Our Philosophy
Innovation isn’t just about adopting new technology—it’s about transforming the way firms operate, grow, and deliver value. We believe successful AI and technology innovation requires a strategic, human-centered approach that blends vision with execution.
• Pragmatic Innovation: We bring real-world expertise and best practices from building technology and working with various firms in the accounting profession.
• Future-Focused, Action-Oriented: We help firms think ahead, but we also ensure strategy translates into tangible results.
• AI Enables, Not Replaces Accountants: We focus on integrating AI and innovation in a way that enhances not replaces your most valuable asset - your team.
• Pragmatic Innovation: We bring real-world expertise and best practices from building technology and working with various firms in the accounting profession.
• Future-Focused, Action-Oriented: We help firms think ahead, but we also ensure strategy translates into tangible results.
• AI Enables, Not Replaces Accountants: We focus on integrating AI and innovation in a way that enhances not replaces your most valuable asset - your team.
Are you...
An innovation leader who wants to accelerate firm progress with strategic thought partnership and real-world insights?
A firm looking to future-proof and develop a plan for AI-driven transformation?
Exploring the future of client experience, practice management automation, and new business models?
From innovation planning to future-casting, we help firms stay ahead and thrive.
Innovation & Strategy Offerings
Thought Partnership
For innovation leaders driving change—Chief Innovation Officers, Chief Transformation Officers, and sponsors of innovation initiatives— we support your leadership in acceleration and elevation of innovation within your firm.
Whether you need an external perspective, market intelligence, or a sounding board for bold ideas, we bring deep expertise and direct exposure to Silicon Valley’s latest technology advancements and practical know-how to turn vision into action.
Whether you need an external perspective, market intelligence, or a sounding board for bold ideas, we bring deep expertise and direct exposure to Silicon Valley’s latest technology advancements and practical know-how to turn vision into action.
Blue Ocean Projects
What does the future of your firm look like in an AI-driven world? Whether it’s reimagining client delivery with AI agents or tackling other game-changing questions, we help you futurecast and clarify your next move.
From high-level strategic foresight to hands-on project support, we plug into Blue Ocean initiatives in whatever way makes sense—driving, advising, or supporting projects that shape your firm’s long-term competitive advantage.
From high-level strategic foresight to hands-on project support, we plug into Blue Ocean initiatives in whatever way makes sense—driving, advising, or supporting projects that shape your firm’s long-term competitive advantage.
Product and Market Strategy for Non-CPA FIrms
Based on Ellen's experience founding and growing a leading technology company in the accounting space, we bring hands-on expertise in product development, technology strategy, and market positioning.
Whether you’re optimizing your GTM motion or crafting product positioning that resonates with accounting firms, we provide the insights and execution support to accelerate success.
Whether you’re optimizing your GTM motion or crafting product positioning that resonates with accounting firms, we provide the insights and execution support to accelerate success.
(Your biggest problem)
We love partnering with innovative leaders and innovative firms. Please reach out if there's a problem that we can help you with.
Project Highlight:
Onboarding Generative AI Tools to the Team
Accounting tech startup Aiwyn wanted to formulate a cohesive strategy for how to collaborate or compete with other AI tech vendors, aiming to uncover the greatest leverage from partnerships and shape their product framing and differentiation messaging.
Ellen, in her role as the COO of Aiwyn, conducted an in-depth analysis of the accounting tech ecosystem, mapping out Aiwyn’s position and providing clear next steps on how Aiwyn could differentiate their product and increase demand generation offering against collaborators and competitors.
This strategy was pivotal in informing Aiwyn’s business approach. Following this work, Aiwyn successfully raised over $15 million in venture capital funding, accelerating its market adoption and solidifying its position in the accounting vertical.
Testimonials
Hear from leaders in our accounting profession that have worked with Ellen and our team for our expert guidance and high ROI outcomes.
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
Taxa
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.
Tige Savage
Managing Partner, Revolution Ventures
Co-Founder, Revolution
Co-Founder, Revolution
Ellen has a deep understanding of the intricacies of the accounting ecosystem and knows how to strategically leverage it to create lasting value. Having reported directly to her, I can personally attest to her commitment to mentoring and helping her team grow, which has had a profound impact on my own development.
Her visionary thinking and guidance continuously push us to aim higher and deliver our best work, making her an inspiring leader to work with.
Her visionary thinking and guidance continuously push us to aim higher and deliver our best work, making her an inspiring leader to work with.
Elizabeth Kirchner
Director, Partnership
Aiwyn
Aiwyn
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
Aiwyn
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.
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)
ITA (Information Technology Alliance)
.png)
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
Aiwyn
Ellen is a powerhouse of innovation and strategy in our accounting profession. Her ability to drive meaningful technology change with a deep understanding of firm operations has been invaluable to our Alliance firms. Ellen’s thought leadership in AI and innovation has helped our member firms better understand how technology could help their firms thrive.
