First thing’s first, nothing about our service is changing. We’re really proud of our clients, our services and how we deliver our work. In fact, our old brand didn’t reflect the true quality and impact of what we do and it’s why we made these changes.
If you’ve seen our old website, you’d be forgiven for thinking we looked a little…generic. As a driven team of accounting experts, advisors, strategists and forward-thinkers, we’re anything but. The old Sundack didn’t feel like us and honestly, it was about time we made a change.
Our values
Like everyone, we’ve always had values but we couldn’t confidently say what they were. We wanted clarity so prospects could see what we stood for and our clients could know the standard to expect from us. At all times.
We weren’t looking for an inspirational poster for a break room wall e.g. something we’d invariably forget over time. No, we wanted to bring them to the forefront and use them in all our business interactions and decisions. Digging into who we wanted to work with, who we didn’t, and where we wanted to go, we landed on the three pillars.
They fundamentally reflect who we are and how we work. Here’s what we came up with.
Trust.
Confidence in us, confidence in yourself. We know it takes courage to start a business and fortitude to keep it going. The best way to ensure its success is total trust between the owner and their accounting team. We’re here to guide you in a way that cultivates confidence and excitement for “what’s next”. Our clients trust our advice and we trust they’re listening.
Straight-shooting.
We’re good people who get to the point. We’re abundantly forward, we’ll keep you on track by giving it to you straight. We know your main goal is peace of mind and it only comes from trusting our advice. We don’t spend time selling our services because if it’s our recommendation then it’s something you need.
Safety in risk.
Peace in knowing you’re good to go. We fundamentally believe in going for it, in taking the leap towards the next big goal, but we’ll make sure you’re prepared. Eventually you’ll stop questioning whether you can do something, you’ll just work out the details with us first.
The roots of Sundack.
It makes sense we’d eventually rebrand given Sundack’s owners are the sons of the original founder, Steven Sundack. Established in 1978, the firm was initially solely operated by Steven (from his home basement!). When things got busy, Jon started to work for his dad’s business during school semesters to help keep everything running.
Up until that point, he’d only seen the negative impact running a business was having on his dad. There were angry clients, missed deadlines and no systems. His dad was very stressed and constantly working. In fact, before he’d started working within the firm, Jon had actually written off ever working in the same industry.
To his surprise, and completely contrary to what he thought would happen, he found himself wanting to get more involved. Very strategy-focused, Jon’s business acumen meant he was fired up; intent on turning things around and making life a lot less stressful. Driven to improve and implement change, the pathways were clear and he carefully started the process of changing how things were run.
His brother Jarrett joined the team in 2010 as the operations manager, while also taking on a number of clients. This addition was incredibly welcome. It meant the day to day was in safe hands while Jon could continue overhauling the firm's services and processes. Their partnership was transformative.
Fast forward to today and Sundack is a company focused on mapping out our clients’ future, instead of unpacking the past. We focus on making them feel confident in their business. They have total trust in us as their financial advisors. We’re proactive, rather than reactive, regularly reaching out throughout the year to check-in and keep them on track to their goals.
So much of what we do has been gleaned from the early days. With such deep roots in the accounting industry, we know what it can look like. More importantly, we know what it should look like. Our new brand reflects who we are now.
We’re proud of who we are and who we work for.
Our website reflects who we serve, what we stand for, and of course, it just looks a hell of a lot better. We’ve got a brand that fits and we’re damn happy about it. Going from one person in the family basement, to a bustling business of 15 people, we’re deeply proud of where we are today.
And, because our brand’s aligned with who we are now, it’s back to doing what we love most. Managing, supporting and guiding hardworking business owners towards the success they deserve.
Onwards.