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How BooXkeeping's ‘Cooler’ Approach Is Revolutionizing Accounting

From small and medium-sized businesses to accountants, franchisors and franchisees, BooXkeeping treats each and every client like a real person — not just another line in a ledger.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 9:09AM 12/07/23

Bookkeeping may be about the numbers, but BooXkeeping, the emerging brand that provides cutting-edge, online bookkeeping services for small and medium size businesses, is about so much more. Founded by Max Emma and Elena Emma, two finance experts with a flair for innovation, BooXkeeping is on a mission to change the way organizations handle their finances by bringing a fresh, human-centered approach to the often mundane world of accounting.

“Our mission is simple: make bookkeeping cool,” said Max. “Our revolutionary approach, which focuses on the human aspect of the business, transforms the mundane task of bookkeeping into an exciting and personal experience, fostering a culture where clients feel alive and supported.”

A History of Genuine Connection

From day one, BooXkeeping’s focus on empathy and communication has not only guided the company’s journey but also shaped the way every single person on the team interacts with its clients. 

BooXkeeping's inception is rooted in the diverse experiences and challenges faced by its founders. Max, who emigrated from the former Soviet Union, ventured into entrepreneurship after a stint in corporate accounting, only to face bankruptcy due to challenging economic times. This pivotal moment led to a profound realization about the disparity and inefficiencies in the bookkeeping industry, sparking the creation of BooXkeeping in their garage. Since then, their unique journey, marked by both personal and professional challenges, instilled in BooXkeeping a deep understanding of clients' needs in the complex financial world, focusing on making accounting a more personal and supportive experience. 

“The BooXkeeping culture is all about believing that ‘Kings Are the Ones Who Serve’,” Elena said. “We take care of our clients on a regular basis, going through the ups and downs, highs and lows and everything that comes along the way. Everyone dreads seeing their accountant, but we hated that mentality. We want clients to walk out of the office feeling alive, supported and excited. Finance is a very personal matter — the only thing more personal is sex. There are a lot of personal feelings that are tied up in accounting. We wanted to respect that and do things differently.”

Today, BooXkeeping works with clients of all shapes and sizes across the country, including SMBs, franchisors and franchisees, as well as CPA firms and CFO outfits. Notably, BooXkeeping has become the preferred bookkeeping vendor for over 85 franchise brands in the U.S., including companies like FastSignsGameday Men's HealthSport Clips and more, carving out a unique niche as the franchise industry’s favorite bookkeeper. 

“Everybody needs bookkeeping services right now,” said Max. “After COVID-19, our brand became even more popular because people realized that taking care of these services themselves was a huge operation, especially with the economic slowdown. Many are questioning the need for a full-time bookkeeper when much of the work can be done more efficiently outsourced. That is where we come in.”

BooXkeeping with a Human Touch

From classifying transactions to preparing statements, BooXkeeping aims to be a true partner throughout the highs and lows of an organization's financial history.

“Clients aren’t just numbers in a spreadsheet," Max said. “They're collaborators in a path of progress and fiscal oversight. Recognizing the intimate nature of finance, BooXkeeping emphasizes nurturing connections, rather than solely tallying figures.”

With over two decades in the finance industry, BooXkeeping brings a depth of knowledge to help businesses navigate complex financial landscapes. Clients can get all the benefits of a fully staffed in-house bookkeeping team at a fixed monthly price that’s affordable on any budget, without the headaches of managing the staff.

“Hiring a full-time bookkeeper can cost tens of thousands of dollars per year,” said Max. “BooXkeepers work remotely at a fraction of the cost, and clients can pay as they go.”

Leveraging technology and insights, BooXkeeping provides cutting-edge services tailored to each business's unique needs. BooXkeeping supports and works with most major cloud-based accounting and bookkeeping software platforms, for example, including Quickbooks, Xero, AccountingSuite, NetSuite and Sage. 

But perhaps the aspect that makes BooXkeeping stand out most is its culture of #CoolBeanCounters. What does that mean? It means building a team of people who believe in being cool, acceptance and support, and constant growth — not just for business bookkeeping but on a personal level, as well.

"Let's be honest, bookkeeping is usually very boring, but we want to give new life to an old profession," said Max. “BooXkeeping franchisees are not just bookkeepers. They are business owners who understand the trials and tribulations of running a company. They ensure all clients can balance professional and personal development. BooXkeepers are cool, our partners are cooler and our clients are the coolest.”

A Reputation Beyond the Numbers

At BooXkeeping, it's not just about delivering bookkeeping services. It's about redefining an industry and putting the client at the forefront of every decision. And the industry is paying attention: The brand was recently awarded ClearlyRated’s Best of Accounting™ Award For Client Satisfaction in 2022.

“Since BooXkeeping took over six years ago, I haven't had to think about bookkeeping once,” said David K., a CPA, attorney and BooXkeeping client. “It's like a Swiss watch.”

“BooXkeeping rocks, is easy to work with, talented and makes our needs a priority,” said Rich O., business owner and BooXkeeping client. “Logically, we know they are working with multiple clients, but we never feel that way.”

For businesses looking to transform their bookkeeping experience and grow with a partner that truly understands their needs, BooXkeeping offers a new perspective on what accounting services can be. As a result, the brand has been expanding rapidly across the country and shows no signs of slowing down. 

“We're not just keeping books; we're building business success stories,” Max said. “And that's what I think makes us truly cool in the world of accounting.”

For more information on franchising with BooXkeeping, visit:

*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.