If you hear the word "CPA" and immediately picture a stuffy office and a guy in a suit handing you a massive tax bill, you are not alone. But Amy and Jon Swartzfager are on a mission to completely change that narrative.

I recently had the pleasure of working with Amy and Jon as they launched their new business, Anchored Bookkeeping LLC. They are a husband and wife team who decided that the financial industry desperately needed a dose of genuine humanity. Getting to sit down and hear their vision for helping small businesses thrive was incredibly refreshing, and it is exactly why I love working with passionate entrepreneurs.

Here is a look at what Amy and Jon are building at Anchored Bookkeeping and how we captured their story.

The "Why" Behind Anchored Bookkeeping For Amy, the breaking point happened when she sat down with a stressed out salon owner. This owner had previously met with a traditional, intimidating accountant who bluntly told her she owed the IRS $7,000 as if she just had that sitting in her back pocket. Amy saw the total lack of connection and vowed right then and there to meet business owners where they are at. She realized CPAs do not need to be stuffy.

Jon found his calling through a desire to help people while maintaining the flexibility to be present for their family. Together, they launched Anchored Bookkeeping to bridge the gap, making finance relational rather than transactional. The need for this is huge. They want to free people from the heavy burden of bookkeeping so business owners can get back to doing what they do best.

Capturing the Lake Life When it came to planning their branding session, we completely bypassed the traditional office setting. Because faith, family, and boating are at the core of who they are, we headed straight to Findley Lake for a sunset session.

Their brand vibe is all about love, peace of mind, steadiness, and joy. We leaned heavily into a warm, earthy, film inspired aesthetic to bring that to life. Amy and Jon even brought their son along to the shoot because he is their ultimate "why." We incorporated a physical anchor into the shots to tie it all together, perfectly reflecting their promise to provide anchored financials you can trust.

They were so incredibly fun to work with. They warned me beforehand that they did not know how to pose, but they absolutely crushed it and brought so much genuine warmth to the camera.

"We don't just care about businesses' books but the owners themselves." — Amy & Jon Swartzfager

The Bottom Line Watching Amy and Jon talk about their family and their faith makes it obvious why they are so good at what they do. They bring that same level of care and integrity straight into their work. They are building a business deeply rooted in compassion, ensuring that local entrepreneurs never have to feel intimidated by their own finances again.

We brought the authentic, steadfast, and warm reality of Anchored Bookkeeping to life out on the lake. It was an absolute pleasure being behind the camera to help them launch this new chapter.

Want to learn more about the incredible work Amy and Jon are doing? Check out Anchored Bookkeeping at www.anchoredbookkeeping.com and follow their journey on LinkedIn!