About Us
As a veteran-owned Somerset County, NJ CPA firm, we bring not just technical expertise in tax, accounting, audit, and finance—but also the discipline, structure, and commitment to service that comes from years of leadership and problem-solving experience. Our mission is to help you move from stressed and reactive to confident and in control of your finances.
How We Help
Tax Planning & Compliance:
Stop leaving money on the table. We’ll help you understand and use tax strategies that keep more of your income where it belongs: with you.
Business Accounting:
CFO Advisory & Business Consulting:
Running a Somerset County, NJ business without financial strategy is like driving with your eyes closed. We’ll help you manage cash flow, plan for growth, and make smart, data-driven decisions.
Auditing:
For businesses that need trustworthy financial statements, we ensure accuracy and transparency so you can move forward with confidence.
Asset Protection:
You’ve worked hard for what you have. We’ll help you protect it for the long run.
Why Trust Torino Accounting Group
Personalized Strategies:
Everything we do is tailored to your situation.
Experienced CPAs:
Deep knowledge of tax laws, US GAAP, and financial management from CPAs you can trust.
Holistic Support:
We cover everything from tax planning to financial reporting so nothing slips through the cracks.
Reliable Accounting:
Numbers you can trust, delivered when you need them.
A True Partner:
We’re here year-round, not just at tax time, helping you make smarter financial decisions every step of the way.
Who We Work With
Individuals earning $250K+ (single) or $400K+ (married filing jointly) who want proactive tax planning to keep more of what they make.
Small Businesses & Nonprofits in the Somerset County, NJ area with revenue between $2M–$20M annually that need dependable accounting, tax returns, and financial strategy.
Startups with $1M+ in pre-seed/seed funding looking to build a financially sound foundation for growth.
William Fritchie, CPA
Founder | Tax Strategist | CFO Consultant
William Fritchie is a U.S. Certified Public Accountant (CPA) and veteran with over a decade of experience in audit, tax, and strategic advisory services. A former Big 4 professional (EY, PwC, and Deloitte), William brings deep expertise in financial reporting, audit readiness, and tax optimization strategies for startups, nonprofits, and small to mid-sized businesses.
As the founder of Torino Accounting Group, William leads a veteran-owned accounting firm that specializes in proactive tax planning, business accounting, audit services, and CFO services. His firm is known for crafting specialized tax plans that help clients reduce taxable income and generate tax-free income. He also provides guidance on complex business structures, including S Corps, C Corps, and Qualified Small Business Stock (Section 1202) strategies.
With a sharp eye for compliance and a hands-on, relationship-driven approach, William has worked with early-stage tech startups, service-based companies, ecommerce businesses, nonprofits, and SaaS companies. He is particularly skilled at navigating IRS and AICPA guidelines, conducting financial statement audits, building cash flow forecasts, and advising on high-impact transactions such as mergers, fundraising, and captive insurance planning.
William is passionate about helping clients grow with confidence, whether that means improving cash flow, minimizing tax liabilities, or structuring new ventures for long-term success.
Let Us Help:
Dear Friend,
I hope you’ll forgive me for being blunt.
I am William Fritchie. I’m a CPA and realize that you may not be used to seeing a tax advisor talk like this. It’s not my intention to offend (I’m actually being very careful with my words – I am a tax professional, after all).
But I think you’ll agree that the times we’re currently facing require a little straight talk.
Here’s a certain truth: The State and Federal Government would love to have more of your hard-earned money in their accounts. Sure, even though it’s painful, none of us begrudge paying our legal and fair share of taxes. But the problem is that regular taxpayers, like you, are missing out on legal and safe deductions to the tune of hundreds of millions of dollars in unclaimed refunds every year!
As a tax advisor, it truly breaks my heart knowing that just a few thousand or even a few hundred bucks for us “regular guys” out of that vast pool of overcharging could make a world of difference – and they are just sitting there, unclaimed! And with the economy we’re facing now…it’s essential that the “right” professional handles your taxes and other financial matters.
You see, all tax advisors are not the same. From the “discount” chains (notice the quotes) to classic accounting firms, most fly through tax season in a disorganized mess – bleary-eyed and hopped-up on caffeine. It’s no wonder that they treat you like a number and lapse into excuses and tax-talk. (I told you that I would be blunt.)
Click the button on this page to take your first step. And of course, feel free to poke around our site and discover why I’ve been called “The Most Trusted CPA in the Somerset County, NJ Area.”
PS — When you fill out the form, we’ll also add you to our weekly email series on “Real World” Strategy (for individuals). Our readers enthusiastically forward these to their friends and peers all the time, and they’re not your standard “tax tips.”
PPS–Already ready to come in?
I don’t blame you…many folks are fed up with the other options out there. Our schedule is very full…but if you call us at (908) 895-8314 or Email Us, we’ll give you two options for coming in right away! We will NOT make dealing with a tax advisor as painful as it’s been in the past!
Talk again soon,
William Fritchie, CPA