The top 10 CFOs and finance pros to follow in 2025 (and why)

Being a business leader, CXO, or CFO can be a lonely job. You may not always have access to the right people or experts to bounce off ideas or discuss unique challenges and solutions. At the same time, you need to ensure that your team is always updated on the latest trends and strategies to effectively contribute to your company’s growth. 

So, what do you do? You turn towards social media channels and networks for guidance and inspiration. There, you’ll find influencers with years of experience, expertise, and knowledge in corporate finance and financial planning and analysis (FP&A) – just the kind of people you’d love to have a conversation with over coffee.

In this article, we have listed—drumroll please—the top 10 CFOs and finance pros you need to follow in 2025, especially for SaaS finance and FP&A.

What you can learn from the most important voices shaping the finance function in business today

1. Ben Murray

Ben Murray, popularly known as “The SaaS CFO”, is a leading authority in SaaS finance, including SaaS metrics, financial modeling, and scaling subscription-based businesses. With 25+ years of experience in finance/accounting, he specializes in bridging the gap between financial performance and SaaS business operations. 

Ben is a strong advocate for leveraging financial data as a strategic tool, helping CFOs and finance teams enhance operational efficiency and financial transparency with insightful articles on SaaS metrics and current FP&A practices. 

Ben also keeps his finger on the pulse of SaaS finance, making him a go-to resource for SaaS CFOs and finance teams. Through his online avatar (blogs, social media, and newsletters), he publishes in-depth guides on complex financial topics, including his always-eagerly-awaited SaaS CFO's Finance Tech Stack Report each year, along with easy-to-use templates to make the work of finance teams easier.

“Metrics act like cockpit instruments for your company, helping you navigate growth opportunities, identify what’s working and not working, and stay on course toward your goals.” – Ben Murray

Where to follow

• LinkedIn: linkedin.com/in/benrmurray | 27,190 followers 
• X:  https://x.com/TheSaaSCFO | 8,168 followers
• YouTube: www.youtube.com/@TheSaaSCFO | 4.42K subscribers 

What to read 

• The 2025 SaaS Finance & Ops Tech Stack Report
• Scaling with Confidence: The Ultimate SaaS Metrics Playbook
• Five Critical Reports To Manage your SaaS business
• SaaS Founders, Don't Ignore This One Simple Accounting Process

2. CJ Gustafson

With over a decade of experience in core finance and FP&A across different sectors, CJ Gustafson, CFO at PartsTech, brings a unique approach to managing finance teams, optimizing operations, and aligning financial strategy with business growth. 

He simplifies complex financial concepts, sharing data-driven insights and relatable finance memes in healthy doses with his growing network.

Through his LinkedIn posts and newsletters, CJ shares his perspectives on the challenges CFOs face today, along with actionable advice for navigating market uncertainty, optimizing SaaS business models, and evolving from a numbers-focused operator to a strategic business partner. 

“It’s less about, you know, the numbers day to day, which I am extremely close to. It’s also about helping people get things done faster, and that’s what finance can do.” – CJ Gustafson

Where to follow 

• LinkedIn: linkedin.com/in/cj-gustafson-13140948 | 15,233 followers 
• X: https://x.com/cjgustafson222 | 21.6K followers
• YouTube: https://www.youtube.com/@RuntheNumberswithCJ | 1.02K subscribers

What to read

• How to Measure R&D Efficiency on your P&L
• Your Complete Guide to ARR
• Which Balance Sheet Do I Back?
• A Deep Dive on Average Revenue Per User (ARPU)

3. Paul Barnhurst

Paul Barnhurst, better known as “The FP&A Guy”, is a passionate teacher and creator of FP&A content. Given his solid experience in FP&A (more than a decade)—especially in financial modeling, forecasting, and strategic planning across various industries—Paul is the go-to expert for finance professionals looking to master FP&A, both in theory and practice.

His blogs and social media channels enable finance professionals and teams to master the nuances of FP&A, such as budgeting, scenario planning, and variance analysis. He also helps them better understand and harness the power of spreadsheets, data visualization, storytelling, and more. 

Paul is a strong advocate for helping CFOs and finance teams leverage modern FP&A software to help their companies become more data-driven in their financial decision-making.

