Financial Leadership for the Next Stage of Growth
We help growth-stage beverage, breweries and CPG brands understand the business behind the numbers, navigate increasing complexity, and make confident decisions about what comes next.
Certifications and Credentials
Certified Public Accountant
BS, Finance Appalachian State
MS, Accounting Appalachian State
Built From Both Sides of the Business
Runway CFO, formerly known as Shockley Financial, was founded on a simple belief: growing companies need more than accurate financials. They need a financial partner who understands what the numbers mean and how they affect real business decisions.
Founder Keith Shockley, CPA, brings experience in commercial banking, credit underwriting, accounting, financial operations, and business ownership. In 2015, he co-founded Center 45 Climbing Gym, giving him firsthand experience with the realities of building and operating a growing business, from managing cash and making investments to hiring, planning, and navigating the decisions that come with growth.
That combination of financial expertise and real-world business experience shapes how Runway CFO works today.
We bring financial rigor and practical perspective together to help leaders understand where they stand, what deserves attention, and confidently decide what comes next.
Keith holds a bachelor’s degree in finance and a master’s degree in accounting from Appalachian State University and is a Certified Public Accountant.
Growth Needs More Than Accurate Numbers
For growing beverage, breweries and CPG brands, growth creates a unique kind of financial complexity.
More inventory ties up cash. Larger production runs require capital before revenue arrives. New retailers and distribution channels introduce different margins, fees, and deductions. What looks like growth on the P&L can create real pressure on cash and profitability.
We believe financial leadership should do more than explain what already happened.
It should help you see what's coming, understand the tradeoffs in front of you, and make better decisions about how to grow.
Runway CFO exists to bring greater clarity, confidence, and direction to the growth journey.
Financial Guidance
Grounded in the Real Business
The numbers only tell the full story when you understand the business behind them.
That's why we look beyond financial statements to understand your products, customers, channels, inventory, production demands, margins, and growth plans.
Clear Financial Insight
Understand cash, margins, profitability, inventory, working capital, and the financial drivers that deserve your attention.
Practical Decision Support
Turn financial information into clearer decisions about pricing, production, inventory, hiring, expansion, and capital.
Consistent Accountability
Stay focused on the financial priorities that support sustainable growth, with an experienced partner helping you anticipate what is coming next.
The result is more than better reporting. It’s stronger financial leadership across the business.
The Principles Behind Every Partnership
Communication
Financial complexity should never create unnecessary confusion. We communicate clearly, explain what the numbers mean, and make sure your team understands the decisions in front of them.
Quality
Reliable information is the foundation of confident decision-making. We bring care, rigor, and consistency to both the accounting details and the strategic recommendations built on them.
Balance
Growth requires ambition and discipline. We help leaders pursue opportunity while protecting the long-term financial health of the business.
The result is more than better reporting. It’s stronger financial leadership across the business.