Horsepower Today

What Horsepower Today does

Horsepower Today is a professional services consulting firm founded in 2021 by Brooke Pauley, CPA, headquartered at 3555 Farnam Street, Suite 306, Omaha, Nebraska. The firm delivers two service lines: a Fractional Consulting practice covering finance, HR, operations, accounting, and adjacent executive functions, and a Ventures practice offering M&A advisory and capital access. Its stated customer set spans small and mid-sized businesses, non-profits, startups, law firms, manufacturing, and retail operators, with named clients including Sandhills Energy, Crane Trust, Landmark Snacks, GiveBlueHope.org, Smith Pauley LLP, and 1 Source.

The firm operates a pure services model with no proprietary technology platform, recurring SaaS product, or disclosed software architecture. Go-to-market is sales-led and direct, executed through the company website, phone, and contact form. The firm is founder-owned, bootstrapped, and discloses no external funding, headcount, or revenue. A national recruitment strategy for senior executive talent is publicly articulated, signaling intent to build the bench beyond the Midwest.

The Midwest-anchored footprint and emphasis on cross-functional executive experience position the firm as a regional boutique consultancy serving operators who cannot justify or fill a full-time executive role. The dual practice structure pairs recurring operating engagements with episodic transaction work, allowing the firm to capture multiple revenue streams from the same client base. As of the 2024 Midlands Business Journal 40 Under 40 recognition of the founder, the firm remains early-stage, small-scale, and privately held.

Name

Horsepower Today

Legal name

Horsepower Today

Website

https://horsepowertoday.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Horsepower Today is a bootstrapped Omaha-based professional services firm founded in 2021 that delivers fractional executive consulting across finance, HR, operations, and accounting, alongside M&A advisory and capital access through its Ventures practice, serving SMBs, non-profits, and startups.

Ownership category

akta.pro rank

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Fractional Professional Services: The company provides fractional consulting services in areas including financial analysis, operations leadership, human resources, controller services, strategic planning, accounting and CFO, bookkeeping, leadership development, valuation analysis, and ERP implementation. Revenue is generated through professional service engagements where clients pay for access to experienced professionals on a fractional or project basis, avoiding full-time salary costs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Horsepower Today provides fractional professional consulting services that supply businesses with part-time senior expertise in financial analysis, operations leadership, human resources, controller services, strategic planning, accounting and CFO services, bookkeeping, leadership development, valuation analysis, and ERP implementation. The firm also operates a Ventures service line offering capital access, exit strategy guidance, curated deal flow, deal-by-deal participation, simplified due diligence, and early stage target identification.

Product overview

Horsepower Today is a professional services consulting firm offering two main service lines: Fractional Consulting and Ventures. Fractional Consulting provides businesses with part-time expert professionals in finance, operations, HR, accounting, and strategic planning at a fraction of the cost of full-time employees. The Ventures service line offers capital access, exit strategy guidance, deal flow curation, and due diligence support for businesses seeking growth or liquidity events.

Differentiator

Problem solved

Functional benefit

Products and services

• Fractional Consulting Outsourced professional consulting services providing businesses with part-time expert talent in financial analysis, operations leadership, human resources, controller services, strategic planning, accounting and CFO services, bookkeeping, leadership development, valuation analysis, and ERP implementation. Designed for SMBs, non-profits, and specialized verticals that need senior expertise without full-time hiring costs.
• Ventures Investment and M&A advisory services offering clients access to capital, exit strategy guidance, curated deal flow, deal-by-deal participation, simplified due diligence, and early stage target identification for businesses pursuing growth or liquidity events.

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• B2B CFO: Established fractional CFO and executive-level financial advisory firm serving SMBs across the U.S. Directly comparable in service offering (fractional CFO, controllership, financial leadership) and target customer segment (owner-led and growth-stage SMBs).
• CFO Partners: Fractional CFO firm providing outsourced financial leadership to SMBs and mid-market companies. Highly comparable in service model (fractional CFO, controllership, financial analysis) and customer profile.
• Amplēo: Outsourced CFO, controller, and HR advisory firm focused on SMBs and growth-stage businesses. Directly comparable as a fractional professional services firm offering similar finance and operations services.
• CFO Selections: Fractional CFO services firm providing part-time and interim CFO talent to mid-sized businesses. Comparable service model and target segment of companies needing senior financial expertise without full-time hires.
• AccountingDepartment.com: Outsourced accounting and controllership firm providing fractional and full-service finance teams to SMBs. Comparable in providing outsourced bookkeeping, controller, and CFO-level services on a remote basis.

Emerging players

• Paro: Marketplace connecting businesses with fractional finance, accounting, and strategy talent. Comparable in targeting SMBs seeking on-demand financial expertise, though delivered via a tech-enabled talent platform rather than a traditional services firm.
• The Growth Guides (TGG): Fractional CFO and growth advisory firm serving SMBs, often paired with M&A advisory. Comparable in offering fractional finance leadership plus transactional advisory, similar to Horsepower Today's Consulting + Ventures structure.

Broad incumbents

• Robert Half: Large, publicly traded staffing and consulting firm providing finance, accounting, HR, and operations talent on a contract and project basis. Comparable in delivering fractional finance/HR professionals, though as part of a much broader portfolio.
• Baker Tilly: Major accounting and advisory firm offering CFO advisory, controllership, HR consulting, and M&A services. Comparable service offerings (CFO, HR, operations, transaction advisory) but operating at a much larger scale and broader portfolio.

Others

• BizFilings / CT Corporation (Wolters Kluwer): Provider of business compliance, accounting, and HR-adjacent software and services for SMBs. Relevant as an adjacent incumbent offering some overlapping capabilities (HR/payroll, compliance) that compete for the same SMB wallet share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/horsepower-today

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Horsepower Today