F28 works with Founders and CEOs, turning their financial chaos into strategic clarity.

When your company’s product finds market fit, you need to move fast to maintain momentum and capture the market from its competitors.

You’re scaling fast. Which means you’re spending money fast.  The last thing you want to worry about is the integrity of your finances.

You need clear and actionable financial insights to lead you on the road ahead, whether that be more customers, access to capital, or a liquidity event.

Fractional CFO

F28 embeds senior finance leadership, partnering with the CEO and leadership teams to increase enterprise value through strategic financial advisory that aligns to the company’s vision and mission.

Start Up Advisory

It’s never too early to bring on a senior finance leader to provide guidance on business models, cash management and setting up your startup to be due diligence ready.

Leadership Coaching

We’ve been through the whole gamut of a company lifecycle, from bootstrap to IPO. We’ve seen it and experienced it. At each stage of that journey, a leader needs to develop new skills and new ways of thinking. Through Leadership Coaching, we provide you with the skills and frameworks to add to your toolbox and lead your company into new stages of growth.

What we can do for you.


Replace chaos with calm, clear and methodical insights to make informed, intuitive decisions.

Transform your data into actionable and mineable information to lead your path forward.

Reclaim back your time to confidently scale your business.

What we’ll do together.


We’ve done this before.


IPO in Canada on the TSX.
Raised $80m through public offerings.
4 acquisitions to expand across Canada and into the US.

Created finance operations after merger of two Invoke companies.
Led agency business operations to deliver value creating digital products for our clients.

Revamped its finance operations to support growth.
Created financial roadmap for growth after raising Series B financing.

Ready to turn chaos into clarity?