Arena

Arena is a fintech company that provides fractional CFO, controller, and accounting services to small and medium-sized businesses across the United States. Founded in 2019, the woman-founded and owned company aims to simplify financial services and make high-caliber financial expertise accessible to businesses at any stage. The company's vision is rooted in the belief that entrepreneurs deserve robust support to reach their full potential, a concept inspired by Theodore Roosevelt's "The Man in the Arena" speech.

Arena operates on a flexible, subscription-style model, offering its services as a fixed project, for interim support, or on an ongoing basis to fit varying client needs. The company serves a diverse client base across industries such as healthcare, legal, consulting, and SaaS. The business model is designed to provide top-tier financial leadership without the cost of a full-time executive. This is achieved through a combination of proprietary technology and a network of experienced CFOs who deliver customized support. The company generates revenue by providing these expert financial services. During the pandemic, Arena offered pro-bono assistance to small businesses for PPP funding, which led to the development of its core fractional CFO service.

The service portfolio is structured around three main pillars: Foundational Accounting, Planning & Analysis, and Business Advisory. Key offerings include financial strategy development, cash flow management, budgeting and forecasting, KPI tracking, and financial reporting. Arena also provides support for critical business milestones such as capital raises, acquisition evaluations, and exit planning. A notable feature is the Arena Business Financial Health Assessment, a free, automated tool that provides business owners with an actionable plan and insights, which they can review with a qualified CFO. Arena has been recognized for its work, participating in accelerator programs with BMO and Capital One, receiving grant funding from Google, and demoing its product at Finovate 2022.

Keywords: fractional CFO, financial services, SMB finance, outsourced accounting, business advisory, financial planning, cash flow management, strategic financial guidance, bookkeeping, financial reporting, business financial health, fintech, woman-founded, interim CFO, controller services, capital planning, exit planning, acquisition evaluation, vendor management, business forecasting