Clean data
Trusted inputs. Connected systems.
Financial & Operating Layer
Your next
stage needs
a better stack.
W3 builds the financial and operating layer
growth-stage founders run on.
CFO discipline. KPI truth. Automation.
Capital readiness. AI that works.
Built for $5M–$50M Founders
Founder-led
operators
operators
$5M–$50M
revenue
revenue
90 days to
operating layer
operating layer
One layer. Full control.
Five capabilities.
One operating system.
We connect finance, operations, and AI into a single layer that removes friction, surfaces truth, and helps you move first, and faster.
Customer truth
CRM clarity and revenue visibility that match.
Automated work
Workflows that run the business, not add to it.
Board reporting
KPI governance and reports that tell the story.
Better decisions
AI agents and models that drive outcomes.
Trusted by Ambitious Operators
deel.
ramp
Vanta
BREX
ServiceTitan
DRATA
AGILITI
$5M–$50MRevenue Range
90 DaysTo Operating Layer
100%Founder Aligned
50+Years Operating Experience
What We Build For
For founders who want clarity, speed, and control.
You didn’t start your company to run the back office. We install the layer under your growth: an EOS-style operating rhythm with scorecards and real accountability, plus the technology and AI that handle the repeat work.
Explore what we build →Clarity
Real-time truth across cash, KPIs, and operations.
Operating Rhythm
An EOS-style cadence with scorecards and accountability that stick.
AI & Automation
Agents and workflows that eliminate manual drag.
Confidence
Board-ready materials and investor-grade financials.
Capital Readiness
Raise with credibility, not last-minute scrambles.
How We Work
A proven build process.
Discover
We map your systems, data, and bottlenecks to find leverage.
Design
We architect the operating layer your company actually needs.
Build
We implement, integrate, and automate. Fast and clean.
Optimize
We iterate, expand, and continuously raise the ceiling.
Built to Deliver
Outcomes you can
see and feel.
W3 connects finance, operations, and AI into one operating layer that compounds.
See outcomes →Cleaner closes
Fewer surprises. More accuracy.
Better decisions
Timely insights. Confident moves.
Stronger teams
Less manual work. More ownership.
Higher valuation
Better story. Better investor outcomes.
Why Owners Call W3
The business is working. The operating layer is lagging.
You are past the proof stage. You have customers, people, sales motion, delivery pressure, and a real shot at a much larger company.
But the upside is starting to ask for things the current setup cannot give you: a sharper forecast, cleaner CRM, fewer manual handoffs, better reporting, an AI plan that ships, and a finance voice in the room before the decision is already made.
That is where W3 fits. We work with the owner/operator who knows the business can grow but does not want to add bloated process or a stack of disconnected software.
What We Build
Finance and technology, installed around your real work.
We do not start by selling a platform. We start with the constraint that is costing you time, margin, cash, or confidence. Then we build the layer that removes it.
Fractional CFO guidance that meets the moment.
Cash planning, scenario models, KPI cadence, board support, capital story, diligence prep, and the financial voice your leadership team needs.
Revenue truth
Pipeline cleanup, lead routing, account fields, stale-opportunity rules, and follow-up discipline.
Less manual drag
Automated handoffs, reminders, approvals, status updates, meeting prep, and exception alerts.
Software and agents
AI that writes your internal software and automates entire workflows. Agents draft investor updates, summarize calls, flag margin moves, and route next actions.
The company sees the same facts.
Owner dashboards, board-ready packets, weekly scorecards, KPI ownership, clean definitions, and one source of truth for the operating meeting.
Signs You Are Ready
The business is too good to keep running on memory.
You do not need a turnaround. You need a cleaner machine under a company that already has momentum.
You know sales are there, but cash still surprises you.
Working capital, inventory, hiring, and delayed collections start making growth feel heavier than it should.
The CRM has become a debate.
Pipeline reviews depend on memory, side notes, and manual cleanup. The team needs customer truth it can act on.
Your best people are doing too much repeat work.
Reports, updates, handoffs, and meeting prep keep stealing time from customers and decisions.
You can tell the growth story, but the numbers need to hold up.
Investors, lenders, partners, and board members need clean assumptions, current KPIs, and a model tied to reality.
The tools do not talk to each other.
Handoffs run on email and memory. Automation between your systems, and small internal software built for the work, removes the drag.
Built for the Operator
You do not need a lecture. You need better instruments.
