About Us


Greenstein, Rogoff, Olsen & Co., LLP is a full service Certified Public Accounting firm located in the Silicon Valley region of the San Francisco Bay Area. It has been consistently ranked as one of the top accounting firms in the San Francisco Bay Area. Founded by Morey Greenstein, the practice has grown into a premiere regional accounting firm with offices in Fremont and Palo Alto. GROCO® provides strategic accounting, tax, financial, wealth preservation, business valuation, planning and consulting services to high net worth individuals, closely held businesses and individuals expecting significant liquidity events. Specific expertise includes delivering these services to Venture Capital partners and individuals associated with family offices. Many named partners in the largest VC firms are long-time clients of GROCO. Successful companies that have been assisted by GROCO’s VC clients include:

GROCO’s Awards and Recognitions
The Firm is a Member of the Following Professional Organizations

Our Management Team

Managing Partner
Alan Olsen, CPA, MBA (Tax)

Alan Olsen is Managing Partner at Greenstein, Rogoff, Olsen & Co., LLP, (GROCO), a leading CPA firm in the San Francisco Bay Area. His firm has been recognized as one of the Top 25 Best Managed CPA firms in the USA by Inside Public Accounting. His firm has also received recent recognition as one of the fast growing companies in the San Francisco Bay Area by the San Francisco Business Times and was named as one of the Ten Best Financial Planning Firms in the USA by the CPAWealth Provider. Alan has more than 25 years of experience in public accounting, and works with some of the most successful venture capitalists and entrepreneurs in the world, helping to develop innovative financial strategies for business enterprises.

Founding Partner
Morey Greenstein, CPA

Morey Greenstein is the Founding Partner of Greenstein, Rogoff, Olsen & Co., LLP. The firm began in 1964 as a sole proprietorship and was among the first accounting practices in the new city of Fremont, California. In 1980, Morey opened a second office in Palo Alto to serve his growing client base in the West Bay. With over 50 years of experience, Morey has created a legacy by working with individuals and families who have reshaped the world we live in. Among Morey’s early clientele are a former president of the World Bank and the individual who assisted in both the Berlin Airlift and Marshall Plan to rebuild Europe and Japan after World War II. He also serves the venture capitalists who created companies such as National Semiconductor, Genentech and Compaq. Morey is actively involved in the accounting practice, specializing in wealth preservation strategies for individual clients and closely held businesses. Morey’s clients respect him for his technical expertise and practical approach to complex situations.

Steve Singer, CPA, MS

Throughout his life Steven Singer has been successfully guiding ultra high net worth individuals, entrepreneurs and families through many tax, personal and financial issues. Steve’s experience spans more than 37 years and his unique background and skills in venture and corporate finance, mergers and acquisitions, high net worth individuals, corporate and partnership taxation and strategic planning give him unmatched insight into helping his clients achieve success. He creatively leverages relationships to help his clients grow their businesses and achieve their goals.

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.

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 teaches 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, 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.

Beth Rasler, CPA

Beth Rasler has been with Greenstein, Rogoff, Olsen & Co., LLP since 1999. Beth received her CPA credentials in 1991 and has been a practicing accountant since 1987. Though a native Californian, Beth spent several years in New Zealand, living on a dairy farm and later working as an auditor for the New Zealand government. Beth is heavily involved in GROCO’s internal training program. She is a graduate of CSU, Stanislaus. Beth is a member of the California Society of Certified Public Accountants, the AICPA, and is an Associate Board Member of the Fremont Education Foundation after serving as their Treasurer for over 14 years. Beth specializes in relationships with high net worth individuals.

Merger and Acquisitions Director
Charles Roberts, CIPP/G

As Merger and Acquisitions Director for GROCO, Chuck’s primary focus is to find exceptional CPA firms interested in merging their practice with GROCO’s; and works closely with the firm’s Managing Partner, Alan L. Olsen, on high value initiatives. A serial entrepreneur, Chuck has started multiple successful companies and has helped others do the same. He founded, built and sold Prime Credit Reports Inc. in Fremont, CA. and Hato Rey, Puerto Rico; was Sr. VP of new products for First American Financial/CREDCO; a fortune 500 company headquartered in Southern California (NYSE: FAF), later First Advantage (NASDAQ: FADV). As the second full-time employee and principal, helped build a food equipment manufacturing and marketing company in Pleasanton, CA. It too was successfully sold. He founded Repository IT Inc., a consumer and business privacy advocacy firm and was elected and served on the board of directors for the National Credit Reporting Association, NCRA. Chuck has a degree in Information Systems Management from the University of San Francisco.

Rose Lu Chen, CPA MBA

Rose has been a Certified Public Accountant (CPA) and helped navigate the course of GROCO’s success for over a decade. Tasked with some the most challenging tax strategy and planning required for ultra-high net worth clients and their family office and generational wealth preservation needs, she’s no stranger to successful tax issue resolutions. As a former news anchor, Rose is adept at identifying the core importance of a complicated tax situation and is able to communicate and act on those facts to the benefit of her clients. Her practice experience spans almost all areas of taxation including closely held corporations and their shareholders, individuals, expatriates and nonresident aliens and professional practices. She holds a bachelor’s degree in Economics from the prestigious Fudan University, and an MBA, Accounting & Finance from California State University-East Bay.

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Get in touch with Groco.
39159 Paseo Padre Parkway Suite 315 Fremont, California 94538

+1 (510) 797-8661