Santacruz Advisory provides fractional CFO and strategic finance support to healthcare and multi-site service businesses that require greater financial visibility to support operational decision-making. Services are designed for owners and operators who need clear, timely financial information to guide hiring, expansion, capital planning, and day-to-day operations without the cost of a full-time CFO.

Finance should not exist solely to report on what has already happened. At Santacruz Advisory, financial reporting is treated as a decision-support function that helps operators understand where the business is headed and what actions are required to maintain performance.

Guiding Principles

• Financial statements should support operational decisions, not just compliance
• Cash flow forecasting should inform hiring and expansion planning
• KPI reporting should identify performance issues before they impact margins
• Budgets should function as operating plans aligned with growth initiatives

The objective is to provide leadership teams with financial clarity that enables proactive decision-making rather than reactive analysis.

Santacruz Advisory is led by Roger Santacruz, CPA, MBA, CHFP, a healthcare finance professional with more than ten years of experience supporting operational and financial performance across hospitals, medical groups, and skilled nursing facilities.

Santacruz Advisory works alongside leadership teams as a strategic finance partner to improve visibility, support planning initiatives, and align financial performance with operational execution.