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We recently appeared on the Growing Your Firm podcast, hosted by David Cristello, where our founders Jesse and Tom talked about how FinOptimal blends accounting services with innovative software tools. It was a great conversation, and we wanted to share some of the highlights right here.
At FinOptimal, we do two things really well: we deliver top-notch accounting services to our clients, and we build powerful software that automates accounting tasks. The cool thing about this model is how one side of the business constantly makes the other better.
Jesse explained how we initially built software just for ourselves to make accounting easier and faster internally. Eventually, we realized other accountants could benefit from these tools too. That’s how our software division was born.
One of Jesse’s favorite topics (and something we're all passionate about) is automation. He explained that early in his career, he made a rule for himself: if an accounting task could be automated, he wouldn't waste time doing it manually. Over time, this commitment has saved us a huge amount of hours—up to 80–90% compared to doing things manually.
That means less time spent entering numbers and more time for strategic thinking, problem-solving, and serving our clients better.
We’ve found automation helps us work smarter, not harder. In fact, our accountants can comfortably handle four to five times the number of clients that they could without automation. This means we're able to provide a high level of personal attention without getting overwhelmed by routine tasks.
It also allows our accountants to build deeper, more valuable relationships with clients—going beyond basic bookkeeping to provide strategic insights and personalized advice.
We focus on clients who use QuickBooks Online and are comfortable integrating specific third-party apps into their workflows. This approach helps us deliver services more efficiently and keeps everything running smoothly.
Our pricing is straightforward and transparent. We typically offer flat-rate monthly fees, usually starting around $2,000. This makes budgeting easier for our clients, and ensures we're delivering consistent, predictable value.
We don't build software in isolation. Every tool we create evolves based on real feedback from real clients. Every improvement we make comes directly from listening to the people who use our tools every day. Products like Accruer, Wrangler, and Booker grew directly out of client feedback and internal experience.
We’re excited about what’s next. Jesse and Tom shared our vision for developing even more user-friendly tools that continue to simplify accounting tasks. Our goal remains helping accountants—and the businesses they serve—get better at what they do.
Feel free to listen to the full episode for the complete story—it’s a good one!
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