From CFO to Founder: Christina Ross on Building Cube and the Future of FP&A
CEO Christina Ross is building Cube to modernize financial planning by working with, not replacing, the tools finance teams rely on.
Financial planning and analysis has long been defined by spreadsheets, manual processes, and fragmented systems. Cube is working to change that by bringing structure, automation, and real time visibility to how finance teams operate.
The company is led by Christina Ross, whose path to founding Cube began in the CFO seat. After years of managing financial operations firsthand, Ross experienced the inefficiencies that many finance teams still face. Rather than accept those limitations, she set out to build a platform designed around how teams actually work.
In a recent Forbes interview, Ross shared how that experience shaped Cube’s approach. Finance teams are highly skilled, but often constrained by outdated tools that slow down workflows and limit visibility. Cube’s solution is to integrate directly with existing spreadsheets and data systems, allowing teams to maintain familiar processes while gaining the benefits of automation and collaboration.
This approach reflects a clear philosophy. Instead of forcing companies to replace their entire tech stack, Cube enhances what is already in place. By doing so, it reduces friction and supports faster adoption, particularly among teams that rely heavily on spreadsheets for planning and reporting.
The timing aligns with broader changes in the market. As businesses face increasing pressure to operate efficiently and make data driven decisions, the limitations of traditional FP&A processes are becoming more apparent. Finance teams are expected to deliver insights more quickly, often with fewer resources, making modern infrastructure increasingly important.
Cube is part of a wider shift toward treating FP&A as a strategic function rather than a back office task. With improved data access and more dynamic planning capabilities, finance teams can play a more active role in guiding business decisions.
Ross’s journey also reflects a broader trend within technology. Operators who have experienced problems firsthand are building solutions grounded in real world needs. This perspective brings a level of clarity and practicality that resonates with customers facing similar challenges.
For Cube, that foundation continues to shape its growth. By aligning closely with how finance teams already operate, the company is helping modernize financial planning without adding unnecessary complexity.
Read the full article on Forbes