Frequently Asked Questions
You have questions, and we have answers. If you don't see an answer to your question below, feel free email us and we will get you an answer.
About Kewell Consulting
Q: What does Kewell Consulting do? A: We provide fractional CFO and financial strategy services to boutique agencies and nonprofits that have grown beyond basic bookkeeping but aren't ready to hire a full-time CFO. We work inside your organization as an embedded financial partner, helping you understand your numbers, anticipate what's ahead, and make decisions with confidence.
Q: Who do you work with? A: We specialize in two types of organizations: boutique marketing, creative, and digital agencies between $1M and $8M in revenue, and human-services nonprofits with annual budgets in the same range. If you're a founder-led agency or an Executive Director who's tired of making financial decisions in the dark, we were built for you.
Q: What makes Kewell Consulting different from a CPA or bookkeeper? A: A bookkeeper records what happened. A CPA helps you stay compliant at tax time. A fractional CFO helps you figure out what to do next. We work at the strategic level: cash flow forecasting, profitability by client or program, financial scenario planning, and the kind of forward-looking insight that shapes hiring, pricing, and growth decisions. We don't replace your bookkeeper or CPA. We complement them.
Q: Is this a full-time hire? A: Not at all. Fractional CFO services are designed to be part-time, flexible, and scaled to exactly where your organization is right now. You get senior-level financial leadership without the fixed cost or long-term commitment of a full-time executive hire.
Working Together
Q: What does an engagement actually look like day to day? A: It depends on the package, but most fractional CFO clients can expect regular check-ins, monthly financial reviews, ongoing access via email and phone, and attendance at leadership or board meetings when needed. You're not getting a report dropped in your inbox once a month. You're getting a thought partner who's inside your business with you.
Q: How long does an engagement typically last? A: Most clients work with us on an ongoing monthly retainer. There's no long-term contract requirement, and engagements are designed to flex as your needs change. If you're not sure whether a retainer is the right fit, a project-based engagement through The Compass is a good starting point.
Q: Do I need to have my books in perfect order before reaching out? A: No. Many clients come to us mid-mess, and that's okay. Part of what we do is help you get to a place where your financials are reliable and usable. You don't need to have everything figured out before we talk. In fact, the messier things are, the more a conversation might be worth your time.
Q: How do I know if I'm ready for fractional CFO support? A: If you're making significant decisions around hiring, pricing, or growth without clear financial data to back them up, you're ready. If cash flow feels unpredictable and you're not sure why, you're ready. If you've ever lost sleep over a financial question you couldn't answer, you're ready. A 30-minute discovery call is the easiest way to find out if this is the right fit.
Pricing & Fit
Q: How does pricing work? A: We work on a monthly retainer model, scoped to the level of support your organization needs. Project-based engagements are priced based on scope and complexity. We don't believe in surprise invoices or vague fees. Before any engagement starts, you'll know exactly what's included and what you're investing. Schedule a discovery call and we'll talk through what the right fit looks like for your budget and your needs.
Certifications
Q: What is the difference between a CPA, CMA, and CFA? A: A CPA focuses on tax preparation, audit, and financial reporting compliance. A CMA specializes in strategic financial management: budgeting, forecasting, cost analysis, and profitability. A CFA is trained in investment analysis, valuation, and capital markets. The core difference comes down to purpose. CPAs are built for compliance. CMAs are built for operational strategy and decision support. CFAs are built for investment and capital decisions.
Q: Which certification is best for small business owners? A: It depends on your financial priorities. If you're focused on taxes and compliance, a CPA is likely the right fit. If you need help understanding financial performance, forecasting cash flow, or improving margins, a CMA is typically the stronger match. Our Finance Alignment Assessment (link below) can help you identify which type of expertise aligns best with where your business is right now.
Q: Do I need a CPA or a CMA for my business? A: If your primary need is tax filings, audits, or financial statement compliance, a CPA is the right choice. If you need help understanding your financial performance, forecasting cash flow, or improving margins, a CMA is typically the better fit. Many businesses work with both at different stages. A CPA keeps you compliant. A CMA helps you grow with clarity.
Q: Why does Kewell Consulting hold a CMA rather than a CPA? A: Because the work we do is strategic, not compliance-based. A CPA credential is built around tax preparation, audits, and financial reporting requirements. A CMA is built around financial planning, cost management, performance analysis, and the kind of forward-looking decision support that helps leaders run stronger organizations. Kemba's background and her CMA certification are both intentionally oriented toward strategy and operational insight, which is exactly what agencies and nonprofits need from a fractional CFO partner. If you need tax filing or audit support, we can point you toward the right CPA. What we do is the work that happens between tax season.
Q: How does Kemba's CMA training apply specifically to agencies and nonprofits? A: CMA training is built around the financial skills that matter most to operating businesses: cost analysis, profitability by product or service line, budgeting, forecasting, variance analysis, and performance metrics. For agencies, that translates directly into understanding margin by client and project, pricing strategy, and cash flow planning across fluctuating revenue. For nonprofits, it applies to program-level financial analysis, grant budget management, reserve planning, and the kind of board-ready financial reporting that builds institutional confidence. The CMA curriculum was designed for exactly the type of complex, forward-looking financial work that growing agencies and nonprofits need most.
Q: Does Kewell Consulting prepare taxes or conduct audits? A: No, and that's intentional. Tax preparation and audits are the domain of CPAs, and there are excellent CPAs who specialize in exactly that work. Kewell Consulting operates at the strategic and operational finance level: cash flow forecasting, profitability analysis, financial planning, and the decision support that helps you lead your business with confidence. Many of our clients work with a CPA for compliance and with Kewell Consulting for strategy. The two roles complement each other well, and we're happy to work alongside your existing accounting team.
Q: When should a business work with a CFA? A: A CFA is most valuable when your business is preparing for fundraising, evaluating an acquisition, assessing company valuation, or navigating high-stakes capital decisions. If you're managing day-to-day financial operations, building a budget, or trying to understand your margins, a CFA is likely not the right fit. CFAs are built for investment and transaction events, not operational finance leadership.
Q: Can one finance professional hold multiple certifications? A: Yes. Some finance professionals hold both a CPA and a CMA, or other combinations. When that's the case, it's worth understanding how they actually apply their expertise in practice. The certification matters, but what matters more is whether their experience matches what your business needs right now. A credential is a signal, not a guarantee of the right fit.