Get to Know Us
Who We Are and Why We Do This
Tall Oak Advisors is a specialized owner-led accounting firm built for the way eCommerce businesses actually work. We do this because every growing brand deserves a finance team that speaks their language, understands their numbers, and genuinely cares about helping them thrive
Our Compass
What Guides Us
Empowering success through financial wisdom. That purpose shows up every day through the four values we hire for, train around, and hold each other to — and now, share with the clients we serve
Our Story
The Story behind Tall Oak Advisors
Tall Oak Advisors was founded by someone who'd lived the frustration firsthand.
Chris Potter started his eCommerce journey in 2005 after watching a CNBC segment about garage-based eBay sellers. By 2008, he'd left full-time employment to sell online — starting with Halloween costumes and eventually building a business that crossed eight figures in annual revenue. Along the way, he sold across nearly every major marketplace — Amazon, eBay, Walmart, Rakuten, Shopify, Magento, 3dCart — and tested nearly every business model there was: retail arbitrage, online arbitrage, wholesale, dropship, private label. If there was a way to sell online, he'd tried it.
He also lived the accounting side of eCommerce: the quarterly scrambles, the generalist CPAs who didn't understand marketplace fees or inventory timing, the questions his own accountant couldn't answer about his own books. In 2022, Chris decided to solve the problem he'd spent over a decade feeling. He partnered with seasoned professionals from the accounting and eCommerce worlds, acquired two established tax preparation firms, and founded Tall Oak Advisors — a firm built, from day one, for the kind of business he'd run himself.
From the beginning, Tall Oak was built on a few non-negotiables: deep eCommerce expertise, genuine care for the founders it served, and plain-English communication over jargon. Those values attracted a team that believed the same — and over time, grew the firm into what it is today.
Hannah joined Tall Oak as Director of Operations in 2023, and spent three years shaping the systems, workflows, and culture that keep the firm running. Ian joined the leadership team as Director of Business Success shortly after, bringing a focus on client experience and team development.
In 2026, Chris stepped away from Tall Oak, and Hannah and Ian stepped into ownership — carrying the firm forward with the same mission it was founded on.
Today, Hannah and Ian are proud stewards of what Chris built.
The team, the expertise, and the care Tall Oak brings to every eCommerce founder it works with — all of it carries forward, thoughtfully and respectfully, into whatever comes next.
Our Team
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We'd love to learn more about your business and what you're looking to achieve. From there, we'll map out how we can best partner with you.
Pick a time on the calendar that works for you.
Mon - Wed | 1:30 PM - 5:00 PM (ET)
Tues - Thurs | 9:30AM - 12:00PM (ET)
Fri | 8:00AM - 11:00AM (ET)
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