About Heartfelt CFO & Tax Services
An ongoing CFO partnership for businesses
ready for what's next.
Heartfelt was built on a simple belief: growing businesses deserve more than accurate books and tax filings. They deserve an experienced financial partner who helps them navigate the decisions that come with growth.
Why We Exist
We built Heartfelt around one simple observation.
After years of sitting across the table from business owners, one thing became clear. Very few wanted someone to simply organize their numbers. What they really wanted was someone they could think with.
Someone who could help them understand what they were seeing.
Someone who could explain the trade-offs behind an important decision.
“Here’s what I would pay attention to next.”
That desire is what Heartfelt was built around. Because financial reports alone don’t create confidence. Software doesn’t create confidence. Even accurate bookkeeping doesn’t create confidence.
Confidence comes from understanding what your numbers mean, knowing which decisions deserve your attention, and having someone who helps you think through them before they become costly mistakes. That’s the role we’ve chosen to play.
How We Think
Every business grows through three stages.
We don’t measure progress only by revenue.
We measure it by how confidently a business can make financial decisions as it grows — gradually, from Clarity, to Structure, to Scale.
Clarity
You can’t improve what you can’t clearly see.
Accurate books, timely reporting, and an understood tax position — financial information you can actually trust.
Structure
Clarity creates awareness. Structure creates consistency.
Planning replaces guessing. Tax strategy turns proactive. Financial decisions become intentional, not reactive.
Scale
Sustainable growth is built on clarity and structure.
Opportunities get evaluated with confidence, not emotion. Growing stronger, not just larger.
Meet Our Founder
"They weren't looking for more reports. They were looking for perspective."
Margo Masri
Founder & CEO, Heartfelt CFO & Tax Services
For more than two decades, I’ve worked alongside business owners through nearly every stage of business growth — recovering from years of neglected bookkeeping, navigating complex tax situations, improving profitability, preparing for acquisitions, and making the financial decisions that shape the future of a business.
Those experiences taught me something I never expected. Most businesses weren’t struggling because they lacked accounting. Many already had bookkeepers, accountants, monthly statements. But they still felt uncertain when it came time to make important decisions. They wanted someone who could connect the numbers to the decisions ahead, challenge their thinking, and provide confidence before, not after, a major decision.
Heartfelt began as a traditional bookkeeping practice. Today, we’re an ongoing CFO partner bringing bookkeeping, tax planning, strategic guidance, and CFO advisory into one relationship that grows with our clients. My goal has never been to become another accounting firm — it’s to become the financial partner business owners trust when the decisions matter most.
Experience & Recognition
Built through experience. Recognized for excellence.
More than two decades partnering with business owners across New York, New Jersey, and throughout the United States — supporting real estate, healthcare, construction, professional services, and founder-led companies navigating growth, complexity, and change.
Recognized
Top 18 Bookkeepers in New York
Featured
Top 100 in Finance
Honored
RED Award — Tax, Business Growth Strategist & CFO of the Year
Beyond client work, Margo is an educator and speaker who regularly shares practical insights on tax strategy, financial decision-making, and business growth through LinkedIn, workshops, webinars, and the Financial Clarity Guide.
Who We Work Best With
We work best with businesses that have outgrown reactive accounting.
Our clients are usually established businesses that want more than bookkeeping and year-end tax preparation. They want a financial partner who helps them think ahead.
Real Estate Owners, Investors & Operators
Founder-Led Businesses
Healthcare & Mental Health Practices
Multi-Entity Organizations
Professional Service Firms
Businesses Preparing for Growth, Acquisitions, Restructuring, or Succession
Whether you’re building your financial foundation or leading a growing organization, we meet you where you are and provide the level of CFO partnership your business needs today, while giving you the flexibility to grow into additional strategic support as your business evolves.
How We Support Our Clients
Financial support that grows with your business.
Every business is different. Some owners need to clean up years of bookkeeping before they can confidently move forward. Others need consistent monthly financial management. Many are ready for proactive tax planning and financial oversight. Some need an experienced strategic partner sitting alongside them as they make high-impact business decisions.
That’s why we’ve built our services as an ongoing CFO partnership that grows with your business — every engagement designed for where your business is today, without requiring you to hire a full-time CFO before you’re ready.
Financial Cleanup & Catch-Up
Financial Essentials
Proactive Financial Leadership
Growth Strategy & Leadership
Crown Advisory
Let’s Start the Conversation
Wherever you are today, we'll meet you there.
Whether you’re looking to organize the past, strengthen your financial foundation, or prepare for your next stage of growth, we’d love to learn more about your business and the goals you’re working toward.