Strategic financial leadership for growing businesses

PHG Advisory provides fractional CFO services for small businesses that need stronger financial visibility, better cash flow planning, and more strategic decision-making support. We help business owners understand their numbers, plan for growth, and make more confident financial decisions without the cost of hiring a full-time CFO.

Fractional CFO Services for Small Businesses

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Testimonials

“We have dealt with 2 fractional CFOs and 4 bookkeepers before we found PHG. PHG came in and did what others couldn’t. We actually know our numbers and have infrastructure in place to make sure our numbers are accurate.”

Sam Allsop

Neil Roofing

“PHG has been incredible to work with. Their team is patient, informative, knowledgeable, and easy to work with. PHG has helped us gain a clearer view of our financials and provided valuable guidance as we approach a potential sale. I would highly recommend working with PHG.”

Joey Bryant

SWORD Roofing

“PHG has helped us understand our own numbers in a way we hadn’t been able to before. They have enhanced our bookkeeping, expanded our reporting capabilities, and even assessed our marketing strategies. The PHG team is incredibly knowledgeable across many fields, and has been responsive, accessible, and highly effective as a partner. Working with PHG has been a great experience  one that we would definitely recommend!”

Megan DuVarney

Grey Gold Concrete

“PHG has transformed our bookkeeping by turning it into a tool used to monitor and steer the business. Instead of only using Quickbooks for tax filing, we now have the visibility and confidence in the numbers to uncover new opportunities and best position Amped for future growth. Outside of visibility and insightful financial reviews, PHG has assisted with the developing the compensation structure of our sales team, budget development, quoting best practices etc.. They have been great partners.”

Trey Flake

Amped Security

“PHG has completely transformed the financial side of our roofing company in Florida. With multiple locations, we struggled with our finances until we started working with them. Their fractional CFO services have been incredibly valuable, offering strategic insights and financial leadership without the need for a full-time CFO.”

Ryan McPherson

Quality Roofing

“PHG cleaned up my books and took over the day to day bookkeeping / financial management, so I could focus on running the business. Their support provided more visibility into the financial performance of my business than I have had in years. They are a key part of my business and always available to help.”

Donald Young

Central Florida Garage

“I engaged PHG’s Fractional CFO group to organize my financials and data in preparation for a potential sale. Their team expertly positioned my business to maximize its value. When the time was right, PHG’s Buyside M&A Team connected me with an excellent partner and secured a fantastic deal, saving me from paying a sell-side broker fee. PHG provided guidance and support from start to finish, and I would strongly recommend that any strategic-minded business owner consider speaking with them.”

Chad Hale

Hale’s Roofing

Meet Our CFOs

Logan Marita

Joey Ickes​

Alan Donovan

Shane McCormick

Eric Suh

Professional reviewing financial charts and performance reports on a laptop computer

Signs Your Small Business Needs CFO Support

Many business owners reach a point where the company is growing, but the financial picture is not clear enough to guide decisions.

Common signs it may be time for fractional CFO support:

    • Revenue is growing, but cash still feels tight
    • Reports are hard to understand or act on
    • Profitability is unclear
    • Hiring or expansion decisions feel risky
    • Forecasting and budgeting are inconsistent
    • Financial decisions feel reactive instead of planned

Strategic CFO Support for Small Businesses

PHG Advisory provides part-time CFO support to help small business owners understand what is happening financially, what needs attention, and which decisions will move the business forward.

We help turn financial information into practical insight around cash flow, profitability, forecasting, margins, and growth planning.

Instead of only looking backward at reports, we help owners plan ahead, improve performance, and make smarter decisions with more confidence.

Business professionals reviewing financial reports and charts during a budgeting meeting

What Makes Us Different

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No Lock-In Periods

Cancel anytime. We earn your trust month after month.

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Flat Monthly Pricing

No hourly billing. No hidden fees. Predictable costs from day one.

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Fast Response Times

You’ll always hear back within 24 hours. Guaranteed.

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Timely Financials

Books are closed by the 15th of every month. No delays.

Senior-Level Strategy

Our team brings Big Firm and private equity experience without the full-time cost. 

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Exit-Ready Books

When the time comes to sell, bring in partners, or raise capital, your books will be ready. 

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What We Offer

Bookkeeping & Fractional CFO Services – Scope of Work
Scope of WorkFractional CFO
Monthly Reporting Package✓
Strategic Financial Planning & Insights✓
Key Performance Indicator Tracking✓
Budget & Forecasting✓
Bi-weekly Update Calls✓
Capital Allocation Decisions✓
Operational Cost-Savings✓
What-If Scenario Analysis✓
Transition / Succession Planning✓
Sale Preparation & Valuation✓
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Our Process

Discovery Call

Let’s get to know your business, your challenges, and how we can help.

