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.

Grae Ginsberg

Staff Accountant

Grae manages all accounting functions across the business and is continuously seeking – and delivering – the smartest financial solutions to FinOp’s clients. He is native to Edmond, Oklahoma, and received both a Bachelor of Business in Accounting and in Finance at Harding University in Searcy, Arkansas. 

In 2020, Grae got married and moved to Colorado and has been a Staff Accountant at FinOp Group ever since. He ensures that all accounting functions including accounts payable and receivable, payroll, and billing are completed efficiently and ensures the accuracy of all internal records. Along with his accounting technical knowledge, Grae analyzes budgets and performs audits for accurate financial reporting in order to identify improvements and communicate opportunities that will support core business growth.

What I love about FinOp: When our new clients walk in the door, their financials are often in shambles. I love helping them to clean up their accounting books and, in the process, creating personal, long-lasting relationships. It’s rewarding to see our clients get out from under their books and be able to do what they do best – practicing law and winning in the courtroom.

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.

Louisa Reitz

Staff Accountant

Louisa is a native of Denver, Colorado, and joined the FinOp team a year ago, with four years of experience in bookkeeping management and full-cycle accounting. She received her Bachelor of Science in Accounting from Metropolitan State University of Denver and an Associate’s Degree from Colorado Mountain College in Ski and Snowboarding Business (AAS). This fall, Louisa will enter UNC Greely’s Monfort College of Business to achieve her goal of becoming a CPA. 

Alongside Grae, Louisa supports our clients by managing their books and financial records. She manages accounts payable, performs reconciliations, prepares distribution statements for settled cases, and helps new clients with getting their books in order before they can start their monthly services. 

In addition to helping FinOp clients, Louisa’s passions include skiing and horseback riding. 

What I love about FinOp: At FinOp, every client is unique and so are the challenges that they face. Being able to solve their financial stress is what makes our job dynamic and, for me, personally rewarding. Getting them back up and running is a great feeling.

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!