Today we’d like to introduce you to Sara Villanueva Ortiz.
Sara, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve known since high school that I wanted to work in accounting, but my career didn’t follow a straight line. I spent years building experience in customer service and project management before reaching a point where corporate life no longer felt fulfilling. That’s when I finally decided to take the leap and start my own firm.
Bookkeeping drew me in because I kept seeing how a disorganized financial system could spill into every part of a business: operations, stress levels, even confidence. As I worked with small business owners, I realized how many felt overwhelmed or discouraged by their numbers and tax responsibilities.
I wanted to change that. I became a QuickBooks ProAdvisor, refined my systems, and built a business centered on clarity, patience, and true partnership. Today, I support small businesses across Texas, helping them actually understand their numbers rather than just handing them a monthly report. It’s empowering to give people that kind of confidence.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been smooth. I actually formed my LLC and then quit a few months later because the marketing side of business ownership felt so overwhelming. After helping my very first client, I didn’t onboard another for almost a year because I felt unsure about putting myself out there.
Eventually, I found my rhythm again and even started enjoying the marketing process just as much as the bookkeeping itself. That said, juggling everything, including client work, admin, and marketing, can still feel like a lot, so time management is essential.
Another big struggle was learning my worth as an entrepreneur. I started out simply wanting to help people, but I didn’t initially recognize the impact my work could have. It wasn’t until clients shared how much easier their businesses ran, or how my systems helped them regain control, that it clicked for me. That confidence didn’t come naturally, but getting there has been a major turning point.
One of my clients once said she had a hard time sharing her financial information with someone else but she immediately felt trust with me and my work had allowed her to really dig deep into what was actually going on in her business. My view of my work definitely changed then.
We’ve been impressed with Walletkeeping, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Walletkeeping is a virtual bookkeeping firm based in New Braunfels, serving service-based businesses across Texas, especially in the San Antonio area where the business was originally founded. Our mission is simple: help owners stay organized, understand their numbers, and feel confident making financial decisions.
What I do:
I provide monthly bookkeeping, QuickBooks cleanups, payroll management, accounts receivable and payable support, business formation services (EIN, LLC filings, Registered Agent), and QuickBooks setup and training. Clients receive clear, easy-to-read monthly reports with straightforward explanations about what their financials actually mean and how they can use that information to move forward.
What I’m known for:
Clients often tell me they appreciate my patience, quick communication, and ability to break down financial information in a way that finally makes sense. I also build simple visual systems and custom QuickBooks guides that help them stay on track between meetings. And honestly, I’m not another boring bookkeeper! I bring warmth, education, and a little fun into a topic that usually feels intimidating.
What sets Walletkeeping apart:
I bring more than twelve years of customer service and project management experience, which completely shapes my approach. In an industry where business owners often feel ignored or rushed, my clients know they’ll be seen, supported, and guided. I keep things simple, meet people where they are, and help remove the stress that so often comes with bookkeeping. I also understand the unique needs of Texas businesses, from sales tax rules to new entity requirements, which helps clients stay compliant without confusion.
What I’m most proud of:
I’m most proud that after working with me, clients feel more confident, informed, and empowered. Walletkeeping is built on transparency, consistency, and genuine care for the people behind the numbers. I truly become your business’s biggest cheerleader and celebrate your wins right alongside you.
What I want readers to know:
If you’re a Texas business owner who wants organized books, reliable monthly support, and clear explanations without the overwhelm, Walletkeeping offers steady, dependable partnership.
Are there any important lessons you’ve learned that you can share with us?
One of the biggest lessons I’ve learned is that many clients come to me feeling embarrassed about messy books or overdue filings. Handing over your financial data can feel vulnerable, and people often worry about being judged. But running a business is demanding, and falling behind doesn’t mean you’ve failed. Reminding clients of that helps them move forward instead of staying stuck, and I never judge. We’re all doing our best.
On a personal level, I’ve learned that I can’t do everything, no matter how much I want to. Delegating tasks, even ones I enjoy, has been essential for growth. Letting go has allowed me to show up more fully for my clients and for myself.
Pricing:
- $250 – $1000 per month for monthly bookkeeping (depending on complexity and business needs)
- $300 one time fee – Customized QuickBooks setup for you to DIY your bookkeeping
- $300 one time fee – Business formation + State filing fees
- $150 per month – Full Service Payroll
- FREE Initial Consultation
Contact Info:
- Website: https://walletkeeping.com/
- Instagram: https://www.instagram.com/walletkeeping/
- Facebook: https://www.facebook.com/people/Walletkeeping/100086348392532/
- LinkedIn: https://www.linkedin.com/in/sara-villanueva-ortiz-9aa03218b/
- Yelp: https://www.yelp.com/biz/walletkeeping-san-antonio-2
- Other: https://g.co/kgs/WW8SZRM
