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Hey friend...

I'm Ashley ford

...and you're in the right place.

I'm an expert in small business accounting, a Quickbooks guru, and my obsession is helping women make better decisions in their business (all while feeling confident and living in their zone of genius). 

I grew up in a family of entrepreneurs. Even my sister was selling home-baked cheesecakes in the neighborhood at 8 years old! My dream job as a kid was to run the show in my own business, so here we are!

I've been empowering small businesses with clear financials for almost 10 years. Here's what I've learned:

When you become an entrepreneur, you trade stability for possibility

YOU get to define your version of success and build a life you love. How beautiful is that?


Are you craving clarity around the numbers in your business?

Our clients are passionate, creative, and really good at their craft. 

Their struggle? They feel frustrated, lost and overall overwhelmed with their business finances and are ready for guidance.


We take clients from feeling in the weeds stressed about money, no clue where they're spending or what they're making, and an unorganized headache to having financial clarity, feeling confident in their decisions, and thriving in a business they love.


We pride ourselves on being a little different than most accounting firms. We don't just do, we teach.


We're sitting on the same side of the (virtual) table with you, presenting the information in an approachable way. 

(also, if you're new here, this is my pup Penny Lane)

little background on me

I grew up in Dallas, TX raised by fearless small business owners. My childhood was filled with the celebrations and woes of small business ownership.

I remember visiting them at work during busy seasons and "helping" around the office. I also remember them attending my sports games, taking summer Fridays, and many family vacations. These experiences gave me first-hand experience with the freedom and responsibilities that come with owning a small business.

I graduated from the University of Oklahoma (Boomer Sooner!) with a degree in accounting and went straight to work for a CPA firm where I was blessed with a wealth of opportunity and responsibility. After about 5 years, I transitioned to working for a family-owned start-up. Both experiences were life-changing and opened my eyes to my passion for small business success. I wanted to find a way for my entrepreneurial spirit to thrive and for me to help more business owners pick up their kids from school, take summer Fridays, and travel (if that's your thing).

I started Pretty Penny in 2018 with the goal of creating financial freedom for myself while empowering other women to do the same!


now it's time to MEET THE TEAM

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Throughout my career as a manager for high-end merchandise companies, I utilized my Public Relations degree from The University of Alabama (Roll Tide, Roll!!!) to focus on the shopper’s experience and how that can make or break growth. After nearly a decade in the fast-paced retail industry, I learned communication is a vehicle for trust and transparency that must be continuously learned and fostered.


My projects with Pretty Penny streamline my passion for quality customer experience and maintaining patronage -- a focus area that developed extreme importance to me in my previous roles. I recognize being deadline-driven is a lifestyle requirement within the entrepreneurial world. I am excited to generate creative solutions that business regularly require. I appreciate that small businesses live, breathe, and grow by the power of their clients’ experiences, and I am eager to be a supportive member of your team!


When I’m not helping clients, you can find me enjoying time with my family. My husband and I enjoy checking off house projects and tackling our goals on the Peloton platform. When I’m not enjoying the excitement of being a new mom to my daughter, I’m snuggled with a good book in one hand, a glass of red wine in the other, and our two Labradoodles at my feet.


we believe in being...


always looking to improve ourselves, improve the organization, and encourage clients to improve their financial education


working hard to earn the trust and vulnerability of our clients and even harder to keep it


eager to give back to our clients and each other, exceptional customer service


showing ourselves and others kindness and patience


owning our projects/tasks and finding clever and efficient ways to overcome challenges

...and we love working with clients who believe the same.

What Clients Say

"I've never had an accounting experience like this that totally just broke down the complexities of accounting and put it in a way that I could understand, but also not be totally bored by."
Lauren, Brand Good Time

if you're ready to ditch the overwhelm and level-up your decision making,



Marketing Your Financial Business: A Conversation About Bookkeeping, Advisory & Healthy Profits


Keep getting better at outsourcing


On Top Of It - Money, Tax Deductions, Business Classifications, Budgeting

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