“When FP&A is done right, you get to help influence and partner with the business.” – Paul Barnhurst

‍Where to follow

• LinkedIn: https://www.linkedin.com/in/thefpandaguy/ | 101,576 followers 
• X: https://x.com/TheFPandAGuy | 896 followers
• YouTube:  www.youtube.com/@thefpandaguy | 4.16K subscribers 
• Instagram: https://www.instagram.com/thefpandaguy?igsh=MWdldHg3eGd6MWV6bA== | 295 followers 

What to read

• 80/20 Rule for FP&A Experts to Transform Decision-Making Through Analytics with Andrew Hull
• Financial Modelling for Startups to Drive Growth and Make Better Decisions with Lauren Pearl
• How Finance Professionals Can Build Success in Corporate Spin-Off Transformations with Jens Gutberlet
• SaaS Metrics for CFOs to Elevate Strategic Growth with Mark Hansen

4. Christian Wattig

Christian Wattig, Managing Director of FP&A Prep, is a prominent FP&A expert and the director of the Wharton Financial Planning & Analysis Certificate Program.

At FP&A Prep, through a mix of workshops, courses, and customized training programs, Christian enables finance teams to immediately implement what they learn on topics such as  budgeting, headcount modeling, sales forecasting, financial storytelling, and data visualization.

As an established thought leader on LinkedIn, Christian’s approaches and advice addresses real-world CFO challenges, such as managing stakeholder expectations and navigating the transition from static spreadsheets to dynamic financial planning tools. 

“Top down, bottom up forecasting is really one of the foundational principles you have to know for when it comes to forecasting.” – Christian Wattig

Where to follow

• LinkedIn:  https://www.linkedin.com/in/christian-wattig/ | 107,624 followers 
• X: https://x.com/ChristianWattig | 227 followers 
• YouTube: www.youtube.com/@christianwattig | 1.17K subscribers 

What to read

• We asked 200 CFOs: What do you expect from a well-performing FP&A function
• How implementing FP&A drives growth - and how to get started
• How to get a seat at the decision table when you’re in Finance
• McKinsey’s advice on how to collaborate better and what FP&A teams can learn from it

5. Ray Rike

Ray Rike, Founder and CEO of Benchmarkit, specializes in B2B SaaS benchmarks and financial performance, helping finance professionals bridge the gap between strategy and operational success. He is also the co-host of "Monday Night Metrics" with Ben Murray where they share insights on key B2B SaaS metrics that matter to company founders, CEOs, and CFOs. 

Ray’s deep expertise, including unit economics, forecasting revenue with usage-based pricing models, and metrics-driven decision-making, coupled with his actionable SaaS frameworks and step-by-step strategies, make his content indispensable for SaaS finance leaders. 

‍“I believe that shared goals that are measurable by metrics help with alignment and integration of a go-to-market team.” – Ray Rike

Where to follow

• LinkedIn: linkedin.com/in/rayrike | 12,982 followers 
• X: https://x.com/rayrike | 1,321 followers
• YouTube: https://www.youtube.com/@benchmarkitai | 352 subscribers

What to read

• Customer Lifetime Value
• The Next Generation of SaaS
• How to Use Industry Benchmarks
• Usage-based pricing models and revenue forecasting ft. Ray Rike

6. Josh Aharonoff

Josh Aharonoff, also known as “Your CFO Guy” is a finance leader and influencer dedicated to helping startups scale with the right finance and accounting expertise. 

Josh’s content ranges from automating back-office processes and simplifying reporting to forecasting the balance sheet and creating intuitive dashboards. He also offers extensive courses for finance teams on how to use Excel more effectively, especially for accounting and financial reporting.

He is a wholehearted supporter of tech-forward accounting and finance services and helps business leaders sharpen their analytical skills and implement smarter workflows.

“In FP&A, it’s crucial to understand how to put together a forecast that not only tells the future but also showcases the past and allows you to easily tell the story of where the company has been.” ‍– Josh Aharonoff

Where to follow

• LinkedIn: https://www.linkedin.com/in/joshaharonoff/ | 432,148 followers
• X: https://x.com/YourCFOGuy | 56.5K followers 
• YouTube: https://www.youtube.com/@yourcfoguy | 21.6K subscribers
• Instagram: https://www.instagram.com/yourcfoguy/ | 2,777 followers 
• Tiktok: https://www.tiktok.com/@yourcfoguy?refer=creator_embed | 38.1K followers 

What to read

• How to Forecast the Balance Sheet
• The CFO Tech Stack: Sales Tax
• In 6 months, your entire business will be obsolete

7. Anders Liu-Lindberg

Anders Liu-Lindberg, Co-founder and Chief Commercial Officer (CCO) of the Business Partnering Institute, is a senior finance practitioner and consultant specializing in FP&A, business finance, and business controlling. 

As an established finance thought leader, Anders provides CFOs with actionable advice on stakeholder management and value creation. His work focuses on bridging the gap between financial analysis and real-world business impact through training, resources, and thought leadership.

