30 years. Every side of the desk. One mission: your clarity.

Alison Reiff-Martin has been a staff accountant, a controller, a CFO, and a business owner. She knows what it's like to make payroll — and what it's like to wonder if the numbers are right.

Credentials That Mean Something

Not alphabet soup. Each one represents a standard we hold ourselves to.

CPA

Texas License C09577 — Current, verified by Texas State Board of Public Accountancy. Expires 11/30/2026.

CEPA

Certified Exit Planning Advisor — Exit Planning Institute. One of few Dallas CPAs integrating exit strategy into tax & advisory.

QBO ProAdvisor

QuickBooks Online Advanced Certified. We don't just use the software — we're certified to optimize it for you.

AICPA / TSCPA / DSCPA

Active member in good standing. We follow the profession's highest ethical and quality standards.

Education & Background

BS Management — Indiana University

Business-first foundation. Understanding operations, not just debits and credits.

MS Accounting / Information Systems — University of Kansas

Technical depth + systems thinking. The bridge between raw data and decision-ready insight.

Career Arc (The Short Version)

Early career: Staff accountant → Senior → Manager at regional firms. Learned the rules.
Mid career: Controller → CFO at private companies. Learned the pressure of making payroll, managing cash, answering to owners.
Entrepreneur: Founded and ran own businesses. Learned what it feels like when the numbers are wrong — and when they're right.
2016 — Present: Founded Reiff Martin CPA in Dallas. Built the firm she wished she'd had as a business owner: proactive, fixed-fee, owner-to-owner empathy.

How We Think

Clarity > Complexity

If you can't explain it in plain English, we haven't done our job. No jargon hiding. No "trust me, it's complicated." Your numbers should make sense to YOU.

Proactive > Reactive

The tax code rewards planning, not panic. Our Quarterly Profit & Tax Cadence™ means you decide in March what affects April. Never the other way around.

Relationship > Transaction

98% of our business is referrals. We don't churn clients. We build long-term partnerships where we know your business, your family, your goals — and we're in your corner for the long haul.

Alison Reiff-Martin

Founder & CEO

CPACEPA

After 30 years of sitting on every side of the desk — staff accountant, controller, CFO, entrepreneur — I started Reiff Martin CPA because small business owners deserve the same financial clarity that large corporations take for granted. Your numbers tell a story. My job is to help you read it, trust it, and use it to grow.

Penny McCarthy

Senior Bookkeeper

22+ Years Experience

Accurate, timely bookkeeping isn't just data entry — it's the foundation of every good decision. I've spent 22 years making sure the numbers are clean, reconciled, and ready when you (or your CPA) need them. Cloud-based, organized, and always on schedule.

Georgia Bond

Administrative Assistant

Texas A&M GraduateFuture SMU Law

I keep the firm running smoothly so Alison and Penny can focus on clients. Recent Texas A&M grad headed to SMU Law — I bring fresh energy and meticulous organization to every client interaction.

Want to work with people who get it?

Book a free 30-minute tax-savings review. No pressure. No jargon. Just a clear picture of where you stand and what's possible.

Get a free tax-savings review

Or call us directly

We answer during business hours. If we miss you, we'll call back same day.

(214) 707-1776