Whitinger & Company

What Whitinger & Company does

Whitinger & Company LLC is a privately held certified public accounting and advisory firm headquartered in Muncie, Indiana with a second office in Fishers (Indianapolis metro). Founded in 1930, the firm employs approximately fifty professionals and operates as an LLC under a member/owner governance model led by Managing Member T.J. Bush, CPA, CFP. Its wholly owned subsidiary, Whitinger Financial Advisors LLC (formed 2001), delivers fee-based investment management and financial planning; the firm additionally holds an ownership stake in Intrepid Financial Planning Group LLC, a Registered Investment Advisor, enabling integrated wealth and tax strategy delivery.

The firm's core services span traditional accounting, tax preparation and planning, audit and assurance at three levels (audit, review, compilation), bookkeeping and payroll, and a layer of specialty advisory including employee benefit plan audits, business valuation, estate planning, fraud detection and deterrence, and Indiana-specific sales/use tax Predominant Use Studies. Services are delivered through industry-aligned practice groups for financial institutions (notably credit unions), nonprofit organizations, construction companies, healthcare providers and physicians, agribusiness, and individuals/high-net-worth families. The firm's underlying technology stack is described as industry-standard auditing and accounting software with risk-assessment tools integrated with tax-return systems, supplemented by the ClientAxcess secure client portal for document exchange. No proprietary software, AI capabilities, or externally developed platform technology is disclosed.

Whitinger's revenue model is purely professional services: project-based and recurring engagements priced by service type and complexity, including contingency-fee arrangements for Predominant Use Studies. Distribution is direct and regional, via two Indiana offices and a sales-led motion supplemented by inside-sales handling of phone and contact-form inquiries. Go-to-market relies heavily on referrals, community involvement, professional association memberships (AICPA, Indiana CPA Society), and content marketing through the firm website and email newsletters, with no external funding, no PE/VC ownership, and growth historically driven by organic headcount and a series of mergers with Greene Inc. (2015), Haney CPA Group (2018), and J.P. Kane & Co. (2022).

Name

Whitinger & Company

Legal name

Whitinger & Company LLC

Website

https://whitinger.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Whitinger & Company LLC is a regional Indiana CPA and advisory firm, founded in 1930 and based in Muncie and Fishers, serving small-to-mid-size businesses, nonprofits, financial institutions, construction firms, and individuals with accounting, tax, audit, and specialty advisory services.

Ownership category

akta.pro rank

Headquarters

HQ city

Muncie

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accounting and Tax Services: Core professional services revenue from accounting, tax preparation, tax planning, and compliance services for individuals, businesses, and nonprofit organizations. Revenue is generated through project-based work and recurring client engagements.
2. Audit and Assurance Services: Financial statement audits, reviews, and compilations at three levels of assurance. Revenue from audit engagements, agreed-upon procedures, and compliance auditing for financial institutions and employee benefit plans.
3. Financial Advisory Services: Investment management and planning services through Whitinger Financial Advisors LLC, a separate business unit offering fee-based financial planning, investment management, estate planning, and retirement planning.
4. Bookkeeping and Payroll Services: Outsourced bookkeeping, payroll processing, and QuickBooks consultation services. Revenue from ongoing service retainers and per-client engagements.
5. Specialty Consulting Services: Business valuation, fraud detection, estate planning, benefit plan audit services, and predominant use studies for Indiana sales tax exemptions. Project-based professional service fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Whitinger & Company is a certified public accounting and advisory firm providing core accounting, audit and compliance, tax advisory and compliance, bookkeeping and payroll, business valuation, estate planning, fraud detection, benefit plan audit, and Indiana sales-and-use-tax predominant use study services. The firm also delivers fee-based investment management and financial planning through its subsidiary Whitinger Financial Advisors LLC, with services delivered to individuals, businesses, financial institutions, nonprofits, construction firms, agribusinesses, and healthcare organizations across Indiana.

