Just signed up to "solve this problem", since we've been building ~the exact thing that post describes: an accounting service built on top of QuickBooks Online, with really robust integrations for services startups use (e.g. Gusto, Stripe, Expensify, etc.)
Like inDinero or some of the other options out there, we're a service that takes care of your books for you, so you don't need to think about them. But with a few key differences:
* We're built on QuickBooks Online, so you're not locked into a system that no one else knows how to use. (It's still a proprietary system, but it's the industry standard.)
* We take a hybrid humans + software approach. Most of the work of keeping the books updated is tedious data entry, and when humans do the work (no matter how talented they are), it's super-error-prone and frustrating. Our attitude is: computers should do the tedious repetitive work, and our talented team of pros should focus on (a) doing the tricky stuff, (b) understanding the specifics of your business, and (c) answering any questions you have.
* We're startup people, so we've had these problems ourselves. This is our third startup — our previous companies were Ksplice (acq. by Oracle) and Zulip (acq. by Dropbox), so we're definitely not strangers to building software.
(Incidentally, we've done a bunch of migrations from inDinero before.)
Basically, our thesis is: humans + software each doing what they do best. (Or, if you like, we're building an Iron Man suit for our people to do your books with higher quality.)
We're in private beta today and have been doing the books for a bunch of tech companies (all the way from newly incorporated to well on their way to their Series B). We're actively taking on a steady stream of new customers, so if you're interested, send me a note: waseem@zapgram.com