Gonzales

What Gonzales does

The Gonzales Group, CPA is a privately-held, founder-owned accounting and tax practice headquartered at 7800 IH 10 West, Suite 505 in San Antonio, Texas. Founded in 1980 by Norbert Gonzales, Jr., CPA, JD, the firm has served the San Antonio area for more than 40 years from a single office, with a team that includes the founder, Tax Manager Pamela G. Martin (CPA, joined 2010, 31 years of accounting experience), and Office Receptionist Rose Ann Hune (since Spring 2016). The firm offers an integrated suite of professional services — monthly accounting and bookkeeping, full-service payroll processing, tax preparation and planning for all entity types, business consulting, and in-house legal services (contracts, wills, trusts, estate planning, probate) — under one roof, leveraging the founder's dual CPA/JD credentials.

The firm differentiates through vertical specialization, offering fixed-fee packaged solutions for restaurants/food service (20+ years of niche experience) and healthcare/medical practices, alongside general services for service businesses, contractors, and retail. Technology is conventional for the profession: QuickBooks Online and Desktop (via certified ProAdvisor status), a NetLinksolution secure client portal providing 24/7 document and financial data access, PayPal.me for invoicing, Bill.com for accounts payable, plus client-facing tools including a Refund Tracker, financial calculators, and the Eye On Money newsletter. Marketing is content-led via an active blog, SEO, Facebook, and LinkedIn.

The business model combines recurring monthly accounting and payroll subscriptions with project-based tax preparation, consulting, and legal fees. Pricing is "pay-as-you-go" with no multi-year contracts, a free initial consultation is offered, and fixed-fee industry packages are billed monthly. Revenue is not disclosed, and there is no evidence of external investment, subsidiaries, or M&A activity. The firm is the ultimate definition of a stable, founder-led local professional services practice whose primary risks are key-person dependency on the founding partner and concentration within a single metropolitan market.

Name

Gonzales

Legal name

Gonzales Group, CPA

Website

https://gonzalesgroupcpa.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Gonzales Group, CPA is a founder-owned San Antonio accounting practice offering monthly accounting, payroll, tax preparation, business consulting, and in-house legal services to small and medium businesses, with specialized fixed-fee packages for restaurants and healthcare practices.

Ownership category

akta.pro rank

Product category

Accounting & Tax Services

NAICS

Offices of Certified Public Accountants (541211), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Offices of Lawyers (541110)

SIC

Services-Legal Services (8111)

akta.pro industry

PRIMARYBPAAAGAJ

Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting)

Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/Finance & Accounting Outsourcing (AP/AR, GL, Billing)

Keywords

• Accounting services
• Tax preparation planning
• Payroll processing
• Small business bookkeeping
• Business consulting

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accounting/Bookkeeping Services: Monthly accounting services including financial statement preparation, bank statement reconciliation, credit card reconciliation, and real-time financial reporting. Services performed in real-time with 24/7 online access.
2. Payroll Processing Services: Full-service payroll processing including check processing, printing, direct deposit, W-2 processing, quarterly and annual payroll tax filing. Assigned dedicated payroll expert for continuity.
3. Tax Preparation and Planning: Tax preparation and planning for sole proprietorships, partnerships, LLCs, S-Corporations, and C-Corporations. Available for existing accounting/payroll clients. Includes tax strategy, formation, planning, and representation.
4. Business Consulting and Financial Planning: Business consulting for buying/selling businesses, financing, entity selection, business plans, financial projections. Wealth management through affiliated Wealth Management LLC for insurance and investment solutions.
5. Legal Services: Attorney Norbert Gonzales, Jr. provides legal services including contracts, leases, wills, trusts, powers of attorney, estate planning, and probate matters for established clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Gonzales Group is a San Antonio CPA firm providing monthly accounting/bookkeeping, full-service payroll processing, tax preparation and planning for all entity types (sole proprietorships, partnerships, LLCs, S- and C-Corporations), and in-house business consulting and legal services (contracts, wills, trusts, estate planning) through its CPA/JD founder. The firm delivers these services via a paperless, technology-enabled platform with QuickBooks integration and 24/7 secure client portal access, and offers fixed-fee specialized service packages for restaurant and medical/dental healthcare practices.

