How a financial analysis expert helps businesses eliminate “profit leaks” and grow faster
In 2025, more than half of small businesses worldwide are facing overdue payments from their clients. This not only slows growth but also pushes companies into dependence on credit cards and expensive loans. Payment delays are directly linked to staffing disruptions and the lagging digitalization of financial processes.
Against this backdrop, demand for operational cash management is rising: regular cash-flow forecasts, disciplined invoicing, accounts receivable control, and systematic reminder procedures. Experts who can “fix” the cash cycle in real business and turn chaos into a manageable process are increasingly sought after.
Karyna Moroz is often referred to in the business community as a “financial doctor for small businesses.” A finance and tax planning expert working at the intersection of operational accounting and strategic development, she has built a reputation over ten years in Europe and the US for diagnosing weaknesses in cash cycles and quickly correcting them. Her approach is based on detailed diagnostics of financial processes and their systematic optimization. Thanks to this methodology, the companies she has worked with have moved from chronic cash-flow gaps to revenue growth and stable profitability.
We explored how Karyna Moroz develops her methods and why her approach is in demand on the international market.
Express Cases: How Financial Diagnostics Save Businesses
“If a company does not manage its accounts receivable and fails to plan cash inflows at least a week in advance, it risks halting production, disappointing suppliers, and losing clients,” says Karyna. Over the past ten years, she has helped more than a hundred companies — from kitchen furniture workshops in the US to engineering firms in Scandinavia — build effective accounting and forecasting systems. Her approach goes beyond standard financial ratios: Moroz identifies bottlenecks in the cash cycle and turns them into measurable results — revenue growth, profitability, successful audits, or faster business processes. Here are just a few standout real-life examples from her portfolio:
Palmcraft Cabinets LLC (kitchen furniture, USA):
After implementing accounting automation, Karina helped the company optimize profit distribution among partners, fully control accounts receivable, and eliminate overdue payments. This allowed them to double production and reach a planned annual turnover of $1 million, 35% above the initial forecast. Detailed expense analysis and accurate cash-flow forecasting ensured precise planning of cash flows and maintained direct costs at an optimal level of 30% of revenue for several months.
Enuda AB (engineering, Sweden):
Over seven years, the company’s turnover grew twentyfold. Karyna introduced a daily cash-flow forecast and a project-based labor tracking system. This allowed the company to pass mandatory audits and solidify its status as a reliable partner (Ignition Premier Integrator #1 in Europe).
VL Cargo Express LLC (freight transport, USA):
By the end of the second year, the company exceeded its plan — instead of four trucks, the owner acquired six trucks and seven trailers, and revenue reached $984,112 compared to the projected $723,600. Net profit hit $36,835 instead of the expected $17,998. Karyna implemented detailed expense tracking, proper cash-flow planning, and trained the owner in tax matters, enabling the business to grow faster than anticipated.
All these very different cases are united by one unique methodology.
Express Analysis: How to Quickly Identify and Resolve Problems
One of Karyna’s key skills is rapid financial diagnostics. She uses a flexible analysis system that takes into account the industry, company size, type of activity, and financing structure to determine priorities. Based on this data, she selects the appropriate financial ratios, reviews operational metrics, budgets, and expense allocation. The larger the company, the more complex the problems, and her adaptive model helps tackle specific challenges effectively.
“Standard ratios are often useless,” she says. “Imagine a manufacturing company with declining profits. Everyone assumes the issue is production costs, but the real problem is payment logistics: raw materials were purchased on time but delivered to the warehouse in the wrong sequence, causing production delays.”
Unlike traditional audits, her method quickly pinpoints critical issues: duplicate payments (in one case, she discovered a duplicate accounts payable entry, saving the client substantial losses), inefficient cash flow management (her analysis revealed recurring cash shortages on specific days, leading to gaps and payment delays), and errors in forex transactions (revising invoices helped cut costs).
From Accounting Assistant to CFO: A Journey Across Three Countries
One’s professional approach is shaped by extensive experience and is the result of unique professional and personal skills. Karyna Moroz began her career in Kharkiv, Ukraine, working as an accounting assistant while studying at the National Technical University “Kharkiv Polytechnic Institute” and managing the accounting for seven companies across various industries. In 2013, she moved to Lithuania, starting almost from scratch, learning local tax laws and the language, and later worked with companies serving the Scandinavian markets, navigating the requirements of business English and local accounting standards.
