HA&W Changes Name to Aprio

January 17, 2017

Habif, Arogeti & Wynne LLP (HA&W) has rebranded to "Aprio" in a move that more strongly communicates the firm's services, culture and approach toward serving clients, the company said in a release.

"The business of accounting has shifted dramatically,” said Richard Kopelman, managing partner and chief executive officer. “Our growth strategy centers on the organic growth of our practices and the acquisition of other businesses that either complement or can expand our service mix. Aprio better reflects who we are and what we offer as a firm,"

Aprio marks a sharp break from convention as many firms in the accounting space are named after founders or have names that contain the initials of founders. The name symbolizes the firm's emphasis on bringing technical expertise, deep engagement and genuine care to client work. It was also chosen to resonate with millennials, both clients and associates.

"Our name defines what it means to be a CPA-led business advisory firm today," said Danielle Berg, chief marketing officer. "Serving clients in today's complex marketplace requires us to bring the very best of our head and our heart to work every day—precise, clear advice coupled with genuine care for our clients' best interest. Combined, these create exceptional experiences and lasting relationships that benefit our clients."

Though the core of Aprio is rooted in tax and assurance, Aprio reported that its future growth will be equally focused in advisory services. For example, Aprio's Information Assurance practice provides a wide array of cyber risk assessment, international business and information risk management advisory services. Aprio also has the rare distinction among CPA firms of being a Certification Body for ISO 27001, the international gold standard for information security management and certification reporting, as well as being a PCI QSA serving leading fintech and data services companies.

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