20+ Years of Making Startups Run Better

MATAX was founded on a simple belief: startups shouldn't have to choose between great accounting and great operations. We deliver both, powered by deep industry expertise, intelligent automation, and the relentless pursuit of efficiency.

For more than two decades, we have partnered with high-growth companies at every stage, from pre-seed to Series C and beyond, giving founders the financial clarity and operational infrastructure they need to scale with confidence.

MATAX is Xero Advisory Innovator of the Year 2025

Advisory Innovator of the Year

OUR STORY

Built by Founders,
For Founders.

MATAX was founded in 2006 by Dawn Hatch with a singular vision: to create an integrated firm that went far beyond traditional bookkeeping. We saw too many startups struggling because their accounting systems were disconnected from their operational reality.

Today, MATAX is a remote-first, San Francisco-based firm that serves venture-backed startups across the U.S. We combine deep accounting expertise with cutting-edge AI and no-code workflow automation.

"We don't just balance the books. We build the operational foundation that allows founders and owners to scale without breaking."
Dawn Hatch Founder & CEO, MATAX

FEATURED IN:

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OUR PROCESS

The CoreOps™ Process

Every engagement follows our proven four-step process, developed and refined across 300+ startup engagements. We learn your business before we build anything, and we stay with you after we do.

1

Deep Diagnostic & Design

We assess your current state with fresh eyes: every tool in your stack, how data flows between them, your team's actual workload and pain points, and your growth trajectory. We don't just identify problems. We design the solution.

Learn
2

Build & Implement

We set up your accounting system the right way, implement integrations and automations, create playbooks and documentation, configure dashboards, and test everything thoroughly before go-live.

Build
3

Train Your People

We don't implement systems and disappear. We train your team to own them. Hands-on training, clear documentation, patient troubleshooting. Your people should be able to operate independently.

Empower
4

Strategic Partnership

We transition to an ongoing partnership. Strategic advisory, continuous optimization, proactive problem-solving, and the kind of support that grows with you. Same team, before, during, and after.

Grow

This is not a one-time onboarding. We become an extension of your team, managing and improving your accounting and operations as you grow.

"Working with MATAX was a truly excellent experience. They listened to and understood our needs and provided a simple, fast, and effective solution that was implemented immediately. They were also flexible enough to adapt to our business instead of us having to adapt to theirs."

Sal A., Scansion

"MATAX has been a game changer...Their team's expertise and attention to detail have significantly streamlined our financial operations, allowing us to focus on our mission. They're proactive, responsive, and genuinely committed to our success."

Steve. M., Waggle

"MATAX has been a dream to work with. Not only did they help to clean up our accounting, their ongoing support and dedication to our company has been so instrumental for growing our studio."

Faith F., Spherical Studio

Leadership

 
 
Julie DeVincenzi MATAX Managing Partner
 

Julie DeVincenzi

Managing Partner/COO

 

With over twenty years of helping businesses work smarter through technology, Julie brings practical know-how and a talent for making complex operations simple to MATAX. Since 2014, she has shaped how MATAX uses modern tools and supports clients as Operations Director and Lead Cloud Accounting Integrator.

Julie's path to simplifying business processes began at FastChannel, where she spearheaded the transition from physical to digital ad delivery across nationwide radio and TV stations. This work taught her how to help businesses adopt new technologies while keeping their day-to-day operations running smoothly.

Drawing from years of managing successful projects and bringing new ideas to life, Julie oversees MATAX's use of leading business tools and support systems. She combines technical knowledge with real-world business experience, helping clients tackle tough operational challenges with confidence. 

As Managing Partner today, Julie leads MATAX's team of operational experts. She focuses on bringing together smart accounting practices with modern tools to help startup founders and business leaders grow sustainably. Under her guidance, MATAX turns complicated back-office tasks into clear insights that help clients make better business decisions.

 
Dawn Hatch MATAX Founding Partner
 
 

Dawn Hatch

Founding Partner / Certified AI Specialist

 

After a few trial-by-fire years at a family venture, Dawn found her calling to make businesses run smoother through innovative technology. She worked through IT departments in medical offices, then led logistics, recruiting, accounting, and HR for San Francisco and Silicon Valley startups.

Dawn discovered her sweet spot when she went solo, helping startup technology companies streamline their operations. From engineering and software firms to marketing agencies and health tech companies, she saw how the right systems could transform a growing business.

Feeling limited in what she could do within a single company, Dawn founded MATAX in 2006 to help other founders regain their time and energy. Since then, she has worked with hundreds of startup founders from seed to scale. She loves finding practical ways to simplify the complex parts of running a business, letting founders get back to building and creating.

