About Us

MEET William E. Rogers, MBA, CFP, EA – Founder and CEO

ASCEND is a San Diego, California-based business consulting firm out of Rancho Santa Fe. It specializes in tax and financial advisory and is led by its founder William E. Rogers. William has a genuine passion in helping businesses eliminate the hassles of running their business. He earned a Bachelor’s degree in Business Management from the University of Redlands, an MBA from the University of Southern California, and an MS in Finance from Golden Gate University. He is also a Certified Financial Planner, and an Enrolled Agent before the Internal Revenue Service. He has served as the Past President of the North County Chapter of the California Society of Tax Consultants, Past President of the Palomar Chapter of the California Society of Enrolled Agents, and is currently a Director for the California Society of Enrolled Agents.

Over the past eighteen years William has developed extensive experience in advising a variety of businesses, including e-commerce. He counsels entrepreneurial ventures in a broad array of areas such as accounting, tax, finance, operations, compensation, and benefits. Finally, he has been a featured speaker for the Learning Annex, Further Ed, the California Society of Tax Consultants, the California Society of Enrolled Agents, and has authored courses on behalf of the National Association of Enrolled Agents.

William resides with his family in Rancho Santa Fe, California


• Certified Financial Planner  • Chartered Life Underwriter  • Enrolled Agent


 Bachelor of Science in Business and Management – University of Redlands
• Master of Business Administration – University of Southern California


As a Trusted California Business Consultant, We’ll Take Your Business to Greater Heights with Accounting, Tax, and Business Advisory.