Longtime St. Petersburg accounting firm announces rebrand

SBF Advisors, a St. Petersburg accounting firm that merged with another firm in February, has officially rebranded.

The firm is now known as Sorren. According to a release, the name Sorren blends the meanings of “master of craft” and “coming together as one,” which represents the shared values and collaboration that brought the two firms together.

“Our local business community is growing more sophisticated and facing more complex challenges,” Sorren President Josh Tyree says in the statement. “By coming together as Sorren, we’re strengthening our ability to meet those challenges with deeper expertise, expanded services, and smarter solutions — all while staying rooted here in Tampa Bay.”