Our mission is simple.
To help business owners turn financial chaos into clarity — and build businesses that actually work for them.
While we’re located in Metro Detroit, Michigan, we work virtually with small business owners across the country. No matter where you are, we’re here to help.
Steve Koch, Founder
MEET
I help growing businesses gain control of their finances and scale with confidence. I understand how challenging it is to wear every hat in your business while keeping your finances on track. That’s why I’ve made it my mission to empower business owners with personalized financial guidance that’s clear, practical, and tailored to your unique situation.
Known for my “cool professor” approach, I bring over a decade of experience in accounting and financial leadership — translating complex numbers into clear, actionable strategies that give you the confidence to thrive in business and in life.
My story
As a business owner myself, I’ve seen firsthand how overwhelming it can be to juggle the financial side of running a business. Whether it’s managing debt, staying on top of expenses, or planning for future growth, many founders feel like they’re barely keeping up. That’s why I started Primary Care Financial — to help people like you navigate the financial challenges of entrepreneurship with confidence and clarity.
P.S. I LOVE THE DETROIT RED WINGS...
AND MY DOG, DARLAMeet the Team
Maria Lapshan
CPA-
Maria is an experienced Accounting Manager with a strong background in client accounting services. Before joining Primary Care Financial, she managed client accounting engagements for two Detroit-area public accounting firms, where she specialized in helping small businesses stay financially organized and compliant.
Maria brings a calm, methodical approach to every engagement—keeping projects on track, improving workflows, and ensuring clients always have clean, accurate books. After taking a short career break to focus on her family, she’s now applying her expertise to help PCF clients achieve financial clarity and confidence.
Logan Sheehan
ACCOUNTANT-
Logan is a Staff Accountant at Primary Care Financial who brings a rare mix of precision, persistence, and people skills to every client project. Before joining PCF, he spent a decade managing operations and legal administration at a Detroit-area law firm, where he honed his eye for detail and his ability to keep complex processes running smoothly.
A recent graduate of Wayne State University’s Mike Ilitch School of Business with a B.S. in Accounting, Logan combines fresh technical expertise with real-world experience. He supports client bookkeeping, reconciliations, and reporting—making sure every number tells the right story.
When he’s not diving into spreadsheets, you’ll find Logan spending time with his family or exploring new ways to stay organized (both at work and at home).
Our Values
Our Values
1
Team Over Ego
We win as a squad, not as individuals. We check our egos at the door, accept feedback gracefully, and actively pull our teammates up. No one is too important to help, and no one is left to struggle alone.
2
Growth Mindset
We are never “done” learning. We invest in ourselves and each other to stay ahead of the mid-market’s needs.
3
Precision & Clarity
In finance, "close enough" is failing. We obsess over the details to provide the absolute clarity our clients rely on.
4
Find a Way
We are resourceful, tenacious, and refuse to be sidelined by obstacles. We deliver results, not excuses.
5
Bias for Action
We prioritize speed and momentum. A good plan executed today is better than a perfect plan executed next month.
6
Own the Outcome
We don't just “do tasks.” We take full responsibility for the client's financial health and our team’s success.
OUR PARTNERS
