Financial Leadership for a Practice That's Outgrown Its Reporting.
Most health and aesthetics practices have a bookkeeper keeping score and no one interpreting it. Ward Advisory provides the ongoing financial leadership: management reporting, forecasting, KPI visibility, and the analysis behind each major decision — built on 11 years of professional finance and 4 inside healthcare systems, without the cost of a full-time hire.
- Management financial reporting you can actually run the business on
- Forecasting and cash-flow planning that surface problems before they arrive
- Provider and service-line profitability, pricing, and margin strategy
- Hiring, capacity, equipment, and scenario models behind every major decision
- Regular CFO strategy sessions with ownership
Engagements start at $3,000/month and scale with complexity, reporting needs, locations, and level of strategic support.
The strategy call determines the right starting engagement. Some businesses begin here; others start with the Financial Performance Diagnostic.
Who This Is For
Built for practices that are growing — and starting to feel it.
Right fit
- Revenue is growing but profit isn’t keeping pace
- You have a bookkeeper but no one thinking strategically about the numbers
- You’re making hiring, pricing, or expansion decisions without real financial modeling
- You’ve had a cash flow scare — or you’re worried the next one is coming
- You want a financial system, not just a monthly report
Not the right fit
- Pre-revenue or in your first year of operations
- Looking for someone to categorize transactions
- Want a one-time report with no ongoing strategic relationship
- Not willing to share financials and operate with full transparency
The Ward Advisory Methodology
A system. Not a service.
Most fractional CFOs give you access to a person. Ward Advisory gives you a repeatable financial infrastructure — the same diagnostic framework, the same reporting stack, the same decision models — running on your practice every month.
The Financial Performance Diagnostic
The baseline. Establishes where the business actually stands.
Ongoing engagements are built on a full financial baseline — P&L, service-line margins, pricing, labor ratios, and cash-flow structure, benchmarked against published industry data for your category.
Where a business already has strong reporting, the baseline is established during onboarding. Where it doesn’t, the standalone diagnostic is usually the cleaner starting point.
The Monthly CFO Stack™
The delivery engine. Runs every month. Without exception.
Every client receives the same structured CFO package each month: service-line P&L, labor ratio report, cash flow statement with 90-day projection, pricing benchmark, and written CFO commentary. Same format. Same rigor. Same benchmarks.
The consistency is the point. You’re not getting a different report depending on who worked your account that month. You’re getting a system.
The Financial Decision Review™
The strategy layer. Applied to every major decision.
Expansion modeling. Equipment ROI. Pricing restructure. Staffing and capacity decisions. Debt strategy. Each has a defined decision model we run — built from the same analytical frameworks used inside hospital systems and large-scale operations. Every strategic call has a model behind it.
These frameworks were developed from 11+ years of professional finance experience — 4 of them inside hospital systems running service-line P&Ls across Pediatrics, Oncology, Surgery, and Emergency Medicine. The methodology was built for environments where financial decisions had real consequences. It runs the same way inside your practice.
The Scope
This isn't accounting. It's financial command.
Every service you offer, every role you pay for, every dollar in overhead — it all has a number. Here's what we do with it.
Financial Visibility
You can’t fix what you can’t see. Every month you get a P&L and cash flow built around your actual service lines — so you know exactly which part of the business is pulling weight and which is dragging it.
Profitability Engineering
Most practices are leaving margin on the table through underpriced services, bloated labor ratios, or both. We benchmark every line against published industry data for your specific niche and show you exactly what it’s costing you.
Cash Flow Architecture
A slow month shouldn’t blindside you. A payroll cycle shouldn’t create a cash scare. 90-day rolling forecasts built around your revenue mix mean you see problems before they become emergencies.
Strategic Finance
Every major decision — a new location, a piece of equipment, a hire, a loan — has a model behind it. No gut-feel recommendations. Just the financial architecture to make the right call with confidence.
Your Investment
What determines your monthly engagement.
Every practice is different. Here's what drives scope — and cost.
Revenue size
A practice doing $1M requires different infrastructure than one doing $8M. Complexity scales with revenue.
Number of locations
Each location adds its own P&L, labor pool, and cash flow cycle to manage.
Service mix complexity
A practice running Botox, fillers, IV therapy, and retail has more moving parts than a single-service clinic.
Payroll structure
W-2 staff, 1099 injectors, or hybrid — each changes the labor analysis significantly.
Reporting requirements
Clean books and existing reporting mean faster onboarding. Lender, partner, or investor reporting broadens scope.
Frequency of contact
Monthly reporting and one strategy call vs. weekly touchpoints and real-time financial support.
Engagement Pricing
One engagement, scoped to your practice.
Ward Advisory does not run packaged tiers. The engagement is built around what the business actually requires, and pricing follows the scope.
Fractional CFO Advisory
Starting at $3,000/month
Engagement pricing scales with business complexity, number of locations, reporting requirements, the complexity of your financial data, and the level of strategic support ownership needs. You receive a specific scope and price after the CFO Strategy Call — before any commitment.
Scoped to the business where required
- Weekly financial check-ins where the business needs a faster cadence
- Labor ratio audit and ongoing benchmarking
- Real-time cash flow dashboard
- Expansion and location ROI modeling
- Lender-ready reporting and debt structure review
- Pricing strategy and service mix optimization
- Multi-entity and multi-location P&L consolidation
- M&A preparation and due diligence support
- Board and investor-ready reporting packages
- Direct coordination with your CPA, lender, or legal team
Every engagement includes the monthly deliverables below. What varies is depth, cadence, and the analysis the business needs to make its next decisions.
