Hidden Gems: Meet Jennifer Moore of West Moore Financial Services, LLC

Today we’d like to introduce you to Jennifer Moore.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I spent the first 15 years of my career in higher education, working in advising, admissions, and as an instructor at Kent State University. It wasn’t a path I originally set out on, but it turned into such a meaningful season of life. I truly loved helping people navigate big decisions, feel more confident in themselves, and find clarity during times that could feel overwhelming.

After starting a family, my husband Alex and I realized we were both working at the same institution. As things in higher education began to shift, we found ourselves having more conversations about what we really wanted long-term—for our family, our time, and our sense of stability. With his support, I went back to school to finish my accounting degree while working part-time and raising our two boys, Logan and Bryce. It was definitely a full season—lots of moving pieces and plenty of lunch breaks spent in class—but I graduated in December 2019 and transitioned into public accounting.

I worked with small firms and supported clients remotely across the country, which gave me the opportunity to see a wide range of businesses and how they operate. What really stood out to me was how many business owners were doing incredible work but didn’t always have the consistent support they needed to feel confident in their numbers—or in the decisions they were making.

In 2022, I was diagnosed with breast cancer. That experience changed a lot for me. It slowed everything down and gave me space to reflect on what really matters—how I spend my time, where I put my energy, and the kind of life I wanted to build for me and my family. Coming through that season gave me a deep sense of clarity and gratitude, and it pushed me to create something more aligned with both my personal life and the way I want to show up for others. While recovering from my final reconstruction surgery last fall, and with much support from my husband and boys, I started building my own firm in a much more intentional way.

Today, through West Moore Financial Services—named to honor both the family I come from and the one I’ve built—I run a fully virtual practice and work closely with a small group of service-based business owners. I love helping my clients feel organized, supported, and confident in their numbers, so they can make thoughtful decisions and enjoy running their businesses.

At the heart of it, I’ve always been someone who just wants people to feel taken care of—to feel supported, to feel confident, and maybe even leave a conversation feeling a little lighter and more at ease. Whether I’m working with someone ongoing or helping with a one-time need, that sense of care and support is always the goal. I’m still in the early stages of growing the firm, but I’m genuinely excited about what I’m building. My goal is to create something that feels supportive, personal, and sustainable—for both my clients and my family—and I’m really grateful to be in this season.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a completely smooth road, but I can honestly say each step has been meaningful and has shaped how I approach my work today.

One of the earlier challenges was going back to school to complete my accounting degree while working part-time and raising our two young children. Even with a prior master’s degree and a business background, the accounting coursework pushed me in new ways and required a different level of focus and discipline than I expected. The courses were by far the hardest classes I have ever taken. During that time, I also completed a semester-long internship while our kids were still young. Thankfully, I had an incredible support system-important when you are working 65 hour weeks. My husband, Alex, and I have always been a team, and with the help of both of our families, we were able to navigate that season together. That same year, I also had the opportunity to participate in a short-term study abroad program in Europe, which gave me a broader perspective on the accounting field and reinforced how important it is to stay adaptable.

Transitioning into public accounting later in my professsional career came with its own learning curve. It was also a challenging transition personally, because I had spent years becoming an expert in my previous field. Starting over required me to step back, learn again, and rebuild that confidence. At the same time, it gave me valuable exposure to small business clients and helped me see firsthand the gap that often exists when business owners don’t have consistent, proactive financial guidance.

The most significant challenge, though, was my breast cancer diagnosis in 2022. I stepped away from work for about nine months as I went through treatment, including chemotherapy and multiple surgeries. It was a season that forced me to slow down in a way I never had before. But it also showed me, very clearly, the strength of the support around me. My husband, Alex, is truly my best friend. He was by my side through everything—through a long, 12-hour surgery, multiple additional surgeries and procedures, countless appointments—making sure I was cared for every step of the way. He even helped fit my cold cap during chemo so I could keep my hair. It meant more than I can really put into words. At the same time, it brought out a part of me that’s always been there—I’m someone who, when I see a problem, wants to understand it and find a way through it. While I was going through treatment and knew we would be facing both medical expenses and a temporary loss of income, I spent time researching grants and financial resources available to women in similar situations. That process not only helped our family, but it’s something I’ve continued to carry forward—I still share those resources with other women when they’re newly diagnosed and trying to navigate that season. The experience gave me a much clearer perspective on what truly matters. It made me more intentional with my time and energy, and it reinforced how important it is to feel supported and cared for—something I now carry into my work every day.

