ForwardPEO didn’t start as a business plan. It started at my bookkeeping firm.
I was deep in the financials for my clients — small and mid-size businesses across Brooklyn and beyond — and I kept seeing the same thing: PEO contracts that didn’t make sense. Rates that had crept up without explanation. Benefits packages that looked good on paper but were bleeding money in practice. So I started doing the research myself. I’d dig into the PEO market, compare what was out there, and come back to my clients with recommendations.
Word got around. Other business owners started calling — people who weren’t my bookkeeping clients — asking if I could do the same for them. That’s when I realized: the PEO industry is built on volume and speed. Providers want to close deals, brokers want commissions, and somewhere in the middle, the business owner gets a “solution” that nobody actually tailored to their needs.
I don’t work that way.
When you call me, I’m going to ask you a lot of questions. I’m going to look at your current setup, your costs, your pain points, and your goals. I come at this the way a bookkeeper comes at a balance sheet — line by line, no assumptions. And then I’m going to tell you the truth.
About 30% of the time, that truth is: “Don’t switch.”
Maybe your current PEO is actually competitive. Maybe the disruption of switching outweighs the savings. Maybe you don’t need a PEO at all and an EOR or ASO would serve you better. I’ll tell you that. I’d rather lose the engagement than put you in a worse position.
For the other 70%, I find them a better fit — and the math speaks for itself. Lower costs, better benefits, cleaner compliance. No guesswork, no high-pressure pitch. Just a clear recommendation backed by real numbers from someone who’s been reading the fine print since before this was a company.
If you’re wondering whether your PEO is actually earning its keep, or if you’re just starting to explore the idea, I’d welcome the conversation. No cost. No catch. Just an honest look at where you stand.
Talk soon,
Isaac Attia
Founder, ForwardPEO
Brooklyn, NY