Automating Success: How FinOptimal CEO Jesse Rubenfeld is Transforming Accounting

Automating Success: How FinOptimal CEO Jesse Rubenfeld is Transforming Accounting

18 Mar, 2024

Key Questions:

(01:31) But what made you want to get out on your own?

(03:17) Was it a scary leap to go out on your own?

(04:36) Who's your ideal avatar?

(06:02) How do you get in front of those ideal software companies?

(07:04) Does it integrate with QuickBooks desktop or just QuickBooks Online?

(07:41) What marketing or what different things are you doing to get in front of them? To be like, Hey, use us, or, Hey, we exist.

(09:06) Is there an overarching theme that your new clients are doing? I don't really want to call it a mistake, but for the sake of the question, are there common mistakes that people are doing when you first start working with them?

(12:01) What are a couple of big goals you guys have over the next year or two?

(15:44) You had said that when you get a certain number of people, is it number of years, number of users? How do you know when you've successfully reached that spot where you're like, Okay, let's bring in this other product?

(18:04) The products are designed to be independent from each other as well as work together? Or do I need the one to work together?

(20:37) Accruer is out, Booker is out. How will that affect your business?

(21:39) What do you feel like is your number one roadblock right now?

(23:22) What's the best advice that you have ever received?

(24:19) What's the best advice you've ever given?

(25:50) What do you feel is the one thing that every business owner should be thinking about?

(26:47) On that, what would be some small pivots to make without compromising what the company is really about?

(27:52) Is there something that we haven't chatted about yet that you wanted to talk about?

(28:13) What does that podcast talk about?

(28:43) Where can we go to learn out more about you and your company again?


- Introduction: In this episode of "Entrepreneur Conundrum," host Virginia Purnell interviews Jesse Rubenfeld, CEO of FinOptimal, about his entrepreneurial journey and the innovative solutions his company offers to streamline accounting processes.

- Jesse's Background: Jesse shares his background, from his college days as a musician to his transition into entrepreneurship. He discusses his early career experiences, including working at LimeWire, which laid the foundation for his interest in efficiency and automation.

- Founding FinOptimal: Jesse explains how his obsession with efficiency led him to start FinOptimal, aiming to automate accounting processes for small and medium businesses. He discusses the genesis of the company and its evolution over the years.

- Challenges and Successes: Jesse reflects on the challenges of entrepreneurship, particularly during the COVID-19 pandemic, and the strategies he employed to overcome them. He highlights the success of FinOptimal's software products and its impact on businesses.

- Thought Leadership and Marketing: Jesse shares FinOptimal's marketing strategies, focusing on thought leadership and credibility-building efforts. He discusses the importance of demonstrating value to potential customers and the role of automation in driving productivity.

- Future Goals: Jesse outlines FinOptimal's future goals, including expanding its product offerings and reaching a wider audience. He emphasizes the company's commitment to excellence and customer satisfaction.

- Key Takeaways: Virginia summarizes the key takeaways from the interview, highlighting the importance of efficiency, automation, and excellence in entrepreneurship and accounting.

- Conclusion: Virginia concludes the episode by inviting listeners to explore FinOptimal's offerings and engage with their podcast for valuable insights into accounting and entrepreneurship. She thanks Jesse for sharing his expertise and bids farewell to the audience.

Jesse Rubenfeld
Jesse Rubenfeld on LinkedIn

Virginia Purnell

Funnel & Visibility Specialist

Distinct Digital Marketing

(833) 762-5336


Virginia Purnell

Virginia lives in Northern Alberta on a small farm with her husband and three children. Virginia is a master funnel builder having been certified as an FG Society Master Marketer, Funnelytics, and ClickFunnels Certified Partner. She uses that knowledge to help businesses with their online presence, visibility, and sales.