Her Story
About Esther
Esther Benton, MBA, EA, is the founder and operator of TrueCount Advisor, a bookkeeping, tax preparation, and tax-planning firm serving small businesses and individuals across the Dallas–Fort Worth Metroplex and nationwide. As an Enrolled Agent, she is permitted to represent taxpayers before the IRS and is a QuickBooks ProAdvisor; she delivers structured, compliant financial services rooted in accuracy and integrity.
Holding a Master of Business Administration, Esther combines formal business education with hands-on operational leadership. Alongside her husband, she co-owns Ugly Dog Heating and Cooling, where she oversees financial systems, payroll operations, and internal workflows. Her experience as a business owner informs her advisory approach, allowing her to guide clients with both technical expertise and practical understanding.
Through TrueCount Advisor, Esther helps entrepreneurs implement organized bookkeeping systems, maintain ethical tax compliance, and engage in proactive, year-round tax planning. Her philosophy is straightforward: integrity first, structure second, growth third.
Based in the Dallas–Fort Worth Metroplex and serving clients nationwide, Esther is committed to helping business owners and individuals build financial clarity, operational efficiency, and long-term stability.
Her Interview
Ten minutes with Esther
01What do you attribute your success to?
Faith, upbringing, personal willpower, persistence, continuous learning, and support from a small circle (notably her husband).
02What’s the best career advice you’ve ever received?
That you can't do everything yourself ask for help; maintain a work ethic where failure is addressed by learning and moving forward.
03What advice would you give to young women entering your industry?
Don't be afraid to fail. Expect bumps, learn from them, keep going, and never stop learning.
04What are the biggest challenges or opportunities in your field right now?
Challenges: client acquisition and marketing (learning platforms like TikTok), balancing multiple roles, and adapting when businesses must pivot after ownership/market shifts. Opportunities: networking, referrals from industry peers, and leveraging visibility to grow the bookkeeping/tax practice.
05What values are most important to you in your work and personal life?
Faith, strong work ethic, integrity (doing things by the book), persistence, and continuous learning.
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