Fractional CFO for founder-led businesses
Finance leadership for the moments that matter.
Clarity. Commercial Discipline. Confident Growth.
I'm Alex Sturge, a Chartered Accountant and fractional CFO. I help founders see clearly where cash and profit come from, fix what's holding growth back, and get ready for investment, without the cost of a full-time CFO.
I work with founder-led businesses from pre-seed to Series B, especially those preparing to raise, scaling fast, or needing a clearer view of their numbers. I have particular depth in technology and professional services businesses, including IT services, software, AI and cyber security, consultancies and agencies, and I've worked with marketplaces and across banking, insurance, energy, property, retail and travel.
ICAEW Chartered Accountant · 25+ years in finance leadership
Is this your business?
You probably need a fractional CFO well before you need a full-time one.
It usually starts with one of these.
Revenue is growing, but I still can't predict cash or runway.
I don't know which customers or products actually make us money.
Our forecast is out of date a week after we build it.
The reports tell me what happened last month, not what to do next.
Investors are coming, and our model and data room aren't ready.
We're behind plan and I can't see exactly why.
What changes when we work together
From uncertainty to numbers you can act on.
| Before | After |
|---|---|
| Uncertain cash position | A clear runway and a known funding need |
| Reports that explain the past | Forward-looking numbers that guide the next decision |
| Inconsistent pricing and discounts | Clear margins, price lists and approval rules |
| A forecast nobody trusts | A forecast your team owns and believes |
| Fundraising prep under pressure | A credible model, story and data room |
| A missed plan with no clear cause | Root causes, a recovery plan and clear owners |
Three things I help you do
Create financial clarity
Sharper reporting, reliable forecasts and a clear view of performance, so you decide with confidence.
Improve commercial performance
Fix what's underperforming, tighten pricing and rebuild margins.
Prepare for confident growth
Get investment-ready, with the controls and foundations to scale without surprises.
Why founders work with me
Big-company discipline, in a style that fits a growing business.
- Hands-on with early-stage founders. CFO and director at TaskM8, preparing the business for a planned multi-million-pound seed raise.
- 25+ years in finance leadership, including 23 years at Accenture, one of the world's leading technology and AI services firms, latterly as Finance Director for its $1.5bn Financial Services business in the UK and Ireland.
- Results that show up in the numbers. More profit from the same sales, with margins up by more than 2 percentage points in a year, and 20% higher margins after fixing an acquired business's pricing.
- AI-enabled ways of working. I use AI tools extensively to build models, analyse data and prepare reporting faster, so more of your budget goes on judgement and decisions, not spreadsheet time.
- Approachable and practical. I bring big-company financial discipline in a collaborative style that fits naturally into fast-moving businesses.
What people say about working with me
“He was an integral part of my leadership team, and instrumental in the group's return to double digit growth… Alex really made it easier to do my job as the MD.”
“Alex is both a superbly detailed and highly pragmatic finance lead… very quick to pick up on risks before they materialise as issues.”
“Alex brings exceptional leadership, attention to detail… Alex is confident, brings a point of view and is a real driver in the team. Generates confidence very quickly and partners across the business well.”
How we start
A simple, low-risk first step.
- A free 45-minute conversation. We talk about the decision putting you under most pressure, and where CFO support could help.
- The first 30 days. I establish the true financial position and agree the priorities with you.
- Ongoing support, sized to what you need, from a monthly workshop to two days a week.
Start with the decision that matters most.
Or email alex@alexsturge.co.uk