SourceUP
SourceUP is a woman-owned, Indianapolis-based fractional CFO and bookkeeping firm serving service-focused for-profit SMBs generating $500K+ revenue, offering a SetUP Phase project plus monthly retainers starting at $1,250/month.
- Company typePrivate
- Founded2019
- HeadquartersIndianapolis, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What SourceUP does
SourceUP Indy LLC is a woman-owned, Indianapolis-based fractional CFO and bookkeeping firm founded in 2019 by Christina Martin, who brings ~10 years of corporate experience at GE Healthcare and Miller Brewing Company/MillerCoors. The firm operates a dual-level service model: a 45-90 day project-based SetUP Phase (priced $3,500-$20,000) that establishes financial controls, pricing analytics, and operational processes, followed by customized monthly retainers starting at $1,250/month for ongoing CFO-level guidance, financial statement review, budgeting/forecasting, cash flow management, and operational support. Target clients are service-focused for-profit SMBs generating $500K+ annual revenue with at least three contractors or employees.
The technology stack is intentionally light: QuickBooks Online for accounting, Loom for SOP documentation, LastPass for credential management, and Calendly for scheduling. No proprietary software, AI capabilities, or APIs are disclosed. Service delivery is founder-and-fractional-CFO-led, supplemented by a core CPA partnership with Beyond Accounting (Jennifer Schmitz) for tax filings and minor partnerships with legal, retirement, and payroll providers (Accupay). The firm recently transitioned from a Broad Ripple office back to remote operations, consistent with a lean, boutique practice model.
Go-to-market is consultative and direct: a structured 6-step funnel (30-minute MeetUP, deeper dive, proposal, MSA, SetUP, retainer) targets SMB owners in the Indianapolis area. Marketing relies on content (blog, 'The UPside' newsletter, Instagram, LinkedIn) and case studies. No external funding has been raised, the team consists of 2-3 personnel, and the company is privately held with ownership concentrated in the founder. Geographic scope is explicitly limited to Indianapolis, Indiana.
SourceUP firmographics
Firmographics- Name
- SourceUP
- Legal name
- SourceUP Indy LLC
- Website
- https://sourceupindy.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SourceUP is a woman-owned, Indianapolis-based fractional CFO and bookkeeping firm serving service-focused for-profit SMBs generating $500K+ revenue, offering a SetUP Phase project plus monthly retainers starting at $1,250/month.
- Ownership category
- akta.pro rank
SourceUP industry classification
Industry- Product category
- Financial Advisory and Bookkeeping Services
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Outsourced Finance & CFO Services (BPAHABAE)
Keywords
Where SourceUP is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SourceUP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- SetUP Phase (Project-based): One-time comprehensive setup phase (typically 45-90 days) that transitions businesses to a new level of understanding, integrating streamlined processes, compliance, and analytical excellence. Includes financial statement review, controls implementation, pricing analysis, and operational improvements. Investment ranges from $3,500 to $20,000 depending on business size and complexity.
- Monthly Retainer Services: Ongoing monthly retainer services following SetUP Phase completion. Services include financial statement review, budgeting/forecasting, pricing analytics, cash flow management, CFO-level guidance, and operational support. Customized based on business size and complexity. Starting at $1,250 per month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | SetUP Phase (Project-based) |
| Subscription | Monthly | Monthly Retainer Services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
SourceUP product offering
Product offeringCore offering
SourceUP provides fractional CFO and COO advisory services to small service-focused for-profit businesses through a dual-level structure. The SetUP Phase is a 45-90 day project-based engagement that implements financial processes, controls, pricing analysis, and compliance foundations, with investments ranging from $3,500 to $20,000. Ongoing Services then deliver continuous monthly retainer-based financial management, budgeting and forecasting, cash flow management, CFO-level strategic guidance, and operational support starting at $1,250 per month.
Product overview
SourceUP is a fractional CFO and COO services firm offering a dual-level service structure consisting of the SetUP Phase (an initial comprehensive financial and operational implementation project) and Ongoing Services (monthly retainer-based support). The SetUP Phase establishes processes, controls, and data analysis foundations over 45-90 days, while the Ongoing Services provide continuous strategic and transactional financial management through customized monthly retainers. SourceUP specializes in serving service-focused for-profit businesses with at least three contractors/employees generating approximately $500K+ in annual revenue.
Differentiator
Problem solved
Functional benefit
Products and services
- SetUP Phase Project-based engagement (typically 45-90 days) that transitions a small service-focused business to a new level of financial understanding by integrating streamlined processes, internal controls, compliance, pricing analysis, and analytical foundations; designed for for-profit service businesses generating roughly $500K+ in revenue with 3+ contractors or employees.
- Ongoing Services (Monthly Retainer) Customized monthly retainer engagement following the SetUP Phase, providing continuous financial statement review, budgeting and forecasting, cash flow management, pricing analytics, accounts payable/receivable management, CFO-level strategic guidance, operational process support, and retirement plan implementation; starting at $1,250 per month and tailored to business size and complexity.
