Announcing Eagle Rock CFO Services—and a Free Tool Every Small Business Owner Can Use Today
January 19, 2026
After years of watching small businesses struggle with financial blind spots, we built something to help. Here's what it is, why we made it free, and how it can help you.
I've spent the better part of my career inside companies during their most critical moments—the turnarounds, the scale-ups, the "we have three months of runway and no idea where the money's going" emergencies. First as a private equity investor, then as a CFO and CEO who led three different companies through transformations that took them from struggling to thriving at $100M+.
And through all of it, one pattern kept repeating: small business owners are incredibly good at what they do, and almost universally flying blind when it comes to their finances.
I don't mean they're bad with money. I mean the tools available to them—QuickBooks, spreadsheets, their accountant's quarterly reports—give them data without insight. Numbers without meaning. They're drowning in information but starving for understanding.
💡
The real problem isn't data—it's translation
Most business owners have plenty of financial data. What they lack is someone (or something) that can translate that data into decisions. "Your revenue is up 12%" is data. "You're growing revenue but your margins are compressing because your COGS increased faster—here's why, and here's what to do about it" is insight.
That gap—between raw numbers and actionable intelligence—is exactly what my partner Dan Settel and I set out to close when we founded 
2-minute walkthrough of the dashboard in action
Why Give It Away for Free?
I get this question a lot, so let me be direct about our reasoning.
🤔
The honest answer
Most small business owners don't know what good financial visibility looks like until they see it. We're betting that once you experience clarity, you'll either run your business better on your own (which is genuinely great) or you'll want help going deeper (which is where we come in). Either outcome is a win.
There's also a simpler truth: building this tool was relatively straightforward for us, and the marginal cost of letting anyone use it is essentially zero. So why not? The world has enough paywalls. If we can help thousands of business owners make better decisions with a free tool, that's a good use of what we've built.
And yes, some percentage of people who use the free dashboard will eventually become consulting clients. That's the business model. But there's no pressure, no "premium features" hidden behind a subscription, and no sales team that's going to hound you. Use the tool. Get value from it. If you want more help, you know where to find us.
Who This Is For
The free dashboard (and Eagle Rock in general) is built for a specific kind of business owner:
- You're running a real business—not a side hustle, but something that pays salaries and has real operational complexity
- You're using QuickBooks Online (we'll expand to other platforms, but that's where we're starting)
- You know your finances matter, but you don't have time to become a finance expert yourself
- You're making decisions based on gut feel that you wish you could validate with data
- You've been burned before by accountants who only tell you what happened three months ago
If that sounds like you, give the dashboard a try. Ten seconds of setup, and you'll have a clearer picture of your business than most owners get from their entire accounting team.
"The goal isn't to turn every business owner into a CFO. It's to give every business owner the visibility that a good CFO would provide."
What's Next
This launch is just the beginning. We're actively building more features for the free dashboard, expanding our integration options beyond QuickBooks, and developing new ways to help small businesses get the financial clarity they deserve.
If you try the tool, I'd love to hear what you think. What's useful? What's missing? What would make this indispensable for how you run your business? You can reach me directly through the site or just reply to any email you get from us.
And if you're interested in what a real fractional CFO engagement looks like—someone in your corner helping you navigate cash flow, prepare for growth, or just finally understand your numbers—let's talk. No pressure, no hard sell. Just a conversation about whether we might be able to help.
Ready to See Your Finances Clearly?
Connect your QuickBooks in 10 seconds. It's free, it's instant, and it might change how you think about your business.
— Nick Jain
Co-Founder, Eagle Rock CFO Services