Aprio Unveils 'Account for Anything' Rebrand, Signaling Strategic Shift to Integrated Advisory

ATLANTA, GA – January 14, 2026 – Aprio, the 24th largest business advisory and accounting firm in the U.S., announced a comprehensive brand refresh today, centered on the new promise to Account for Anything™. The move signifies the firm's strategic evolution from a traditional accounting entity to a connected, national advisory platform designed to guide businesses through an era of unprecedented complexity.

The refreshed brand identity is the culmination of extensive research and reflects a deliberate effort to align the firm's public image with its rapidly expanding operational reality. It aims to formalize Aprio's capacity to deliver integrated services across its tax, audit, advisory, wealth, and legal divisions, providing clients with a single, cohesive source of guidance.

"Business leaders face increasing complexity, and they need advisors who can see the full picture," said Richard Kopelman, CEO of Aprio, in a statement. "This brand refresh reflects how Aprio shows up today, a coordinated team across disciplines, proactive about what's ahead, and committed to giving clients confidence at every stage for their business. Account for Anything™ captures our brand promise to deliver that experience."

A Strategic Response to a Complex Market

More than a cosmetic update, Aprio's rebrand is a calculated response to a fundamental shift in the professional services landscape. Businesses are no longer seeking siloed expertise; they are demanding holistic partners who can navigate intertwined financial, regulatory, and operational challenges. Cheri Husney, Partner & Chief Growth Officer and the architect of the brand evolution, described the initiative as a "strategic investment in Aprio's future."

"It strengthens our position as a connected advisory, tax, and audit platform and ensures we remain resilient for the long-term success of our clients and our firm," Husney stated. This resilience is built on a proactive, forward-looking model that anticipates client needs rather than simply reacting to them.

The 'Account for Anything™' concept is positioned as Aprio's commitment to eliminating fragmented advice and unnecessary delays. It promises clients that regardless of the challenge or opportunity—be it a merger, a regulatory hurdle, or a growth inflection point—the firm can assemble the right team of professionals to provide a complete, actionable view of the business. This move from uncertainty to informed action is the core value proposition of the new brand.

Fueling the Platform: Growth by Acquisition and Expansion

The claim of being a "connected national advisory platform" is substantiated by Aprio's aggressive and strategic expansion over the past several years. The brand refresh serves as the public face of a business that has been actively building its comprehensive capabilities through a series of mergers and acquisitions. This rapid growth has transformed Aprio from a regional player into a national powerhouse.

Most recently, on January 1, 2026, Aprio expanded its footprint into the Pacific Northwest by combining with Oregon-based firms Delap LLP and Hoffman, Stewart & Schmidt PC (HSS). This move significantly bolsters its audit capabilities, including public company audits, while adding deep expertise in digital forensics, cybersecurity, and advanced tax planning. This follows a period of intense growth that saw Aprio enter five other new markets, including Kansas.

Throughout 2025, the firm established a presence in key markets such as New Jersey and Boston, while expanding in Washington, D.C., Chicago, and across California. This geographic and service line expansion is a continuation of a strategy that saw Aprio double its construction segment in 2024 and bring nine firms into its fold in 2023, effectively doubling the size of the business. This trajectory has earned Aprio a spot on the Inc. 5000 list of fastest-growing companies for three consecutive years, boasting a 184% growth rate since 2023. This physical and financial growth provides the necessary infrastructure to deliver on the promise of its new brand.

Redefining Advisory in a Transforming Industry

Aprio's strategic pivot is reflective of broader tectonic shifts within the accounting and advisory industry. The demand for Client Advisory Services (CAS) is surging as businesses seek partners who can offer strategic guidance beyond traditional compliance. Industry reports show CAS practices growing at a median rate of 17%, with firms projecting nearly 100% growth over the next three years.

This shift is heavily influenced by digital transformation. The proliferation of AI, automation, and cloud computing is automating routine tasks, freeing professionals to focus on higher-value activities like financial forecasting, risk mitigation, and strategic planning. With over 90% of firms now leveraging cloud platforms, the expectation for real-time collaboration and data-driven insights has become the industry standard. Aprio's rebrand directly addresses this new paradigm, positioning the firm as a technologically adept advisor capable of turning complex data into clear, actionable intelligence.

Client expectations have evolved in lockstep with these changes. Today's business leaders require advisors who not only understand the numbers but also the nuances of their industry, their growth objectives, and the competitive landscape. Aprio's 'Account for Anything™' tagline is a direct appeal to this need for a deeply integrated, proactive partner.

Competing on a Connected Vision

In a crowded marketplace, Aprio's rebrand carves out a distinct position. While competitors focus on messaging around progress (RSM's 'Pattern of Progress') or opportunity (KPMG's "Let insights reveal new opportunity"), Aprio's 'Account for Anything™' makes a bold and direct promise of comprehensiveness and reliability. It is a client-centric message that speaks to the core anxiety of modern business leaders: managing the unknown.

The new branding has already begun to make waves, with industry publications like Going Concern noting the trademark filing and new catchphrase immediately upon launch. This early attention indicates that the message is cutting through the noise and establishing a clear point of differentiation.

By uniting its people-first culture, rapidly expanding service model, and a forward-looking mindset under a single, powerful promise, Aprio is not just refreshing its logo. With more than 2,800 team members serving clients across over 50 countries, the firm is sharpening its purpose and making a definitive statement about its role in the future of business advisory—a future where navigating complexity with clarity and confidence is the ultimate measure of value.