Rooled
Rooled is a San Jose-based outsourced finance firm providing fractional CFO, accounting, and tax services to venture-backed startups from seed through Series B. It serves 100+ clients across AI, biotech, fintech, and SaaS verticals using a curated tech stack including NetSuite, Aleph, and Numeric, delivered by a remote team of Big Four-trained controllers.
- Company typePrivate
- Founded2015
- HeadquartersSan Jose, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Rooled does
Rooled is an outsourced finance firm headquartered in San Jose, California, that provides fractional CFO, outsourced accounting, and tax services to venture-backed startups from seed through Series B. The company is led by co-founders Johnnie Walker and Jason Granado, who previously held senior roles at inDinero and TempCFO, and Director David Johnson, who founded TempCFO. Its service portfolio spans CFO consulting (planning, forecasting, fundraising support, exit strategy), full-service bookkeeping and controller work (cash and accrual basis, month-end close, financial statement preparation), and startup-focused tax services including R&D credits, QSBS optimization, and Section 174 compliance.
The firm delivers services remotely through a team of CFOs, controllers, and staff accountants with Big Four backgrounds, supported by a curated technology stack that includes Oracle NetSuite as the primary ERP, plus integrations with Aleph, Numeric, Blue Onion Labs, Rutter, Floqast, Leapfin, Taxwire, SpendHound, and Zendesk. Rooled packages its offerings into two pricing tiers: a Starter plan at $699/month for companies with fewer than five employees, and a Growth plan with custom annual pricing for larger clients. Distribution is sales-led, supplemented by content marketing (200+ articles), a company podcast, and referral pipelines from venture capital firms and fintech partners such as Brex.
Rooled serves multiple verticals including AI/ML startups, cloud and telecommunications, biotech and health tech, nonprofits, e-commerce and fintech, and broader technology and software companies. Publicly disclosed past and present clients include Slack, Pinterest, Stripe, Truebill, AllTrails, Howl, Mashgin, Platzi, Qapital, Sealed, Caption Health (acquired by GE HealthCare in February 2023), Clarity Money, Code Climate, Current, Duck Duck Go, Immuta, nTopology, Lithic, MyOme, and AdAstral, alongside an active customer base reported at 100+ companies. The firm is privately held, founder-owned, and bootstrapped with no disclosed external funding rounds.
Rooled firmographics
Firmographics- Name
- Rooled
- Legal name
- Rooled, Inc.
- Website
- https://rooled.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rooled is a San Jose-based outsourced finance firm providing fractional CFO, accounting, and tax services to venture-backed startups from seed through Series B. It serves 100+ clients across AI, biotech, fintech, and SaaS verticals using a curated tech stack including NetSuite, Aleph, and Numeric, delivered by a remote team of Big Four-trained controllers.
- Ownership category
- akta.pro rank
Rooled industry classification
Industry- Product category
- Outsourced Financial Services
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- General Ledger & Close (Journal Entries, Month-End Close, Reconciliations) (BPAAAGAC)
- akta.pro secondary industries
- Tax Operations Support (Indirect Tax, Withholding, Compliance Admin) (BPAAAGAI), Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting) (BPAAAGAJ)
Keywords
Where Rooled is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rooled business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Outsourced CFO Services: Rooled provides fractional CFO services to early-stage companies, offering strategic financial leadership, planning, forecasting, and funding/exit strategy guidance. Pricing is custom/tiered based on company size and needs.
- Outsourced Accounting & Bookkeeping: Full-service bookkeeping and controller services for high-growth companies from seed to exit. Includes cash basis and accrual basis bookkeeping, financial statement preparation, and month-end close.
- Startup Tax Services: Tax preparation, compliance, and planning services including R&D tax credit guidance, QSBS optimization, and exit tax planning.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter plan for early-stage companies with fewer than 5 employees |
| Subscription | Annual | Growth plan for companies with greater than 5 employees |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Rooled product offering
Product offeringCore offering
Rooled is an outsourced finance firm providing fractional CFO services, full-service bookkeeping and controller work, and startup-focused tax preparation and planning for venture-backed high-growth companies from seed through exit. Services are delivered by a distributed team of CFOs, controllers, and staff accountants using best-of-breed platforms such as NetSuite, Aleph, Numeric, and SpendHound. The firm targets early-stage startups with custom pricing, supplemented by a $699/month Starter tier for very early companies with fewer than five employees.
Product overview
Rooled is an outsourced finance firm offering a unified portfolio of financial services for high-growth startups and venture-backed companies. The core offerings consist of three integrated service lines: CFO Consulting (fractional CFO leadership), Outsourced Accounting (bookkeeping and controller services), and Startup Taxes (tax preparation and planning). These services are delivered across two pricing tiers (Starter at $699/month for early-stage companies and Growth with custom pricing for scaling businesses), with support for companies from seed through exit across industry-specific verticals including AI, e-commerce, biotech, cloud/telecom, and nonprofits.
Differentiator
Problem solved
Functional benefit
Products and services
- CFO Consulting Fractional CFO services providing strategic financial leadership for startups, including planning, forecasting, funding strategy, budgeting, revenue recognition, and M&A facilitation. Delivers expert insights into funding and growth strategy without the cost of a full-time executive.
- Outsourced Accounting Full-service bookkeeping and controller services for high-growth companies from seed to exit, including day-to-day transaction processing, cash and accrual basis bookkeeping, month-end close, financial statement preparation, revenue recognition, and subsidiary consolidations.
