In July 2026, our firm introduced a new name, brand, and website: hfco. Since 1967, we have helped privately held organizations, nonprofits, and family-owned businesses nationally and across New Jersey, Pennsylvania, New York, Delaware, Maryland, and North Carolina grow, plan, and preserve what they have built. Our new identity carries that work forward with a look and voice that reflect where our clients are headed.
This fall, the rebrand and website earned a Gold award in the 22nd Annual Davey Awards. We are grateful for the recognition, and even more grateful to the clients and team members whose voices shaped the brand from the start.
A Brand Inspired by What We Heard
Our new identity started with conversations. Before any design work began, our marketing partner Marketri interviewed hfco clients and team members about what they value most in our relationships and where they want to go next.
Those conversations returned to the same idea. Clients value a team that takes the time to understand their goals, stays with them for years, and brings forward-thinking guidance to their biggest decisions. That idea has guided our firm for decades through our tagline, Solutions through Listening, and it became the foundation of the brand that followed.
What hfco Represents for Our Clients
The new brand reflects the qualities our clients told us matter most:
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- Forward-thinking guidance that looks ahead to growth, succession, and legacy alongside day-to-day financial decisions.
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- Continued investment in technology that gives clients clearer insight and a smoother experience working with us.
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- Independence and long-term relationships, with consistent, invested teams who know each client’s story.
At the center of our new logo is a flame. It represents what happens when we work in lockstep with our clients, and that partnership sits at the heart of the brand.
Our website brings the same experience online. Visitors can explore hfco by service or by industry, and client stories put real outcomes front and center. From business advisory, valuation, and exit planning to tax, audit and assurance, employee benefit plans, and client accounting and advisory services, the path to the right team is clear and easy to follow.
Recognized With a Gold Davey Award
The Academy of Interactive and Visual Arts (AIVA) named the hfco rebrand and website launch a Gold winner in the General: Banking & Accounting category of the 22nd Annual Davey Awards. The awards celebrate standout work from small teams and independent creators, judged by more than 1,100 industry leaders. Gold typically goes to entries averaging 9 or higher on a ten-point scale.
The project was led by Marketri, with website design by Intero Digital. You can read the full award announcement here.
“Any time a firm rebrands and rebuilds its website from the ground up, there’s a lot riding on it, especially with nearly 60 years of history behind the name,” said Ande Grubb, Chief Operating Officer and Integrator at hfco. “It was important to us to reflect our future-focused mindset while honoring the essence of the firm and its evolution. Marketri and Intero Digital captured that vision, and this recognition validates our decision. Our whole team is thrilled.”
Where We Go From Here
A new name marks a milestone, and the work that matters most continues in our client relationships. We are bringing the same curiosity that shaped this brand to the questions our clients bring us: how to grow with confidence, navigate complexity, prepare the next generation, and plan for a successful exit.
Thank you to our clients, our team, and our partners at Marketri and Intero Digital for helping us tell our story. We look forward to the conversations ahead.
Explore our services or connect with our team to start a conversation about what’s next for your organization.
