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Oz Merchant, Founder and CEO of Futureproof

Oz Merchant

Founder & CEO, Futureproof

Oz Merchant is a serial founder who has been building, breaking, and rebuilding startups for almost two decades, wearing every hat along the way: marketer, salesperson, and reluctant finance person. After watching too many founders make critical decisions — when to hire, whether to fundraise, how to price — with incomplete financial data, he founded Futureproof in 2025 to close the gap between “keeping the books” and actually understanding your business.

He writes about startup finance, bookkeeping, forecasting, and fundraising for founders and first-time finance leaders, and coaches startup and ecommerce founders. Read the full Futureproof story.

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Latest from Oz

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Warehouse operator reviewing a margin report on a tablet beside stacked inventory shelves
Ecommerce Accounting

Cin7 and QuickBooks: Who Actually Closes Your Books?

The Cin7 QuickBooks sync maps sales, purchases, and COGS into your ledger. Here is what it covers, what it leaves open, and who finishes the month.

Founder and a finance lead reviewing forecast scenarios on a monitor in a quiet office, whiteboard notes behind them
The AI Finance Team

What Is an AI CFO? What It Does and What Stays Human

An AI CFO is marketing shorthand for software that runs finance work. Here is what it actually does, what stays human, and what it costs.

Founder at a kitchen table late in the evening reviewing a month-end close packet on a laptop, receipts stacked beside a single green highlighted figure
Bookkeeping for Startups

Online Bookkeeping Services: What They Cost in 2026

Online bookkeeping services cost $99 to $2,000 per month in 2026. Here is what that buys, where the model strains, and what to use instead.

Ecommerce operator at a packing table reviewing a profit report, laptop and shipping boxes around them
Ecommerce Accounting

Ecommerce Accounting Software: Stack It or Replace It?

Most operators assemble ecommerce accounting software from several tools plus a bookkeeper. What each stack costs, where it leaks, and the alternative.

Founder on a video call with a virtual CFO, laptop showing financial dashboards on the desk between them
Fractional CFO for Startups

Virtual CFO Services: What You Get, What They Cost in 2026

Virtual CFO services cost $3,000 to $12,000 per month in 2026. Here is what the retainer actually includes, and which parts you should not pay CFO rates for.

Startup founder comparing QuickBooks, NetSuite, and an AI finance team dashboard side by side during a planning session
The AI Finance Team

The Best QuickBooks Alternative for Startups in 2026

Most QuickBooks alternatives swap one DIY ledger for another. Here is how QuickBooks, NetSuite, and an AI finance team compare for startups in 2026.

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