Three pillars. One firm. The highest standard of financial guidance — for individuals, families, and businesses across borders.
AAA — Triple-A Standard
CPA · CA · LLM Tax
Big 4 Pedigree
Borderless Expertise · Boutique Care
Bijal Desai · Founder
Simple from the start
How it works
Three steps from first conversation to financial clarity.
1
Book your free call
30 minutes with Bijal directly — no junior staff, no intake forms. Tell us where you are and where you want to be. Video, phone, or in-person.
2
Get your custom plan
Within a week, you'll receive a clear proposal — exactly what we recommend, what it covers, and what it costs. No surprises, no pressure.
3
We get to work
Onboarding takes less than an hour. We handle the complexity — you stay focused on what you do best. Direct access to Bijal throughout.
Pillar I
Create
Accuracy
Lay the strongest foundation. Structure your taxes, your business, and your books with precision from day one.
Tax Preparation & Planning
Business Formation & Advisory
Bookkeeping, Accounting & Payroll
→
Pillar II
Grow
Advocacy
Multiply your wealth intelligently. We fight for your financial interests — from retirement to raising millionaire children.
Financial Planning & Wealth
Retirement Planning
Raising Millionaire Kids
→
Pillar III
Protect
Integrity
Safeguard what you've built. Estate planning, IRS defense, and strategic planning to secure your legacy.
Estate & Legacy Planning
IRS Representation
Strategic Financial Planning
→
Accuracy
Our first commitment
Every number, every filing, every recommendation held to the highest standard of precision. In finance, a single decimal can change everything.
Advocacy
Our promise to you
We don't just advise — we advocate. We fight for your best financial outcome with the same force a great lawyer fights for their client.
Integrity
Our foundation
We say what is true, recommend what is right, and never let a fee drive a decision. Integrity is not a value we aspire to — it is the minimum standard.
The Power of Three
The triangle is the strongest structure in nature.
Three sides. Three pillars. One unshakeable foundation. At Artha Apex Advisory, Create · Grow · Protect form the geometry of every client engagement — anchored by Accuracy, Advocacy, and Integrity.
Raise your children to be millionaires.
Most parents save for college. We plan for generational wealth. Through custodial accounts, Roth IRAs for minors, 529s, and trust structures — we build a financial head start that compounds for decades.
Custodial investing — UTMA/UGMA accounts that build wealth from birth
Roth IRA for minors — tax-free compounding from their first job
529 college savings — maximize education, minimize tax
Trusts for children — protect and transfer on your terms
Financial literacy — teaching children to think like investors
AAA
Triple-A Standard
10+
Years · Big 4 Pedigree
Borderless
Expertise · Boutique Care
3
Pillars · One Firm
What Clients Say
Trusted across borders and generations
Client testimonials coming soon. Share your experience →
Home›About
The Founder
Bijal Desai
CPA · CA · LLM in Taxation · Big 4 Alumni · Founder, Artha Apex Advisory
After more than a decade at Big 4 firms — advising corporations, institutions, and high-net-worth individuals on some of the most complex tax situations in the world — I kept noticing the same gap.
The families and business owners who needed the most sophisticated advice were the ones being underserved. They were too complex for generic tax software, but too personal for the big firms that treated them like account numbers.
I started Artha Apex Advisory to close that gap. To bring the precision and depth of a global firm to clients who deserve to be known by name.
"Artha is a Sanskrit word that means wealth — but also purpose. I built this firm around the belief that the two are inseparable. Every financial decision we make together serves both."
— Bijal Desai, Founder
Who I work with
Bay Area professionals and families navigating complex financial lives. Business owners who need more than a once-a-year accountant. NRIs and expats managing money across borders. Parents who want to build generational wealth — not just save for college.
What they have in common: they want an advisor who understands the full picture, tells them the truth, and fights for their best outcome.
