About FinElevate

How We Work

FinElevate is a different kind of financial service. As your dedicated fractional CFO, we cut through the noise and focus on what truly matters: clarity and profitability. We’re unique in that we pinpoint areas of improvement using our dashboards to gauge your business’s financial health.

With this insight, we implement our Playbook, packed with over 450 tailored strategies, to drive dramatic improvements in your business. Unlike typical services, we don’t just handle your transactions and call it a day. We actively work to boost your bottom line and help you achieve financial freedom.

Data Clarity + Train Your Team + Playbook = Freedom

Data Clarity

Our dashboards provide clear, actionable insights to help you make decisions quickly without wading through endless details.

Train Your Team

We elevate your team’s capabilities, driving financial performance and aligning everyone with your goals.

The Playbook

With over 450 plays tailored to your business goals, we dive into your operations to dramatically improve profitability and cash flow.

Our Why

Our founder, Colin, realized that most entrepreneurs love building products or driving sales but dread dealing with the financial side. Stuck in spreadsheets and QuickBooks, they’re not getting the breakthroughs they need. Even Colin, a financially focused entrepreneur, struggled to find a solution that added real value to his business.

He tried doing it all himself, hiring employees, using 1099s, and even working with small bookkeeping services and big firms. None of them delivered the results he needed. That’s why he started FinElevate – to let entrepreneurs offload the financial headaches and focus on their zone of genius.

At FinElevate, we don’t just throw big ideas at you. We get in the trenches with you, implementing changes that truly improve your business. You have so many things pulling at your focus, you deserve to spend more time doing what you love. Let us handle the finances so you can get back to what you do best.

FinElevate Values

Head on a swivel

We ask “what does this mean?” and “what if?” like other people ask about the weather. Never satisfied with the status quo, we are always looking for ways to improve. Whether it’s getting to the bottom of an issue instead of applying a band-aid, or reimagining our entire client onboarding process, we see potential where others see problems.

$fractional cfo consulting$

Elevate with tech

The accounting space is typically filled with manual work and outdated processes, but we’re not like that. We employ the latest tools and automation to elevate our team, allowing them to focus on what humans do best – human relationships, strategy, and creative thought.

Extreme ownership

Each team member is an expert in their role, and is trusted with that role. We believe that decisions should be made by the ones closest to the action. Team members own their decisions, results, attitude, communication with colleagues, and HOW things get done.

Good with numbers

We’re numbers nerds. The kind of people that look at a math problem and think “that looks kinda fun.” Drawn to the quantifiable, we use our energy for numerical reasoning, calculating, and strategy to reveal opportunities for our clients.

$outsourced fractional controller$

Servant leadership

We believe that true leaders are driven not by personal gain, but by the impact they have on others. Our goal is to help our colleagues, customers, and company achieve more. Through them, we find fulfillment.

Learn and grow every day

Curious. Life-long learners. Our team is proactive in seeking out new opportunities to learn and continuously improve their skills. We cultivate an environment that supports experimentation, fosters creativity, and encourages our team members to take smart risks.

Meet the Team

Colin Sanburg, Founder

Colin started at 21 in a family business and quickly realized the business was a financial house of cards. Over several ugly years, he developed a passion for solving those profitability and cash flow problems and later scaled that business as owner and CEO. He reinvested profits from that first business to buy several other businesses and real estate. Along the way, Colin realized that no middle market or large business survives without mastering its finances, yet very few small business owners are financially focused. That realization led him to study every small business finance book he could find, complete several small business finance courses, including Strategic Finance at Harvard, and earn his Executive MBA from The University of Texas at Dallas.

Colin’s passion for connecting with and helping other entrepreneurs came from starting several mastermind groups and spending hundreds of sessions giving advice and support. Through it all, he became the go-to person in his circles for financial strategy and advice.

Those combined experiences led to the founding of FinElevate to deliver on his passion for helping small businesses elevate their finances. He lives in Fort Worth, Texas, with his wife, Alison, a licensed social worker, and their three children.

Rachel Lundeen, Director of Operations

Rachel brings structure, data, and automation to the FinElevate team. A certified Integrator/Director of Operations through Spyglass Academy, she specializes in creating efficient systems, data-driven decision-making, and team accountability. Prior to joining FinElevate, Rachel worked at a national TV advertising agency as the head of the media analytics department. There, she developed and automated a proprietary method of forecasting agency revenue. Before that, Rachel worked in nonprofit developing operating budgets and tracking success metrics.

A self-proclaimed finance nerd, Rachel has always been the person friends go to for financial advice and goal setting. She relishes being the translator between finance-speak and non-finance people. Rachel lives in Minnesota with her husband and their rambunctious toddler.