Areas of Expertise
  • SaaS
  • Software & Hardware
  • RFID
  • IoT
  • VoIP
Contact Bob Finley
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Recent Blog Posts
The True Cost of Not Hiring a CFO When You Actually Need One
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Your Company is Running Out of Cash. As the CFO, What Do You Do?
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Bob Finley

Bob Finley joined FLG in 2020 and became a FINRA Registered Representative in 2022. Bob has over 20 years of Senior Financial Management experience in VC-backed companies. His scope of work goes from pre-revenue start-ups to rapidly growing companies heading towards $100M or more in revenue. He has worked in SaaS, Life Sciences, Software, Hardware and VoIP. He typically manages Accounting, Finance, HR, IT, Real Estate and Legal. He has set up operations domestically and globally.

Bob has worked with Exec Teams to raise over $100M in venture equity and debt. He enjoys translating numbers into compelling stories about a business’s value and potential, then working through the subsequent steps of investors’ Q&A, financial analysis, due diligence and closing. Bob has also participated in numerous M&A transactions, which have returned over $400M to investors, founders, and employees.

He has also successfully steered several companies through difficult times like the 2000 Internet bubble, the 2007 financial meltdown and now, COVID-19. During these crises, Bob worked with CEOs and Exec Teams to articulate the company’s financial position and options, then carefully managed cash to ensure survival. In one instance, Bob re-negotiated a debt deal which helped a company avert bankruptcy. All the companies got past these crises and prospered afterwards.

One of the ways Bob adds value is working with Chief Revenue Officers to accelerate top-line growth; his mantra is: “Revenue cures all ills.” He will do anything that is legal and ethical to grow revenue faster. Sales teams love working with him.

Prior to FLG, Bob was a part-time CFO at two companies: Unite Genomics (a Life Sciences company) and Calumino (an IoT company). At these companies, he worked with the CEOs and Exec Teams to help raise money, hone their strategies, prepare for high-volume manufacturing and at one, craft a new, post Covid-19 real estate strategy. Prior to Unite and Calumino, Bob was CFO at RedSeal, a cybersecurity company that was acquired in 2018. At RedSeal, he oversaw Accounting, Finance, HR, IT, Legal and Real Estate. He worked closely with CROs to increase bookings and revenue. During that time, he also implemented several transformational initiatives, allowing dramatic improvements in the bottom line. Prior to RedSeal, Bob worked at a variety of companies (SaaS, VoIP, Software and Hardware).

Bob’s career started at KPMG where he was an Auditor and later a Management Consultant, specializing in software development and implementations. After KPMG Bob worked at Citigroup and then AT&T. When one of Bob’s college friends made a ton of money at Netscape, Bob switched his career focus to VC-backed companies and has never looked back.

Bob earned a B.S. in Business Administration and an MBA, both from the University of California, Berkeley and is a CPA in California (inactive).

Sector Experience
  • Technology
  • Life Sciences
  • SaaS - Consumer
  • Software
  • IoT
  • Hardware
Selected Engagements
Skedulo Mobile