CPA. Part-Qualified ACCA. 20+ years in accounting and finance. And a genuine belief that growing businesses deserve the same financial rigor that large corporations get.
I spent over two decades working inside businesses across telecommunications, insurance, education, and professional services—watching how financial clarity (or the lack of it) determined whether companies thrived or struggled.
The pattern was always the same: the businesses that grew deliberately were the ones where the owners actually understood their numbers. Not just at year-end, but month by month, decision by decision.
The ones that struggled were often generating revenue—sometimes a lot of it—but had no real visibility into where that money was going, which clients were profitable, or whether they could afford the next hire.
I founded Ascend CFO Partners because I wanted to be the person who bridges that gap for growing businesses. Not just keeping the books—but turning those books into intelligence that owners can actually use to build something great.
Most bookkeepers stop at accuracy. I start there and go much further.
My background in Power BI and data analytics means I don’t just produce reports—I build dashboards that surface the story behind the numbers so you can act on them immediately.
My monthly advisory calls with clients aren’t status updates. They’re working sessions where we look at the data together and make decisions side by side.
I work with a deliberately small roster of clients. I’d rather give 10 businesses transformative guidance than give 50 technically accurate books they don’t know how to use.
Continuous learning is core to how I work. I’m constantly building new skills in data analytics, reporting tools, and financial strategy to bring the latest thinking to my clients.
When I’m not buried in financial statements, you’ll find me baking, practicing calligraphy, or spending time with my family and Koda the dog—my most loyal (and least financially savvy) companion.
I believe the best advisors are always still students. Whether it’s a new certification, a new data visualization technique, or a new industry to understand—curiosity is what keeps advice fresh.
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Everyday is an opportunity to learn. The moment you stop growing is the moment you stop serving your clients well.
Liza Guevara, CPA
Founder, Ascend CFO Partners
"Reliable, trustworthy, and efficient service is my best description for Liza Guevara’s bookkeeping and accounting. She helped my business submit income tax with no hassle. I will definitely recommend her expertise in your business accounting matters."
I offer a free 30-minute strategy call to every prospective client. No pitch. Just an honest conversation about where your business stands and what you actually need.