Product overview

The Gonzales Group is a CPA firm offering an integrated suite of professional services for small businesses. The core offerings include Accounting Services, Payroll Services, Tax Preparation and Planning, and Business/Financial Planning with Legal Services. The firm provides industry-specific service packages for restaurants and healthcare practices, complemented by client-facing digital tools including a Refund Tracker and Financial Calculators. All services are delivered through an advanced technology platform providing 24/7 online access to financial data, with QuickBooks integration for accounting workflow management.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services Full-service monthly accounting for small and medium-sized businesses, including bank statement reconciliation, credit card reconciliation, financial statement preparation, and tax return assistance, supported by 24/7 online client access to financial data.
• Payroll Services Complete payroll outsourcing for businesses, including check processing and printing, direct deposit, W-2 processing, and quarterly and annual payroll tax filing and reporting, with a dedicated payroll expert assigned to each client for continuity.
• Tax Preparation and Planning Business tax planning and preparation for sole proprietorships, partnerships, LLCs, S-Corporations, and C-Corporations, including entity formation advice, tax strategy, tax representation, and electronic filing (e-file). Available for the firm's existing bookkeeping and payroll clients.
• Business, Financial Planning and Legal Services Integrated consulting, wealth management, and legal services including buying and selling businesses, financing, entity selection, business plans and financial projections, insurance and investment solutions through an affiliated Wealth Management LLC, plus in-house legal services such as contracts, leases, wills, trusts, powers of attorney, estate planning, and probate matters delivered by attorney Norbert Gonzales, Jr.

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• QuickBooks (Intuit)coreTechnology or IntegrationQuickBooks ProAdvisor partner providing expert QuickBooks support and training for clients using both QuickBooks Online and QuickBooks Desktop versions. Links to Intuit QuickBooks community support page provided.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bench: Tech-enabled bookkeeping and tax service for SMBs delivered on a monthly subscription basis; competes directly with The Gonzales Group's monthly accounting service for the same small-business client base, but at significantly lower price points via automation.
• Pilot: Subscription bookkeeping, tax, and CFO services aimed at startups and SMBs; a direct competitor to The Gonzales Group's monthly accounting and advisory offering with a technology-forward delivery model.
• Padgett Business Services: National franchise network of small-business accountants providing monthly accounting, payroll, and tax services to SMBs; competes for the same clients as The Gonzales Group with a distributed owner-operator model.

Broad incumbents

• Wipfli: Top-20 US accounting and advisory firm with a strong SMB and middle-market practice; comparable service mix (accounting, tax, payroll, advisory) and a likely aggregator of smaller CPA firms like The Gonzales Group.
• Insperity: Provider of HR, payroll, and benefits administration plus related accounting support to SMBs; an adjacent competitor for payroll and back-office services of the kind The Gonzales Group packages into its monthly offering.
• Xero: Cloud accounting software provider with an advisor directory that connects SMBs to local bookkeepers and accountants; a broad incumbent shaping the SMB accounting tooling stack and competitive context for traditional CPA firms.
• QuickBooks Live (Intuit): Intuit's bundled bookkeeping service for QuickBooks customers; a broader incumbent that offers monthly bookkeeping similar to The Gonzales Group, leveraging the QuickBooks platform the firm already supports as a ProAdvisor.
• CliftonLarsonAllen (CLA): Large US accounting and professional services firm serving SMBs, restaurants, healthcare, and construction; offers overlapping vertical expertise and an established playbook for acquiring small local CPA practices.
• ADP Small Business: Large-scale payroll processing provider serving SMBs with automated payroll, tax filing, and HR; competes with The Gonzales Group's full-service payroll offering on price, scale, and self-serve convenience.

Emerging players

• Botkeeper: AI-assisted bookkeeping platform serving small businesses and accounting firms; competes for the same SMB bookkeeping wallet and increasingly offers white-label options that erode traditional CPA-firm pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheGonzalesGroupCPAs
• LinkedInlinkedin.com/company/the-gonzales-group
• Xx.com/thegonzalescpa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Gonzales