Guide to Accounting and Fractional CFO Firms for eCommerce and CPG brands

November 2, 2023


Accounting is often referred to as the “language of business” because financial records and reports tell the story of a company’s financial health. It plays a pivotal role for businesses, enabling owners, managers, investors, and stakeholders to assess the company’s financial performance - and also why hiring the right accountant and CFO is crucial to running a successful business. 

Accountants and CFOs offer more than just the preparation of financial statements, tax returns, and payroll management. They are strategic partners, adept at providing guidance on budgeting, forecasting, and efficient cash flow management. They also offer valuable insights for fundraising, capital investments, and other critical financial decisions.

The right accountant or CFO can help businesses mitigate risk, save time, and make sound financial decisions. However, hiring a full-time finance team can be intimidating and expensive, and finding the right team that understands the nuances of eCommerce and CPG businesses can be even more challenging. Fortunately, there are firms that specialize in providing accounting and fractional CFO services tailored to the needs of early-stage and growing companies. 

We've put together a comprehensive list of accountants and fractional CFOs who specialize in eCommerce and CPG businesses and have the experience and expertise to help your business succeed.

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Acctuate provides interim CFO services to founder-led and venture-backed businesses looking to grow rapidly through fundraising, M&A, or organic expansion. Their expertise is tailored to technology, software, and eCommerce sectors. Their ideal size ranges from 25 to 400 employees.

Services: Fractional CFO / Advisory, FP&A, budgeting, fundraising and M&A

AVL Growth Partners

AVL drives mindful growth by bringing finance and accounting expertise to startups and high-growth companies to help them realize their goals. Their team of 15+ CFOs brings a minimum of 15 years of finance experience before joining AVL, ensuring a wealth of financial knowledge. They also support their clients by connecting them with an extensive external network of law firms, CPA firms, CROs, and CMOs to address their specific needs.

Services: Accounting, Fractional CFO / Advisory, HR / Payroll

Bean Ninjas

Bean Ninjas offers bookkeeping, accounting, virtual CFO, and tax services for 7 and 8-figure eCommerce businesses looking to scale. Their team possesses expertise across various platforms including Shopify, WooCommerce, Amazon, and omni-channel.

Services: Bookkeeping, Accounting, Fractional CFO / Advisory, BillPay, Sales Tax

CFO Plans

CFO Plans offers operational accounting, compliance, reporting, and financial modeling services.

Services: Bookkeeping, Accounting, Tax, Fractional CFO / Advisory


Decimal takes an operations-first approach to tackling financial operations for their customers through a deep understanding of each business’s processes and requirements to create a solution that leverages technology industry best practices to handle their bookkeeping needs. Decimal’s eCommerce bookkeeping services support their customers’ back-office technology needs, including inventory management, payment processing, and multi-channel support.

Services: Bookkeeping, Accounting, Tax, Expense management, Financial reporting, Inventory, Payroll Support (non-HR), Invoicing, Bill Pay


Escalon provides an experienced one-stop shop for essential business services. From startup to Exit, Escalon works to keep businesses healthy with all-in-one financial solutions. 

Services: Bookkeeping, Accounting, Tax, Insurance, HR / Payroll


Finaloop is an automated bookkeeping service built exclusively for eCommerce brands. Combining AI & machine learning, together with human accounting and e-commerce experts, Finaloop replaces their accounting software & bookkeeper to give updated financials  in real-time at a fraction of the cost.

Services: Bookkeeping, Accounting, Tax


FlowFi offers a highly curated network of expert CFOs and accountants that they match with their customers so they get accurate books and actionable financial intelligence.

Services: Bookkeeping, Accounting, Tax, Fractional CFO / Advisory, HR / Payroll

Graphite Financial

Graphite is a full finance department-as-a-service for early-stage and growing companies (from pre-seed to exit) operating just like an in-house accounting & finance team but for a fraction of the cost of hiring full-time staff. Graphite offers FP&A, tax & compliance, and startup accounting services including bookkeeping, revenue recognition, month-end close, inventory management, sales tax, financial modeling, board reporting, and more.

Services: Bookkeeping, Accounting, Tax, Fractional CFO / Advisory, HR / Payroll


LedgerGurus specializes in inventory, cost of goods sold (COGS), IMS implementations, sales tax, and more for growth-focused consumer product companies.

Services: Bookkeeping, Accounting, Fractional CFO / Advisory, HR / Payroll, Sales Tax, Inventory Management Software Implementations


Pilot offers an all-in-one finance solution for consumer goods and retail businesses including bookkeeping, CFO services, controller services, AR/AP, and tax.

Services: Bookkeeping, Accounting, Tax, Fractional CFO / Advisory

Propeller Industries 

Propeller is an enterprise-grade financial partner that empowers companies to reach their full potential. Propeller offers a fractional model that can be a cost-effective alternative to hiring full-time talent too early. 

Services: Bookkeeping, Accounting, Fractional CFO/ Advisory

Punch Financial

Punch partners with eCommerce businesses, offering bookkeeping and CFO consulting services. They work with customers to deliver rolling forecasts and real-time financial insights while modernizing their bookkeeping systems and time-tracking processes.

Services: Bookkeeping, Accounting, Fractional CFO / Advisory, HR / Payroll

Solid Ratio

Solid Ratio’s team of CFOs, controllers, accountants, and analysts offers fractional CFO services, financial planning & analysis, cashflow optimization & management, bookkeeping & controller services, and inventory and supply chain tracking. 

Services: Bookkeeping, Accounting, Fractional CFO / Advisory, HR / Payroll, Insurance

Accounting is not just about numbers; it's about understanding the financial story of your business. By partnering with the right accountant or fractional CFO, you can gain valuable insights to make informed decisions, optimize your financial performance, and achieve your business goals. Choosing the right accountant or fractional CFO to partner with can be a daunting task - that’s where Settle can help. Whether you’re just getting started or scaling your brand, our team can help you find the right partner that fits your needs - get connected with our team to find out more.

You should determine if any of the partners and/or partner services are right for your business and seek independent professional guidance. Settle makes no representation or warranties, expressed or implied, and expressly disclaims any and all liability that may be based on using any partner and/or partner services. Settle may receive a referral fee or other compensation if you use any of the partners.

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*The information in this article is for informational purposes only and should not be construed as legal, financial, or professional advice. Settle makes no representation or warranties, expressed or implied, and in no event shall Settle or its affiliates, agents, or employees be liable to you or anyone else for any decision made or action taken in reliance on the information contained herein.