By 2018, she had become a freelancer and landed a remote position as a financial director at a Swedish company. “While searching for remote work in accounting, I spent an entire day crafting the perfect resume,” she recalls. “I posted it in the evening, and 30 minutes later, the CEO of Enuda AB wrote to me. It was fate — we still remember that moment.”
In 2025, Karyna Moroz entered the US market with her company, Tax Advice & Accounting LLC, which provides accounting services of any complexity: from ERP system implementation and accounting automation to forensic auditing, tax planning, and risk management. Today, her portfolio includes clients ranging from small businesses (trucking companies, salons, farms) to medium-sized businesses (furniture manufacturers, IT, telecom, transportation). Her projects are located in Ukraine, Lithuania, Denmark, Sweden, and the United States. Throughout her career, Karyna has worked with more than 100 clients, and the cumulative economic effect of her solutions is estimated at more than $2 million.
Key Strategy: Adaptation
“Accounting today is almost standardized and automated. But I see it as an art form. Every client is unique, and template spreadsheets no longer work. My unique value proposition is a customized package of services that helps identify risks, plan taxes correctly, and build a development strategy,” explains Karyna Moroz.
Her approach focuses on precise diagnostics rather than generic reports. “Ratios alone mean nothing,” Moroz explains. “The key is interpreting them so executives can make informed decisions.” Issues like overdue receivables/payables, misaligned revenue/expense timing, or poor cash discipline vary by industry—manufacturing, logistics, or services.
While identifying the root cause is a CFO’s job, not every company can afford one. Karyna Moroz argues it’s unnecessary: targeted expert engagement is often more effective, especially for mid-sized businesses, whether reviewing cost structures, optimizing tax burdens, or uncovering hidden reserves.
The Magic of Accounting Software
Another of her breakthroughs involves refining accounting methods. “Calling accounting innovations ‘new’ isn’t accurate—Luca Pacioli invented double-entry bookkeeping centuries ago. Everything since is just modernization,” Moroz notes. Yet, she has introduced some novel tweaks.
Working with consulting firms (which typically lack inventory or production and use simplified accounting) seemed straightforward—until one profitable, solvent business reported expenses exceeding income.
“That’s when I had an idea,” Karyna recalls. “It’s not groundbreaking but requires meticulous attention to detail. I proposed treating each project as a base unit, accounting for its uniqueness, duration, team workload, and reusable templates.”
This micro-level analysis revealed which clients and projects were most profitable, how to save time by templating future work, and how to maximize efficiency with limited staff.
Book and Methodology: Systemizing Experience
Karyna Moroz does not keep her methods secret and continues to develop as a specialist actively. She participates in conferences and webinars, such as «Revenue Recognition, Financial Instruments, and Leases» AICPA, Navigating the AI Landscape: An Introduction to Generative AI and ChatGPT for Accounting Professionals AICPA, AICPA A&A Focus Auditing This year, she is also preparing to publish a guide titled “Financial management in international business: tax optimization and financial planning strategies”. It consolidates modern approaches to financial management in multinational companies, emphasizing tax optimization (including multi-jurisdictional operations), risk management (currency fluctuations, liquidity), and financial digitization (new analytical tools). The book was born from her struggles: “I had to search for disparate information on changes in international financial management myself, and I decided to systematize the knowledge and create what was missing on the market.”
Moroz compares her work to a detective investigation in search of the main “suspect.” A company’s financial performance is influenced by various factors, from irrational use of resources and management methods to disruptions in cash flow allocation and inaccurate cost structures. Highlighting key points, Karyna focuses on:
- Debt capital — it may seem beneficial, but changing investor demands can drain funds.
- Expensive hires and advertising — ineffective without ROI analysis, which shows the actual return on a project.
- Liquidity ratios — often checked only at the end of a period, even though problems can arise in the middle of the cycle.
Mastering ratios isn’t enough—context is critical. “The key isn’t the numbers themselves, but understanding what lies behind them.”
Today, when almost anyone can do accounting on their own, unique experience comes to the fore in the professional community. Detailed process diagnostics, accurate cash flow planning, and systematic accounts receivable management can truly transform financial chaos into a controlled, well-structured process.
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