Understanding the Services of a Virtual CFO Service
What Is a Virtual CFO Service? A Guide for eCommerce Business Owners
If you're running a growing eCommerce brand and your financials feel messy or unclear, you may have come across the term Virtual CFO Service.
But what exactly are virtual CFO services, and how do they support online businesses?
Virtual CFO Services (Chief Financial Officer) are provided by finance professionals who work remotely to deliver high-level support with:
✔ Financial planning and analysis ✔ Cash flow management ✔ Budgeting and forecasting ✔ Performance metrics tracking ✔ Business strategy development
Unlike an in-house CFO, a Virtual CFO Service works part-time or flexibly, offering you the insights and structure of a senior finance leader without the cost of hiring full time.
How Virtual CFO Services Help eCommerce Brands
Running a business is complex. You're managing multiple financial aspects, cash flows, budgets, and dozens of moving parts. Even if your revenue is strong, it can be difficult to understand where your money is going or how to optimise your financial performance.
This is where a Virtual CFO Service can help.
They provide structure, visibility and strategic support so you can:
✔ Monitor financial health ✔ Optimise operational costs ✔ Improve profit margins ✔ Make strategic financial decisions ✔ Enhance cash flow management ✔ Scale your business sustainably
Signs You Might Need a Virtual CFO Service
You might not need a full-time finance hire, but here are common signs you could benefit from Virtual CFO Service support:
✔ You're generating $1M+ in revenue, but cash still feels tight ✔ You don't know what you can safely spend on inventory, ads or team ✔ Your reporting is inconsistent or unclear ✔ You're not paying yourself consistently ✔ You're preparing to grow or sell, but your numbers are not in shape
How I Deliver Virtual CFO Service
I'm Judith Hobdell, and I serve as an eCommerce CFO, bringing profit‑first systems, forecasting, and marketing‑aware finance strategy to your brand.
I can take the CFO role or support you as a strategic advisor.
Build Profit, Cash & Clarity in 3 Simple Steps
Transform your eCommerce business from profit-bleeding chaos to strategic financial clarity, without the overwhelm or guesswork.
01
Apply for Your Free Clarity Call
Let's have a real conversation about where your profit is hiding and how to reclaim it.
Complete our short questionnaire to see if you qualify for a strategic clarity session. We'll explore what's really happening behind your numbers, uncover your biggest profit opportunities, and determine if our approach is right for your business. No pressure, no fluff, just honest insights into strengthening your financial foundation.
03
Build With Clarity
Work directly with me to implement the proven Financial Clarity system that's transformed 300+ eCommerce brands.
With 24/7 access to me and strategic CFO guidance, you'll finally know exactly where your money is going, make confident decisions based on real data, and pay yourself what you're worth. No more cash flow surprises, no more profit mysteries, just clear visibility and control over your future.
02
Discover Your Hidden Profit Leaks
During our call, I'll perform a live analysis of your financial blind spots and show you exactly where money is disappearing.
You'll gain immediate insights into where to recapture hidden profit and optimize your cash flow. I'll reveal the specific areas where most eCommerce brands leak money without knowing it, and show you how the right systems can transform your business.
Jordan Barnett☑ Co-founder, Kapow Meggings ★★★★★ 5.0
Judith helped drag the accounts and analytics of our fashion ecom business out of a messy and chaotic place. She is a clear thinker, with a strong strategic mind, and is able to provide a clarity of thinking that is necessary when it comes to finance. Judith has a wealth of experience and brought not just practical hands-on implementation, but also guidance on industry benchmarks, and how to put our figures in a broader context. We spent just over 6 months cleaning up accounts and putting in place new finance streams and processes for the business. She helped kickstart the beginning of a journey we hope to move forward into future success!
William Christopher Alexander☑ Partner & Head Of eCommerce, Karma & Luck
★★★★★ 5.0
I've had the pleasure of connecting with and working together with Judith many times in the past 5 years. Judith is a natural leader when it comes to business systems implementation and management. She has a magnetic personality, which allows her to lead her team and encourages them to leverage their own resources to think creatively to solve problems. She's also a great mom, a positive spirit, and a shrewd business woman.
