Greg Ansel, ASA

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Meet Greg

Greg specializes in providing valuation services and financial analysis to clients of all sizes and stages of development, for diverse purposes. These services include business valuations, stock option pricing analyses, purchase price allocations and goodwill/impairment analyses, as well as various transaction-related services. He is particularly experienced with financial reporting valuation issues related to Accounting Standards Codification (ASC) Nos. 350, 360, 718, 805 and 820 (formerly SFAS Nos. 142, 144, 123r, 141r and 157, respectively).

While he focuses primarily on high tech and biotechnology companies, Greg has experience valuing businesses in many industries. These include enterprise software and SaaS entities, as well as entities in the data mining, big data, security, optimization and gaming industries, and drug discovery, medical devices and other life science segments. He also has experience serving logistics, food services, entertainment, retail and food processing entities. These engagements have been successfully completed for both financial reporting and tax purposes, and have successfully withstood review from the IRS, SEC, audit and tax firms, attorneys and venture capitalists, as well as board members.

Greg earned a B.A. in economics from the University of California, Los Angeles and an MBA in finance from the University of Chicago. He earned his Accredited Senior Appraiser designation in business valuation and the Intangible Asset specialty designation from the American Society of Appraisers (ASA). He is a member of the ASA Business Valuation Committee and is a former member of the ASA Board of Governors and Board of Examiners. He is a founding member of the Fair Value Forum. He has served as an adjunct professor at Golden Gate University and has taught numerous courses in business valuation, intangible asset valuation and mergers & acquisitions.

Contact Greg Ansel

Q. What drew you to become an expert in valuation?
With valuation work, I get to solve unique problems and help clients achieve their financial goals. The nature of valuation means that I get to work with exciting high-growth companies in a variety of industries, from high tech, to biotech, to manufacturing, to food and beverage. I have been fortunate to have a front row seat to a technological revolution and have witnessed new industries grow and evolve, including the internet and SaaS.
Q. Make a prediction; describe your vision of the future business environment for your area of expertise or the industries you serve.
In valuation, I expect to see more accountability and evidence-based support for the conclusions we make. The trend is moving toward more credentials and critiquing underlying assumptions. We’ll see more documentation and a higher level of external review of our work.
Q. Without naming names, tell us about your favorite client and why you enjoyed working with them.
I like working with clients from the startup stage to the liquidity event. I have tremendous respect for entrepreneurs and visionaries. Seeing their companies develop and grow as they tap us for their valuation needs is incredible. Then to see their value increase in a successful liquidity event completes the company’s lifecycle.
Q. Describe your work style.
Very analytical and collaborative. I’m always seeking input from colleagues while at the same time encouraging my team to take ownership of projects and client relationships.
Q. What’s your proudest moment?
Enjoying the success of my children. Seeing them grow and become men.
Q. If you could pass on a nugget of wisdom to aspiring accountants or consultants, what would that be?
I would pass on a few things: Don’t be afraid to try new things. Don’t be afraid to admit you don’t know something and ask for help. Try to work with a variety of different people to learn from their different traits and experiences. Have fun. Maintain a work-life balance. If you have a goal, go for it!
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Professional History


  • Founder and Chair of the Henry J. Bianchi scholarship at Skyline High School
  • Active Board Member, Orinda Country Club


  • American Society of Appraisers (ASA)
  • ASA Business Valuation Committee
  • Fair Value Forum
  • Appraisal Issue Task Force


  • University of California, Los Angeles
  • University of Chicago


  • Founder and Chair of the Henry J. Bianchi scholarship at Skyline High School
  • Active Board Member, Orinda Country Club
Industries Served
Greg's Thought Leadership
White Papers
White Paper
To avoid expensive tax liability for your privately-funded company, and more importantly, your employees, ensure your B...
Case Studies
Case Study
With help from Armanino, Principia delivers financial statements that include an objective, third-party valuation that ...
Blog articles
CFOs, it's important to ensure that your valuation expert has experience with both the type of valuation you need and t...