As a recognized leader in startup operations and accounting, Dawn combines deep technical expertise with a practical, hands-on approach. Her commitment to transforming how growing companies streamline their operations and manage their books has earned MATAX recognition as 2X Xero Partner of the Year and Advisory Innovator of the Year.

Dawn focuses on building stronger, more efficient businesses through every client partnership, giving founders back their time to focus on what matters most-GROWTH.

Former Member XPAC (Xero Partner Advisory Council)
Certified AI: Operator, Human-Centered AI Leadership

 
Cheng Vang MATAX Senior Accounting Manager
 

Cheng Vang

Senior Client & Accounting Manager

 

In this pivotal role, fueled by an unwavering passion for helping small business owners, Cheng's extensive expertise delivers transformative impact for clients at MATAX. Her dedication ensures that clients receive efficient and forward-thinking solutions. Cheng excels at orchestrating seamless, innovative accounting workflows, managing workloads, and providing comprehensive financial insights that elevate the client experience and drive business success.

 
Dan Quigley Lead Accounting Technologist
 

Dan Quigley

Lead Accounting Technologist

As the Lead Accounting Technologist at MATAX, Dan Quigley stands at the forefront of integrating innovative technological solutions with traditional accounting practices. Fondly referred to as the “app guy,” Dan specializes in crafting automated processes that streamline financial operations, allowing the team to concentrate on the analytical and interpretative aspects of accounting. His passion for technology is matched only by his commitment to ensuring that MATAX’s online bookkeeping services are as efficient as they are effective. Outside of his professional life, Dan strikes a chord in the music world as a guitar player for a touring band. It was in the rhythm of managing his band’s finances where Dan discovered his knack for financial management. This unique blend of artistic creativity and financial acumen makes Dan an invaluable asset to MATAX, as he continuously seeks innovative ways to merge his love for creativity, technology, and finance to benefit the firm and its clients.

Current Member XPAC (Xero Partner Advisory Council)

“Dawn Hatch is an incredible leader in the accounting and cloud computing software space. She and her team stand out in service, knowledge, and training - full stop.”

— LJ M. | CoMUSE

OUR PHILOSOPHY

The MEMo Framework

Every decision at MATAX is guided by three principles: the MEMo framework that defines how we serve startups. This philosophy has been refined over 20+ years of working with high-growth companies, ensuring that every engagement delivers measurable, compounding value.

📐

Methodical

Every engagement follows the CoreOps process, our proven four-step methodology.

Nothing is ad-hoc or left to chance. We diagnose and design, build and implement, train your people, and forge a strategic partnership, every single time. This structured approach means that whether we are onboarding a pre-seed startup or optimizing operations for a Series B company, the process is repeatable, transparent, and designed to surface issues before they become problems.

⚡

Efficient

We eliminate waste at every level of your financial and operational stack.

If a process can be automated, we automate it. If a tool can replace a manual step, we implement it. Your team's time is too valuable for busywork. MATAX leverages AI-powered workflows and intelligent integrations to reduce manual data entry, accelerate month-end close, and free your team to focus on strategic initiatives that drive growth.

📈

Momentum

We don't just set things up and walk away. We manage and optimize continuously.

We build momentum that compounds as your startup scales. Every month, your operational processes become faster and more refined. Every quarter, your financial reporting becomes more insightful. This ongoing partnership means that MATAX grows with you, adapting to new challenges and opportunities as your company evolves.

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MATAX Xero Gold Partner of the Year badges.

2025 Advisory Innovator of the Year

2024 US People’s Choice Finalist
Two-Time Partner of the Year

As an award-winning Xero Partner and member of Xero’s Advisory Council (XPAC), MATAX seamlessly integrates features like expenses, project tracking, invoicing, financial statements, custom reporting, payment services, e-commerce bookkeeping, payroll, and more to create a comprehensive window into your business. Our Xero Accountants build an efficient hub for all your accounting activities, allowing you to see where you are and where you're going.

Unlike traditional accounting firms, MATAX uses AI to handle routine data entry, reconciliations, and basic reporting, freeing our team to focus entirely on strategic advisory work. We've helped hundreds of startup founders transform their accounting from a necessary burden into a strategic growth driver.

This means you get the support, advice, and insights that only a 100% Xero Certified Advisor firm can provide, enhanced by cutting-edge technology that makes your business more efficient and scalable.

 
MATAX Xero certified advisor
LEARN HOW WE DO IT

By the numbers

Our Track Record

These numbers represent more than metrics. They represent the trust that hundreds of founders have placed in MATAX to manage their most critical financial and operational systems.

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Startups served
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Client fundraising supported
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Client retention rate

Frequently Asked Questions

Everything You Need to Know

Answers to common questions about working with MATAX, from onboarding to ongoing support.

