Meet your new accountant who speaks human. Not jargon.
Zoe Gershuny
Founder of Finrise, Xero- and Gusto-certified
Before launching Finrise, I managed a $11M portfolio of nonprofit community-based organizations, ensuring budgets supported both contract requirements and program impact.
Later, I worked with reporting and payroll systems that scaled across multiple organizations. I translated complex financial and operational information into insights that leaders and users can understand and act on by bringing clarity to disorganized financial and operational processes.
Now, I help nonprofits and mission-driven businesses keep their books clean year-round by building dependable accounting processes, so they have the clarity to make confident decisions.
Our clients
Our mission-driven clients turn to us when their bookkeeping takes too much time, financial reports are confusing or late, leadership lacks clarity on financial decisions, and growth is outpacing their current setup.
“Mission-driven” can also look different for every client. A nonprofit managing program funding, a consultant building a practice with integrity, a service business investing in its people. What they share is this: the numbers support something bigger than the bottom line.
Our story
I learned early that numbers tell the truth.
After turning a baseball card hobby into a micro-business, my sales looked strong—but my bank account told a different story. That moment taught me the difference between revenue and cash. Strong sales don’t always mean profit or healthy cash flow. The balance in your account doesn’t always reflect what’s actually available to run your organization, and margins matter far more than top-line revenue. Financial clarity is key.
Finrise is built on that clarity, structure, and accountability. Numbers should be accurate. Processes should be intentional. Financial information should be easy to understand—and easy to use.
Most firms focus on recording transactions. Finrise focuses on how your accounting foundation functions, so your reporting stays reliable, your processes stay consistent, and your numbers hold up when decisions matter.