Core values and philosophy

What We Believe
About Accounting

The principles and values that guide how we work with e-commerce businesses

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Our Foundation

We started Verifaxi in 2013 because we saw e-commerce businesses struggling with accounting systems that weren't built for them. Traditional bookkeeping worked fine for retail stores with point-of-sale systems, but it fell short when businesses sold through multiple online platforms with different payment processors and fee structures.

What drives our work is straightforward: we think business owners deserve to understand their numbers without needing an accounting degree. Financial reports should answer questions, not create new ones. The information should be accurate enough to trust and clear enough to use.

These beliefs shape everything from how we set up integrations to how we explain reconciliation discrepancies. We measure success by whether our clients can make better decisions because they have better information.

Philosophy and Vision

Our Core Philosophy

Good accounting isn't about perfect books, it's about useful information. Numbers matter only as much as they help you run your business better. We focus on accuracy where it counts, clarity in presentation, and practical insights that connect to actual decisions you're making.

What We Believe Is Possible

E-commerce businesses can have the same financial clarity that traditional retailers have had for decades. Multi-channel complexity doesn't have to mean accounting confusion. With proper systems and expertise, you can understand exactly how your business performs across every platform you sell through.

Core Beliefs

Accuracy Creates Confidence

When every transaction reconciles and every report matches reality, you stop second-guessing your numbers. This confidence changes how you make decisions.

Clarity Beats Complexity

E-commerce accounting is inherently complex. Our job is to handle that complexity behind the scenes and present information clearly enough that you can actually use it.

Speed Matters

Month-old financial data doesn't help much when you're making decisions today. We prioritize getting you current information quickly over perfect historical records slowly.

Context Changes Everything

A number without context is just a number. We provide the surrounding information that makes financial data meaningful for your specific business and situation.

Expertise Serves Clients

We maintain deep expertise in e-commerce platforms and accounting standards, but that knowledge exists to serve you, not to impress you with jargon.

Trust Requires Honesty

When we find problems in your data, we tell you. When we don't know something, we say so. Trust built on honesty lasts longer than relationships built on always having the right answer.

How Principles Become Practice

From Belief to Action: Accuracy

We believe accuracy creates confidence, so we reconcile at the transaction level rather than the bank statement level. Every order is matched to the specific settlement it appears in. This takes more work, but it's how we catch errors before they compound.

In practice: When a marketplace payout doesn't match our calculations, we investigate immediately rather than booking the difference to a catch-all account.

From Belief to Action: Clarity

We believe clarity beats complexity, so we organize reports around questions you're actually asking. Channel profitability, product margins, and fee analysis come standard because those are the questions e-commerce businesses need answered.

In practice: Our monthly reports start with a one-page summary showing key metrics and trends, with detailed backup available if you want to dig deeper.

From Belief to Action: Speed

We believe speed matters, so we've automated data collection and reconciliation where possible. This lets us deliver monthly reports within the first week of the following month rather than waiting until mid-month or later.

In practice: Platform integrations pull transaction data daily. Reconciliation happens continuously. Month-end becomes a matter of final verification rather than starting from scratch.

From Belief to Action: Context

We believe context changes everything, so we don't just send numbers. We include notes about significant changes, explanations for unusual patterns, and reminders about timing factors that affect current month results.

In practice: If your January revenue drops but it's normal post-holiday seasonality, we note that. If a refund spike needs investigation, we flag it. Numbers come with the context needed to interpret them correctly.

A Human-Centered Approach

Every e-commerce business has different needs. Some clients need detailed inventory accounting. Others focus entirely on channel profitability. A few need help with sales tax nexus tracking across dozens of states. We adapt our service to what matters for your specific situation rather than providing a one-size-fits-all package.

This means asking questions before we start work. Understanding your business model, growth plans, and pain points helps us configure systems correctly from the beginning. A business scaling aggressively needs different reporting than one optimizing for profitability at current size.

We also recognize that not everyone speaks accounting. When we explain discrepancies or recommend changes, we use normal language first and technical terms only when necessary. The goal is understanding, not demonstrating expertise.

This human-centered approach extends to how we handle problems. Mistakes happen in data feeds, platform updates change reporting formats, and sometimes our integrations break. When issues arise, we communicate clearly about what happened, what we're doing to fix it, and how we'll prevent it going forward.

Innovation Through Intention

We improve our processes constantly, but we're selective about which innovations we adopt. New accounting software or integration tools get evaluated for whether they actually help clients, not just whether they're technically interesting.

