((L-R) The Exemplar Wealth Advisors team: Emma James, David Rosell and Breanna Billeter | Photo courtesy of Exemplar Wealth Advisors)
Local Spotlight: As Bend’s Small-Business Scene Booms, Exemplar Wealth Advisors Helps Owners Prepare for Their Next Big Chapter
If it feels like there’s a new food truck, boutique agency, or outdoor gear startup popping up every week in Bend you’re not imagining it. New data confirms that Bend now leads the nation in small businesses per capita and ranks among the top cities in America to start a business.
But while Central Oregon has become a magnet for bold ideas, another reality is quietly taking shape: many of the founders who helped build this ecosystem are getting ready for what comes next retirement, reinvention, or a long overdue season of “finally catching up on all that skiing.”
Recognizing this shift, longtime local firm Rosell Wealth Management has officially rebranded as Exemplar Wealth Advisors, marking a major milestone after 25 years serving the region’s successful families, entrepreneurs, and soon-to-retire achievers.
Founder David Rosell, a Bend resident since 2000, says the change was inspired by a growing need he saw among clients who had built impressive businesses but weren’t sure how to exit them without leaving money or peace of mind on the table.
“Bend’s business ecosystem has matured dramatically over the past two decades,” Rosell said. “So many of the people who shaped this community are now thinking about life’s next chapter. But without strategic planning, owners can easily lose 30-40% of their business value to taxes and bad timing.”
It’s a national trend too. Roughly 41% of U.S. businesses are owned by baby boomers, many preparing for transition. Locally, that wave is well underway.
To meet it head-on, Exemplar has added its long term team member Emma James as a partner and launched the 6% Advantage, a proprietary process that helps business owners maximize sale proceeds through timing, tax strategy, asset protection, and purpose.
“Most business owners start planning their exit about six months before they sell,” James said. “But when we start three to five years early, we can still dramatically improve the outcome and help them breathe a lot easier in the process.”
The firm’s new name, Exemplar, reflects both the excellence of the clients they work with and the standard they aim to uphold.
“Our clients are exemplary people who’ve built exemplary businesses,” Rosell said. “We wanted our brand to reflect that.”
And in keeping with that spirit, the firm has adopted a new tagline: Make It Count a motivational reminder Rosell says applies just as much to the next season of life as it does to financial planning.
While the branding, logo, and look have changed, Rosell is quick to point out that the heart of the firm remains the same: helping successful people especially those at or near retirement navigate complexity, protect what they’ve built, and step confidently into financial independence.
“Whether someone’s selling a company, retiring from a long career, or just looking to simplify things, our mission is to help them Make It Count,” Rosell said.
With Bend’s business landscape continuing to grow and evolve, Exemplar Wealth Advisors is stepping into its next chapter right alongside the community it calls home.
More information about the firm and its 6% Advantage exit-planning process can be found at XMPLR.com.
