By Salem Mata-Diaz
Just like a show can not run smoothly without the stage crew, bookkeepers work behind the scenes so businesses can operate confidently, grow strategically, and remain financially healthy. Daniel Luna, founder of ATX Bookkeeper, provides specialized bookkeeping services to independent medical practices.
Daniel explains what sets his business apart,
“I am clear on my definition of winning: to be the premier bookkeeper for Direct Primary Care ( DPCs) clinics. I chose where I wanted to compete: US-based DPCs. I decided how I would succeed: by having the most proactive, frictionless, healthcare-literate firm in the space. I identified the capabilities I needed: airtight systems and excellent communication. Finally, I developed the systems I needed: industry-leading data security, client-focused onboarding pipelines, and DPC-informed operations. Before starting this business during COVID, I was a PMI-certified Project Manager, a Six Sigma, and Lean practitioner. My background leans toward systems.”
Motivated by impact, Daniel shares:
“When COVID hit, I realized it was time to pivot. I wanted something that leveraged my existing skill set, was remote, and would be meaningful work for both me and my clients. I started my first firm, My Best Bookkeeper. This was an industry-agnostic company. I later formed two subsidiary companies, DPC Bookkeeper and Provider Precision Bookkeeping. DPC Bookkeeper is for newer DPCs who want an affordable and straightforward bookkeeping experience. The streamlined systems provide efficiency, and that cost savings is passed on to the end-client. Provider Precision Bookkeeping is a white-glove service for larger or more complex DPCs that desire more than just clean books; they want an ultra-responsive
partner, strategic guidance, and are growth-oriented.”
With support from EGBI, Daniel successfully navigated a strategic rebrand.
“During the 60-day workshop, I focused on launching my rebranding efforts, shifting my practice from marketing to a broad medical generalist population to a specialized focus on Direct Primary Care (DPC). This transition aimed to better serve a specific patient demographic and streamline my practice operations. The facilitator, Nina Choi, played a vital role throughout the process by offering valuable guidance, insights, support, and coaching, which helped make the transition smoother and easier to manage.”
Learning from missteps: Daniel shares the mistakes that shaped his growth.
“1. First, I took any client with a pulse, thinking that saying yes was the key to growth. It turned out to be the path to burnout. Now, I qualify clients rigorously. Why DPCs? I choose to work with DPCs because their mission is to focus on the patient and doctor, removing the insurance company from the conversation. I built a business offering my best to those matching my specialization. For new DPC firms or multi-site companies with under $20 million, options that understand DPCs better than I do are limited. The rare exception for accepting a non-DPC client is a referral within my network, which is evaluated on a case-by-case basis.
2. The second mistake was underpricing my expertise. I have grown, learned, developed systems, and invested capital into those systems, but I hadn’t updated my pricing to reflect the improved experience that DPCs would receive.”
Words of wisdom from Daniel:
“If I had any advice for other small business owners, it would be to enjoy the ride. We all know how short
life is. Build the business that you’ll be proud of. Don’t put up with abusive clients. Build your business
around your life, not your life around the company.”
You can contact Daniel Luna at Daniel@ATXBookkeeper.com or at 1-866-251-2345
If you would like to know about EGBI’s workshops and how the organization can help you with your business, schedule a business coaching appointment https://egbi.org/coach/ .