Jason founded StraightForward Financial Insights in 2017 after 25+ years embedded inside small and mid-sized family businesses. He understands what keeps owners up at night and what it takes to move the needle. His work spans the full arc: building financial infrastructure, planning profitable exits, and leading turnarounds when things go sideways.

As a Certified Exit Planning Advisor (CEPA), Jason brings a structured methodology to the most consequential decisions a business owner will ever make. He asks the hard questions, stays through the uncomfortable conversations, and doesn't leave until the work is done. If you want a financial partner who treats your business like it matters, Jason is that person.

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Alan brings over 40 years of executive leadership across public companies, family businesses, and venture-backed startups serving as CFO, CEO, and COO. He has personally led and structured more than $1 billion in M&A transactions, and knows exactly how deals are built, where they fall apart, and how to position a business to command maximum value.

That caliber of experience is now available to StraightForward's clients. Alan specializes in high-stakes advisory: complex M&A, capital structure decisions, and situations where financial leadership is truly mission-critical. He is direct, deeply experienced, and exceptionally well-connected. When the deal matters most, Alan is the person you want in the room.

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Since 1998, Steve has served nearly 100 clients as a fractional CFO and controller across manufacturing, distribution, and private equity-backed companies. He understands the rhythm of production businesses inventory dynamics, cost structures, margin pressure, and the operational levers that actually drive profitability.

Working with Steve means getting a seasoned financial executive at a fraction of the cost of a full-time hire. He integrates quickly, asks the right questions, and delivers the clarity that allows ownership to make confident decisions. If your business runs on product, Steve is the CFO-level partner you've been looking for.

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Chelsea is the foundation every StraightForward advisory relationship is built on. She works directly with business owners to establish reliable accounting systems, maintain accurate monthly financials, and clean up disorganized records that have piled up over the years without judgment and without shortcuts.

None of the high-level strategy works without clean books underneath it. Chelsea is the reason our clients can trust the numbers in front of them. Business owners who work with her stop dreading their financials and start using them as a real tool for growth.

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Brent helps business owners build the financial structure, operational visibility, and decision-making discipline needed to scale confidently. With experience leading finance functions across manufacturing, service, and growth-oriented companies, he brings a practical, forward-looking approach that connects financial strategy to day-to-day operations. His focus is helping leadership teams improve cash flow, strengthen reporting, and create the clarity needed to make faster, better decisions.

As a CPA and former CFO/controller, Brent combines technical financial expertise with an operational mindset that business owners value. He specializes in forecasting, KPI development, financial infrastructure, and building systems that support sustainable growth without adding unnecessary complexity. Brent is the kind of advisor who integrates quickly, asks the right questions, and helps companies move from reactive financial management to proactive leadership.

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