A CFO who sits next to the CEO, not above them.
Asaf Moalem is a CPA with 18 years in corporate finance, and the acting CFO of several companies in parallel. Moalem Consulting was founded in 2025 in Haifa to give established businesses the kind of finance leadership that used to require a full-time hire.
- Asaf Moalem, CPA
- 18 years in corporate finance
- Acting CFO of several companies in parallel
- years in corporate finance
- 18
- Certified public accountant
- CPA
- companies as acting CFO
- 5+
- languages: Hebrew, English, Spanish
- 3
From controller, to CFO, to CFO of several companies at once
- Years 1–6
Audit & control
CPA, then controller. Learning to read the books like an auditor.
- Years 7–12
CFO of a scale-up
From dozens of people to hundreds. Budget, banks, systems, board.
- Years 13–17
CFO of several companies
Senior judgement, without a full-time seat. The model takes shape.
- 2025
Moalem Consulting
Haifa, international. Fractional CFO for established companies.
The numbers are never the problem. The problem is that nobody translates them into a decision you can make on Tuesday.
The story
I spent the first half of my career inside finance departments: controller, then CFO, in companies that grew from a few dozen people to a few hundred. I learned that the numbers are never the problem. The problem is that nobody translates them into a decision the CEO can make on Tuesday.
Being a CPA helps. I can read the books the way an accountant does, and then leave that room and talk to the owner about pricing, hiring and the bank. That’s the whole job.
In 2025 I made the arrangement formal: several companies, each getting a senior CFO for the days they actually need, none of them paying for a full-time seat.
How I work
Business language
If a sentence needs a balance sheet to be understood, I rewrite it.
Recommend, don’t report
Every number comes with what I would do about it.
In the room
Management meeting, bank meeting, the hard supplier call. Present.
Honest about fit
If you don’t need a CFO yet, I say so.
The team
Asaf Moalem
Founder, CPA · Fractional CFO
Shana
LinkedIn & content marketing