We caught up with the brilliant and insightful Stephanie Herrera Rios a few weeks ago and have shared our conversation below.

Stephanie, appreciate you joining us today. How did you come up with the idea for your business?

For me, entrepreneurship started out of both chance and necessity. After the pandemic, my husband and I decided to take All in One Graphics from a part-time hustle to a full-time business. I was the one setting up the structure, meeting with lawyers, bankers, and insurance agents, and transforming us from a sole proprietorship into an LLC.

With my background in banking and lending, I understood operations but not everything else. When I went looking for support, I couldn’t find anyone who really understood our goals. Too often, we were dismissed as “too young” or not likely to last past the first year. That lit a fire in me. I earned my certifications in bookkeeping and payroll, and in the process, I saw the bigger issue: it wasn’t just about knowing the systems, it was about the lack of accessible resources for small business owners.

That’s why I created ASH Financial Group to be the resource I wish we had. We’re not just about bookkeeping, payroll, and taxes; we’re about financial literacy, empowerment, and building long-term systems for success. Our mission is to meet business owners where they are, remove the intimidation around money, and give them the clarity and confidence to grow.

ASH is about more than numbers it’s about creating a community where business owners feel supported, understood, and equipped to thrive.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Stephanie Herrera Rios, owner of ASH Financial Group. Before starting ASH, I spent 10 years in banking, working every role from Teller to Loan Officer. I entered the small business finance world out of necessity when my husband and I started our own business and quickly realized how different business finances were from personal finances and how hard it was to find the right support.

At ASH, I provide bookkeeping, payroll, and reporting support to help business owners not just track their money but truly understand it. What I’m most proud of is being able to take what I’ve learned and share it with others, empowering entrepreneurs to make decisions month by month that help them pivot, grow, or invest in their future.

My goal is for business owners to feel confident, not overwhelmed. For me, it’s not just about numbers, it’s about helping people build stronger businesses and create stability for themselves and their communities.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, my side hustle with All in One Graphics eventually grew into a full-time business. As it expanded, I realized I could also start offering bookkeeping and payroll services through ASH Financial Group, since All in One was already running smoothly. I began by connecting with other professionals in my community to understand their needs, and what I found was consistent: everyone wanted systems in place and a trusted partner to guide them through growth, pivots, or day-to-day financial management.

I love that my services are flexible, some clients only need payroll, others need full bookkeeping systems, and some want everything handled for them. I can teach clients to be self-sufficient, or for those who don’t have the time, I can manage it all. Each service is tailored to meet the unique needs of each client.

One of my biggest milestones has been working with mid- to larger-scale companies that recognize the value of what I offer, hiring me for projects or even seasonal bookkeeping. What I love most about this career is that it allows me to help businesses of all sizes thrive, giving them the tools, guidance, and confidence to grow successfully.

Can you tell us about a time you’ve had to pivot?

When I started ASH Financial Group, my goal was to build a one-stop shop for small business owners, a place where they could find everything they needed to manage and grow their business. At one point, I even considered partnering with family who had an established tax practice. But I quickly realized taxes weren’t where my passion was. I wanted to help clients in other ways.

That experience taught me something important: many sole proprietors only wanted their taxes done and didn’t yet see the value in the additional services I offered. I pivoted because I didn’t want to simply “sell” services or push clients toward something they weren’t looking for. Instead, I wanted to create an à la carte approach by giving clients options that fit their specific needs while guiding them to see the bigger picture.

That shift allowed me to define what I truly wanted to do and who I wanted to serve. My passion lies in helping clients on their financial journey, teaching them how to understand their money, track their business finances, and make informed decisions.

When we sit down for a consultation and I walk them through the potential for growth simply by tracking where their money is going, I get to witness that “ah-ha” moment — when everything finally clicks. That moment of clarity is why I do what I do.

Contact Info:

• Website: https://ashfg.com
• Instagram: @stephanie.herrerarios
• Linkedin: https://www.linkedin.com/in/stephanie-herrera-rios-1b420818b/

Image Credits

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