Financial Strategy That Knows the Difference
Empowering founders to make data-driven financial decisions to support business growth and profitability long-term without sacrificing their personal values.
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.
Your business grew. Your alignment didn’t.
Growth was supposed to move you closer to your vision, instead, it pulled you further away.
You’re making decisions based on market pressure, and despite growing revenue, the business no longer reflects why you started.
You’re surrounded by advice, noise, and pressure, but lack a clear financial partner to help you filter it and stay aligned.
Sound familiar?
✕ Decisions are driven by outside pressure, not internal clarity
✕ Financial choices make sense on paper — but feel misaligned
✕ You’re reacting to noise instead of executing a clear strategy
✕ Revenue is growing, but direction feels uncertain
✕ You don’t have a financial partner grounding decisions in your vision
vs
Clarity, Alignment, and Intentional Growth Built Into Every Decision
Imagine having a financial partner who aligns every decision with both your numbers and your values.
This isn’t just financial oversight, it’s strategy built around the life you actually want.
With Viticula, you get:
✓ Every major decision filtered through a financial and values lens
✓ Strategy aligned with your long-term vision — not market noise
✓ Protection from reactive, panic-driven decisions
✓ Clear direction on where the business is actually going
✓ Financial clarity that supports — not overrides — your goals
✓ Confidence knowing your numbers are working for your vision
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
How We Work Together
Profit Pathway
A focused 90-minute session where we review your financials, identify your top profit leaks, and define your clearest next steps.
REVENUE RANGE$500K - $3M
CFO Advisory
The ongoing financial partnership that gives you CFO level strategy, clarity, and accountability without the cost of a full-time hire.
Financial Clarity Intensive
Twelve weeks that includes a complete financial diagnostic, a six-month decision roadmap, and a financial operating system built for long-term clarity.
REVENUE RANGE$5M - $50M
CFO Partnership
Strategic financial leadership for established businesses that are ready for a true CFO partner, with forecasting, planning, and decision support every month.
Most founders have a bookkeeper and tax preparer. Few have all four roles aligned, and that gap is where money is lost. Viticula sits in the CFO seat, helping you build and align the right financial team around your business.
Meet the Strategic Financial Triangle. Once a business crosses multi-seven figures in revenue, financial decisions become more complex, more consequential, and more interconnected. One advisor handling everything is not a sign of efficiency. It is a gap in coverage that costs founders in ways they often cannot see until the damage is done. The founders who build lasting wealth at this stage are supported by three distinct, forward-looking advisors, all working from a reliable foundation at the center.
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
-
![]()
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!”
-
![]()
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.”
-
![]()
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.