My background
I hold three credentials that together are exceptionally rare in one practitioner — CPA (US), CA (India), and LLM in Taxation. Each represents a different dimension of expertise: the CPA covers US tax law; the CA gives deep fluency in Indian tax and cross-border DTAA matters; the LLM brings legal-level precision to complex planning and IRS representation.
Before founding AAA, I spent over a decade in Big 4 practice — where I learned what world-class financial advisory looks like, and chose to make it personal.
Accuracy
Our first commitment
Every number held to the highest standard. In finance, a single decimal can change everything.
Advocacy
Our promise
We fight for your best outcome with the same force a great lawyer fights for their client.
Integrity
Our foundation
We say what is true and never let a fee drive a decision. The minimum standard, always.
Home›Create›Tax Preparation & Planning
Pillar I · Accuracy
Tax Preparation & Planning
Year-round strategy that goes far beyond filing. We minimize your liability across every life stage — for individuals, families, and businesses.
What's included
✦Federal and state individual returns — 1040 and all schedules
✦Multi-state filing for income across multiple states
✦Year-round tax planning — not just a once-a-year relationship
✦Quarterly estimated tax calculations to avoid underpayment penalties
✦RSU, ESPP, and stock option tax planning for tech professionals
✦Major life event planning — marriage, divorce, inheritance, property sale
✦Tax-loss harvesting and investment tax strategy coordination
Frequently asked questions
Do you only do taxes once a year?+
No — our most valuable work happens outside tax season. Year-round planning means we catch opportunities and problems before they show up as surprises on your return.
I have RSUs and stock options. Can you help?+
Yes — this is one of our specialties in the Bay Area. RSU vesting, ESPP dispositions, ISO vs NSO exercise timing, and the AMT trap are all areas we navigate for tech clients every day.
What if I have income in multiple states?+
We handle multi-state filings routinely — especially for clients who split time between California and other states, or have rental or business income across state lines.
What does the free consultation look like?+
A 30-minute call with Bijal directly — no junior staff. We review your situation, identify your biggest opportunities, and give you a clear picture of what working together looks like.
Starting from
$350
Individual federal + state return. Pricing varies by complexity. Exact quote after your free consultation — no surprises.
Book a free tax consultation
30 minutes with Bijal. We'll identify your biggest tax savings before we look at a single form.
Also under Create
Business Formation & Advisory
Bookkeeping, Accounting & Payroll
Related
IRS Representation
Cross-Border & International Tax
Home›Create›Business Formation & Advisory
Pillar I · Accuracy
Business Formation & Advisory
The entity you choose is your most important tax decision. We get it right from day one — and stay with you as your business evolves.
What's included
✦Entity selection analysis — LLC, S-Corp, C-Corp, sole proprietor, partnership
✦Business formation filing — Articles of Incorporation, operating agreements
✦S-Corp election timing and payroll setup for optimal tax savings
✦EIN registration and state tax registrations
✦Ongoing CFO-level advisory — monthly or quarterly check-ins
✦Business plan review and financial projections
✦Multi-owner structures — partnership agreements and buy-sell provisions
Frequently asked questions
Should I be an LLC or S-Corp?+
Once net profit consistently exceeds ~$50K/year, an S-Corp election typically saves significant self-employment tax. We model this specifically for your numbers before recommending anything.
I already have a business. Can you help me restructure?+
Absolutely. Many business owners come to us after years in the wrong structure, paying more tax than necessary. We review your setup and model the cost and savings of restructuring.
Do you work with startups raising investment?+
Yes — including Delaware C-Corp setups preferred by VCs, founder stock structuring, 83(b) elections, and cap table tax implications. We advise founders from pre-seed through exit.
Starting from
$500
Entity formation package including analysis, filing, and EIN. Ongoing advisory priced separately. Exact quote after consultation.
Start your business right
30 minutes to identify the right structure and walk you through exactly what to do next.
