Your Single Financial Stack
One team for your books, your taxes, and your CFO.
Rubric Financial is the single financial stack for small businesses and individuals, bookkeeping, accounting, payroll, business and personal tax, FP&A, fractional CFO, business valuation, and US–India cross-border tax. Under one roof. Partner-led, CPA-reviewed, fixed monthly fee.
1. Connect
Share your books and a 30-minute intro
2. Scope
Fixed-fee proposal the next business day
3. Run
Monthly close, clean filings, on time
Trust signals and certifications
What you can count on
CPA-signed filings
Every business and personal return reviewed and signed by Aparna Devalla, CPA
Partner-led
Same partner every conversation, no rotating team
Headquartered in San Francisco. Serving small businesses and individuals across the United States.
Certified Partner
- Certified ProAdvisor
- Certified Partner
- Partner
- Partner
Why Rubric Financial
Senior expertise. Modern tools. Personal service.
We replace the patchwork of bookkeepers, CPAs, and contractors with a single, partner-led finance team, with a licensed CPA reviewing every filing and accountable for every number on every report.
Partner-Led
A US-based partner runs your engagement from day one, and a licensed CPA reviews and signs every filing.
Responsive
Responses within one business day. We treat your questions with the urgency they deserve.
Accurate
Reconciled, reviewed, and audit-ready financials every month, with documentation behind every number.
Modern Stack
We work in QuickBooks, Xero, and Zoho Books and integrate with your payroll and banking tools.
The Single Stack Difference
One senior team. Every financial discipline. No handoffs.
Most owners patch together a bookkeeper, a CPA, a payroll provider, and a CFO. We replace the patchwork.
Without Rubric Financial
Four vendors. Four invoices. No accountability.
- Separate bookkeeper, CPA, payroll provider, and fractional CFO
- Numbers don't reconcile across providers, finger-pointing at quarter-end
- Tax surprises because no one is talking to anyone else
- Different junior contact every time you call
- Hourly billing creep with no fixed cost
With Rubric Financial
One senior team for everything financial.
- One partner-led team across books, tax, payroll, and CFO
- Numbers tie out, books feed tax, payroll, and forecasts automatically
- Year-round tax planning, not just April filings
- Same senior point of contact every conversation
- Fixed monthly fee, predictable, transparent, no surprises
Sound Familiar?
Most owners we meet are stuck between a bookkeeper who can't answer questions and a CPA they only see at tax time.
Behind on books and dreading the next quarter close
We catch you up and put a monthly close cadence in place, no more scrambling.
Bookkeeper can’t answer real business questions
A partner-led team that understands your business, with CPA review built in, not a transaction-classifier.
Tax season is always a fire drill
Year-round tax planning with quarterly estimates, no surprises in April.
No idea what your real margins or cash position look like
Monthly P&L, balance sheet, and cash flow with a review meeting that explains what they mean.
Different person every time you call your CPA firm
One consistent point of contact who knows your business, same partner every conversation.
Need CFO-level guidance but can’t justify a full-time hire
Fractional CFO support scaled to your size, cash-flow planning, owner/lender reporting, M&A and exit readiness.
What We Do
A complete finance function, without the overhead
Engage us for a single service or your full back office. Every engagement is led by a partner with CPA sign-off on every filing.
Bookkeeping
Monthly reconciliations, clean general ledger, and accurate financials you can trust.
Learn moreAccounting
Month-end close, financial statements, and accrual-basis reporting, done right.
Learn morePayroll
Run payroll across teams and states, onboarding, taxes, and quarterly filings handled for you.
Learn moreBusiness Tax & CPA Services
Federal, state, and local entity returns and filings, signed off by a licensed CPA.
Learn morePersonal Tax
Owner and high-income personal returns, including stock comp, K-1s, and multi-state.
Learn moreFP&A
Budgets, forecasts, KPIs, and scenario models that turn your books into a planning tool.
Learn moreFractional CFO
Cash-flow planning, owner / lender reporting, M&A or exit prep, and the strategic financial guidance to grow.
Learn moreBusiness Valuation
Defensible valuations for owner buyouts, partnership changes, estate planning, M&A, and litigation support.
Learn moreCross-Border Tax (US–India)
U.S. tax for clients with India-side investments, income, or operations, FBAR, PFIC, treaty positions, and coordinated filings.
Learn moreWorks with the tools you already use
Our Process
How We Work
A simple, transparent engagement, designed to get your finance function in order quickly.
Discovery Call
A 30-minute conversation about your business, your current state, and what you need next.
Tailored Proposal
A clear scope and fixed monthly fee the next business day, no surprises, no long-term contracts.
Ongoing Partnership
Monthly close, quarterly reviews, and a finance partner who knows your business inside out.
