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From Startup Streets to Scalable Systems — Why Shiny Penny Exists

About Lindsay Davis Ince

Armed with an MBA and over 20 years of finance expertise, I’ve partnered with businesses ranging from ambitious startups to global enterprises, navigating both domestic and international markets. Along the way, I’ve built a reputation as a finance strategist known for delivering growth through precise planning, innovative solutions, and strategic execution.

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I started Shiny Penny 11 years ago as a single mom with an MBA and unequaled grit. I cut my teeth in San Francisco startups — lean teams, big expectations, zero room for error. I wasn’t just doing the books — I was in the room for M&A diligence, financial strategy, and the tough decisions that define success.
I then moved into corporate finance, gaining experience running AP departments and ultimately overseeing nine subsidiaries as Controller of Asia. I saw firsthand how great systems create great companies. I also learned how often businesses still struggled with the basics.

When I chose to build my own firm, I didn’t set out to be “another service provider.” I built Shiny Penny as a different kind of finance partner:

  • Founded on CFO expertise
  • Grounded in operational reality
  • Designed to bring clarity and confidence

For 11 years, I delivered hands-on financial leadership. Today, I’m scaling that system — training and empowering bookkeepers to deliver excellence with the same CFO standards I honed over decades.


What We Believe

  • Numbers should illuminate decisions, not confuse them.
  • Your books should be predictable, transparent, and accurate.
  • Finance should help you grow — not keep you up at night.

Here’s to building success together!

When I’m not crunching numbers or strategizing financial solutions, I love baking cookies with my daughter, traveling to new destinations, and indulging in life’s simple joys. Italy holds a special place in my heart, but my adventures don’t stop there! On my bucket list: mastering the guitar, speaking Italian fluently, and refining my skills as an artist.

Lindsay Davis Ince