Quantifiable outcome
- 90% of revenue transitioned from annual to multi-year contracts
- +7 more outcomes
Companies that use SourceUP
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles1 record
SourceUP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
SourceUP partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Beyond Accounting (Jennifer Schmitz)coreCPA and accounting partnership for tax filings, reviews, and sign-offs. Jennifer Schmitz from Beyond Accounting serves as SourceUP's CPA partner, handling tax return preparation and identifying issues such as tax fraud. This partnership allows SourceUP to offer comprehensive tax compliance and advisory services to clients.
- Legal FirmsminorSourceUP partners with legal firms to provide comprehensive business solutions, particularly for contract reviews, operational processes, and business structuring.
- Retirement Plan ProvidersminorSourceUP partners with retirement plan providers to implement retirement plans (Simple IRA, 401K) for clients as part of their benefits and tax optimization strategy.
- AccupayminorPayroll partner referenced for guidance on hiring children as a tax savings strategy. Accupay provides expertise on payroll-related tax optimization strategies.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
SourceUP competitors and assessment
Company assessmentDirect peers
- Pilot: Pilot provides bookkeeping, accounting, and CFO services for SMBs and startups, combining technology (including an automated bookkeeping platform) with human service delivery - very similar dual-level model to SourceUP but at national scale.
- Belay: Belay provides outsourced bookkeeping, CFO services, virtual assistants, and operations support to SMB owners - directly comparable service mix, scaling, and client acquisition model via content and referrals.
- Kruze Consulting: Kruze is a fractional CFO, accounting, and tax services firm for venture-backed startups with a similar transactional-plus-strategic bundle, though its ICP skews toward funded tech startups rather than service SMBs.
- Bench: Bench is a tech-enabled SMB bookkeeping and accounting firm with optional CFO add-ons, targeting a similar small-business client base but at national scale and with proprietary software.
- Acuity CFO: Acuity CFO is a fractional CFO and accounting services firm serving growing SMBs, with the same dual-level positioning combining bookkeeping/transactional work with strategic CFO guidance.
- Bookkeeper.com: Bookkeeper.com provides outsourced bookkeeping and basic controller services to small businesses with $500K-$50M revenue, covering an overlapping transactional-tier segment of SourceUP's ICP, though it stops short of full CFO advisory.
- Decimal: Decimal offers fractional CFO, bookkeeping, and accounting services to SMBs including finance team-as-a-service - an overlapping offering bundle to SMBs at similar price points.
Broad incumbents
- Paro: Paro operates a marketplace model connecting SMBs with fractional finance and accounting talent (bookkeepers, controllers, CFOs), competing in the same outsourced-finance talent category but with a technology/marketplace structure rather than a direct service model.
Emerging players
- LiveFlow: LiveFlow builds QuickBooks/Xero-integrated financial reporting and dashboards aimed at accountants and finance teams serving SMBs - an adjacent technology that increasingly substitutes for portions of SourceUP's manual bookkeeping and reporting work.
- Finally: Finally is an SMB-focused automated bookkeeping, bill pay, and reconciliation platform - it competes for the transactional tier of SourceUP's offering with a software-first, lower-cost model that could pressure advisory-only pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SourceUP social profiles
Digital presenceSourceUP compliance and trust
Trust signalCompliance1 record
SourceUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
SourceUP leadership team
Management profileNumber of profiles
Profiles2 records
SourceUP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SourceUP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SourceUP
What does SourceUP do?
SourceUP provides fractional CFO and COO advisory services to small service-focused for-profit businesses through a dual-level structure. The SetUP Phase is a 45-90 day project-based engagement that implements financial processes, controls, pricing analysis, and compliance foundations, with investments ranging from $3,500 to $20,000. Ongoing Services then deliver continuous monthly retainer-based financial management, budgeting and forecasting, cash flow management, CFO-level strategic guidance, and operational support starting at $1,250 per month.
Is SourceUP a public or private company?
SourceUP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SourceUP founded?
SourceUP was founded in 2019. It employs 1 to 10 people.
Where is SourceUP based?
SourceUP is headquartered in Indianapolis, United States, in the North America region.
How does SourceUP make money?
Two revenue lines are on record. SetUP Phase (Project-based) is the primary driver. The others are monthly Retainer Services.
Who are SourceUP's main competitors?
Direct peers on record are Pilot, Belay, Kruze Consulting, Bench, Acuity CFO, Bookkeeper.com and Decimal. Paro is listed as a broad incumbent. Emerging players are LiveFlow and Finally.
Does SourceUP have an API?
No public API is recorded for SourceUP.
What industry is SourceUP in?
SourceUP's product category is Financial Advisory and Bookkeeping Services. Its primary akta.pro industry code is BPAHABAE, Outsourced Finance & CFO Services. Its SIC code is 8742.