About ClearlyKept:
The Human Side of Accounting
ClearlyKept is a Charlotte, NC-based managed accounting and fractional CFO firm founded in 2025 by Ashley Love. The firm was built on the belief that small and mid-sized businesses deserve the same quality of financial partnership that Fortune 500 companies receive from their in-house finance teams. We are strategic, proactive, and deeply integrated with our clients.
Numbers tell a story. But behind every set of financials, there’s a person; an owner who bet on themselves, built something real, and now needs a financial partner who takes that seriously.
That’s why ClearlyKept exists.
Our Story
Ashley Love spent 15 years working in accounting and finance at Big Four firms, inside fast-growing franchise brands, alongside venture capitalists, and eventually as a CFO and CEO herself. She understood the financial systems, the strategic decisions, and the pressure that comes with operating a business at the highest level.
And then she saw what was happening everywhere else.
Small and mid-sized businesses (the ones driving real economic activity, creating jobs, and building communities) were stuck with one of two options: a solo bookkeeper who could record transactions but couldn’t help them plan, or a large accounting firm that treated them like a small fish in a very large pond. Neither was the answer.
Ashley knew there was a better model. One that combined the precision and rigor of institutional accounting with the strategy and partnership of a seasoned CFO — delivered with the warmth and attentiveness of a hospitality-first service experience.
In November 2025, she founded ClearlyKept.
The name is intentional. “Clearly” because clarity (in your numbers, your decisions, and your path forward) is the foundation of everything we do. “Kept” because this isn’t a transactional relationship. We are partners, and partnerships are kept.
Ashley knew there was a better model. One that combined the precision and rigor of institutional accounting with the strategy and partnership of a seasoned CFO, delivered with the warmth and attentiveness of a hospitality-first service experience.
Today, ClearlyKept serves growing businesses across the United States, with deep expertise in franchising, professional services, retail and consumer brands, and software and technology. We combine managed accounting services and fractional CFO guidance under one roof — so every client gets both precision and perspective.
Our Mission
To bring order, insight, and momentum to your financial operations.
We believe that when your finances are clear, when you understand your numbers, trust your reports, and have a plan for what comes next, everything else gets easier.
Better decisions. Less stress. More confidence.
Our Philosophy
Hospitality-First Finance
We took our cue from the best service experiences in the world, the kind of service where you feel genuinely taken care of, where you’re anticipated rather than reacted to. We apply that ethos to accounting. You shouldn’t have to chase your financial partner for answers. You should hear from us first.
Radical Transparency
We speak plainly. No jargon, no vague answers, no hiding behind complexity. When your numbers look great, we’ll tell you why. When they don’t, we’ll tell you that too, and we’ll bring a plan. You deserve honesty from your financial partner, especially when it’s hard to hear.
Kept Partnerships
The word “Kept” in our name is a promise. We don’t treat clients like transactions. We invest in understanding your business, your goals, and the people behind them. We show up as a consistent, trusted presence, not a vendor you hear from at year-end.
The Human Side of Accounting
Behind every P&L, every balance sheet, and every cash flow forecast is a person who built something and is working hard to protect it and grow it. We never lose sight of that. Our work is technical, but it is ultimately in service of the humans behind the numbers.
Our Team
Ashley Love
FounderAfter 15 years leading finance for franchise brands, M&A deals, and high-growth companies, Ashley built ClearlyKept so growing businesses get the CFO-level clarity and confidence they deserve, without the Fortune 500 price tag.
Co-FounderGarrett Astler
Garrett spent years at Gartner as a research director analyzing why finance technology fails to deliver results. He joined ClearlyKept to make sure yours doesn't, pairing AI-driven insight with hands-on strategy so your numbers actually drive growth.
Our Values
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We believe that every business owner deserves to understand their own finances. We eliminate jargon, simplify complexity, and communicate in plain language, because a financial report you don’t understand is just noise.
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We are not a vendor. We are an extension of your team. We show up proactively, invest in understanding your business deeply, and measure our success by your progress, not by the hours we bill.
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There is no shortcut to accurate financials. The detail matters. The reconciliation matters. The number that looks small in isolation can be the signal that changes a major decision. We take that responsibility seriously.
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Financial clarity is not an end state, it is a launchpad. When your books are clean, your forecasts are sound, and your strategy is aligned, you don’t just feel better about your business. You move faster, act bolder, and build with more confidence. That is the outcome we are working toward, every day, for every client.
FAQs
Where is ClearlyKept located?
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ClearlyKept is headquartered in Charlotte, North Carolina. However, we serve clients across the United States. Our service model is built for remote partnership: structured digital workflows, regular video calls, and responsive communication that makes location irrelevant to the quality of our work together.
What size businesses does ClearlyKept typically work with?
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Our sweet spot is U.S.-based businesses with $1M to $20M in annual revenue that are ready to graduate from reactive, compliance-only accounting to a proactive, strategic financial partnership. We work across four primary industries: franchising, professional services, retail and consumer brands, and software and technology. Learn more about our services
Does ClearlyKept specialize in any particular industries?
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Yes. We have deep, firsthand experience in franchising, professional services, retail and consumer brands, and software and technology companies. Our expertise in these sectors means we understand your business model, cost structure, and the financial questions specific to your industry, not just general accounting principles.
What makes ClearlyKept different from a traditional accounting firm?
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Most accounting firms are organized around compliance: tax returns, audits, and year-end financials. ClearlyKept is organized around your business outcomes. We combine the precision of managed accounting with the strategic perspective of a fractional CFO, proactively managing your finances, forecasting ahead, and advising on the decisions that shape your business trajectory.