About Us
Helping Business Owners Unlock Their Untapped Potential
To help independent business owners develop their untapped personal and business potential. When the people in the business grow, the business itself grows. The resulting cashflow, freedom, and happiness brings stability and a positive difference in the lives of their families and team members.
Our Story
Pro Activity CFO was born from a simple observation: independent business owners don't want to learn accounting and study financial reports. They prefer to focus on the activities that drive the results.
The “Pro” stands for professional — our definition is simple: a professional is a person who does what they said they would do, when they said they would do it. “Activity” comes from one of our early insights — if you're coaching a hockey team, you can't do it just by watching the scoreboard. You focus on the activities that drive the results.
“Pro Activity” also reflects a quality many business owners wish they got from their accounting firm — proactive guidance instead of reactive compliance. Our products address this unmet need.
Evolved from The Business Therapist advisory practice with over 25 years of experience, Pro Activity CFO was officially incorporated in January 2025 in partnership with Baker Tilly Trillium — building a repeatable, scalable, and profitable business model to serve independent business families.
Our Guarantee
“If you're not happy, you don't pay.”
Fixed-fee, no-surprise pricing on all our services. We earn your trust every month.
What Makes Us Different
We're not traditional accountants focused solely on financial results. We're not consultants who show up with all the answers. We're curious coaches and Socratic mentors who ask the right questions to help you find your own path to growth.
Meet the Team
Experienced advisors committed to your success.
Paul Foster, CPA, CA
Founder & Lead Advisor
“The Business Therapist”
With over 35 years in accounting and advisory, Paul brings a unique combination of financial expertise and practical business wisdom. After graduating from the University of Waterloo and earning his CA designation in 1987, he built a successful practice before pivoting fully to business advisory in 2011.
Named RANONE 2010 North American Advisor of the Year, Paul served as Entrepreneur in Residence at the University of Windsor Odette School of Business and as Lean Startup Advisor at the EPICentre. His approach — asking good questions instead of giving good answers — has transformed hundreds of businesses.
Paul's capstone project is Pro Activity CFO: packaging 25+ years of tested tools and accumulated wisdom into a repeatable model that serves independent business families at scale.
Joshua P. O'Beid, CPA
Partner & CFO Advisor
Joshua brings energy, enthusiasm, and a deep understanding of financial management to the Pro Activity CFO team. With a strong background in accounting and advisory services, Joshua works directly with clients to implement the systems and processes that drive measurable results.
Partnering with Paul, Joshua is focused on building Pro Activity CFO into a scalable advisory firm that delivers executive-level financial leadership to independent business owners who need CFO expertise but can't justify a full-time hire.
Joshua's hands-on approach ensures that every client receives personalized attention and practical solutions tailored to their unique business challenges.
Our Core Values
The principles that guide everything we do.
Integrity
Doing the right thing, being true to ourselves.
Professional
Simply do what you said you would do, when you said you would do it.
Different
Not a results-based accountant, not a consultant with all the answers. A curious coach, optimistic facilitator, and Socratic-minded mentor.
Work to Live
Family is as important as business.
Systems Mindset
Consistency through systems, for scalability.
Lifetime of Learning
Always growing, always improving.
How We Compare
Traditional Accountants
- Focus on compliance and tax
- Report on trailing indicators
- Review results after the month
- Reactive to problems
Pro Activity CFO
- Integrate financial + operational + sales
- Measure activities that drive results
- Real-time gauges and dashboards
- Proactive and preventive
- Socratic coaching approach
- Fixed-fee with money-back guarantee
Traditional Consultants
- Prescriptive “expert” advice
- Create dependency on consultant
- Hourly billing with scope creep
- Solutions may not stick
Let's Talk About Your Business
Book a free discovery meeting to explore how we can help you achieve cashflow, freedom, and happiness.
Book Your Free Discovery Meeting