Michael Horwitz
Executive Director, BDO Alliance USA
BDO USA LLP
BDO USA LLP
Ellen is one of the most forward-thinking leaders I’ve encountered in the accounting profession. Her deep understanding of technology and market dynamics, especially in the context of private equity, makes her an invaluable partner in driving firm growth and transformation. Ellen’s strategic insight and execution skills have positioned her as a trusted advisor, guiding firms through change and creating sustainable value in an industry undergoing rapid evolution.
Allan Koltin
CEO
Koltin Consulting Group, Inc.
Koltin Consulting Group, Inc.
I've been continually impressed by Ellen's vision, strategic acumen, and relentless drive to deliver results. She combines a deep understanding of the market with a hands-on approach, ensuring Aiwyn remains at the forefront of innovation in the accounting tech space. Ellen’s dedication to both operational excellence and customer success has played a key role in increasing Aiwyn's enterprise value.
Jeremy Levine
Partner
Bessemer Venture Partners
Bessemer Venture Partners
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 configure solutions that seamlessly integrated with our operations were instrumental in improving our efficiency and client service.
Dan Mallory
Former CIO, Aprio
Fractional CIO
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.
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 impact on our profession is significant. Her innovative thinking and expertise in technology, especially generative AI, is sparking new conversations and inspiring meaningful progress across the industry. Ellen’s commitment to equipping firms with the right tools and knowledge directly supports the priorities of ITA members, and her influence is helping shape a more advanced, future-ready profession.
Geni Whitehouse
President
Information Technology Alliance (ITA)
Information Technology Alliance (ITA)
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
Ex-Director of Tech, PP&Co. (Ascend firm)
Founder, LoHi Advisors
Founder, LoHi Advisors
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 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
Founder
The Radical CPA
The Radical CPA
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
BDO USA, LLP
BDO USA, LLP
Ellen has an innate ability to see through the smoke and chart the perfect path forward. What makes her truly special is how she pairs this vision with the ability to bring others along - she doesn't just see the way, she can articulate exactly why it's right.
When you combine that natural leadership with her deep knowledge of generative AI and emerging tech, plus her authentic way of connecting with people, you get magic. The results speak volumes - she's consistently pushed the boundaries of what's possible at Aiwyn, propelling us forward into new frontiers.
When you combine that natural leadership with her deep knowledge of generative AI and emerging tech, plus her authentic way of connecting with people, you get magic. The results speak volumes - she's consistently pushed the boundaries of what's possible at Aiwyn, propelling us forward into new frontiers.
Chris Furlong
CTO
Aiwyn
Aiwyn
Having worked with Ellen at both Google and Booyah [a Series B Silicon Valley Startup], I’ve seen her superpower firsthand: an extraordinary ability to seamlessly bridge tech, product, and operations, running each at a world-class level.
At Aiwyn, I saw her solve real problems that accountants face with connected cutting-edge, delivering massive impact. Ellen effortlessly flexes from executive-level strategy to the smallest details of execution.
At Aiwyn, I saw her solve real problems that accountants face with connected cutting-edge, delivering massive impact. Ellen effortlessly flexes from executive-level strategy to the smallest details of execution.
Chung-Man Tam
Chief Product Officer
Coalition
Coalition
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
BDO Alliance USA
BDO Alliance USA
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
BDO USA, LLP
BDO USA, LLP
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
MST
Ellen has an incredible ability to build lasting relationships with our customers, fostering trust and collaboration every step of the way. Her attention to detail and strong project management skills ensure that our implementations are seamless and successful. I’ve seen firsthand how her dedication to both customer success and operational excellence has been key to our growth and reputation in the industry.
Tanner Fritz
Chief Customer Officer
Aiwyn
Aiwyn
Ellen’s operational execution and project management skills are second to none. She is always focused on leveling up our processes, ensuring that every detail is meticulously planned and executed. Ellen’s drive for excellence pushes the entire team to deliver on time and exceed expectations.
Alex Kenis
Sr. Director of Implementation
Aiwyn
Aiwyn
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
Founder, Invicta Advisors
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
Host, the Unique CPA Podcast
Ellen’s forward-thinking mindset fits right in with CalCPA’s mission to empower CPAs and push our profession forward. She’s a natural educator, and her expertise in generative AI and emerging tech has been instrumental in paving the way for what’s next. Her passion for elevating the accounting field is evident, and she’s focused on providing firms with the latest tools and the know-how to succeed in an ever-evolving digital world.
Denise Froemming
CEO
CalCPA
CalCPA
Ellen brought her data science and engineering background to Google’s finance team, where she used her technical acumen and innovative thinking to proactively implement automation solutions that saved our finance team countless hours, streamlining processes and transforming the way we worked.
Ellen’s ability to quickly adopt new technologies and apply them strategically set a new standard for efficiency.
Ellen’s ability to quickly adopt new technologies and apply them strategically set a new standard for efficiency.
Stacy Brown-Philpot
Fortune 100 Director, Advisor,
Ex-Google Exec, Investor
Ex-Google Exec, Investor
