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.”

This is the third iteration of the company, which began in 1971 as Spence, Marston, Bunch, Morris & Co, which merged with Spoor & Associates before becoming SBF Advisors in 2016.

Along with the name change, leadership within the firm is also changing. Rich Franz, who was managing partner at SBF for two decades is now serving as COO at Sorren. Additionally, Steve Bunch is moving from partner to managing partner; tax partner W.G. Spoor will fill the role of national tax managing partner; and Advisory Partner David Harper will step into the role of national advisory managing partner.

Sorren is comprised of more than 100 employees across three office in Knoxville and Tampa Bay, according to its website.