Esther Benton, MBA, EA
Esther Benton, MBA, EA, is a co-owner and operator of Ugly Dog Heating and Cooling, alongside her husband, and the founder and operator of TrueCount Advisor, a bookkeeping, tax preparation, and tax-planning practice. She is a QuickBooks ProAdvisor and an IRS-authorized Enrolled Agent (EA), providing small businesses and individuals with accurate, organized, and compliant financial services. Esther combines her hands-on business experience with technical expertise to help clients streamline operations, manage payroll, and prepare for taxes with confidence.
Her professional focus centers on serving small businesses—including HVAC contractors—with bookkeeping, tax preparation, and tax-planning services. Esther emphasizes doing things “by the book,” maintaining integrity in all tax matters, and continuously learning to solve problems ethically. She has a proven track record of implementing workflows, internal controls, and key performance indicators that enhance financial clarity and operational efficiency for her clients.
Esther began her career in human resources after earning a bachelor’s degree in psychology, joining an HVAC company where she advanced to open and oversee multiple locations, including a Dallas office. Following the sale and closure of these locations, she and her husband launched Ugly Dog Heating and Cooling and later established TrueCount Advisor to address small-business bookkeeping and tax needs. Based in the Dallas-Fort Worth Metroplex, Esther is committed to helping business owners and individuals achieve organized finances, smooth payroll operations, and strategic tax planning year-round.
• Enrolled Agent (EA)
• QuickBooks Certified ProAdvisor
• Commission Notary Public
• Commissioned Notary Public
• Western Governors University - MBA
• American Public University - BA, Psych
What do you attribute your success to?
Faith, upbringing, personal willpower, persistence, continuous learning, and support from a small circle (notably her husband).
What’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.
What 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.
What 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.
What 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.