We're building a national network of trusted financial advisors. If you're a credentialed financial professional who wants to build your own practice under an established brand — with proven systems, mentorship, and a mission you believe in — this is for you.
Apply Now →Since Jason Sellnow founded StraightForward Financial Insights in 2017, the mission has never changed: give small and mid-sized business owners access to the kind of financial leadership that actually moves the needle. What has changed is the scale of the opportunity.
Across the country, tens of thousands of business owners are underserved by the financial guidance available to them. They need fractional CFOs who genuinely understand their industry. They need exit planning advisors who execute rather than just advise.
They need accountants who see the full picture, not just the ledger. And they need all of it under one coherent, trusted brand.Our licensee model is straightforward: you run your own practice, serve your own clients, and operate with full professional independence under the StraightForward umbrella, with our systems, our methodology, our brand recognition, and Jason's direct mentorship backing you every step of the way. You're not an employee. You're a partner in a mission to bring financial clarity to every corner of the country.
You own your practice and your client relationships. We provide the brand, tools, and support.
We're actively expanding beyond Wisconsin into markets across the United States.
Direct mentorship from Jason Sellnow, CMA, CSCA, CEPA and access to the full StraightForward advisory team.
Whether you're a seasoned CFO, an exit planning specialist, or a meticulous bookkeeper there's a place for you in the StraightForward network.
This is the flagship opportunity. As a StraightForward Fractional CFO licensee, you'll serve small and mid-sized business owners in your market with the same high-level financial leadership our Wisconsin clients receive. You bring the credentials and the expertise we bring the proven methodology, the brand reputation, and the infrastructure that makes client acquisition and delivery smoother from day one. Ideal for former CFOs, controllers, and senior finance professionals looking to build their own book of business without starting from scratch.
Apply NowThere has never been more demand for qualified exit planning advisors and never fewer professionals equipped to serve that demand with real expertise. As a StraightForward Legacy Path Advising licensee, you'll help business owners build value, reduce risk, and execute successful exits using the Value Acceleration Methodology. Jason Sellnow's mentorship will accelerate your CEPA journey or deepen your existing credentials. This opportunity suits financial advisors, business consultants, and M&A professionals who want to serve business owners at one of the highest-stakes moments of their lives.
Apply NowClean books are the foundation of every great financial decision and the demand for reliable, business-focused bookkeeping far exceeds what the market currently supplies. As a StraightForward Accounting Solutions partner, you'll serve business owners who need more than transaction recording they need a financial foundation they can actually use. You'll work independently, serving your own clients with your own schedule, while benefiting from the StraightForward brand, referral pipeline, and client management tools. Ideal for experienced bookkeepers, accountants, and QuickBooks ProAdvisors ready to build something bigger.
Apply NowOur licensees aren't left to figure it out on their own. We've built the infrastructure so you can focus on what you do best: serving clients.
Walk into your first client meeting backed by a brand that has delivered 90.6% revenue growth and 342.8% net income growth for real clients. That track record is your credibility on day one.
We've refined our financial engagement process across years and dozens of clients. You get our frameworks, templates, reporting structures, and client communication systems — so you're not building from scratch.
Jason Sellnow (CMA, CSCA, CEPA) is invested in your success personally. Direct access to his guidance on client situations, credentialing, and practice growth.
Connected to every other licensee in the network — a community of experienced financial professionals you can collaborate with, refer to, and learn from across markets.
We support licensees with brand assets, content, referral systems, and co-marketing opportunities. You focus on clients — we help you find them.
Set your schedule, choose your clients, and run your own practice on your terms. Build exactly the practice you envisioned with the credibility of an established brand behind you.
“I built StraightForward because I saw firsthand how starved business owners were for real financial guidance — not reports, not dashboards, but someone who sits with them, understands their situation, and actually helps them solve it. The vision has always been bigger than one city or one state. I’m building a national network of people who share that conviction: that financial clarity isn’t a luxury, it’s a right. If you have the experience, the credentials, and the desire to make a real difference for business owners in your community, I want to talk with you. This is the opportunity I wish I’d had when I started.”
Apply Today
We review every application personally. If your background aligns with what we're building, we'll reach out directly to schedule a conversation. There's no pressure, no hard sell just an honest discussion about whether this is the right fit for both of us.
Ready to Move Forward?
Not ready to apply but curious about the model? Call or email us directly. We'll answer your questions honestly including if this isn't the right fit for you.
Or call us at (414) 301-9696