Built by operators who get it

We've scaled companies from 2 to 100+ employees. We've managed complex accounting systems. We've built the tech. Now we're bringing it all to ecommerce brands.

Why Zero2One exists

Traditional accounting firms weren't built for the speed and complexity of modern ecommerce. Month-end closes that take weeks. Reports that arrive too late to be useful. Accountants who don't understand marketplace fees, COGS allocation, or multi-channel inventory.

We built Zero2One because ecommerce brands deserve better.

Our system is engineered to go beyond standard reporting. We focus on continuous, data-driven insights—giving you the operational clarity and cash flow control needed to scale confidently with real-time profit analysis.

This isn't just bookkeeping. It's financial leadership for fast-moving ecommerce brands.

Meet the founders

Operators, builders, and problem-solvers

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Kate MacPherson

Founder & CEO

Kate brings deep operational and financial expertise from scaling multiple companies. As Co-Founder of HomeRoom, she spearheaded all core operational functions—including HR, finance, and asset management—scaling the internal team from 2 to 50 employees in 18 months. She managed complex dual accounting systems and drove key technology initiatives that significantly improved operational efficiency.
  • Scaled multiple companies from 10 to 100+ employees
  • Built and sold OneFirm, managing critical client relations and operational standards
  • Director of Operations and Product Management at APM Help, scaling the company from 10 to over 100 employees
  • Spearheaded financial oversight and created revenue strategies to stabilize and guide departments
  • Bachelor's Degree in Accounting & Management from Crandall University
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Joel MacPherson

Co-Founder & Strategic Advisor

Joel is all about increasing cashflow for ecommerce businesses. Starting as a CPA auditor in public accounting, he transitioned to CFO roles for 8-figure ecommerce brands. He founded OneFirm, building the team and processes from scratch, and is currently CFO/COO of TrueOps, helping Amazon sellers recover over $10M in reimbursements.
  • CPA with deep ecommerce finance expertise
  • Built finance operations for Dalstrong, modernizing systems with NetSuite and recruiting world-class teams
  • Founder of OneFirm, sold portfolio for 6 figures to focus on ecommerce accounting
  • CFO/COO of TrueOps, helping Amazon sellers recover millions in reimbursements
  • Raised millions in financing and led acquisitions for growing companies

How we work

Our principles guide everything we do

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Ecommerce-Only Focus

We don't serve everyone. We only work with ecommerce brands, which means we understand your business model, challenges, and opportunities deeply.

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Speed Matters

In ecommerce, decisions can't wait for month-end reports. We deliver real-time insights so you can move as fast as your market demands.

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Tech-Enabled

We combine smart technology with expert people. Our systems automate the mundane so our team can focus on strategic guidance.

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Partnership Mindset

We're not just your accountants—we're your finance partners. Your success is our success, and we're invested in your growth.

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Operational Clarity

Great finance isn't just about accurate books. It's about giving you clarity to make better decisions, faster.

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Built by Operators

We've been in your shoes. We've scaled businesses, managed rapid growth, and solved the problems you're facing right now.

Ready to work together?

Let's talk about how Zero2One can help your ecommerce brand scale confidently.

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