About

Hi! I'm Trey Pruitt, a fractional CFO for CEOs of $5M+ DTC, mobile app, or PLG SaaS subscription businesses. Every month you're deciding how much goes into acquisition, into engineering, into AI — trading growth against cash to do it. I build the cohort model that tells you what each of those dollars is worth.

The rest of the CFO work runs alongside it — close oversight, board and investor reporting, cash and runway, the annual plan. I work above your controller or accounting firm rather than in place of them, and I take on three or four clients at a time, which is what makes it possible to know a business well enough to call a cohort early.

The businesses I work with are usually post-Series A or bootstrapped and profitable, where cohort dynamics are real enough to model. There's no ceiling on the engagement; the floor exists because below $5M the data is usually too thin to do the work justice.

Over 20+ years as an in-house and fractional CFO in DTC and subscription businesses, the work where I've consistently delivered the most value — and where companies struggle the most — is the cohort forecasting and unit-economics work: cohort modeling, retention and expansion dynamics, scenario-driven forecasts the team can actually use to decide things. So I built the practice around it.

The model isn't built from scratch on your dime. It runs on subscription forecasting software I've built and refined across these engagements — fitted to your business rather than generic, and run as a living system rather than a static deliverable. That's why it's live in about six weeks instead of the two quarters an implementation takes. It replaces the spreadsheet model most subscription companies eventually outgrow, and it produces decision-grade outputs that hold up under board scrutiny.

Before going independent, I was Chief Financial Officer of TheFind, a shopping search engine acquired by Facebook, where I helped the company become one of the fastest growing private companies in the US and achieve nine consecutive quarters of profitability and positive cash flow. Before that, I was CFO of Snapfish, a division of HP, where I helped increase revenue 3x in eighteen months and achieve profitability in established regions.

I hold an AB from Duke University and an MBA from Stanford Graduate School of Business. I am based in Los Altos, California, in the San Francisco Bay Area.