"Data should be transformed as far upstream as possible and as far downstream as necessary."

- Matthew Roche

We believe in moving upstream to the source.

In financial advisory, this principle is transformative. Too many businesses struggle with poor financial visibility because they're trying to fix data problems downstream—wrestling with messy spreadsheets at month-end, scrambling to understand variances after the fact, or making decisions based on outdated information.

Our story

Upstream Data Intelligence was born from a simple observation: too many growing businesses struggle with financial clarity, not because they lack ambition, but because they're caught between DIY bookkeeping and the expense of a full-time CFO.

After spending over a decade in corporate financial planning and nearly a decade in consulting, I launched Upstream Data Intelligence to bridge this gap.

We believe every business deserves access to sophisticated financial expertise—delivered flexibly, affordably, and with genuine care for your success.

Our Philosophy

Data Tells Stories. We Help You Listen.

Financial numbers aren't just entries in a ledger—they're the vital signs of your business. We go beyond basic bookkeeping to help you understand what your data is really saying, identify opportunities, and navigate challenges before they become crises.

Our Services

  • Financial Strategy

    CFO-level guidance for critical decisions
    Navigate major business decisions with confidence through experienced financial leadership. From evaluating expansion opportunities to optimizing capital structure, we provide the strategic financial perspective that helps you see around corners and make moves that position your business for sustainable growth.

  • Bookkeeping & Reporting

    Clean books and clear insights
    Transform your financial records from a necessary evil into a strategic asset with professional bookkeeping that captures every transaction accurately. We deliver timely, accurate financial statements and custom reports that give you real visibility into your business performance—no more flying blind or scrambling at tax time.

  • Systems & Processes

    Streamlined operations that scale
    Build financial infrastructure that grows with your business by implementing the right tools and workflows from the start. Whether it's selecting and configuring QuickBooks, designing approval processes, or automating routine tasks, we create systems that save time, reduce errors, and provide the foundation for efficient scaling.

  • Planning & Analysis

    Data-driven roadmaps for growth
    Move beyond gut feelings with robust financial models, budgets, and forecasts that illuminate the path forward. We help you understand your unit economics, identify key performance drivers, and build scenarios that prepare you for multiple futures—turning uncertainty into calculated opportunity.