Grant Access to Books

We securely connect to your financial systems with read-only access so we can complete your Financial Health Assessment.

FHA Call

We walk through your Financial Health Assessment together and highlight key insights.

Send FHA Deck

You receive a clear, actionable breakdown of your financial position and opportunities.

Send LOI

We send a Letter of Intent outlining the scope, services, and next steps.

Internal Kickoff

Our team aligns behind the scenes to prepare for a seamless onboarding.

Partnership Kickoff

We meet with you to align goals, timelines, and expectations for success.

Finalize Project Plan

Together, we lock in a clear, customized roadmap tailored to your business needs.

Start Implementation

We roll up our sleeves and get to work optimizing your finances from day one.

Get a Clear Picture of Your Financial Health

Before any engagement, we begin with a Financial Health Assessment to evaluate the condition of your books, reporting accuracy, cash flow visibility, and financial processes. We identify gaps, operational risks, and opportunities for improvement so business owners have a clearer understanding of where the business stands and what needs attention moving forward.

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Industries We Serve

We work with businesses across a range of industries. The examples below reflect some of the clients we commonly serve.

Construction Companies

Restoration Companies

Electrical Contractors

HVAC Contractors

Roofing Contractors

Plumbing Contractors

Pest Control Companies

Foundation Repair

Law Firms

Medical Spas

Dental Practices

Youth Sports Organizations

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Clients We Serve

We work with businesses across a range of industries. The examples below reflect some of the clients we commonly serve.

Law Firms

Restoration Companies

Medical Spas

Pest Control Companies

Dental Practices

HVAC Contractors

Foundation Repair

Roofing Contractors

Youth Sports Organizations

Plumbing Contractors

Schedule a Call

Case Studies

How We Helped a $10M+ Business Build a Stronger Financial Foundation

Service :  Bookkeeping

The Challenge

The company had not filed taxes in three years, was still operating on a cash basis, and lacked reliable financial visibility to support better decision-making.

What We Did

We cleaned up the financials, transitioned the business from cash to accrual accounting, and began reviewing job costing data to identify gross profit opportunities tied to errors in the estimating template.

The Outcome

The company established a more accurate financial foundation, improved visibility into job performance, and uncovered opportunities to strengthen gross profit.

Key Takeaway

Clean financials and accurate job costing give businesses the insight they need to improve profitability and plan with confidence.

How We Helped a $25M+ Business Rebuild Financial Clarity After a Failed Acquisition

Service :  Bookkeeping

The Challenge

The company believed it was generating $11M in EBITDA during an acquisition process, but the true figure was closer to $6M. When that gap came to light, an $80M acquisition offer fell through. The business needed a deeper financial cleanup to understand performance and recover lost value.

What We Did

We led a multi-year financial cleanup that uncovered more than $1M in cost-reduction opportunities, identified misbilling from material vendors, and found received checks that had not been cashed.

The Outcome

The company gained a more accurate view of financial performance, uncovered meaningful cash and cost savings, and created a stronger foundation for future growth or transaction readiness.

Key Takeaway

Clean, accurate financials are critical to protecting business value and avoiding costly surprises during a transaction.

How We Helped a Business Correct Financials That Showed a False Loss

Service :  Bookkeeping

The Challenge

A multi-location HVAC contractor believed it was heading toward bankruptcy after its financials appeared to show negative $1 million in EBITDA, despite recently winning and starting several large jobs. The books were not accurately reflecting business performance.

What We Did

We performed a deep review of the financials and found the company was actually generating closer to $2.1 million in EBITDA. We identified that several large material prepayments had been recorded before the related revenue was recognized, distorting profitability. From there, we led a multi-year cleanup to transition the business to full accrual accounting, supported by a monthly over/under billed adjustment process.

The Outcome

The company gained a far more accurate view of financial performance and discovered the business was much healthier than it appeared. With cleaner reporting and a stronger accounting foundation, leadership could make decisions based on reality rather than misleading financials.

Key Takeaway

In project-based businesses, inaccurate revenue recognition can make a profitable company look distressed. Clean accrual-based reporting creates the clarity needed to manage confidently and plan for growth.

FAQs

Build a Stronger Business with a Finance Partner You Can Trust

PHG Advisory helps small businesses strengthen financial operations through reliable bookkeeping, strategic reporting, and ongoing fractional CFO support designed to improve decision-making and support long-term growth without the cost of a full-time hire.

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