Our Management Team

Our management team is committed to building a one-on-one relationship with our clients, providing the attention, commitment and expertise they deserve. We contact all of our clients on a regular basis to ensure that their expectations are met and exceeded.



Charles Roberts, CIPP/G
Charles Roberts, CIPP/G
Merger and Acquisitions Director

Managing Partner Alan Olsen, CPA, MBA (tax) Alan Olsen, CPA, MBA (Tax)
Managing Partner

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.

In addition to his management role at GROCO, Alan is also actively involved in his community. He hosts the weekly radio show, Alan Olsen’s American Dreams, which is aired in the San Francisco Bay Area on KDOW 1220AM. Alan is a current member of the Stanford Institute for Economic Policy Research (S.I.E.P.R.). SIEPR’s goal is to improve long-term economic policy. He has been involved in the Boy Scouts of America organization for many years. In 2014, Alan was honored for his service by the Boy Scouts San Francisco Bay Area Council at their 30th Annual Gala. He has also received the Silver Beaver award by the Boy Scouts of America for his many years of distinguished service to the organization. As a specialist in income tax, Alan frequently lectures about tax and financial issues for professional organizations and community groups.

Founding Partner Morey Greenstein, CPA Morey Greenstein, CPA
Founding Partner

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.

Alan Olsen, CPA 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.

Steve offers his clients a unique perspective for someone with a tax emphasis thanks to his previous experience as a CFO. Prior to joining the firm, Steve acted as interim CFO for numerous high technology firms and advisor for a variety of manufacturing, wholesale and distribution companies. During this time he successfully helped these companies raise more than $25 million in seed and venture capital.

Currently, Steve is associated with several organizations aimed at helping others achieve success in life. He serves on the board of Bizworld.org, an education non-profit that inspires kids to become entrepreneurs and business leaders. He’s also on the Leadership Council of the American Diabetes Association, which is committed to preventing and curing diabetes and helping improve the lives of anyone affected by this disease. Steve is also associated with the San Francisco Jewish Vocation Services (JVS), which transforms lives by helping people build real skills and find jobs in order to achieve self-sufficiency.

Steve’s previous experience also includes his time as V.P. of Finance for Callixa, an enterprise-based data integration software provider where he was responsible for all corporate finance and accounting issues and controller of a large billboard company.

Steve holds a B.S. degree in Business from U.C. Berkeley and a Masters degree in taxation from Golden Gate University.

Hal Friedman, JD 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 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 taught classes in the past 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.

Partner Beth Rasler, 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.

Charles Roberts, CIPP/G Charles Roberts, CIPP/G
Merger and Acquisitions Director

As Merger and Acquisitions Director for Greenstein Rogoff & Co. LLP, Chuck’s primary focus is to find exceptional CPA firms interested in merging their practice with GROCO’s. Most recently, a $1.2 million dollar firm in the San Francisco East Bay. He also works closely with the firm’s Managing Partner Alan L. Olsen, on the firms PR and marketing initiatives. GROCO was recently acknowledged as one of the top 25 best managed CPA firms in the nation by “Inside Public Accounting Magazine”, a top 50 fastest growing company by the Silicon Valley/San Jose Journal and a top 100 fastest growing company by the San Francisco Business Times. GROCO has also been recognized by two separate organizations as a “Best Place to Work”, locally by the San Francisco Business Times and nationally by “Accounting Today” magazine. A serial entrepreneur since he was 16 years old, Chuck has started multiple successful companies and has helped others to do the same. One start-up went from inception to being sold to a fortune five hundred company in approximately 18 months. Chuck founded, built and sold Prime Credit Reports Inc. in Fremont, CA. and Hato Rey, Puerto Rico. He was Sr. VP of new products for First American Financial/CREDCO; a fortune 500 company headquartered in San Diego, CA (NYSE: FAF), now First Advantage (NASDAQ: FADV). As the second full-time employee and principal, he 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.

Rose Lu Chen, CPA Rose Lu Chen, CPA MBA

Coming Soon...