CFO & Board Advisory

Advising entrepreneurs, investors & boards on the AI-ready finance function.

Navigate complexity. Create value. Senior CFO expertise across growth, performance management, M&A and transformation — now extended into AI-enabled finance.

CFO AI Scan™ Fractional & Interim CFO M&A Advisory Board Advisory
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The flagship offering

The AI CFO

One controlled journey from readiness to running an AI-enabled finance function — delivered by a CFO who has done it in the field.

The CFO philosophy Trust is good. Control is better.
01 — Scan

CFO AI Scan™

AI readiness, assessed

A practitioner-led assessment of whether your finance function's foundation is ready for AI workflow automation — and exactly what to build first.

  • Harmonised chart of accounts & master data
  • Data architecture & workflow standardisation
  • Governance & control readiness
  • Financial storytelling with AI
  • Prioritised implementation roadmap
Fixed fee · ~3 weeks · no retainer
02 — Implement

Implementation Project

Foundation, built

We build the foundation the scan identified and stand up your first AI workflows — so the function is automating real work, not running a pilot.

  • Harmonised COA & data foundation in place
  • First AI workflows live in production
  • Financial storytelling with AI
  • Human review gates designed in from day one
Fixed scope · defined per engagement
03 — Run

Fractional CFO

The function, operated

Ongoing fractional CFO leadership operating the AI-enabled finance function — keeping the outcomes compounding long after the build.

  • Continuous, AI-augmented close & reporting
  • Real-time anomaly & covenant monitoring
  • Board & investor-grade decision support
  • Governance and control kept watertight
Engaged fractionally · monthly basis
Outcomes

Lower the cost of finance

Close faster

Stay in control 24/7

An AI-fluent finance team

Financial storytelling

From numbers to narrative

A board doesn't need another data dump — it needs to know why the numbers moved and what to do next. We turn financial data into clear, board-ready narrative, built with finstory.ai — an AI platform purpose-built for finance, where every figure stays traceable to source.

Explore finstory.ai →
Context-aware reportingBuilt on your business logic, not a generic template
Auditable by designEvery number traces back to the source transaction
Executive-ready narrativesThe why behind the movement, not just the what
The wider practice

Strategic CFO & board advisory

Senior financial leadership for complex business challenges — beyond, and alongside, the AI CFO journey.

01

Fractional & Interim CFO

Support portfolio companies and leadership teams in building scalable finance functions, strengthening governance and sharpening decision-making.

  • Strategic financial planning
  • Cash flow & liquidity management
  • Performance management
  • Governance & controls
02

M&A & Transaction Advisory

Navigate transactions, due diligence and valuations with precision — from financial modelling to post-deal integration, ensuring value creation at every stage.

  • Buy-side & sell-side advisory
  • Financial & commercial due diligence
  • Valuation & modelling
  • Post-merger integration
03

Board Advisory

Partner with boards on strategic direction, capital allocation and operational discipline — bringing financial acumen to advisory and supervisory boards.

  • Strategic oversight & guidance
  • Capital allocation decisions
  • Risk management & controls
  • Performance monitoring
Our approach

Deep expertise meets decisive execution

Financial Clarity

Transform complex financial data into strategic intelligence. Create visibility into performance, opportunities and risks that drive informed decisions.

Value Creation

Design actionable strategies for sustainable growth. Align financial planning with business objectives so every initiative creates measurable value.

Strategic Execution

Turn strategy into results. Build robust processes, optimise cash flow and strengthen governance to drive operational excellence.

JP
JP van Winsen
Seasoned CFO & Chartered Accountant (RA)
Listed & PE-backed Europe · US · Asia M&A & transformation AI-driven finance
View LinkedIn profile ↗
About

The CFO behind the practice

I'm a seasoned CFO who has led finance functions across Europe, the US and Asia — in both listed companies and private equity–backed businesses. My work centres on strengthening financial performance, freeing up cashflow and working capital, and building finance teams that deliver clear insight and reliable execution.

I've run multi-country operations, led major transformation programmes, and steered M&A and integration through complex stakeholder landscapes and large global budgets. Earlier roles in audit, group control and investor relations gave me a lasting discipline around transparency, accuracy and governance.

What I care about is the financial foundation — stable, well-run finance organisations that give CEOs and boards a clear line of sight and the confidence to set direction for sustainable growth.

Today, AI sits at the centre of my work. I'm part of an exciting journey with finstory.ai, a startup turning financial data into AI-powered storytelling — and through Marlinspike Hall & Partners, I help companies make the transition to an AI-driven finance function.

Let's talk

Ready to scan your foundation?

Whether it's the AI CFO journey or strategic CFO advisory, let's discuss how we can accelerate your business.

Location
Amsterdam, Netherlands
Serving
Europe & beyond
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