Meet Jenny Groberg

We were lucky to catch up with Jenny Groberg recently and have shared our conversation below.

Jenny, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

My purpose has evolved over time, but it has always been about allowing women to follow their own path––starting with mine.

When I was young and my husband was finishing his medical training, we were struggling financially, and I found myself in a position where I needed to use my skills to support our family while juggling the demands of motherhood. I had a finance degree and experience as a CFO for small businesses, but we lived far away from our families and support system, and my options for work were limited due to my responsibilities at home.

One day, I found a job listing for a controller position for a nearby city. Excited, I worked my way through the interview process until it was between me and just one other candidate. It was then that I pitched myself as someone who could take on the role remotely. I truly believed my experience and background in finance made me the perfect candidate. However, I was met with resistance. The company didn’t want to take a chance on a remote worker.

This was a huge blow to me. I had been confident, but their refusal left me deflated and unsure of my next steps. However, instead of giving up, something inside me clicked. I felt defiant. I refused to let someone else define what I could or couldn’t do. If the kind of flexible employment I needed didn’t exist, I would create it.

I bought a $500 computer on a credit card and enrolled in a course to become a certified QuickBooks ProAdvisor. Within weeks, I was consulting with small businesses, teaching, training staff, and setting up accounting processes. What started as a small consulting business soon grew as I found a way to make accounting accessible, efficient, and empowering.
After a traumatic brain injury and a period of immense personal and professional struggle, I realized that my mission wasn’t just about running a successful business. It was about empowering women to have the flexibility, confidence, and skills to achieve their own version of success.

Today, BookSmarts is an award-winning, all-female company that offers flexible, remote employment and the kind of support that allows women to balance career and family without sacrificing their well-being. I’ve found my purpose in championing women, helping them unlock their full potential, and creating a culture of integrity, excellence, and empowerment.

I’m deeply committed to providing women with the opportunities I needed when I was starting out. Whether it’s offering scholarships, providing job flexibility, or simply creating an environment where women can flourish, my purpose is to empower as many women as I can. I’ve seen firsthand the transformative power of flexible work, and I know there are many more women out there who need it. That’s what drives me every day.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

BookSmarts is so much more than just an accounting firm; it’s a movement that’s redefining the financial services industry. As an all-female, remote-first firm, we blend cutting-edge financial management with a commitment to integrity, innovation, and excellence. Our mission is to empower women by offering flexible employment opportunities that allow them to expand their skill sets and thrive professionally while balancing their personal lives.

What makes BookSmarts truly special is the way our flexible, remote-first model drives growth for our clients. By tapping into a highly skilled, cross-trained workforce, we ensure that each client receives top-tier expertise and deep account coverage, even when team members are unavailable. This means faster response times and seamless service, no matter what. Our ability to operate with lower overhead costs also allows us to pass those savings on to our clients, creating a more cost-effective solution for their financial needs. Whether managing a growing business or balancing career and family, our flexible model ensures that both our clients and employees can thrive. It’s a win-win situation that enhances the client experience and fosters long-term success.

Over the past year, BookSmarts has achieved significant milestones. We’ve seen 25% growth in employment and 26% growth in revenue, as well as added 22 new franchise clients and expanded our total client base by 28%. We’ve also remained committed to giving back, donating 8% of our net income to schools, scholarships, and causes supporting women and families. In addition, we introduced a 401k match program for all employees after 1,000 hours, something that’s extremely rare for part-time workers.

Our achievements have not gone unnoticed. We’ve been featured in major publications like Forbes, The Wall Street Journal, and Entrepreneur Magazine. In recognition of our impact, I was honored to be named Utah Business Magazine’s CEO of the Year.

This year culminated in me receiving a buyout offer from a $30-billion company. I turned it down.

I am not ready to abandon my mission of empowering women.

Looking ahead, we’re focused on continuing our growth. We’re expanding our client base, and we’re committed to providing top-tier bookkeeping services. We’re also working on engaging with more like-minded individuals and organizations that share our mission.

