Our Team
The Arul & Associates team is dedicated to meeting your unique business needs. Everyone on the team has worked in a start-up or started their own business – we know what its like because we’ve been in the trenches. Each one of us is dedicated to doing our part in order to help your business succeed and grow.

Trishan Arul

Trishan’s primary role is to provide clients with a part-time CFO/Controller. In addition, he oversees all of the firm’s operations including the daily activities of bookkeepers. Trishan has 15 years of experience in accounting, financial reporting, strategic planning, process improvement, systems implementation, and financial analysis. He has worked in many different industries with a wide array of companies, from start-ups to public multinational companies. Being both an executive and a consultant with many start-ups brings valuable hands-on experience in addressing the unique issues that small, growing companies face. At the same time, having worked within large enterprises, he understands what is necessary for start-ups to scale to the next level. Trishan has a BA in Business Administration from the University of Western Ontario, an MA in Accounting from the University of Waterloo, is a Chartered Accountant (Canada), and a Certified Public Accountant (US).

Aloka Arachige




Aloka is an all around IT expert, having founded Catapult Integrated Systems, one of the first ISP/Managed Services firms in 1994. He has completed over 100 infrastructure development, architecture, and implementation projects for clients ranging from startups to Fortune 500 companies. After building and successfully selling Catapult in 2007, Aloka has continued to consult for technology companies assiting them in creating and maintain complex telecommunication and network infrastructures. Aloka has a BSc in Computer Science from SFSU

Vidya Sundaram

Vidya has a diverse professional background ranging from venture capital investing to software development to non-profit program development and fundraising. She is also a trained stage actress and dancer. She combines her performance and investment experience to offer unique and effective presentation coaching. Vidya has a dual MBA and Masters in Public Policy from UCLA, and a BSEE from Stanford University.

Jim Herbst

Jim’s focus is on the ongoing accounting and finance activities within an organization. He can step into an operations role within finance or accounting and provide his expertise in general ledger management, accounts payable, payroll, billing, accruals, or revenue and cost analysis. He is also an experienced project manager and loves to assist clients with improving processes and reducing operating costs. Jim has a BA in Economics from Brandeis University and an MSBA in Accounting from SFSU.  Jim Herbst MSBA

William Wen

William holds a B.A. from University of California Berkeley in Economics. Previously, he has managed books for consulting firms as well as non-profits and worked in his church’s treasury. When William is not playing with his calculator or sending invoices, he enjoys rock climbing, tennis, and studying for his CPA.


© Arul & Associates LLC                        info@arulandassociates.com                           415-448-7736                       One Market Street, Spear Tower, Suite 3600       San Francisco, CA  94105