Work That Matters.
Results That Endure.
From strategy to execution, I help founders and teams align with purpose, scale smart, and serve well.
STRATEGIC
INVESTING
I back bold ideas—from firms to SaaS to real estate—driven by smart models and good people. Especially passionate about shaping the future of Knoxville.
Board
Advising
I support values-driven teams with strategic insight and a passion for impact. Helping others help others is what fuels me.
Technology
GUIDANCE
I’ve helped shape tools like Intuit, Gusto, Karbon and others through product councils and advisory roles. I guide go-to-market, UI/UX, and build for real-world impact.
HI, I’M JOE CARUFE
I’ve been immersed in the cloud accounting and business world since 2011, building and leading companies that value innovation, people, and long-term impact. While I’ve helped shape the AccountingTech space through leadership roles, product councils, and global firm work, the real reward has been getting a front-row seat to the challenges and wins of hundreds of business owners and leaders across a wide range of industries.
Today, I split my time between growing Good Measure, advising Karbon’s leadership, investing in new ventures, and supporting others through board and product advisory roles. Whether I’m shaping go-to-market strategy, helping a founder scale, or connecting good people doing good work, I’m driven by one belief: helping others help others is the most meaningful kind of work there is.
MY ENDEAVORS
Good measure financial
Co-Founder
Good Measure is a highly relational, tech-first cloud bookkeeping and financial support company. We stand out through a blend of top-tier systems, exceptional work, and a team that genuinely cares. After a decade in senior leadership at two premier cloud-based firms, I set out to build something new by partnering with a rising leader and a great team. Drawing on past experience and the guidance of countless mentors, I helped shape the vision and invested in the foundation to grow Good Measure into a thriving, high-impact business. I specialize in spotting market needs, building with intention, and finding the right people to scale it forward.
Founded 2021 – Status: Active
KARBON
Fractional Executive
I joined Karbon during their $10M Series A raise to build and scale the global implementation team. The founders had created a solid foundation, and my role was to refine the process, hire for growth, and operationalize a newly funded enterprise. Since then, Karbon has raised over $100M, and the implementation team has grown to 30+ professionals. I’ve since transitioned into a broader fractional executive role, contributing to sales solution engineering, recruiting, and special projects—most recently, launching the Practice Marketplace, where accounting firms connect for M&A opportunities.
Started 2021 – Status: Active
TESTIMONIALS
“Joe is a solid accounting firm leader, has a thorough understanding of what it takes to make an efficient and profitable accounting operation. He is great to work with and has your best interest in mind.”
— Michael Ly
CEO of Reconciled.com & GP of A/F Fund
“Joe is one of the most technically progressive and forward thinking professional that I’ve met in the accounting industry.”
— Stuart McLeod
CEO & Co-Founder of Archie
“Joe’s been a great source of insight and counsel for me over the years. He’s worked in leadership roles within very progressive accounting organizations and has always been open to sharing his many experiences. I’m grateful to have such a trusted peer!”
— Kenji Kuramoto
CEO of Acuity
BLOG
Snack Chat with Scott Scarano: Finding the Sweet Side After the Sour
What do Warheads and a career in accounting have in common? According to my recent Snack Chat with Scott Scarano, more than you’d think. For Scott, his childhood memory of Warheads wasn’t just about candy—it was about embracing the sour. He loved the blistering, puckering first 20 seconds even more than the sweet finish. And in that contrast, we found the perfect analogy for business, leadership, and life. Sour First, Sweet Later Scott reflected on how building his…
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The Weight We Carry
Joe Carufe & Luke Lanzoni on Mental Health, Entrepreneurship, and Building a Better Path Featuring Luke Lanzoni – Therapist, Coach, and Longtime Friend What happens when the person who leads the business needs support of their own? In this special episode of Snack Chat, I sat down with my longtime friend and mental health expert Luke Lanzoni to explore the unseen emotional challenges of entrepreneurship — and how business owners can build a healthier, stronger…
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Rachel Fisch on Cloud Pioneering, Fun Dip Strategy, and the Power of Building Your Own Way
There are people in this industry who shape it — and Rachel Fisch is one of them. In this episode, I caught up with my longtime friend, tech leader, firm owner, and fellow sugar enthusiast, Rachel Fisch. We’ve known each other since the early T-Sheets Council days, back when there were only a handful of cloud apps to build around. Rachel was already running one of Canada’s most progressive remote bookkeeping firms, FischBooks, and pushing the industry forward…
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