Most people think successful entrepreneurs always had a plan. They assume there was a moment where someone decided, “I’m going to start a business,” and then mapped it out step by step.
Jeff’s story is the opposite.
Jeff is the owner of Count On That, a Seattle-based CPA firm he started in 2010. Today, he runs his business remotely from the Philippines while supporting entrepreneurs and business owners who want clarity in their numbers and confidence in their decisions.
A corporate career that looked right on paper
Jeff’s professional background is in healthcare finance. He was living in Michigan when he was recruited to Seattle to work for Providence. It was a stable job inside a large organization, with big projects, strong structure, and a clear career ladder.
His goal at the time was to climb higher in that world. Jeff wanted to become a CFO within a healthcare system and eventually do consulting overseas, helping healthcare systems in developing countries.
It was a serious plan.
But like many professionals inside big corporations, Jeff started to feel the downside: slow decision-making, layers of bureaucracy, and endless meetings just to move one issue forward.
That frustration became the beginning of something new.
Entrepreneurship started with a conversation, not a business plan
Jeff didn’t start Count On That because he had always dreamed of being a business owner. In fact, he says he never thought about entrepreneurship at all.
The spark came from something much more relatable: a conversation with a small business owner.
Seattle has no shortage of entrepreneurs, and Jeff was talking with a friend who owned a small business. The friend was overwhelmed by the endless list of responsibilities that come with running a company. Jeff listened and thought, “Maybe I can help. Maybe I can build something that supports business owners like him.”
That’s how a lot of real businesses start. Not from a fancy pitch deck, but from noticing a real problem and deciding to solve it.
The name “Count On That” wouldn’t leave him alone
Then came one of the most unique parts of Jeff’s story.
Jeff describes hearing a phrase repeating in his head: “count on that.” It wasn’t a marketing idea or a branding exercise. It was just there, persistent enough that he couldn’t ignore it.
Eventually, he used it as the firm’s name.
And it fits perfectly. Because in business, what people want most is someone dependable. Someone who can take the confusion, the mess, and the stress and replace it with clarity.
Someone they can count on.
A humbling truth: Jeff had to learn from scratch
Here’s what surprises most people.
Even though Jeff is a CPA, when he started the firm he did not come from a traditional tax-prep or bookkeeping background. He had been working in corporate finance and management. He was focused on strategy and leadership, not journal entries and reconciliations.
So when he started Count On That, he suddenly had to learn hands-on work like bookkeeping and preparing taxes, fast.
It was a major learning curve, but Jeff credits a key part of his early success to finding the right mentor. He rented office space from another CPA, Curtis Erickson, who helped guide him and played a major role in helping Jeff grow the firm.
Growth comes in humps, not straight lines
When Jeff talks about scaling, he doesn’t glamorize it.
He describes his business growth like software versions:
- Count On That 1.0: learning the work and running the firm
- Count On That 2.0: hiring the first employee and learning to lead
Jeff points out that many business owners get stuck at certain stages. One of the biggest is hiring. Some people try to hire, have a string of bad experiences, and decide it isn’t worth it. They stay solo and stop scaling.
Jeff pushed through those stages by leaning into challenges. He believes business owners have to be willing to change, learn, and even fail. He tells his team something that’s refreshingly honest: he makes mistakes every day. And that’s normal if you’re growing.
Creating a different kind of CPA culture
Jeff also wanted to break away from the traditional CPA vibe.
He describes the classic intimidating setup: big desk, tax books behind you, a client walking in already feeling like they’re about to be judged. Jeff didn’t like that.
Instead, he built a more welcoming environment. When his firm moved into its own office, the space was open and modern, almost like a marketing firm. He even added a bar so clients could feel comfortable having real conversations about what was going on.
That detail might sound small, but it reflects something bigger.
Jeff doesn’t believe in making clients feel stupid for not knowing numbers. He reminds them: you didn’t start your business to become an accountant. You started your business to do what you’re great at.
His job is to help detangle the financial side so business owners can focus on their product, service, and customers.
The most rewarding part: watching others win
When asked what his favorite part of business has been, Jeff doesn’t talk about money.
He talks about impact.
He’s helped over 800 clients, and he shared one story that sticks: a 24-year-old came into Jeff’s office back in 2010 and said no one would take him seriously. Jeff agreed to help him. That client is now a multimillionaire with multiple properties and the lifestyle he wanted.
That’s what Jeff loves most: helping people get past the obstacles that hold them back.
Why Jeff is excited about AI
While many people fear AI, Jeff is excited by it.
He’s lived through multiple technology shifts, including the transition from paper systems to computers. Each time, people panicked about job loss. But instead, technology created more productivity, more opportunity, and more higher-value work.
Jeff sees AI the same way.
He believes AI will help accounting firms and business owners focus on higher-level decisions, not replace the need for expert guidance. The real danger is refusing to adapt.
As he tells his team: that pressure you feel is AI. Learn it, or get left behind.
If you’re a business owner who feels overwhelmed by your books, behind on your numbers, or unsure what your financials are actually telling you, you don’t need to keep guessing.
Count On That exists to help you detangle your numbers, get your finances organized, and make confident decisions as you grow.
Whether you need help cleaning up your bookkeeping, building a smarter tax strategy, or getting clarity on your next move, Jeff and his team can help.
Ready to get your numbers under control? Reach out to Count On That and let’s talk.
If you enjoyed this conversation with Jeff and want to see the full discussion:
Watch the full interview on YouTube:
https://www.youtube.com/watch?v=DOrcfsrqNns
And be sure to subscribe to the Scaly Podcast YouTube channel for more episodes with real stories from business owners who are building, growing, and scaling.
