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Veteran-Owned • Former Field-Service Owner

Financial Control for Field-Service Owners

You didn't start your business to stare at spreadsheets. You started it to build something — for your family, your crew, your future.

Start Financial Review → Open Client Portal
⭐
★★★★★
5.0 Google Rating
👥
1,400+ Satisfied Clients · Specialized in Field Service
Nationwide
🎖️
Veteran-Owned
Military background
📊
QuickBooks Online
ProAdvisor

The Money Is Moving. The Control Is Missing.

Deposits, payroll, receipts, vehicles, crews, software reports, and bank activity are always moving. But when the books do not match reality, every decision becomes a guess.

☰

Records Everywhere

Receipts, statements, payroll, fuel, job costs, and software reports are spread across too many places.

⏱

Profit Feels Unclear

The software may show profit, but the books, bank, and receipts do not always agree.

⌛

Decisions Come Too Late

By the time the numbers are reviewed, the owner is already reacting instead of leading.

How Westen Advisory Helps You Regain Control

We review where the numbers stand, identify what needs attention, clean up approved issues, and help you stay current with better financial visibility.

00

Intake

You share what you have.

01

Diagnose

We find what's broken.

02

Cleanup

We fix it with your approval.

03

Monthly Close

Your numbers stay current.

04

Owner Action Plan

You know exactly what to do next.

Proprietary Technology

Your Own Control Center

Westen Advisory clients get exclusive access to the Westen Control Center — our proprietary app created to keep things moving.

💬

Fast, Direct Communication

No more email threads. Message your team directly and get answers fast.

📊

Real-Time Status Updates

Always know where your close stands — what's done, what's pending, and what needs your attention.

📁

Document Sharing

One secure place for everything. No back-and-forth over email.

🔒

Owner-Only Financial Visibility

Every monthly client gets a dedicated portal — one place for financials, communication, documents, and your monthly action plan. No emails lost. No spreadsheets. No guessing.

Access Your Portal →
Rafael Gottardi, Founder of Westen Advisory
Rafael Gottardi Founder, Westen Advisory
Veteran-Owned • Former Field-Service Owner • CPA Candidate • MBA

Why Westen Advisory Exists

MBA-educated. CPA-track. Built by someone who's been in the field.

You didn't start your business to stare at spreadsheets. You started it to build something — for your family, your crew, your future.

But somewhere between the jobs, the payroll, the trucks, and the customers — the numbers stopped making sense. You're working harder than you ever have. And you still can't answer the one question that keeps you up at night: Is this actually working?

Rafael Gottardi knows that feeling. He's been the guy managing crews, chasing invoices, and wondering why the bank account never matched what the software said. He served this country, built a business, and watched good owners lose control of their finances — not because they were careless, but because nobody ever gave them the right support.

Armed with an MBA from USC and CPA-track coursework from UCLA, Rafael didn't just study business — he lived it from the field up. He started Westen Advisory so that never has to be your story.

🛡️

Veteran-Owned

Grounded in discipline, accountability, and a process-driven mindset shaped by military service.

🚛

Field-Service Experience

Created by someone who understands crews, trucks, routes, payroll, customer pressure, and owner stress.

🎯

Financial Control Focus

Designed to help owners trust their numbers, see what matters, and make better monthly decisions.

★★★★★   5.0 · Google Reviews

What Clients Are Saying

Trusted by 1,400+ satisfied clients · Specialized in Field Service

★★★★★

"Westen Advisory has been a great partner for Pest Pro Pest Solution. Their client portal was a game changer for our business. It kept us in the know and gave us a clear action plan that was easy to follow. Rafael made everything simple, organized, and easy to implement."

JF
Josh Fleenor
President · Pest Pro Pest Solutions
Google · 1 week ago
★★★★★

"Westen Advisory was excellent to work with from start to finish. Rafael has a high level of understanding of accounting and field service companies. He made the process simple, organized, and easy to follow. I highly recommend Westen Advisory to any service business owner needing better financial guidance."

IM
Ian Morgan
CEO · HomeShield Pest Co
Google · 2 weeks ago
★★★★★

"Working with Westen Advisory has been a great experience. Rafael is professional, patient, and easy to work with. He understands accounting, but also understands how field service companies actually operate. That made the entire process feel clear, practical, and useful for our business. Highly recommend."

MS
Matt Shartzer
Owner · So Flow Pool Services LLC
Google · 1 month ago
★★★★★

"Rafael and the Westen Advisory team made everything simple from start to finish. He is knowledgeable, responsive, and easy to work with. He understands both accounting and the needs of field service companies. The whole process was clear, organized, and practical."

