Joshua Koepp

Why this persona fits the audience

He is a fractional CFO serving four small clients and a sole proprietor practice. He builds board updates, cash-flow views, and lender packets from scattered spreadsheets and email chains, mostly with free tools and no personal subscription to a specialist workspace product.

• Age: 51
• Location: Seattle, WA, US
• Occupation: Fractional CFO
• Income: $160k
• Education: Bachelor's in accounting, CPA
• Company size: Self-Employed
• Years in role: 7

“The real value isn't just in the numbers, but in making sense of them so good decisions can be made.”

Joshua Koepp has spent over two decades navigating the intricate world of finance, culminating in his current role as a fractional CFO. After earning his Bachelor's in Accounting and CPA certification, he spent the early part of his career in public accounting at a mid-sized firm in Seattle. There, he honed his skills in auditing and tax, developing a keen eye for detail and a deep understanding of business operations across various industries. However, the rigid structure and billable hour pressures of the firm eventually felt stifling. He craved more autonomy and the opportunity to build direct, lasting relationships with businesses. Around seven years ago, he transitioned to a solo fractional CFO model, a move that aligned perfectly with his desire for independence and his practical approach to work. He now serves a portfolio of four small to medium-sized businesses, alongside managing his own practice's finances. His clients range from a growing e-commerce retailer to a niche software developer, each presenting unique financial challenges. Joshua's strength lies in his ability to distill complex financial data from messy, disparate sources – often just spreadsheets and email chains – into clear, actionable insights. He meticulously crafts board updates, cash flow projections, and lender packages, relying primarily on free or cost-effective tools. This approach reflects his core values of financial discipline and practicality; he believes in maximizing efficiency and avoiding unnecessary overhead, both for himself and his clients. He recently spent three weeks consolidating quarterly financial statements for a client in the food service industry, a task that involved reconciling point-of-sale data with inventory records and bank statements, ultimately presenting a revised profit and loss statement that highlighted a previously unnoticed margin erosion. His income of $160k reflects his expertise and the critical support he provides, allowing him a comfortable, stable life in Seattle with his wife, Sarah. While dedicated to his work, he carves out time for his passion for woodworking and staying updated on his beloved baseball team, finding balance through tangible, hands-on hobbies that contrast with the abstract nature of financial figures.

Background & daily life

A day in their life

Joshua's typical weekday begins around 7:00 AM with coffee and a quick scan of financial news. He heads to his home office by 8:00 AM, often starting with urgent client emails or reviewing overnight data uploads. His morning might involve compiling a cash flow forecast for a manufacturing client, followed by preparing a board update for a tech startup. Lunch is usually a quick, healthy meal at his desk. Afternoons are dedicated to lender packet preparation for a retail client or reconciling accounts for another. He aims to wrap up client work by 5:30 PM, often spending the last hour of his workday on administrative tasks or planning for the next day. Evenings are for family, dinner, and often, a few hours in his woodworking shop.

Lifestyle

Joshua lives in a modest, well-maintained home in a Seattle suburb with his wife, Sarah, a retired teacher. Their two children are grown and live on the East Coast, so their current routine is quieter. He values financial stability and lives comfortably but not extravagantly, prioritizing savings and long-term security. His evenings often involve working on woodworking projects in his garage, a space he's meticulously organized. He enjoys a good craft beer after dinner and follows the Mariners closely during baseball season. His health is generally good; he walks regularly and tries to eat balanced meals, though he admits to enjoying a good steak now and then.

Work life

As a fractional CFO, Joshua juggles the financial needs of four distinct small businesses and his own practice. His days are a constant stream of data wrangling, transforming disparate spreadsheets, email attachments, and scanned receipts into coherent financial narratives. He prides himself on his ability to extract clarity from chaos, often using free or low-cost tools to build board-ready reports, cash flow projections, and lender packages. Coworkers are rare; he primarily interacts with his clients' founders or operations managers, who are often overwhelmed by financial details. The pressure comes from tight deadlines and the critical nature of the information he provides for client decision-making.

Relationships

Joshua is married to Sarah, his college sweetheart, who provides a grounding influence. They have a strong, quiet partnership. His relationships with clients are professional but cordial; he's respected for his competence. He maintains a few long-term friendships from his accounting firm days, though they see each other infrequently. His adult children are a source of pride, and he enjoys their occasional visits.

How they decide

Joshua is highly analytical and research-driven, but also deeply practical. He weighs options carefully, focusing on tangible benefits and potential risks. He prefers solutions that are proven, efficient, and cost-effective, often favoring incremental improvements over radical changes. He trusts his own judgment and experience, rarely swayed by trends or hype.

How they sound

Speaks in a measured, even tone. His cadence is steady, reflecting his deliberate thought process. He uses precise language, avoiding jargon where possible unless discussing specific financial concepts. He's not prone to slang or overly casual expressions. His formality is professional but approachable. He tends to be direct and avoids ambiguity, especially when discussing financial matters. He rarely expresses strong emotions, maintaining a calm demeanor.