About Us

Hey, I’m Jamie Trull

I’m a CPA, business finance educator, and the author of Hidden Profit.

I help small business owners understand their numbers, feel confident about money, and make financial decisions that actually support their lives—without shame, jargon, or overwhelm.

This work isn’t about being perfect with money.
It’s about having clear systems, the right information at the right time, and a next step that actually fits where you are.

Not sure where to start?

Take the Profit Path Diagnostic to find the next right step for your business in under 2 minutes. > Take the Quiz

What We Do Here

We help small business owners:

Get organized and understand what their numbers are really telling them
Improve cash flow and pay themselves more consistently
Make smart, ethical tax decisions as their business grows
Build businesses that support real life—not constant burnout

Along the way, we share trusted tools, platforms, and resources we actually believe in, so you don’t have to guess or sort through conflicting advice on your own.

Everything we teach is designed to be:

Practical
Stage-appropriate
Calm and confidence-building

How We Help and Where to Start

Most business owners come to us feeling capable, motivated, and serious about their work—but unsure where to focus first when it comes to money.

Instead of asking you to do everything at once, we help you understand what matters most right now, based on what your business actually needs today.

You don’t need to label yourself or fit into a category.
Just start with what feels most familiar.

If you are feeling overwhelmed or avoiding your numbers

This is where most business owners start—building a solid financial foundation.

You might feel unsure how much you’re really making or keeping, behind on bookkeeping, or anxious about tax time because things don’t feel organized.

At this stage, the goal is clarity and organization—not optimization.

Here’s where to start:

Hidden Profit: Take Control of Your Finances, Stop Leaving Money on the Table, and Create Abundance in Your Business, Jamie Trull’s book, which helps business owners understand how money actually moves through their business and why so many people feel confused or behind even when they are doing well. The book is designed to reduce anxiety, shift perspective, and help you see your finances more clearly before trying to fix everything at once.
Our Profit Path Diagnostic: get a personalized next step based on where your business is right now.
Our Accounting Clarity Quiz, which helps you assess how well your business finances are currently set up and points you toward the most helpful next step based on your answers.
Our Financial Organization Checklist, which walks through the foundational systems every business needs, including banking, expense tracking, document organization, and basic cash planning.
Our Profit and Loss Template and Dashboard, a simple tool for tracking income and expenses without needing complex accounting software.
Our Financial Fitness Basics course, which teaches the fundamentals of business accounting, entity setup, and financial systems in a clear, non-intimidating way.
We also share recommendations for business banking and accounting software that support clean, simple setups for small businesses. Learn more here.

If you are making money, but it does not feel reliable

This is where we shift from making money to actually keeping it.

You may have consistent revenue, but still struggle with paying yourself, managing cash flow, or feeling stretched thin.

At this stage, the focus is on improving how money flows through your business.

Helpful resources include:

Our Money Personality Quiz helps you understand the underlying habits, strengths, and challenges that influence how you earn, spend, save, and price in your business. Based on the Sacred Money Archetypes® framework, the quiz reveals why certain financial behaviors feel easy while others feel consistently difficult, and how those tendencies may be affecting your cash flow, pricing, and consistency.
Our PROFFIT Plan™ framework, which introduces a simple system for deciding how your profit is allocated so you can pay yourself, prepare for taxes, and plan ahead more intentionally.
Our Cash Flow Forecast Template, which helps you anticipate future income and expenses so you can make decisions with more confidence and less stress.
We also provide guidance on payroll platforms and systems that support consistent owner pay and smoother cash flow management. Learn more here.

If you are ready for smarter growth and tax strategy

This is where strategy matters most—keeping more of what you earn.

You may already be profitable and thinking about bigger decisions like reducing taxes, electing an S Corp, or structuring your pay.

At this stage, clarity and alignment matter more than shortcuts.

Helpful resources include:

Our S Corp Switch Masterclass, which explains how S Corps work, who they are best suited for, and how to evaluate whether this structure makes sense for your business.
Our S Corp Toolbox, which provides calculators, guidance, and resources to help you determine potential tax savings, set up reasonable compensation, and navigate S Corp compliance.
Our Savvy S Corp Owner Masterclass, which focuses specifically on paying yourself correctly as an S Corp owner and understanding reasonable compensation requirements.
Our Reasonable Compensation Study and Report, which provides documentation and support for determining an appropriate salary if you are operating as an S Corp.
Our Hiring Your Kids 101 Masterclass and Hiring Your Kids Toolkit, which explain how to legally hire your children in your business and use this strategy responsibly as part of a broader tax plan.
We also share recommendations for payroll, accounting, and financial planning tools that support more advanced business structures and long-term decision-making. Learn more here.

Our Approach

We believe financial clarity should feel empowering—not intimidating.

Education should come before recommendations.
And the right strategy always depends on timing, not trends.

Our role isn’t to push you toward the most advanced option.
It’s to help you understand your numbers well enough to make confident decisions for yourself.

Learn more about us on our website.

About Jamie

After leaving the corporate finance world, I founded Balance CFO after seeing how many small business owners were expected to make big financial decisions without being given real education.

With over 15 years of experience—including leadership roles within the Coca-Cola system—I now focus on translating complex financial concepts into practical, real-world guidance entrepreneurs can actually use.

Since shifting to an education-based business in 2020, I’ve helped over 10,000 business owners through tools and programs—and hundreds of thousands more through free content.

I’m not here to scare you, sell you shortcuts, or drown you in spreadsheets.

I’m here to help you understand your numbers and use them to build a business (and life) that works for you.

Remember, there’s Power in Numbers!

— Jamie