Greenoak Accounting

What Greenoak Accounting does

Greenoak Accounting (GreenOak Accounting LLC) is a US-based professional services firm founded in 2016 by CEO Julie Herres and headquartered in Manassas, Virginia. The firm provides specialized accounting, bookkeeping, tax preparation, tax planning, and fractional CFO services exclusively to mental health and physical therapy private practices, ranging from solo clinicians to multi-location groups generating millions in annual revenue. Service delivery is anchored on QuickBooks Online as the required accounting platform, supplemented by proprietary in-house tooling including the Practice Performance Tracker, Success Ratios/KPI tracking, and a Financial Dashboard that compare client metrics against industry benchmarks built over nearly a decade.

The business operates a tiered service model. Solo Bookkeeping packages start at $299-$349 per month plus a $28 QuickBooks subscription, while Core, Full Service, and CFO packages for group practices are custom-priced through free consultations. A separate one-time setup fee of $199 covers QuickBooks onboarding and catch-up bookkeeping. The firm supplements recurring services with a self-serve course portfolio (Money for Therapists: Practice Startup at $99; All About Taxes at $59; Profit First Academy membership) sold via ThriveCart and Teachable, and an annual conference, Group Practice Con, co-hosted with TherapyFlow (next event September 9-11, 2026 in Chicago). The CEO also authored the book 'Profit First for Therapists' (May 2023) and hosts the 'Therapy For Your Money' podcast, functioning as primary top-of-funnel content assets.

The go-to-market motion is sales-led and community-led, with content marketing, podcasting, webinars, and educational courses feeding a free consultation as the primary conversion mechanism for paid accounting services. Customer acquisition relies heavily on referrals from existing clients, with the firm reporting over 1,000 therapists served cumulatively and thousands more reached through educational content. Geographically, the firm serves clients across the entire United States, including multi-state practices and PSYPACT participants, despite a single Manassas, VA headquarters.

Name

Greenoak Accounting

Legal name

GreenOak Accounting LLC

Website

https://greenoakaccounting.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenoak Accounting is a Virginia-based CPA firm founded in 2016 that provides specialized accounting, bookkeeping, tax, and fractional CFO services exclusively to mental health and physical therapy private practices across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Manassas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Monthly Accounting & Bookkeeping Services: Recurring monthly fees for comprehensive bookkeeping, accounting, and financial management services. Package tiers range from Solo ($299-349/month) to Core, Full Service, and CFO-level support. Includes QuickBooks Online subscription at $28/month additional.
2. One-time Setup Services: One-time fees for initial QuickBooks setup and bookkeeping catch-up from January 1st of current year. Solo package startup cost is $199.
3. Online Courses: Self-paced educational courses sold one-time. Money for Therapists: Practice Startup priced at $99. Money for Therapists: All About Taxes priced at $59 (value $147). Profit First Academy membership available.
4. Tax Preparation Services: Business and individual tax return preparation offered as separate optional engagement for active monthly clients.
5. Conference & Event Revenue: Revenue from Group Practice Con conference (co-hosted with TherapyFlow) taking place September 9-11 in Chicago.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Greenoak Accounting provides monthly bookkeeping, tax preparation, and proactive tax planning for mental health professionals and physical therapy practices, augmented by Profit First cash-management implementation and fractional/strategic CFO services. The firm layers its services with proprietary KPI dashboards and a practice performance benchmarking tool, and extends its reach through a self-paced course catalog (Money for Therapists series), the Profit First Academy membership, and a published book.

