You are running a multimillion-dollar business. And there is a very good chance your financials are not telling you the whole truth. It’s not something most people are ever taught to see. Not by accountants. Not in an MBA. Not by banks. Behind the Numbers is eight episodes built for CEOs who are done leading blind. No spreadsheets. No jargon. No accounting background required. Just 30 years of CFO-level insight, delivered the way you actually learn. On your schedule, in your language.
Where numbers become strategy. Just the clarity a great CFO would give you — on your schedule, in your language.
What You Will Know When You Finish.
This is the financial education your MBA skipped and your accountant never offered.
What Your Numbers Are Really Telling You
Your financials aren’t giving you the full picture. Not because you’re missing something—but because they were never built to show it.
You have a profitable business on paper. But cash doesn’t line up with your P&L.
You trust your accountant. But you’ve never had full clarity on what’s actually happening behind the numbers.
You get reports every month. But explaining them in a boardroom wouldn’t feel straightforward.
That’s not a flaw. It’s a gap in how financials are translated—and it’s more expensive than it looks.
Most CEOs are making decisions—hiring, investing, expanding—on an incomplete view.
Not because they lack capability. Because no one ever turned the numbers into something operational.
That ends here.
Profit Without Cash
Your P&L shows a profit. Your bank account tells a different story. You are not imagining it. This episode shows you exactly why profit and cash are not the same thing, and what to do when they don't match.
What Your P&L Is Not Telling You
Your income statement is supposed to show you the truth about your business. But it has blind spots built in. This episode teaches you how to read between the lines and catch what your P&L is hiding.
The Balance Sheet
Your balance sheet is the most powerful financial document in your business. Most CEOs never look at it. This episode changes that. You will finally understand what it is, what it means, and why it matters more than you think.
Two Sets of Books
Your accountant runs two sets of books. One for you. One for the IRS. Most CEOs don't know this. This episode breaks down the difference and shows you which one actually reflects the health of your business.
Fraud Prevention
Fraud does not always look like fraud. Sometimes it looks like a trusted employee, a small adjustment, a rounding error. This episode shows you where the vulnerabilities are and how to close them before they cost you.
Evaluating Your Accountant
Your accountant may be doing everything right on paper and still be the wrong person for where you are going. This episode gives you the exact framework to evaluate whether your accountant is an asset or a liability.
The CEO Financial Operating System
You have the knowledge. Now you need a system. This episode gives you a daily, weekly, monthly, and quarterly rhythm so your numbers are never a surprise again.
Exit Readiness
When it is time to sell, buyers will look at everything. Most businesses are not ready. This episode shows you how to run your business today so that when a buyer walks in, your numbers tell the story of maximum value.
Most CEOs rely on their accountant without a clear way to evaluate what they’re given.
After this series, you won’t.
M&A Crime Scenes
Real deals. Real money left on the table. What went wrong — and how to make sure it does not happen to you. The most expensive mistakes in M&A are almost always financial. This episode shows you exactly what they look like.
This course does not replace your accountant.
It changes how you work with them.
You’ll understand what to ask, what to expect, and how to interpret what you’re being shown.
You’ll be able to distinguish between financials that simply report the past—and financial insight that helps you shape what comes next.
Most CEOs never operate with that level of clarity. Now you will.
You Will Think Differently. You Will See Differently. You Will Lead Differently.
Behind the Numbers is not a course about accounting. It is a course about leadership. The kind that comes from understanding exactly what your business is doing and what it is capable of.
You will know.
Three ways to go deeper
Start with clarity. Add implementation. Or go all the way with direct access to Holli. All access is twelve months — including all group sessions.
CEO Financial Command
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 8-episode Behind the Numbers course
- Bonus: Finding the Missing Millions in M&A Presentation
- Financial implementation templates
- Financial review checklists
- 12-month access to all content
CEO Financial Execution
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 Intensive
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
| CEO Financial Command |
CEO Financial Execution |
Private Executive Intensive |
|
|---|---|---|---|
| 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 |
| 8-Episode Course | ✓ | ✓ | ✓ |
| Bonus: Finding the Missing Millions in M&A | ✓ | ✓ | ✓ |
| 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
Holli Moeini
CFO · CPA · M&A Advisor
Holli Moeini is a CFO, CPA, and M&A advisor with over 30 years guiding buyers and sellers through the moments that define their financial legacy. Her career began at the center of a nine-figure exit.
She has led as EVP and CFO — managing operations, IT, security, and company strategy. Most recently, she guided a founder from not being ready to sell to a successful eight-figure exit in just 12 months.
She doesn't just teach the numbers. She has lived them — at the highest level.
Your numbers have
a story to tell.
Eight episodes. The clarity a great CFO would give you. On your schedule. In your language.