Abir, CFO

I'm Abir, co-founder of UpCounting and Fractional Ecommerce CFO. I work with eCommerce founders scaling to 8- and 9-figures who need financial clarity to deploy capital efficiently, not just clean books.

I've been a Big 4 CPA, VP of Finance raising $60M+, ran an eCommerce brand and a marketing agency, and now act as fractional CFO for fast-growing DTC companies.

This channel exists because most eCommerce founders don't have a finance problem but a decision one. While revenue is growing, ad spend is climbing, cash always feels tighter every month. Profitability looks good on paper but operations feel fragile.

I share what I've learned from being on both sides: the finance seat and the founder seat. The goal isn't to teach accounting theory but to help you understand what your numbers actually mean operationally, and how they should inform what you do next.