Personal-finance website, WalletHub, recently released its report on 2025’s Best Small Cities to Start a Business and ranks Bend as the nation’s top small city for small businesses per capita and 7th best overall to start a business. Longtime local wealth management firm is evolving to meet this critical need emerging in Central Oregon’s entrepreneurial community: helping business owners successfully exit the companies they’ve spent decades building.
As more founders achieve success, a new challenge is emerging: how to exit those businesses strategically. According to a 2025 study by Guidant Financial, 30% of U.S. small businesses are owned by baby boomers, many preparing to sell or pass their companies on. Locally, that reality is driving a new wave of business transitions—and creating demand for expert guidance.
To meet that need, Exemplar Wealth Advisors—formerly Rosell Wealth Management—officially launched today with a sharpened focus on exit planning for the region’s thriving small business community. After 25 years serving Central Oregon families and entrepreneurs, founder David Rosell recognized that many of his neighbors faced a common challenge: they had successfully built valuable businesses but lacked a strategic plan to capture that value when it came time to sell.
“Bend’s business ecosystem has matured dramatically over the past two decades,” said Rosell, a local resident and author. “The outdoor industry pioneers, tech entrepreneurs, and service business owners who helped build this community are now thinking about their next chapter. But most don’t realize that without proper planning, they could lose 30-40% of their business value to taxes and poor timing.”
The rebrand reflects this strategic pivot and recognizes Emma James, a seven-year team member with the firm, as a new partner in Exemplar. Together, they’re deploying the 6% Advantage™—a proprietary process designed specifically for business owners to maximize sale proceeds through strategic timing, tax minimization, asset protection, and legacy planning.
“Business owners aren’t just selling a business—they’re setting the stage for what’s next.” James said. “Most business owners start planning their exit six months before they sell. When we start three to five years out we can still dramatically impact the outcome.”
The name Exemplar honors both the entrepreneurial clients who have made Central Oregon their home and the firm’s commitment to excellence. “Our clients are exemplary people who’ve built exemplary businesses in this community,” Rosell noted. “We wanted our name to reflect that standard.”
While the firm’s look has changed, its mission remains steadfast. “Our dedication to providing exceptional service and guidance is stronger than ever,” Rosell continued. “We’re here to help clients simplify the complexities of their finances, empower them to feel financially self-actualized, and ensure they MAKE IT COUNT in their years of financial independence.”
This story is based on submitted information and has not been verified by our news team.
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