ABOUT GROW CPA
Two CPAs. One firm. Built the way we wished one existed.
We started Grow CPA in 2019 because the small business owners around us deserved better than a once-a-year tax return and a vague answer to every question. That’s still the whole point.
HOW WE GOT HERE
We launched the firm we wished existed, just before COVID hit.
Before Grow CPA, we had both spent years working inside the accounting profession, one in the corporate world and one in traditional accounting firms. Different sides of the same problem. Year end tax returns landing in February. Phones ringing through April. Business owners hearing from their accountant once a year, if that. Clients treated like files, not people.
We started Grow CPA in March 2019 because we kept seeing the same gap. Small business owners were stuck between a once-a-year tax return that arrived too late to be useful, and the cost of hiring someone in-house that didn’t make sense at their size. We thought there had to be something in between. Someone who walked alongside the business, kept the books and filings current, picked up the phone, and did all of it without a shoebox of receipts changing hands. A firm that lived entirely online, where the information actually lived.
That was the idea. The world looked different when we started. The pandemic hadn’t happened yet, and most accounting firms still ran on paper, on dropped-off files, on tax-season scrambles. Today the model we built has a name, a system, and a deliberately limited number of clients. We work on a monthly cadence. We answer questions in real conversations. We handle the whole picture, bookkeeping right through to tax, so the people running the business can get back to running the business.
THE PARTNERS
The two CPAs you’ll actually be working with.
Not a team of trainees. Not a name on a letterhead. The two of us, doing the work.
“I’m in this work because it fits the way I’m wired. It gives me a sense of purpose, balance, and connection to the community I call home.”
Martina Morton, CPA, Partner
Martina is a Chartered Professional Accountant. She lives in Huntsville with her family. In her own words:
“I love the balance this business has brought to my life. I’m not an all-or-nothing type of person, and when I worked in the corporate world it felt like I had to give work everything. This business lets me be a little bit of everything: a mother, a runner, and a business owner.
I like helping people, and numbers and problem-solving come naturally to me. Accounting has given me a way to bring those strengths together to help business owners understand their finances, work through challenges and feel more confident in the day-to-day decisions they make.
When we work together, I want to get to know you. I want to understand what you’re working toward, what’s worrying you, and where you could use more support.
From there, I can put the right accounting systems in place for your business. I’ll keep your tax and compliance obligations on track, and when questions come up you’ll have someone to reach out to who knows you and your business.”
“I find real satisfaction in bringing order to chaos, seeing the bigger picture, and making sure the details are taken care of.”
Ashli Phippen, CPA, CA, Partner
Ashli is a Chartered Professional Accountant and a Chartered Accountant. She lives in Huntsville with her family. In her own words:
I've always enjoyed the variety of businesses and organizations I work with. My background in public accounting and senior financial leadership has given me extensive experience with both for-profit businesses and not-for-profit organizations. I enjoy the technical side of accounting, but find it most rewarding to understand the bigger picture and turn complex financial information into clear, practical advice.
I understand how much time and energy goes into running a business, especially with the demands of tax and compliance. I'm meticulous about the details and take pride in making sure nothing falls through the cracks. I also value understanding my clients and their goals so I can offer advice that considers the bigger picture.
Building Grow CPA has also given me something I value enormously: the flexibility to be present for my family and create a life that feels balanced and fulfilling. I want other business owners to experience that same freedom, whatever it looks like for them.
My goal is to take the complexity and worry out of the financial side of running a business, so my clients feel informed, supported, and confident in the decisions they're making.
OUR STANDARDS
What we stand for, in practice.
Every small firm runs on the standards it holds. Here are ours.
We make accounting and tax make sense to the person who owns the business.
We pick up the phone, because real human communication matters.
We send timely numbers, so you can make better decisions, not just file better returns.
We pay attention to the whole picture of profitability, not just revenue vanity metrics.
We work with a deliberately limited number of clients, because better service requires the capacity to give it.
THE APPROACH
Digital. Proactive. On a schedule that fits your business.
Grow CPA is a digital firm. We run paperless, work entirely in the cloud, and meet our clients online rather than in a boardroom. That model is intentional. It lets us serve small business owners across Ontario without geography being a barrier, and it lets us move faster than a firm running on paper.
Our work runs on a rhythm. Bookkeeping is reconciled monthly. Filings are prepared and submitted on time, every time. Taxes payable position is known long before year end. You get CPA access all year, not just at tax time, with regular financial walkthroughs we record and send over for you to watch on your schedule.
Built on QuickBooks Online
Every client we work with is set up inside QuickBooks Online. That isn’t a preference, it’s how we run the firm. QuickBooks Online gives our clients real-time visibility into their numbers between meetings, straightforward reports like profit and loss, expenses, and balance sheets, and a single source of truth that both of us can see and act on at the same time. We use it because it makes our clients’ financial information current, accessible, and useful for the decisions they’re actually making. As a Certified QuickBooks ProAdvisor firm, we set you up, run the file, and make sure the data behind every decision is clean.
WHAT’S DIFFERENT
What you get with us that you don’t get with most accounting firms.
Two CPAs working directly with you
You’ll work directly with Martina or Ashli. Your questions land with a Chartered Professional Accountant who knows your business, not a trainee or an account manager passing notes back.
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Most firms see their clients’ books once or twice a year. We see ours every month. Books reconciled monthly. Tax estimates throughout the year. The big decisions get made with current numbers, not last year’s.
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We are proud to be a female-owned firm. In a profession that still skews male, that’s a differentiator on its own. The way it shows up in the work is simple: clearer communication, more empathy when the numbers are hard, and a refusal to talk down to anyone.
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We’re intentionally selective about who we work with. Not because we’re exclusive, but because this work, done well, requires giving each client real attention. If we say yes to you, it means we have the capacity to show up the way we’ve promised. That’s a commitment we take seriously, and it’s part of why our clients tend to stay.
Hundreds
of Canadian small business owners supported across Ontario
250+
business owners helped to level up their bookkeeping systems
2019
the year we founded Grow CPA, with a different idea about accounting
2 CPAs
working with a deliberately limited number of clients
YOUR NEXT STEP
If you’d rather know than wonder.
Our intake form is the first step. We’ll learn about your business, walk you through how we work, and decide together whether monthly services are the right fit. No pressure, no hard sell, just a clear conversation between business owners.