build a forecast that shows your cash position and runway, find the obvious margin and cost wins, and hand you a first monthly pack with clear recommendations.
Can you help us raise investment?
Yes. Building the investor model and getting you raise-ready is part of what the retainer covers when the moment comes.
Written by William Smithwhite, Founder and Fractional CFO.
Last updated 2026-05-28.