This study aims to analyze the influence of financial management on the profitability of Micro, Small, and Medium Enterprises (MSMEs) in Cirebon City during the 2020–2023 period. The research uses a quantitative approach with a survey method through a structured questionnaire involving 50 MSMEs from various business sectors, such as trade, services, culinary, and handicrafts. Financial management variables are measured through three main dimensions, namely cash flow recording, budget planning, and debt management, while profitability is measured based on net profit margin. The results of the analysis show that financial management has a significant positive influence on profitability, with a regression coefficient of 2.1 and a determination value (R²) of 0.68. The implementation of good cash flow recording is the most prominent dimension, while budget planning and debt management still require more attention. The culinary sector recorded the highest net profit margin of 20%, while the handicraft sector had the lowest profitability of 10% due to limitations in managing external funding. This research highlights the importance of increasing financial literacy and the use of technology to support MSMEs financial management. In addition, access to low-interest funding and intensive financial training from local governments is expected to help MSME actors improve their performance and competitiveness. This finding provides strategic insights for business actors and policymakers to support the sustainability of MSMEs, especially in Cirebon City.