YOUR CFO TO GO
Bookkeeping You Can Finally Trust — Built by a Startup CFO
Not all bookkeeping is created equal. At Shiny Penny, your books are maintained by bookkeepers trained in real CFO-level thinking — so your financials become clarity, not confusion.
#About
About Lindsay Davis Ince
Armed with an MBA and over 20 years of finance expertise, I’ve partnered with businesses ranging from ambitious startups to global enterprises, navigating both domestic and international markets. Along the way, I’ve built a reputation as a finance strategist known for delivering growth through precise planning, innovative solutions, and strategic execution.
When I’m not crunching numbers or strategizing financial solutions, I love baking cookies with my daughter, traveling to new destinations, and indulging in life’s simple joys.
key benefits
CFO-backed bookkeeping that scales and impacts decisions
CFO-Trained Team
Every bookkeeper follows systems designed and overseen by a seasoned CFO — not just checklists.
Clarity & Confidence
No more guessing what your numbers mean. Actionable insights instead of noise.
Scalable & Reliable
Whether you’re early stage or growing fast, we scale with you — with consistent processes and quality control.
What We OFFer
Smart solutions for every financial need
As your virtual finance team, we provide customizable and scalable services, from day-to-day finance and back office operations to strategic initiatives. We’ll excel at all of your financial needs.
Bookkeeping Services
Accurate, up-to-date bookkeeping that keeps your financial records organized, compliant, and clear.
Accounting & Finance
Accurate and comprehensive financial management tailored to your needs.
Forecasting & Budgets
Clear financial roadmaps to guide your business toward success.
Fractional & Interim CFO
Executive-level financial leadership on demand to guide growth and critical business decisions.
Account Cleanups
Streamlined records to keep your finances organized and compliant.
Controller Services
Expert financial oversight for enhanced reporting and compliance.
Reliability for Your Financial Operations
Monthly Finance Services
At The Shiny Penny LLC, our monthly finance services are designed to provide your business with seamless financial management. We understand that accurate and timely finance is essential for making informed decisions, maintaining compliance, and driving growth.
Why Choose Us for Monthly finance services?
- Expertise You Can Trust: Our team of experienced accountants and CPAs ensures your financials are handled with the utmost precision.
- Tailored Solutions: We customize our services to fit your unique business needs.
- Scalable Services: Whether you’re a startup or an established business, our services grow with you.
- Peace of Mind: Focus on running your business while we handle the numbers.
Contact us today to learn more or schedule a consultation!
What is a Virtual CFO?
key benefits of a Virtual Finance Team
As one of the leaders in virtual finance technology and services we are uniquely qualified to help small business owners see the difference that having a CFO on their team can make. If you would like to explore you options, request a consultation today.
Most people know what a bookkeeper is, and they know what a CFO is, when they work for a large company, but the idea of a ”Virtual CFO” is new to most people.
A Virtual CFO is a high level accounting and finance executive, who is able to split time between multiple businesses allowing them to benefit from the skills of a CFO, while sharing the cost with other business owners. Until recently, this was not a practical option for most executives because of the time and expense of traveling between clients. Thanks to the advances in technology, it became possible for a CFO to work efficiently for multiple companies without having to travel from office to office. The trouble was that the cost of having the right computer system and security needed for remote access was still too high for most small businesses.
Now, thanks to cloud technology even small businesses can afford the services that allow for remote access by a Virtual CFO. This means that a business that only needs a few hours a month of a CFO’s time can now be a productive client for a CFO working remotely.
Get clarity on your numbers
Schedule a call
Why Choose Us!
The Shiny Penny LLC’s Core Values
At The Shiny Penny LLC, we are proud to support any stage from start, up, growth, through acquisitions and mergers. As dedicated accountants and advisors, we uphold the principles of integrity and continuous growth while maintaining the highest professional standards. We’re confident our values align with your vision and look forward to partnering with you on your journey!
Integrity
We conduct our work with openness, honesty, and integrity. We promote the continuous improvement of our clients.
Innovation
We seek to overcome challenges through unique and innovative solutions.
Data Driven Quality
We use data to improve our client experience, measuring our accuracy, timeliness, customer satisfaction and more.
Customer Greatness
We care deeply about our clients, acting as trusted advisors and helping them to be successful.
Why Hire a Fractional CFO?
A Fractional CFO—a part-time or contract-based Chief Financial Officer—offers strategic financial leadership without the cost of a full-time hire. Ideal for startups, growing businesses, and companies in transition, here are the core benefits:
Cost Efficiency
Access top-tier financial expertise without paying full-time salary, benefits, or bonuses. Only pay for the time or services you need—monthly, quarterly, or per project.
Financial Guidance
A Fractional CFO ensures your business maintains healthy cash flow, develops reliable forecasts, and builds strong, data-driven plans. They help create realistic budgets and monitor performance to keep financial goals on track.
Fundraising & Investor Relations
From preparing investor-ready financials to shaping capital strategy, a Fractional CFO supports your fundraising journey. They also assist in managing due diligence during investment rounds or acquisitions.
Operational Improvements
They help streamline core financial operations like billing, payroll, and accounts management. With the right systems and tools, they can implement efficient accounting software or ERP platforms tailored to your business.
Objectivity & Experience
Offering a fresh, external perspective, a Fractional CFO brings clarity—especially valuable in founder-led or family-run businesses. Their diverse experience across industries adds practical insights and effective solutions.
Compliance & Risk Management
A Fractional CFO ensures your business is audit-ready and fully compliant with tax laws and financial reporting standards, reducing risk and keeping you aligned with regulatory requirements.