The SaaS CFO

The top source for SaaS metrics, finance, and accounting education and templates. The SaaS CFO also offers fractional SaaS CFO services and coaching.

Ben's SaaS templates have been downloaded 100,000+ times and counting.

Founder

Extend

At Extend, we help B2B companies collect cash faster with less manual effort. No more manual emails, Post-it notes, Outlook reminders, and reminders from your CFO.

B2B SaaS finance and accounting teams automate laborious, uncoordinated workflows around account receivables and payment collections. Put your cash collections on auto-pilot and free up staff time.

Co-Founder

The SaaS Academy

The top online and in-person academy teaching SaaS finance and metrics. 3,000+ companies and 15,000+ students enrolled. Join our SaaS community!

Maxio

Maxio helps businesses accelerate growth efficiency with the industry’s only all-in-one billing and financial operations platform purpose-built for B2B SaaS.

Advisor

SaaS Metrics Standards Board

Founding Member

Mobile Solutions

Chief Financial Officer

Cartegraph

Revamped the finance and accounting function for a successful exit to private equity.

Vice President and Chief Financial Officer (CFO)

Provided finance and operational leadership to US subsidiary of German-based RIB Group – a leading global provider of ERP software solutions to the construction industry. Responsibilities include all aspects of finance, accounting, tax, treasury, human resources, research and development, services, and support. Hired to bring structure and process improvements to functional areas and execute US and Canadian expansion plan.

Executive Vice President and Chief Financial Officer (CFO)

Pinnacle Airlines Corp.

While Director of FP&A at Pinnacle Airlines Corp., Ben implemented an improved FP&A structure and process to support a rapidly growing organization.  Within his first year, he sourced and implemented a new planning and reporting system to move away from an offline, Excel-based system.  Through this technology and process redesign, his team reduced Pinnacle’s annual budget season from three to two month and introduced a detailed, monthly forecasting package.  Other improvements included new management performance reporting through monthly close packages, leading to earlier corrective action of operating variances.  With better data and analysis, his team created a new cost and revenue allocation system to determine profitability by product line and a more sophisticated process to bid on RFP’s.  Ben also developed Pinnacle’s first external finance training course in partnership with the University of Memphis.

Director, Financial Planning & Analysis (FP&A)

A.D.A.M., Inc.

As the first financial planning and analysis hire, Ben created many "firsts."  This included a weekly revenue forecast for the CEO using bookings data while applying software revenue recognition standards and a complex financial statement forecasting model.  Ben partnered with product managers on investment decision analysis and product pricing reviews to align R&D and related operating expenses with projected product revenues.  He also decoded customer pricing plans from a previously off-shored process.

Manager, FP&A

The SaaS CFO | The #1 source for SaaS finance education. Video lessons, content, templates, and communities to accelerate your SaaS and career.

WHAT I DO:  I help SaaS companies via fractional SaaS CFO services, coaching, and courses in SaaS metrics and finance.  I help companies achieve financial improvement and transparency via a SaaS finance framework that links operations to finance.

WHO I HELP:  I help SaaS founders, finance/accounting, and investors.

WHY IT WORKS:  Translating the operational story into consumable numbers is the key to driving corporate performance and understanding the economics of SaaS businesses.

WHAT MAKES ME DIFFERENT: From debits and credits to financial forecasting to M&A, my experience has not just been silo’ed in the accounting or finance track, but both sides of the desk.  My operations background at several airlines has improved my ability to translate operational performance into improved financial understanding and foresight. My on-the-job experience as a SaaS CFO has allowed me to help thousands of SaaS founders and finance teams.

Ben Murray

LMS Advisory Pty Ltd

LMS Advisory is an accounting business focused on you, the customer. Come to us with problems we give you solutions. Come to us with questions we give you answers. Come to us with ideas we help you make them happen! We embrace new technologies and can help you implement and benefit from them. We take the effort out of tax compliance to help you understand your financials and make better decisions. We believe "Advisory" is more than just a Buzzword - we will become your Trusted Advisor and strategic business partner.  Work with us so that you can focus your valuable time and energy on business growth or get back some valuable work/life balance.

What I'm Passionate about- 
I run a 2 partner accounting/bookkeeping business based in Parramatta , Sydney
I help business owners crystalise their short term and long term financial goals and work with them to achieve them by A) implementing proper financial systems and procedures, and B) meeting with them regularly to track, assess and improve with tailored advice and industry expertise

Managing Director

Sydney Angels

Sydney Angels are committed to creating a world class investment ecosystem that helps Australian companies compete and win on the world stage. Together we invest in Australian startups with high growth potential

Investor

Cerebiz

Cerebiz is a powerful business intelligence platform - providing a comprehensive suite of subscription modules for Practice Analysis, Advanced Debtor Management, Cashflow Forecasting, Budgeting, Consolidations, Financial Modelling, and BI Dashboards. Cerebiz is for Accounting Practices using MYOB AE and their clients. Businesses using MYOB or Xero accounting software can benefit from many of the same modules, allowing accounting practices to have realtime business advisory tools to grow. Visit www.cerebiz.com.au and unlock your business potential with advanced solutions

Investor and Strategic Advisor

KeepMyBooksOnline

Keep My Books Online are independent bookkeepers who can help you take control of your record keeping with easy to follow systems and processes that save you time! We can work closely with you and your accountant and other financial advisors on your team - to share knowledge and business intelligence and help our business owners make timely and informed decisions. We make the difficult look easy and give you the confidence of realtime business data that enables growth.

Director

Momentum Media Pty Ltd

Chief Financial Officer (vCFO)

LCI Partners 

Accountant

Accounting Business Owner @ LMS Advisory, Advising SME's on Growth, Strategic Planning, Maximising Profit & Cashflow. AI/Tech enthusiast | LMS | KeepMyBooks | WihseFP |Cerebiz |

Hi, I’m Alexander Laureti, Managing Partner at LMS Advisory - the financial enablement accountancy firm.

•	Do you know how much knowledge is in the numbers behind your business and personal finances?

•	If you interpret those insights, you can make smart decisions today that will set you up for a better future. 

That’s how I help you.

I’m not your typical accountant. I’m a business advisor, tax strategist and financial enabler. 

My team and I work closely with ambitious business owners, helping them discover the full potential of their businesses by making informed decisions powered by real data – which most people overlook. 

With over a decade of experience, I’ve helped business owners across various industries, from real estate and construction to property and professional services. What sets me apart is my commitment to go beyond basic accounting services. I believe in delving deep into the numbers and working alongside my clients to create tailored strategies that break barriers and enable real growth. 

I’ve seen firsthand how financial knowledge can propel a business forward, and that’s the mindset I bring to every client relationship.

My clients often refer to me not just as their accountant, but as a trusted business enablement partner who’s with them through every challenge and milestone. 

I believe in being proactive, using real-time data and my commercial knowledge to ensure you’re always making informed decisions. Whether you need help with compliance, tax strategies, or finding new opportunities for growth, I’m here to help you achieve your business and personal goals.

Beyond LMS Advisory, I’m a passionate investor and business owner myself, which gives me a unique perspective when advising clients. I’ve invested in property, equities, and angel investments, and I use this firsthand experience to offer tried-and-tested business advice.

If you’re looking for a practical and proactive accountant who can guide you through your business journey and enable your growth, I’d love to connect.

Alexander Laureti - LMS Advisory Pty Ltd
M:  0422 432 629
E:  alexander@lmsadvisory.com.au

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Ben Murray

Alexander Laureti

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