Founded in 2021 by Drake Vant Hul, Performance Financial emerged from a clear gap in the market—a need for an accounting firm specifically tailored to small businesses. As a CPA with a vision, Drake saw the potential to provide accounting services that went beyond the typical once-a-year tax preparation. Instead, he aimed to build lasting relationships with clients, becoming a trusted advisor for small businesses striving for success.
Drake’s journey toward Performance Financial took a significant turn when Zach Veenstra, a longtime friend and former college classmate, joined him. “After working for a large corporation, I wanted to do something different,” said Zach. “I reached out to Drake, and after a lunch together, it was a smooth transition into this new chapter.”
Zach, the Pella representative and partner at Performance Financial, is the go-to expert for small businesses in the area. After graduating from Dordt University in 2016, Zach earned his CPA license in 2019 and gained experience in both public accounting and cost accounting for a large manufacturing company. As a father of two daughters, Zach understands the importance of financial stability for families and is dedicated to providing personalized, expert financial guidance.
Just six months after joining Performance Financial, Zach took another bold step by purchasing a property—3V Storage in Pella—where he set up the company’s office. “I’m so grateful to have office space here in Pella with windows and a sign out front to welcome customers,” Zach explained. “We’re fortunate that business is growing quickly. We serve small businesses across the country, with about half of our clients based in Iowa.”
Performance Financial has become a trusted partner for many small businesses. “We focus on small to mid-sized businesses, especially those with up to $10 million in annual sales,” said Zach. One of their key industries is contractors, but their expertise spans many sectors. “Funny enough, it was power washers that really got us started and growing during COVID,” Zach laughed. “They really needed bookkeeping services.”
But it's not just about numbers—Performance Financial is about building relationships. “Our passion lies in accounting and business advisory,” said Zach. “We’re more than just a firm that handles taxes. We help our clients with tax planning, learn about their businesses, and become true partners.”
When asked about their mission, Drake emphasized the firm’s commitment to integrity. “I want to make sure we are relatable to our clients. I don’t ever want anyone to feel like we’re some person in a suit they can’t talk to. Our approach is casual and approachable, and we aim to meet our clients where they are.”
The goal is clear: to be the first call for small businesses in both good and challenging times. “We want to make sure our clients have the information they need to run their businesses effectively, answering questions on everything from cash flow to profitability and beyond,” Drake added.
Performance Financial understands the unique challenges small businesses face—whether it’s hiring, cash flow issues, or profitability. Their approach focuses on helping businesses stay successful year-round, not just at tax time. “It’s about ensuring your business has strong cash flow, making smart purchases, and staying profitable,” Drake explained.
Looking ahead, Performance Financial has set its sights on becoming an accounting advisory firm, with taxes and bookkeeping taking a secondary role. “Our ten-year goal is to shift more toward advisory work, helping businesses analyze data and make informed decisions,” said Drake. “With the rise of automation and AI in bookkeeping, it’s about helping clients understand their financial data and turn it into actionable insights that will set them apart from their competitors.”
The team at Performance Financial believes that strong bookkeeping, combined with meaningful discussions with an advisor, is key to a business's success. When these elements are in place, tax time becomes just another step in an organized, well-run business.
Performance Financial is not just about numbers; it’s about helping families and communities thrive. The team is deeply invested in the success of their clients, delivering proactive communication, relevant financial information, and outstanding value. Whether you're a business under $20 million in annual revenue or a small business ready to scale, Performance Financial is here to help you take the next step.
At Performance Financial, the focus is always on the client. By building lasting relationships, providing tailored financial advice, and offering exceptional value, the firm has established itself as a trusted partner for small businesses. With a passion for helping businesses grow, an approach centered around integrity, and a vision for the future, Performance Financial is setting new standards in the world of accounting and business advisory.