About the founder - caroline marsters

Specializing in start-ups, business growth, and operational streamlining with expert proficiency in Xero and MYOB.

My Professional Journey

In 2007, I established my first bookkeeping company after receiving industry certification and only having 2 years' work experience in an Accounting firm. While working with small businesses, I identified significant knowledge gaps both in my expertise and among business owners. To address these deficiencies, I pursued comprehensive professional development, including an Accounting degree, diplomas in Sustainable Enterprises and Business, BAS and Payroll certifications, and training in various business streamlining platforms.

My professional development extended to website development, marketing strategies, certification with leading Accounting software providers, and memberships in prestigious Accounting and Bookkeeping associations. Most valuable of all was the hands-on experience gained by immersing myself in hundreds of Small and Medium Enterprises (SME) across diverse industries. This practical exposure allowed me to identify common shortfalls among SME owners and develop targeted training to help clients understand their financial position and optimize business outcomes.

This strategic approach rapidly expanded my client base. Upon completing my Accounting degree alongside some extended work experience in a few global corporate companies, in 2013 I transformed my bookkeeping business into a full-service accounting firm offering tailored business advisory and year-end services, while maintaining bookkeeping as a foundational element of my business model—emphasizing the importance of establishing proper systems and support from the outset.

Professional Evolution

After successfully operating my firm for five years and helping hundreds of businesses, I made the decision in 2018 to sell my company as I prepared for motherhood. Following a two-year career break dedicated to family, I re-entered the workforce through a consulting role, which evolved into a four-year executive position. During this tenure, I applied my strategic planning and development expertise to build custom platforms, nurture start-up divisions and oversee business operations.

The birth of my second child prompted me to reconnect with my entrepreneurial passion. In May 2025, I resigned from my executive role to establish Virtual Bookkeeping, incorporating knowledge from my previous business experience with new insights gained throughout my career. 

Virtual Bookkeeping is founded on five core principles:

1. Simplifying bookkeeping processes for business owners
2. Ensuring clients understand both their financial obligations and operational requirements for scaling
3. Implementing streamlined systems to prepare businesses for sustainable growth
4. Delivering consistent, accurate financial reporting and actionable feedback
5. Maintaining premium quality services at competitive market rates that deliver exceptional value