Our Story

1791 Financial Services

Built on Freedom. Driven by Results. Focused on You.

1791 Financial Services was founded on a simple but powerful idea: small business owners deserve to keep more of what they earn.


Our name is inspired by the year 1791, when the Bill of Rights was ratified—cementing the freedoms that define this country. We believe those same principles of independence, ownership, and opportunity live on today through America’s small business owners. You are the backbone of our economy—and you deserve a financial partner that protects what you’ve built.


Our Mission

At 1791 Financial Services, our mission is clear: help small business owners eliminate financial inefficiencies, maximize profitability, and build long-term wealth.


We don’t just offer services—we deliver a system designed to uncover hidden “profit leaks” and put that money back where it belongs: in your pocket.


A Different Kind of Financial Partner

Most business owners are forced to work with multiple disconnected providers—one for payments, another for bookkeeping, another for taxes, another for insurance—each operating in a silo.


That fragmentation costs you money.


At 1791 Financial Services, we’ve built a fully integrated, family-office-style model for small businesses, combining:

  • Merchant processing and payment optimization
  • Bookkeeping and financial reporting
  • Tax preparation and strategy
  • Business and personal insurance solutions
  • Financial planning and wealth strategy


By bringing everything under one roof, we’re able to identify opportunities others miss and create a coordinated strategy that drives real financial results.


Why Clients Choose 1791

Because we don’t just manage finances—we improve them.


Our clients work with us because we:

  • Actively find and eliminate profit leaks (often $25,000+ per year)
  • Align every financial decision—from payments to taxes to insurance
  • Simplify complexity with one trusted advisory relationship
  • Leverage modern technology to improve efficiency and reduce costs
  • Operate with integrity—no tricks, no gimmicks, just results


We succeed when you keep more, grow faster, and gain clarity over your financial future.


Leadership You Can Trust

1791 Financial Services is led by John Alduenda, CFP®, an entrepreneur, financial strategist, and educator with a passion for helping business owners win.


With an MBA in Entrepreneurship and experience spanning financial planning, merchant services, and business advisory, John brings a holistic, real-world perspective to every client relationship. He also serves as an Adjunct Professor at UC Berkeley Extension, where he mentors the next generation of finance professionals.


His approach is simple:

“Business owners don’t need more vendors—they need a strategic partner who sees the full picture.”


The 1791 Advantage™

When you work with 1791 Financial Services, you’re not just hiring a service provider—you’re gaining a dedicated financial partner committed to your long-term success.


We help you:

  • Keep more of your revenue
  • Make smarter financial decisions
  • Build a more valuable, scalable business
  • Create a path toward financial freedom


Built for Business Owners Who Want More

If you’re tired of overpaying, overwhelmed by complexity, or unsure where your money is going, we’re here to help.


Because at the end of the day, this isn’t just about numbers.


It’s about freedom—the same freedom that inspired our name.


1791 Financial Services

Helping America’s small business owners keep more of what they earn.