Bianca Ruiz transitioned into franchising after a successful career working at an accounting firm and later running her own tax practice. Together with her husband, Chris Cruz, she decided to explore franchising as a way to expand their entrepreneurial efforts. As a retired airman, Cruz is involved in a program that helps veterans buy franchises, which is how the pair came across BooXkeeping. It was the bookkeeping franchise’s small, transparent and family-oriented culture that attracted them and brought them face-to-face with the brand’s founder and CEO, Max Emma. 

Although they are just beginning their journey, with plans to open in January of 2025 in Contra Costa County, California, Ruiz is eager to grow the business while balancing her role as a full-time mom, driven by a desire to create a legacy for their children.

Ruiz took the time to chat with 1851 Franchise to discuss all of this and more. Here’s what she had to say.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Bianca Ruiz: Prior to entering the world of franchising, my career was rooted in tax services. I spent six years at Ernst & Young, after which I launched my own tax practice in January 2021. My husband Chris and I had always envisioned expanding our entrepreneurial efforts, and franchising presented a natural progression that aligned with my professional background. Chris, an Air Force veteran, was introduced to BooXkeeping through Vetreprenuer, a program that helps veterans become franchisees. Together, we saw this as an exciting opportunity to combine our skill sets and entrepreneurial drive. 

1851: What was your perception of franchising before becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Ruiz: Although we’re at the very beginning of our journey, we’ve already come to appreciate the structure franchising offers. For individuals new to an industry, a franchise provides a roadmap for success, eliminating much of the trial and error that can come with starting a business independently. Over the past few years, we explored several franchise opportunities but felt that BooXkeeping offered the best fit for us, both in terms of values and growth potential.

1851: What made you choose this brand? What excites you most about this company?

Ruiz: We were particularly drawn to the people behind the brand. Conversations with the founder, Max Emma, impressed us with their transparency and genuine passion for the business. The smaller size of BooXkeeping appealed to us as well, as it fosters a close-knit, family-oriented culture where franchisees have direct access to leadership. This level of personal attention is something we didn’t encounter with larger, more established franchises, and it was a key factor in our decision.

1851: What’s your big goal for your first year?

Ruiz: Our primary goal for the first year is to scale the business while maintaining efficiency and delivering high-quality service. We aim to build a strong client base, retain those clients and ensure their satisfaction as we immerse ourselves in the world of bookkeeping. While I have an extensive background in tax services, this represents an exciting new chapter for me and I’m eager to expand my expertise.

1851: What’s the one thing about your story you want us to know?

Ruiz:  Family is at the core of everything we do. I’m a stay-at-home mom and that role remains a priority. Chris and I view BooXkeeping as an opportunity to build something meaningful that we can eventually pass on to our children. Our long-term vision is to not only to grow within BooXkeeping but to explore additional entrepreneurial ventures in the future, all with the goal of creating a lasting legacy for our family.

1851: What advice do you have for aspiring franchisees?

Ruiz: Thorough research is critical. We took the time to speak with existing franchisees across the various brands we were considering to gain insight into their experiences. Additionally, sometimes the best course of action is simply to start. When I launched my tax practice, I was initially hesitant due to the responsibility it entailed, but it ultimately allowed me to balance my career with my family life. For anyone considering franchising, my advice is to trust the process. Conduct your due diligence, and if something resonates with you, take the leap — the only way to truly determine if it’s the right fit is to try.

ABOUT BOOXKEEPING:
BooXkeeping is a bookkeeping franchise that combines professional expertise with genuine human connection to provide cutting-edge bookkeeping services for small and medium-sized businesses, franchisees, franchisors, CPA firms and more. 

Founded by Max and Elena Emma, two entrepreneurial immigrants with in-depth experience in finance and accounting, the brand’s journey spans over 20 years. Today, with nine franchise locations across the country and one corporate location, BooXkeeping has emerged as a unique player in the bookkeeping industry, emphasizing a human-driven approach and personalized service.