Fractional CFO for consumer internet companies
Consumer internet businesses live or die on cohort behaviour. Retention curves, ARPU mix, payback period and the share of revenue coming from the top decile of users tell you whether the product is compounding - or whether paid acquisition is masking a leaky bucket.
Generic finance functions tend to report DAU, MAU and revenue, and call it a day. That is not enough when the difference between a venture-grade business and a slow-fade app sits in the slope of the retention curve and the contribution margin per cohort. A fractional CFO who has read those numbers across dating, social, content and gaming knows what good actually looks like.
We work with consumer founders across the spectrum, and bring the cohort and unit-economic lens that turns dashboards into decisions about pricing, paid spend and product investment.
Choose a fractional CFO that understands consumer internet
Cohort math, properly done
LTV, payback and retention need to be measured cohort by cohort, channel by channel - not as blended averages that hide the truth. We build the cohort waterfall and the contribution margin view that show which acquisition mix is actually creating value, and which is buying revenue at a loss.
ARPU and monetisation mix
Subscription, in-app, ads and one-off purchases each carry different gross margins and very different durability. We model the ARPU mix and contribution per surface, so the team can decide where to push pricing and where to leave free behaviour alone.
Paid spend with a leash
Consumer P&Ls move fast when paid social budgets get loose - a great week on CPI can turn into a bad quarter on payback. We sit between the growth team and the bank balance, putting weekly guardrails on spend tied to actual contribution rather than headline ROAS.
Built for venture review
Consumer VCs underwrite cohort retention, ARPU progression and a credible engagement story, not GMV vanity. We package the metrics in the form the funds backing consumer at your stage already expect, so the next round opens on numbers, not on a re-education exercise.
Recent fractional CFO projects
From the UK to Colombia, we acted as a fractional CFO to high-growth companies around the globe
We've helped set up FP&A, build financial models, and prepare for fundraising and M&A.
We acted as fractional CFO to TBô, a Zurich-based tech-enabled DTC male underwear brand, building a bottom-up financial / operating model with cohort-level KPIs and positioning the company for its next venture round.
Simple pricing
No hidden costs, no complicated long-term contracts. We understand how important flexibility is for consumer internet startups.
Per month
- Accounting / FP&A tech stack implementation
- Monthly financial statements and reporting pack
- Quarterly board pack with detailed financial analysis (with variance analysis vs. budget, relevant KPI observations etc.)
- Investor-friendly output
Per month
- Everything in Core, plus
- Operating model (via an online platform like Runway or Excel-based)
- Ongoing model maintenance, refining projections, burn/runway management
- Customer cohorts modelling, churn and retention analysis
- LTV / CAC, unit economics analysis
- Cap table management
Per month
- Everything in Grow, plus
- M&A / fundraising support; review of business plan
- Pitch deck preparation
- Investor approach strategy / list building
- Due diligence support and deal negotiation
- Valuation as required and free access to Multiples Pro
Packages shown are illustrative, final pricing is tailored to client requirements.
Financial modelling for consumer internet startups
We work with consumer internet founders to build investor-ready, KPI-driven financial models.
We dive deep into your company and sector specifics, to build a custom-made financial model driven by operational KPIs, requiring a minimal learning curve and time spent on monthly updates.
Cohort retention curves
Retention measured cohort by cohort and channel by channel, not as a blended average that hides the truth. Shows whether the product is compounding or whether paid spend is masking a leaky bucket.
LTV/CAC by channel
Lifetime value modelled against fully-loaded acquisition cost across paid social, search, referral and organic. Tells you which channel mix is creating value and which is buying revenue at a loss.
ARPU & monetisation mix
Subscription, in-app, ads and one-off purchases split out by surface and cohort. Decides where to push pricing and where to leave free behaviour alone.
Paid spend guardrails
Weekly spend ceilings tied to actual contribution rather than headline ROAS. Sits between the growth team and the bank balance when CPI gets volatile.
Engagement to revenue bridge
DAU, MAU and session metrics tied to ARPU progression and contribution per active user. Shows which engagement metric actually predicts revenue and which is dashboard decoration.
Top-decile user economics
Revenue and engagement concentration in the top 1, 5 and 10 percent of users, modelled separately from the long tail. Most consumer businesses live or die on this slope.
Recent fractional CFO consumer internet track record
Selected fractional CFO engagements and prior CFO experience.
Fractional CFO for all consumer internet niches
From online content to mobile apps, we're a specialized fractional CFO to consumer internet companies.
Our fractional CFO experience spans across all consumer internet verticals.
Explore other sectors
We know tech inside & out.
We live and breath tech - true understanding of how startups operate is fundamental at what we do.
Recent consumer internet insights
Talk to us
Schedule a call to get a health check on your business and see how we could help.
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