About Us
Practical software reviews and business guides for small business owners.
Who We Are
CoBanker is a small business resource site covering software reviews, product comparisons, and operational guides across five categories: Marketing & Sales, Human Resources, Operations & Management, Business Technology, and Business Essentials.
We launched in September 2025 to help people start, run, and grow small businesses. We publish software reviews and comparisons, but we also cover the fundamentals: how to form an LLC, how to set up payroll, how to hire your first employee. If it's a decision a small business owner has to make, we probably have a guide for it.
Our editorial team has hands-on experience in the industries they write about. When we review HR software, the person writing has actually worked in HR. When we compare CRM platforms, the writer has run campaigns in those tools. That firsthand experience is what separates us from content farms staffing generalists to churn out "best of" lists.
How We Create Our Content
Every piece of content follows the same process: topic research, hands-on product evaluation, writing, multi-level editing, and fact-checking. We publish our full editorial process for transparency.
Best-Of Roundups
We research, test, and compare software products in each category, then rank them based on features, pricing, usability, and fit for small businesses. Every roundup includes a comparison table with specific pricing.
Guides & How-Tos
Practical walkthroughs for small business operations: payroll setup, LLC formation, hiring processes, and more. Written with enough detail to actually follow, not just skim.
Reviews & Comparisons
Individual product deep-dives and head-to-head matchups. We cover what each product does well, where it falls short, who it's best for, and what it costs.
Editorial Independence
CoBanker may earn revenue through affiliate partnerships with the software companies we review. When you click a link and sign up for a product, we may receive a commission.
These partnerships support our work, but they never influence our editorial decisions. Our team independently selects which products to cover, how to rank them, and what to recommend. Products without affiliate programs still appear in our roundups if they deserve to be there. Products with generous commissions get cut if they don't hold up.
Our full methodology is documented on our editorial process page.
Our Team
Jay Egger
General Manager
Jay leads CoBanker's editorial strategy and content operations. He has over a decade of experience in SEO and digital media, having previously served as Senior Director of Growth & Strategy at Static Media, where he led the SEO team and built data-driven content systems. Before that, he held content strategy roles at Dotdash and TheStreet, and worked as an SEO strategist at Fit Small Business. His writing has appeared in TheStreet, The A.V. Club, and Innovating With AI. He holds an M.S. in Business Analytics from Georgetown University and a B.S. in Public Relations from the University of Texas at Austin.
Sandra Robins
HR & Workforce Writer
Sandra has 13 years of experience in content writing and digital marketing for small businesses. She previously worked as a marketing consultant at a B2B agency focused on HR and internal communications, and spent eight years on a marketing team at a consumer products company managing social media, influencer partnerships, and content. She also has hands-on HR experience as a generalist and recruitment coordinator. Her writing has been published in Gluten-Free Living magazine.
Nick Perry
Senior Business Writer
Nick is the founder and creative director of Flocked Creative, a boutique marketing consultancy that has helped both Fortune 500 companies and small businesses build better content experiences. His writing has been published in Entrepreneur, CNN Underscored, TechCrunch, and NerdWallet (Fundera), covering topics across operations, content strategy, and business growth. At CoBanker, he covers operations, management, and business technology, bringing a consultancy perspective to how small businesses evaluate and adopt tools.
Natalia Finnis-Smart
Business & Commerce Writer
Natalia is a New York-based writer and editor with a background in SEO-driven storytelling across business and lifestyle verticals. Her work has appeared in Women's Wear Daily and Footwear News, where she covered retail, commerce, and brand strategy. At CoBanker, she covers marketing, sales, and general business topics, with a focus on making complex business concepts accessible to first-time entrepreneurs and small business owners.
Shanel Pouatcha
Marketing & Technology Writer
Shanel studied Business, Computing, and Data Science at NYU Stern, where she focused on the intersection of emerging technology, infrastructure, and strategic decision-making. She has experience across product strategy, communications, and applied research, and previously launched and operated a science and technology publication amplifying expert voices in the space. At CoBanker, she covers marketing and business technology, bringing an analytical lens to how small businesses adopt and evaluate software tools.
What We Cover
Marketing & Sales
How to find customers, keep them coming back, and pick the right tools to do it. We cover CRM platforms, email marketing, social media strategy, SEO, and advertising from the perspective of teams that don't have a dedicated marketing department.
Human Resources
Everything from hiring your first employee to managing a growing team. We review HR software and payroll platforms, and write guides on onboarding, compliance, performance management, and the day-to-day decisions that keep a workforce running.
Operations & Management
The systems behind how a business actually runs. Project management tools, productivity software, workflow automation, and leadership frameworks for owners who are still doing most of the work themselves.
Business Technology
The infrastructure that keeps a small business connected and secure. Cloud storage, VoIP phone systems, cybersecurity basics, business internet, and the IT decisions most owners don't think about until something breaks.
Business Essentials
The starting line. How to form an LLC, set up accounting, get business insurance, and navigate the legal and financial fundamentals that every new business needs to get right from day one.
Get in Touch
Have a question about our content or want to suggest a topic? Reach us at info@cobanker.com.
For partnership or advertising inquiries, contact jegger@cobanker.com.
For corrections or factual disputes, see our editorial process page.