About
A CFO who's there when you need him.
Robert J. Whitney, CPA, brings more than 30 years of elite financial leadership across high-growth corporations, private equity transactions, and mid-market M&A — including 15+ years serving as a Chief Financial Officer. A licensed California CPA with roots at KPMG and a Senior Partner background at a leading regional CPA firm, Bob combines deep battle-tested experience with forward-looking strategy — including executive training in AI Business Strategies at UC Berkeley Haas. He works exclusively with fractional and interim CFO clients throughout Southern California and nationally.
Why fractional?
Most growing businesses need serious financial leadership long before they can justify a full-time CFO. The gap between an accounting manager and a strategic finance partner can be significant — and it's exactly where companies get stuck. This is especially true for closely held and middle market businesses, where the owner is often wearing the CFO hat alongside everything else.
I started RJWCFO to bridge that gap. By working with a focused portfolio of clients, I can bring the same depth and commitment as a full-time hire — without the overhead. You get a seasoned CFO in your corner, available when it matters most.
My background spans closely held and family-owned businesses, startups, growth-stage companies, and PE-backed firms across a range of industries. I've led fundraising rounds, built finance teams from scratch, navigated ownership transitions, and helped business owners prepare for what's next — whether that's a sale, a succession, or simply the next phase of growth. Whatever your chapter looks like, I've likely been there.
Areas of depth
Where I add the most value.
Closely Held & Family-Owned Businesses
I understand the unique dynamics of owner-operated businesses — from professionalizing the finance function to navigating succession planning and ownership transitions.
Middle Market Companies
For businesses in the $5M–$500M revenue range, I bring the financial infrastructure and strategic clarity needed to scale confidently and compete at the next level.
PE-Backed Companies
I've worked inside PE-backed portfolio companies and understand what sponsors expect from their finance function.
Startups & Growth-Stage
Runway management, investor reporting, and building financial infrastructure from the ground up — I've done it many times across a range of industries.
How I work
A partner, not a vendor.
Honest over comfortable
I'll tell you what your financials actually say — not what you want to hear. Good decisions start with an accurate picture.
Embedded, not remote
I show up to your leadership meetings, know your team, and understand your business at the level of a full-time executive.
Outcomes over outputs
Reports and models are tools, not deliverables. What matters is the decision you make with them.
Let's work together.
If you're looking for a financial partner who will be as invested in your success as you are, I'd love to connect.