ABOUT US
NUMBERS ARE ONLY THE START
I used to make financial decisions based on gut feel, then I learned how to actually read my numbers and everything changed.
Informed Financials was built on the belief that clarity creates confidence and business decisions should align with both your goals and your lifestyle.
After nearly 18 years of owning and scaling businesses, I saw firsthand how I and many other founders were flying blind financially. Making decisions on instinct instead of insight. Later, as a founder of The Founders Club community, I had the privilege of working with hundreds of founders across industries and not surprisingly money was one of the biggest issues facing them all.
The pattern was clear: talented, driven people building great businesses, but often without the financial systems or visibility to make confident, strategic choices.
That’s where Informed Financials comes in.
We help founders move beyond bookkeeping and into financial structure. Turning revenue into measurable, repeatable profit.
We combine accounting discipline, founder education, and strategic insight so you can:
• Understand what truly drives your margins
• Optimize cash flow
• Pay yourself confidently
• Build a business that supports your life
OUR TEAM
Behind Informed Financials is a team of experienced financial professionals who understand that every business has a story behind its numbers. Together, we bring decades of combined expertise across service-based, product, and agency models by helping our clients uncover trends, identify opportunities, and build financial systems that scale.
We don’t just manage books. We help founders make informed decisions that drive profit, balance, and peace of mind.
Clay Lundquist – Founder
Analyze
Educate
Strategize
Frequently Asked Questions
How are you different from a bookkeeper or accountant?
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Bookkeepers: Records transactions and keeps your books in order.
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Accountant/CPA: Prepares taxes and ensures compliance.
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Informed Financials: Translates those numbers into insights you can use to run and grow your business. We help you track profitability, cash flow, ROI on marketing spend, labor efficiency, and forward-looking scenarios.
What size of business do you typically work with?
We specialize in businesses under $5M in annual revenue— service providers, agencies, consultants, product businesses (both physical and digital), and professional services.
Do you build dashboards or reports?
Yes. We create simple, founder-friendly dashboards that highlight your key performance indicators (KPIs) and help you track what really matters. No fluff, just clarity.
Do you offer bookkeeping and accounting services.
Not internally but we can connect you with one of our amazing partners.
What tools or software do I need to work with you?
We primarily work with QuickBooks Online and Xero.
What services do you offer?
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Financial Deep Dive Intensive: One-time analysis of your financials and KPIs (our most popular starting point).
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Monthly & Quarterly Financial Accountability Check-ins: Ongoing accountability and clarity check-ins where we go over where you are at and keep you on track.
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Monthly & Quarterly Financial Dashbord Reports: Want to stay informed with our awesome report dashboard after your deep dive. We have you covered.
How much does it cost.
We’ll provide full pricing details during your intro call.
Is this financial advice or investment management?
No. We do not provide tax, legal, or investment advice. Our services are strictly educational and advisory—helping you understand and apply your business numbers. You’ll still want to consult your CPA, attorney, or financial advisor for specialized advice.
Do you offer a free consultation?
We sure do.
Do you offer discounts if I sign up for a year long plan?
Yep. If you sign up for your Deep Dive and monthly or quarterly check-ins together we’ll give you a nice discount. Keeping more cash in your pocket.
Get Started With A Free Profit strategy call
Disclaimer
The information provided by Informed Financials is for educational and informational purposes only. It does not constitute financial, investment, accounting, tax, or legal advice.
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