We are Simple
Truth Finance.
Elite financial strategy and infrastructure for growing businesses. We believe you deserve the same caliber of financial leadership that Fortune 500 companies take for granted — without the enterprise price tag.
Our values.
Uncompromising precision
Your records are the foundation of your business. We keep your books completely clean, balanced, and organized every single day. When tax season rolls around, you'll be completely ready with zero panic.
Total transparency
We don't hide behind confusing accounting terms or messy spreadsheets. We hand you straightforward, easy-to-read reports so you can see your exact profits, margins, and balances at a single glance.
Forward-looking strategy
Standard bookkeepers only tell you where your money went. We help you see where your business is going — looking ahead at your cash flow so you can make hiring and growth decisions with confidence.
Elite customer service
You aren't just a ticket number in a corporate queue. When you work with us, you get direct access to seasoned financial experts who actually understand your business. We're just a quick message or call away.
The team behind
Simple Truth Finance.
Joe Wendl
Founder & CEO
With over 20 years of financial experience, Joe has directed fiscal strategy across the entire economic spectrum — from chaotic early-stage startups to leading multi-million dollar budgeting processes for corporations with over 500 employees. He founded Simple Truth Finance to deliver enterprise-level strategy directly to growing business owners who are tired of flying blind.
Sarah Wendl
Senior Accountant
Sarah anchors our core accounting operations, bringing an uncompromising eye for detail honed in the high-stakes world of public accounting and corporate finance. She ensures our clients' books are flawlessly organized and tax-ready — and is the only person on the team authorized to tell the Founder when his models are getting too ambitious.
A structure built for
how businesses grow.
We don't believe in one-size-fits-all engagements. Every client starts where their business is today and builds toward where they want to go. Our four-level service ladder ensures you always have the right level of financial infrastructure in place — no more, no less.
We operate as a fully remote, cloud-first firm — serving businesses nationwide from our base in Ankeny, IA. No boardroom. No commute. Just direct, high-leverage financial partnership built around your schedule.
Fractional CFO
Level 4Forward-looking strategy & monthly advisory
Financial Analysis
Level 3Cash flow gap analysis & margin diagnostics
Accounting
Level 2Active money management & weekly cash tracking
Bookkeeping
Level 1The foundation — clean, reconciled books every month
Every engagement starts here. Each level builds on the one below it.