About Oro Consulting.
A single-vertical fractional CFO firm. Consumer brands only. Founded and operated by William Smithwhite.
Why a single vertical
Most fractional CFOs are generalists. They are excellent at building a P&L, modelling cash, and chairing a board meeting, regardless of industry. That is enough for many businesses. It is rarely enough for a consumer brand.
A D2C brand lives or dies on contribution margin after returns, after acquisition cost, after fulfilment, after the bit of payment processing nobody tracks. An FMCG brand lives or dies on the difference between gross sales and net sales after trade promotions, listing fees, and the slotting allowance the buyer asked for in February. An Amazon seller lives or dies in the gap between gross revenue and what actually lands in the bank after settlement.
These are not small differences from a B2B SaaS or a professional services firm. They are different jobs. Oro exists because consumer brands deserve a finance partner who already speaks the language.
About William Smithwhite
William founded Oro Consulting after a career in M&A and growth-stage finance leadership, working alongside consumer brand founders through fundraises, scale-ups, and exits. He has sat on the buy side and the sell side of consumer deals, run finance functions through periods of fast growth, and built the integrated models that fund committees and trade buyers actually want to see.
He is based in France and works with UK-domiciled brands across both jurisdictions. Engagements are delivered remote-first with regular in-person sessions in London where the work benefits from it.
What you can expect
- One CFO. The founder of Oro is the person you work with — engagements are not subcontracted.
- Two to six days a month against a fixed retainer, with a one-month rolling exit.
- Direct integration into your stack: Xero or QuickBooks, A2X, Cin7 or Unleashed, Shopify, Amazon Seller Central, Klaviyo, Triple Whale or Northbeam, Inventory Planner.
- A monthly finance pack written for founders, not for accountants.
- A board-ready integrated model that you can actually edit.
Registered details
- Legal name: ORO CONSULTING LTD
- Companies House number: 16400635
- Incorporated: 2025-04-22
- Registered office: 128 City Road, London EC1V 2NX, England and Wales
- Email: william@oro-cfo.com
Ready to talk?
Send a short note about the brand and the decision in front of you. Reply within one working day.