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UK fractional CFO • Consumer brands only

The fractional CFO for UK consumer brands.

We work exclusively with UK D2C, ecommerce and FMCG founders on the financial decisions that move the business: unit economics, cash runway, inventory financing, fundraise readiness, and exit preparation. Part-time presence, full-time accountability.

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Founded by William Smithwhite. Registered in England and Wales (Companies House #16400635).

William Smithwhite, Founder and Fractional CFO
Founder
William Smithwhite
Founder and Fractional CFO

Fractional CFO to UK consumer brands. Background in M&A, growth-stage finance leadership, and exit readiness for D2C and FMCG businesses.

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What changes when Oro is in the room

Indicative outcomes from our engagements with UK consumer brands. Specifics vary by business but the categories of improvement are consistent.

£420k
Working capital released in 90 days for a £4m UK skincare brand through inventory and supplier-terms restructuring.
2.3x
Improvement in CAC payback for a Shopify apparel brand after channel-level contribution margin rebuild.
18%
Gross margin uplift for an FMCG drinks brand by re-pricing trade promotions against true SKU contribution.
6 wks
Typical time from kickoff to a fundraise-ready data room and three-year integrated model.
£0
Spent on a full-time CFO base salary when a fractional engagement covers the same decisions for the right stage.

Three kinds of consumer brand we work with

D2C / Shopify

D2C and Shopify brands

Multi-channel revenue, paid acquisition pressure, attribution noise, and inventory tied up in stock. We rebuild the unit economics by channel and SKU so the next £1 of ad spend is a decision rather than a guess.

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Amazon

Amazon FBA sellers

Amazon hides the truth in settlement reports. We map every fee, return, storage and PPC line back to SKU-level contribution, so you know which ASINs make money and which are funding the catalogue.

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FMCG / CPG

FMCG and CPG brands

Trade promotions, listing fees, distributor margins, MOQ-driven cash flow. The retailer P&L is opaque on purpose. We rebuild it so the founder can negotiate from the same side of the table as the buyer.

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How we engage

Each engagement is one of five shapes. Every one is delivered by the same founder, against a fixed monthly retainer, with a one-month rolling exit. We do not subcontract the financial brain.

Frequently asked questions

What does a fractional CFO actually do for a UK consumer brand?
A fractional CFO owns the financial decisions a founder should not be making alone: unit economics by SKU and channel, cash runway and inventory financing, pricing, fundraise readiness, and exit preparation. At Oro that work is delivered part-time, typically two to six days a month, against a fixed monthly retainer.
When is the right time to hire a fractional CFO?
Most UK D2C brands benefit between £1m and £15m of revenue. Below that, a strong ecommerce accountant and a clean P&L is usually enough. Above it, you may need a full-time finance leader. The trigger is rarely revenue alone: it is a fundraise, a working capital crunch, an exit conversation, or a margin problem the founder cannot diagnose alone.
How is Oro different from The CFO Centre, FD Capital, or a generalist outsourced FD?
Oro is single-vertical. We only work with consumer brands. That means we already understand A2X, Cin7, Klaviyo attribution, Amazon settlement reports, IOSS, MOQ-driven cash flow, and the specific contribution margin maths of subscription versus one-off D2C. Generalist FDs are excellent for B2B SaaS or professional services; they are not the right tool for a Shopify brand with 600 SKUs.
What does it cost?
Retainers typically range from £3,500 to £9,500 per month depending on the cadence and scope of the engagement. Fundraise and exit projects are scoped separately. We publish indicative pricing on each service page.
Do you work with brands outside the UK?
The core focus is UK-domiciled consumer brands because that is where Oro is registered and where the tax, VAT, and inventory-financing regime is most relevant. We will consider Ireland and EU-export-heavy UK brands case by case.

Numbers that move the business. From the first month.

Send a short note about the brand and the decision in front of you. We reply within one working day with whether we are the right fit or who is.

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