Differentiator

Problem solved

Functional benefit

Products and services

• Comprehensive Accounting (Bookkeeping) Recurring monthly bookkeeping engagement for mental health and physical therapy practices that delivers reconciled books and monthly financial statements so owners can make decisions on current data.
• Tax Preparation Annual and quarterly tax return preparation for individual practitioners and their practice entities, delivered by Enrolled Agents and a CPA partner.
• Tax Planning Forward-looking, year-round tax planning that identifies deductions, entity structure optimizations, and strategies to minimize lifetime tax liability for practice owners.
• Strategic CFO Services Fractional CFO-level advisory engagements that translate financial data into operational and growth decisions for established mental health and PT practices.
• Profit First Implementation Implementation and ongoing support of the Profit First cash-management methodology, delivered by certified Profit First Professionals to help practice owners build profit, owner pay, tax, and operating accounts.
• Solo Bookkeeping Package A defined monthly bookkeeping package priced at $350/month targeting solo private practice owners who need consistent monthly books without a full CFO relationship.
• Physical Therapy Solo Bookkeeping Defined monthly bookkeeping offering for solo physical therapy practice owners, sized for owner-operator clinics that do not yet need a full CFO engagement.
• Money for Therapists: Practice Startup Self-paced online course for therapists launching their own practice, covering the financial and tax foundations needed to set up a private practice correctly.
• Money for Therapists: All About Taxes Self-paced course covering taxes for therapy practice owners, designed to build tax literacy beyond what a one-time tax return engagement delivers.
• Money for Therapists: Issuing 1099s Mini-course that teaches practice owners how to issue 1099s to contractors correctly as part of year-end compliance.
• Profit First Academy Subscription-based membership community that teaches private practice owners how to apply the Profit First methodology and improve their day-to-day financial management.
• Reasonable Compensation for S Corp Owners Standalone advisory service that calculates and documents a defensible reasonable compensation figure for S Corporation practice owners, supporting tax compliance and audit posture.
• Profit First for Therapists (Book) Published book by Julie Herres adapting the Profit First cash-management methodology specifically to therapy private practices, sold via the firm's site as a companion to its services and courses.

Quantifiable outcome

• Helped practices grow from few hundred thousand to few million in annual revenue
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• TherapyFlowcoreStrategic or Co-development Partner · 9 September 2026Co-hosting Group Practice Con 2026 conference with TherapyFlow. Partnership brings together accounting expertise and practice management platform for comprehensive group practice owner support. Conference scheduled September 9-11, 2026 in Chicago.
• QuickBooks OnlinecoreTechnology or IntegrationRequired accounting software for all clients. Company requires clients to use QuickBooks Online for bookkeeping and financial tracking. Can establish new accounts for incoming clients.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pilot: Pilot provides bookkeeping, tax, and CFO services for small businesses with a tech-enabled delivery model. It is comparable to GreenOak in offering tiered bookkeeping-to-CFO service packages, though Pilot serves broader SMB verticals.
• Bench: Bench is a tech-enabled bookkeeping service for SMBs offering monthly bookkeeping, financial statements, and tax support. It competes for the same SMB bookkeeping budget but is a horizontal generalist versus GreenOak's vertical focus.
• Fincent: Fincent provides bookkeeping, accounting, tax, and fractional CFO services to small businesses and startups with a modern, subscription-based model. It is a horizontal peer offering the same tiered service structure GreenOak provides, but across broader SMB verticals.
• Bookkeeper360: Bookkeeper360 offers bookkeeping, tax, and CFO advisory services to SMBs using Xero and HubSpot integrations. It mirrors GreenOak's subscription-based accounting plus fractional CFO model for growth-oriented small businesses.
• Heard: Heard provides bookkeeping, tax, and financial back-office services specifically for therapists and small healthcare practices. It is the most direct comparable to GreenOak's vertical, serving the same mental health private practice customer with a similar subscription model.

Others

• Profit First Professionals: Profit First Professionals is the certified network of accountants and coaches implementing the Profit First methodology. GreenOak's CEO is a member, positioning the network as a methodology peer and referral ecosystem rather than a direct competitor.
• TherapyFlow: TherapyFlow is a practice management platform for therapy group practices and GreenOak's co-host for Group Practice Con. It is adjacent rather than competing, but its customer base overlaps directly with GreenOak's group practice segment.

Broad incumbents

• TherapyNotes: TherapyNotes is an EHR and practice management platform serving mental health professionals with scheduling, notes, and billing capabilities. Its billing features intersect with the financial administration GreenOak provides to therapy clients.
• SimplePractice: SimplePractice is a leading practice management platform for private mental health practitioners, offering scheduling, billing, and telehealth. While not an accounting firm, it increasingly embeds financial workflows that overlap with GreenOak's value proposition for solo therapists.

Emerging players

• Cardinal (formerly TherapyPartner): Cardinal provides financial and back-office services tailored for therapy practices, including bookkeeping, payroll, and tax. It targets the same mental health vertical as GreenOak but with a more technology-forward service delivery model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/greenoakacct
• Facebookfacebook.com/greenoakacct
• LinkedInlinkedin.com/company/greenoak-accounting-llc
• Instagraminstagram.com/greenoakacct

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 Greenoak Accounting