‍“We must constantly learn new things and push others to do the same to stay ahead. A day you don’t learn is a day AI gets one step closer to making you irrelevant.”– Anders Liu-Lindberg

Where to follow

• LinkedIn: linkedin.com/in/andersliulindberg | 409,373 followers
• X: https://x.com/LiuLindberg | 21.4K followers
• Instagram: https://www.instagram.com/liulindbergdk/?hl=en | 1,177 followers 
• YouTube: https://www.youtube.com/@HashtagFinanceMaster | 2.6K subscribers

What to read

• The CFO’s Playbook for Transformation: Tackling Complexity with Technology
• Driving ROI from R&D: The CFO’s Strategic Role

8. Asif Masani

Asif Masani is a chartered accountant with 15+ years of experience in finance and FP&A. Currently, he is the program director and lead faculty at the FP&A Professionals Institute (FPI). 

Asif’s teaching style involves the practical application of advanced Excel techniques, data storytelling, and collaborative business partnerships. His training programs and educational resources are focused on financial modeling, budgeting, forecasting, performance management, and finance business partnering. 

He is a sought-after keynote speaker, renowned for his insights on optimizing financial processes, enhancing forecasting accuracy, and leveraging data for better decision-making, which he generously shares with both students and finance professionals alike. 

‍“Whenever I learn something, I don't feel good if I don't share it.” – Asif Masani

‍Where to follow

• LinkedIn: linkedin.com/in/asifmasani | 146,315 followers 
• X: https://x.com/asif_masani | 597 followers 
• YouTube: https://www.youtube.com/@asifmasani | 10.1K subscribers
• Instagram: https://www.instagram.com/asif_masani/ | 229 followers 

What to read

• To ensure your financial models are both easily understood and efficient, Colour coding is often very useful.
• 6 strategies for FP&A to master scenario planning & risk management
• TOP 10 essential FP&A skills to add to your CV in 2025
• All About FP&A

9. Bryan Lapidus

Bryan Lapidus, Director of FP&A Practice at the Association for Financial Professionals (AFP), is a highly trusted thought leader in the world of finance, regularly sharing insights on topics such as aligning FP&A with business strategy, improving decision support, and using technology for smarter financial planning.

At AFP, Bryan works to provide finance professionals with the skills, insights, and tools they need to succeed in FP&A. Through high-quality publications, webinars, and training programs, Bryan helps CFOs and finance teams master forecasting, budgeting, and financial storytelling.

One of Bryan’s superpowers is his ability to simplify intricate financial models and theories as well as data analysis and forecasting techniques, making them easy for professionals at any level to use right away.

‍"When finance focuses solely on controls, it limits its ability to contribute to the company’s growth." – Bryan Lapidus

Where to follow

• LinkedIn: linkedin.com/in/bryan-lapidus-fpac | 15,968 followers
• X: https://x.com/BLapidusAFP | 223 followers 

What to read

• The State of FP&A, Forecasting and Excel

10. Chris Ortega

Chris Ortega, CEO of Fresh FP&A, is well-known for his forward-thinking strategies and innovative approaches towards modernizing FP&A practices. With 20+ years of experience in accounting, corporate finance, FP&A, and finance leadership, Chris has built a reputation as a trusted advisor and change agent in the finance community. 

Through Fresh FP&A, Chris empowers CFOs and finance professionals with practical solutions to enhance financial processes, strengthen forecasting and budgeting, and align finance with long-term business goals. 

He also offers advisory services, workshops, and thought leadership content to help organizations modernize finance operations for greater business impact.

Chris is on a mission to position finance as a value-driving function.

‍"People above profits, impact over income, purpose over praise. The more that we can have that inside the business, the more value we're going to bring outside.” ‍– Chris Ortega

Where to follow

• LinkedIn:  linkedin.com/in/freshcfo | 31,420 followers
• X: https://x.com/ceo_freshfpa | 689 followers
• YouTube: www.youtube.com/@freshfpa | 367 subscribers
• Instagram: https://www.instagram.com/freshfpa/ |1,624 followers 

What to read

• Q1 2025 Game Plan: 3 Focus Areas SMBs Cannot Afford to Ignore
• Top 3 Budgeting Mistakes to Avoid For Financial Success in 2025‍‍‍

‍The SaaS finance landscape is constantly evolving and these top CFOs and finance influencers are at the forefront—not only driving the change but also shaping the future with their expertise, insights, and practical guidance. 

‍This list is just the beginning. We hope it will act as a catalyst for finding even more great resources you can use to master FP&A and stay on top of everything happening in our vital industry.