Budget & Forecast Modelling
Bespoke financial services and support tailored for your business
At CFO 4 U we provide expertise for start-ups and high-growth SMEs who are prioritising financial transparency. From Bookkeeping to experienced virtual and fractional CFO.
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A little bit about us
As financial experts and advisors, you might expect us to say that cash is king... but at CFO 4U we believe that communication is king.
We understand (all too well) the frustration of founders and owners who didn’t start their business with the intent to work as accountants, but have ended up existing in this space to keep up with the requirements of their board and investors.
We have seen so many business founders and directors spend hours of their precious time on spreadsheets and reports even though they know that time would be better served in other areas of their business.
So to put it simply, we exist to make life easier, yes for our clients, but also for our employees.
CFO 4U recognises that a lot of women have had to compromise or completely quit their financial careers for many different (and unnecessary) reasons, and we want to see that change.
Our goal is to create an inclusive environment that accommodates a range of different working styles while still providing the highest quality CFO services to our clients.
Meet the Directors
Julian So, Founder and CEO
After wrapping up a long career as a chartered accountant and a successful exit with a company that he was an executive director and shareholder of, Julian began to explore angel investment. This led him to his newfound passion for working with high growth startups. Bringing over twenty years of commercial experience to the work he does today Julian specialises in providing VCFO services for SaaS and deep-tech start-ups.
His unique insight into the challenges of high growth companies helps him provide truly bespoke advice and services to these fast-paced and high stakes industries. His ongoing involvement in the investment world gives him real-time experience and insight into the minds of potential startup investors.
Connect with Julian on LinkedIn and start a conversation today
"I've learned over many years that if you look hard and listen closely, both your numbers and your people will tell you invaluable information about how to move the organisation forward."
Fatima Llaguno, Co-Founder and COO
Long before starting her professional life, Fatima's early experiences watching the inner workings of her family's business gave her a passion for what would later become a career in finance.
After graduating with BA in marketing and business administration, Fatima quickly moved into a financial and administration role that would see her overseeing a full spectrum of responsibilities, including managing the business import and export functions.
When a position became available at the transglobal enterprise Siemens, Fatima embraced the experiences and opportunities which came along with it. She quickly transitioned from the accounts payable up the ranks of management. These progressions allowed her the opportunity to eventually transfer to Siemens Headquarters in Germany and then to Los Angeles to assume a Plant Controller position.
After bringing her ten-year career at Siemens to a close and making a lifestyle move to New Zealand in 2018 Fatima was recruited by L3Harris Airline Academy as their Financial Controller.
Throughout her career journey, Fatima has tenaciously and intentionally pursued the creation of more unity, transparency and inclusivity within an organisation. With an eye for the big picture, straightforward communication and a collaborative leadership style, she brings a large amount of experience that can be easily adapted and implemented across a diverse range of industries. Fatima specialises in providing VCFO services for SaaS, Deeptech and Manufacturing companies.
Connect with Fatima on LinkedIn and start a conversation today
Certified Partners
How do you know if you need us?
- Do spreadsheets do your head in?
- Is inconsistent financial information frustrating your stakeholders?
- Do you find the numbers confusing?
- Does your investor tell you they want better visibility with your finances
- Does it feel like you are having a good month but the profit and margin in your reports don’t match your intuition?
We provide customised services that meet your business where it’s at and help you take the next step in growth and development.
Industries we specialise in:
SaaS
Are you always stressed about your runway?
Do you know your SaaS metrics?
We live and breathe this fast-paced, ever-evolving industry. Read more...
Manufacturing & Construction
Is inventory and WIP management giving you headaches?
We have decades of experience in the construction and manufacturing industry. Read more...
Deep Tech
Are you struggling with the commercial side of your business?
We understand that deep tech businesses are often looking for practical, commercial business advice and services tailored to their industry. Read more...
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What our clients say
Terrific resource for start up and growth companies who need an outsourced finance solution. Julian and the team give great, expert, quick support and advice.
Will Sellar
A little skeptical at first, but now a few short months working with the team and what a difference. Streamlining, simplifying, clear regular comm's - it's just easy which is exactly what I need. The cherry on top for me is the value add stuff - the other advice, examples and experience CFO4U bring to the table over and above due to their extensive experience in SaaS and Tech Start Up world. Highly recommend.
Miriana Lowrie
Julian always provides an understanding and helpful perspective when giving advice. It is clear it comes from a wide range of experiences. The insights he has shared have helped shifted my perspective and approach certain matters with an improved train of thought.
Jack Fowler
We've just started working with Julian and so far he has brought so much to the table. He's a straight shooter and it's great having his level of expertise on the team. And he's a nice guy to boot!
