Greg Critchfield, CPA, CGMA
Founder/Owner
As the Founder of FinOp Group and one of the nation’s top legal growth experts, Greg partners with leading law firms across the country to support and transform their business and financial operations and deliver profitable, scalable growth into the future.
Alongside FinOp’s team of skilled CPAs, Greg leverages his decades of financial and operational expertise to guide clients to better business decision-making, proactive tax planning, and executive-level accounting management. He is deeply focused on helping his clients elevate their firm from a practice to a business so that they can get back to what they do best – practicing law. By fusing smart KPI dashboards with C-suite financial advisory, his clients can now make high-level decisions that can target profitable clients and services, bulletproof their budget, and improve cash flow and ROI.
In his former roles as a CFO and CEO, Greg advised top-tier law firms and professionals on financial operations, business strategy, and forecasting. He has also held previous roles as a Director of Finance and Financial Analyst at a premier accounting firm as well as a telecommunications company, specializing in providing timely, accurate, and actionable financial data to company management and owners.
Greg received his degree from California State University in Los Angeles, California, where he played 4 years of scholarship baseball, while at the same time earning a double major in Accounting and Computer Information Systems, as well as, a minor in Economics.
After becoming a CPA, he furthered his skills by earning the CGMA (Chartered Global Management Accountant) designation, which distinguishes accounting professionals with advanced proficiency in finance, operations, strategy, and management. He is a Founding Member of the Mass Torts Vendor Association (MTVA), a member of the American Institute of Certified Public Accountants (AICPA) as well as the Colorado Society of Certified Public Accountants (COCPA).
Greg lives in Denver, Colorado with his wife and three children. Together, they enjoy playing competitive sports, watching movies, and hitting the slopes. Most of their weekends are happily spent at a kid’s sporting event or acting performance.
What I love about FinOp: It’s been exciting and rewarding to grow FinOp into the company that it is today and to watch our clients’ businesses grow alongside us. Our team is able to effectively problem-solve and provide both expertise and value to our clients, their firms, and their staff – I couldn’t ask for anything better.
Harlo Hoffer
Operations Manager
Harlo brings over 15 years of management experience to the FinOp Group. With a Bachelor’s degree in Business Management from The University of North Texas, she leverages her education and experience managing teams and projects to drive FinOp’s business operations and growth. Harlo leads FinOp’s HR and administrative operations, including recruiting, interviewing, and hiring, and provides technical and project support to Greg and the team on a daily basis.
Establishing and maintaining client relationships are her focal points, and she has been a valuable, trusted asset to the team. Harlo is also responsible for building and scaling our sister company, Direct Docs, which provides medical records retrieval services for law firms and businesses across the country.
What I love about FinOp: Other than our fantastic CEO!, I enjoy being able to streamline our own business’s operations and build and expand our service offerings with DirectDocs, our medical records retrieval service. Knowing that we can relieve our clients’ stress and ease their worries is incredibly rewarding.
Desirae Roth, CPA
Accounting Manager
Desirae has over twelve years of experience in both the public and private sectors where she held diverse responsibilities, including roles as an audit staff member and Senior and Lead Senior Accountant. Prior to joining FinOp Group, she worked for a large regional public accounting firm in Denver as well as in the construction, personal finance, and recreation and entertainment industries.
Originally from Nebraska, Desirae originally joined FinOp Group in June 2015 as a part-time contractor and took on the role of full-time Accounting Manager in April 2018. She is an actively licensed Certified Public Accountant in the state of Colorado as well as a Quickbooks Certified ProAdvisor. She holds a Bachelor of Science degree in Accounting from Metropolitan State University of Denver and is a member of the Colorado Society of CPAs and the American Institute of Certified Public Accountants.
As FinOp’s Accounting Manager, Desirae guides clients through the onboarding process, manages their full-cycle accounting, trains and leads our staff accountants, and often represents FinOp at sales and marketing events.
What I love about FinOp: What makes FinOp Group unique is our distinctive ability to scale our financial services to small firms and solo practitioners. Law firms like these are able to save significantly by hiring us part-time, without needing to provide office space or business resources. As they grow, we grow, without the worry of having to find, hire, and train in-house accounting staff. It’s been a rewarding experience to see their success and celebrate them along the way!
Mike Konrad
Accounting Manager
Mike has a robust background in the legal industry with over 9 years of experience providing high level business management strategy, financial services, and operational support. He spent the last 3 years of his career as CEO/CFO of a growing Denver law firm, leading business growth initiatives, cost reduction management, process improvements, high level financial analysis, and leadership consultation.
Some of his experience as CEO/CFO in the legal industry includes:
- Creation and implementation of competitive lawyer/staff compensation plans and firm wide 401(K) program
- Benefit package research, analysis, and administration
- Lawyer/staff recruitment and retention programs
- Internal process improvements related to business operations and A/R & A/P
- Owner/Partner compensation analysis and consultation
- Financial analysis, business management, and leadership consultation
- Accounting, bookkeeping, and client trust account management
Prior to entering the legal industry, Mike spent 14 years in commercial finance, working for one of the largest regional banking institutions in the country. The majority of his background in finance is centered in credit risk management, complex financial analysis, portfolio review, and vendor management. In addition to his experience in risk management, he also spent a considerable amount of time working in operations management. He was responsible for complex documentation review, legal negotiation, and transaction funding. Nearly 9 years of Mike’s experience in commercial finance were in management positions leading teams of 4-6 individuals.
Mike is also an entrepreneur and co-founded a local lifestyle apparel business that was in operation for 9 years. His experience in the apparel industry provided in-depth knowledge of small business financial modeling, budget management, material procurement, manufacturing, and wholesale negotiation. Products from his business were successfully sold nationwide in the largest yoga studio chain in the country.
Mike is a native to Colorado where he graduated from the University of Colorado with a degree in Economics and minor in Business Administration. He is an avid yoga practitioner and has been leading yoga classes in the local Denver area for over 13 years.
Shaina Merritt
Staff Accountant
Shaina is a seasoned entrepreneur, business owner, and dedicated professional with a diverse background spanning education, entrepreneurship, and finance. As a dedicated business operator, she has cultivated expertise in digital marketing, customer relationship management, logistics, and record management.
Currently serving as a Staff Accountant at FinOp Group, Shaina plays a pivotal role in supporting clients by managing their books and financial records, overseeing accounts payable, and conducting reconciliations. Prior to her role at FinOp Group, she successfully founded and scaled a digital clothing business into a multi-million dollar retail goods platform, earning her recognition within the top 2% of the company in sales. Before venturing into entrepreneurship, Shaina dedicated nearly a decade to educating children in the Denver metro area.
A native of Colorado, Shaina holds a Master’s degree in Elementary Education and dual Bachelor’s degrees in Psychology and Elementary Education from the University of Colorado at Boulder.
