About Us

At CFO EXE, we specialize in providing expert fractional CFO, business advisory, and bookkeeping services tailored to meet the unique needs of businesses at every stage of their growth journey. With a team of seasoned financial professionals, we are committed to delivering strategic financial guidance and practical solutions that drive your business forward. 

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ABOUT THE OWNER

Hi I'm Dan Martinez,
For over two decades, I've immersed myself in the corporate world, navigating the intricate terrain of finance, strategy, and success. It's been a journey filled with accomplishments and challenges, but amidst it all, a deep-rooted passion has thrived within me - the passion to help small and medium-sized businesses realize their full financial potential.

Large corporate firms are impressive in their own right, but what truly satisfies my soul is the opportunity to make a tangible impact on smaller businesses. I believe that the same principles that drive the success of these corporate giants can be applied to smaller ventures. It's about optimizing, strategizing, and achieving financial excellence.

My venture into this world of small and medium-sized businesses started with a partnership with a dear friend. Together, we embarked on a franchise business. It was an eye-opening experience, one that taught me the undeniable need to wear multiple hats, juggle roles, and embrace the constant highs and lows of entrepreneurship.

From those early days, my love for breaking down numbers, utilizing technology, and diving into data analysis only grew stronger. There's a certain magic in discovering the hidden insights within a spreadsheet, in understanding the patterns that drive profitability, and in leveraging technology to streamline operations.

Helping businesses harness the power of their own data, setting clear financial goals, and crafting strategies for growth has become my life's mission. The reward lies in witnessing the transformation, in seeing small businesses not just survive but thrive.

It's the satisfaction of knowing that I've played a part in the financial success of hardworking entrepreneurs and ensuring their dreams and visions come to life. Each success story I've been a part of, each business I've helped to flourish, is a testament to the immense potential that lies within the SMB world.

And so, I continue this journey with unwavering enthusiasm, driven by a passion to empower small and medium-sized businesses, armed with the knowledge and experience of a corporate veteran, and inspired by the ever-present highs and lows that make this path so uniquely rewarding.

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Dan Martinez, MBA, CMA, CSCA
CEO / Owner

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Mission

To empower small and medium-sized businesses with expert financial guidance and strategies, enabling them to achieve sustainable growth and thrive in a competitive business landscape.

Vision

To become a trusted partner for businesses seeking top-tier CFO business advisory services, renowned for our commitment to excellence, integrity, and results.

What Drives Us

At the heart of our organization, there is a burning passion that fuels our every endeavor. We are driven by a relentless commitment to values that define who we are and how we operate. These values are not mere words on a page but guiding principles that light our path and shape our purpose. They infuse our work with meaning, inspiring us to make a positive difference in the world. Here's a glimpse into what drives us - our core values.

These four values - Integrity, Innovation, Accountability, and Excellence - form the cornerstone of our organization, guiding our actions and shaping our culture. They inspire us to work with purpose and make a meaningful impact in the world.

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Why Choose Us

Client-Centric

Your success is our priority. We build strong partnerships and provide ongoing support to ensure your financial health and growth.

Expertise

Our team of financial professionals brings a wealth of industry experience and knowledge, ensuring you receive accurate and strategic financial advice. 

Tailored Solutions

We understand that every business is unique. Our services are customized to address your specific challenges and opportunities.

Cost-Effective

Gain access to CFO-level expertise without the cost of a full-time CFO, allowing you to allocate resources where they matter most. 

Holistic Approach

Beyond traditional CFO duties, we offer comprehensive business advisory services to support your overall business growth.

Data-Driven Insights

Leverage the power of data analytics to make informed decisions and drive your business strategy with confidence.