From São Paulo to Tampa to Founding Controller Works: Mariana Alvarez on Growing Up in a Family Business, Healing from Divorce While Building a Virtual Accounting Firm, and Why "I Understand When They Say 'I Barely Have Money to Make Payroll This Week'"
Mariana Alvarez, MSA, EA is the founder and CEO of Controller Works, a virtual outsourced accounting firm serving small to mid-size family-owned businesses in Tampa and beyond. But her path to building Controller Works came after enduring a challenging divorce that dismantled her family and forced her to rebuild her life while protecting her children.
Born and raised in a small town in São Paulo, Brazil, Mariana grew up in a household where entrepreneurship was woven into everyday life. Her parents were business owners, and dinner conversations revolved around responsibility, resilience, and the reality that owning a business means carrying the weight of other people's livelihoods. Mariana's first job in high school was working for her father's company, an experience that planted the entrepreneurial seed early.
After moving to the United States and earning her Master of Accounting from Liberty University, Mariana invested early in her career, building experience with firms including Ignite Spot Accounting Services. She had also co-built a brick-and-mortar accounting firm with her former husband, which she lost in the divorce. During one of the most difficult personal chapters of her life, Mariana found that corporate work gave her structure and safety, helping her regain her footing. "For a period of time, corporate work gave me structure and safety... But as I healed, something became very clear: safety alone was not fulfillment. I realized I was surviving, not living."
The decision to found Controller Works wasn't a bold leap fueled by confidence. It was "a quiet, honest decision rooted in alignment." Mariana made a vow: "I need to be true to myself and do what I always dreamt of doing." She founded Controller Works to support family-owned businesses, drawing from her roots and deep understanding of their unique struggles. "I understand when they say, well, I barely have money to make payroll this week, and I don't know what to do," she explains. "I know exactly what they're talking about because I've been there."
An Enrolled Agent (EA) certified in QuickBooks Online, Xero, Fathom Financial Reporting, Bill.com, and Gusto, Mariana emphasizes automating data entry and creating rules correctly so "it pretty much does itself," freeing time for financial analysis and strategic guidance. She's developed Standard Operating Procedures (SOPs) that streamline accounting processes, and Controller Works has built a team with over 30 years of collective experience.
Mariana was featured in WomLEAD Magazine for "overcoming adversity and paying it forward." Clients describe her as "absolutely fantastic," "extremely organized, professional, and most importantly, reliable," and "an absolute lifesaver." One client notes: "The best accountant I've ever had the pleasure to work with. Customer service is unbeatable along with the quality of the work."
Controller Works' mission is built on transparency, kindness, integrity, and gratitude. The firm provides personalized financial guidance customized to each client's situation so they can achieve financial security and build legacies. Mariana's approach blends technical expertise with empathy, offering not just accounting services but a judgment-free sounding board for business owners navigating their own obstacles.
During her free time, Mariana enjoys spending time with her children working on puzzles, reading, and exploring the world through traveling. She finds purpose in empowering other business owners, especially women, to thrive by using her difficult experiences to better serve and support her clients.
In this Q&A, Mariana shares her journey from growing up watching her parents' entrepreneurial journey in Brazil to enduring divorce and rebuilding her life in Tampa, why she left corporate safety to return to entrepreneurship even during personal hardship, and her advice for women about building businesses while healing from trauma and protecting what matters most.
From São Paulo to Tampa to Building Controller Works - Growing Up Watching Your Parents' Entrepreneurial Journey, Enduring a Challenging Divorce, and Founding a Virtual Accounting Firm Dedicated to Family-Owned Businesses
You were born and raised in São Paulo, Brazil, in a household where entrepreneurship and education were constant conversations. Your parents were business owners, and your first job in high school was working for your father's company. After earning your Bachelor's in Business Administration and Master of Science in Accounting from Liberty University, you worked in corporate accounting (including Ignite Spot Accounting Services and SOV). You endured a challenging divorce but found the strength to protect your children and rebuild your life. After two years reestablishing yourself in the corporate world, you realized it wasn't your true passion and founded Controller Works, a virtual outsourced accounting firm serving small to mid-size family-owned businesses. You've said "I need to be true to myself and do what I always dreamt of doing." Walk us through the decision to leave corporate accounting to start Controller Works during a personally difficult time. What made you realize you needed to return to entrepreneurship despite the challenges you were facing, and what advice would you give women about pursuing their business dreams while rebuilding their lives after major setbacks?
Growing up in a small town in the state of São Paulo, entrepreneurship was never an abstract concept for me. It was part of everyday life. My parents were business owners, and dinner conversations often revolved around responsibility, resilience, and the reality that owning a business means carrying the weight of other people’s livelihoods. My first job was in my father’s company while I was still in high school, and that experience planted a seed early on. I didn’t just learn how businesses operate. I learned what it feels like to care deeply about something you build.
After moving to the United States and earning my Masters in Accounting I invested early in my career. I had also co-built a brick-and-mortar accounting firm with my former husband, which gave me firsthand experience of entrepreneurship from the inside. On paper, everything made sense. But internally, I was navigating one of the most difficult personal chapters of my life. I went through a challenging divorce, and my priority became protecting my children and rebuilding stability for all of us.
For a period of time, corporate work gave me structure and safety.I built a solid corporate accounting career and worked with well-established firms which helped me regain my footing. But as I healed, something became very clear: safety alone was not fulfillment. I realized I was surviving, not living. The more grounded I became, the louder that inner voice grew. I kept coming back to the same truth: I needed to be true to myself and do what I had always dreamed of doing.
