4:44 Bookkeeping
4:44 Bookkeeping is a remote bookkeeping firm based in Miami Beach, Florida, founded in 2024 by Nay Secka. With more than 16 years of finance and operations experience supporting billionaires, CEOs, CFOs, and high-growth companies, Nay brings enterprise-level financial expertise to small service and trade businesses that need accurate books and strategic financial guidance without the cost of an in-house finance department.
Specializing in service-based industries such as roofing, HVAC, marketing agencies, and others, 4:44 Bookkeeping helps business owners move beyond basic bookkeeping by providing financial clarity they can actually use. Every client receives clean, reconciled books, easy-to-understand financial reports, cash flow visibility, and practical insights that help them make confident business decisions. Rather than simply delivering reports each month, the firm explains what the numbers mean and how they impact profitability, spending, hiring, and long-term growth.
As a Certified Bookkeeper and QuickBooks Online ProAdvisor, Nay maintains accurate financial records that are tax-ready, audit-ready, and built to support informed decision-making year-round. Services include monthly bookkeeping, QuickBooks Online setup and migration, catch-up and cleanup bookkeeping, accounts payable and receivable management, payroll coordination, 1099 preparation, financial analysis, cash flow reporting, profitability reviews, and ongoing financial guidance tailored to each business.
Built on honesty, professionalism, and a commitment to helping business owners understand their finances, 4:44 Bookkeeping gives entrepreneurs the confidence to stop guessing about their numbers and start making smarter decisions backed by reliable financial data.
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Jim DeBello | Emeritus – Chairman, CEO at Mitek Systems, inc.
I gladly recommend Nay as a Project Manager, Event Planner or Executive Assistant. She excels in taking concepts to completion and has a terrific “can-do” attitude. She was effective in an intensely competitive, high growth environment. As an example, she was responsible for organizing offsite executive strategy sessions for global participants, coordinated complex schedules to facilitate acquisition integration activities, and managed the schedules and demands of three C-Suite executives (Chairman/CEO, CFO and GC)
Her intelligence, confidence and initiative give her the tools to sort through conflicts, communicate effectively with executives and board members, and complete tasks on time.
Nay has a great sense of personal style which reflects well on the organization. Above all else, her attitude is very welcoming and professional, and she easily adapts to change in a fast moving business environment. I enjoyed working with Nay and she was a pleasure to have on the team.