With Rob Santos and Rory Henry

On Episode 86 of The Unique CPA, Randy welcomes Rob Santos and Rory Henry of Arrowroot Family Office to discuss the opportunities for collaboration that exist between accounting firms and financial planners. Co-hosts of the AFO | Wealth Management Forward Podcast, Rob and Rory talk about the modern technological solutions that make individually tailored wealth management available to everyone—and explain what a massive improvement in your service offering they represent.

Important Links

Arrowroot Family Office

AFO | Wealth Management

AFO | Wealth Management Forward Podcast

Goalsetter App


About the Guest

Rob Santos has served as the CEO of Arrowroot Family Office for nearly a decade, having founded the company in 2013. He has over 20 years of financial experience working with institutions, companies, and entrepreneurs. Arrowroot caters to a wide range of international and domestic clients to provide customized and specialized investment and family office services. Robert is also the portfolio manager for Arrowroot Family Office’s fund of alternative funds, Ladrillo Fund, LLC, and Arrowroot Real Estate Fund II LP, a private, sub-advised fund by Roundhouse. Robert is also a founder of AFO | Wealth Management Forward, an educational program created to allow Accounting Firms to integrate Wealth Management Services into their practices.

Previously, Robert was a Director for Salem Partners, a multi-family office and investment bank in Los Angeles, where he served on the investment committee. Prior to Salem Partners, Robert worked at JP Morgan Securities and Bear Stearns, servicing clients in the financial services industry.

Rory Henry serves as Director at Arrowroot Family Office. He has over 15 years of experience working in both the tax and financial advisory professions, and has built AFO | Wealth Management Forward to work with accounting firms to implement Holistic Wealth Management Services. A technology enthusiast at heart, Rory is adept at finding ways to improve the client experience using technology to streamline tax, accounting, and wealth management services. He is the co-host of a leading accounting & finance podcast called AFO Wealth Management Forward. Rory’s interviews include the WSJ, Forbes, Fortune Magazine, Accounting Today, Vanguard, as well as venture-backed fintech companies and nationally recognized thought leaders.

Rory has launched the Arrowroot Family Office & Goalsetter Financial Literacy Initiative to help 1 million kids gain a pathway to financial freedom. The program is enlisting Fortune 1000 companies, athletes, entertainers, and financial thought leaders to bring resources and awareness in the fight to help kids in underserved communities.

Meet the Host

Randy Crabtree, CPA


Randy Crabtree

Randy Crabtree, co-founder and partner of Tri-Merit Specialty Tax Professionals, is a widely followed author, lecturer and podcast host for the accounting profession.

Since 2019, he has hosted the “The Unique CPA,” podcast, which ranks among the world’s 5% most popular programs (Source: Listen Score). You can find articles from Randy in Accounting Today’s Voices column, the AICPA Tax Adviser (Tax-saving opportunities for the housing and construction industries) and he is a regular presenter at conferences and virtual training events hosted by CPAmerica, Prime Global, Leading Edge Alliance (LEA), Allinial Global and several state CPA societies. Crabtree also provides continuing professional education to top 100 CPA firms across the country.

Schaumburg, Illinois-based Tri-Merit is a niche professional services firm that specializes in helping CPAs and their clients benefit from R&D tax credits, cost segregation, the energy efficient commercial buildings deduction (179D), the energy efficient home credit (45L) and the employee retention credit (ERC).

Prior to joining Tri-Merit, Crabtree was managing partner of a CPA firm in the greater Chicago area. He has more than 30 years of public accounting and tax consulting experience in a wide variety of industries, and has worked closely with top executives to help them optimize their tax planning strategies.