You already know the business. You know which customers matter, where the team is stretched, where cash gets tight, and which growth bets are worth making.
W3 gives you the financial and technology layer to act on what you know. Cleaner numbers. Better follow-through. AI in the work. A team that can see what you see.
01
The books close too slowly.
Decisions are made before the numbers are ready.
02
The CRM does not match reality.
Pipeline meetings become argument, memory, and cleanup.
03
The team repeats too much work.
Updates, handoffs, and reports keep pulling good people away from the sale.
04
AI is visible but not useful yet.
There are tools everywhere, but no installed workflow the company trusts.
The First 90 Days
Start narrow. Build the layer. Leave the company stronger.
Map the constraint
We look at cash, reporting, CRM, handoffs, leadership cadence, and the growth bet you are trying to make.
Install the first system
Close, forecast, dashboard, CRM cleanup, workflow automation, or AI agent. Pick the pain that matters most.
Connect the work
Finance, revenue, and operations start sharing the same facts and the same meeting rhythm.
Make it repeatable
Owners, cadence, documentation, handoffs, and next builds are clear before we expand the system.
Services & Build Areas
Search engines, AI agents, and humans should all see the same thing.
W3 is a financial guidance and technology build partner for owner/operators. The work usually lands in these areas.
Fractional CFO guidance
- 13-week cash forecast
- Monthly close rhythm
- Board and lender reporting
- KPI ownership
- Capital planning
Technology operating layer
- CRM cleanup
- Workflow automation
- AI agents for repeat work
- Reporting architecture
- Data source cleanup
Growth readiness
- Investor model
- Unit economics
- Pipeline visibility
- Operating cadence
- Diligence prep
Who Is in the Work
Finance leadership plus systems build.
The owner/operator does not need a handoff from strategy to execution. W3 keeps both close.
President and CFO
Shawn Aronson
Twenty-plus years across Deloitte, St. Jude Medical, Stratasys, Renewal by Andersen, Agiliti, and IMRIS. Shawn brings capital formation, financial modeling, KPI systems, and CFO guidance that owners can use.
Strategic Advisor
Adam Roozen
Nearly three decades building digital commerce and operating systems, from Sam’s Club eCommerce to Michael Kors, Kohl’s, and large retail systems. Adam connects the plan to shipped technology.
Questions Owners Ask
Plain answers before we talk.
Is W3 a fractional CFO firm or a technology partner?
Both, by design. The owner needs financial guidance and installed technology at the same time. A forecast without a cleaner operating system gets stale. Automation without financial judgment creates noise.
What size company is the best fit?
Founder-led and owner-led companies around $5M to $50M in revenue. The common thread is a good business with upside, but the next stage needs better finance, CRM, workflows, reporting, and AI inside the work.
Do you replace our team?
No. W3 works with the people already running the business. We clarify ownership, build the operating layer, and leave the team with better instruments.
Where does AI fit?
AI is part of how we build and part of what we install. We use it to design and ship internal software faster, review code and workflows, audit CRM and reporting quality, inspect handoffs, find data gaps, and pressure-test how the company actually runs.
Then we put AI into the operating layer: agents that clean pipeline data, draft board and investor notes, compare forecast changes, flag margin movement, prepare meeting briefs, route approvals, summarize calls, and turn repeat decisions into a system the team can trust.
We run EOS. Does that work with W3?
Yes, and it helps. If you run EOS or something like it, we plug into that rhythm: your scorecard gets real data, your rocks get systems behind them, your L10 stops arguing about whose numbers are right. If you don’t run EOS, we install an operating cadence that fits how you already work.
Do we need to buy new software?
Usually not much. Most of the value comes from connecting and cleaning what you already own. Where off-the-shelf doesn’t fit, we build small internal tools shaped to the work instead of forcing another subscription on the team.
How fast do we see results?
The first system lands inside 90 days: a forecast you trust, a cleaner pipeline, or an automation that removes real work from someone’s week. You should feel the difference in the first month, and the layer compounds from there.
First Conversation
Bring the ceiling you keep hitting.
We will name the first financial or technology constraint we would fix, what the first 30 days should produce, and where the AI layer belongs.
We listen first.
Then we build around
how the company
actually runs.
Trusted by Ambitious Operators
deel.
ramp
Vanta
Brex
ServiceTitan
Founder-Led. Operator-Built.
- Senior operators in the work
- No handoffs. No fluff.
- We own the outcome.
