Dec. 23, 2025

This piece is sponsored by MarketBeat. 

Growth doesn’t happen by accident.

It’s built carefully, often quietly, through systems that work, decisions that hold up under pressure and leaders who think several steps ahead. The most important work rarely looks flashy in the moment, but it determines whether a company can scale without cracking.

At MarketBeat, that work shows up in the systems and structure Arin Gonseth helps shape as the company grows.

By 2021, the company had reached a point where that kind of leadership mattered more than ever. Gonseth joined MarketBeat in September of that year as employee No. 11, stepping into a business that was expanding quickly and preparing for what was coming next.

Arin Gonseth in her office

MarketBeat initially posted the opening as seeking a part-time controller. The plan was straightforward: Bring MarketBeat’s accounting in-house, and begin preparing audited financials.

But during the interview process, founder and CEO Matt Paulson recognized that Gonseth’s experience and skillset extended beyond the position’s responsibilities and the company’s immediate needs. In the end, Gonseth was hired as vice president of finance, a role that now touches nearly every layer of the company.

“Prior to Arin joining MarketBeat, we had seen significant growth in a short period of time, but our systems were set up for a $1 million to $2 million company, not a $25 million to $50 million company,” Paulson said.

“Arin systematically went through our accounting and human resources processes and professionalized them one by one. With her help, we now have the systems and framework in place for MarketBeat’s next phase of growth.”

MarketBeat leadership team

Today, her work spans many critical areas of the business, including accounting and finance, human resources, office administration, aspects of IT, customer support, legal and risk management.

“A lot of the projects I’ve taken on weren’t necessarily what I was hired for,” she said. “But I saw gaps and opportunities — places where we could formalize processes, create clarity and make things easier for employees.”

Early on, Gonseth focused on strengthening MarketBeat’s internal foundation. She helped create the company’s first employee handbook, established structured onboarding and hiring practices, strengthened the benefits package and moved the company from outsourced bookkeeper-style financials to audited financial statements. In collaboration with Paulson, she also helped establish MarketBeat’s philanthropy committee and the internal processes that guide how the company gives back.

Her background in construction proved unexpectedly practical too. When MarketBeat built out its current office, Gonseth negotiated lease terms, worked with contractors and architects, and managed internal decisions and punch lists. She now is applying that same experience to the company’s new YouTube studio build-out at a smaller scale.

MarketBeat’s Cherapa Place office under construction

As MarketBeat continues to expand, Gonseth has found herself shaping not only systems but also culture. For her, growth isn’t the concern — it’s making sure the company’s processes, systems and employee skills can keep up with that growth. As companies scale, maintaining culture takes more than good intentions — it takes purposeful choices.

“I’ve really learned that things don’t always have to be so black and white,” she said. “In bigger companies, structure already exists. Here, I’ve learned how important it is to focus on building intentionally while still prioritizing employees in flexible ways. That’s what I was looking for.”

Paulson said Gonseth’s perspective has been invaluable.

“Arin takes the time to fully understand a situation before making a decision,” he said. “It’s a great balance for my ‘move fast and break things’ approach. She’s compassionate and firm at the same time.”

That balance has created a strong foundation of trust.

“There’s a level of trust in my work with Matt that really matters,” Gonseth said. “I can voice concerns, challenge ideas or offer a different perspective, and it’s met with respect. Even when we disagree, we work through it thoughtfully — and that’s when we tend to get the strongest results.”

Arin Gonseth outside her MarketBeat office

Gonseth’s leadership experience extends beyond her role at MarketBeat.

With the company’s support, she has participated in Leadership Sioux Falls and currently is part of Leadership South Dakota. Each experience, she said, has shaped how she thinks about influence, collaboration and the responsibility leaders have to their communities.

Today, she serves as the finance chair and a member of the executive committee for Startup Sioux Falls and also sits on the Brandon Community Foundation board, a role that holds special significance given her roots in the Brandon area. She’s also an active member of the Downtown Rotary and frequently volunteers through MarketBeat with organizations, including EmBe’s Girls on the Run and Dress for Success and Junior Achievement’s Finance Park.

Arin Gonseth volunteering with EmBe’s Girls on the Run program

Her leadership also has been recognized through awards, including CFMA’s National 40 Under 40 Award, EmBe’s Tribute to Women in Banking & Finance, and SME’s Excellence in Leadership Award.

Arin Gonseth accepting SME’s Excellence in Leadership Award

Those honors reflect not only her professional accomplishments but also the philosophy guiding her work as MarketBeat continues to evolve.

“Growth creates opportunity, but it also creates responsibility,” she said. “I hope the work we’re putting in now creates a foundation that makes us even stronger in the years ahead — and I’m genuinely excited about what that growth makes possible for both the business and our people.”

Paulson said that long-term mindset has been critical as the company evolves.

“I truly trust Arin because she does her research,” he said. “If she brings a recommendation, I know it wasn’t made quickly or without due diligence. Hiring her as VP of finance was one of the best decisions I’ve made.”