How does a CFO help turn startup chaos into scale-up structure, translate numbers into action, and support growth across every part of the business?
In this episode of The CFO Playbook, David McClelland is joined by Brad Channer, CFO at UBIO, the automation company helping businesses connect systems that were never designed to work together.
Brad shares why the CFO role in a startup or scale-up is far broader than finance alone. At UBIO, that means working across fundraising, sales, legal, HR, operations, board reporting, and exit planning, often all at once. He describes the CFO as the “glue” in a business: the person who connects teams, brings clarity, and helps turn data into decisions.
A key theme in the conversation is Brad’s idea of “narrating the numbers.” He explains why finance leaders must do more than report figures; they must communicate them in ways founders, boards, and investors can understand and act on. For Brad, strong finance leadership combines technical accuracy with empathy, storytelling, and an understanding of what matters most to each audience.
Brad also reflects on his unconventional route into finance. Before becoming a CFO, he trained as an actor, worked in hospitality and street sales, launched startups, and learned fundraising and resilience through experience. That background still shapes how he leads today, particularly in communication, confidence, and understanding motivation.
The episode also explores fundraising, founder-CFO relationships, and the future of finance in an AI-driven world. Brad argues that early-stage fundraising is often about belief in the founder as much as the business, and that AI will increasingly automate junior finance work, making judgment, adaptability, and communication even more valuable.
Brad’s CFO Playbook principle: Communicate clearly, know your objective, and make sure the numbers tell a story people can act on.
Narrating the Numbers: A CFO’s Guide to Influence
For finance leaders, influence takes more than accurate reports. It takes storytelling, empathy, and the ability to make numbers land with the people who need to act on them. Download Narrating the Numbers: A CFO’s Guide to Influence for practical actions to help CFOs build stronger narratives, tailor their message to the right audience, and turn complexity into clarity that founders, boards and investors can actually use.