In this episode of Titans of the Trades, host Ryan Englin sits down with Lauren Furtado, the Founder and CEO of Unconventional CFO, who’s spent decades in big‑box accounting firms and now works one‑on‑one with construction and trade contractors.
Lauren translates complex financial concepts into actionable steps, helping business leaders go from overwhelmed to empowered. If you’ve ever avoided your P&L, felt lost in cash flow, or simply wished the numbers made sense in your trade business, this is your roadmap.
Lauren walks through her journey: leaving big firm life after a personal crisis, choosing a path of service, and creating a finance practice built for “people who have skin in the game.” She challenges the stereotype of finance being dry or disconnected, and shares tools, mindsets, and practices that bring clarity, confidence, and profitability to construction contractors.
You’ll learn about:
- The Critical Four metrics every trade business must track. And why most owners don’t.
- What “financial nakedness” really means and how being honest with your numbers and unlocks growth.
- How to build a cash flow forecast that works, not just “looks good on paper.”
- When open‑book management helps and when it scares your team.
- Aligning business goals with personal mission so numbers become a tool, not a burden.
Key Takeaways
- 01:30: Lauren’s backstory: from traditional accounting to creating Unconventional CFO and why she left “big box” firms and what spurred her to shift.
- 06:00: How personal loss shaped Lauren’s “why” and shifted her focus on helping contractors with skin in the game.
- 8:25: The stereotype of finance in trades, and how being “unconventional” shows up: tattoos, empathy, simplicity.
- 10:00: A case study: a contractor team in deep financial fear and what happened when they got clarity on their numbers.
- 11:50: What “financial nakedness” is, why people avoid it, and how judgment‑free zones help uncover truth.
- 15:45: Open‑book management: pros, cons, and how to decide what financial info to share with the field or middle management.
- 19:25: The “Critical Four” financial metrics every construction business should track. No more guessing.
- 23:00: Tying your money to your mission: how clarifying your impact, goals, and purpose makes finance meaningful.
- 25:10: Forecasting cash flow: tools and tactics Lauren uses (including 12‑month forecasts and 13‑week models) to avoid surprises.
- 27:45: The cash flow self‑assessment tool Lauren offers: how it works, what you’ll walk away with, and how to get access.
Connect With Lauren:
Website: https://unconventional-cfo.com/
LinkedIn: https://www.linkedin.com/in/lauren-furtado-7949061b/
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