Startup founder? You're probably CFO as well, even if you don't know it

Most startup founders are the CFO, whether they realise it or not.

Preparing the board deck. Negotiating with lawyers. Approving payroll.

You might not feel like a CFO but if you’re the one signing off on filings, forecasts, and funding plans... you’re already wearing the badge.

And that’s where things go sideways.

Because without financial training, founders often default to instinct:

Building forecasts based on ‘ambition’ not runway.

Nodding along to terms they don’t fully understand.

Hoping the accountant is flagging the right risks.

At End2End, we mentor what we call the 'unseen CFO.'

Not to make you fluent in double-entry... but to give you just enough insight to lead with confidence.

That might mean:

• Prepping you for a tough investor Q&A

• Stress-testing your 12-month plan

• Or helping you tell a financial story the board actually believes

If you’re the one signing the filings, you need more than intuition.

You need someone who speaks your language AND the system’s.