A movement for small firms
Proudly
Small.
Financial Cents is championing small firms through a magazine, a documentary series, a Wall of Small Firms, and spotlights on billboards, podcasts, and news outlets in their own communities. Because being small isn’t something to apologize for. It’s something to be proud of.
A celebration of the small accounting and bookkeeping firms that nobody talks about — but everybody depends on.
They started for freedom — and ended up with a different kind of trap.
Tens of thousands of accountants and bookkeepers left big firms to start their own practices. They left for autonomy. For flexibility. For the chance to do excellent work on their own terms.
But somewhere along the way, the firms they built started running them. Spreadsheets stacking on spreadsheets. Five, six, seven disconnected tools. Manual follow-ups. Late nights wondering what slipped through the cracks this week. They started for freedom — and ended up with a different kind of trap.
The way out is getting organized. The right processes. The right technology. All in one place. And as AI and automation reshape the profession, the gap between organized firms and disorganized ones is only widening.
The practice management industry has decided small firms are too small a problem to solve. They’re chasing enterprise. Bigger logos. Bigger contracts. Nobody is building for the small firm anymore.
So we are.
Financial Cents champions small accounting firms and grows with them.
From the 2-person bookkeeping shop to the 30-person CAS firm — you are not an entry-level tier here.
You are the customer. You are the reason this exists.
Two Cents Magazine
Thirteen firm owner profiles. A Top Small Firms in North America roundup. Editorial features on what “small” really means for accounting firms in 2026.
Here’s a sneak peek of what’s inside the first issue:
A living monument to every firm that chose independence.
Add your firm’s name, your city, your team size, and why you started. The Wall grows with every submission. Every firm that joins and posts on social gets Proudly Small swag — a special gift for your desk, stickers for your laptop, and a graphic to share.
Puentes CPA
I started Puentes CPA to give business owners the financial clarity they were not getting from their current accountants. I love helping owners feel confident in their numbers.
AAJ Bookkeeping
I started AAJ Bookkeeping after working IN a new startup and realizing just how little support there was. I love working with other female entrepreneurs doing amazing things!
Oak Bookkeeping
Started by small business owners in Saint John to fix cash flow blind spots. We love turning messy books into clear decisions so owners know where they stand and act early.
Brilliant Bookkeeping NL
We started to help clients - mostly women and mothers, in business and start their businesses on the right foot!
Synergy Tax & Business Solutions
A full-service accounting and tax firm that has spent 17 years creating professional opportunities for women while delivering exceptional client service across southwestern Ontario. Founder Sarah Queale launched the firm after hitting a ceiling in a male-dominated workplace and has since built a team-first culture grounded in ongoing learning, flexibility, and community involvement.
Bookkeeping for Good
A small, values-driven bookkeeping firm serving churches, nonprofits, and mission-aligned small businesses in the Chicagoland area. Founder Melissa Miller Furgeson built the firm with intention—staying deliberately small to protect the deep, personal client relationships and flexible lifestyle at the heart of everything she does.
Bring It Bookkeeping
A relationship-first bookkeeping firm operating across five-plus states, built entirely on referrals and personal client connections. Founder Lynn James-Young launched the firm in 2016 while caring for her terminally ill father and has grown it by developing regional partners who carry the firm's hands-on, advisory approach into new markets.
Strength In Numbers Co.
A remote bookkeeping and accounting firm serving 80–100 clients, with a specialty in nonprofits and a deep commitment to building flexible opportunities for team members whose lives don't fit the traditional nine-to-five mold. Co-founder Laraine Hutcherson built the firm alongside two partners after realizing that skilled, hardworking people—many of them parents of children with disabilities—needed a workplace built around their reality.
Scaled Accounting Solutions
A boutique virtual firm offering bookkeeping, tax, and advisory services to service-based businesses and high-net-worth individuals. Founder Katie Helle left a 15-year career at a traditional firm to build something smaller and more intentional that is designed around her life rather than the other way around.
