Greenstein Rogoff Olsen & Co

What Greenstein Rogoff Olsen & Co does

Greenstein Rogoff Olsen & Co (operating as GROCO) is a privately held limited liability partnership founded in 1964 in Fremont, California, that delivers CPA, tax, and multi-family office advisory services to ultra-high-net-worth individuals, venture capitalists, founders of transformational technology companies, and family trusts and foundations. The firm offers three service depths: a white-glove Family Office and Legacy tier (bill pay, trust support, estate planning, consolidated reporting, family governance, philanthropy coordination); a Lifestyle and Financial Management tier (cash flow, succession and retirement planning); and a Wealth and Tax Analysis tier providing traditional CPA and tax preparation across individual, corporate, estate, trust, partnership, S corporation, and tax-exempt entities. The firm explicitly does not sell investment products, positioning itself as a conflict-free, fiduciary-aligned advisor that coordinates tax strategy, estate design, and family governance under a single quarterback relationship.

The business is partnership-owned (Alan Olsen became Managing Partner in 2003 after Barry Rogoff's passing), with no institutional investors or parent company, and operates from two U.S. offices — Fremont, California and Overland Park, Kansas. Revenue derives entirely from professional services fees quoted on a client-by-client basis, with no public pricing tiers or product sales. The go-to-market is relationship-led: referrals from existing clients, direct outreach via phone and website contact forms, and the American Dreams media platform — a podcast and YouTube series hosted by Alan Olsen with 1,000+ guest interviews, 2,000+ published articles and videos, and a Facebook page exceeding one million followers — which functions as the firm's primary brand and trust-building engine. The firm does not maintain a proprietary technology platform; supporting infrastructure is internal and operational. Adjacent to the advisory practice, GROCO operates Legacy Builders, a philanthropic organization and annual conference (Legacy Builders 2025) that extends the firm's mission into community and ESG positioning.

Name

Greenstein Rogoff Olsen & Co

Legal name

Greenstein, Rogoff, Olsen & Co., LLP

Website

https://groco.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

GROCO is a privately held CPA and multi-family office founded in 1964 in Fremont, California, serving ultra-high-net-worth families, venture capitalists, and technology founders with coordinated tax, estate, trust, and family governance advisory across two U.S. offices.

Ownership category

akta.pro rank

Product category

Multi-Family Office Advisory Services

NAICS

Offices of Certified Public Accountants (541211)

SIC

Investment Advice (6282)

akta.pro primary industry

Compliance Technology, GRC Platforms & Controls Automation Advisory (BPAHAFAO)

Keywords

• Family office advisory
• Tax planning services
• Estate planning
• Wealth management
• Financial counseling

Headquarters

HQ city

Fremont

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Professional Services — Family Office Advisory: GROCO generates revenue through advisory fees for comprehensive family office services including bill pay coordination, trust administration, consolidated financial reporting, and estate planning.
2. Tax Preparation and Planning: GROCO serves as a full-service CPA firm providing tax return preparation and proactive tax planning across individual, corporate, estate, trust, partnership, S corporation, and tax-exempt entities. Revenue derives from tax compliance and advisory fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

GROCO is a multi-family office advisory and CPA firm providing tax preparation and planning, estate and retirement planning, risk and wealth management, and financial counseling services to ultra-high-net-worth individuals, multigenerational families, and founders of transformational companies. The firm coordinates bill pay, trust administration, consolidated financial reporting, philanthropic planning, and family governance under a single independent advisory relationship without selling investment products.

