Meet Patrice Diana
Helping small to mid-size business owners organize and manage their books since 2001 — so they can focus on the work, not the numbers.
Founder
Patrice Diana
0+
Years
About Me
Accounting was not my first love. I started off as a Marketing / Advertising major in college, with a minor in Technical Writing (before it was a thing). I created a Special Major because I didn't fit into any box, and this gave me the opportunity to take the classes that interested me. The sum of these taught me writing, business, psychology (which is most of Advertising) and critical thinking.
I was briefly a journalist, having two articles published about my experiences in mountain bike racing. Much later, I was asked by a business owner to help him with his books. I never envisioned myself as an "accountant" — they were boring, wore glasses and had no sense of humor! But I was highly organized and I loved how the numbers always balanced out. I put my notions aside and pursued what has become a very enriching career. I love being my own boss, and I especially love working with others who don't want to work for anyone else either.
Bookkeeping and working with a variety of business owners taught me financial planning. My athletic training taught me the importance of good coaching and focus. And as a former piano teacher, patience and taking things one step at a time are second nature. Now I'm bringing all of this together in my next chapter at PathForward Financial. I am the financial coach, cheerleader, and strategic partner for my clients.
When I'm not focused on numbers, I love getting outside and working in my yard. I love to build things, and have an affinity for pathways. I enjoy tending my fruit trees and flowers and seeing what I can plant that won't get eaten by the deer!
I love technology the way a carpenter loves finding the perfect tool for the job — there's a real thrill in discovering the right app or software that does exactly what you need it to do. I'm always exploring what's out there, and I get genuinely excited when something clicks.
My work helping business owners succeed is one of my greatest joys.
Background & Certifications
A Wider View of Your Business
After two decades inside hundreds of small businesses, the through-line is always the same: when owners can see the whole picture, they make braver, better decisions. That's the perspective I bring to every engagement.
Off the Clock
Outside of Work
I love the outdoors and have tried most sports that involve going fast — from skiing to surfing and even competing in mountain biking. These days I take it a little easier, but I make sure to get outside, work on my garden, and encourage my fruit trees to produce.
My favorite pastime is finding a great coffee house that serves the perfect latte, then settling in for a Sunday crossword. I enjoy reading murder mysteries and spy thrillers, and when there's time, baking homemade bread.
Let's Build Something Stronger Together
Schedule a Discovery Call and see how strategic financial guidance fits your business.