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About Us

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

ASCEND is a San Diego, California-based firm out of Rancho Santa Fe. William E. Rogers owns and operates the company and specializes in general accounting, tax solutions for small to mid-size businesses and provides strategic business advisory services and consulting.

You will quickly see that William brings a genuine passion to his work and he digs into the issues that hold your business back from growth and sustainability.

William’s education includes an MS in Finance from Golden Gate University, an MBA from the University of Southern California, and Bachelor’s degree in Business Management from the University of Redlands.

He is 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 knowledge and experience advising a variety of businesses, including e-commerce, manufacturing, agricultural, retail and more. He counsels entrepreneurial ventures in a broad array of areas such as general accounting, tax, auditing, finance, operations, compensation, payroll, benefits, Quickbooks, and business strategy.

Additionally, William 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.

Key Areas of Expertise and Credentials

  • Certified Financial Planner
  • Chartered Life Underwriter
  • Enrolled Agent
  • QuickBooks Certified ProAdvisor for QuickBooks training and support
  • Speaks English and Spanish


  • MS in Finance – Golden Gate University
  • Master of Business Administration – University of Southern California
  • Bachelor of Science in Business and Management – University of Redlands

William resides with his family in Rancho Santa Fe, California.

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