Morones Analytics

04/23/2026

With the recent Artemis II space mission, we had to share our own Abe Smith's analogy comparing the use of AI in our investigative work to the precision required to fly and land a space shuttle safely 🚀

AI is being used everywhere, including in forensic accounting. But having access to it isn’t the advantage. Knowing how to use it accurately, responsibly, and defensibly is.

We’ve invested heavily in our own technology and analytics and are better equipped to transform complex financial data into meaningful conclusions.

✅ What does this mean for the attorneys we serve? You’ll get clear and accurate insights that will bring your litigation strategy into focus, faster.

Our proprietary technology accelerates the work.
Our specialized experts ensure it stands up to scrutiny.

Learn more about our Advanced Data Analytics & AI practice
👉 https://moronesanalytics.com/data-analytics/



Abe Smith, CFE, Former Special Agent

03/19/2026

Hear Kevin Marold on the Thacker Sleight family law podcast where he delves into forensic accounting in divorce cases. He offers insights for both legal professionals and individuals, shedding light on the methods forensic accountants use to uncover accurate financial pictures.

Kevin covers:
✅ the role of forensic accounting in litigation
✅ the processes in tracing assets and normalizing income
✅ using AI in forensic investigations
✅ the importance of obtaining comprehensive financial documents
✅ how forensic accounting findings are summarized for court presentations

A big thank‑you to hosts Connie Thacker and Allison Sleight of Thacker Sleight in Grand Rapids, MI for the thoughtful conversation.

🎧 Listen here 👉 https://www.thackersleight.com/podcast/forensic-accounting

03/19/2026

Business clients bring attorneys some of the most challenging financial questions. We recently published insights from our experts answering questions we’re asked most often.

From business valuation to partnership exits and trade secret disputes, our team breaks down our approach and how we assist.

✅ What is the value of my business?
By Paul Heidt, CPA, ASA, ABV

✅ My business partner wants out. How much should I pay them?
By Alina Niculita, ASA, CFA, ARM-BV, MBA

✅ I have been accused of stealing trade secrets. How much might I owe my previous employer?
By Serena Morones, CPA, ASA, ABV, CFE

✅ I’m in a bad business partnership. How much is a fair amount to get me out?
By Terry Whitehead

See the answers here and save this one -- we will add more!
👉 https://moronesanalytics.com/answering-common-financial-questions-from-business-clients/

Business clients bring attorneys some of the most challenging financial questions. See insights from our experts answering questions we’re asked most often.

01/29/2026

Attorneys field business valuation questions every day, especially in transactions, disputes, and shareholder matters. Alina Niculita and Paul Heidt pulled together six of the most common questions we hear during CLEs with practical answers that help demystify the process.

If you work with privately held businesses, this is a helpful refresher and a great resource to share with clients 👉
https://moronesanalytics.com/answers-to-6-common-questions-from-attorneys-on-business-valuation/

1️⃣ Why do appraisers typically request five years of the subject Company’s financial statements?

2️⃣ Which business valuation approaches are generally preferred by buyers and sellers?

3️⃣ Which business valuation methods are preferred for different types of businesses?

4️⃣ What are typical business valuation discount rate ranges?

5️⃣ What is cash flow and how is it used in business valuation?

6️⃣ Why is an EBITDA (“earnings before interest, taxes, depreciation, and amortization”) valuation multiple often preferred in the Market Approach as opposed to a net income multiple?

Authors:
Alina Niculita, ASA, CFA, ARM-BV, MBA
Paul Heidt, CPA, ASA, ABV

Our team regularly presents business valuation CLEs to law firms and bar associations, which sparks questions from attorneys. See answers to the most common questions from attorneys over the years.

01/27/2026

When a client is in a bad business partnership, our business valuation experts help determine how much is a fair amount to get them out. Terry Whitehead explains that the answer depends on key factors and getting it right can make all the difference for owners navigating difficult transitions.

✅ What does the agreement say?
Ideally, owners should have a clear and agreeable understanding of what the governing documents say in these situations.

