Tells a Story.
Most CEOs don't need more reports.
They need more clarity.
Learn to read the story behind your numbers so you can make better decisions, lead with confidence, and build a more valuable business.
Where numbers become strategy. Just the clarity a great CFO would give you — on your schedule, in your language.
A Personal Welcome from Holli Moeini
Before we dive into the course, take a few minutes to hear why Behind the Numbers was created, who it's for, and how it will change the way you look at your business.
My role isn't to tell you how to run your business. It's to give you a clearer lens through which to see it. Because every financial statement tells a story. And great leaders know how to read it.
That's why I created Behind the Numbers.
My mission is to help business leaders make better business decisions by teaching them how to read the story behind their numbers. Because when you can read that story... you don't just understand your business better. You lead it better.
Helping Business Leaders Lead with Financial Clarity .
Every financial statement tells a story. Behind the Numbers helps CEOs uncover the insights hidden in their numbers so they can make better decisions, lead with greater confidence, and build stronger, more resilient businesses.
A step-by-step journey to becoming a business leader who understands the story behind every decision.
Each episode builds on the last, helping you uncover the story hidden within your financial statements. You'll learn practical concepts, real-world insights, and decision-making frameworks that empower you to lead your business with greater clarity and confidence.
Follow the Money
Your business may be profitable, but that doesn't always mean there's cash in the bank. Learn where your cash goes and how to make better decisions by following the money.
Can Your P&L Lie to You?
Learn how to diagnose your business using your Profit & Loss Statement. Discover why the P&L doesn't always tell the full story and how better diagnosis leads to better decisions.
The Greatest Love Story in Business
Discover how your Balance Sheet and Profit & Loss work together to reveal the true story behind your business's financial health.
Two Sets of Books
Understand the difference between the books used for taxes and the numbers you should use to run your business with confidence.
How to Spot Fraud
Fraud leaves clues before it becomes a crisis. Learn the warning signs every CEO should recognize to protect their business.
Do I Need a CFO?
Explore what financial leadership your business really needs and how the right guidance helps you make smarter decisions at every stage.
Run It Like You'll Sell It
Learn how to build a stronger, more valuable business that gives you greater freedom and more options: whether you plan to sell or not.
Bonus
Discover The Five Crime Scenes in M&A™ where business value quietly changes hands. Learn how to spot hidden risks, overlooked opportunities, and the financial clues that determine whether millions are gained or left on the table.
Why Holli Moeini?
CFO · CPA · M&A Advisor
After decades as a CPA, CFO, Advisor, and M&A Strategist, what I discovered was surprisingly simple.
The numbers always told the story.
Most leaders haven't been taught how to listen.
How We Can Work Together.
Every business is at a different stage, which is why I don't believe in one-size-fits-all solutions or rigid pricing tiers. Instead, I offer an ecosystem of support that meets you where you are—and grows with you as your business evolves.
Whether you're just starting to understand your numbers or looking for trusted executive guidance, you can choose the level of support that best fits your goals.
Behind the Numbers
Build a strong financial foundation by learning how to read and interpret the story behind your numbers. This is where confident, informed decision-making begins.
Group Implementation
Turn knowledge into action with guided implementation in a collaborative group environment. Receive practical support, accountability, and proven frameworks to help you apply what you've learned to your business.
Private Executive Advisory
For CEOs who want personalized strategic guidance, private advisory provides direct access to Holli's experience as a CFO and business advisor. Together, you'll work through financial decisions, growth opportunities, and business challenges with clarity and confidence.
Gain the clarity to make better business decisions.
The better you understand your numbers, the better you can lead your business with confidence, clarity, and purpose.
Behind The Numbers
Most CEOs hand their financials to an accountant and hope for the best. This changes that. You will learn to read your numbers the way an investor does. What they mean, what they are hiding, and what to do about it.
"This is where it starts."
- Complete 7-episode Behind the Numbers course
- Bonus: The Five M&A Deal Crime Scenes™
- Financial implementation templates
- Financial review checklists
- 12-month access to all content
Group Implementation
You know you need to understand your numbers. This tier makes sure you actually do something with that knowledge. Three live group implementation calls give you the space to ask real questions and leave with real answers.
"This is where clarity becomes action."
- Everything in CEO Financial Command
- Three live group implementation calls
- Real questions, real scenarios, real answers
- Work through material with direct guidance
- Leave knowing exactly what to do next
Private Executive Advisory
For the CEO who wants direct access. No group. No waiting. Just you, your numbers, and over thirty years of CFO experience pointed at your business.
"This is not coaching. This is a seasoned CFO advisor in your corner."
- Everything in CEO Financial Execution
- Three private 1:1 sixty-minute strategy sessions
- Scheduled around you and your business
- You bring what keeps you up at night
- Find what is leaking, working, and what to do first
| Learn Behind The Numbers |
Apply Group Implementation |
Partner Private Executive Advisory |
|
|---|---|---|---|
| For CEOs who want to read their financials like an investor and lead with confidence, not guesswork. | For CEOs who are ready to put their financial clarity into action and make sharper decisions in real time. | For CEOs who want a seasoned CFO advisor in their corner, asking the hard questions and helping them lead with precision. | |
| Investment | $997 | $3,497 | $5,997 |
| 7-Episode Course | ✓ | ✓ | ✓ |
| Bonus: The Five M&A Deal Crime Scenes™ | ✓ | ✓ | ✓ |
| Financial Implementation Templates | ✓ | ✓ | ✓ |
| Financial Review Checklists | ✓ | ✓ | ✓ |
| 12-Month Access | ✓ | ✓ | ✓ |
| Three (3) Live Group Implementation Calls | — | ✓ | ✓ |
| Three (3) Private 1:1 60-Minute Strategy Sessions | — | — | ✓ |
"Holli is the Master of helping business owners decode the hidden story told by the Income Statement and the Balance Sheet. Need help decoding your story? Holli is my go-to referral."Adam E. Coffey · 4× Best-Selling Author · Over $2.5B in exits as a CEO
Now It's Time To
Read Yours.
The beginning of a different and better way of seeing your business.