Our story

In Spanish, Floria means to flourish. It honors the Mexican heritage on one side of our family and the Latin American heritage on the other, and it carries everything we believe in: roots, growth, and the idea that every business we work with already has what it takes to become something extraordinary.

We started Floria because we kept seeing the same thing. The chef. The builder. The nonprofit founder. People who were brilliant at their work and never asked to also become experts in payroll, compliance, or cash flow forecasting. Most firms make that gap feel like a personal failing. We don't think it is one.

Two people, a man and a woman, smiling and walking outdoors in a narrow alley with colorful brick buildings.

Floria exists to stand beside our clients while they cross that gap, not to cross it for them. No shame about messy books. No pretending one firm has all the answers. Just a team that listens first, then brings in whatever expertise the moment calls for.

We're a collective because we believe that's how good work actually gets done: together, in community, one honest conversation at a time.

Two women sitting at a white table facing each other with laptops, in a modern office or cafe with yellow chairs and a brick wall background.

Our Values

  • You didn't start your business because you love spreadsheets. You started it because you had something worth building. We handle the numbers so you can keep doing the thing you're actually brilliant at.

  • Messy books. Questions you think you should already know the answer to. None of it makes you less capable. We've seen it all, and we're not here to judge, we're here to help.

  • Our team has spent decades inside the work: public accounting, audit, construction finance, nonprofit compliance, capital strategy. Others built our expertise running our own businesses. Whatever question your business raises, chances are someone in our collective has already lived through it. That's the difference between hiring an expert and hiring a team that's gathered every expert you'll ever need.

  • We ask questions before we make recommendations. Your business, your goals, and your way of working all come first. We work for your vision — not ours.

  • Some clients want to understand every line. Others want it fully off their plate. Both are right. We meet you wherever you land.

Our Team

A woman with long brown hair, wearing a colorful shirt with green and blue splotches, sitting at a table and reading a document. She has a ring on her left hand and a watch on her wrist, with her chin resting on her hand.

Heather is a small business entrepreneur and operational leader with over 25 years of experience helping values-driven businesses scale. She leads client relationships and engagement at Floria, bringing clarity, empathy, and real-world insight to every partnership. Her work bridges financial strategy with the people and communities it's meant to serve.

Co-Founder, President

Heather Baldini

Close-up of a man with short black hair, wearing a light gray blazer and a black, white, and beige striped dress shirt, smiling and looking to the side, in an indoor setting.

Alonso Mendoza

Alonzo is a seasoned financial leader with over 20 years in entrepreneurship and accounting. As Floria's Fractional CFO and capital strategy lead, he designs the systems behind long-range planning, cash flow modeling, and capital campaign advisory, giving business owners the structure and confidence to grow.

Co-Founder, CFO Lead

A woman with dark hair, glasses, and gold earrings, wearing a cream-colored blazer over a dark top, sitting at a table and holding hands with someone else's hand.

Shoumita Mukherjee

Controller, Technical Accounting

Shoumita brings 17 years of experience from Deloitte and EY into her role overseeing Floria's technical accounting. She leads monthly close, audit preparation, and 990 coordination, with deep expertise in restricted fund accounting and grant compliance for nonprofit and mission-driven clients.

A smiling woman with long wavy brown hair, wearing a black blazer and white blouse, sitting in an office setting with a blurred background of a window, shelf, and potted plant.

Beth Giotta

Account Manager

Beth is the Account Manager at Floria, bringing a background in business operations and corporate financial management to her work with clients. This combination gives her a refined ability to manage every client relationship with precision and genuine care, ensuring accounts run smoothly while never losing sight of the people behind the numbers.  

Beyond our Team

Being a collective doesn't stop at our walls. Over the years, we've built relationships with professionals we trust, people we've vetted ourselves and are glad to put in front of you when the moment calls for it.

  • CPAs — for tax filing and the moments that call for a licensed signature

  • HR Consultants — for the people side of running a business

  • Marketing Professionals — for getting your work in front of the right audience

  • Local Connections — for whatever your business needs that falls outside the numbers

If it's not something we do, chances are we know someone who does it well.

What Make Us Different

Traditional Firm

Floria Collective

Transactional

Partnership-based

Reports-focused

Education-forward

Approachable

Intimidating

Tailored to where you are

One-size-fits-all

Proactive communication

Owner rarely heard from

Let’s Start the Conversation

Every engagement begins the same way: we listen. Tell us about your business, what's working, what's not, and the questions that keep you up at night. Wherever you're starting from, we'll find the right way to help.

Reach Out Today