For the past few years, I’ve worked as a Fractional Finance Director. During that time, I’ve seen the very best of what fractional leadership can do for growing businesses – and also the worst of how it’s sometimes sold, positioned, and delivered.

Find Your Fractional exists because the current market isn’t working as well as it should – not for business owners, and not for genuine fractional professionals .

The problem I kept seeing

On the business owner side, the story was consistent.

Founders were:

• Wearing too many hats
• Stuck in the weeds when they should be thinking strategically
• Not ready (or able) to hire a full-time FD, CMO, COO or HR Director
• Unsure who they could trust in an increasingly noisy “fractional” market

At the same time, I was speaking to highly capable fractional professionals who were struggling with two big challenges:

1. Finding the right work
2. Doing it alone, without a peer network or support system

The irony? Both sides were looking for the same thing – but the market in between wasn’t built for either of them .

Why existing models didn’t sit right with me

I’ve spoken to and explored lots of options in this space.

Some are recruiter-led. Some are large, centralised “fractional firms”. Others are marketplaces that sign up hundreds (or thousands) of people with little to no validation.

The issues I kept coming back to were:

• High, inflexible margins that don’t work for clients or fractionals
• Exclusivity models that restrict good people and reduce trust
• Very narrow definitions of seniority (for example, CFO-only models)
• Little real quality control, despite bold claims

In some cases, I saw people calling themselves “fractional CFOs” when they’d never operated at board level. There’s nothing wrong with being a bookkeeper or management accountant – but mislabelling experience erodes trust for everyone .

That didn’t feel fair on business owners. And it definitely didn’t feel fair on experienced professionals who’ve actually done the job.