001 / Our founders

The people behind FinsightCFO.

Two operators who pair real CFO-style thinking with AI-assisted analysis, on a shared mission to make institutional-grade finance accessible.

Bryce Armstrong, Co-Founder of FinsightCFORead bio

Bryce Armstrong

Co-Founder · Strategy & Operations

Bryce Armstrong

Co-Founder · Economics, Arizona State University

Bryce studied Economics at Arizona State, building a foundation in markets and how financial systems shape growth. Growing up around small businesses, he saw firsthand how hard it is for owners to manage cash flow, payroll, and planning while running the company.

He believes owners need more than software, they need clear guidance and the CFO-level thinking larger companies rely on. At FinsightCFO he leads customer strategy, operations, and financial clarity, using AI to turn messy data into practical next steps.

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Luke Coffeen, Co-Founder of FinsightCFORead bio

Luke Coffeen

Co-Founder · Forecasting & Underwriting

Luke Coffeen

Co-Founder · Financial Planning & Real Estate, W. P. Carey

Luke studied Financial Planning and Real Estate at ASU's W. P. Carey School, building deep experience in financial modeling, underwriting, forecasting, and evaluating business opportunities.

His work centers on understanding risk and translating complex numbers into practical decisions. At FinsightCFO he leads forecasting logic, underwriting discipline, and cash flow visibility, using AI to make sophisticated financial thinking more accessible.

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002 / Why we started

Small businesses deserve better financial clarity.

We started FinsightCFO because we saw a real need that many small business owners were facing every day. Owners are making important decisions about pricing, hiring, cash flow, expenses, growth, and risk, but many of them do not have access to the kind of clear financial guidance that larger companies rely on. The information is usually there somewhere, in bank statements, spreadsheets, accounting exports, payroll records, and monthly reports, but it is often scattered, difficult to understand, or not translated into practical next steps. We believe small businesses deserve better than guessing. They deserve financial support that helps them understand what is actually happening in their business, where money is being made or lost, what risks need attention, and what actions can create a stronger future. FinsightCFO was built to make that kind of insight more accessible, more affordable, and easier to use. Our goal is not just to create reports, but to help owners feel more confident, more informed, and less alone when making financial decisions. We truly want to help small businesses see their numbers clearly, plan ahead, and move forward with direction.