Hyacinth Bado☑ Head of Accountability, Enhanced Australia
★★★★★ 5.0
Judith is a great manager/mentor.Working with her is a continual learning, as she keeps sharing her skills and knowledge to the team and for the growth of the company. She always makes sure the team is working efficiently. She is intellectually resourceful and implements that knowledge to ensure the right systems are in place. I look forward to seeing our company grow under her vision and leadership. I highly recommend working with her!
Lawrence Petruzzelli☑ MDB Taxation & Business Advisor
★★★★★ 5.0
I highly recommend Judith for anything in eCommerce Judith has helped a number of my clients who run large eCommerce businesses to keep their books super clean and set up amazing A2X integrations making doing their accounts and tax super easy. I highly recommend Judith for anything in ecommerce
David☑ Founder & CEO, Gripped Fitness Audio
★★★★★ 5.0
Her analytical no BS approach to implementing systems, procedures and improving efficiencies has ensured growth which is calculated and predictable. Not to mention she is an absolute whiz when it comes to understanding the numbers side of the business coupled with marketing insights to increase profitability and decrease expenses. Truly a pleasure to work with!
Mike Michalowicz ☑ Author of Profit First
★★★★★ 5.0
Proud to report that Judith and the team are Certified in the Profit First methodology. It means they have the tools, the know how, and the experience to bring permanent profit to your business. If that is what you're looking for, you've come to the right place!
Ben Barnett ☑ Co-founder, Kapow Meggings
★★★★★ 5.0
Judith is a lightning bolt of clear thinking & decisive action. She recently started working with our eCommerce business to give us clarity in terms of financial decision making, and has been able to shed tremendous insight into what has been a daunting area for us as small business owners - financial analytics.
Judith has a wealth of expertise and is as competent deep diving into bookkeeping minutiae as she is building marketing dashboards, cashflow forecasts, and providing top level business strategy (amongst many other things!). As a small business owner it's hard to be strong across all areas of business, and for us, in terms of the financial landscape, it is very much a case of 'we don't know what we don't know'- Judith is who you want to talk to to help fix that. Highly recommend.
What You'll Walk Away With
Whether you need ongoing support or project-based expertise, my virtual CFO service provides strategic leadership without the cost of a full-time hire.
With virtual CFO service, you’ll be able to:
✔ Gain clear financial direction
✔ Improve profitability and cash flow
✔ Make confident business decisions
✔ Build a scalable operation
Final Thoughts: Your Next Step TowardsSmarter Business Decisions
If you want tailored financial guidance, a virtual CFO service can provide it on your terms.
You don't need a permanent contract. You just need the right systems, the right expertise, and a CFO who delivers results.
While business owners focus on overall company vision and leadership, virtual CFO services specialise in financial strategy and management. Leaders make high-level business decisions, while virtual CFOs provide the financial expertise and analysis to support those decisions.
How can a virtual CFO service help an eCommerce business grow?
Understanding the differences between C-suite roles can help eCommerce founders improve organisational visibility, strengthen decision-making, and put scalable systems in place. By guiding you on executive team structure, management frameworks, and strategic planning, virtual CFO services ensure your growth is sustainable and backed by proven leadership principles.
Should I choose ongoing virtual CFO services or short-term support?
How much does a virtual CFO service typically cost?
Can a virtual CFO service be customised for my business goals?
What should I look for when choosing virtual CFO services?
Ongoing collaboration with a virtual CFO service is essential for sustainable growth. While a business owner can technically handle both strategic and financial roles in the early stages, the demands become increasingly complex. As your business scales, engaging professional virtual CFO support allows you to focus on vision and growth, while receiving the financial insight and structure needed to achieve it.
Virtual CFO service fees vary widely based on company size, industry, and growth stage. While comprehensive services may require higher investment due to their strategic nature, the packages reflect the professional financial leadership they bring — including regular reporting, strategic planning, and performance monitoring that can deliver significant ROI.
Yes, but it can be challenging. While a business can technically operate without virtual CFO services in its early stages, it often means juggling strategic leadership with complex financial management. This can lead to competing priorities and missed opportunities. Through our services, we help businesses assess whether engaging professional virtual CFO support is the best path for sustainable growth.
For CEOs, look for strong leadership, strategic vision, and decision-making abilities. Virtual CFO services should provide financial expertise, analytical skills, and strategic planning capabilities. COOs need operational excellence, process optimisation skills, and strong execution abilities. All three should have excellent communication skills, but their technical expertise areas differ significantly.
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