# Page 4 - Amita Jain | Capterra > Page 4 - Senior Writer Experience I've been writing for Capterra since August 2021, with the goal of becoming a trusted voice in the finance technology market. I have covered finance careers, investment analysis, and real estate investing for nearly a decade. My mission is to provide clear, actionable guidance that helps businesses and professionals navigate the complex world of technology. My journey began as a reporter for a monthly publication covering education and the startup ecosystem in India. This foundation was strengthened through field reporting at high-level events hosted by the United Nations and government bodies, where I developed strong research and storytelling skills. Expertise I've been helping small and midsize businesses navigate the intersection of their financial operations and technology for several years. Throughout this time, I've maintained a deep understanding of the evolving fintech landscape through analysis of more than 84,000 authentic user reviews, over 30,000 interactions between software advisors and accounting software buyers, and interviews with experts in the finance and accounting space. In addition, I specialize in providing actionable buying guidance for expense management and accounting solutions. I also explore adjacent categories such as property management solutions and payment processing tools, ensuring businesses have the most up-to-date and helpful information when making critical software purchasing decisions. My work has been featured in: Careers360 Financial Express Education I hold a Master of Arts degree in public policy from King's College, London. Source: https://www.capterra.com/resources/author/ajain/page-4 --- # /Page 4 - Articles by Amita Jain Amita Jain Follow on[](https://www.linkedin.com/in/amitaj/)[](https://twitter.com/JainAmita5) **Senior Writer** **Experience** I've been writing for Capterra since August 2021, with the goal of becoming a trusted voice in the finance technology market. I have covered finance careers, investment analysis, and real estate investing for nearly a decade. My mission is to provide clear, actionable guidance that helps businesses and professionals navigate the complex world of technology. My journey began as a reporter for a monthly publication covering education and the startup ecosystem in India. This foundation was strengthened through field reporting at high-level events hosted by the United Nations and government bodies, where I developed strong research and storytelling skills. **Expertise** I've been helping small and midsize businesses navigate the intersection of their financial operations and technology for several years. Throughout this time, I've maintained a deep understanding of the evolving fintech landscape through analysis of more than 84,000 authentic user reviews, over 30,000 interactions between software advisors and accounting software buyers, and interviews with experts in the finance and accounting space. In addition, I specialize in providing actionable buying guidance for expense management and accounting solutions. I also explore adjacent categories such as property management solutions and payment processing tools, ensuring businesses have the most up-to-date and helpful information when making critical software purchasing decisions. My work has been featured in: - Careers360 - Financial Express **Education** I hold a Master of Arts degree in public policy from King's College, London. [Brand vs. Company: Understanding the Differences Published September 14, 2022 As a small business owner, should you focus on sales or brand-building? Small businesses are often too distracted by what’s measurable (e.g., sales, returns), forsaking the broader cumulative effect of activities such as branding. They feel branding is optional. They’d rather focus on establishing their company, gaining a foothold, and keeping the doors open than on building a brand. But they don’t realize the two are intertwined.](https://www.capterra.com/resources/brand-vs-company/)[4 Reasons Accountants Need Artificial Intelligence Skills Published June 27, 2022 Artificial intelligence (AI) is supercharging everything in accounting—from detecting record-keeping errors to making predictions about future expenses. Clients want to use it, and accounting firms want to provide it to clients. But they both need people who can understand the technology and help implement it.](https://www.capterra.com/resources/artificial-intelligence-in-accounting/)[RPA in Accounting and Finance: Here’s Everything You Need To Know Published June 22, 2022 Finance teams still spend a lot of time bookkeeping and analyzing historical performance. Despite automating basic accounting tasks, they remain markedly invested in preparing and consolidating data for day-to-day reporting.](https://www.capterra.com/resources/rpa-in-accounting-and-finance/)[9 Basic (and New) Accounting Skills You Need for Success Published June 9, 2022 Numerical prowess is critical to the accounting profession. But as technology makes entry-level tasks simpler and complex analysis easier, the combination of skills required from accountants is going beyond the basics.](https://www.capterra.com/resources/basic-accounting-skills/)[7 Accounting Metrics To Read Your Balance Sheet Published April 27, 2022 The balance sheet your bookkeeper or accountant prepares is often forgotten among everyday business challenges, only to be remembered during the tax season.](https://www.capterra.com/resources/how-to-read-and-analyze-balance-sheet/)[How To Prepare a Balance Sheet: A Step-by-Step Guide Published April 7, 2022 As an entrepreneur or a business owner, one of the biggest mistakes you can make is not taking the time to study your company’s financial statements. And worse still, not preparing them at all.](https://www.capterra.com/resources/how-to-prepare-balance-sheet/)[What Is a Statement of Financial Position? And Why It Matters to Your Business Published March 31, 2022 Busy trading, running sales calls, or managing employees? Who has time for finances? Small business owners juggle multiple responsibilities, and in the bustle, accounting often takes a back seat. But even though your bank balance seems okay, there could be declining fundamentals that may not show up until it’s too late.](https://www.capterra.com/resources/what-is-statement-of-financial-position/)[4 Basic Financial Statements To Make Informed Business Decisions Published March 29, 2022 Known as the basics of accounting, financial statements provide stakeholders the information they need to evaluate a company’s financial performance.](https://www.capterra.com/resources/four-basic-financial-statements/)[10 Metrics Every Financial Dashboard Should Include Published February 10, 2022 Is your business flying blind without any guidance on financial metrics? Running a small and midsize business (SMB) in the dark when cash is tight can leave too much room for chances, putting you at risk of insufficient funds for billing or payroll and, in the best case, leaving money on the table.](https://www.capterra.com/resources/finance-dashboard/)[Annual Contract Value: What Is ACV & Why Is It Important? Published January 6, 2022 Annual contract value (ACV) is a key metric used by sales teams to show how much an ongoing customer contract is worth by breaking down its value annually. ACV calculations are typically based on the recurring revenue generated by a single client or account.](https://www.capterra.com/resources/acv-sales/) Page 4 of 5