In the fast-paced entrepreneurial landscape of Denton and the Lake Cities, one financial firm is quietly transforming the way business owners understand their numbers. At the helm of Profit Matters is Ashley Ingle, CPA, founder & CEO, who leads a dynamic, team committed to helping entrepreneurs turn financial clarity into confident growth.
From bookkeeping and tax preparation to fractional CFO advisory services, Profit Matters acts as the financial backbone for businesses navigating expansion and complexity. What truly sets the firm apart is its philosophy that financial guidance should feel empowering, not intimidating.
“We essentially become the financial department for growing businesses,” Ingle explains. “But we don’t just produce reports. We help our clients understand what their numbers mean and how to use them to grow their business.”
That people-first approach has helped Profit Matters build a loyal client base throughout North Texas and beyond.
The idea for Profit Matters was born out of Ingle’s entrepreneurial experience. After exiting a previous venture, she embarked on a journey to create something that would help business owners make better financial decisions.
“I set out to build something new that could help entrepreneurs better understand their numbers,” Ingle says. “My original vision was actually to build an AI-driven CFO platform, and we started a firm as a way to work closely with real businesses while developing that idea.”
What began as a small operation quickly expanded through relationships and referrals. Today, the firm serves hundreds of businesses and continues to expand alongside the entrepreneurs it supports.
“I truly believe my purpose is to help other business owners succeed,” Ingle says. “Profit Matters is the vehicle that allows me to do that every day.”
For many entrepreneurs, financial management can quickly become overwhelming as their companies flourish. Profit Matters steps in to simplify the process and provide expert insight.
“Our ideal client is a growing business owner who wants better visibility into their finances and a trusted team to help guide them,” Ingle says. “
Many of those clients come from healthcare and professional service industries, where rapid growth often leads to complex financial structures that are difficult to manage alone. While financial strategy and analytics are essential, relationships remain at the heart of the firm’s success.
Ingle believes that many entrepreneurs feel isolated when navigating financial challenges. Her team works to change that dynamic by building meaningful partnerships with clients.
“Business ownership can be incredibly rewarding, but it can also feel lonely and overwhelming at times,” she says. “I love helping entrepreneurs gain clarity and confidence in their numbers so they can make better decisions and build the life they want.”
That philosophy resonates strongly with clients. Cameron Mistal, CEO and Founder of Happy Veg Inc, was one of Ingle’s first partnerships. She impressed him more than any other entrepreneur he has encountered in this financial space.
“Ashley and her team have done an incredible job taking care of the finances for my organization,” says Mistal. “It’s hard to find good people to support your business goals and dreams, but I have found the right finance partner.”
For sales manager Kayla Roddy, who jokingly calls herself the firm’s opportunity enthusiast, joining the company felt like finding the perfect fit.
“I’ve always had a thing for sales,” Roddy says. “I love connecting with people and solving their problems.”
Roddy’s background was primarily in the nonprofit world, but she was ready for a new challenge when she joined the firm.
“Honestly, I had zero experience in sales or accounting when I started, but the team took a chance on me and I haven’t looked back since,” she says. “This feels exactly where I’m supposed to be.”
That supportive culture extends to the way the team works with clients as well. She recalls many moments when clients arrive feeling overwhelmed by financial uncertainty.
“There have been so many times when a client comes to us stressed about their books or unsure about the next step for their business,” Roddy says. “Then we help them gain clarity and confidence. Seeing their relief and excitement when they realize they can focus on growing their business instead of stressing over numbers is incredible.”
Denton and the Lake Cities provide the ideal backdrop for a firm like Profit Matters. The area’s entrepreneurial energy and community support have helped businesses flourish.
“It still has that close-knit community feel where people genuinely want to support each other, but it’s also growing rapidly with so many exciting businesses and opportunities.”
For Profit Matters, that growth represents an opportunity to serve even more entrepreneurs who want to build thriving companies.
“Understanding your finances doesn’t have to be intimidating,” she says. “When you have the right team behind you, your numbers become one of the most powerful tools in your business.”
Photos for this article were taken at Eternal Optimist Coffee.
We take the stress out of the numbers so businesses can grow smarter, and the people behind them can spend more time doing what they love! We value our client relationships, want the best for our clients, and support them every step of the way.