Zoe Gershuny, founder of Finrise, turns bookkeeping into a strategic asset. She helps service-based small businesses and nonprofits save time, gain financial clarity, and make data-informed decisions that drive growth.

With over a decade of experience as a data expert, Zoe understands the importance of precision in telling financial stories that lead to smarter choices. She brings structure to financial chaos and builds dependable systems her clients can trust. Her favorite part of bookkeeping is uncovering the story behind the numbers—and helping clients use that story to grow with confidence.

Zoe first saw how often people avoid bookkeeping during her first job after college. Armed with a pen, highlighter, scotch tape, and stapler, she copied receipts and matched them to printed Excel sheets—ensuring every dollar was reimbursed.

“This feels like the adult version of arts and crafts,” she joked. No one laughed, but the manual paper work stuck with her: clean books and clear processes lead to better decisions and real time savings.

Years later, during the pandemic, Zoe turned a baseball card hobby into a micro-business. Sales were strong, but her bank account told a different story. Stressed and overwhelmed, she took control of her finances and turned it around in just two months after keeping track of her expenses. She listened to the data's story and took three decisive actions:

1. Reduced overhead costs

2. Sold inventory to generate cash flow, even at a loss

3. Reinvested that cash into strategic purchases that fit her "dealbox"

   Now she kept more from each sale.

   
   

That experience reminded her of the power of financial clarity—not just for profitability, but also for peace of mind. Her stress levels dropped. And she asked:

Who else might need this kind of help? Who else needs to save time and feel in control again?

One client led to another. And Finrise was born.

Zoe finds the most fulfillment when she saves her clients time and money—giving them the freedom to reinvest in their organization or enjoy a healthier work-life balance.

Outside of work, you’ll find Zoe exploring new restaurants and bars with her partner and friends.