B K
We are a small biotech startup based in Auckland. CFO4U has been amazing helping us manage our finances and provided us with on-call support for any issues and questions. Would recommend to any startup looking to streamline founder time.
Olivia Ogilvie
Julian and Fatima have proven to be a very valuable additions to the Onfarm team. They are very focused and have provided us with the financial forecasting we need to scale. I would happily recommend this service to any business.
Gary Arnott
Very professional and responsive. Julian and his team provide us with the financial and management advice we need to grow. I would recommend CFO4U to any small business.
Grant Smolenski
Appointed Julian and the team a couple of months back and couldn't be happier. Great people to work with and awesome to now share the load. Highly recommend if you need a VCFO.
Craig Herbison
Julian is an excellent accountant with a wealth of knowledge and experience in early-stage high growth New Zealand companies. He is diligent, well connected, professional, pragmatic and honest. CFO 4 U is a great choice for your vCFO needs.
Jake Hoffart
Julian has been incredibly helpful and insightful with the work he has done with Showing Waikato. Helping not only with what was offered but by providing great advice in other areas, while also explaining things in an easy way to understand.
Damian Sicely
Great advice, very practical and engaging. Julian was able to connect with me at my level which I really appreciated. Highly recommend talking to him about your business.
Helgaard Theunissen
We use the CFO 4 U team @ Spoke Phone in to provide financial modeling and other strategic financial services. For us, they work well in conjunction with our internal finance team to support the business on special projects. Julian and the team are super responsive and knowledgeable, often turning items around in hours, with great quality.
Jason Kerr
I am so grateful to Julian, he was the icing on the cake for my business plan. He developed a working finacial tool for potential investors and he helped me to understand this tool. I have been in business before and I relied heavily on accountants. This tool allows me to be self sufficient. His skills are exceptional and I recommend him to anyone wanting to startup a business in fact I recommend him to anyone in business. Thanks Julian!
Donna Pokere-Phillips
Julian So has an in-depth understanding of SaaS companies. The financial models that he builds are not only informative but also valuable from day one. He is willing to work directly with the wider team and to be proactive in terms of the advice he provides. I highly recommend Julian to any CEO or director looking for a VCFO for their SaaS business. Five stars!
Dennis Murray
Hands down Julian So provides awesome customer relations, he is patient and has helped me to make complex work easier to understand and was able to deliver the training I needed to create a consolidated forecast at a crucial time for my business. Thanks Julian!
Natalia
I have found Julian really easy to deal with. He is a wealth of knowledge when it comes to getting start ups ready for their capital raise journey. He definitely added a lot of value for us. Thanks Julian!
Jason Low
I am CEO of a biotech start-up and have been working with Julian for 12m or more. Julian is not your regular CFO. He brings energy and positivity to match his financial insight. There is a buzz about him. You know when he is about because the ideas flow. And if that isn't enough he is well connected in the investment community. Top bloke. Steve Hodgkinson
Steve Hodgkinson
The team at CFO 4U has been instrumental in supporting my business. Their expertise goes beyond the intricacies of accounting and finance in a start-up environment; they have been essential in the overall management of the company. Acting as a sounding board, ally, and supporter, they are always ready to help with ideas and solutions when challenges arise. I have worked with the team at CFO 4U across two of my businesses and cannot recommend them highly enough.
Rebekah McShane
Julian listens carefully and has the ability to make an accurate appraisal of a business' position and it's potential. He provides experienced-based guidance, and I would recommend him to all Founders working to grow their company.
Tim O'Donoghue
As a small business owner, Julian and his team have been incredible. I have used their services for the past 2 years and they manage all the day to day book keeping in Xero + put together all reports for our board meetings. Their services have allowed me to get on and focus on growing the business and servicing our clients. I cannot recommend them enough. Thanks a lot
Ben Redwood
Julian came onboard as virtual CFO and has been amazingly effective in transforming our Finance role. He reviewed our systems and automated using standard tools functions that caused us huge pain each month end. We struggled to have finials out by the 24th of the month now they are out before the 10th. having automated the back end he was also very effective mentoring the team and turning around one team member from challenging to highly successful. He also analysed the team recommended a new addition then unlike a consultant found and recruited an excellent candidate. Julian quietly gets things done, unflappable under pressure, results focused and just provides sensible advice and solutions and makes them happen. Julian is a keeper!
John O'Hara
An excellent organization for any CFO related services. I couldnt recommend them more highly.
Daryl French
I recently engaged the services on Julian from CFO4U and cannot emphasise enough how professional, fast and easy it has been from day one. I am truly blown away by the experience so far and it has far exceeded what I was expecting.
