Figuring

About Figuring

A boutique fractional CFO practice helping founders turn financial complexity into clarity.

We work with early-stage and scaling companies that need senior financial leadership, without the cost or rigidity of a full-time CFO. We support founders who are navigating growth, uncertainty, or change, and need clear financial insight to make confident decisions.

How we work

We make your numbers make sense, even if finance isn’t your comfort zone. Our role is to translate complexity into clarity so founders can make confident decisions without wading through jargon or unnecessary detail.

How we engage

We get into the detail when needed, but keep recommendations simple and actionable. We work alongside founders and teams through moments of uncertainty, pressure, or change, providing calm, senior financial leadership.

What we bring

We provide CFO-level thinking focused on visibility, cash, risk, and scale. We help strengthen financial foundations, improve confidence in the numbers, and support decisions that matter, without the cost or rigidity of a full-time hire.

What we build

We build reporting, controls, dashboards, and processes that small teams can actually use. Our aim at Figuring is to strengthen capability and resilience, not create dependency or complexity for its own sake.

William Rudd

William Rudd is an experienced fractional CFO who helps high-growth companies build strong financial foundations, improve cashflow visibility, and scale with confidence.

He has held senior finance roles at Dyson and KOKO Networks, and has delivered finance leadership across startups, scale-ups, and multinational businesses spanning Climate, Automotive, FMCG, Manufacturing, Retail, Beauty, Furniture, and frontier technology.

FAQs

A fractional CFO provides senior financial leadership on a part-time or flexible basis. You get experienced CFO-level support — without the cost, commitment, or rigidity of a full-time hire.

Typically when your business is growing, complexity is increasing, or decisions are starting to carry more financial risk. This often coincides with fundraising, rapid growth, unclear reporting, or pressure on cashflow.

Accountants and bookkeepers focus on recording the past. Figuring focuses on forward-looking insight, decision support, and financial leadership, translating numbers into clarity, strategy, and action.

Yes. We work with early-stage businesses that need senior financial thinking early, particularly when preparing for growth, investment, or operational scale.

Engagements are flexible and tailored, from short diagnostic projects to ongoing fractional CFO support. We align around outcomes, not hours, and scale involvement as needs change.

Yes. We support founders through capital planning, financial modelling, narrative development, and investor discussions, helping ensure you raise the right amount, at the right time, on the right terms.

Absolutely. We often work alongside bookkeepers, finance managers, or heads of finance – strengthening systems, mentoring teams, and building internal capability rather than creating dependency.

Our experience spans Climate, Automotive, FMCG, Manufacturing, Retail, Beauty, Furniture, and frontier technology, but our approach is sector-agnostic and grounded in fundamentals.