When Aileen Martinez first sat down at her desk to tackle a complex bookkeeping project for a client desperate to secure investor funding, she had no idea that moment would change the trajectory of her entire life. As a college student on a full scholarship studying to become an ophthalmologist, bookkeeping was simply a way to earn extra money for living expenses. But as she meticulously worked through three years of disorganized financial data across ten different accounts, something clicked.
“I still get goosebumps thinking about it,” Aileen recalls, her eyes lighting up. “I was working through every line item, making sure each penny was accounted for, treating every transaction like it was a million bucks. When that little green checkmark finally popped up, it was an indescribable feeling—pride in what I’d accomplished and excitement because I knew I was giving her the missing piece to secure the funding she needed.”
That client went on to secure $150,000 in funding, a direct result of Aileen’s work organizing her financial records. At that moment, Aileen realized bookkeeping was far more than data entry—it was her calling. Today, as the Founder and CEO of Rise Up Bookkeeping®, she’s on a mission to help women entrepreneurs—or as she lovingly calls them, “womenpreneurs”—ignite business growth through more profit and more time.
Finding Joy in the Numbers
Self-described as a “total nerd,” Aileen’s love affair with numbers started early. She recalls being in first grade with pinkeye, begging her mom to let her go to school and crying when told she had to stay home. Even then, she would bring school home, setting up her dolls and brothers in front of a whiteboard to teach them math problems.
“Numbers have always been my passion,” she explains. “I didn’t realize this field was an option for a career path. I truly believed you either had to be a doctor or a lawyer to be successful.”
The discovery that her love of numbers could translate into a fulfilling career came as both a shock and a relief. Today, she finds deep satisfaction in transforming financial chaos into clarity.
“Being able to figure out the puzzle that is a messy set of books lights up the nerd inside of me,” she says with genuine enthusiasm. “Going from a shoebox full of receipts to an organized set of books that tell the story of a business—where money is coming from, what service is most profitable, where money is going—that brings me incredible joy.”
From Startup to Multiple Businesses
Aileen’s journey hasn’t been without challenges. Starting her business at 22 after relocating with her military husband, she faced skepticism due to her youth. “I can remember countless times I would connect with potential clients over the phone where my credentials spoke for themselves. Yet, when we would get on Zoom meetings, there was an instant shift. ‘How old are you? Are you sure you can handle this?'” she recalls.
Despite the doubts, she broke six figures in the first 13 months of business. Four years later, she’s grown to making multiple six figures, built a team of five, and established a brand that’s both professional and approachable.
Another pivotal moment came after the birth of her first child at 23. “I specifically remember thinking, ‘I need more money, but I don’t want to spend all of my time working to make more. I actually want to enjoy my time with my baby.’ It was the moment I realized that time is more important than money.”
This realization profoundly shaped her business model and personal philosophy. She expanded her team to reclaim her time while increasing her income, but eventually hit a plateau. Recognizing she needed expertise beyond her own, she invested in a business coach—GiGi Diaz, from Seizing Happy®, a decision she calls “hands down, the best business decision I’ve ever made aside from starting my own business.”
The results were transformative: a 60% increase in sales in less than six months and the ability to launch two additional businesses—Sori Martinez LLC, providing remote online notary services, and Rise Up Bookkeeping® Academy, which teaches self-taught bookkeepers how to start their own business using their craft.
Serving Women Who Do It All
Aileen’s ideal clients mirror her own journey. Women running service-based online businesses who are struggling to understand why they’re not seeing the profits they want or finding the time freedom they crave.
“She’s the woman entrepreneur that wants more time back so she can spend it with her family and loved ones, but because she’s consistently working in her business, she doesn’t have time for anything else,” Aileen explains. “Part of where her time is wasted is in bookkeeping tasks which take her that much longer because she’s not an expert in bookkeeping. She’s an expert in the service she’s providing to her clients.”
This resonates deeply with Aileen because she’s lived it. “I know what it feels like to be capped. I know what it feels like to make the decision to step out of my comfort zone and make a big business move to outsource to the experts. I’ve reaped the rewards because of it, and I know I can help other womenpreneurs do the same.”
The Woman Behind the Business
Learning to separate herself from her business was one of Aileen’s greatest personal challenges. “Detaching Aileen Martinez, the woman, from Rise Up Bookkeeping®, the business, has definitely been the greatest personal challenge. We used to be one and the same; I couldn’t tell where my business ended and I began.”
At 26, she balances her role as a business owner with being a mom to two young boys, a wife, daughter, and friend. She loves country concerts with her husband, family gatherings, playing piano, “adult coloring,” and spa days. But her favorite activity? “Curling up with hubby and the kids on the couch and watching a movie or Bluey, which I think my husband and I enjoy more than the kids do.”
The Bookkeeping Revolution
Aileen is clear about her mission: “I envision a world where womenpreneurs can spend their money however they see fit because they know exactly what their money is doing so they can make more of it easier and in turn, have more time to spend with their family and loved ones.”
Her advice to entrepreneurs is equally straightforward: “If you own a business and you’re only focusing on sales, you’re doing it wrong. I said what I said. Sales is not the end all for business success, clear financials are.”
She emphasizes that bookkeeping is the foundation for any business decision. “You need to know exactly where your money is coming from and where your money is going before you can even set your next goal. It’s imperative that you know where you are to get to where you want to be.”
With three successful businesses at 26 and plans for more, Aileen Martinez is just getting started on her mission to help women entrepreneurs tap into their inner greatness. “So far, I’m three businesses in, at 26. I know there will be many more to come so I can reach that many more people in different walks of life who have yet to realize their innate badassery, that they’re natural leaders, and the world needs their greatness.”
For women entrepreneurs struggling with the financial side of their businesses, Aileen’s message is clear: clarity in your numbers isn’t just about compliance—it’s the key to both financial freedom and time freedom, allowing you to build your business around your life, not the other way around.
Book a complimentary session with Aileen’s team at: www.riseupbookkeeping.com
