Finance expertise, built into your portfolio
Rooled and Primary Venture Partners are partnering to give every Primary portfolio startup access to world-class CFO, accounting, and tax services from day one.
What You Get
Everything a startup needs on the financial side
Two firms, one mission: help startups win
Building a company is hard enough without the financial complexity that comes with it. That’s why Rooled and Primary Venture Partners joined forces — so that every founder in Primary’s portfolio has expert financial guidance at their side, not just when things get complicated, but from the very beginning.
Together, we combine Primary’s deep-rooted commitment to founder success with Rooled’s decades of hands-on CFO, accounting, and tax experience across hundreds of high-growth startups.
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Fractional CFO Consulting
Expert financial leadership — planning, forecasting, and funding strategy — without the cost of a full-time hire.
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Outsourced Accounting
Full bookkeeping and controller services that keep your financials clean, current, and investor-ready at every stage.
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Startup Tax Services
Tax compliance, preparation, and strategy tailored to startups — so you stay on the right side of the IRS while maximizing efficiency.
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Fundraising Readiness
We make sure your financials, models, and reporting are polished and compelling before your next raise.
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A partner, not a vendor
Rooled teams work alongside you — responsive, proactive, and genuinely invested in your company's success.
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Startup-native Speed
We move at startup pace. No waiting weeks for answers. Our team is built to keep up with the speed founders demand.
“In the world of startups, having a consistent and reliable financial partner is crucial. Rooled’s dependable, always-on, responsive service is a white-glove experience.”
Managing Director, Zetta Venture Partners
Let's build your financial foundation.
If you’re a Primary portfolio company, or a founder who wants to understand what working with Rooled looks like, we’d love to talk.