Rooled has been acquired by Multiplier Holdings. Johnnie Walker, Jason Granado, and David Johnson remain directors of the firm, and every controller and CFO stays on the accounts they already run. We will now be identified as Rooled, a Multiplier company.
“Clients hired us for the relationship,” said Johnnie Walker, director of Rooled. “Multiplier lets us build tools around how we already work, instead of asking clients to change how they work with us.”
Who Multiplier Is
Multiplier acquires established professional services firms without changing who’s in charge or who clients call. A firm keeps its name and its leadership. Client relationships don’t move either. What Multiplier adds is long-term capital and custom technology, built around how the firm already operates rather than a system everyone has to learn from scratch.
The team building that technology is more than 30 people, several of whom came from Stripe, Google, and Dropbox. They work inside each firm they acquire rather than selling them software from the outside. Multiplier launched in 2025 with $27.5 million in seed and Series A funding led by Lightspeed Venture Partners, and closed a $35 million Series B in August led by The General Partnership, with Ribbit Capital and Lightspeed also participating. Rooled joins a distinguished group that includes Onside Accounting and Oxygen Advisors, among others.
Noah Pepper, a former Stripe executive, founded the company on a specific bet: most professional services firms run on judgment and relationships built over years, and the better move is to invest in that rather than try to automate around it.
What This Means for Rooled
The practical part of this deal is what Rooled gets access to. Multiplier maintains an in-house library of AI and workflow tools, built and maintained by its engineering team, and configures it to fit how each firm it acquires already operates. For us, that means tooling we couldn’t have built without hiring an engineering team of our own.
Concretely, that starts with the parts of the job that eat a controller’s week without adding much value to a client: reconciliations, and the manual work of pulling numbers out of several systems before a call. Automating doesn’t free up time so we can do less. It means more hours going back into the actual advisory work clients hired us for, the forecasting conversations and the judgment calls, instead of the data-wrangling that has to happen before those conversations can start.
It also changes what we can build around the platforms already in our stack. A controller managing a client’s books across two or three systems today spends real time stitching that data together by hand. Multiplier’s engineers can build the connective tissue between those systems in a way a lean operations team never had the bandwidth to prioritize on its own. That’s faster close cycles and cleaner reporting for clients, and for the software partners we already integrate with, a deeper, more automated relationship than we could have built alone.
There’s also the network. Multiplier’s portfolio firms have started referring clients and work to each other, and Rooled now sits inside that group. Firms that have gone through this same process describe the technology layer as freeing up staff time that used to go to admin work, and describe the broader Multiplier network as opening doors that would have been hard to open alone, including hires they wouldn’t have landed without the affiliation.
None of this changes how Rooled operates day to day. It changes what we can build and who we can reach while doing it.
About Rooled Rooled provides outsourced accounting, fractional CFO, and tax services to venture-backed and high-growth companies. More at rooled.com.
About Multiplier Multiplier acquires specialized professional services firms and builds custom technology around how their experts already work, while each firm keeps its brand, leadership, and client relationships. The company was founded by Noah Pepper, a former Stripe executive. More at multiplierholdings.com.