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As accounting evolves, Client Advisory Services (CAS) continue to gain traction—not just as an add-on, but as a central service line. In our most recent Ask the CAS Expert session, we welcomed Adam Lean, co-founder of The CFO Project, who explained exactly what a CFO advisor does—and how any financial professional can start offering these high-value services. He also broke down why CFO advisory services are a game-changer for firms looking to scale their impact, income, and efficiency.
If you missed the session, we highly recommend watching the full recording—there’s much more covered than what we’ve recapped here. But for a quick breakdown of the most valuable insights, keep reading.
What Exactly Is a CFO Advisor?
Unlike traditional accountants who focus on past transactions, a CFO advisor helps small business owners make proactive, strategic financial decisions. They interpret financial data in a way that guides business owners toward growth, stronger cash flow, and long-term stability.
In short, a CFO advisor answers the question:
“What should I do with this financial information to actually improve my business?”
They aren't just about reporting—they’re about planning, prioritizing, and advising. A CFO advisor becomes the business owner’s strategic partner, helping them:
- Set financial goals
- Create forecasts and budgets
- Make better pricing, hiring, or investment decisions
- Stay accountable month-to-month
For many business owners, this guidance is something they’ve never had—but desperately need.
Why Would a Business Owner Hire You as a CFO Advisor?
Most small business owners are not financial experts. They started their companies based on a skill or product—not a passion for balance sheets or cash flow statements.
As Adam shared, business owners want clarity and confidence. They’re looking for someone who can:
- Break down the numbers into plain English
- Help them understand how their business is really performing
- Give them a plan to hit their growth and profitability targets
They don’t need more reports—they need someone who can guide them through tough decisions and serve as a sounding board. If you can deliver that, you become indispensable. Think of yourself as the Google Translate for financial jargon—minus the awkward phrasing.
How to Start Offering CFO Advisory Services
Adam emphasized that you don’t need to be a former Fortune 500 CFO to provide this kind of value. Whether you’re a bookkeeper, staff accountant, or controller, you can begin offering CFO-level services with the right system in place.
Here’s how to get started:
- Believe you can do it — Yes, imposter syndrome is real. But your financial knowledge is already more advanced than what most business owners have.
- Learn a productized framework — Systems like The One Clear Path from The CFO Project help you deliver a consistent, structured advisory experience.
- Start with your existing clients — Focus on those generating $500K+ in revenue who are overwhelmed or unsure about their finances.
Breaking Out of the Accountant’s Trap
Adam opened with a truth many accountants know too well: compliance work is undervalued and oversaturated. With limited room for fee increases and growing competition (including offshore and tech-based services), many professionals find themselves stuck in what he calls the "Accountant’s Trap."
The solution? Shift from backward-looking reporting to forward-focused financial advisory. Advisory work enables firms to deliver strategic insights clients are eager to pay for—and builds stronger, longer-lasting relationships.
CFO Advisory Is in Demand—And Profitable
Small and medium-sized businesses make up 99% of the market and are often underserved when it comes to financial strategy. They’re craving actionable guidance, not just clean books.
“Business owners don’t want more reports—they want answers. They want to know what to do next,” Adam said. “When you can provide that, you become indispensable.”
By offering structured CFO advisory services, firms can earn $1,500–$5,000/month per client while delivering truly meaningful results. The CFO Project reports an average of $2,000/month per client among its members—often for just four hours of work per client per month.
Build a Scalable CFO Advisory Model
Because let’s be honest—nobody wants to build a custom advisory plan from scratch every. single. time. Adam emphasized the power of using a productized service model—a repeatable system you apply to each client. This approach, known as “The One Clear Path,” includes:
- A monthly meeting focused on action and accountability
- Target setting based on client goals
- A simple, color-coded “scoreboard” instead of complex financial statements
With this system, advisors can deliver high-value insights without reinventing the wheel for each engagement.
Human Insight Beats Automation
While AI and automation are important tools, Adam made it clear: they aren’t replacements for human relationships. Business owners want a trusted guide—someone who listens, empathizes, and communicates in plain language.
This means soft skills like communication, influence, and empathy are just as critical as technical know-how.
It’s Not Just Possible—It’s Proven
A key takeaway from Adam’s session is that any financial professional—bookkeeper, accountant, or controller—can become a successful CFO advisor.
“You don’t need an MBA, a CPA, or decades of experience,” Adam reassured attendees. “You just need a heart to help, a belief in your value, and a system that works.”
What’s required?
- A belief that you can do it (even if you feel imposter syndrome)
- A system to guide clients toward positive cash flow
- A framework to sell and deliver services efficiently
The CFO Project’s mentorship program offers these tools, with a money-back guarantee of three paying clients in 12 months.
Ready to Offer CFO Advisory?
If you're considering launching or expanding your advisory services, Adam’s advice is simple: start with your existing client base. Identify businesses doing at least $500K in annual revenue and whose owners are more technicians than strategists.
They don’t just need your help—they’ll welcome it.
Watch the Full Session for More
There’s much more insight packed into the full recording—from how to overcome pricing objections to tips on managing advisory capacity. Whether you’re just getting started or looking to refine your CAS model, this session delivers actionable strategies you can put to work right away.
