M&A Brand Therapy: Sorren’s Approach to Uniting 16 Firms

In today’s episode of Spiraling Up, we explore one of the boldest moves in the accounting world: the creation of Sorren, a new Top 50 accounting firm formed through the merger of 16 independent firms.

We’re joined by two of the leaders behind this remarkable merger — Tara Davis, National Marketing Director, and Heath Alloway, Growth Partner — who take us inside the real story:

• How five long-time peer firms planted the seed for a larger merger
• How the idea spread to 16 firms within the BDO Alliance
• What it takes to align cultures, systems, processes, and people
• How they brought together hundreds of employees under a new shared mission, vision, and values

From the M&A strategy to the brand rollout, from overcoming fears and rumor mills to building trust and identity, Tara and Heath share candid insights into the challenges and breakthroughs that shaped Sorren’s launch.

Whether you're navigating a merger, thinking about joining one, or simply curious about how large-scale integration actually happens, tune in for this masterclass in communication, culture, and leadership during transformation.

CHAPTERS:
00:00 Introduction
00:34 Welcome
01:30 Mergers and Acquisitions
05:42 Background
14:36 M&A Brand Therapy Session
15:29 How Do We Bring 16 Firms Together? 
23:07 Rebranding Worries
26:03 Rebranded Company's History
29:32 How To Advise An Exhausted Rumor Killer
33:58 We've Been Bought Out By The Man
39:45 The Impact on a CPA'S Career Trajectory
48:04 How Will a legacy Employee's Voice be Heard? 
51:47 Pivotal Story
52:21 Welcome
52:47 All Things M&A
53:31 Current Climate For Quality
55:36 Due Dilligence Before Brand Integration
57:27 Success Stories and Nightmares

Visit Sorren's website: https://sorren.com/
Connect with Heath on LinkedIn: https://www.linkedin.com/in/heath-alloway/
Connect with Tara on LinkedIn: https://www.linkedin.com/in/taradavis-sorren/