Meet Jamie Trull
I’m not your typical CPA, and that’s on purpose.
Hi, I’m Jamie Trull, a CPA, profit strategist, and your guide to finally understanding your numbers. And yes, I actually love numbers. I get genuinely excited about a well-built spreadsheet and have been known to disappear down a formula-building rabbit hole at 10 pm on a Tuesday. But unlike much of the accounting industry, I also believe that financial information should be accessible to everyone, not just the people who can afford a full-time finance department. Small businesses don’t always have regular access to an accountant, and even when they do, they often walk away feeling intimidated, patronized, or dismissed when they dare to ask a question.
My Financial Journey
I left my fancy corporate office for a bigger calling.
I spent years climbing the corporate ladder, eventually working my way up to Associate Director of Finance at Coca-Cola Enterprises, yes, that Coca-Cola, where I learned that knowing your numbers isn’t just an accounting exercise. It’s how you build something. It’s how you make decisions with confidence instead of crossing your fingers and hoping the bank account cooperates.
In 2017, with our second child on the way, we decided it was time to move back closer to family in Nashville. Relocating meant starting over professionally, and rather than walking back into an office building, I chose a different path. I started my own company, Balance CFO, and began working as an Outsourced CFO for small business owners.
And what I found in those early client meetings stopped me in my tracks.
These brilliant, hardworking people were making decisions in the dark. Not because they weren’t smart enough, they absolutely were. Not because they didn’t care, they cared deeply. But because the financial information that could have changed everything for them had simply never been made available in a way that was accessible, affordable, and free of condescension.
Big companies had entire finance departments operating on knowledge that small business owners couldn’t easily access anywhere. And most accountants, bless them, were focused on compliance, not education or strategy. The result was a massive gap between what big business knows and what small business owners have access to. And that gap was just accepted as the status quo.
That felt wrong to me. So I decided to do something about it.
Fast forward to 2020…
Serving Small Business Owners Through Accessible Financial Resources And Education
Early that year, I stopped taking 1:1 clients and started building the financial education I wish every small business owner had access to from day one, tools, frameworks, and resources designed specifically for businesses doing under a million dollars a year. Real small businesses, started by real people who didn’t have an MBA or an accounting degree, but who quickly learned that understanding their money was a non-negotiable part of doing this whole business ownership thing well.
Needless to say, 2020 was an…interesting time to make a pivot. I didn’t know it at the time, but this move would set me up to serve others in ways I never would have dreamed. When the pandemic hit, small businesses were disproportionately affected, and I was able to serve hundreds of thousands of them by helping them understand the new relief programs so they could get access to the help they needed to get through it.
As challenging as that season was, I’m tremendously grateful and humbled that I was in a position to show up for so many people when it mattered most.
I’m on a Mission
To help real small business owners succeed in profit, in freedom, and in impact.
Whether your goal is to grow a multi-million dollar company or simply to live a life with more options and less financial stress, I’m here for both. All of it counts. All of it matters.
Because here’s the thing: you deserve to feel in control and confident in your business finances. You deserve to profit fully from the work you’re doing. And when small business owners make more money and keep more of it, they take better care of their families, their communities, and the world around them.
This isn’t about getting rich. It’s about freeing yourself from the ties that bind and building something meaningful.
Money is not a bad thing. It’s a tool. And I want to help you use it well.
A little more about me…
Outside of all things finance, I’m a mom to two kids who are the center of my world, and yes, they’re officially on payroll in my business (more on that here). I have an amazingly supportive hubby, Kemper, whose biggest talent is being able to make me laugh no matter my mood. I’m also a PTO mom, true crime podcast devotee, Broadway junkie, and someone who does her best thinking in a cozy sweater with a cold Coke Zero on her desk. Just so you know who you’re dealing with.
Since shifting Balance CFO to a fully education-based business in 2020, I’ve had the privilege of serving over 10,000 entrepreneurs through my tools and resources, plus hundreds of thousands more through my free educational content. I strongly believe that this information has the power to change lives, and we can’t continue to gatekeep who gets access to it.
In 2025, I also added “author” to my list of titles. I published Hidden Profit with Simon & Schuster, the book I set out to write because the one small business owners actually needed didn’t exist yet.
And I’m just getting started.
Find Your Hidden Profit
The money is already in your business. Here is exactly where to look.
Most business owners assume the path to making more money is working harder, more hustle, more hours, more sales. But after working with over 10,000 entrepreneurs, I can tell you that’s rarely where the real opportunity is hiding.
Hidden Profit (Simon & Schuster, 2025) breaks down how money actually moves through your business, where profit quietly disappears, and exactly how to start keeping more of what you earn. No finance background required. No shame about where you’re starting. Just the clarity you’ve been waiting for, finally in plain English, written specifically for you.
Because the profit you’ve been working so hard for? There’s a good chance it’s already there. We just need to go find it.
As Seen In
A movement is coMing
There is Power in Numbers.
And I've been dreaming about it. Literally.
A few years ago, I had a dream of thousands of starlings surrounding my house. I wrote it down, went back to sleep, and couldn't stop thinking about it the next day. When I finally looked up what starlings actually do, I understood immediately what the dream was trying to tell me.
Starlings travel in groups of thousands. They move together in breathtaking patterns called murmurations, no leader, no competition, only collaboration. Each bird coordinates with the six or seven around it, and those birds with the six or seven around them. Tens of thousands moving as one, united through shared purpose. No predator can stand up to the collective.
That is what this work means to me. And what I believe is possible for small business owners.
Alone, we can accomplish only so much. But collectively? We are a murmuration. Creating something beautiful. Defying convention. Paving our own way. Defending and protecting one another because we can do so much more together than we can apart.
Power in Numbers is a movement to democratize small-business financial education, provide affordable access to financial professionals, and put more economic power into the hands of entrepreneurs who have historically been left out of the conversation, especially women and marginalized communities.
It's coming soon. And I'd love for you to be part of it. Be sure to stick around and learn how you can soar.
P.S. You may have noticed a few hidden birds scattered around this website. That's intentional. See how many you can find, and when you do, you'll know exactly what they mean.
Resources Made for Your Small Business Finances
Diagnostic quizzes, videos, and deals to help you get organized, make smarter decisions, and find more profit in your business.
Got an audience I should meet? I’d love to connect → Let’s talk
