About Us

We’re committed to making a difference to your business.
Let us help brighten the path to your financial success.

CFO services done brilliantly

We Are Lumen offer a flexible alternative to hiring a CFO. We work in partnership with you to bring financial clarity to your business, and you can turn our services up or down as you need.

We love what we do and we do what we love – we’re hands on, in your business, and you can consider us a part of your team. We don’t advise from afar and we don’t leave you wondering how to implement a set of recommendations without help.

Think of us as glue. We work with you and your management team, your existing finance team (if you have one), and your external accountant or auditor.

Your Cfo Bubble Graph Dark - We Are Lumen

About Jacki McAvenna

I founded We Are Lumen to give small businesses access to a different kind of virtual CFO. I work in close partnership with you to help your numbers shine, and do good for your business.


Jacki is the founder of We Are Lumen and has more than twenty years’ experience in accounting and finance.  Whilst she started her career with accounting firm pwc, she has spent the last 15 years in senior commercial finance roles in organisations such as iSelect, Bardot, Linfox, Coles, Myer and Target.

As CFO and Head of Finance for businesses ranging in size, Jacki has experience in:

  • Commercial decision support
  • Financial planning, reporting and analysis
  • Financial control and management
  • Leading teams of 2 to 50 people
  • Operational finance, workflow and process improvement

Jacki is a member of Chartered Accountants ANZ and is also a Xero partner.

What we do

  • Help
  • Value relationships
  • Keep you informed
  • Take a long-term view
  • Understand your business
  • Focus on results
  • Empower you to make strong decisions
  • Embrace the latest technology

What we don’t do

  • Lecture
  • Obsess over growth for growth’s sake
  • Leave you in the dark
  • Confuse your team
  • Give you a “one-size-fits-all” solution
  • Tell you what to think
  • Speak or act on your behalf
  • Work in areas that aren’t our expertise