- Startup Taxes Tax preparation, compliance, and efficiency strategy services for startups including R&D tax credit guidance, QSBS optimization, Section 174 compliance, tax planning for venture-backed companies, and sales tax compliance managed through Taxwire.
Quantifiable outcome
- Companies can save up to 40% in monthly costs compared to in-house bookkeeping
- +1 more outcomes
Companies that use Rooled
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles6 records
Rooled technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability7 records
Feature2 records
Rooled partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- SpendHoundcoreStrategic partnership to integrate SpendHound's free software spend management tools into Rooled's finance operations. Rooled's clients (primarily seed to Series B startups) gain real-time visibility into software and cloud spend, pricing benchmarks for 250,000+ vendors, contract insights, and vendor performance intelligence. The partnership helps finance leaders make smarter vendor decisions and identify cost-saving opportunities.
- NumericcorePartnership to integrate Numeric's AI-powered close automation platform into Rooled's services, targeting high-growth venture-backed companies. Rooled implements Numeric's close management, cash management, and accounting analytics platform across its client base to bring automation and real-time financial visibility to startups.
- TaxwirecorePartnership to provide sales tax compliance solutions to Rooled clients. Taxwire offers an affordable, startup-friendly platform for managing sales tax across multiple states with fast 20-30 minute onboarding. Rooled manages the platform on behalf of clients, providing a managed compliance function.
- BrexminorBrex is mentioned as a startup banking alternative post-SVB collapse. Rooled positions itself as a strategic partner helping startups maximize the Brex platform for financial management.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Rooled competitors and assessment
Company assessmentEmerging players
- Zeni: Zeni is an AI-powered bookkeeping, accounting, and CFO service for startups and small businesses. It combines human accountants with proprietary AI tooling — directly comparable to Rooled's tech-stack-plus-human-team model and competing for the same venture-backed clients.
- Numeric: Numeric is an AI-powered close automation and accounting analytics platform that Rooled partners with and resells. As Numeric grows, it could become both a force multiplier and a partial substitute for Rooled's controller services.
Direct peers
- Collective: Collective offers fractional CFO, bookkeeping, tax, and legal services for self-employed individuals and small businesses, with a SaaS-style subscription model. Its all-in-one subscription offering competes with Rooled's Growth tier for founder customers.
- Mainstreet: Mainstreet provides outsourced bookkeeping, tax, and CFO services targeted at venture-backed startups, including R&D tax credit services. It overlaps directly with Rooled's startup tax and accounting offerings for seed-to-Series-B clients.
- inDinero: inDinero provides outsourced accounting, tax, and CFO services to startups and growth companies, and is the former employer of multiple Rooled leaders (Walker, Granado, Ames, Lu). It is one of Rooled's most direct competitors in the same outsourced-finance niche.
- Kruze Consulting: Kruze Consulting is a startup-focused accounting, tax, and CFO firm serving venture-backed companies from seed through Series C. It competes directly with Rooled for the same seed-to-Series-B finance outsourcing engagements.
- Pilot: Pilot is the leading outsourced bookkeeping, tax, and CFO services firm for venture-backed startups, explicitly named by Rooled as a competitor. Now part of Brex, Pilot bundles accounting with banking — the most direct head-to-head competitor to Rooled's core offering.
- Bookkeeper360: Bookkeeper360 provides outsourced bookkeeping, accounting, tax, and advisory services to startups and small businesses, often paired with Xero or QuickBooks. It is a direct competitor in the outsourced finance services space for growth-stage companies.
Broad incumbents
- Bench (acquired by Employer.com): Bench is a tech-enabled bookkeeping service for small businesses. Though more SMB-focused, it represents the broader outsourced-bookkeeping competitive landscape and the trend toward tech-enabled accounting.
- Brex: Brex is a corporate card and banking platform for startups, and through its acquisition of Pilot it now bundles bookkeeping into its offering. Rooled explicitly positions Brex as both a partner and a competitive context in its GTM.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rooled social profiles
Digital presenceRooled financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rooled leadership team
Management profileNumber of profiles
Profiles13 records
Rooled funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rooled M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rooled
What does Rooled do?
Rooled is an outsourced finance firm providing fractional CFO services, full-service bookkeeping and controller work, and startup-focused tax preparation and planning for venture-backed high-growth companies from seed through exit. Services are delivered by a distributed team of CFOs, controllers, and staff accountants using best-of-breed platforms such as NetSuite, Aleph, Numeric, and SpendHound. The firm targets early-stage startups with custom pricing, supplemented by a $699/month Starter tier for very early companies with fewer than five employees.
Is Rooled a public or private company?
Rooled is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rooled founded?
Rooled was founded in 2015. It employs 11 to 50 people.
Where is Rooled based?
Rooled is headquartered in San Jose, United States, in the North America region.
How does Rooled make money?
Three revenue lines are on record. Outsourced CFO Services are the primary driver. The others are outsourced Accounting & Bookkeeping and startup Tax Services.
Who are Rooled's main competitors?
Emerging players on record are Zeni and Numeric. Direct peers are Collective, Mainstreet, inDinero, Kruze Consulting, Pilot and Bookkeeper360. Broad incumbents are Bench (acquired by Employer.com) and Brex.
Does Rooled have an API?
No public API is recorded for Rooled.
What industry is Rooled in?
Rooled's product category is Outsourced Financial Services. Its primary akta.pro industry code is BPAAAGAC, General Ledger & Close (Journal Entries, Month-End Close, Reconciliations), with a secondary code of BPAAAGAI, Tax Operations Support (Indirect Tax, Withholding, Compliance Admin). Its NAICS code is 54121 and its SIC code is 8742.