Meet Our Team
Founder & Owner
I’m Gina Palacio, founder and owner of Level and True Accounting Services LLC. Hard working small business owners are very close to my heart. Having been raised around construction and family business, I’m passionate about the small businesses we support, and we are constantly looking for better ways to serve them.
When I’m not crunching numbers, I love to be outdoors soaking in the beauty of the natural world, and am fascinated by old houses and traditional craftsmanship. I’m fluent in English and Spanish, and enjoy traveling and learning about other cultures.
Bookkeeper & Xero Certified Advisor
Allow me to introduce Jennifer Rivera, our staff bookkeeper and Xero Certified Advisor. She understands how crucial good bookkeeping is to building a profitable business. In her words, she “loves using Xero because the company is dedicated to making a more efficient and user-friendly accounting system”.
Perhaps tax work and bookkeeping come natural to Jennifer since her father is an Enrolled Agent with his own tax preparation practice. She is also fluent in English and Spanish, and if you ever have the opportunity to work with her, her cheerful disposition will brighten your day.
In her spare time, she enjoys volunteering in the community, and her hobbies include vintage thrift shopping in NYC and listening to movie soundtracks on repeat.
Part of being a good business owner is doing what you do best and knowing when to have assistance in completing certain tasks correctly. Gina has a unique ability to advise, explain, instruct and communicate through the accounting software and real life business stories. Collaborating remotely has greatly increased our efficiency and time to conveniently work through these responsibilities together.