CFOs Pivoting to COO Roles as AI Drives Strategic and Operational Shifts

The finance chief’s role is undergoing a transformation, with an increasing number of CFOs pivoting to COO positions or assuming dual leadership roles. This trend reflects the evolving demands on financial leaders, who must now balance strategic oversight with operational execution. John Rettig, former CFO of Bill, exemplifies this shift. After a 25-year career in strategic finance, Rettig transitioned to COO at the finance software company earlier this year, a move that underscores the expanding responsibilities of modern finance executives [1].

Rettig joined Bill in 2014 as CFO, overseeing the company’s growth from 140 to 2,500 employees. His transition to COO was driven by the need to accelerate Bill’s expansion, particularly in an era where AI is reshaping business models. “The impact and influence of the CFO have broadened dramatically compared to 25 years ago,” Rettig noted, highlighting the shift from number reporting to strategic partnership with the CEO. He described this evolution as part of the “CFO 2.0” era, characterized by advisory roles, and foresees an upcoming “CFO 3.0” phase where technology fluency becomes critical [1].

The pivot to COO leverages Rettig’s financial expertise to address operational challenges. He emphasized that CFOs develop skills in precision communication and performance analysis, which are essential for operational leadership. “You really need visibility on execution, understand results, and know where to dig deep,” he explained, underscoring the importance of bottom-up operational understanding. This transition aligns with broader industry trends, as companies seek leaders who can integrate financial acumen with cross-functional collaboration [1].

Rettig’s COO role centers on AI-driven innovation and operational efficiency. Bill’s AI strategy focuses on automating complex financial processes for its small- and mid-sized business clients, alongside internal efficiency gains. “It’s not just about making work more efficient—it’s about using technology to eliminate work entirely,” he stated. This approach aligns with his broader priorities: accelerating time-to-market, scaling operations, and optimizing resource allocation. His tenure has already seen significant growth, and he aims to sustain momentum while fostering a culture of innovation [1].

The CFO-to-COO trend is not isolated to Bill. Recent corporate moves, such as Justin Plouffe’s promotion to CFO at Carlyle and Kristen Actis-Grande’s departure from MSC Industrial Supply Co., highlight the dynamic nature of finance leadership roles. These transitions reflect the need for leaders who can navigate uncertainty and leverage emerging technologies [1].

As AI accelerates, Rettig advocates for constant reinvention. He described AI as a force without a “status quo,” creating both opportunities and threats. Companies must proactively experiment and overhaul business models to stay competitive. This mindset is particularly relevant for CFOs and COOs, who play pivotal roles in steering organizational adaptation [1].

Rettig’s journey illustrates the convergence of financial and operational leadership in today’s corporate landscape. His experience at Bill demonstrates how finance professionals can leverage their analytical rigor and strategic vision to drive operational transformation. As businesses continue to prioritize agility and innovation, the CFO’s evolving role will remain central to shaping future growth strategies [1].

Source: [1] From CFO to COO: What prepared a veteran finance chief for a pivot to operations (https://fortune.com/2025/07/29/from-cfo-to-coo-what-prepared-veteran-finance-chief-pivot-operations/)