Also under Create
Tax Preparation & Planning
Bookkeeping, Accounting & Payroll
Home›Create›Bookkeeping, Accounting & Payroll
Pillar I · Accuracy
Bookkeeping, Accounting & Payroll
Clean books are the foundation of every smart business decision — and every number your lender, investor, or buyer will scrutinize.
What's included
✦Monthly bookkeeping — categorization, reconciliation, and review
✦QuickBooks Online setup, cleanup, and ongoing management
✦Full-service payroll — W-2 employees and 1099 contractors
✦Payroll tax filings — 941, 940, DE-9, and state registrations
✦Annual books cleanup for tax preparation
Frequently asked questions
My books are a mess. Can you fix them?+
Yes — books cleanup is one of the most common requests from new clients. We reconstruct your records, reconcile accounts, and get you to a clean baseline before starting monthly service.
Do you use QuickBooks?+
Yes — QuickBooks Online is our primary platform. We also work with Xero and connect to most bank feeds, payment processors, and e-commerce platforms for automated transaction import.
Can you handle payroll for my employees?+
Yes — full-service payroll including direct deposit, tax withholding and remittance, W-2s at year-end, and 1099s for contractors. California payroll compliance included.
Starting from
$250 / mo
Monthly bookkeeping for small businesses. Payroll and cleanup priced separately based on volume. Exact quote after consultation.
Get your books in order
Whether starting fresh or cleaning up — Bijal will give you a clear picture of what's needed and what it costs.
Also under Create
Tax Preparation & Planning
Business Formation & Advisory
Home›Grow›Financial Planning & Wealth Management
Pillar II · Advocacy
Financial Planning & Wealth Management
A comprehensive plan connecting your tax strategy, investments, insurance, and goals — so every financial decision works together.
What's included
✦Comprehensive net-worth analysis and financial goal mapping
Most advisors focus on investments alone. Because Bijal is also a CPA, your investment strategy is built with your tax situation in mind — they work together, not in separate silos.
Do I need a lot of money to work with you?+
No — we work with clients at every stage. Our most valuable engagements are often with people in their 30s and 40s who want to build wealth the right way from the beginning.
Can you review my current financial advisor's work?+
Yes — we offer portfolio and fee reviews. Many clients come after realizing they're paying high fees for generic advice. We give you an objective second opinion.
Starting from
$750
Comprehensive financial plan engagement. Ongoing advisory retainers available. Exact scope and pricing after your free consultation.
Build a plan that works
Bijal will map your complete financial picture and show you where the biggest opportunities are.
Also under Grow
Retirement Planning
Raising Millionaire Kids
Home›Grow›Retirement Planning
Pillar II · Advocacy
Retirement Planning
Retirement isn't a date — it's a number. We build the plan that gets you there with confidence, and keeps you there with tax efficiency.
What's included
✦401(k), IRA, Roth IRA, and SEP-IRA optimisation
✦Roth conversion strategy — when, how much, and at what tax cost
✦Retirement income projection modelling across multiple scenarios
✦Self-employed retirement — Solo 401(k), SEP-IRA, SIMPLE IRA
✦Cross-border retirement — foreign pension treatment for NRI clients
Frequently asked questions
Should I do a Roth conversion?+
It depends on your current vs expected future tax rate, Medicare premiums, Social Security taxation, and estate goals. We model this specifically — not with a generic rule of thumb.
I have a 401(k) from a previous employer. What should I do?+
We'll review your options — leave it, roll to your new employer's plan, or roll to an IRA — and walk you through the tax implications of each, including backdoor Roth opportunities.
I'm self-employed. What's the best retirement account?+
A Solo 401(k) typically allows the highest contribution limits — up to $69,000 in 2024 combined. We help you set it up and maximise it alongside your tax strategy.
Starting from
$500
Retirement planning engagement including projection modelling and strategy. Ongoing retainer available. Exact scope after consultation.
Plan your retirement with confidence
We'll run the numbers for your exact situation and show you clearly where you stand.
