Because knowing your numbers and knowing what to do with them are two different things.
Business owners have access to more financial information than ever. Accounting software produces reports, tax professionals prepare returns, and bookkeepers maintain records. Each serves an important purpose.
But there’s often a missing connection between that information and the decisions involved in actually running a business.
That’s the space True Insights was created to fill.
We believe financial information should do more than document what’s already happened. It should help business owners understand what’s driving their results, recognize opportunities, evaluate trade-offs, and make informed decisions about what comes next.
We also believe success isn’t defined by revenue or profitability alone. A business is something you build, invest in, and dedicate a significant part of your life to. Its financial performance matters, but so does whether it’s supporting the life you want to live.
True Insights exists to bring those two perspectives together — the financial realities of the business and the goals of the person building it.
True Insights Consulting brings together financial expertise, firsthand business experience, and a belief that good financial information should lead to better business decisions.
We work with owners of established trades and service-based businesses who want more than accurate books. They want a financial partner who understands the connection between their numbers, their operations, and the direction they’re taking their business.
Founded by Lisa and supported by Trevor, True Insights combines experienced financial perspective with the systems and ongoing support that make that perspective possible.
Our approach is collaborative, straightforward, and grounded in a simple principle:
No good decision comes from bad data.
Lisa brings decades of accounting, financial, and entrepreneurial experience to True Insights Consulting. Having owned and operated multiple businesses herself, she understands the realities of business ownership firsthand — not simply from reviewing financial statements, but from making the decisions, managing the operations, and navigating the challenges that come with running a business.
She holds a Master’s Degree in Accounting and passed all four sections of the CPA exam on her first attempt. Her professional background, combined with her experience as a business owner, gives her a perspective that connects financial performance with the practical realities behind it.
Lisa has a natural ability to recognize patterns, ask thoughtful questions, and see connections between financial results, business operations, and the bigger picture. She approaches each engagement with curiosity, candor, and respect for the experience business owners bring to the table.
It’s that combination of technical financial expertise, entrepreneurial experience, and strategic perspective that she brings to every client relationship.
Trevor brings a natural aptitude for recognizing patterns, understanding systems, and identifying opportunities to improve the way work gets done.
Through experience across a variety of operational environments, he’s developed a keen eye for inefficiencies, unnecessary complexity, and processes that could work better. He’s particularly interested in creating practical, repeatable systems that improve consistency, efficiency, and reliability.
At True Insights Consulting, Trevor manages much of the day-to-day bookkeeping and serves as a primary point of contact for routine financial operations. He is QuickBooks Online certified and works with transaction categorization, account reconciliations, financial record maintenance, and the processes that support accurate, timely reporting.
But Trevor’s contribution extends beyond maintaining the books. His operational perspective helps him recognize patterns, question processes, and identify opportunities that might otherwise go unnoticed.
Working closely with Lisa, he helps connect the day-to-day financial activity with the broader understanding of how a business operates. Together, they bring complementary perspectives to True Insights — combining reliable financial information, operational insight, and experienced financial guidance.
Reliable financial information is the foundation of sound business decisions. We believe the integrity of the numbers matters because everything built on them depends on it.
Financial reports tell part of the story. Understanding the operations, decisions, and circumstances behind the numbers is what makes that information meaningful.
You know your business. We bring financial expertise, operational insight, and a fresh perspective. The most valuable conversations happen when those strengths come together.
Revenue, profitability, and growth matter — but they’re not the only measures of success. We believe a business should be built with intention, supporting both its financial objectives and the life its owner wants to create.