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.

Apply Today!



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 a bookkeeper with over 7 years of experience and am ambitiously pursuing my CPA licensure while raising the wildest of toddlers with my loving husband! I believe in the mission of People First Finance because as a female entrepreneur I understand how challenging it can be to grow and manage a business.

Assembling a financial team can seem like such a daunting task to add on top of everything else. People First Finance offers such an amazing solution by pairing ambitious female entrepreneurs with a carefully selected financial team that puts them first! I’m so proud to offer bookkeeping services as a part of this incredible team.

thao morgan bookkeeper

thao morgan 〡 bookkeeper

I’m here to support you with planning and understanding the financial future of your business. I’m a CPA based in Vancouver, CA, offering years of experience having worked with companies like Deloitte, lululemon, and Bench Accounting. I believe deeply in the mission of PFF because it reflects a commitment to supporting inspired entrepreneurial women in a way that is fun and purpose driven.

We partner with our clients to help them reach their unique personal and professional goals. We succeed not only because we are skilled at what we do, but because we truly care. Throughout my career I've searched for heart within the world of finance, at PFF, I’ve found it.



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

download our services guide

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