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I want to share an exciting milestone for our firm. The new William Rogers Company (WR Co) is now the parent company to these two businesses:

  • ASCEND Business Advisory: Serves businesses, educates, and creates business solutions in Accounting, Tax, and Business Advisory services for small to medium-sized companies and takes them to new heights.
  • Sterling Tax Advisors (formerly Sterling Tax Group): Tax planning, filing, estate planning, trusts, and financial wealth strategies for individuals and families.

San Diego office                                                         Carlsbad office

William Rogers Company recently acquired the Sterling Tax Group, now known as Sterling Tax Advisors. Previous owners have recently retired, leaving an opportunity for the continued growth of my company. The acquisition occurred on November 1, 2021.

In celebration of 25 years in business, my team and I want you to know that we appreciate serving extraordinary clients, such as yourself. We are pleased to welcome the new clients from Sterling Tax Group and we promise to continue the expert service you are accustomed to. There are minimal changes for ASCEND Business Advisory clients other than the parent company name and new branding, William Rogers Company.  

The transition process is in the works and meant to be as seamless as possible. Watch for the new brand logo and William Rogers Company branding in emails, letters, and all communications from us, as displayed in the banner of this email.

My team and I look forward to building even stronger relationships and taking your business and individual services to new heights. We promise to serve you like no other. We promise to be of service to others. We promise to educate, counsel, and add value to your business and enhance personal wealth. 

Thank you. We are grateful for your business.

Let me know if there is anything we can do to improve your experience with us. Give me a call at 888-297-3321 or my new email Watch for our new website coming soon, .

Sincere regards,

William E. Rogers, MBA, CFP, EA CEO
William Rogers Company, WR Co