A new wave of accountants.

Tenth Avenue Group goes beyond technical expertise to help you achieve your business objectives. We were founded by an entrepreneur, and designed for entrepreneurs, with the goal to provide more value than a typical CPA. Business owners face countless financial and operational challenges that fall beyond their reach. It’s important to have support to navigate these waters.

We are here to help.

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Our Approach

As advocates for our clients, Tenth Avenue Group prides itself on understanding each client and their specific needs. Fully cloud-based, we provide business owners with a strategic partner to help execute their objectives.

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We listen, learn, and take time to understand each client’s needs.

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We find better ways to do things. We implement new technologies, streamline processes, and create efficiencies.



We empower our clients. We provide them with the information and knowledge needed to unlock actionable insights.

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We take pride in growing with our clients. We deliver the resources and support they need to scale and grow their businesses.


  • Ryan Herbert portrait

    Ryan Herbert

    Founder and CEO

    CPA, entrepreneur, & commercial real estate expert.

    Ryan is the firm’s co-founder and CEO. He started Tenth Avenue Group with the idea that CEOs and entrepreneurs could better utilize their time by outsourcing their accounting functions. Additionally, they could be better serviced by working with a strategic partner who can provide more value across the accounting, tax, and finance spectrum. Prior to Tenth Avenue Group, Ryan was the COO of Thorofare Capital, a firm he helped launch and is now a nationally recognized commercial real estate lending platform. In 2019, he was nominated by RSM for the Los Angeles Business Journal’s CFO of the year award. Ryan went to Loyola High School and graduated from USC with a BS in accounting. He lives in Pacific Palisades with his wife, son, and dog.

  • Lisa Sergi

    Lisa Sergi

    Business Advisor

    Complex transactions & operations.

    Lisa Sergi provides tax and business advice relating to complex business transactions and business operations, including partnership formation and restructuring, mergers and acquisitions, real estate transactions, REIT formation, and the RTO and IPO process. She has more than 30 years of experience in business and tax consulting.

    In her most recent role, she served as General Counsel and acting CEO of PAX Labs, where she advised the company on a potential go public transaction and on general tax, business, and regulatory issues. Prior to PAX LD served as General Counsel and a Board Member of MedMen, where she led the legal team, helped take the company public on the Canadian Stock Exchange in 2018, and negotiated M&A agreements. Prior to MedMen, Ms. Trager was a partner at global consulting firms Deloitte and Rothstein Kass, and practiced law at O’Melveny & Myers, an international law firm. She is a legal expert in the investment management field and holds a Juris Doctorate from UCLA School of Law.

  • Kelly Lauer

    Kelly Lauer


    Client relations & training.

    Kelly brings a passion for learning and working with others to the Tenth Avenue Group team. She supports clients by providing accounting, bookkeeping, payroll and administrative services. Prior to Tenth Avenue Group, Kelly was a teacher for eight years. She left teaching to start a family and is now embracing her new role as a working mom. Kelly grew up in Glendale, CA and attended Flintridge Sacred Heart Academy. She graduated from the University of Colorado Boulder with a double major in Psychology and Education and also holds a Masters in Psychology from CU Denver.

    Kelly resides in Denver with her husband and two daughters. She loves running, reading, traveling and coming back to Southern California to see her friends and family and spend time at her favorite place, Catalina Island.

What We Do

We partner with you to manage your accounting, tax, and finance operations.

Accounting for You

Our Clients

We value connecting with our clients, supporting their growth, and customizing their service to exceed their expectations.

Deep Industry Expertise