Florent Greth — Partner & Fractional CFO

Partner & CFO

Florent is a Partner & CFO at Iter Advisors. A specialist in SaaS finance tools (Pennylane, Agicap), he supports SMEs and startups on financial structuring and cash flow management.

At Iter Advisors, Florent works with growth-stage SMEs and startups to structure their finance function, implement the right management tools, and optimise their cash flow. A recognised expert in SaaS finance solutions, particularly Pennylane, he supports clients through tool migration and implementation — reducing closing times and automating accounting reconciliations. His engagements cover 12-month rolling cash flow forecasts, custom financial dashboards, audit preparation, and structuring of accounting and finance processes. Florent specialises in SaaS, e-commerce and B2B services sectors, where he guides founders in understanding and improving their key financial metrics: ARR, MRR, churn, LTV/CAC and free cash flow. He regularly supports fundraising preparation (Seed to Series A), building financial models and data rooms that instil investor confidence. Beyond operational financial management, Florent advises on selecting and integrating the finance technology stack: ERP, treasury software, expense management, invoicing and payroll. His approach: simplify where possible, automate what is repetitive, and free up time for founders to focus on growth.