Capovario
A concierge consulting and bookkeeping firm specializing in construction and construction-adjacent industries, with a culture built around flexibility, community, and radical generosity. Founder Dave Kersting launched the firm at the start of the pandemic and has grown it by connecting clients with resources, relationships, and opportunities that go far beyond the books.
In Line Management
A specialized bookkeeping firm serving the entertainment industry, from indie production companies to talent agencies and documentary projects. Founder Christine Salvatore launched the firm from a hotel room during a cross-country road trip and built it around a rare combination of production accounting expertise and traditional bookkeeping fluency.
Crema Bookkeeping
A close-knit, family-run bookkeeping firm known for pristine year-end financials and a culture built around flexibility, collaboration, and genuine client relationships. Founder Cathryn Vidal named the firm after her family's initials and has grown it intentionally—prioritizing quality over scale and culture over headcount.
Add your firm to the wall
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Stories from the firms that chose their own way.
A documentary series that shines a light on real small firm owners.
Why they started. What they built. What was hard. What they’re proud of.
Welcome to Proudly Small.
Over the next four weeks, we’re hyping up the firm owners nobody talks about. Their stories. Their wins. Their faces. Because that’s what championing actually looks like.
Check them out.
She raised her rates 40%
Priya Natarajan opens her ledgers — and her schedule — to show what one person and the right system actually looks like
Watch the seriesNew episodes drop weekly.
Real firm owners. Real conversations. Live.
Four weeks. Four live conversations with the firm owners featured in the first issue of Two Cents Magazine — led by standout moderators and focused on what running a small firm actually looks like in 2026. Each session offers 60 minutes of conversation small firm owners won’t hear anywhere else.
Tax season is the crucible of every small firm — and most owners already know what went wrong. This session is about the small shifts that made the biggest difference.
Panelists: KatIe Helle, Laraine Hutcherson, Angela Jenkins, Christine Salvatore Sign up
How you price signals your value. How you onboard proves it. Real firm owners on charging confidently and turning new clients into long-term ones.
Panelists: aNGELA Jenkins, Christine Salvatore Sign up
Most small firm owners became accountants, not marketers. How real firms built their reputation, filled their pipeline, and grew their brand without a marketing team.
Panelists: aNGELA Jenkins, Christine Salvatore, Katie Helle Sign up
Small firms don’t have operations teams or IT departments. The systems, tools, and mindset shifts that let small teams operate like something much bigger.
Panelists: aNGELA Jenkins, Katie Helle, Christine Salvatore Sign up
Can’t make a session live? Register anyway, and we’ll send you the recording.
Championed where their clients can see them.
We’re putting small firm owners on billboards. In podcast feature spots. On local radio. In direct mail landing on the desks of their neighbors and clients. Because being celebrated shouldn’t require being big.
We don’t run ads about our customers. We run ads for them.
The platform behind the movement.
Financial Cents is the all-in-one accounting practice management software that gives small firm owners complete visibility across their work, their team, and their clients. Everything in one place. Nothing through the cracks. Proudly built for small firms — and designed to grow with you.
- Start every job with ready-made templates built for accounting firms.
- Automate recurring work so deadlines never sneak up on your team.
- Standardize every process, from onboarding to month-end close.
- Track status, owners, and next steps without chasing updates.
- Send client requests and documents from one secure place.
- Keep messages, files, and signatures tied to the right client.
- Automatically remind clients until they complete their tasks.
- Give clients a simple, branded experience that keeps work moving.
- Track billable and non-billable time as work gets done.
- Turn tracked time into invoices without duplicate entry.
- See budgets, rates, and profitability before work goes off track.
- Make billing easier for your team and payment easier for clients.
- Know what is due, who owns it, and where work stands.
- Spot overloaded team members before deadlines slip.
- Measure time, productivity, and client profitability in one view.
- Make better staffing and pricing decisions with real firm data.
Financial Cents Survey Respondent | 4-person bookkeeping firm
Add your name to the Wall of Small Firms. Read the magazine. Join the movement.
#ProudlySmall
initiative championing small accounting firms.