Goodsell & Company

What Goodsell & Company does

Goodsell & Company Inc., CPAs is a privately held, founder-led accounting and financial services practice founded in 2002 and headquartered at 2366 Front Street in San Diego's Bankers Hill area, with an affiliated East County office. The firm delivers traditional CPA services — including accounting, individual and business tax preparation, payroll and human resources support, and audit and attest services (including specialized A-133 federal grant audits and AASHTO audits of architecture and engineering firms) — alongside financial planning, retirement and estate planning, and insurance-related advisory. It targets two primary segments: successful business owners seeking a long-term trusted-advisor relationship, and affluent individuals needing comprehensive tax and financial planning. The firm publicly states that it serves clients throughout San Diego County and across the country, though no client roster or revenue figures are disclosed.

The firm's technology footprint is that of a conventional small CPA practice. It relies on standard tax preparation and accounting software, a relationship-based service delivery model centered on in-person consultations, and a website-hosted learning center that distributes newsletters, interactive financial calculators, educational videos, flipbooks, and a tax library as content-marketing assets. There are no proprietary platforms, APIs, mobile applications, or AI-driven features in evidence. Marketing is conducted through the firm website, LinkedIn, Facebook, and an X/Twitter account tied to the owner.

The business model is professional services fee-for-engagement. Revenue is generated from tax preparation, audit and attest engagements, payroll/HR support, business planning, and financial advisory work, supplemented by referral-based commissions or fees from insurance product quote requests routed through the website to third-party providers. Pricing is not publicly disclosed and is set on a quote or scope-of-engagement basis. Customer acquisition is primarily relationship-driven and reputation-based, supported by content marketing and direct outreach; there is no external institutional capital, parent company, or M&A activity in the firm's history.

Name

Goodsell & Company

Legal name

Goodsell & Company Inc., CPAs

Website

https://goodsellcpa.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodsell & Company Inc., CPAs is a privately held San Diego-based CPA firm offering accounting, tax, audit, attest, payroll, and financial planning services to business owners and affluent individuals in San Diego County and nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accounting and Tax Services: The firm provides expert accounting and tax services to businesses and individuals, including business and individual tax issues, payroll and human resources, and business planning and attest services. Revenue is generated through professional service fees for tax preparation, audit and attest services, and ongoing advisory engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Goodsell & Company is a CPA firm providing expert accounting, tax preparation, payroll, business planning, and audit and attest services to businesses, alongside tax, retirement, estate, and investment planning services to individuals. The firm also operates a learning center offering financial calculators, educational videos, newsletters, and flipbooks, and facilitates quote requests for insurance products such as annuities, long-term care, health, life, and disability coverage.

Product overview

Goodsell & Company Inc., CPAs is a financial services firm offering a unified suite of accounting, tax, audit, and financial planning services. The core offerings include accounting and tax services for businesses and individuals, audit and attest services (including A-133 and AASHTO audits), and financial planning. These are complemented by a digital learning center featuring financial calculators, educational videos, newsletters, and flipbooks covering topics such as retirement planning, estate planning, insurance, and investments. The firm also facilitates insurance product quote requests through third-party providers for annuity, long-term care, health, life, and disability insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting and Tax Services Core accounting and tax preparation and planning services for businesses and individuals, including payroll and human resources support and business planning, delivered as ongoing CPA engagements.
• Audit and Attest Services Audit and attest services for businesses, including A-133 audits and AASHTO audits of architectural and engineering firms, delivered as standalone CPA engagements.
• Financial Planning Services Financial planning services covering retirement planning, estate planning, and investment guidance for individuals, delivered as CPA-led advisory engagements.
• Insurance Product Quote Requests Quote request services for insurance products including annuity, long-term care, group health, individual health, life insurance, and disability income insurance, facilitating client connections to third-party insurance providers.
• AASHTO Audits of A & E Firms Specialized AASHTO audits for architectural and engineering firms, performed under the firm's audit and attest practice.
• A-133 Audits Specialized A-133 audits (single audit) for entities receiving federal awards, performed under the firm's audit and attest practice.

Segments2 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 moves1 record

Expansion highlights4 records

Broad incumbents

• Moss Adams: Moss Adams is a large West Coast-headquartered CPA and business advisory firm offering tax, audit, and wealth services to closely-held businesses and individuals. Its service mix closely parallels Goodsell's integrated tax, attest, and financial planning offering, and it competes for similar privately-held business clients on the West Coast.
• Cherry Bekaert: Cherry Bekaert is a top-25 US accounting and advisory firm serving private businesses, government entities, and individuals with tax, audit, and advisory services. Its government and nonprofit audit practice overlaps with Goodsell's A-133 audit offering, and both firms target closely-held businesses seeking integrated advisory relationships.
• RSM US: RSM US is a large mid-market-focused CPA and advisory firm offering tax, audit/attest, consulting, and wealth management to businesses and individuals. It is comparable to Goodsell because both serve owner-led businesses and high-net-worth individuals with an integrated tax-plus-advisory model, though RSM operates at vastly greater scale and breadth.
• Eide Bailly: Eide Bailly is a top-25 US CPA and advisory firm providing tax, audit, and wealth management services to privately-held businesses, government, and individuals. It mirrors Goodsell's integrated service suite (tax + attest + financial planning) and is a relevant peer for owner-led business clients.
• Plante Moran: Plante Moran is one of the largest US CPA and business advisory firms, providing tax, audit, and consulting services to middle-market companies and high-net-worth individuals. Comparable service lines to Goodsell include personal and business tax compliance, attest services, and owner-advisory engagements.
• Withum: Withum is a top-30 US accounting and advisory firm providing tax, audit, and advisory services to privately-held businesses and high-net-worth individuals. Its mid-market owner-adjacent service model and personal financial planning practice are directly comparable to Goodsell's positioning.
• CLA (CliftonLarsonAllen): CLA is a top-10 US accounting firm providing tax, audit, advisory, and wealth management services primarily to mid-market private businesses. Overlap with Goodsell includes tax preparation, audit/attest (including A-133 single audit work), and owner-advisory services, though CLA serves a much broader geographic and industry footprint.
• Wipfli: Wipfli is a top-25 US accounting and advisory firm serving middle-market private companies with tax, audit, and consulting. Comparable to Goodsell in its focus on owner-led businesses and integrated tax-plus-advisory relationships, though at significantly larger scale.

Emerging players

• Bench: Bench is a tech-enabled bookkeeping and accounting platform for small businesses, pairing software with dedicated bookkeepers. It targets the same SMB bookkeeping-and-tax segment as Goodsell and is a relevant emerging peer given its potential to commoditize the lower-margin portion of a CPA practice's book of business.
• Pilot: Pilot is a tech-enabled bookkeeping, accounting, and CFO services firm targeting small businesses and startups with software-augmented delivery. It competes for the same bookkeeping and basic accounting segment Goodsell serves, and represents the kind of technology-driven entrant that could pressure traditional CPA economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/randygoodsell
• Facebookfacebook.com/goodsellandcocpas
• LinkedInlinkedin.com/profile/view?id=34493314&trk=nav_responsive_tab_profile

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Goodsell & Company