Accounting and advisory for modern businesses
Productized bookkeeping, predictable monthly close, and decision-ready reporting — so you stop guessing and start growing.
Client Profitability
January 2026
Revenue
$169,500
Gross Margin
51.1%
↑ +2.8pts
Overdue AR
$12,800
↑ Needs action
| Client | Revenue | Margin | Status |
|---|---|---|---|
| TechStart Inc | $48,000 | 60% | Profitable |
| GrowthCo | $36,000 | 65% | Profitable |
| Bloom Brands | $28,500 | 60% | Profitable |
Founded by a team from
Your bookkeeper sends you a P&L. You need answers.
"Can I afford to hire?"
You're ready to bring on your next hire, but your books closed 45 days ago. You build a spreadsheet, guess at the numbers, and either delay the decision or take the risk blind.
"Which clients are actually profitable?"
You have a dozen active clients. Some feel great, others drain your team. But your bookkeeper doesn't track profitability by client — so you're guessing who to keep and who to fire.
"What happened to my cash?"
Revenue is up, but your bank balance is down. Your bookkeeper can't explain why. You spend a weekend digging through QuickBooks yourself.
Generic bookkeeping gives you reports. Laya gives you answers.
Everything you need to run your finances with confidence
You're buying certainty — not another dashboard.
Books closed in 10 days
- Full reconciliation every month
- P&L, Balance Sheet, Cash Flow — delivered, not DIY
- Expert review on every close
vs. 30-60 days with a typical bookkeeper
Client profitability tracking
- Revenue and margin by client, by service line
- Know exactly which clients make money
- Built into your monthly close — not a separate tool
The insight most businesses are missing
Advisory when you need it
- Upgrade path from bookkeeping to advisory to tax
- Hiring affordability analysis and cash flow modeling
- Monthly founder summary: what changed, what matters
Available on Summit and Peak tiers
Three steps to financial confidence
From setup to insights in days, not months.
Connect your stack
QuickBooks Online + Gusto/Rippling + Stripe/Mercury/Brex. One-time setup: chart of accounts, client mapping, contractor classification.
We use a schema built for your business model — not generic templates
We close your books
Expert categorization and reconciliation. Every close is reviewed before delivery.
You receive: P&L, Balance Sheet, Cash Flow — plus profitability and advisory insights on higher tiers
You make decisions with confidence
Clear data on client profitability, cash flow, and hiring capacity — updated with every close.
Decision-ready insights and support when you need it
Built for modern businesses
We work best with a specific type of company.
Good fit
- Professional services firms ($1-10M revenue)
- Founder-led businesses (5-50 team members)
- Mix of full-time employees and contractors
- Using modern tools: QBO, Gusto, Stripe, Slack
- Founder still actively manages finances
- Want a predictable monthly close and decision-ready reporting
Not a fit yet
- Retail, restaurants, or inventory-heavy businesses
- E-commerce or product businesses
- Enterprise with in-house finance teams
- Complex multi-entity consolidation (coming soon)
- Tax-only engagements
Built on vertical playbooks
Our process adapts to your business model — so your books reflect how you actually operate.
Startups
Investor-ready books, runway visibility, and reporting your board will trust.
- Runway and burn tracking updated with every close
- Investor-ready monthly close by day 10
- Decision-ready reporting: P&L, Balance Sheet, Cash Flow
- Cap table-aware bookkeeping
Agencies
Profitability by client and service line, utilization tracking, and cash timing.
- Client profitability by client and service line
- Employee and contractor utilization tracking
- Cash timing and AR visibility
- Contractor cost allocation built into your close
What business owners are seeing
Representative examples based on common patterns.
Professional services firm, 12 people
Representative exampleBefore
Books 2 months behind. No client profitability data. Hired based on gut.
After Laya
Closed by day 8. Identified 3 unprofitable clients. Hired a designer with confidence.
Growth-stage company, $2.4M revenue
Representative exampleBefore
Inconsistent close. $4K tax surprise. Board meetings stressful.
After Laya
Predictable cadence. Tax planned quarterly. Board deck ready in minutes.
These are representative examples, not guaranteed results.
Built by someone who's done this before
Varun Annadi
Founder & CEO
Varun spent the early part of his career shipping products in world-class execution environments — multiple generations of Apple Watch at Apple, a cross-functional AR Glasses program at Google, and product leadership at Noom. He built a reputation for navigating complex technical challenges, managing global partners, and delivering crisp executive communication to Apple's COO and Google VPs.
In parallel, he co-founded SPA Associates, an accounting and financial advisory firm. He helped grow the firm from $0 to $5M+ in revenue and scaled operations to a 70-person organization across the US and India — designing the systems and workflows that made it possible to serve hundreds of small businesses reliably.
After Harvard Business School, Varun founded heva, an AI-native healthcare platform — onboarding 70+ providers, reaching $250K ARR, and raising a $3.1M pre-seed.
Laya brings all of this together: the accounting firm operational expertise, the big-tech product thinking, and the founder experience. It's the firm Varun always wanted to build.
Background
Financial confidence for your business starts here.
Stop making $100K decisions with 60-day-old data.