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Optimising Cashflow Chaos and Reducing Financial Risk Across a Dual-Market Business
- May 31
- 3 min read
Updated: 4 days ago
Case Study: Cashflow Management | Marketing & SaaS | Australia & United States
The Client's Question
When a founder is running one entity with two connected businesses - an Australian marketing agency and a US-based SaaS operation - the financial picture can become genuinely difficult to read.
Revenue was coming in across AUD and USD. Costs were spread across Xero, Stripe, Wise and multiple bank accounts. Invoicing was inconsistent, collections were not being followed up with discipline, and it was hard to see where the business actually stood on cash at any given moment.
The founder was carrying too much of the financial decision-making alone, and without a clear weekly view of cashflow, receivables and runway, the business was exposed to risks that had not yet surfaced, but he knew were lurking nearby.
There was no shortage of revenue activity, but there was a critical shortage of financial clarity.
What Diamond Advisory Did To Optimise Cashflow
Engaged as Fractional CFO, Diamond Advisory took end-to-end ownership of the financial function — bringing structure, visibility and discipline across both businesses without adding unnecessary overhead.
Cashflow and credit exposure
Diamond Advisory took ownership of cashflow management from the ground up. This included a clear view of cash positions across both businesses, identifying unmanaged credit exposure and establishing tighter controls around billing timing and follow-up.
Weekly CFO reporting
A concise weekly CFO report was established covering cash balances, accounts receivable ageing, runway position and emerging pressure points. For the first time, the founder had a reliable, timely financial pulse - delivered without the noise.
Invoicing accuracy and collections discipline
Invoicing accuracy was reviewed and strengthened across both entities. A consistent collections follow-up process was embedded, reducing revenue leakage and improving the speed at which cash was being converted from work done to funds received.
Separating agency performance from SaaS investment
One of the more commercially important improvements was restructuring the reporting to clearly separate core agency performance from SaaS investment activity. This gave the founder a much cleaner read on where margin was being generated and where capital was being deployed - critical for making sound allocation decisions.
Finance systems and workflows
Underlying finance processes were strengthened across Xero, Stripe, Wise and banking workflows. The goal was to reduce friction, improve execution and make the finance function more reliable without making it more complex.
Coordination across jurisdictions
Diamond Advisory managed the relationship with external accountants, banks and payment providers across both Australian and US operations - ensuring compliant, efficient finance management without the founder needing to navigate it.
Proactive CFO support
Rather than waiting to be asked, Diamond Advisory surfaced emerging risks early, presented practical options and reduced the day-to-day financial burden on the founder - freeing up executive attention for growth.
The Results
Cashflow optimised and visibility were restored. Revenue leakage was substantially reduced. The founder gained a reliable weekly financial picture — without the noise.
Debtor days dropped from 35 days to 7 days, significantly reducing lock-up
Clear cashflow visibility across AUD and USD operations — for the first time
Tighter collections discipline reducing the lag between delivery and payment
Weekly CFO reporting surfacing pressure points before they escalated
Reduced unmanaged risk across credit exposure, billing and currency management
Stronger finance systems across Xero, Stripe, Wise and banking
Proactive risk management — issues resolved before they required executive intervention
Engagement model: We started at 15 hours per week. As the business stabilised, the engagement scaled back to 5 hours per week — the right level of senior finance support, at the right cost.
Next Steps
For Founders and CEOs: If you are managing a growing business and your cashflow picture is unclear, your invoicing is inconsistent, or you are making financial decisions without full confidence — Diamond Advisory can help. We work with founders and CEOs of organisations between $2M and $50M who need cashflow clarity, stronger reporting and a senior finance partner they can trust.
For Boards: Cashflow risk and unmanaged credit exposure are board-level governance issues, not just operational ones. If your organisation lacks clear weekly visibility over cash position and receivables, that risk sits with the board. Diamond Advisory can establish the reporting and controls that give directors the visibility they need.
No obligation. A practical conversation about your situation and what kind of support would make the most difference.
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