Our mission is simple.

To help solopreneurs and small to medium businesses 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

A man sitting on an office chair, lifting his left leg and pulling up his sock, smiling, in a room with a potted plant, a desk, and a sofa.

I help solopreneurs and 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 solopreneur 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 solopreneurs 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.

With my background in personal finance and a deep understanding of the unique struggles small business owners face, I created a business that offers more than just a quick fix or cookie-cutter advice. I’m here to help you build a sustainable financial strategy that aligns with your unique business goals, lifestyle, and values.
Together, we’ll take a hands-on approach to managing your finances — whether that’s paying off debt, building up your savings, or preparing for major milestones like buying your first home or expanding your business. My goal is to empower you with the knowledge and tools you need to achieve the financial freedom you deserve and feel confident about your financial future.

A man smiling outdoors, wearing a white and red hockey jersey, holding a hockey stick, with trees and greenery in the background.

P.S. I LOVE THE DETROIT RED WINGS...

A man wearing a white and red hockey jersey smiling and petting a large, fluffy, white and black dog with a happy expression in an indoor setting.

AND MY DOG, DARLA

Meet 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

1

Clarity Over Complexity

We believe financial information should make sense. We translate numbers into plain English so clients can make confident, informed decisions — no jargon, no confusion.

2

Partnership, Not Preaching

We work with our clients, not above them. Every business is unique, and we meet you where you are — whether you’re just getting started or scaling fast.

3

Integrity in Every Interaction

Trust is our currency. We operate with transparency, honesty, and professionalism in everything we do.

4

Proactive Guidance

We don’t just report the past — we help you plan the future. We’re constantly looking ahead to identify opportunities and prevent surprises.

5

Approachability and Humor

Finance doesn’t have to feel stiff or stressful. We bring empathy, a sense of humor, and a down-to-earth approach that makes working with us feel easy.

OUR PARTNERS