Financial Strategy That Knows the Difference
Your bookkeeper records what happened. Your CPA files it.
I'm the strategic partner who interprets what it means for where you want to go.
Most financial advice starts with the numbers. The problem is that numbers alone cannot tell you whether a decision is right for you.
At Viticula, we know that founders make financially sound decisions every day that lead to burnout, overwhelm, and a business that no longer feels like their own. Business coaches point to what is working in the market. Online experts show what worked for them. Almost none of it is filtered through your values, your goals, or the life you are actually trying to build.
The result is growth that looks good on paper and feels wrong in practice.
You built something real. From the outside it looks like it's working, because it is. And you're still the one doing the math at eleven o'clock at night before a hire you can probably afford, because knowing and being sure are two different things.
Making Decisions Alone
✕ Revenue looks strong and cash still feels tight
✕ Tax bills arrive as surprises
✕ Six-figure decisions get made alone, usually at night
✕ Your P&L tells you what happened and nothing about what to do next
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With the Seat Beside You Filled
✓ You know what your numbers mean and what to do about them
✓ Every big decision gets weighed with a partner before you commit
✓ The plan starts with your life, and the business is built to serve it
✓ Cash, pricing, and hiring decisions come from clarity instead of reaction
Before any financial strategy is built, every Viticula client goes through the Lighthouse Framework, a proprietary onboarding process developed over years of working with founders who were making the right financial moves for the wrong reasons.
We define your business values. We understand what kind of business you are growing, because different types of businesses require completely different financial decisions. We work through your personal goals, not just the financial ones. From that foundation, we build your business goals.
Throughout the year, every scenario we run and every decision we face together goes back through that framework. It keeps the financial strategy aligned with what you actually intend to build, not just what the numbers suggest is possible.
The Viticula Lighthouse Framework
Two ways to work together. One way to start.
Profit Pathway - $350
One focused session. You bring the question that’s been keeping you up. I bring my eyes on your numbers. You leave with your top three profit leaks, your 90-day priorities, and one clear next step. The $350 credits toward your first month if we keep working together. Referral partners and colleagues can gift a Profit Pathway to a founder they believe in.
Financial Strategy Consulting
A 12-month engagement for founders past $500K who are succeeding and still making their biggest decisions alone. Every month your financials come through my verification process, your dashboard is updated against your goals, and I complete a full analysis of what your numbers are saying about where you’re headed. Then we sit down and turn the interpretation into decisions. Engagements are $2,500 to $3,500 monthly, scoped to the complexity of your business.
CFO Partnership
Embedded financial leadership for businesses whose complexity demands it. I operate inside the business: forecasting, planning, decision support, and a partner in the seat for every major move. Pricing by conversation.
Every founder has people around her numbers. A bookkeeper building the foundation. A CPA managing tax. Maybe a wealth advisor minding what she’s already built. Each one is excellent at their job, and each one is looking backward or sideways. The Strategic Financial Triangle shows the seat at the center, where someone interprets all of it against where you’re headed. That gap exists at $600K and it exists at $6M. The center seat is the one I fill.
CFO: Focuses on the future driving strategy, managing cash flow, and turning business and personal goals into a clear financial roadmap. Not the same as tax work, and confusing the two is a costly mistake.
Tax Strategist/CPA: Focuses on efficiency and compliance structuring, planning, and identifying savings opportunities. Works alongside the CFO, but serves a distinct role.
Wealth Planner: Focuses on the owner, aligning investments, distributions, and long-term personal wealth with business decisions.
Bookkeeper: The foundation, provides accurate, timely financials that every other role depends on.
When The Numbers and The Vision Finally Align
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Corinne | Grid and Glam
“Kristen is a total game changer. I have used a bookkeeper for years, but Kristen is truly next level. Her experience and expertise are unparalleled. She has become a trusted advisor to my business and has taken so much stress off my shoulders. As CEO (even with a financial background) it is stressful making financial decisions in a vacuum. I truly feel like I have a teammate now as I make big financial decisions. Hiring Kristen is an investment in your business, your confidence, and your stress reduction!”
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Loren | Wellness Coach
“I no longer have to worry if I’m making smart investments in my business, whether it’s for marketing or growing my team, because Kristen will review and make sure it falls in line with our budget. She has given me peace of mind. She has also been able to analyze my income and expenses in ways that I would never be able to do myself. Her reporting is amazing. I know so much more about my business than I did before Kristen started helping me.”
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Amber | Productivity Coach
“I feel empowered, relieved, confident, and encouraged! It’s an incredible relief to see everything on paper and understanding the percentages of expenses and revenue so I can make informed decisions. There are a lot of moving parts on starting a business, this has given me understanding of what to aim for and plan for cash flow so that I can create a healthy business.”
Meet the Founder
Kristen Hillman is the founder and CEO of Viticula, LLC. With a background of over 25 years working in private equity investment and management, Kristen’s expertise lies in empowering founders to make confident, informed decisions to create predictability, profitability, and growth. Kristen works with value-driven founders and business owners who are ready for a financial partner who will tell them the truth about their numbers and help them build a business that serves their life, not the other way around.