Strategy · Finance · Operations · Writing
Cindy Balaji.

I help founders think more clearly, move faster, and build something that lasts.

Based in San Francisco.

ESSAY

The Finance Function Is About to Look Nothing Like It Does Today

And most finance teams aren't ready for it.

CASE STUDY

Building Financial Visibility at a Series A Marketplace

How I rebuilt a marketplace financial model from the bottom up and improved forecast accuracy from 75% to 90%.

CASE STUDY

Evaluating and Integrating the Acquisition of Dering Hall

Structuring an ambiguous strategic decision and turning an investment thesis into an executable operating plan.

CUSTOMER EXPERIENCE & OPERATIONS · Chairish · Series A

Reducing $2 Million in Marketplace Tax Risk

Identified $2M in sales tax exposure, built executive alignment around an uncertain compliance issue, and led a cross-functional Avalara implementation.

The Eighth Deadly Sin

How to experience romantic intoxication without letting it consume your life.

I spent the first chapter of my career learning how businesses work, from the financial foundations beneath them to the strategic decisions that shape their growth. As a CPA, finance leader, and strategy consultant, I learned how to turn complex problems into clear decisions.

Now I'm focused on the work I do best: partnering with founders and operators to build the systems, strategies, and operating rhythms that turn ambitious ideas into durable businesses. I'm especially drawn to early-stage companies that need a versatile business operator who can move between finance, strategy, operations, and execution to help the company scale.

Read Thinking on Purpose on Substack →