I Got Tired of Watching Smart Business Owners Drown in Spreadsheets.
We've spent years in the trenches, watching good businesses struggle with bad numbers. That's what brought us here.
You Shouldn't Need a Finance Degree to Run Your Business.
Hi, I'm Juan Carlos Rodríguez. I'll be honest with you—I didn't start ROCA Advisors because I love bookkeeping. I started it because I was tired of watching brilliant entrepreneurs drown in financial chaos.
For years, I worked with companies at every stage—from scrappy startups to established businesses ready to scale. And I kept seeing the same pattern: incredibly talented people who were experts in their craft, but terrified of their own numbers.
There's no shortage of bookkeepers or CFO services. But there's almost no one actually teaching owners how to read their reports, answering the "dumb questions" without judgment, or getting on a regular call just to walk through cash flow.
Most services are transactional—they send you a dashboard and an invoice. Your CPA talks to you once a year. And you're left Googling "what does EBITDA mean" at 11 PM before a bank meeting.
So I built ROCA around a different model. In my culture, we have this concept of "acompañamiento"—it means accompaniment, or walking alongside someone. That's what I wanted to create: a partnership where I sit beside you through every financial decision, big or small.
We don’t just "do your books." We own your entire financial ecosystem. We are the partner who:
Translates your P&L into a strategic roadmap you can actually use.
Builds custom forecasting models to answer the "Can I afford to hire?" or "Should we expand?" questions.
Prepares you for funding or investor calls by ensuring your financials tell a story of growth and stability.
I want you to finally trust your numbers—to move from financial chaos to total clarity and confidence. Whether you need a cleanup today or a strategic CFO in your corner for the next decade, we’re here to make sure you never have to lead alone.
Numbers that tell the real story.
We've guided dozens of businesses through their financial turning points. The results speak for themselves. When owners can see their numbers clearly, everything changes.
KPIs Tracked
Helping businesses find their footing
Industries served
From property management to quick service restaurants.
Bilingual
We can support you in English and Spanish.
This is Who We Are.
We're not accountants who hide behind spreadsheets. We're partners who understand what it takes to build something real.
Twenty years navigating the financial side of growth. He's seen what works and what doesn't.
Brings precision and clarity to every account. She finds the story in the numbers others miss.
Specializes in tax strategy and cash flow optimization for growing companies across industries.
Keeps everything running smoothly and ensures every client gets the attention they deserve.
Digs into the details to uncover opportunities for improvement and growth in your business.
Handles the day-to-day with meticulous attention. Your books are her responsibility and her pride.
Stays ahead of tax law changes to keep your business compliant and your burden minimal.
Your first point of contact. She understands your business and makes sure you get what you need.
We're hiring
Join a team that actually cares about doing good work for good people.
The Technical Expertise to Get It Right, Every Time.
We aren't just data entry specialists; we are certified experts in the modern financial stack. As Intuit ProAdvisor Gold members and Members of the Digital Bookkeeper Association, we adhere to the highest standards of digital accounting.
Here is what our credentials mean for your business:
The Foundation: With our QuickBooks expertise as Intuit Trained Bookkeepers and Gold-Level ProAdvisors, we don’t have "let me Google that" moments. We know the platform inside and out, ensuring your Chart of Accounts is optimized and your books are audit-ready.
The Strategy: CFO-Level insight history tells you where you’ve been; we tell you where you’re going. As Certified Fathom Advisors, we turn raw data into visual KPIs, cash flow forecasts, and actionable growth strategies.
The Efficiency: When it comes to payroll & spend management, your financials don't live in a silo. As Gusto Payroll Certified pros and Certified Ramp Specialists, we integrate your payroll and expense management directly into your books—eliminating manual errors and saving you hours of admin time.
Real Businesses. Real Results.
What our clients say
Ready to Move Forward?
Let's talk about what your business needs and how we can help you get there.