John Hussey
Julian is a key person of influence in the New Zealand entrepreneur ecosphere. Highly responsive, approachable and generous with his time, Julian offers insightful business analysis and has a broad and in-depth knowledge relevant to anyone looking to launch or invest in start-up and tech in New Zealand.
Tobias Tohill
Julian and the team at CFO 4 U have been an absolute delight to work with. They have gone above and beyond to really get a good understanding of our business and our ends. They have actually made finance enjoyable which I wasn't sure was possible! Highly recommend.
Toby Skilton
Very friendly and supportive people, who are quick to reply and gave straightforward and clear advice. They listen, and then answer the questions I have asked (instead of going off track and telling me something irrelevant).
Alison Herft
CFO 4U have been great to work with - they are flexible and accommodating and feel like a member of the team. For a start up this is so important!
Kimberlee Jordan
I would highly recommend Julian and CFO4U to assist any small medium business who are looking to reset their financial and commercial analysis skill set. Happy to provide a reference as required Rich Fraser, CEO SMX
Richard Fraser
Masters of their trade. Highly recommend.
Guy Phillips
CFO4U is a great addition to any team, have been working with Julian and the team for 18 months, and it's been very helpful. Julian is a strategic thinker with a flexible mind that can understand the minutiae of business. He also really cares!
Michael Read
Julian, Denisa and the CFO4U team have provided a valuable service to us at Automate-X. They have adapted their offering to our changing requirements, providing both financial insight as well as being a sounding-board in key business decisions. A virtual CFO with the double-edged benefit of being external enough from day-to-day business to provide third-party insight, but involved enough to know the business operations, is a perfect balance that CFO4U deliver for us.
Ben Haughey
We can highly recommend CFO 4 U, Julian is professional yet real, he speaks in language everyone in the room can understand, but yet delivers accurate financial information for business owner to make sound financial decisions. Highly recommend using Julian for your CFO requirements.
Nicky ISS
Julian and the team are amazing. They work fast, understand the needs of growing companies and are super pragmatic. Would have no hesitation in recommending them.
Laura Bell Main
Hazard Evaluation Ltd (HazEL to our friends), has used the services of CFO4U to provide financial advice and CFO services for the past 12 months. Julian and the team bring comfort to our stakeholders, that our cash forecasts are based in sound reasoning and we are on track to deliver real value.
Kate Bromfield
Julian is a very experienced operator in assessing fast growth business. Helping with cashflow forecasting, finding capital and working with you board and shareholders.
Darren Bainbridge
Very easy to discuss both business management and finance with. CFO4U have guided us through many complex situations whilst also providing day to day support.
Mark Findlay
Julian is a straight talking and pragmatic consultant who helped us immensely. He exceeded our expectations both in terms of customer service and advice. I thoroughly recommend him.
Paul Veric
Julian and the team at CFO4U are a fundamental part of our business and always just feel as part of the team. They genuinely care and are constantly looking at ways to advance our company. Highly recommended. Will Alexander - CEO, Renti
Will Alexander
We started working with Julian in early 2022 and he has added a lot of value to our business. He is knowledgeable, hard working and responsive when we need him. His work is thorough and easy to navigate. I recommend working with Julian if you need a CFO.
Bram Smith
Julians services have been outstanding. We are a start-up and have felt CFO4U was the perfect service for us. With Julian having experience as an investor himself, he brought a much need perspective to our business which was crucial, as we have been getting ready to raise capital. I can highly recommend Julian and the CFO4U team.
James Ferrier
Julian knows his stuff, he's very efficient and full of knowledge and ideas! Highly recommend this team!!
Samantha Tennent
Julian has a wealth of knowledge and real-world experience and is perfect for any SaaS company looking for great guidance and advice.
Steve Hockey
The team at ZenContract love working with CFO 4 U - such a great team and very knowledgeable in the world of SaaS and SaaS reporting, accounting and forecasting - a huge help - well done Denisa and Kirsty!!
Gregory Sharp
I've known and worked with Julian for 5+ years in various capacities. Most recently Julian has provided CFO services to our company. He has an in-depth understanding of cashflow which has generated a strong cash position. Julian generates timely, accurate and useful reports to assist in decision making. His pragmatic commercially focused finance knowledge has helped shape the company and drive growth.
Alex Dallas
I am the founder of an IP based, but consumer facing business, with several divisions, and Julian has been a key advisor to me for the last 15 months: For example recently he made a comment in one of out regular advisory board meetings which led me to make a strategic staffing decision which I am very VERY pleased with! We are a great team growing exciting and profitable business, and giving 10% to charity, and having a fair amount of fun as well, so I highly recommend Julian! Simon Moore Flexiroof Ltd | Urquhart Golf Ltd | Sign Sixty Ltd
