---
title: "Customer Financed Acquisition (CFA)"
description: "Let customers pay for the next customers so cash stops limiting growth."
canonical: https://tomsharman.com/bookshelf/100m-lost-chapters/customer-financed-acquisition-cfa/
updated: 2026-11-03
---

# Customer Financed Acquisition (CFA)

> Let customers pay for the next customers so cash stops limiting growth.

Alex Hormozi's framework, from $100M Lost Chapters, pp. 46 to 71.

Framework 4 of 14 from [$100M Lost Chapters](https://tomsharman.com/bookshelf/100m-lost-chapters/index.md) by Alex Hormozi. Category: Exits.

## The steps

1. **Lower CAC.** Add every cost of getting a customer, divide by customers acquired, then improve the best channel.
2. **Raise LTGP.** Increase gross profit per customer over their whole life.
3. **Shorten payback.** Recover CAC within 30 days, ideally at twice CAC.

## Where it comes from

From chapter: Section B: The Expensive Customer Problem, pp. 46–71

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/customer-financed-acquisition-cfa.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/customer-financed-acquisition-cfa-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/customer-financed-acquisition-cfa.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/customer-financed-acquisition-cfa-dark.png