GENERAL

About MATAX

We're not just accountants. We're your full operations partner. MATAX combines expert accounting and bookkeeping with AI-powered workflow automation. Most firms do one or the other. We do both, and we connect them, so your back-office runs as efficiently as your product team.
No, MATAX does not provide tax services. We specialize in bookkeeping, accounting operations, payroll, CFO advisory, and workflow automation. For tax preparation and filing, we partner with trusted CPAs and can provide a warm introduction so your tax season is seamless with the clean books we maintain.
We work with seed-to-Series B startups across SaaS, eCommerce, FinTech, HealthTech, marketplaces, and other industries. Our sweet spot is startups with 5 to 100 employees who are scaling rapidly and need their back-office to keep pace with growth.
Most clients are fully onboarded within 1 to 2 weeks. We begin with a free discovery call to understand your needs, then build a tailored plan. Accounting cleanup typically takes 2 to 4 weeks depending on backlog; automation deployments begin within the first month.
Yes. Xero supports multi-currency and international operations, and our automation tools work globally. We serve startups based in the US, UK, Canada, Australia, and beyond. If your company operates across borders, we can handle the complexity.
MEMo stands for Methodical, Efficient, Momentum. It's the philosophy that guides every engagement at MATAX. We follow proven processes (Methodical), eliminate waste through automation (Efficient), and build systems that compound in value as you scale (Momentum). Learn more about MEMo above.
ACCOUNTING

Accounting & Bookkeeping

We are an Advisory Innovator of the Year and build all our accounting workflows on Xero. If you're currently on QuickBooks, FreshBooks, or another platform, we handle the migration as part of onboarding, at no additional cost.
We close books by the 10th of each month. For startups that need faster reporting (e.g., board meetings or investor updates), we can accelerate the close depending on transaction volume and complexity.
Absolutely. Our fractional C-Level advisory includes financial modeling, investor-ready reporting, board deck preparation, and due diligence support. We've helped clients raise over $800M in total funding across seed, Series A, and Series B rounds.
Yes. We provide full-service payroll processing including multi-state payroll, 1099 contractor management, benefits administration, and compliance monitoring. We integrate with platforms like Gusto and Xero Payroll.
That's exactly where we thrive. We've cleaned up books for startups with 6 to 24 months of backlog. Our onboarding process includes a full historical cleanup. We'll reconcile everything, fix categorization errors, and get you to a clean starting point.
OPERATIONS

Operations & AI Automation

We primarily use Make (formerly Integromat), Zapier, and n8n for no-code automation. For AI agents, we leverage platforms like OpenAI, Claude, and custom-trained models. We choose the right tool for each use case, optimizing for reliability, cost, and scalability.
No. We build, deploy, and manage your automations on an ongoing basis. Your team interacts with the outputs (dashboards, notifications, reports), not the underlying infrastructure. If something breaks, we fix it. If your needs change, we adapt the workflows.
Simple automations (2 to 3 step workflows) can be live within days. Complex multi-system integrations typically take 2 to 4 weeks. We follow the CoreOps process for every project: diagnose and design, build and implement, train your people, and strategic partnership.
Almost certainly. We've integrated with 200+ tools across CRM, accounting, project management, communication, eCommerce, and more. If your tool has an API or is supported by Make/Zapier, we can connect it. View our integrations →
An AI agent is a trained AI system that performs specific tasks autonomously, like answering customer questions, summarizing meeting notes, categorizing support tickets, or generating weekly reports. We design and deploy AI agents tailored to your workflows, so they do the work your team shouldn't have to.
ECOMMERCE

eCommerce Accounting

We support Shopify, Amazon, WooCommerce, Etsy, and other major platforms. We also integrate with payment processors like Stripe, PayPal, and Shop Pay, and eCommerce-to-accounting connectors like A2X and Link My Books.
Yes. We set up SKU-level profitability tracking that factors in COGS, shipping costs, platform fees, ad spend, and returns. You'll see true margin per product, per channel, and per campaign, so you know exactly where your money goes.
MATAX does not provide tax filing services. However, we make sure your sales tax data is accurately tracked and reconciled across all channels. We can recommend trusted partners who specialize in multi-state eCommerce sales tax compliance (like TaxJar or Avalara).
Yes. We manage direct-to-consumer (Shopify, Amazon) alongside wholesale and B2B channels. Each channel is tracked separately so you can see profitability across your entire business, from marketplace to retail to wholesale.

Build a Better Foundation

Stop fighting fires and start building for the future. Partner with the team that integrates expert accounting with intelligent operational workflows.

Schedule a Discovery Call →