About Edgefield Group
Edgefield Group offers high-impact consulting services at the intersection of generative AI/tech, digital transformation, and the accounting profession to solve Top 500 CPA firms' most pressing challenges.
Founded by Ellen Choi, a serial entrepreneur with a unique blend of Silicon Valley tech expertise, deep accounting insights, and extensive business management experience, we empower CPA firms, accounting tech startups, and investors to drive productivity improvements, boost profit margins, and accelerate revenue growth.
How We Can Help Your Team
Facing a challenge at the intersection of business transformation and technology not covered above? We thrive on partnering with innovative leadership teams to tackle their toughest problems.
Let’s explore how we can help drive meaningful solutions for your organization.
Let’s explore how we can help drive meaningful solutions for your organization.
Testimonials
Hear from leaders in our accounting profession that have worked with Ellen and our team for our expert guidance and high ROI outcomes.
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Ellen has made an immeasurable impact on Aiwyn. Her exceptional ability to quickly cut through the noise and tackle problems at their core, using first principles thinking, has helped drive the hyper-growth of our business.
Justin Adams
CEO, Aiwyn
Ellen is a powerhouse of innovation and strategy in our accounting profession. Her ability to drive meaningful technology change with deep understanding of firm operations has been invaluable to our Alliance firms. Ellen’s thought leadership in AI and innovation have helped our member firms better understand how technology could help their firms thrive.
Michael Horwitz
Executive Director, BDO Alliance USA at BDO USA LLP
I had the privilege of working with Ellen as a customer of Aiwyn. Her deep understanding of Aprio’s technology needs and her team’s ability to confiure solutions that seamlessly integrated with our operations were instrumental in improving our efficiency and client service.
Dan Mallory
Former CIO, Aprio | Fractional CIO
It has been a pleasure to get to know Ellen and watch her drive, insights, and thoughtfulness in making complex technology easy. With her latest accounting firm innovation and artificial intelligence efforts, your firm can benefit from her understanding of leveraging leading technology to solve real challenges for CPA firms. With her vision, practicality, and leadership skills, the digital transformation dream can become a reality for you, your firm, and your clients.
Randy Johnston
Executive Vice President, K2 Enterprises | CEO & Co-Founder NMGI
Ellen’s forward-thinking approach and deep expertise in AI and technology empowered us to seamlessly integrate solutions that transformed our operations. Her thought leadership and innovative use of AI are helping our accounting profession stay ahead of macro-trends.
Sean McLean
Fomer Dir of Tech, PP&Co. (acq. by Ascend) | Founder, LoHi Advisors
Ellen is a true innovator in the accounting tech world, pushing the envelope on how firms can embrace AI and other innovation. Her ability to blend cutting-edge technology with practical strategies is a game-changer for firms looking to stay ahead. Ellen’s vision for the future of accounting is exactly what our profession needs.
Jody Padar
The Radical CPA
Ellen’s dedication to not only improving firms through innovative tech solutions but also improving the well-being of accountants is inspiring. She understands that success is not just about greater productivity but about helping accountants lead thriving, balanced lives and being able to be their whole selves. Ellen’s passion for both professional and personal growth shines through in everything she does.
Randy Crabtree
Co-Founder, Tri-Merit Specialty Tax | Host, the Unique CPA Podcast
As a long-term CIO in our profession and Aiwyn’s customer, Ellen and her company’s impact on our firm was transformative. Her work at Aiwyn not only improved our operations but also set a new standard for how technology can drive growth and innovation in accounting firms.
Barry Brown
COO & CIO, MST
I have had the pleasure of working with Ellen Choi, co-founder of Aiwyn and a valued member of the BDO Alliance for three years. Ellen is a true visionary with an entrepreneurial spirit, evidenced by her impressive track record of founding four companies.
Her innovative approach and dedication to excellence are truly inspiring. Ellen's ability to foresee industry trends and drive transformative change is unmatched. She is not only a leader but a pioneer, consistently pushing the boundaries to create impactful solutions. It's an honor to collaborate with someone of her caliber.
Her innovative approach and dedication to excellence are truly inspiring. Ellen's ability to foresee industry trends and drive transformative change is unmatched. She is not only a leader but a pioneer, consistently pushing the boundaries to create impactful solutions. It's an honor to collaborate with someone of her caliber.
Brenda Sleeper
Director, BRN at BDO USA, LLP
From having worked with Ellen firsthand, I can say that she is one of the most long-term and strategic thinkers when it comes to understanding where the market is going and how to best position our product and company for success.
Levi Morehouse
CEO, Taxa
Ellen’s expertise and leadership were key inputs to the success of our technology transformation. As a co-founder of Aiwyn, she brought a deep understanding of both the product and our needs, ensuring seamless integration and delivering exceptional results.
Steve Perkins
CIO, HoganTaylor LLP | Founder, Invicta Advisors
Ellen’s leadership has been a driving force in making her company Aiwyn a world-class vendor in the BRN for accounting firms (winner of 2023 Innovation Award). Her ability to seamlessly blend innovation with practical, results-driven solutions has made a tangible impact on the firms we support. She guided her team to become a trusted resource, consistently delivering value through cutting-edge technology while addressing the real-world challenges firms face.
Tom Takasaki
Principal, BRN National Practice Director at BDO Alliance USA
Collaborating with Ellen has been transformative for our revenue growth. Her ability to bridge product innovation with market demands has not only accelerated our GTM but also resulted in our building stronger customer relationships.
Pat Morrell
Chief Revenue Officer, Aiwyn
Ellen’s acumen in AI and her deep understanding of how to apply it in practical, impactful ways sets her apart in the accounting tech space. I’ve admired her ability to foster collaboration within the tech vendor ecosystem, building bridges that drive innovation across the industry. Her strategic approach and leadership have been instrumental in advancing the role of AI in accounting.
Rafael Casas
Former Sage, Oracle Netsuite | AICPA Instructor | CalCPA Speaker
Ellen’s mastery of the accounting tech ecosystem, coupled with her deep understanding of how various vendors operate within it, sets her apart. She excels not only in driving innovation but also in shaping a highly successful go-to-market strategy for Aiwyn. Beyond Aiwyn, Ellen is widely recognized for her ability to collaborate with other tech startups, fostering partnerships that fuel growth and create meaningful synergies across the accounting profession.
Christi Whipple
Board Member, ITA (Information Technology Alliance)
Ellen's analytical prowess and creative application of AI are revolutionizing the accounting profession, one firm at a time. Her dedication to digital transformation is paving the way for innovative solutions and enhanced efficiency across the industry.
Frank Masotta
Regional Director at BDO USA, LLP
