Why relationships matter in Colleen Trahan’s approach to financial consulting

February marks three years since Colleen joined Groundwork, and in that time she’s become a great example of what coworking is all about. It’s not just a place to work. It’s also a place to grow. A place to build connections and skills, share ideas and experiences, and be inspired by the people around us. Colleen shows up in all of these ways—both as an engaged community member and through her approach to her work. In this blog, Colleen shares why she started her own business, the importance of building trusting relationships in finance, and the value of working with companies that have a positive community impact.

What’s your profession?

Fractional CFO and Founder of Whale Rock Consulting.

Describe a typical work day for you.

My days are a mix of strategic finance work for clients and building my practice. Mornings often start with analytical work, and afternoons generally involve business development—client meetings, connecting with prospects, preparing workshop content, or working on my own business operations. I love the variety of being a consultant and interacting with a variety of people in different businesses.

What’s the biggest challenge you face at your job?

Helping business owners see beyond the numbers to the strategic story their financials tell. Many founders are brilliant operators but struggle to connect their financial data to strategic decisions. My job is translating complex financial information into actionable insights that drive growth—and making that transformation feel accessible rather than intimidating.

Do you have a morning routine? 

I’m a coffee-first person! I try to start with a quick review of priorities for the day and check in on any urgent client needs. I find that taking 15 minutes to organize my thoughts before diving into work makes the whole day more productive.

What are your favorite productivity tips or hacks? 

I’m a convert to Kanban-style task management—I use TasksBoard for Google Tasks to visualize my workflow. It helps me see the big picture across client work, business development, and administrative tasks. I also block time for specific types of work. Strategic finance work needs uninterrupted focus, so I protect those blocks fiercely.

What do you listen to during the day?

Depends on the task! For deep analytical work, I prefer instrumental music or white noise to help me concentrate. For routine tasks or when I’m working on creative projects like workshop design or content creation, a good playlist helps the ideas flow.

How do you benefit from using a coworking space?

Being at Groundwork is essential to my business model, and it’s what inspired me to go out on my own in the first place. I deliberately chose a local, in-person approach for my business because relationships matter in finance—especially when you’re asking business owners to trust you with their most sensitive information. Groundwork gives me a professional space to work, and the community here has been invaluable for knowledge sharing, referrals, networking, and the wonderful energy of working alongside other entrepreneurs.

What’s in your digital toolbox?

Google Workspace is my foundation, but I prefer Excel for financial models. I use AI-powered analytics tools to help clients extract insights from their data faster and more accurately. TasksBoard keeps my projects organized. My WordPress website houses my blog on local economics & business, and I’m looking into other platforms to publish my writing. LinkedIn is good for connecting but I really struggle to stay motivated in the social media space. I’m constantly exploring new tools that can help my clients make better decisions faster.

What inspires you? 

I founded Whale Rock Consulting to support greater New Bedford’s economy and the blue economy transformation in particular. We’re at the beginning of something significant here—renewable energy, marine technology, sustainable fisheries innovation. I’m inspired by founders who are building businesses that contribute to both economic growth and ocean sustainability. There’s something special about working with companies that are doing well by doing good.

What are some of your goals for the future? 

Short-term, I’m focused on building a steady roster of retainer clients who value strategic finance partnership, rather than project work. By the end of 2026, I want to be in a position to hire a financial analyst so we can serve more clients and tackle bigger projects. Long-term, I want Whale Rock Consulting to be the go-to fractional CFO practice for blue economy companies in the region—known for combining deep finance expertise with cutting-edge analytics and genuine relationships. I’d also love to contribute to the ecosystem through workshops and content that help more business owners understand their numbers and make confident strategic decisions.

---

Check out Colleen’s upcoming workshop Feb 18th @ GWNB: Strategic Budgeting for Growing Businesses