What We Innovate

  • • Automation that reduces time between transaction and reconciliation
  • • Report formats that make insights more accessible
  • • Integration methods that maintain accuracy while reducing manual work
  • • Processes that scale with client growth

What We Keep Traditional

  • • Human review of reconciliations before finalizing
  • • Direct communication when questions or issues arise
  • • Standard accounting principles for financial statements
  • • Personal relationships with clients who want them

The balance between innovation and tradition matters because accounting serves as a foundation for business decisions. Innovations should make that foundation stronger, not introduce new uncertainty or risk.

Integrity and Transparency

We commit to honesty in all aspects of our work. This means transparency about what we can and cannot do, clear communication about pricing and scope, and straightforward discussion of problems when they occur.

What Transparency Looks Like

About capabilities: We're explicit about which platforms we integrate with well and which ones require more manual work. If we haven't worked with your specific marketplace before, we say so upfront.

About results: We provide reconciliation reports showing exactly how transactions matched to settlements. You can see where data came from and how we arrived at final numbers.

About problems: When we discover errors in historical data or current processes, we document what happened and present options for resolution. You make the final decision on how to handle corrections.

About pricing: Service costs are stated clearly. If scope changes require price adjustments, we discuss that before doing additional work.

This commitment to transparency extends to accountability. We track our performance on metrics like reconciliation turnaround time and report accuracy. When we miss our standards, we acknowledge it and explain what we're changing.

Working Together

We view our relationship with clients as collaborative rather than transactional. You know your business better than we ever will. We know e-commerce accounting. The best results come from combining both types of knowledge.

This means we ask questions throughout our engagement, not just during initial setup. As your business evolves, the information you need from accounting often changes. Regular communication helps us adapt our reporting and analysis to stay useful.

Collaboration in Practice

When we see patterns in your financial data that might indicate opportunities or problems, we bring them up. Maybe a particular product line shows declining margins. Maybe one channel's return rate is climbing. These observations start conversations rather than dictate decisions.

We also coordinate with your other advisors when needed. Tax preparers, business consultants, and legal counsel often need specific reports or data formats. We provide what they need in the form they need it, helping your whole advisory team work together more effectively.

Beyond individual client relationships, we stay connected to the broader e-commerce community. Platform changes, new marketplace policies, and evolving sales tax requirements affect all online sellers. We monitor these developments and share relevant information with clients who might be impacted.

Long-term Thinking

We build accounting systems designed to last and scale. This means choosing sustainable approaches over quick fixes, even when quick fixes would be easier in the short term.

Sustainable Practices

We document processes thoroughly so that if team members change, your service continuity isn't affected. Integration setups are structured to accommodate new platforms without requiring complete rebuilds. Report formats evolve gradually rather than changing dramatically with each update.

Planning for Growth

Whether you're planning to expand to new marketplaces, enter international markets, or prepare for sale, clean historical records matter. We maintain your books with the understanding that today's data becomes tomorrow's track record.

Long-term thinking also influences how we approach client relationships. We're not focused on maximizing this month's revenue from your account. We're focused on providing value that makes you want to work with us for years.

This sometimes means recommending you don't buy additional services from us. If your current setup handles your needs adequately, adding more complexity just increases cost without providing proportional value. We'd rather have you as a satisfied client at a sustainable price point than an over-serviced client questioning whether you're getting your money's worth.

What This Means for You

You Can Expect Accuracy

Your books will reconcile cleanly. Every deposit will match to its source transactions. Discrepancies will be investigated and resolved rather than swept into adjustment accounts. You'll be able to trust your numbers.

You'll Get Clear Information

Reports will answer questions about channel performance, product profitability, and business trends. Information will be organized around decisions you're making rather than accounting categories. When clarification is needed, we explain without jargon.

You'll Receive Honest Communication

We'll tell you when we find problems. We'll admit when we don't know something. We'll be transparent about what we can do well and what falls outside our expertise. You'll get straight answers to questions.

Your Business Needs Will Guide Service

We'll adapt our reporting and analysis to what matters for your situation. As your business changes, our service will evolve with it. You won't be forced into a rigid package that doesn't quite fit.

You're Building a Foundation

Clean, organized financial records now make everything easier later. Whether you're seeking financing, preparing for sale, or just trying to understand your business better, having solid historical data matters. We're building that foundation with you.

These aren't aspirational values we wish we lived up to. They're descriptions of how we actually operate. Your experience working with Verifaxi should reflect these principles consistently.

See If We're a Good Fit

The best way to understand our approach is through conversation. We can discuss your current situation, what you need from accounting, and whether our philosophy aligns with how you want to work.

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