Love of automation born from disdain for manual finops.
“Accountants don't have time to invest in fixing broken processes when they need to the most. When that time comes, they're too busy drowning in data entry and spreadsheet maintenance, and double down by adding more bodies to row the broken oars.
Investing time in automation and process optimization will save your team major headaches now and in the long run”
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Read about our company values
Flexible
We believe rapid evolutions are more effective than revolutions. That's why we continuously evolve and adapt.
Fearless
Uncomfortably exploring the unknown is the key to growth. For this reason, we experiment without fear of failure.
Frontier
We're always pushing the boundaries of what is possible. Just because we've done things one way, doesn't mean we have to keep doing it that way.
Fun
Life is too short not to enjoy the ride. Every day, we wake up with a renewed passion for what we do and who we are.
Our Process
01
Deep Dive
02
Implementation
03
Customization
Our Process
01
Deep Dive
02
Implementation
03
Customization
Your Questions, Answered
Do you replace QuickBooks?
No. We are not reinventing the wheel or building a new general ledger. Everything we offer enhances and extends your QuickBooks Online experience.
Do you provide software or services?
We primarily offer software. See our Apps or inquire about our Early Access Program. We do still offer Full Service (e.g. accounting services) to a select group of businesses that fit our specific requirements. Our Full Service clients get access to all of our tech (and even earlier access to new apps), plus our accountants to make sure everything is working correctly and your books are closed quickly.
What kind of software do you offer?
QuickBooks Apps written in Python. We do not use any low-code tools or RPA. Everything we offer is used by our own accountants daily on our own clients. If we don't use it, we don't sell it.
What kinds of companies do you work with?
Accounting firms who have clients on QuickBooks Online, and businesses who want tech and/or team to streamline their internal finops and accounting function.
What's your story?
FinOptimal was founded as a side-hustle in 2015 by Jesse Rubenfeld, a CPA and self-taught Python developer. During his time as Limewire's CFO and D.E. Shaw Research's Controller, Jesse wrote software to save himself and his small team countless hours, eventually shrinking a 40-hour week down to just three hours. He began taking on clients and created FinOptimal, using the his software to keep the business lean while still providing exception accounting work for businesses of all industries and sizes. In October 2021, FinOptimal secured a round of funding from investors and is now leading the accounting automation revolution from the front.
Where are you located?
FinOptimal's headquarters is in Rice Village in Houston. We also have a satellite office in New York at a coworking space in Brooklyn Heights.