Financial clarity for founders who want to scale with confidence.
Sitka was built to close the gap between the financial complexity that comes with growth and the clarity leadership teams need to act on it.
When reporting is inconsistent, forecasting is manual, and KPIs mean different things to different people, good operators make avoidable mistakes - not because they lack judgement, but because they lack the right systems.
Sitka’s work is to build those systems - and to leave every client with something they can run independently long after the engagement ends.
Who Sitka works with
Sitka works with companies that have outgrown how they built their finance function — typically somewhere between meaningful revenue and a real finance team.
That includes founder-led and owner-operated businesses running on spreadsheets that have gotten dangerous, growth-stage companies whose reporting hasn't kept pace with headcount, finance teams that have the tools but never defined the outputs, and leadership teams that need senior judgment on a specific problem rather than another full-time hire.
Sitka is sector-agnostic. The design problems are consistent across industries; the domain specifics get learned in week one.
The Charter
Sitka operates as a project-based practice, not an open-ended consulting relationship.
Engagements are scoped, priced, and time-boxed before they begin. That discipline is deliberate: it keeps the work efficient, keeps you in control of the spend, and produces outputs with durable value instead of ongoing dependency.
Most engagements begin with an Audit, because Sitka doesn't design solutions before understanding the system that produced the problem.
How Sitka thinks about the work
Sitka’s approach is grounded in a few core beliefs about how finance and analytics work best inside growing companies:
Clarity is a systems problem, not an intelligence problem. Leadership teams that struggle to see their business clearly almost always have a data or reporting infrastructure problem - not a talent problem. Fix the system and clarity follows.
Every deliverable should outlast the engagement. Sitka doesn’t build models or dashboards that only make sense in context of an ongoing relationship. Every engagement ends with a documented, maintainable work the client owns and operated independently.
Finance, data, and operations are one problem. Most advisory practices treat these as separate domains. Sitka integrates them - because the decisions that matter most sit at the intersection of all three.
Rigor is non-negotiable. Enterprise-grade financial discipline doesn’t require an enterprise-sized team. The frameworks and systems that make large organizations run well can be adapted for founder-led companies - without the overhead.
About the Founder
Sitka was founded by Matt Morinelli, a finance, analytics, and product leader with experience spanning institutional advisory, investment management, and large-scale financial systems at Amazon.
Matt’s background combines three disciplines that are often treated separately:
Financial rigor - from underwriting and portfolio management to FP&A workstreams supporting billion-dollar investment decisions.
Systems and product thinking - designing and delivering scalable reporting and analytics platforms used by global finance teams.
Operating experience - working directly with founders, operators, and investors across international markets to build financial infrastructure from the ground up.
That combination is what Sitka is built around. It’s not a common profile in advisory, and it’s the foundation of how the firm approaches every engagement.
Matt’s LinkedIn
Ready to bring more clarity to your business?
Most engagements begin with a Financial Clarity Audit - a fixed-scope diagnostic that identifies what’s working, what isn’t, and what to prioritize. Reach out to start a conversation about whether it’s the right fit.