Product overview

Whitinger & Company is a certified public accounting and advisory firm offering a comprehensive portfolio of professional services organized around core accounting, audit, tax, and consulting capabilities. The firm provides Accounting Services, Audit & Compliance, Benefit Plan Services, Bookkeeping & Payroll Services, Business Valuation, Estate Planning, Fraud Detection & Deterrence, Predominant Use Studies, Tax Advisory & Compliance, and Whitinger Financial Advisors for investment management. The service portfolio spans assurance engagements (audits, reviews, compilations), tax preparation and planning, bookkeeping and payroll processing, and specialized advisory services. The firm also offers industry-specific specializations including Construction Industry Services, Financial Institutions Services (serving banks and credit unions), and Nonprofit Services. Services are delivered through offices in Muncie and Fishers, Indiana, serving individual, business, and nonprofit clients throughout Central Indiana.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services Comprehensive accounting services including internal audits, financial statement preparation, general ledger maintenance, monthly and year-end closing assistance, payroll and sales tax return preparation, account reconciliations, controller/bookkeeper staffing, payroll and accounts payable processing, accounting systems design, staff training, depreciation schedules, and accounting software assistance. Designed for small-to-mid-size businesses, nonprofits, and individuals requiring ongoing accounting support.
• Audit & Compliance Assurance services at three levels — Audit (intensive examination with highest assurance), Review (analytical procedures with limited assurance), and Compilation (for internal use) — using risk-assessment evaluations and auditing software integrated with tax return systems. Provided primarily to banks, credit unions, employee benefit plans, construction companies, and nonprofit organizations.
• Benefit Plan Services Employee benefit plan audit and assurance services covering 401(k), 403(b) tax-sheltered annuity plans, profit-sharing plans, defined benefit plans, health and welfare plans, money purchase pension, and multi-employer plans, including fiduciary obligations oversight, Form 5500 preparation, and DOL/IRS compliance guidance.
• Bookkeeping & Payroll Services Ongoing bookkeeping (accounts receivable, accounts payable, reconciliations, month-end close), recurring payroll processing with direct deposits and payroll tax filings, W-2/1099 preparation, sales-and-use-tax processing, report generation, invoicing, data entry, and QuickBooks consultation. Delivered as ongoing service retainers to small businesses and nonprofit organizations.
• Business Valuation Business appraisal services for closely held businesses across industries, covering purchase or sale valuations, management buyouts, leveraged buyouts, bank financing analysis, financial restructuring, valuation of subsidiaries and divisions, and IRS dispute support for officer compensation determination.
• Estate Planning Estate planning services facilitating orderly asset transfer, surviving-spouse security, and estate tax reduction. Includes will and trust reviews, probate expense reduction, estate and trust tax returns, living wills and trusts, lifetime family wealth transfers, family partnerships, and business succession planning. Aimed at high-net-worth individuals and closely held business owners.
• Fraud Detection & Deterrence Occupational fraud detection and deterrence including fraud investigation, expert witness testimony, personnel interviews, court-grade investigation reports, transaction tracing, internal control assessment and implementation, risk assessment, and fraud-awareness training.
• Predominant Use Studies Indiana sales and use tax exemption studies for manufacturers demonstrating that at least 50% of utility consumption qualifies for exemption, including complete study, refund claims, and compliance with Indiana tax code for refunds covering up to 36 months. Typically performed on a percentage-of-refund contingency basis with a flat-fee option.
• Tax Advisory & Compliance Tax planning and return preparation for individuals, partnerships, corporations, trusts, estates, and nonprofits, including real estate cost segregation, mergers and acquisitions, IRS and state tax authority representation, new business entity selection, buy-sell agreements, pension plan consultation, employee benefit plan returns, property tax returns, and multi-state and local tax compliance.
• Whitinger Financial Advisors Fee-based investment management and planning services offered through Whitinger Financial Advisors LLC (a separate business entity since 2001 and wholly-owned subsidiary since 2001). Covers investment management, individual retirement planning, estate planning, business transfer, and money management, coordinated with the firm's tax strategy team to maximize overall after-tax return. Affiliated with Intrepid Financial Planning Group LLC (a Registered Investment Advisor) which is owned in part by Whitinger Financial Advisors.
• Construction Industry Services Comprehensive financial solutions for design-build contractors, heavy construction, general contractors, subcontractors, developers, and construction managers: audits, reviews, compilations, agreed-upon procedures, forensic accounting, individual and corporate tax planning, multi-state tax returns, job efficiency and profitability analysis, cash flow analysis, overhead rate analysis, benchmarking, business valuation, surety relationship consulting, cost allocation, budgeting, claims analysis, management advisory, and succession planning.
• Financial Institutions Services Specialized services for banks and credit unions through the dedicated Financial Services Group: supervisory committee audits, certified audits, internal control assessments, BSA compliance audits, BSA validation testing, ACH audits, SAFE ACT audits, merger planning and accounting, tax planning and preparation, and accounting consulting.
• Nonprofit Services Professional services for charitable organizations, foundations, membership organizations, and associations exempt under Section 501(c): audit, review, compilation, payroll and accounting consulting, QuickBooks ProAdvisor consulting, internal control analysis, 990 and 990T preparation and filing, forensic accounting and fraud investigation, cost allocation methods, and financial needs analysis.

