Senior finance leadership for health care innovators
A thought partner to founders, CEOs, and boards navigating strategic finance decisions, capital raises, and the finance function itself.
"Big firms sell what they've already built. A boutique advisor builds what the company needs."
Green Shoots engagements are custom-built to the company, the stage, the team, and the moment. A pre-revenue diagnostics company preparing for its first institutional round has different needs than a growth-stage medical device company navigating commercial launch. A founder-led biotech with two people in finance requires a different working style than a Series C health tech company with an established Controller. Green Shoots adapts — nimble, senior, and shaped to what each company actually needs, when it needs it.
AI-Native Life Sciences
Particular depth advising AI-driven drug discovery and life sciences companies.
A meaningful share of Green Shoots’ work has been with AI-native drug discovery, computational biology, and AI-driven health technology companies — helping founders and CEOs navigate the platform-vs-asset decisions, indication selection, capital markets positioning, and financial infrastructure specific to this stage of company building. This expertise is grounded in prior operator experience running an AI for drug discovery scouting program at a large pharmaceutical company, and in years of evaluating AI-native life sciences opportunities from the investor side.
Strategic Finance Advisory
Green Shoots partners with founders, CEOs, and boards on the highest-stakes financial decisions a growth-stage company faces — evaluating commercial strategy options, sizing addressable markets, building the analytical foundation for major pivots, and framing choices for board and investor discussions. The value is in the framing — helping leadership teams see options clearly, weigh trade-offs honestly, and arrive at strategic conclusions they can defend to their board and investors. Green Shoots commissions primary market research through specialist firms where required, and builds the analytical infrastructure to support the discussion. Commercial strategy work is informed by direct licensing experience — plus two decades of evaluating BD strategies from the investor side.
Capital Raise Support
Green Shoots partners with CEOs and boards through the full arc of a capital raise — sourcing the right investors, framing the strategic story, refining the financial narrative, and shepherding the process through investor conversations, term sheets, and close. The materials and models are tools of the trade; the real work is judgment — about who to approach, what to say, and when to hold the line. Green Shoots has sourced key investors and closed rounds ranging from convertible notes to Series C financings, and brings both the strategic perspective of a former venture investor and the operational discipline of a fractional CFO to every process.
Fractional CFO Leadership
Green Shoots serves as fractional CFO for growth-stage health care companies navigating pivotal moments — commercial launches, capital raises, board decisions, and strategic transactions. Engagements are scoped, sponsor-backed, and oriented toward the strategic side of the CFO role: FP&A architecture, board and investor reporting frameworks, launch forecasting, capital planning, KPI definition, and the planning and reporting infrastructure that supports better executive decisions. Green Shoots also steps in as interim finance leadership during CFO transitions, ensuring continuity of judgment at the top of the finance function. Green Shoots does not directly serve controller or bookkeeper needs — but works with trusted accounting partners and can help clients find and hire the right people.
Select Engagements
Case Study #1
Commercial Strategy — Digital Radiomics Platform
A growth-stage AI-native health tech company with a digital radiomics platform was navigating a strategic inflection point — evaluating a move into the US FDA-approved diagnostic market, a space in which the company had limited prior experience. A newly appointed CEO needed a US-based thought partner who understood the commercial and regulatory realities of that market, could pressure-test strategic options, and could translate them into terms the board could act on.
Green Shoots served as fractional CFO and strategic thought partner throughout the engagement, working directly with the CEO on the fundamental question: which commercial path — a direct-to-consumer wellness offering, a fully FDA-approved and insurance-reimbursed diagnostic, or a CRO-style clinical services model for pharmaceutical clients — best matched the company's capabilities and ambitions. The engagement drew on Green Shoots' direct experience with the FDA-approved diagnostic market, providing the US perspective the CEO needed as strategic options were tested against real-world commercial and regulatory dynamics. Commissioned market research and internal financial modeling supported the discussion; a weighted scorecard helped structure trade-offs. But the real product was a shared, well-informed view of the path forward, aligned between CEO, board, and management.
Case Study #2
Commercial Launch & Financing — Medical Device Company
A medical device company preparing for its U.S. commercial launch engaged Green Shoots as fractional CFO and strategic thought partner. The CEO needed someone who could work alongside the leadership team on the two most consequential questions facing the company: how to bring the product to market, and how to fund the launch.
Green Shoots worked directly with the management team and board members to develop the go-to-market strategy — pressure-testing every consequential launch decision including pricing, discount and financing structures, product bundling, market channels, distributor relationships, warranties, bad debt, and commission structures. A detailed revenue model provided the analytical framework, but the real work happened in the room: aligning a leadership team on the commercial choices that would define the launch.
On the financing side, Green Shoots translated the emerging commercial strategy into the narrative and financial model prospective investors would need — a higher-level revenue build with a three-statement model, structured to answer the questions serious investors ask. Green Shoots participated directly in investor conversations, walking through the model and defending assumptions with the credibility of someone who had helped build them.
The financing closed after Green Shoots sourced the anchor investor who committed the largest check in the round — an introduction made through Green Shoots' venture capital network, built over more than two decades of investing and advisory relationships in the sector.
Case Study #3
Platform Strategy & Lead Asset Evaluation — Preclinical Biotech
A preclinical AI-native biotech company was navigating a strategic inflection point that touched every level of the business. On the asset side, management was evaluating which indication to pursue for its lead drug candidate, and whether that indication was commercially and clinically viable. On the portfolio side, the company was weighing whether to concentrate capital on the lead asset or continue funding pre-existing programs. And on the narrative side, the company was transitioning from a platform licensing model toward in-house drug development — a strategic shift that required a new story for investors and the board.
The company engaged Green Shoots as a strategic thought partner to work through these connected decisions alongside the management team. Green Shoots led working sessions with management to identify and articulate the key strengths and differentiators of the company’s underlying scientific platform. In parallel, Green Shoots conducted targeted market research to evaluate the commercial potential and clinical development feasibility of each indication under consideration. A distinct workstream examined capital markets sentiment — assessing where investor appetite sat between platform stories and asset stories, a preference that moves in cycles and matters for how a biotech at this stage should present itself.
The analysis ultimately validated management’s initial instinct on both the lead indication and the shift toward in-house development. But the value of the engagement was less in the answer and more in the framing — the leadership team emerged with concrete positioning language for their scientific platform, a defensible view of their lead asset’s commercial and clinical viability, and a clear-eyed understanding of how the capital markets were likely to receive their new direction. The company could now defend its strategy to investors and its board with the specificity and conviction that only comes from having pressure-tested it independently.
Green Shoots Consulting, LLC provides analytical and strategic advisory services. Content on this site is for informational purposes only and does not constitute investment advice, a formal valuation opinion, or an offer to buy or sell any security. Green Shoots Consulting, LLC is not a registered investment adviser or broker-dealer. Full disclaimer →
Strategic Finance Advisory