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We work with you on a personal level to determine the best solutions for your unique needs, then leverage our seasoned expertise to achieve the best possible results.

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We are your trusted partner in success. Our firm is large enough to offer a full range of professional services at a fair price, but small enough to give you the individual attention that you deserve.

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Rest assured that when a need arises, our firm is ready and capable to handle everything for you so you can focus on what matters most to you.

Staff Profiles

Howard Hertz

Howard started preparing taxes in 1984 while studying at California State University, Hayward. Howard has a BS in Business Administration with an accounting and real estate management option.

Howard has spent more than half his life in the tax field. In 1992 Howard became one of only 25% of those who took and passed the Enrolled Agent Exam on his first attempt.

Howard, a lifelong resident of the East Bay and started the business that would become Tri-Valley Tax & Financial Services, Inc. in July of 1995.  Since starting the business, Howard has become a Fellow of the National Tax Practice Institute and a Member of the American Academy of Tax Practice.  It is Howard’s belief that you cannot get enough continuing education on taxes.  Every year Howard and the tax preparation staff take more than 60 hours of in class room education.

In December 1998 Howard joined HD Vest so that he could offer his clients financial advice based on the all-important tax return.  It is Howard’s belief that all investment choices should look at the current and future tax consequences.  Howard has since become a Certified Financial Planner™.    Howard works with clients to provide a plan for their future.

Howard ideally has set up a “One Stop Shop.” for many of his client’s financial needs.

When not working or studying the new tax and financial laws, Howard loves to travel with his wife Sheryl to a few of their favorite places.  They make an annual trip to the “happiest place on earth” on the east coast.  They also spend time traveling around the Pacific Northwest and British Columbia.

Howard is an avid sports fan.  Being raised in Oakland, Howard supports the Athletics and Raiders.  Ever since Howard went to a couple of California Golden Seals games as a child, he has had a passion for hockey. From day one Howard has been a season ticket holder and fan of the San Jose Sharks.

Howard is also a history buff and believes in the saying, “Those who don’t know history are destined to repeat it”. -Edmund Burke

SHERYL HERTZ

Sheryl Hertz joined Howard in his practice in 2005. Howard and Sheryl were married in 2010. Sheryl started her second career as tax professional in 2001. Before that she was in retail management and was able to travel and live all over the United States. Sheryl grew up as an Air Force brat living in many different states and countries as her father was transferred from one base to another. Sheryl believes that this up-bringing allowed her to develop a personality that works well with all people and cultures. She passed her Enrolled Agent Exam in 2006.

Sheryl enjoys the challenge of preparing a tax return. “Contrary to what you might think a properly prepared tax return is not all about the numbers. It requires an understanding the tax laws and then preparing a tax return that takes full advantage of them. It is this way our clients pay the lowest legal tax liability.”

Sheryl and Howard reside in Pleasanton. When not at work Sheryl enjoys spending time with her family who live locally and with friends. She loves to travel and counts the days between vacations in Whistler, British Columbia Canada, Hawaii, and the yearly visit to the happiest place on earth – Walt Disney World in Florida.