A note from our founder

With gratitude,       Luisa

If you're anything like me, you've been let down and confused by finances. I'm here to change that. I've built a team of experts with heart, who are as committed to your success as you are. We're number nerds, kindred spirits and self care enthusiasts. We would be honored to meet you, serve you, and support you along your journey to building the fullest expression of the business you've dreamed of from day one. Welcome, we're so happy you're here.

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What We Offer

Who We Are

We are your finance team, all under one roof, & for less than 60K/year


We offer the financial support and expertise you've been looking for to guide your business to the next level of success

Apply for your own financial team today

I'm the CEO & Founder of People First Finance. I have 18 years of Finance and Operations experience working alongside visionary leaders of successful San Francisco Bay Area startups, such as Blue Bottle Coffee and Good Eggs, and earned my first entrepreneurial stripes as owner and operator of a boutique, made to order juice bar. I’ve been a business and finance consultant for almost a decade, and excel at implementing sustainable solutions that result in profitable businesses.

luisa alberto 〡 ceo and founder

luisa alberto
ceo and founder

Meet the


Meet the                                              team

People First Finance

I'm a virtual bookkeeper with over 5 years experience in the accounting industry and passionate about helping small business owners have peace of mind by taking the burden of bookkeeping off their shoulders so they can focus on growing their business. I help clients find clear and accurate ways to track profitability and support them in keeping their financials current so they can make decisions based on accurate cash flow projections. I am excited to be a part of People First Finance so I can help other businesses grow their profit!

Amy LovelanD Bookkeeper

Amy Loveland 〡 Bookkeeper

I'm a virtual bookkeeper based in north central Washington with over 20 years experience. I am passionate about supporting small businesses and entrepreneurs with bookkeeping so they can grow their business and focus on what they love. I get to do what I love (numbers!), and they get to do what they love. Win-win! I'm excited to be part of the People First Finance team to support strong female entrepreneurs with a vision for the future.

Talitha Parsons Bookkeeper

Talitha Parsons 〡 Bookkeeper

I'm a virtual bookkeeper in Oregon with over 8 years of experience and a BS in Accounting & HR management.
I aspire to support women owned businesses by providing excellent accounting support. My interest falls with taxes, and my goal is to navigate clients through a complicated tax system to find clarity and peace of mind! I'm proud to be part of People First Finance and to drive its mission!

Thao Morgan 〡 Sr. Bookkeeper

 Thao Morgan
Sr. Bookkeeper

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Luisa was my cheerleader and the support I needed most. I may have been able to make it here without you, but it would have been a whole lot more messy, painful, and lonely, and certainly taken a hell of a lot longer ;) Thank you. Thank you. Thank you.  Ariana Wolf

"The confidence I've gained in financial management working with Luisa will serve me for life, and the rewards outweigh the cost 10 to 1."

This sounds like a dream! I'm ready to apply!

We are your high touch, all-in-one, done-for-you financial team.

We work smart to seamlessly integrate expert advising with bookkeeping, tax planning & compliance.

We provide women entrepreneurs with the support they need to secure their financial future while doing the work they love.

Are you ready to simplify your financial world?

People First Finance

We are People First Finance

Hello & Welcome!

Interested in learning more about our done-for-you financial services and pricing? Download our Service Guide.