Product overview

GROCO is a multi-family office advisory firm offering three core service tiers: Family Office and Legacy (comprehensive white-glove services including bill pay, trust support, estate planning, and family governance), Lifestyle and Financial Management (operational coordination and financial counseling), and Wealth and Tax Analysis (traditional CPA and tax planning services). The firm also operates American Dreams, an interview and content platform featuring conversations with business leaders, and Legacy Builders, a philanthropic initiative. The service architecture is designed as a coordinated advisory ecosystem where GROCO serves as a 'quarterback' connecting tax strategy, wealth management, and family governance under one advisory relationship.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Office and Legacy White-glove multi-family office service coordinating bill pay, trust support, estate planning, consolidated reporting, and family governance for ultra-high-net-worth individuals and families.
• Lifestyle and Financial Management Expanded support service providing lifestyle operations and financial coordination, including cash flow analysis, succession planning, retirement planning, and risk management for high-net-worth clients.
• Wealth and Tax Analysis Traditional CPA and tax planning service covering tax preparation, planning, and analysis for individual, corporate, estate, trust, partnership, S corporation, and tax-exempt entities, with owner-level decision support.
• American Dreams Interview show and podcast series hosted by Alan Olsen featuring conversations with founders, investors, operators, and thought leaders on business, leadership, and legacy topics; serves as the firm's trust-building and lead-generation engine.
• Legacy Builders Philanthropic organization founded by Alan Olsen empowering impoverished families worldwide through sustainable giving, operating as a separate platform extending GROCO's mission.

Quantifiable outcome

• 60+ years of uninterrupted client service since 1964
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bessemer Trust: Bessemer Trust is one of the largest U.S. multi-family offices, serving ultra-high-net-worth families with investment management, trust and estate, and family office services. It is the closest direct competitor to GROCO's multi-family office offering, though at substantially greater scale.
• Glenmede: Glenmede is an independent investment and wealth management firm with a strong multi-family office practice serving UHNW families and foundations. Comparable to GROCO in its independent, conflict-free advisory positioning and family office service model.
• Brown Brothers Harriman (BBH) Wealth Management: BBH's private wealth management division serves UHNW individuals and families with investment management, trust and estate, and family office services. As one of the longest-tenured private banks, it parallels GROCO's longevity positioning and conflict-free advisory approach.
• Cresset Capital: Cresset is a multi-family office specifically focused on entrepreneurs, founders, and ultra-high-net-worth families, with services spanning wealth advisory, family office, and legacy planning. Its target market closely mirrors GROCO's VC and tech founder clientele.
• Pitcairn: Pitcairn is one of the oldest multi-family offices in the U.S., serving multiple generations of UHNW families with wealth management, trust, and family governance services. Comparable to GROCO in its multi-generational approach and family governance emphasis.
• WE Family Offices: WE Family Offices is a multi-family office serving ultra-high-net-worth families with a focus on independent, conflict-free advisory and family governance. It directly parallels GROCO's positioning as a coordinated, unbiased advisor for UHNW families.
• Aspiriant: Aspiriant is a national independent wealth management firm serving high-net-worth individuals and families with personalized financial planning, tax, and investment advisory. It is comparable to GROCO in serving HNW clients with CPA-anchored comprehensive advisory services.

Broad incumbents

• BNY Mellon Wealth Management: BNY Mellon Wealth Management is a large incumbent wealth manager offering investment management, trust and estate, and private banking services to UHNW clients globally. As a broad incumbent, it offers overlapping capabilities to GROCO's clients but as part of a much larger platform.
• Andersen (formerly Andersen Tax): Andersen is a large national tax and advisory firm serving UHNW individuals, families, and closely held businesses with tax, estate, and wealth advisory services. Comparable to GROCO in its CPA-anchored private client practice but operates at substantially larger national scale.

Regional players

• Plante Moran: Plante Moran is a top U.S. accounting and advisory firm with a private client services group serving high-net-worth individuals and family offices, primarily across the Midwest. Comparable to GROCO in serving HNW clients with integrated CPA and advisory services, though with a different regional footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-gL-bLP0-ZI2cDfuGWbWmA
• Facebookfacebook.com/AmericanDreamsShow
• LinkedInlinkedin.com/in/alanolsen1960
• Xx.com/grococpa

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenstein Rogoff Olsen & Co