Friedland + Associates

About Us

Founded in 2015 by Rachel Friedland, CPA, Friedland + Associates is a CPA firm focused on providing custom accounting and bookkeeping services to clients in the San Francisco Bay Area. Bucking the trend of outsourced (out-of-state and/or country) accounting, F+A specializes in local, personalized services. While leveraging the benefits of cloud computing, F+A recognizes that no one client is the same and customization, rather than uniformity, is a key benefit to providing superior services.


Rachel Friedland, CPA

Before receiving a Master’s Degree in Accounting in 2011, Rachel had more than 15 years of executive experience in a variety of industries including e-commerce, retail, manufacturing and non-profit.

Upon earning her Master’s, Rachel worked at public accounting firms, focusing on small business accounting and tax services.


Advanced Certified QuickBooks ProAdvisor


CPA at San Francisco based public accounting firms

MA in Accounting from San Francisco State.


BA in History from the University of Pennsylvania

Former positions at high-profile e-commerce company, WebVan, and CostPlus World Market


Board Volunteer. Serves as treasurer and auditor for local non-profits





Carla joined F + A as a bookkeeping associate in 2016. She has a background as a product manager, researcher and analyst in technology and media. She is enthusiastic about emerging technology that can streamline and improve back office processes. She has a special interest in small businesses that are developing new products and markets.


GINI Barton

Gini has been an associate with Friedland + Associates since its founding.  As a former health care analyst, Gini brings a passion for data analysis to her role at F + A.  By utilizing data and various reports from cloud based software, Gini works with our clients to analyze not only where the organization has been but how to plan for the future.


Liz Steppe, CPA

Liz began her accounting career in 2012 in regional accounting firms in San Francisco gaining experience in income tax services to individuals, business, and nonprofits. More recently, her work has specialized around 501(c)(3) organizations and private foundations including multi-state filing, UBIT analysis, and bookkeeping functions.  Outside of work, you can find her bike touring the country and writing poems. 

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