We're Accountants Who Code

We're obsessed with finding better ways to do accounting.

Love of automation born from disdain for manual accounting.

“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”

-Jesse Rubenfeld, Founder

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

Here’s how we’ll improve your financials:

01

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.

02

Implementation

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

03

Customization

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

Our Process

Here’s how we’ll improve your financials:

01

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

02

Implementation

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

03

Customization

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.

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What kind of services do you provide?

Fully managed bookkeeping and accounting that can handle everything from your AP, AR, and bank reconciliations through your month-end close and financial reporting. We do not offer tax services but we have expert tax partners we can refer you to!

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How are you different than traditional firms?

Traditional firms give you data you can trust for a few days, three weeks after a month ends. With us, you can trust and use your data every day. We're experts in process and technology. Everything we do for you will be done in a maximally efficient way using your current tech stack and our apps.

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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.

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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.

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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.

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Are you obsessed with better ways?

Work With Us