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Founder's Vision

To Our Clients (both present and future) and Visitors:

In 1995, when I made the decision to form a new firm, I knew I had to do something different. The public accounting profession has a long and respected history as the provider of independent, objective, historical information. Clients need more today, though. It is no longer sufficient to produce historical financial statements and tax returns. Those are necessary items, no doubt about it, but they do not help small business owners run their businesses better. At the same time, I knew that there is an inherent conflict of interest if you design business systems and then attest to the accuracy of their output and performance. Accordingly, we have never performed financial statement reviews or audits.

I started with a simple idea: Begin with the goals of the business owner in mind and provide services that will help him or her attain them. Most individuals who start a small business do so for a multitude of reasons. Those reasons include the desire to better control their life, to attain financial goals, to provide a better service or produce a better product, etc. What could my organization do to assist in the pursuit of those goals?

Our vision revolves around pro-active, forward-thinking services that can be broken down into three basic disciplines: Personal Financial Planning & Investment Management Services, Business Advisory Services, and of course the Traditional Tax & Accounting Services which, as CPA's, we cannot wholly abandon. The key is in providing an array of services that address the overall financial goals of the business owner, the troubling areas of owning, managing and building a small business, and the functional level tax and accounting needs of the owner and the business. We still hold dear the CPA's ideal of objective, independent service. Because of that, we do not sell any financial products. We do not sell insurance, mutual funds, annuities, etc. Instead, we refer you to individuals who do, once your needs are established. Through Gordon & Associates, P.A., CPAs, we provide the Tax, Accounting and Business Advisory Services. Through Gordon & Associates Financial Advisors, Inc., which I formed in 1998, we provide fee-only financial planning, investment advisory, money management and wealth management services.

In providing these services, we operate according to the original Golden Rule: "Treat others as you would want them to treat you." This idea manifests itself in many ways. We try to educate our clients, in the belief that a more aware & knowledgeable client is better able to help us to help them. We do not bill our clients for quick phone questions. We provide itemized bills so that you always know who worked on your projects, when they worked on it, and how much it cost you. There are many other examples, but the common thread is the ideal of providing you with the type of service that we would demand if we were the client…

Thank you for taking the time to visit our site. If you have any questions about how we can serve you or suggestions for how we can better serve you, please e-mail me at

Horace C. Gordon, IV