In this episode, we explore the evolution of our firm from PJS & Co. CPAs to Willow Virtual CFO with co-founders Katina Peters and Jaime Staley. We discuss the motivations behind the rebrand, how we’re addressing the growing need for financial accounting advisory services, and how our fractional CFO offerings support small businesses with clarity and confidence.

Key Topics:

• What led to the rebrand and why it matters

• How the advisory landscape is shifting for small businesses

• Launching the Willow Cultivator: a financial health check for business owners

• Staying grounded in core values while growing as a team and brand

Links mentioned:

• Willow Cultivator Assessment: willowcfo.com/cultivator

• Learn more about fractional CFO services: willowcfo.com

Dealing with dental insurance can feel like a never-ending maze—especially when you're unsure whether you're getting the reimbursement you deserve. In this episode, we’re joined by Adriana Steinberg of Apex Reimbursement Specialists to talk about how dental practice owners can take control of their insurance strategy and boost profitability through effective PPO fee negotiation, credentialing, and billing improvements.

Topics covered in this episode:

• The current insurance landscape and its impact on dental revenue

• How PPO fee negotiation works (and why it matters)

• Credentialing strategies that avoid lost income

• Outsourced vs. in-house dental billing

• How to benchmark and track your reimbursement trends

Connect with Adriana: https://www.apexreimbursementspecialists.com

Visit us at willowcfo.com for more resources and to subscribe to our newsletter.

Hitting a financial plateau can feel like one of the most frustrating points in your business journey—you're working hard, but growth has stalled. In this episode of the Cultivating Business Growth Podcast, we’re diving into why it happens, how to recognize it early, and what you can do to break through.

Megan Spicer is joined by Katina Peters, CPA and Virtual CFO, to walk through:

• Key indicators that your business may be plateauing

• Common causes like market saturation, outdated offerings, and leadership burnout

• How to diagnose root issues using financial data and feedback

• Strategic steps to get back on track, including innovation, team engagement, and optimized marketing

• Tools and resources like forecasting models, EOS, and SWOT analysis that support long-term growth

This episode is packed with both practical insights and encouragement to help you move forward with purpose. If you’re feeling stuck, know you’re not alone—and that this is a phase you can work through with the right strategies and support.

🎧 Listen now to get inspired, take action, and regain momentum in your business growth journey.

🔗 Book a Free Discovery Call: https://willowcfo.com/contact