About us
We're financial professionals that believe in a better way!
Our Company
Who we serve
We work with founders that from the outside may seem to have "made it" or are "successful" but behind the scenes, may be struggling to build the stability and growth they desire. You barely pay yourself and your business has never been profitable. You have a big heart and have always wanted to help others. While you're successful in that endeavor, the only person that isn't being taken care of is you. It doesn't have to be that way because you deserve financial freedom and for your business to be financially healthy.
Who we are
Traditional accounting and finance consulting misses the mark on what leaders actually need. We're profit consultants that are here to guide you, not impress you. With us, you won't find fancy words that make you feel more lost or confused. What you will find is a team that's hungry to help you achieve financial freedom and cares deeply about your well-being.
Leadership Team
Raz Petric
I started Root Financial in August 2018 with the hope of creating something different than what you find in the accounting and finance world. I earned my stripes at the Big 4 accounting practices, the large public corporations and even running finance departments for start-ups. Everywhere I went, the work always felt very cold and robotic for me.
I think the finance world is long overdue in bringing emotion, compassion and empathy into it and that is my goal with Root. We're all human so let's stop pretending that we're otherwise. I no longer want employees in this industry to feel undervalued or working in fear, and I never want a client partner to feel like they're just lost in the mix and that the people who run their finances, one of the most intimate things in this world, don't care about them.
Our Values
1
Compassion
Supporting your mission, team and financial well-being are core to our mission and business practices.
2
Empathy
We know what you're going through because we've been there ourselves. You don't have it do it alone.
3
Vulnerability
Our work is intimate and we're all about being open and getting messy together.
4
Innovation
No one has it all figured out, so we're constantly seeking to learn, improve, be better and try new things.
5
Inclusiveness
Everyone deserves to be respected, valued, heard and have their needs met.
Advisory Board
Advisory Board Blog
Networks and Associations
We’re not alone in our enthusiasm for making a positive impact.
Is achieving financial freedom a priority for you now? Let's chat.