Who We Work With
Small businesses and individuals, from single-owner shops to high-income professionals. Rubric Financial is built for companies that are not chasing VC-scale. (Building a venture-scale startup? See StartupCFO.AI, our sister practice for venture-backed startups.)
Small Businesses
Service businesses, agencies, professional firms, and family-run companies that need reliable books and a CPA who picks up the phone.
Owners & Individuals
Business owners, partners, and high-income professionals, personal returns, equity comp, K-1s, multi-state, and coordinated business + personal tax planning.
Growing Companies
Established small businesses scaling past their first finance hire that need senior CFO and FP&A guidance without a full-time salary.
The People You'll Work With
Same partner every conversation. Not a rotating team.
Engagements are led directly by a partner. The same person on your kickoff call signs your filings, runs your close meeting, and picks up the phone in July.
Harry Prabandham
Founder & Partner
The Wharton School, University of Pennsylvania
Founder of Rubric Financial. Wharton MBA + MS in Computer Science. Decades of experience across finance and technology.
Aparna Devalla, CPA
Partner, Tax & Accounting
Licensed CPA. Decades of experience in U.S. taxation, accounting, and banking. Leads the tax and accounting practice at Rubric Financial.
Nirmala Murugesan, CA, CPA
Partner, Accounting
Partner leading Rubric Financial's accounting practice. CA and CPA with 20+ years across U.S. GAAP, IFRS, and cross-border entity accounting in India and the U.S.
What clients say
Real outcomes, in their own words.
“We'd been told 'you should probably do S-corp' for years, but nobody ran the numbers or filed the paperwork. Rubric Financial did both, plus all the ongoing work.”
Read the case“Five K-1s, an ISO exercise, four states. I'd been filing extensions every year and writing penalty checks. Now it just works.”
Read the caseWhat you can count on
Three commitments, written down.
CPA-signed accuracy guarantee
If a return signed by Rubric Financial triggers a math-error notice, we fix it and pay the resulting IRS penalty, subject to your engagement letter's terms. CPA review on every filing.
One-business-day response
Your partner replies within one business day, and there's no per-question fee. Year-round access, not just tax season.
Fee-only, no kickbacks
We don't sell insurance, annuities, or investment products. Our only revenue is your monthly fee. No conflicts.
Our Practice for Venture-Scale Startups
Building a venture-scale startup? Meet StartupCFO.AI.
StartupCFO.AI is Rubric Financial's sister practice purpose-built for venture-scale founders, board-pack templates, R&D credit screening, 409A coordination, runway and cash forecasting, and the ClariFi decision engine layered on top of clean books. Same firm, optimized for the way startups actually run.
- Board packs and investor reporting
- R&D tax credit screening
- 409A valuation coordination
- Runway and burn forecasting
Our Promise
What you get with Rubric Financial
One business day
Response time
Email or call, we get back to you within one business day. Always.
Fixed Fee
Monthly pricing
Clear scope and pricing in the model that suits you: fixed, retainer, or hourly. No billing surprises.
Partner-Led
Every engagement
A US-based partner runs your engagement, and a licensed CPA signs every filing.
- Where is Rubric Financial based?
- We are based at 2 Embarcadero Center in San Francisco, with clients across the Bay Area and the rest of the United States. Engagements are run remotely with periodic in-person meetings as needed.
- Who is Rubric Financial for?
- Small businesses and individuals, service businesses, professional practices, and high-net-worth individuals. Rubric Financial is purpose-built for companies that are NOT chasing VC-scale. If you're a VC-backed startup, our sister practice StartupCFO.AI is the right fit.
- What does it cost?
- Every engagement is quoted after a discovery call as a fixed monthly fee scoped to your business and its complexity, with retainer or hourly arrangements where they genuinely fit. The fee depends on volume (accounts, transactions, employees, entities), scope, and complexity, so we don't publish a rate card or a ballpark. You get a written proposal the next business day, before you sign anything.
- How quickly can we get started?
- Discovery call within a few business days, written proposal the next business day, and we typically begin work the week the engagement starts. Cleanup or catch-up bookkeeping for prior periods is scoped separately and runs in parallel.
- Do I have to switch from my current bookkeeper or CPA?
- Not unless you want to. Most clients engage us for one service first (usually monthly close, tax prep, or a specific valuation), and expand over time. We can also fully replace an existing patchwork: bookkeeper, CPA, payroll provider, and CFO under one engagement.
- Are you a CPA firm?
- Yes, engagements are partner-led with CPA review on all tax filings. Our partner Aparna Devalla is a licensed CPA and signs every return.
Ready to get your books in order?
Tell us about your business and we'll recommend the right level of support, bookkeeping, tax, CFO, or all three.