Selling to Top 500 CPA Firms

Sell more effectively to the Top 500 CPA firms
by refining your GTM motion and aligning your
messaging with their unique needs

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Are you...

- Aiming to optimize your go-to-market strategy and expand your footprint within the Top 500 CPA firms?
- A product marketing manager looking to better align your tech solutions with the specific pain points and workflows of large CPA firms?
- Struggling to break into the Top 500 and want guidance on navigating enterprise decision-making structures?
- A marketing executive trying to craft messaging that resonates with accounting leaders and drives engagement with your technology offering?
- Needing strategies to improve adoption and retention of your product within large accounting firms?
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If so, see below for how we can help.

Selling to Top 500 CPA Firms

Go-to-Market Strategy Optimization

We refine your GTM approach to target Top 500 CPA firms, aligning your strategy with their specific needs and decision-making processes.

Product Marketing Extension

We fine-tune your product’s value proposition to resonate with the unique challenges and priorities of Top 500 CPA firms, and help with secret shopping and content marketing to enable you to better frame your product and drive engagement.

Client Success and Retention Programs

We help build robust customer success and retention strategies to ensure long-term adoption, satisfaction, and growth within your Top 500 CPA firm clients.

Building an Accountant Channel Program

We help you build a strategic program leveraging accountants as channel partners, thoughtfully designing incentive structures to drive growth.

Strategic GTM Advisory

We provide ongoing expert guidance to help you navigate complex challenges of go-to-market motion for the Top 500 and accelerate your revenue growth.

(Your biggest problem)

We love partnering with innovative leaders and innovative firms. Please reach out if there's a problem in this area that we can help you with.

The Edgefield Edge

At Edgefield Group, we bring deep expertise in accounting tech integrations, led by Founder and CEO Ellen Choi. As the Co-Founder of Aiwyn, Ellen helped develop a leading platform focused on billing and collections automation for CPA firms, driving efficiency and digitization in critical financial operations.

This hands-on experience positions Edgefield Group to provide strategic insights and solutions that streamline your firm’s billing, collections, and overall operational processes, ensuring seamless integrations that accelerate growth and value post-merger.

How can we help? Let’s talk.

Book a Consult Call

Project Highlight:

Tech Roll-Out for PE Roll-Up Partner Firms

Challenge

As Aiwyn was preparing to emerge from stealth mode, the company needed a website and messaging that clearly articulated its product offering and market positioning. With limited time, the challenge was to create a compelling, cohesive narrative that differentiated Aiwyn while ensuring the product’s value proposition resonated with CPA firms.

Solution

Ellen and Pat, the CRO, led Aiwyn’s product positioning, messaging, and website development for its stealth launch, highlighting how the automated billing and collections solution addressed CPA firms’ pain points. Ellen ensured the website communicated the value proposition clearly, aligning messaging with sales goals to create a cohesive GTM strategy that positioned Aiwyn as a leader in accounting tech.

Result

Aiwyn’s launch from stealth was a success, with the website driving early client engagement and building a strong sales pipeline. Ellen’s collaboration with Pat ensured aligned product positioning and sales efforts, creating a cohesive GTM strategy that quickly positioned Aiwyn as a leader in accounting tech.

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

Tige Savage

Managing Partner, Revolution Ventures
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.

Elizabeth Kirchner

Director, Partnership
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.

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Pat Morrell

Chief Revenue Officer
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.

Christi Whipple

Board Member
ITA (Information Technology Alliance)

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 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

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.

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

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

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 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)

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

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

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.
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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

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.

Chris Furlong

CTO
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.

Chung-Man Tam

Chief Product Officer
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

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

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

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

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

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 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

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

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.