BooXkeeping founder and CEO Max Emma shares the journey and mission behind the franchise that provides cutting-edge, online bookkeeping services for small and medium size businesses.
When I co-founded BooXkeeping, I aimed to do more than just create another bookkeeping service. My goal was to build a business that combines professional expertise with genuine human connections. BooXkeeping, the premier online bookkeeping brand, offers a work-from-home model and national enterprise accounts, providing franchisees with the opportunity to grow their businesses by helping others do the same.
Accounting and bookkeeping might not seem exciting, but the story behind BooXkeeping is anything but boring. Elena Emma and I, both immigrants with backgrounds in finance and accounting, started this journey over two decades ago. We navigated the challenges of professional business ownership and our own divorce, always prioritizing empathy and communication. These values have helped BooXkeeping become a unique franchise in the bookkeeping industry.
Our mission is simple: make bookkeeping cool. By focusing on the human side of our business, we turn the mundane task of bookkeeping into an exciting and personal experience. This creates a flexible, profitable and rewarding franchise opportunity for anyone with the right passion.
The Beginning of BooXkeeping
My journey began when I emigrated from the former Soviet Union at 18. My early years in corporate accounting and finance were deeply unfulfilling, leading me to celebrate my “Freedom Day” from corporate America on July 3, 2002. I transitioned to a family-run landscape maintenance business, which saw some impressive growth initially before it succumbed to the 2008 recession. This challenging experience taught me invaluable lessons in accounting, finance and business ownership.
Determined to keep going, I restarted with a smaller landscape maintenance business and outsourced the bookkeeping to another company. The significant pricing discrepancies I noticed in the industry revealed a big opportunity to dominate a fragmented market. Thus, BooXkeeping was born as a part-time business in our garage while we ran our landscaping company to pay the bills.
Elena, who had been in the accounting and finance space since she was 18, played a crucial role in building the BooXkeeping business model and guiding our internal culture. We believe that “Kings Are the Ones Who Serve.” We support our clients through all their ups and downs, transforming the dreaded accountant visit into an exciting and supportive experience.
Gradually, BooXkeeping became our full-time focus, and we sold our landscaping company. Although we divorced a few years later, we continued to work together to grow the brand, driven by our passion to redefine an outdated industry and put the client first. Today, BooXkeeping is the preferred bookkeeping vendor for over 95 franchise brands in the U.S., including FastSigns, Gameday Men’s Health, and Sport Clips.
Expanding BooXkeeping Through Franchising
Inspired by franchisors, I decided to franchise BooXkeeping last year. With six franchise locations and one corporate location in a fast-growing industry, BooXkeeping is ushering in a new era of expansion. Post-COVID, our brand became even more popular as businesses realized the benefits of outsourcing bookkeeping services.
We continued our momentum by adding five new franchises in 2023 and closed the first quarter of 2024 with a new franchise awarded in Charlotte, North Carolina. As we grow, we are strengthening our franchisee support structure. All franchisees now receive three months of accounting school as part of their training, and recent personnel shifts allow more staff to support owners continuously. We provide technical training and sales support, as well as high-quality mental and emotional support. Our franchise owners have personal coaches who understand their unique challenges and support them through tough times.
In addition to our robust support system, we actively engage in the franchise industry to build growth. For example, we attended the IFA Conference and Multi-Unit Franchising Conference to connect with more industry professionals. Currently, we are the preferred bookkeeping provider for over 95 franchise brands, and after these trade shows, over 40 more brands expressed interest in partnering with us.
With both thorough initial training and reliable ongoing support, our franchisees have the expertise necessary to continue development efforts and stimulate a growing client base. As local owners manage this aspect of their businesses, we remain involved in the industry to encourage the continued growth of the entire system.
The Future of BooXkeeping
BooXkeeping is solidifying its status as the next great opportunity for #CoolBeanCounters across the nation. Our unique approach focuses on the human side of bookkeeping, transforming the entire process into a more exciting, personal one. The progress we’ve seen this year proves how attractive this approach is to both clients and franchisees.
Joining BooXkeeping isn’t just about running a bookkeeping business. It’s about being part of a community that values personal connections and supports each franchisee’s journey. Our franchisees are not just bookkeepers; they are business owners who understand the trials of running a company. They prioritize communication, acceptance and support to help clients balance professional and personal development.
Looking ahead, I aim to sell 50 locations by my 50th birthday, a goal I call “50 by 50.” Ideal franchisees have some accounting or finance background, good communication skills and a passion for helping others. BooXkeeping offers a chance to develop personally and professionally within our supportive framework.
For more information on franchising with BooXkeeping, visit: 1851franchise.com/BooXkeeping
By Max Emma, Founder and CEO of BooXkeeping