GreenPoint CFO

For Kristi Dannelley, leadership has never been about job titles. It has always been about responsibility and staying close enough to the work to understand what really makes a business grow and succeed. “I started my career as a CPA and worked in public accounting,” Dannelley said. “But I’ve always had an entrepreneurial mindset, and public accounting didn’t suit me. I was eager to be a part of a business.”.”

Like many young professionals in Central Arkansas graduating college, Dannelley, now 51, initially imagined gaining critical experience early, landing a coveted role with one of Arkansas’s Fortune 500 companies, and gradually working her way into the C-suite. Instead, a job she expected to last only a short time became the foundation for a career spent inside businesses—running, fixing, and ultimately selling them.

Dannelley joined Magna IV as a controller, at first viewing the job as a stepping-stone. “I thought I would stay there for a couple years and then move on,” she said. “Long story short, I ended up owning the company.”

Over more than two decades, she progressed through nearly every executive role, CFO, COO, and CEO, before becoming owner of the print, marketing, and third-party logistics company. The experience gave Dannelley far more than just credentials. It taught her how finance, operations, sales, and people intersect within a business’s structure.

“As the CEO, you have to keep a lot of plates spinning,” she said. “I had to learn operations, sales, marketing, and mergers and acquisitions, gaining real hands-on experience.”

Instead of handing off responsibility for understanding, Dannelley took charge. She introduced a new way of thinking, brought lean manufacturing practices to the company, and developed reporting systems that linked financial outcomes with the company’s operational execution. To help tackle sales and marketing challenges, Dannelley became a Certified Digital Marketer. 

When the business received an acquisition offer in 2021, she clearly communicated her conditions.

“I said, ‘I won’t sell for less than “x,”’ and I won’t sell if you’re going to tuck it in or shut it down,’” she said. “The buyer said, ‘I need an Arkansas location. I’m not going to shut it down, and I’ll pay you “x.”’ So, four months later, we closed the deal.” The sale marked a turning point for Dannelley.

“I didn’t want to retire,” she said. “And I had always enjoyed my financial roles over the years. Entrepreneurs typically go into business because they have a passion for a product or service. Oftentimes the business will outgrow the founder’s financial skills, and this becomes a real pain point for many businesses.”

That realization led Dannelley to create GreenPoint CFO, a fractional CFO and COO firm designed to give business owners access to executive-level financial leadership without hiring a full-time CFO.

“I believe this is a service I can add for business owners that can’t afford or don’t need a full-time CFO,” she said. “I can help plug that hole and support owners by serving as a trusted partner without all the stickiness that comes with having a legal partner.”

Dannelley adds that GreenPoint CFO is intentionally hands-on. She limits her client base and embeds her services directly into their operations, working alongside controllers, bookkeepers, and leadership teams.

“In every case, I get access to the client’s system,” she said. “I work one-on-one with the controller or bookkeeper. I’m part of their team for as long as they need me.” GreenPoint CFO’s counsel begins with a minimum commitment but often lasts far longer. “The engagement may be very intensive at first and lessen as processes implemented. In most cases, the client will have me stay on in some capacity for oversight and to keep things running smoothly.” 

What Dannelley avoids is surface-level consulting. “You know how consultants come in and tell you what to do, and then they leave?” she said. “If there’s no repeatable process people are trained on, nothing sticks. I’ve been one of those people who’s thrown hundreds of thousands of dollars away on consultants without any measurable results. That’s not how GreenPoint CFO operates.”

That operator-first mindset also defines her work in mergers and acquisitions. In addition to GreenPoint CFO, Dannelley serves as a managing director with SellSide Group. She handles both buyside and sell side deals and works with clients across the United States and internationally.  She advises clients in a wide variety of industries, including aerospace, field services (HVAC, plumbing, electrical), manufacturing, and logistics.

Despite working with companies far beyond Arkansas, Dannelley has chosen to remain rooted in Central Arkansas. Raised in Malvern and now living in Benton, she is deeply connected to where she grew up, attended college and built her career. “We love Central Arkansas,” she said. “This is home. I think Saline County is one of the country’s best-kept secrets.”

Working virtually allows Dannelley to serve clients around the world without leaving the community she values. That grounding also informs her leadership philosophy. And when asked about her confidence to deliver for clients locally or globally, she is direct.

“My aim is to add value to every client by solving challenging financial and operational problems. In turn, the company becomes more efficient and profitable. I tell all my potential clients, ‘If my work won’t add enough value to cover my fees, you shouldn’t hire me.’” 

That focus on value has earned Dannelley wide recognition, including a CFO Lifetime Achievement Award from Arkansas Business and multiple Arkansas 250 honors. Today, she balances client work, community leadership, and family life in Benton, guided by a simple belief that strong companies aren’t built on theory but on clarity, discipline, and execution.