Starting Controller Works wasn’t a bold leap fueled by confidence. It was a quiet, honest decision rooted in alignment. Entrepreneurship had always been part of who I was. Building something meaningful, values-driven, and human-centered felt like coming home to myself. I didn’t wait until everything felt perfect. I started while still rebuilding, trusting that clarity would come through action.
For women rebuilding their lives after major setbacks, my advice is this: you don’t need to have it all figured out to begin. Healing and building can happen at the same time. Listen closely to what feels true for you, not what looks safe or expected. When your work is aligned with who you are becoming, it becomes a source of strength rather than another burden.
"I Understand When They Say 'I Barely Have Money to Make Payroll This Week'" - Building Controller Works with Empathy and Technology to Support Family Business Owners Through Financial Challenges
Controller Works provides full-service virtual outsourced accounting and advisory solutions, and you've built your business on understanding the unique struggles of family business owners. You've said "I understand when they say, well, I barely have money to make payroll this week, and I don't know what to do" - drawing from your roots watching your parents' business journey. You're an Enrolled Agent (EA) and certified in QuickBooks Online, Xero, Fathom Financial Reporting, Bill.com, and Gusto. You emphasize automating data entry and creating rules correctly so "it pretty much does itself," freeing up time to focus on financial analysis and strategic guidance. You've also developed Standard Operating Procedures (SOPs) that streamline accounting processes for clients. For female founders managing bookkeeping, cash flow, and financial strategy as they grow, what's your approach to helping business owners move from "just keeping books" to actually understanding their numbers and making strategic decisions? What advice would you give women about when to outsource accounting versus trying to do it themselves, and what are the most common financial mistakes you see entrepreneurs make?
I understand family business owners on a very personal level. I grew up watching my parents navigate uncertainty, cash flow stress, and the emotional weight of running a business that supports a family. That perspective never left me. When a client tells me they are worried about making payroll, I don’t hear numbers first. I hear responsibility, fear, and care.
At Controller Works, my approach has always been about moving business owners beyond “just keeping the books.” Clean data is only the foundation. The real value comes when business owners understand what their numbers are telling them and feel confident making decisions from them. That’s where systems, automation, and thoughtful processes matter.
We focus heavily on setting up accounting systems correctly from the start. Automating data entry, building rules properly, and using technology intentionally frees time and mental energy. That space allows us to shift the conversation from transactions to strategy. Financial reports should not feel intimidating. They should feel supportive and empowering.
For women founders especially, my advice is to stop viewing outsourcing as a failure or something you earn later. If bookkeeping and financial management are consuming your time, creating stress, or keeping you from focusing on growth, it’s time to get support. Your energy is one of your most valuable assets.
The most common mistakes I see entrepreneurs make are waiting too long to ask for help, mixing personal and business finances, and making decisions without real-time financial clarity. Numbers don’t have to be scary, but they do need attention. When business owners understand their cash flow, margins, and trends, they stop reacting and start leading.
Building Controller Works While Healing and Growing - Balancing Entrepreneurship with Motherhood, Self-Care, and Creating a Team That Empowers Other Women Business Owners
Starting Controller Works hasn't been easy - you had to rapidly work on sales, marketing, and business development, working weekends and late hours to grow the company from the ground up. You've been open about how "it's not easy when you just dismantle a family for whatever reason" and initially diving into work was a coping mechanism. Over time, you've made space for processing your feelings, self-care, and giving back. You enjoy spending time with your daughter working on puzzles, reading, and exploring the world through traveling. You've built a dedicated team at Controller Works, and you find purpose in empowering other business owners (especially women) to thrive. You've been featured in WomLEAD Magazine for "overcoming adversity and paying it forward." For female entrepreneurs balancing business building with personal healing and motherhood, what's your advice about setting boundaries and avoiding burnout while growing a company? How do you create space for both professional growth and personal wellbeing, and what would you tell women about using their own difficult experiences to better serve and empower their clients?
In the early stages of building Controller Works, I worked relentlessly. I had to learn sales, marketing, and business development quickly, often working nights and weekends. At that time, work also became a coping mechanism. When you dismantle a family, even for the right reasons, there is grief involved. Staying busy felt easier than sitting with those emotions.
Over time, I learned that success without wellbeing is not sustainable. Healing requires space, honesty, and boundaries. I began allowing myself to slow down, to process, and to care for myself with the same intention I brought to my work. Motherhood played a big role in that shift. Time spent with my kids, whether doing puzzles, reading, or traveling together, reminded me of what truly matters.
Building a team was another turning point. I stopped trying to do everything myself and focused on creating an environment where others could grow. Today, Controller Works is built around empowerment, trust, and purpose. Supporting other business owners, especially women, is deeply personal to me because I know how transformative the right support can be.
My advice to women building businesses while healing is to release the idea that you must choose one or the other. Forgiveness creates the internal space required to grow without carrying the past into every decision. You are allowed to grow professionally and tend to your personal wellbeing at the same time. Set boundaries early. Ask for help. And don’t underestimate the power of your lived experience.
Our hardest chapters often give us the deepest empathy. When we heal, we don’t just move forward. We become better leaders, better partners, and better supporters of others. Your story doesn’t disqualify you. It strengthens you.
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