Accounting and Advisory for MSPs and Growth-Focused Businesses

Dave Heistein is a Certified Public Accountant in California with a background spanning accounting, software development, IT, digital marketing, ecommerce, and entrepreneurial business operations. He is also an Advanced QuickBooks ProAdvisor, speaker, and Amazon best-selling author with more than 25 years of experience in finance, tax strategy, and operational management.

Before founding Profitwise, Dave worked in accounting, consulting, technology, and management roles with companies including Philip Morris, USWeb, and Inspired Arts. He also founded Dataworkz, a software development company, and later launched IP Strategy, an internet and business consulting firm focused on helping businesses leverage technology and operational systems to grow more effectively.

In addition to his accounting and consulting experience, Dave managed internal IT operations for multiple companies, giving him a practical understanding of how technology, systems, and financial operations work together inside growing businesses.

Dave’s diverse background gives Profitwise a unique perspective on how modern businesses operate, scale, and improve efficiency through better systems, financial visibility, and operational processes.

He holds a BA in Business Economics from the University of California, Santa Barbara, with concentrations in Accounting and Computer Science.

Jackie is a Certified Public Accountant and has a Bachelor of Business Administration and a Masters of Professional Accountancy from the University of Wisconsin-Whitewater. She has over 10 years of experience with a significant amount of experience in QuickBooks, bookkeeping, financial statements, tax planning, tax returns, and overall business consulting.

Jackie says, “I enjoy working with small businesses and helping them reach their goals. I focus on understanding and listening to the client’s needs to exceed their expectations and help make a difference within their organization.”

Dana is one of our accounting, bookkeeping, and QuickBooks rock stars. She brings a passion for excellence in customer service and a razor-like focus on accuracy and detail.

Dana has a wealth of experience and expertise. Her credentials include a Bachelor of Science degree in Accounting, a QuickBooks Specialist Certification, and certified QuickBooks ProAdvisor status.

In addition to her academic credentials, Dana brings expertise in several industries, including manufacturing, restaurant, disaster restoration, and public accounting. As an entrepreneur herself, she has a good understanding and unique insights into the accounting and bookkeeping needs of small businesses.

Dana says, “I enjoy working with Profitwise because we all share the same focus on customer support and service. I believe that customer service and support is the most important part of my role at Profitwise stands 100% behind this conviction.”

Deanna is a QuickBooks Pro-advisor and serves the important role at Profitwise as Accounting Team Lead.

Deanna is one of the few individuals fortunate enough to have been born and raised in America’s Finest City, San Diego. When not helping clients and the Profitwise team, she enjoys the many activities that living in San Diego has to offer.

Deanna brings stellar academic credentials to the Profitwise team. She has both a Bachelor’s of Science and a Master’s of Science in Accounting from San Diego State University.

Deanna says, “I really enjoy helping clients with their bookkeeping needs. I enjoy putting my education and natural affinity for detail, logic, and balance to work for clients, and in mentoring our accounting team to deliver top quality financials on time and on budget.”

Seeta is Co-Founder, and our Director of Client Relationships, as well as the current Champ of our Rock, Paper, Scissors Shoot-Out! Seeta is our people person. She brings an educational and professional background that is perfectly suited to excellence in customer service and a passion for helping people. Before co-creating Profitwise Accounting, Seeta successfully applied her relationship skills in a variety of roles including counseling, marketing, and business development. She is a native San Diegan who is committed to helping individuals, businesses and communities grow and prosper.

Seeta adds, “I enjoy giving a personal touch to our client relations and am dedicated to helping our clients succeed.”

Seeta received a Bachelor of Arts degree in psychology from San Diego State University. She is also the current CHAMP of our Annual Rock, Paper, Scissors Shoot-Out! 

Anne has developed her role as Director of Operations since joining us in 2018 in our San Diego HQ. Her growing department oversees client onboarding, coordinating the flow of information between clients and our various departments, and supporting our team with the development of tools and processes to keep your accounting purring in the background.

Anne has over 20 years experience in project management and client advocacy and loves growing the operations and client success teams. 

Anne received a Bachelor of Science in Textiles, Merchandising & Design with a concentration in Interior Design and a Minor in English from the University of Rhode Island.

Now back in her home state of CT, Anne is enjoying being close to friends and family with her husband and two young daughters.