Quantifiable outcome

• $32,000 in refunds plus future savings for an automotive industry manufacturer through predominant use studies
• +2 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Intrepid Financial Planning Group LLCcoreStrategic or Co-development PartnerIntrepid Financial Planning Group LLC is a Registered Investment Advisor that provides investment services in affiliation with Whitinger Financial Advisors. Whitinger Financial Advisors maintains an ownership stake in Intrepid, enabling integrated investment management and financial planning services.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Plante Moran: Large national CPA and advisory firm serving middle-market companies, with growing Indiana presence. Comparable at the service-line level (audit, tax, advisory) though materially larger and broader in scope.
• Crowe LLP: Major national CPA and advisory firm with significant Indiana presence (including Indianapolis offices). Operates broadly across audit, tax, and advisory — not a niche specialist but competes for the same Indiana financial-institution and audit clients as Whitinger.
• Forvis (formerly BKD + DHG): Top-10 national CPA and advisory firm formed by BKD/DHG merger, with strong Indiana footprint. Competes for credit union, nonprofit, and construction industry audits at scale that Whitinger cannot match.

Direct peers

• LWG CPAs: Indianapolis-based CPA firm providing audit, tax, and consulting to closely held businesses, nonprofits, and individuals. Direct regional peer competing for the same Indiana mid-market and nonprofit audit work.
• Blue & Co. Carmel, Indiana-based CPA and advisory firm providing audit, tax, and consulting to closely held businesses and individuals across the Midwest. Comparable regional mid-market CPA peer.
• Somerset CPAs: Indianapolis-based CPA firm offering tax, audit, and advisory services to businesses, nonprofits, and individuals in Central Indiana. Direct regional peer with overlapping client base.
• Katz Sapper & Miller (KSM): Larger Indianapolis-based CPA and advisory firm with comparable service lines including audit, tax, and advisory. Closest direct competitor for mid-market and nonprofit audit engagements in Central Indiana.
• Greenwalt Sponsel & Co. Indianapolis-based CPA and advisory firm serving privately held businesses, family-owned enterprises, and individuals. Comparable regional peer with similar middle-market client focus.
• Dauby O'Connor & Zaleski (DOZ): Indianapolis-based CPA and advisory firm of similar size serving Indiana businesses, nonprofits, and individuals. Directly comparable — Cole Melham, Whitinger's new Tax Manager, previously spent seven years at DOZ, evidencing direct labor-market and service overlap.
• Harding Shymanski & Co. Evansville, Indiana-based CPA and advisory firm serving businesses and individuals across Indiana and the Midwest. Comparable regional CPA peer with similar full-service practice.

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WhitingerandCompany
• LinkedInlinkedin.com/company/whitinger-&-company-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 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 Whitinger & Company