I'm Rob Freels, a 25-year operator-focused CFO. FreeRivers CFO Advisory brings real financial leadership to healthcare and specialty practices on a fractional basis, without the full-time price tag.
Most practice owners don't find that out until it's expensive, because nobody's actually looking at the full picture. Bookkeeping tells you what happened. It rarely tells you what to do next.
That's the gap I fill: clear financials, real cash flow visibility, and a CFO-level read on what's actually driving (or draining) your margins.
No long-term commitment required to find out what's really going on in your numbers.
A focused, two-week look at your books. I'll surface the top issues quietly costing you money (pricing gaps, margin leaks, cash timing problems) and hand you a short, plain-English findings report. No jargon, no 40-page deck.
Ongoing financial leadership: monthly financials you can trust, a clear dashboard, a recurring strategy session, and a CFO on call for the big decisions: pricing, hiring, expansion, or an eventual exit.
Run a group therapy or psychiatry practice? I built a page just for you, including a free break-even calculator that shows what a new clinician has to bill before they pay for themselves.
See the group practice pageResults from a multi-provider specialty practice where I served as CFO and practice administrator. Every practice is different, and none of this is a promise about yours.
Everything starts there. Profit on paper means nothing if cash doesn't follow.
Reporting without execution is just noise. The numbers should change what happens next.
Leadership needs actionable insight, not another dashboard nobody opens.
I've worked as a banker, an auditor, and for the last 16 years a CFO, across healthcare services, physician practice operations, product distribution, and public accounting. That mix gives me a practical lens on how capital, operations, and risk connect in real businesses, especially in regulated, high-friction environments.
I'm most effective in environments that require building, fixing, or scaling the financial engine behind the business. Right now, I'm taking on a select number of fractional CFO engagements with healthcare and specialty practices that want exactly that.
First conversation's on me. No pitch, just a straight look at where things stand.