|
Business Support: Finance Finance Support as a Service |
Putting ventures in position to succeed
Many entrepreneurs, managers, and executives are intimidated by finance. It often seems separate from building products, selling, or managing daily operations.
This separation creates problems: poor forecasts, unclear cash flows, and decisions based on bad data. It becomes hard to see how a new price, hire, feature, cost, or customer change will affect profit or cash.
It does not have to be this way. Finance should support decisions, not block them.
For over 10 years, I have run a fractional CFO practice. I supported founders, startups, investment firms, and businesses across Europe, the UK, and the US get in control of their numbers, build better information systems, raise capital, and create solid analysis.
Today, I am relaunching and expanding this work as Marte’s Business Support: Finance.
The Reality of Finance (your "finance reality pill")
When we talk about business finance (also called corporate finance or enterprise finance), the role has always been strategic.
There is a lot of talk online about the “modern CFO”. People say that AI is rebuilding the role, or that finance only became strategic in 2024 or 2025. Some even say the CFO is now more important than the CEO.
None of this is the reality inside real operating businesses – startups, growing businesses, or established companies.
Here is the no-BS truth about business / corporate finance:
- It was never just a back-office function. It has always been strategic, supporting decisions with clear judgment on assumptions, risks, capital needs, and predictability.
- The CEO is and remains the leader and ultimate decision-maker. The CFO provides the evidence-based support to make those decisions stronger and safer.
- Computers already handle the arithmetic – quickly and accurately. The real professional work is judgment: digging deep into the business to understand the “why” behind customer patterns, workflows, product cycles, and unit economics, then turning that into reliable plans for value, risk, and capital allocation.
(The word “finance” comes from old roots meaning “finality”, “end” or “settlement” – like putting a definitive “yes” or “no” on a decision, closing debts, honoring promises, and approving the right bets ahead).
What does set modern business finance apart in today’s innovation-driven economy?
Increased technical depth.
A good finance manager or partner must now understand product development cycles, go-to-market mechanics, customer acquisition and retention behaviors, and unit economics as fluently as they understand balance sheets, cash flows, or P&L statements.
Understanding strategy alone is no longer enough. The modern finance manager must be highly technical about product and distribution.
Why does this matter? In companies built on innovation, financial outcomes depend directly on how fast and sustainably products are built, iterated, and scaled. Finance can no longer sit separate from the product and customer reality – it has to connect those technical drivers to revenue build-up, cash burn, margin sustainability, and long-term value.
That cross-functional view is what improves predictability, and this view is now accessible thanks to methodologies and IT.
Forget the embellished posts and bold claims you see online. Most are trying to sell you something like courses, tools, or services. Or they are simply going after 'likes'.
Finance in business is the quiet authority that turns “maybe” into “yes” or “done”. It connects accounting (looking back) with FP&A (looking forward) through managerial data (nature of business opportunity) that connects finance to other business functions like sales, product, marketing, and HR.
In short: business finance is about providing the final clarity so the company can confidently go after objectives.
This is the reality.
(You now know more about the actual work of corporate finance than most people posting or commenting about the “modern CFO”).
The Relaunch: What We Do and How
We act as agents for your venture. We handle the specialized work that puts your business in a strong position to succeed:
- Financial management: Professional planning, control, and guidance of your finances.
- Clear financial planning: Accurate forecasts for revenue, profit, and cash flow.
- Managerial accounting: Turning raw numbers into actionable insights for decisions.
- Strategic finance: Help with pricing, margins, unit economics, and investor readiness.
- Systems optimization: Simple tools and clear reports for daily use.
We do NOT handle taxes, receipts, or daily bookkeeping. We focus on the numbers that shape your future.
What’s new in 2026: Standardized and on-demand support
We removed the friction of traditional consulting. Expert help is now accessible:
- Walk-in office (Madrid): Still in Arganzuela, 2 minutes from Atocha station. Come without appointment. First hour free (coffee included).
- Digital platform (launching Q1 2026): Sign up and get support in minutes via video call.
Transparent pricing: No big retainers. Pay by the hour (€75/hour starting) or subscription. No hidden costs- Flexible: A few hours per month, intensive blocks, or project-based. 100% online, hybrid, or in-person. Pop-ups in London/New York + travel for key work.
You can book fractional CFO time, get proper budgets/forecasts/unit economics, and work in Madrid or fully remote.
Resources for the venture
This month we also launch Resources for Modern Enterprise – a digital publication with a fresh, contextual, and practical perspective for people building something new. Issue #1 comes in January 2026.
Next steps
If you want your venture in its best financial position, let’s talk.
- Free consultation: Book a 60-minute discussion (Madrid or online) at martemartin.com to review your situation.
- Early access: Email contact@martemartin.com with subject “Venture” for invite to office opening or platform launch.
More at martemartin.com/finance.
Book a 60-min Session (First 60-min Session: €0)
#BusinessSupport #FinanceSupport #London #Madrid #NewYork #Online #Virtual #StrategicFinance #FractionalCFO #EntrepreneurialFinance
-
Sign up for our email newsletters
Visit us