Also under Grow
Financial Planning & Wealth
Raising Millionaire Kids
Home›Grow›Raising Millionaire Kids
✦ Signature Service
Raising Millionaire Kids
The greatest financial gift you can give your children isn't money — it's a compounding head start. We build the plan that turns today's small decisions into generational wealth.
What's included
✦Custodial accounts — UTMA/UGMA setup and investment strategy
✦Roth IRA for minors — open as soon as your child has earned income
✦529 college savings — maximise education, avoid over-funding
✦Children's trusts — protect, control, and transfer on your terms
✦Kiddie tax planning — minimise tax on a child's investment income
✦Multi-generational wealth transfer integrated with estate plan
Frequently asked questions
When should I start?+
The day they're born — or today. A UTMA account opened at birth, invested in a broad index fund, can compound to $500K+ by retirement with no further contributions. Time is the most valuable asset in this plan.
Can my child have a Roth IRA?+
Yes — as long as they have earned income. A Roth IRA opened at 16 and contributed to through their 20s can be worth millions by retirement, completely tax-free.
What if my child doesn't go to college — what happens to the 529?+
529s can be transferred to another family member, used for trade school, or — since 2024 — rolled into a Roth IRA for the beneficiary (up to $35,000 lifetime). We plan for all scenarios.
Is this only for wealthy families?+
Not at all. A $100/month UTMA started at birth is a more powerful gift than a large lump sum given at 25. The plan works best when started early, at any amount.
Starting from
$400
Personalised roadmap for your children's financial future — account setup guidance and multi-year strategy. Exact scope after consultation.
Start the plan for your children
Bijal will build a personalised roadmap based on your children's ages and your financial situation.
Pairs well with
Estate & Legacy Planning
Retirement Planning
Home›Protect›Estate & Legacy Planning
Pillar III · Integrity
Estate & Legacy Planning
Your legacy is your final financial statement. Protect what you've built and control how it transfers — with minimal tax cost.
What's included
✦Living trusts — revocable and irrevocable planning and review
✦Estate and gift tax planning — federal and California strategies
✦Beneficiary designation review — IRA, 401(k), life insurance, accounts
✦Step-up in basis planning for appreciated assets
✦Generation-skipping transfer (GST) planning
✦Business succession planning
✦Cross-border estate issues for NRI and international clients
Frequently asked questions
Do I need an estate plan if I'm not wealthy?+
Yes. Estate planning is about making sure what you have goes where you want it to, without court involvement or family conflict. A basic living trust is valuable for almost everyone in California.
What's the difference between a will and a living trust?+
A will goes through probate — a public, court-supervised process that can take months and cost thousands. A living trust transfers assets directly to beneficiaries, privately and immediately. For California residents, a trust is almost always the better choice.
I have family in India. How does that affect my estate?+
Cross-border estates have significant complexity — FEMA, foreign gift reporting, US estate tax on worldwide assets, and Indian inheritance laws. As both a CA and CPA, Bijal handles both sides.
Starting from
$600
Estate planning review and strategy. Trust drafting involves a coordinating attorney — we provide the tax and financial strategy and guidance throughout.
Protect your legacy
30 minutes to review your current situation and identify what needs to be in place to protect your family.
Also under Protect
IRS Representation
Strategic Financial Planning
Home›Protect›IRS Representation
Pillar III · Integrity
IRS Representation
When the IRS comes knocking, you want a CPA with an LLM in Tax at the door. We defend your interests with precision and authority.
What's included
✦Audit representation — correspondence, office, and field audits
✦IRS notice response — CP2000, CP2501, and other automated notices
✦Back tax resolution — unfiled returns and prior year balances
✦Installment agreements — setting up manageable payment plans
✦Offer in Compromise — settling tax debt for less than the full amount
✦Currently Not Collectible (CNC) status applications
✦Penalty abatement — first-time abatement and reasonable cause
✦California FTB and EDD representation
Frequently asked questions
I received an IRS notice. What should I do first?+
Don't ignore it and don't panic. Most notices are automated discrepancies that can be resolved with a response letter. Call us before you respond to anything.
