About Us - Family Office Advisors

OUR HISTORY

The history of GROCO is tightly woven into the fabric of Silicon Valley and the birth of the modern venture-capital industry. In 1964, visionary accountant Morey Greenstein founded a boutique Bay-Area firm dedicated to the region’s emerging business leaders. Among his first clients were the founding venture capitalists of Silicon Valley. As the Valley boomed, so did GROCO, becoming the premier firm for venture capitalists’ and entrepreneurs’ tax, accounting, and broader financial needs.

In 1969, Barry Rogoff joined the firm, creating The Greenstein Rogoff Company. Innovation was surging across the Bay Area, and the firm earned a reputation for discretion, precision, and a deep understanding of complex tax, estate, and financial landscapes—serving not only venture capitalists and founders but also high-profile clients seeking sophisticated guidance.

A young accountant named Alan Olsen came aboard in 1990. Over the next decade his client-first philosophy guided the firm’s evolution. After Barry Rogoff’s passing in 2003, Alan became Managing Partner, and the firm was renamed Greenstein Rogoff Olsen & Co., LLP—GROCO.

Seeing the growing complexity faced by ultra-high-net-worth families, Alan led a strategic shift in 2010, adding comprehensive Family Office Advisory services. The vision was simple: be more than accountants—be long-term advisors, legacy stewards, and partners in generational success.

Today, GROCO Family Office Advisors serves influential families, venture capitalists, and entrepreneurs worldwide, including founders behind transformational companies such as Sun Microsystems, Intel, Oracle, Apple, Google, and Meta. We help clients manage wealth and taxes while preserving purpose through family governance, philanthropy, succession planning, and strategic advisory.

As technologies and industries change, our commitment endures: to remain the trusted partner for families who think in generations—not quarters—and who seek to align wealth with values and vision.

OUR MANAGEMENT TEAM

MANAGING PARTNER

ALAN OLSEN, CPA, MBA (TAX)

Alan Olsen, CPA, MBA (tax) is managing partner at Greenstein, Rogoff, Olsen & Co., LLP (GROCO), a nationally recognized family-office tax and advisory firm with offices in the San Francisco Bay Area and Kansas City.

With more than 25 years of experience, Alan advises some of the world’s most successful venture capitalists, high-net-worth individuals, and multigenerational family offices. He leads a team of expert CPAs who deliver sophisticated, conflict-free tax and financial strategies across estate, business, legacy, and investment-management needs—GROCO never sells investments.

Alan also founded Legacy Builders, a philanthropic organization empowering impoverished families worldwide through sustainable giving. He hosts the American Dreams podcast and YouTube series, which has attracted millions of views by featuring insights from top CEOs, entrepreneurs, and thought leaders.

A member of the Stanford Institute for Economic Policy Research (SIEPR), Alan is a sought-after lecturer and media contributor to outlets such as Bloomberg, CNN Money Magazine, Consumer Reports, and Fox News. Locally, he has appeared on Fox News, KPIX, and KRON, discussing business and tax issues relevant to today’s economy.

Under Alan’s leadership, GROCO has been honored as one of Silicon Valley’s top CPA firms, a “Best Place to Work,” and one of the 25 best-managed CPA firms nationwide.

Beyond the office, Alan gives back through education and community service. Since 2011 he has interviewed business and technology leaders on American Dreams, freely sharing their stories to inspire new entrepreneurs. GROCO’s website—ranked in the top one percent of all CPA-firm sites—offers hundreds of articles and videos at no cost. The American Dreams Facebook page now tops one million followers.

Alan previously served on the BYU-Idaho Advancement Council under President Kim Clark (former dean of Harvard Business School) and received the Silver Beaver Award from the Boy Scouts of America for distinguished service. He earned a B.S. in Accounting from Brigham Young University and an MBA in Taxation from California State University, Hayward. Alan and his wife, Susan, live in the Kansas City area and have seven children and 22 grandchildren.

To learn more about Alan, click HERE and HERE.

PARTNER
STEVE SINGER, CPA, MS

Steven Singer is a connector and collaborator that has guided ultra-high net worth individuals, families and entrepreneurs through complex tax, personal and financial issues. He is a high level strategist and implementor that executes. Steve is a partner at GROCO with experience in venture and corporate finance, mergers and acquisitions, family education and strategic and charitable planning. He currently serves on the board of Bizworld.org (teaching entrepreneurship to young adults), Leadership Councils of the American Diabetes Association, Women on Boards, Cifa (a part of the United Nations), and the Altru Institute. He is a frequent speaker at the Horasis group and authored many articles on cryptocurrency. He holds a B.S. degree in Business from U.C. Berkeley and a master’s degree in taxation from Golden Gate University.

Screenshot_2021-05-31 Hal Friedman, JD, Partner Partners, First relationship, Relationship

PARTNER
HAL FRIEDMAN, JD

Hal Friedman was a Director with Greenstein, Rogoff, Olsen & Co., LLP for 16 years prior to becoming a Partner in 2007. For the past 30 years, Hal has been working as a tax professional and lawyer serving the greater Palo Alto area. His practice experience spans all areas of taxation including closely held corporations and their shareholders, individuals, expatriates and nonresident aliens, and professional practices. Hal holds a bachelor’s degree in Accounting from Pennsylvania State University and a Juris Doctorate from Stanford Law School.

PARTNER
RON COHEN, CPA, MST

Ron Cohen has more than 33 years experience in public accounting and related industry work. He earned an undergraduate accounting degree from the University of Illinois, Chicago, and then a Masters in Taxation from Golden Gate University. Ron has extensive knowledge in International Tax and has traveled extensively throughout Europe and Asia handling tax issues. He has also served as a tax director for a company with sales in excess of $2 billion. Ron previously taught courses in taxation and financial accounting at Ohlone Community College. Ron lives in Fremont with his wife, who teaches English at Mission San Jose High School, and has two sons. Prior to his life as a CPA advisors, Ron did some stand-up comedy in Chicago and received advice from several comedians with national T.V. shows. However, after observing that the vast majority of comedians have a very low taxable income, Ron decided to follow his father’s example and become a CPA.