About

Our Story

Vanilla was founded by William Keller, an idealistic accountant who was working at a big firm and got frustrated with the traditional way of doing things. The corporate jargon, the syrupy slowness, the mind-boggling array of services. Will had a hunch that many business owners felt the same way he did, so he started Vanilla.

The idea behind Vanilla was simple yet daring: to create a better accounting experience for small companies. Instead of following the usual approach, Will decided to offer a limited range of services, straightforward advice, and quicker execution than the big firms.
He also stuck to his ideals and established Vanilla as a co-op, grounded on a 150-year-old business philosophy that emphasizes “Working Together.” We hope you’ll join us.