Meet your new accountant who speaks human. Not Jargon.
Zoe Gershuny
Founder of Finrise, Xero- and Gusto-certified
Before launching Finrise, I was responsible for more than $11M in program funding across a portfolio of nonprofit organizations running programs at NYC community centers in public housing developments, aligning budgets with youth and community impact.
My background includes:
Managed $11M portfolio of nonprofit community-based organizations, ensuring budgets supported contracts and program impact
Built reporting, payroll, and workflows that scaled across multiple organizations and program teams
Transformed disorganized financial and operational processes into clear, reliable workflows that leaders could use
Now, through Finrise, I help nonprofits and mission-driven businesses:
Keep their books clean year-round
Build dependable accounting processes
Gain clarity to make confident decisions.
Mission-driven looks 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 have to support something bigger than the bottom line.
Clients typically come to me when:
Bookkeeping takes too much time
Financial reports are confusing or late
Leadership lacks clarity on financial decisions
Growth is outpacing their current setup
My role goes beyond compliance:
Build accounting workflows leaders can trust
Translate numbers into clear insights and actionable recommendations
Identify risks and opportunities early
When I’m not working, I’m exploring NYC’s food scene with friends. I live in Brooklyn with my partner and four cats—my unofficial supervisors.
About Finrise
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.
It also showed me how much financial clarity matters. 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.
Later, when I asked an auditor a simple question, the answer I received was so dense it took me minutes to decode. I realized that if someone working in finance has to translate, how much harder must it be for the people actually running the organization? That moment is why I’m committed to speaking human.
Finrise is built on 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.
The result: you have numbers you can trust, you understand what’s happening in your organization, and you know what to do next to grow your impact.