Around the time I began building my firm, my husband’s job was eliminated. He took on a new role at a pay cut so that we could maintain health insurance, and he still encouraged me to move forward with starting my business. That kind of support meant everything, and it’s a big part of why I’ve been able to build this in such a thoughtful and intentional way.

I’ve created a practice that’s designed to be thoughtful, supportive, and sustainable—for both me and my clients—so I can provide a high level of care without the pressure and burnout that are so common in this industry. So, while the path hasn’t always been easy, I’m really grateful for it. Each experience has played a role in shaping a business—and a way of working—that feels grounded, caring, and built for the long term.

As you know, we’re big fans of West Moore Financial Services, LLC. For our readers who might not be as familiar what can you tell them about the brand?
West Moore Financial Services is a fully virtual tax and advisory firm focused on supporting service-based business owners who want more than just year-end tax preparation.

At the core of my work is a focus on relationships and proactive guidance. I work closely with a select group of clients throughout the year, helping them stay organized, understand their numbers, and make thoughtful, strategic decisions with confidence. Rather than taking a reactive approach, my goal is to help clients stay ahead—so they’re not making decisions under pressure or scrambling at tax time. Through consistent communication and ongoing support, I act as both a guide and a steady presence, helping clients navigate their business with more clarity and direction.

A big part of how I approach this comes from my background in higher education. I spent many years as an academic advisor, and that naturally carries into my work today. I place a strong emphasis on explaining—not just presenting numbers, but helping clients truly understand what they mean and how they connect to their bigger picture. I want my clients to feel confident, not confused.

What really sets my firm apart is the level of care and attention I’m able to provide. I intentionally keep my client base small so I can offer a more personal, responsive experience. That allows for deeper insight, better planning, and stronger long-term relationships. I also believe that financial guidance should feel supportive, not overwhelming. I naturally take on the role of both advisor and encourager—I want my clients to feel taken care of, to feel confident in their decisions, and to know they have someone in their corner.

While most of my work is ongoing and relationship-based, I also take on select one-time projects for individuals and business owners who need thoughtful, high-level guidance, particularly those with more complex financial situations. I’ve been very intentional about building a firm that prioritizes quality over volume. I’m most proud of creating something that feels both personal and professional—where clients receive a high level of expertise but also feel genuinely supported and cared about every step of the way.

How do you think about happiness?
What makes me happiest is watching my boys grow up and become thoughtful, kind young men—especially knowing what they walked through when I was going through my cancer journey a few years ago. Being present with them now and just getting to see who they’re becoming means everything to me. Having time to do little things, like check their homework, makes me happy.

I’ve also really come to appreciate quiet moments to think and reset. Walking has always been important to me—it’s actually how I worked through the decision to go back to school for accounting—and being near the water, especially walking on the beach, brings me a lot of peace. I enjoy having creative outlets too, like painting, and I love gardening. I’m actually a pretty serious gardener—I love seeing things grow and thrive, and there’s something really rewarding about taking care of something over time and watching it flourish. I also love rescuing clearance plants from Lowe’s and bringing them back to life—it’s kind of my favorite little challenge.

I also genuinely love learning—new ideas, new skills, even new creative outlets. I’m always curious and enjoy growing in different ways… and I’ll give a little shoutout to MasterClass for feeding that curiosity.

Professionally, I love helping people. I especially love seeing that moment when the light goes off—when something finally clicks and they truly understand what they’re looking at or feel confident in a decision. Getting to be part of that is really special to me. Honestly, it’s the simple, everyday things—time with my husband, Alex, our family, and our rescue pup, Ainsley (my Mother’s Day gift in 2021)—that keep me grounded and content. I’m building both my life and my business around creating more of those moments, and that’s what makes me happiest.

Pricing:

• Pricing varies based on the level of support and services provided, as I work with clients on a more ongoing, advisory basis rather than offering one-size-fits-all packages. I’m always happy to connect and learn more about a business to determine the best fit and approach.

Contact Info:

• Website: https://westmoorefinancial.com/
• LinkedIn: https://www.linkedin.com/in/jlwestmoore/