Holly Morton Built Accrual Mistress Bookkeeping to Simplify Small Business Finances

Please share a brief introduction and your business:

I’m Holly, the owner of Accrual Mistress Bookkeeping & Consulting. I help small business owners build clear, compliant bookkeeping systems so they can understand their numbers, plan ahead, and make decisions with confidence instead of stress. My work sits at the intersection of clean books, education, and practical financial systems.

Did you always know you wanted to be an entrepreneur?

No. In fact, I almost didn’t become one because of what I witnessed growing up. It took experience, confidence, and a clear understanding of the numbers to realize that owning a business didn’t have to mean constant stress or instability.

Take us back to when you launched? What was your marketing strategy?

My marketing strategy was primarily word of mouth from the start. Getting into the online space is somewhat new to me! It has worked wonderfully, but it's time to graduate!

What accomplishments are you the most proud of to date in your business?

I’m most proud of building a practice that clients trust to help them understand their business. Hearing clients say they finally feel confident looking at their reports never gets old.

What is one thing you wish you had known when you started your Entreprenista journey?

That you don’t need to do everything at once to be taken seriously. Relationships, consistency, and clarity matter far more than speed or perfection.

What did you go before starting your own business?

Before starting my business, I spent close to a decade working in internal accounting roles and also worked for an accounting firm. I’ve supported businesses from the inside and alongside CPAs, which gave me a strong foundation in both day-to-day bookkeeping and year-end readiness.

What made you take the leap to start your own business?

I grew up in a household shaped by entrepreneurship but also financial uncertainty, which made starting a business feel risky for a long time. Eventually, I realized the real problem wasn’t entrepreneurship itself—it was a lack of clear financial systems. Once I understood how powerful good bookkeeping could be, I wanted to help other business owners avoid that same uncertainty.

Do you have any recent wins?

Over the last year, I’ve expanded my training offerings and educational presentations, helping more business owners understand bookkeeping fundamentals and QuickBooks rather than just outsourcing blindly. That shift toward education has been especially meaningful.

Who are your customers?

I primarily serve women-led, product- and service-based businesses that have outgrown DIY bookkeeping and want clarity, consistency, and tax-ready financials. Many are established businesses that want better systems, better reporting, and fewer financial surprises.

What's your favorite business tool?

QuickBooks Online, because when it’s set up correctly, it becomes a powerful decision-making tool instead of just a place to park transactions. Clean data changes everything.

What advice do you have for aspiring Entreprenistas?

Build systems early, ask questions sooner than you think you should, and don’t wait until things feel “big enough” to take your business seriously. Clarity creates confidence and confidence compounds.

Learn more about the Entreprenista League and join today

‍