Can you negotiate my tax debt down?+
In some cases, yes — through an Offer in Compromise. The IRS accepts OICs when the amount offered is more than they could reasonably collect. We evaluate your eligibility honestly before recommending this route.
I haven't filed taxes in several years. What do I do?+
Coming in voluntarily is always better than waiting for the IRS to act. We handle multi-year catch-up filings and negotiate any resulting balances.
Consultation
Free · 30 min
IRS matters are priced based on complexity and scope. We give you a clear, honest estimate after reviewing your notice — no commitment required.
Facing an IRS issue?
Don't face it alone. Bijal will review your notice and give you an honest picture of your options — free.
Related
Tax Preparation & Planning
Strategic Financial Planning
Home›Protect›Strategic Financial Planning
Pillar III · Integrity
Strategic Financial Planning
The big picture, finally in one place. Tax, investments, insurance, and estate goals — all working together.
What's included
✦Comprehensive financial plan — all pillars reviewed together
✦Tax-efficient investing — portfolio aligned with your tax return
✦Insurance review — life, disability, umbrella, long-term care
✦Annual financial health review and recalibration
✦Major decision support — home purchase, business sale, inheritance
✦Coordination with your attorney and financial advisor
Frequently asked questions
How is this different from just doing my taxes?+
Tax preparation looks backward — it records what happened. Strategic planning looks forward — it shapes what will happen. We use your tax situation as the input for a proactive, multi-year plan.
How often do we meet?+
Most strategic planning clients meet quarterly — tax planning, mid-year check-in, year-end strategy, and annual plan review. Plus additional calls for major decisions.
Starting from
$1,200 / yr
Annual strategic planning retainer including quarterly meetings and on-call access to Bijal throughout the year. Exact scope after consultation.
Get the full picture
Bijal will map your complete financial situation and show you where the biggest opportunities are hiding.
Also under Protect
Estate & Legacy Planning
IRS Representation
Home›Create
Pillar I · Accuracy
Create
Lay the strongest foundation. Every structure you create today becomes the platform your wealth grows from tomorrow.
Tax · from $350
Tax Preparation & Planning
Year-round strategy and filing for individuals, families, and businesses.
Learn more →
Business · from $500
Business Formation & Advisory
Entity selection, formation, and ongoing CFO-level advisory.
Learn more →
Accounting · from $250/mo
Bookkeeping, Accounting & Payroll
Monthly books, financial statements, and full payroll processing.
Learn more →
Home›Grow
Pillar II · Advocacy
Grow
Wealth doesn't grow by accident — it grows by design and advocacy. We fight for every dollar of your financial future.
Wealth · from $750
Financial Planning & Wealth Management
Holistic plans connecting tax, investments, insurance, and goals.
Learn more →
Retirement · from $500
Retirement Planning
401(k), IRA, Roth conversions, and the plan that gets you there.
Learn more →
✦ Signature · from $400
Raising Millionaire Kids
UTMA, Roth IRA for minors, 529s, trusts — a compounding head start.
Learn more →
Home›Protect
Pillar III · Integrity
Protect
What you've created and grown must be protected. From the IRS to the next generation — we defend your wealth and your legacy.
Legacy · from $600
Estate & Legacy Planning
Trusts, gift tax, beneficiary review, and generational wealth transfer.
Learn more →
Defense · free consult
IRS Representation
Audit defense, notices, back taxes, and penalty abatement.
Learn more →
Planning · from $1,200/yr
Strategic Financial Planning
Tax, investments, insurance, and estate — the big picture in one plan.
Learn more →
Home›Global Tax
Borderless Expertise · Boutique Care
Cross-Border & International Tax
CPA · CA · LLM in Taxation. Five countries, one firm, boutique attention on every engagement.
