The SourceUP Story
INDIANAPOLIS BASED FINANCIAL + BUSINESS STRATEGY FIRM
Our services address a critical need for businesses, hence SourceUP’s growth. Leveraging our diverse experience, we empower clients with clarity and education, facilitating informed financial and strategic decisions for our clients effortlessly.
In 2020, Jessica McCracken joined the SourceUP team as the Account Manager and we continued to focus on service based businesses to drive our biggest impact. We have worked in a co-working space for about two years and now occupy a charming house in Broad Ripple that we affectionately call The Yellow House. We are excited to welcome our clients to a warm and inviting space where they can feel comfortable discussing their challenges and we can work together to find productive solutions.
In 2024, we added Kristen Devine to the team as a Strategic Finance Manager rounding out a deep accounting and financial addition to our team. Kristen has a wealth of experience that provides SourceUP with more bench strength.
Expanding Our Reach
About 18 months later, Christina added an additional client to the portfolio using the knowledge from her corporate experience as well as learnings from her first client. These two clients were the foundation to learning about both how small businesses operate as well as the benefit of clear direction and expert guidance. These core values are what has led to sustainable growth for our clients. In 2019, SourceUP officially launched as a business with a portfolio of clients and the rest is history.
The path to creating SourceUP
After ten years in corporate roles and a year as a stay-at-home mom, Christina was eager to pursue an opportunity that allowed her to use her skills and talents as well as impact others. In 2016, she saw an opportunity to manage the finance and administrative areas of a small service-focused business assisting in a transition of ownership. This role allowed her to appreciate the differences in small businesses and the long-term benefits from adopting customized tools and expert guidance. This marked the early beginning of what would later become SourceUP.
The Beginning of SourceUP
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Christina built SourceUP on a foundation of experiences spanning nearly all business functions—financial planning and analysis, budgeting, project and cost management, strategy, new business launches, and sales and marketing. Christina spent the past ten years exclusively focused on supporting small businesses working to scale operations and in need of assistance in all things financial, administrative, and strategic planning. Christina’s breadth of experience enables her to offer a unique set of skills and perspective to small business owners who understand the stress of having to “manage it all.”
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As Christina began SourceUP, it was abundantly clear that the services she offered were of great need to businesses working to scale up and grow their passion. She had worked for two large corporations, GE Healthcare and Miller Brewing Company, which turned MillerCoors during her time. She moved up the ladder through a diverse set of positions within Finance, but also took roles in Strategy and Sales, as part of a new segment incubation and launch. This variety provided her with a wide range of experiences that shaped how she now manages her client interactions.
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Her focus is on clarity; ensuring her clients understand the financial side of their business and have the analytical tools to easily make decisions for their future. Christina invests time in the entrepreneur; seeking to understand their passion and what struggles they have with their business. Christina creates solutions that best fit the way they do business while reducing or eliminating their pain points.
When not supporting her clients’ entrepreneurial dreams, Christina and her husband, John, are busy parents to Luca, Maxine, and Ray. She keeps busy with yoga, tennis, cooking, and gardening.
Founder & CEO
Christina Martin
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Jessica plays a pivotal role in managing our clients’ operations, handling transactions, payroll, invoicing, maintaining vendor and contractor relationships, utilizing virtual tools to collaborate with team members, and is highly proficient with QuickBooks®. With a background in customer service from her time at Enterprise, she values client relationships. Jessica is extremely comfortable with meeting new people, whether they be our client’s client, a contractor, or a vendor. All of these relationships are essential to the success of our client’s business, and she is accustomed to being a central point for multiple channels of communication.
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Before joining SourceUP, Jessica was an executive for a granola start-up small business. She had an all-encompassing role which included product packaging, transactional services, product marketing and sales, social media marketing, trade shows, logistics, human resources, food broker network, customer service, and vendor relations. Her highest achievements were establishing a successful sales presence on Amazon and growing granola sales in schools across the country. Having this small business experience makes her a very strong asset to not only SourceUP but to our clients.
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Jessica graduated from Saint Mary’s College in Notre Dame, IN with a degree in History. When Jessica is not utilizing QuickBooks® with ninja-like precision or thinking about process improvements, she can be seen cheering for her sons at their athletic games. She and her husband are proud parents to three amazing boys and one adorable dachshund.
Client Services Manager
Jessica McCracken
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Kristen supports our clients’ unique situations by providing a range of detailed transactional to more strategic analysis. Kristen’s diverse financial experience ranges from client service in public accounting firms to corporate financial departments to serving on nonprofit boards, setting her up with an optimistic mindset to complete any task.
She is passionate about collaborating with stakeholders to elevate clients’ businesses and provide useful decision-making information that directly drives our clients’ growth and success.
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Kristen has a Bachelors and Masters in Accounting from the University of Tennessee and was previously a licensed CPA in Georgia. She began her accounting career at Ernst & Young focused on corporate tax before moving to in-house income tax departments at Newell Rubbermaid (now Newell Brands) and Equifax in Atlanta, GA. Her husband’s overseas assignment to Brussels, Belgium gave Kristen an opportunity to return to Big 4 public accounting. She spent 3 years at PricewaterhouseCoopers in Brussels where she focused on cross-border coordination of income tax accounting for large multinational clients.
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Kristen and her husband have made two other moves with her husband’s career but landed in Indianapolis and decided to stay here. She lives in Meridian Kessler with her husband, 2 children – Claire and Alex, and their new puppy, Bella.
Kristen loves being active, doing anything outdoors, volunteering at her children’s schools, and traveling with her family when she is not busy using Excel.
Strategic Finance Manager
Kristen Devine
Toby is a staple at our Yellow House, whether he is greeting a client or having coffee with the SourceUP team, he is bound to bring anyone joy. He joins most days in the office and stands lookout on our second floor window while also resting in his bed (of course!). Toby loves a good snuggle. If you cannot find him on watch, he will be sleeping at your feet waiting for the perfect moment to take a walk.
Chief Happiness Officer
Toby
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