When Jennifer Anderson launched her firm, True Financial Solutions, in April 2020, she was stepping into one of the most uncertain times in recent history. COVID had just shuttered businesses, the economy was in flux, and many entrepreneurs were treading water. But instead of shrinking back, Jennifer leaned into opportunity.
For her, starting a firm wasn’t just about making ends meet. It was about building a business with intention, and keeping her “why” at the center. Today, she’s leading a growing team, innovating with new technology, and setting her sights on a $5 million exit strategy.
From cashier to founder
Jennifer’s story didn’t begin with spreadsheets and advisory calls. At 19, she was a single mom working as a cashier at CompUSA. A chance encounter with a CPA who noticed her comfort with technology opened a new path. He invited her into his office, where she learned the ropes of accounting, everything from binding tax returns to reception work.
“That was the blessing,” Jennifer recalls. “I went from nights and weekends to a steady nine-to-five. That stability mattered so much as a single mom.”
That early introduction to technology still defines her leadership today. “I’ve always embraced tech,” she says. “AI isn’t something to fear, it’s about asking, how do we leverage this to give more value to our clients and more balance to our team?”
COVID as a silver lining
When her longtime contract work ended during the pandemic, Jennifer found herself at a crossroads. Unsure of her next move, she leaned into networking, and into a bit of serendipity.
“I was on a walk listening to Brendan Burchard, who said, ‘Just take the first step, even if you don’t know how.’ When I got home, a call came in from my networking group. Someone needed a bookkeeper. That was the sign.”
From that one client, True Financial Solutions was born. And with it, Jennifer’s commitment to running her business on relationships, not transactions. “I don’t spend a dollar to gain a client,” she says. “I build relationships so people trust me. That’s how you grow something sustainable.”
Building with the end in mind
From day one, Jennifer has worked backwards from her end goal: selling her firm for $5 million. That number isn’t arbitrary, it’s tied directly to her family’s future.
“My why is to bring my husband home from backbreaking labor so we can travel, enjoy our grandchildren, and live fully together. That’s what gets me up on hard days.”
That clarity drives how she hires, the clients she takes on, the processes she builds, and the tech she invests in. Her advice to other firm owners: start with the end in mind. Without it, you risk running a hobby, not a business.
Leading with grace (and tenacity)
Jennifer now leads a team of five, including her daughter as executive assistant, a role that brings her story full circle as a once-teen mom who was told she wouldn’t succeed.
Leadership hasn’t always been easy. As AI reshapes bookkeeping, she’s had to coach her team through discomfort and change. Her mantra is simple: “Three, then me”, encouraging team members to try three different resources before coming to her for answers.
It’s not just about efficiency; it’s about building confidence. “I didn’t have anyone guiding me. Why not be that person for my team? I want to create a culture where people feel supported but also stretched to grow.”
Tenacity over titles
Jennifer doesn’t have letters after her name, and she’s unapologetic about it. “My value is in my experience, grit, and relationships. Tenacity will get you further than credentials ever will.”
That tenacity shows up in her work ethic, in her refusal to outsource overseas (“we can mentor and grow talent right here at home”), and in the way she teaches her team to connect their personal goals to the firm’s growth.
“I ask, what do you want to achieve? If someone wants to earn six figures, we work backwards. How many clients do we need? What quality do we need to deliver? That way, they’re not just working for me, they’re working for themselves too.”
Why your “why” matters
At the close of our conversation, Jennifer left firm owners with advice she’s lived by:
“Remember your why. Write it everywhere, on your bathroom mirror, on your whiteboard, on your computer screen. On the toughest days, it won’t fix everything, but it will keep you moving. And sometimes, that’s all you need.”
Jennifer’s story is proof that grit, clarity, and purpose can turn uncertainty into opportunity. Whether you’re building your first firm or leading through industry change, your “why” is what makes it lasting.
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