Schedule a CFO Strategy Call →Monthly Deliverables
What every client receives. Every month. Without exception.
- Monthly P&L deep dive — every line reviewed, every anomaly flagged
- Service-line margin analysis — ranked by profitability, not just revenue
- Labor ratio report — your cost per role vs. published industry standard
- Cash flow statement with 90-day forward projection
- Pricing benchmark vs. regional competitors within 25 miles
- Written CFO commentary — what changed, what it means, what to do next
- Monthly strategy session — one high-leverage decision per month, with a model behind it
- Direct access between sessions for time-sensitive questions
The Process
Four steps from first conversation to ongoing financial infrastructure.
CFO Strategy Call
A fit conversation: the business, its current financial infrastructure, growth goals, and the decisions ownership needs better information to make. We determine whether ongoing CFO support is the right starting point.
Baseline & Onboarding
We establish the financial baseline, connect your accounting system, build your reporting stack, and set your benchmarks. Roughly two weeks, with no disruption to the practice.
First Monthly CFO Stack
You receive your first full monthly package — P&L, service-line breakdown, cash flow, written commentary. The numbers arrive as a decision-making package, not a compliance record.
Ongoing Engagement
Monthly (or weekly) cadence of reporting, strategy sessions, and real-time support. The system runs. You run the practice.
The Origin
The methodology didn't come from a textbook.
Ward Advisory was founded by Tanner Ward — with 11+ years in professional finance, 4 of them inside healthcare systems building service-line P&Ls across Pediatrics, Oncology, Behavioral Health, Surgery, and Emergency Medicine at Integris Health, Oklahoma's largest hospital network.
That work required the same financial architecture your practice needs: multiple revenue streams, variable cost structures, provider productivity ratios, and overhead allocation across service categories. The difference is the consequences were measured in millions.
After Integris, Tanner scaled those frameworks inside Amazon Robotics and Amazon Logistics operations, then ran as COO of a private lending company before founding Ward Advisory.
The methodology was built inside systems that couldn't afford to guess. Ward Advisory exists to bring that infrastructure to health and aesthetics practices — delivered as a repeatable system, not a personal service.
11+ Years
Professional finance experience
4 Years
Inside healthcare systems doing service-line P&L work
3 Frameworks
Proprietary diagnostic, delivery, and strategy systems
Where Does Your Practice Stand?
Every engagement benchmarks your practice against published industry data — not generic averages.
| Industry | Healthy Net Margin | Source |
|---|---|---|
| Med Spas | 15–25% | Fotromed / ASDS |
| Dental Practices | 30–40% | Overjet / Clerri 2025 |
| Chiropractors | ~33% | American Chiropractor |
| Cosmetic Surgery / Derm | 25–35% | Practice management benchmarks |
| IV Therapy / Wellness | 20–35% | HFA |
If your margins are outside these ranges — or you don't know what your margins are — that's the conversation we need to have.
Common Questions
Is this bookkeeping or tax preparation?
Neither. Bookkeeping records what happened and tax preparation reports it. This engagement tells you what the numbers mean and what to do about them. Most clients already have a bookkeeper and a CPA — we work alongside them, and can help establish a stronger accounting foundation during onboarding where one is missing.
What makes this different from other fractional CFOs?
Most fractional CFOs give you access to a person. Ward Advisory gives you a system. Every engagement runs the same frameworks — a financial performance baseline, the Monthly CFO Stack™, and the Financial Decision Review™ — built from 11 years in professional finance, 4 of them inside hospital systems running service-line P&Ls across Pediatrics, Oncology, Surgery, and Emergency Medicine. You’re not getting a generalist who works across 12 industries. You’re getting a repeatable financial infrastructure built specifically for health and aesthetics practices — and the operator who built it.
Do I need to be a certain size?
Engagements are built for established health and aesthetics businesses generally doing $1M–$10M+ in annual revenue. Below that range, a full ongoing CFO engagement is usually more infrastructure than the business needs. Above $10M, scope and pricing are fully custom.
How long are engagements?
Month-to-month after a 90-day minimum. The first 90 days is when we build your financial infrastructure and establish baseline reporting. From there the engagement continues as long as it is producing value for the business.
What does "starting at" mean?
Engagements start at $3,000/month and scale with business complexity, number of locations, reporting requirements, the complexity of your financial data, and the level of strategic support ownership needs. Your specific scope and price are set after the CFO Strategy Call, once we understand your books and what the engagement actually requires. No surprise invoices.
Do I have to complete a diagnostic first?
No. Some businesses move directly into an ongoing engagement and we establish the baseline during onboarding. Where ownership wants a substantive assessment before committing to a recurring relationship, the standalone Financial Performance Diagnostic is the cleaner starting point. The strategy call determines which makes sense.
Who actually does the work?
The Ward Advisory team, under the same framework for every engagement — the financial performance baseline, the Monthly CFO Stack, and the Financial Decision Review. The system is consistent. The team executes it.
Do you work outside health and aesthetics?
No. Our methodology and benchmarking data is built specifically for health and aesthetics businesses. The specificity is what makes the work useful — we don’t dilute it by working across unrelated industries.
Next Step
Let's discuss what your practice actually needs.
A CFO strategy call is a fit conversation: your current financial infrastructure, the decisions in front of ownership, and the engagement that matches them — ongoing advisory, a 90-day implementation, or a standalone diagnostic.
Prefer to implement first? Explore the 90-Day Financial Performance Accelerator or email Info@wardadvisory.co to discuss scope.