✅ What are the circumstances of getting out?
Each circumstance may have a different solution (or determination of what’s fair) to get out.

When a client is in a bad business partnership, our business valuation experts help determine how much is a fair amount to get them out.

12/03/2025

Welcome to the team, Lauren de la Rosa, CPA, CFE! Lauren works alongside our senior forensic accounting experts to deliver thorough financial analysis that helps clients make informed decisions. She thrives on problem-solving and is dedicated to uncovering the truth.

✅ Lauren spent six years with Meijer, a regional grocery retailer, performing operational and financial audits, driving process improvements and strengthening internal controls.

✅ She previously served in a pivotal role as a financial analyst at a major hospital in Grand Rapids, MI.

✅ Her career started at PwC in Detroit, where she conducted internal audits for clients.

💬“We are excited that Lauren has chosen to bring her deep analytical skillset to our forensic accounting team. We are confident that she will provide the highest quality service to our clients. And we are glad for the opportunity to expand our presence in the Grand Rapids, MI region. Welcome, Lauren!”💬– Serena Morones

Learn more about Lauren 👉https://moronesanalytics.com/welcoming-lauren-de-la-rosa-to-our-team/

12/02/2025

Congratulations to our own Kevin Marold, CPA, CFE, CFF, ABV for being selected to the Grand Rapids Bar Association Finance Committee!

Kevin has been committed to growing his community after moving to his home state of Michigan in 2024. He's excited to join the GRBA Finance Committee because he'll get to collaborate with the team to make sound financial decisions.

Learn more 👉https://moronesanalytics.com/kevin-marold-selected-to-serve-on-grand-rapids-bar-association-finance-committee/

11/06/2025

Welcome to the team, Sean! As someone who thrives on inquiry and uncovering truth, Sean brings a sharp investigative lens to forensic accounting. He collaborates with our senior experts to dig into financial data and identify key case issues.

✅ His expertise spans audit, process design and control design, risk assessment and valuation.

✅ Previously served as Principal Grant Accountant at PGE where he led process and control design for a grant portfolio ranging from $50K to $1B.

✅ Spent several years with Deloitte, leading audits and supporting multinational corporations with risk assessment, control testing and design, and business valuations.

💬 “I’m excited to introduce Sean to our clients. Sean is a deep and inventive thinker, a rock-solid accountant, and a polished communicator. With these strengths, Sean is perfectly suited to serve clients as both a forensic accountant and a testifying expert.”💬 – Serena Morones, CPA, ASA, ABV, CFE

Learn more about Sean 👉https://moronesanalytics.com/welcoming-sean-baker-to-our-team/

10/15/2025

Our team volunteered with Portland Parks & Recreation for our community service day to give Keller Fountain Park a little extra love 🌳 With shovels in hand, we got to work and spent the morning planting gardenias and groundcover.

Big thanks to Matt Levin and Destiny Shelton from Markowitz Herbold PC for joining us on a sunny fall morning yesterday! 🍂 🍁

We’re proud to be a part of the downtown Portland community and love making an impact to create beautiful spaces for us all to enjoy 🌲

See more and learn how you can volunteer:
https://moronesanalytics.com/community-service-day-2025-with-portland-parks-rec/

10/08/2025

Attention business owners and wealth planning advisors ✅ Understanding valuation discounts is critical when planning ownership transfers, succession, or shareholder exits.

See Alina's discussion that covers:
✔️ discounts for lack of control and lack of marketability
✔️ an example on the application of these discounts
✔️ why a minority, or non-controlling, interest in a business is less valuable under a fair market value standard than its pro-rata share of the total value.

If you’re considering selling or gifting a minority stake in a business, get in touch with us for a professional business valuation which can help you understand its true fair market value.

Learn more 👉 https://moronesanalytics.com/why-owning-10-of-a-business-doesnt-mean-you-get-10-of-its-value-calculating-valuation-discounts-for-minority-interests/

If you’re considering selling or gifting a minority stake in a business, get in touch with Morones Analytics for a professional business valuation which can help you understand its true fair market value.