Fluid Waste Services Builds Financial Clarity, Confidence, and Long-Range Strategy Through Fractional CFO Leadership

Fluid Waste Services Summary

When siblings Morgan McAuley Collins and Margo McAuley took over Fluid Waste Services in 2022, they inherited a strong legacy—along with a financial function that needed greater structure and strategic direction. After years of relying on an office manager, bookkeeper, and then a controller, they still lacked the visibility and leadership necessary to support their ambitious growth goals.

Preferred CFO was brought in to elevate the company’s financial operations. Through fractional CFO leadership, the firm implemented structured reporting, 13-week cash flow forecasting, strategic KPI tracking, and one- and five-year planning. These changes gave the owners deeper visibility, actionable data, and a level of financial confidence they had never experienced before. The engagement also strengthened alignment across the business, empowering both the controller and the leadership team with new tools and insights.

The Challenge

Fluid Waste Services had been operating successfully for decades, but its financial systems weren’t keeping pace with the business growth and changes that were taking place. After assuming leadership, Morgan and Margo recognized that while they had plenty of financial data, they lacked clarity around which metrics truly mattered. Their controller was hardworking and capable, but the role required additional support and higher-level strategic oversight.

Key Financial Challenges

• An abundance of data but no clarity on key financial drivers

• No formal KPI structure

• Limited financial forecasting beyond the current month

• No 13-week cash flow visibility

• Owners lacked a financial background and wanted expert guidance

• Controller needed development and higher-level support

• No strategic planning process for one- or five-year goals

• Needed both insight and confidence in their financials

“We had too much information, but not the right information to actually make decisions.”

- Morgan McAuley Collins, CEO

Fluid Waste Services needed a strategic partner who could elevate their financial function—not just improve reporting, but build a clear financial roadmap for the future.

The CFO Solution

Preferred CFO stepped in to deliver the financial structure, leadership, and strategic insight the company needed. Through the use of our fractional CFO services, Preferred CFO introduced a stronger financial framework that transformed how Fluid Waste Services understood and managed its numbers.

Core CFO Solutions Implemented

• Monthly financial reporting with meaningful analysis
  Preferred CFO rebuilt the monthly financial review process so owners could understand the “why” behind the numbers.

• 13-week cash flow forecasting for tighter cash control
  Introduced to give leadership tighter control over cash timing, operational planning, and growth decisions.

• KPI development tailored to their operations, including equipment & manpower utilization
  Including utilization rates for both equipment and manpower — two critical drivers of profitability.

• One-year and five-year strategic planning
  Helping the company see the long-term financial impact of goals, investments, and expansion ideas.

• Leadership and controller development
  Preferred CFO began mentoring their controller with the long-term objective of internal CFO readiness.

• Seamless integration into the leadership team
  Despite being fractional and remote, Preferred CFO’s involvement was described as fully embedded and trusted.

Both owners emphasized that Preferred CFO’s involvement “took the company to a different level,” providing clarity, confidence, and long-range direction.

The CFO Results

The impact of Preferred CFO’s and Todd Kemp's financial leadership was immediate. With accurate visibility and forward-looking tools, Fluid Waste Services gained a high-level confidence in their financials and alignment across the organization.

Key Success & Results

• Gained reliable financial visibility across the business

• Gained clear KPIs tied directly to operational performance

• Gained a meaningful 13-week cash flow forecasting process

• Saw better alignment between finance and operations

• Began improved decision-making through forward-looking planning

• Benefitted from a controller receiving mentorship and development

• Saw greater confidence among leadership and operations teams

• Preferred CFO became a trusted extension of the financial leadership team

“This CFO engagement took us to a different level.”

- Margo McAuley, Executive Vice President

Looking Ahead

With Preferred CFO’s continued support, Fluid Waste Services is building a long-term financial roadmap grounded in data and clarity. The company is positioned to grow its service offering, strengthen its leadership structure, and pursue new opportunities with confidence. Preferred CFO will continue advancing KPI development, financial forecasting & modeling, and controller mentoring as Fluid Waste Services scales into its next phase.

Comprehensive Case Study Summary

Fluid Waste Services engaged Preferred CFO for fractional CFO leadership to bring clarity and structure to its financial operations after years of operating without strategic financial insight. Preferred CFO implemented monthly reporting analysis, a 13-week cash flow forecast, custom KPIs, and one- and five-year planning, giving the company meaningful visibility into its financial drivers. The engagement improved confidence, strengthened operational alignment, and elevated financial understanding across the leadership team. Preferred CFO also supported the development of the company’s controller, positioning Fluid Waste Services for long-term sustainable growth. Today, the company operates with clearer financial direction, stronger decision-making, and a strategic roadmap supported by Preferred CFO’s continued guidance.

At a Glance

Client: Fluid Waste Services
Partner: Preferred CFO
Industry: Environmental and Industrial Services
Services Provided: Fractional CFO leadership, financial reporting, KPI development, forecasting, strategic planning, controller development
Key Outcomes: Improved financial visibility, strategic clarity, KPI implementation, stronger leadership alignment, increased confidence in financial decision-making
Location: United States