Our Process

Here’s how we’ll improve your financials:


Deep Dive

Your business processes are unique. So, we take the time to understand your operations. From there, we’ll share how you can optimize and improve them



From day one, you receive end-to-end accounting services. Over the first few weeks, we’ll implement the automation to streamline your strategy.



As your business processes change, we adapt our services to ensure you can continue to trust your data.

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.