AC
Adam Courter
Owner · On-Time Pool Service Inc
Google · 2 months ago
★★★★★

"Rafael is great to work with. He cleaned up my books and saved me money that I didn't know I was losing. Highly recommend!"

P
Patricia P.
Tax Preparation Client
Google · 1 month ago
★★★★★

"James and his team are amazing. I have been working with them for 3 years. They are very professional and knowledgeable. I highly recommend them."

Jo
Jo Toku
Tax Preparation Client
Google · 2 months ago
★★★★★

"Best tax preparer I've ever worked with. He is very thorough and knowledgeable. He saved me a lot of money on my taxes. I highly recommend him."

C
Christine Bafundo
Tax Preparation Client
Google · 2 months ago
★★★★★

"Westen is by far the easiest and most convenient way to get your finances handled. Got to work directly with the founder Rafael — he made it a clear step-by-step process and gave great instructions the whole way."

N
Nicolas Parenio
Tax Preparation Client
Google · 3 months ago
The math is simple

Why pay more for less?

To hire every role Westen replaces, you'd need four people. Here's what that actually costs in Florida — before anyone calls in sick.

Already outsourcing? You're getting transactions — not strategy you can implement immediately.
Bookkeeper~$4,850/mo
Accountant~$8,356/mo
CFO~$19,575/mo
Business advisor~$7,906/mo

Bookkeeper

Base salary (~$21/hr, FL avg)$3,640/mo
Employer taxes (FL ~11%)$400/mo
Health insurance$600/mo
PTO + sick days$210/mo
True monthly cost~$4,850/mo
Transaction coding & reconciliation Basic reports No analysis or guidance

Accountant

Base salary (~$75K/yr, FL avg)$6,250/mo
Employer taxes (FL ~11%)$688/mo
Health insurance$600/mo
PTO + sick days$360/mo
Business tax preparation ($3K–$8K/yr)$458/mo
True monthly cost~$8,356/mo
Financials & tax planning Annual tax preparation Quarterly check-in only No real-time visibility

CFO (fractional or full-time)

Base salary (~$195K/yr, FL avg)$16,250/mo
Employer taxes (FL ~11%)$1,788/mo
Health insurance$600/mo
PTO + sick days$937/mo
True monthly cost~$19,575/mo
Cash runway & margin strategy Benchmarking & forecasting Rarely field-service specific

Business advisor

Base salary (~$75K/yr, FL avg)$6,257/mo
Employer taxes (FL ~11%)$688/mo
Health insurance$600/mo
PTO + sick days$361/mo
True monthly cost~$7,906/mo
Operational guidance & coaching No financial data access Advice without the numbers
True cost to hire all four in-house:

Salary + taxes + health insurance + PTO + sick days

~$40,687/month

Westen delivers all four roles at a fraction of that cost — and we never call in sick.

Start Financial Review

And when they call in sick? Your books sit. Month-end delays. Payroll stress. No backup. No coverage. You're still paying — and the work still isn't done.

What Westen replaces
✓Bookkeeper — full monthly close, reconciliation, categorization
✓Accountant — financial review, P&L analysis, balance sheet health
✓CFO lite — benchmarking, cash runway, margin coaching
✓Business advisor — plain-language "where to focus" coaching
✓Reporting tool — client portal replacing spreadsheets and PDFs
★

Tax preparation included

Exclusive to Westen monthly clients — no separate bill, no surprise at filing time.

"We replace your bookkeeper and accountant — and give you a financial coach who speaks field service — for less than you're paying now."

What neither of them provides:

A financial partner who understands field service — your labor mix, your job economics, your slow seasons, and what your numbers actually mean for the business you're trying to build. Book a free diagnostic to see the difference.

Choose the Right Starting Point

Some companies start with a Diagnostic to find out what's wrong. Others move straight into Cleanup. And some are ready for monthly control. We help you identify the right path.

Phase 1 — Get Current
🔍

Diagnostic

You can't fix what you haven't identified. We find exactly what's wrong before anything else.

  • Full review of your books
  • Identify what's broken or missing
  • Clear picture before any commitment
Start Financial Review →
🛠️

Cleanup

Your books are wrong. Every decision is based on bad numbers. Let's fix that.

