What started as a leap of faith for two San Antonio accountants has grown into a thriving firm serving businesses across the region.
Badger CPA, founded by husband-and-wife team Jonathan and Shannon Badger, has evolved from a two-person operation into a 65-member team providing outsourced accounting, fractional CFO and controller services, along with tax planning, compliance and advisory services, to small and mid-sized businesses.
“We started our firm together about 11 years ago,” said Jonathan Badger. “We merged our backgrounds to start offering small businesses in the community fractional controller, fractional CFO services.”
From Startup to Scaled Success
The company’s growth story is rooted in both necessity and innovation. After initially launching the business while still working corporate jobs, the founders transitioned fully into the firm in 2014 during a particularly demanding season of life.
“It’s the hardest thing I think we’ve ever done,” Jonathan said. He explained that they were raising three young children at the time and trying to establish their business without a lot of resources.
For Shannon, flexibility was a key motivator for starting the business. “I wanted to be able to still do good work and add value but also have more time with my kids and the ability to make my own schedule,” she said.
That early need for flexibility ultimately shaped the firm’s long-term business model.
A Virtual Model Ahead of its Time
Long before remote work became mainstream, Badger CPA adopted a virtual-first approach—initially out of necessity and later as a strategic advantage.
“We still very much embrace a fully virtual service model,” Jonathan said.
While the firm maintains an office on the north side of San Antonio, most work is performed remotely, allowing employees to balance professional responsibilities with family life.
“In post-COVID times, we found that was a really big attraction. We can hire from anywhere, and we can serve our clients from anywhere,” he said.
People-First Culture Drives Growth
At the core of Badger CPA’s success is a deliberate focus on culture and talent.
“If you can create an environment that supports people at home, you can recruit the best team members,” Jonathan said.
That investment in people has translated directly into business growth, largely driven by referrals and reputation. “A lot of our growth has been just from doing great work and taking great care of our people, and in turn, they take great care of the clients,” he said.
Shannon emphasized that hiring individuals with a “heart to serve” is critical in a client-focused business. “Clients can tell if you’re really invested in their success,” she said.
Supporting San Antonio’s Small Business Community
As co-chairs of the Greater San Antonio Chamber’s Small Business Council, the Badgers are now sharing their experience with other entrepreneurs.
Through the council, they help business owners navigate common challenges—from financial management to hiring and scaling—while also offering something equally valuable: encouragement.
“There's this mental game of entrepreneurship that people don't really talk about,” said Shannon. “You feel like you're failing on a daily basis, and so you need someone who can show up and encourage you.
“Stressing out about payroll is normal. Having a hard time with systems is normal. Struggling to delegate is normal. But if you haven't built a business, overcoming those challenges is more than what people anticipate. Sometimes you just need someone to tell you that what you’re going through is normal.
“We really have a heart to serve small business entrepreneurs,” Shannon said. “We try to show up and provide resources. We're hoping to pass on some of our learnings and provide tools to run a better business and reduce the stress in their life.”
The couple believes that strengthening small businesses is critical to the region’s economic future. “In San Antonio, we are a small business community,” Shannon said. “If our small business community is strong, it creates jobs and opportunities across the city.”
Looking Ahead
More than a decade after launching their firm, the Badgers remain focused on growth—both for their company and the clients they serve.
With a people-first culture, high performance standards and a commitment to service, Badger CPA continues to build momentum as a trusted partner for small businesses in San Antonio and beyond.