I am excited for the future and proud of what we’ve built. At BookSmarts, we don’t just manage finances; we empower women to take charge of their careers and their lives. It’s more than just accounting—it’s about creating a space where women can thrive, grow, and make a lasting impact.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

This is a great question that really got me thinking about what skills have served me over the years. After some reflection, I think I can narrow it down to these: strategic thinking, sheer tenacity, and an unrelenting drive to create my own opportunities.

Strategic thinking has been the cornerstone of every major decision I’ve made, from adopting a remote-first model to prioritizing flexibility for our team and clients. It’s about seeing beyond the immediate challenges and focusing on long-term solutions that align with your core mission. For anyone looking to develop this skill, my advice is to stay curious and informed. Read everything you can, ask hard questions, look for mentors that will lift you up, and never stop refining your vision for the future. The more you understand your industry, your clients, and the broader market, the better you’ll be at anticipating needs and positioning yourself for success.

After my traumatic brain injury, I had to dig deep for the tenacity to fight to rebuild my life and career, step by step. That experience taught me that progress doesn’t always look or feel linear—it’s about showing up, even on the hardest days, and pushing forward. If you’re starting out, remember: setbacks are part of the process. What matters is how you bounce back. Take things one step at a time, focus on what you can control, and trust that your persistence will pay off.

And then there’s the mindset of making your own way. If there’s no seat at the table, bring your own—or better yet, build a whole new table. When I started BookSmarts, I saw a gap in the market for women who wanted fulfilling work that fit with their lives, and I created something that didn’t exist before. My advice? Don’t wait for someone to hand you an opportunity. Whether it’s carving out a new role for yourself or starting something completely different, trust your instincts and lean into what makes you unique.

Success isn’t about waiting for the perfect moment. It’s about showing up, staying open to new ideas, and refusing to back down when things get tough.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

The biggest challenge I’m facing right now is navigating the emotional weight of life’s transitions and losses while staying true to what brings me joy and purpose. This year has been particularly hard—I lost my mother to cancer, my oldest daughter is unexpectedly leaving home, and, as anyone pursuing a bold mission knows, not everyone in my life has always understood or supported my vision.

Stress can be the thief of joy, and I’ve learned that firsthand through some of life’s most difficult moments, including the traumatic brain injury that sidelined me for four years, starting in 2018. That experience taught me how to rebuild—both myself and my purpose—and it’s a mindset I carry with me today. When life feels heavy, I remind myself that I’ve overcome so much before and can do it again.

I’ve also learned you can’t pour from an empty cup, so I’m putting in the work to take care of myself. Therapy has been a lifeline, as has surrounding myself with people who share my passion. I’ve built a team of incredible, passionate people who not only excel at what they do but also lighten my load. Knowing they’re in my corner allows me to focus on the big picture.
Giving back also fuels me. Through BookSmarts, I’ve been able to support causes close to my heart, from funding a teen center in my community to providing business scholarships for women. We also run an internship program to mentor the next generation of financial professionals. After losing my mom to cancer last year, my team and I put together baskets for chemo patients at our annual retreat—just a small way to bring comfort to those going through such a difficult journey. Helping others reminds me why I do what I do, and it keeps me going even on the hardest days.
I’m becoming more intentional about letting go of anything that doesn’t serve my core vision—unnecessary stressors and distractions that don’t align with my values. Instead, I’m doubling down on what brings meaning to my life: watching my children grow into strong, independent people, spending time with loved ones, and building BookSmarts into a global platform with a positive impact.

Yes, I’ve faced challenges—some of them unimaginable—but I’ve come out stronger every time. I know that if I can survive and come back from a brain injury, I can do anything. I see now that the only real limits are the ones we place on ourselves—and that’s why I’ll tackle any challenge, no matter how daunting, because I know I can. And if I don’t have all the answers, I’ll figure it out. My focus now is on growth—not just for myself, but for the team I lead and the clients we serve. I’m more committed than ever to showing that business can be a powerful force for change, and I’m excited for what’s next.

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Image Credits

Professional photos – Kelly Samsom

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