We work as fractional controllers because we've seen what happens when good people build a great business…
…and still lie awake at night wondering if they're actually okay.
Most owners aren't afraid of hard work. They're afraid of surprises.
And it's not because they're doing something wrong. It's because nobody ever handed them a clear, honest view of the numbers, in plain English, with a steady hand behind it.
"That's what a fractional controller is to us. We're not just here to 'do the books.' We're here to make sure the scoreboard is real, the rules are followed, and the financial engine is running the way it should, so the owner can lead with confidence instead of anxiety."
We love this work because it changes the way people feel. When a business finally has clean reporting, tax planning, and a consistent monthly close, something shifts.
The best moment is when a client says: "Finally… I understand what's happening." That's the whole point.
A tax bill they didn't see coming.
Payroll landing the same week a big customer pays late.
A "profitable" month that somehow leaves the bank account empty.
Something shifts:
Decisions get easier
Teams stop guessing
Cash stops being mysterious
And the owner stops carrying everything alone
We chose fractional controller work because small business owners deserve the kind of financial leadership big companies take for granted, without having to hire a full-time executive before they're ready. If you've ever felt like you're running fast but can't tell if you're winning… we get it. Some of us own an e-commerce store, and we'd love to help you get your clarity, control, and confidence back.
Built for e-commerce owners who want clean books and clean decisions.
We've sat on both sides of the table: as e-commerce operators and as controllers responsible for making sure the numbers are real, the cash is protected, and the business can scale without chaos.
Over the years we've led accounting teams, tightened close processes, supported acquisitions, and built the kind of financial operations that help owners sleep at night because they actually know what's happening in the business.
Smallbiz Controller exists to give e-commerce small business owners that same level of control, without hiring a full-time controller. We bring structure to your accounting, clarity to your reporting, and discipline to your cash management so you can make confident decisions on inventory, ad spend, payroll, and growth.
That means accurate monthly financials, smarter cash forecasting, clean processes, and proactive guidance so you're not guessing, reacting, or discovering problems when it's too late.
Our vision is to be the most trusted fractional controller partner for SMBs in the U.S.
These are our values that we stand by:
Our Mission
Give owners Clarity, Control, and Confidence with financial leadership.
Translate numbers into strategy; build systems that scale.
& Confidence
Jose Santana, CPA, EA, MBA
Founder
Jose Santana’s entrepreneurial path began immediately after high school, giving him firsthand experience in the challenges small business owners face. As a CPA and IRS Enrolled Agent, he combines technical expertise with the practical wisdom gained from “wearing every hat” in his own ventures. Jose founded Smallbiz Controller with a clear mission: delivering enterprise-level financial clarity without corporate overhead costs. His philosophy that “clarity is a cheat code for growth” drives the firm’s approach focusing on partnership rather than simply providing reports. Under Jose’s leadership, the company prioritizes impact over billable hours, measuring success through client wins rather than time sheets.