Roxanne Albin President Applied Financial Services-Inc.

Roxanne Albin, MBA, President/Owner

Roxanne Albin has been in the financial services industry for over twenty years. Her financial career started off in bookkeeping. She later became the Business, Finance, and Administrative Director at a local 501c-3 nonprofit, where she worked for eleven years. Roxanne received her Bachelor of Arts in Strategic Management and her Master’s degree in Global Management from Dominican University of California. She has a passion for helping nonprofits and is known for her ability to clean up and improve disparate systems.

Roxanne’s role includes: client relationship management, managing the AFS staff, cleaning up and streamlining client systems, contract management, and overseeing accounting processes.

Roxanne serves as a Board Member for both Marin Alano Club and Postpartum Support Center.

In her free time, Roxanne loves to play with her grandchildren, spend time with her family and friends, hike, kayak, and play with her two dogs.


Ken Uy

Business Development and Client Relations Manager
Tania Gonzalez accountant

Tania Jackson

Accounting Supervisor

Tania Gonzalez has a Bachelor of Science degree in Accounting from California State University.

Tania started her career with AFS in April 2018. Tania’s role at Applied Financial Services, Inc. includes: staff workflow management, supervising month-end close tasks, reviewing balance sheet reconciliations, reviewing A/R, balance sheet reconciliations, staff work flow management, client calendar management, and month-end close activities.

In her free time, Tania likes hiking with her husband, working out, reading, spending time in nature, and playing with her dog, Bella.

Roger Valenzano Jr bookkeeper

Roger Valenzano, Jr.

Bookkeeping Supervisor/Operations Manager

Roger Valenzano, Jr. started his career with AFS in 2018. Roger’s role includes: supervising the bookkeepers, supervising bookkeeping activities, training clients on Quickbooks online, client bookkeeping tasks, office management and business development.

When he is not working, Roger enjoys spending time with friends and family, playing with his niece and nephew, and hiking with the family dogs.

Unona Goreva accountant

Unona Goreva

Senior Accountant

Unona Goreva graduated magna cum laude from Sonoma State University with a Bachelor of Science degree in Finance.

Unona is the Senior Accountant and has been with AFS since May of 2017. Unona’s role includes: overseeing bookkeeping and accounting tasks, staff training, month-end close tasks, and performs balance sheet reconciliations.

In her free time, Unona enjoys relaxing on the weekends, listening to country music, and playing with her dog.


Elisa Paredes

Staff Accountant

Sage Beaube


Receive helpful information, tips and updates about our services.

Please enter a valid email address.
Something went wrong. Please check your entries and try again.

Applied Financial Services, Inc.

Hours: Monday - Friday 9:00 am - 5:00 pm


359 Bel Marin Keys Blvd., Suite# 1
Novato, CA 94949


Office: 415-842-7635

Applied Financial Services, Inc. provides customized, personalized bookkeeping and *accounting services for for-profit businesses and nonprofit organizations in Marin County, Oakland, San Francisco, Sonoma, Petaluma, Santa Rosa and beyond.

*The services we provide do not require any certifications or additional licenses