Ellen Choi

Ellen Choi is a serial entrepreneur and business leader with a passion for driving innovation and transformation in professional services and beyond. With a career spanning tech giants, startups, and her own ventures, Ellen has consistently focused on building and helping to implement cutting-edge technology solutions that empower teams, streamline operations, and unlock new growth opportunities.

Experience

Ellen co-founded Aiwyn, a leading technology company helping accounting firms streamline practice management through advanced automation and AI-driven insights. As Chief Product Officer then Chief Operating Officer, Ellen played a pivotal role in scaling the company to 100 employees, raising over $100 million in venture capital, and earning prestigious industry accolades such as the Forbes 100 Rising Stars, the Boomer Visionary Award, and AccountingToday’s Top New Product Award. Her ability to combine a deep understanding of back office workflows with a strategic approach to product development positioned Aiwyn as a transformative force in the industry.

Ellen began her career at Google, where she automated finance processes and optimized business performance. Her experience with outdated back-office software sparked her passion for creating delightful, secure, and frictionless operational tools.

She went on to become a product management leader at Booyah, a Series B startup funded by Accel and Kleiner Perkins, where she built cutting-edge mobile games that captivated millions of users. Her work in this fast-paced environment honed her ability to deliver innovative, high-impact products at scale, combining technical expertise with creative vision.

Ellen later founded and successfully sold LarkApps, a B2B SaaS HR technology startup, before venturing into the accounting technology space.

Background

Ellen is a Stanford Engineering alumna and holds an MBA from Harvard Business School. She is a frequent speaker at industry conferences, where she shares her insights on AI, digital transformation, and the future of professional services.

Ellen’s consulting philosophy emphasizes the integration of technology with effective change management practices to deliver measurable and sustainable results. She is passionate about demystifying AI, mentoring leaders, advancing innovation, and shaping the future of professional services.

Based in San Francisco, Ellen enjoys exploring the intersection of technology, strategy, and business transformation while collaborating with industry leaders to drive meaningful change in the accounting profession and beyond.