Who we are
HELENE Advisory is a partner for founders and growth leaders who need more than numbers, they need foresight, structure, and action. Fractional by design and fully tailored, we bring the perspective of both CFO and COO to help companies scale faster and stronger, in Finland and across borders.
Our expertise is forged in real experience: growth journeys, market crises, and global business environments. We know what it takes because we have lived it, building strategies that hold under pressure and scaling beyond their home markets.
We’re not just for you. It is like you, only in a different package. A partner that sees what you may not, sharpens what you already know and helps you lead with full focus and confidence.
HELENE's approach is built on decision architecture — the structure that makes the right decision the most logical outcome. Not pushing conclusions, but removing the paths that don't work.
With Growth leaders, for Growth journeys.
Meet Elina
Elina Pahta-Erma
CFO | COO | Founder of HELENE Advisory
I’m Elina, the force behind HELENE Advisory and your CFO. I work with founders and growth leaders when the stakes are high and clarity matters most.
With 10+ years operating growth companies — including a group-level CFO role at a global SaaS company through Series B and international expansion — I bring the perspective of someone who has run the whole machine, not just one function.
My expertise extends beyond finance. I have led the full scope of G&A in global contexts, partnered closely with commercial leadership, founders and CEOs and built strategies that withstand both rapid growth and crisis. My background covers capital funding, diverse debt financing and experience in the US market as well as global business environments. This gives me the perspective to guide companies as they scale and expand across borders in both, CFO and COO roles.
As a leader, I believe clarity is an act of courage. I read rooms, people and energy — and I build on what others may overlook. The best decisions come from leaders who see potential before it's obvious.
As a strategic partner, I sharpen strategy with data and instinct, build the structure and decision architecture your next stage requires and bring clarity where and when it matters most.
The Story Behind HELENE
Names carry energy. HELENE was chosen to embody the qualities that define our work: strength, intelligence and the spark of something rare.
The name originates from both Greek and Latin roots. Helene means “light” or “torch”, a symbol of bringing light into complexity, making the unseen visible and guiding leaders through uncertainty. In Latin, HELENE is the origin of the name Elina. It is a reminder that this is not a distant consultancy, but a personal impact, shaped by lived experience in growth, change and global business. A partner that steps into your world, sharpens your decisions and walks alongside you.
HELENE is more than a name. It is both a light and a personal signature. A promise of insight, resilience and impact at every turning point.