A dozen or so years ago Jennie Moore was at a crisis point. Her busy bookkeeping practice was running on whatJennie Moore Pic she calls a ‘traditional workflow’ – driving to clients’ offices, using their desktops and “touching a hell of a lot of paper.”

“With three kids and a booming business I was going to crash and burn if I didn’t find efficiencies. I stumbled upon cloud computing and it was literally my saviour,” says Moore.

Today, she’s all about technology in her business, Moore Details. In addition to the flexibility of working from home, less driving to clients’ offices and less paper to push, a cloud-based practice (primarily using Xero and QuickBooks Online) has enabled her to spend more time building actual relationships.

“It’s all about having deeper, more meaningful connections with my clients, and not their paper,” she says.

I see my job as not just providing data to clients but acting as a strategic advisor too: helping them navigate and understand it to plan accordingly, set milestones and goals, manage costs, and chart next steps.
Jennie Moore, Founder, Moore Details Inc.

Moore Details is now a virtual boutique firm focusing on high value clients, providing feedback and advice concerning their financial health, and “delivering good, clean data.” By this Moore means data that is reconciled, up-to-date, and easily understood by all relevant stakeholders who need to access it.

But,” she adds, “you can’t just hand over a profit and loss statement and say ‘good luck with that’. I see my job as not just providing data to clients but acting as a strategic advisor too: helping them navigate and understand it to plan accordingly, set milestones and goals, manage costs, and chart next steps.”

More recently, her focus has shifted to assisting large organizations and helping companies adopt cloud technology after years of using outdated tools. With a savvy mindset and crafty financial technology (#FinTech)  apps in her toolbelt, she has been progressively helping mid to large size organizations make improvements in their accounting workflow: “It’s not a sexy project to say the least. It takes gumption, experience and planning to help these organizations.”

As an App Advocate, Moore leverages an abundance of online tools to help her clients on this journey. Xero and QBO integrated apps like Practice Ignition and Hubdoc have been particularly helpful in creating time savings and efficiencies.

Current next steps are to integrate artificial intelligence (AI) using chata.ai into her workflows, inviting AI to empower her clients with access to their data even while she’s at the rink honing her awesome figure skating skills.

Bookkeepers need to stop charging by the hour like they’re some kind of call girl. Charging by the hour limits your growth…
Jennie Moore, Founder, Moore Details Inc.

Moore has also previously worked as a content writer and mentor in the Intuit Mentoring Program, advising both new and seasoned users on how to get the most out of QBO and its features.

“For seasoned users, I really help them navigate the apps. There’s so many new ones, like chata.ai, and it helps to have a recommendation from a trusted source on what might work best for their particular needs.”

Jennie Moore XeroFor new users, she says, their questions generally relate to how to value themselves once they’ve moved over to a cloud-based world, where work can be done so much quicker. A fixed fee, she believes, is the way to go.

“Bookkeepers need to stop charging by the hour like they’re some kind of call girl. Charging by the hour limits your growth: there are only so many working hours in the week, which puts a ceiling on how billable you can be.

“Fixed rates provide both the client and the bookkeeper with predictability in terms of cash flow and deliverables and keeps the engagement a lot tighter. I like to have a predictable work flow – what did we say we were going to do and how are we going to deliver on it”.”

Through it all though, the important thing is to not treat clients like a number, she advises.

“The relationship between clients and bookkeepers is like a marriage, and what’s the number one reason marriages break up? Money.”

Picture 1: photo courtesy of Jennie Moore
Picture 2: photo courtesy of Xero
Cherine Hlady

Author Cherine Hlady

Cherine Hlady is a freelance writer, editor and communications strategist. She develops and edits content – across a variety of print and digital mediums – for clients primarily in the high tech, government and not-for-profit sectors. She lives in Calgary, Alberta with her husband and two young children.

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