We're on a mission to make financial forecasting accessible to everyone.
Capable leaders, broken tools.
Profitual was born from a pattern the founders kept seeing: capable business leaders wrestling with financial forecasting tools built for accounting specialists, not entrepreneurs.
Every option on the table had the same problem. They asked the founder to think like an accountant, rather than giving them tools that worked the way a business actually runs.
Spreadsheets break.
Error-prone, fragile, and impossible to trust once the model grows past a few tabs.
Consultants are expensive.
Outsourcing creates dependency, slow turnaround, and a forecast you don't actually own.
FP&A software is for specialists.
Traditional financial software assumes accounting fluency most founders don't have.
So we built something different. Twice.
Building blocks, not ledgers.
Profitual's design philosophy prioritizes business-owner intuition over financial jargon. Three simple pieces anyone can edit, combined into the plan your business actually needs.
Revenue streams
Model how you actually make money: SaaS, services, subscription, one-time. Not a pile of accounting line items.
Cost drivers
Identify the real factors that move expenses, so your plan reflects how the business runs.
Team structure
Plan headcount, compensation, and org composition the way founders and operators think.
Then came Andy
A modeling tool wasn't quite enough.
As customers adopted Profitual, a second pattern emerged: a forecast is only as useful as how often you look at it. Founders were building great plans, then letting them drift as the business moved faster than their check-ins.
So we built Andy, an AI CFO that connects directly to QuickBooks and Xero, reviews your books daily, and answers questions in plain language. Andy doesn't replace your judgment. Andy gives you the context to exercise it.
Two halves of the same finance team: Profitual for the plan, Andy for the pulse. One subscription. A fraction of a full-time hire.
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Founders, operators, and finance teams across Canada use Profitual for professional-grade forecasting, without the consultant fees or the learning curve.
The team behind Profitual.
Ray Fitzpatrick
CEO
Spent over a decade in venture capital and private equity reviewing financial models. Founded Profitual to connect business owners with tools matching their actual needs.
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Craig McLaughlin
CFO
CPA, CA with expertise in corporate finance, accounting, and financial reporting across public and private organizations.
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Tim Harrison
Head of Engineering
Software product leader with 15+ years of experience and a specialized AI/ML background, focused on simplifying complex processes.
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