  • Stop flying blind
  • Fix the real problems
  • Get ready for monthly control
Start Financial Review →
Phase 2 — Stay Current
POPULAR 🔄

Monthly Financial Control

Stay current and make better decisions every month.

  • Monthly reconciliation
  • Book reliability review
  • Owner dashboard
  • Owner action summary
  • Action items for better decisions
Start Financial Review →

Month-to-month. No long-term contracts. No surprise bills. Historical cleanup, tax preparation, payroll corrections, sales tax cleanup, and major backlogs are scoped separately.

Made for Field-Service Businesses

Routes, crews, vehicles, payroll, supplies, recurring customers, and software reports create moving parts most bookkeepers miss.

🐛

Pest Control

Recurring routes, technicians, chemical costs, vehicles, payroll, and service revenue.

🏊

Pool Service

Monthly service routes, repairs, chemicals, equipment, seasonal cash flow, and customer retention.

🚐

Other Service Companies

Route-based and crew-based businesses that need cleaner books, better reporting, and stronger owner control.

Start Financial Review →

Bookkeeping & Financial Control in Jacksonville, FL

Based on the First Coast, serving field-service owners across Jacksonville, Northeast Florida, and nationwide.

Westen Advisory is a veteran-owned bookkeeping and accounting firm based in Jacksonville, Florida. We deliver monthly bookkeeping, QuickBooks cleanup, account reconciliation, and owner financial control to field-service businesses — pest control, pool service, HVAC, lawn care, and other route- and crew-based operations — both here in Northeast Florida and for owners across the country.

Jacksonville is a working city: logistics and distribution along the I-95 and I-10 corridors, JAXPORT, a strong Navy and defense presence, and thousands of service businesses keeping homes and properties running across Duval County and the First Coast. Those owners carry real operating complexity — crews, trucks, payroll, recurring customers — and books that fall behind the moment things get busy. We keep them clean, current, and clear, from Orange Park to the Beaches, Mandarin to the Northside.

Whether you're around the corner in Jacksonville or running crews in another state, you get the same thing: clean books every month, a clear picture of your numbers, and a real person who answers the phone.

Stop Guessing Where the Money Went

Start with a Diagnostic and find out exactly where your books stand — then decide whether Cleanup, monthly control, or both is the right next step.

Start Financial Review →

Serving field-service companies nationwide.

Need Some Help?

We're here to help you stay current and keep things moving.

✉
Email Us
For general support
hello@westenadvisory.com
📞
Call Us
For direct support
(904) 870-6887
💬
Text Us
For quick questions
(904) 870-6887
📅
Book a Free Review
Pick a time that works for you
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Frequently Asked Questions

Straight answers for field-service owners who want to know what they're getting into.

We clean up your books, reconcile your accounts, and deliver a monthly close so your numbers are current and reliable. You get a simple owner summary each month showing what changed, what matters, and what to do next. No guessing, no surprises.
Yes — that's usually where we start. Before monthly reporting can be trusted, the books need to be cleaned up. We identify what's broken, scope the cleanup work, get your approval, and fix it. Then we move into a monthly close rhythm.
Pest control, pool service, and similar route-based field-service businesses with crews, trucks, payroll, and recurring customers. If you're running QuickBooks Online and don't fully trust your numbers, this is for you.
Yes — tax preparation is handled through Westen Tax for both individuals and businesses. Our accounting and bookkeeping services keep your books clean, current, and reliable throughout the year — so tax season isn't a scramble.
Most bookkeepers record transactions. We reconcile accounts, review book reliability, identify what's missing or wrong, and give you an owner-facing summary every month. The goal is control — not just data entry.
We work with QuickBooks Online. If you're on a different platform, reach out and we'll let you know if it's a fit.
The Financial Diagnostic is a full review of your books — we identify what's broken, what's missing, and what needs to be corrected. If you move forward with a Cleanup plan, the diagnostic fee is credited toward that work. You're not paying twice. Schedule a call to discuss pricing for your specific situation.
Cleanup is scoped based on the condition of your books, how far behind you are, and the volume of work required. We'll give you a clear number after the diagnostic — no surprises. If you've already completed the diagnostic, that fee is credited toward your cleanup.
Monthly Financial Control is priced based on the size and complexity of your business. Give us a call or send a message and we'll put together the right package for you. Most clients find it's significantly less than the cost of making decisions with bad numbers.
Start with a financial review. We'll take a look at where your books stand, identify what needs attention, and tell you what the right path forward looks like — cleanup first, or straight into monthly control. No pressure, no commitment required to get that conversation started.