Longtime New Jersey independent advisory and accounting firm Haefele Flanagan has officially announced a major corporate rebrand, shortening its name to hfco.
The transition, which introduces a refreshed visual identity and an updated digital presence at hfco.com, marks a milestone in the firm’s nearly six-decade history of serving privately held organizations, family-owned businesses, and nonprofits across New Jersey and the broader mid-Atlantic region.
Originally founded in 1967 as a localized practice catering to small and mid-sized businesses in southern New Jersey, the firm has steadily scaled into a comprehensive advisory and accounting powerhouse. Today, hfco operates across New Jersey, Pennsylvania, New York, Delaware, Maryland and North Carolina, offering an array of specialized services including tax strategy, audit and assurance, business valuation, transition and exit planning, M&A advisory, and technology solutions.
“Solutions through listening has always been more than a tagline for us,” Jim Haefele, leading partner at hfco said. “This rebrand is our way of showing up more clearly for the clients we serve and the communities we’re part of. The look is bold and innovative which reflects what we’ve become while our commitment remains the same.”
Headquartered out of the Tall Oaks Corporate Center in Maple Shade, the firm has continued to heavily invest in its technological infrastructure and deep industry specializations—ranging from construction and manufacturing to transportation and nonprofit sectors.
Chief Operating Officer Ande Grubb emphasized that the rebrand serves as a bridge between the firm’s historic client-first culture and its future trajectory.
“We’ve grown alongside our clients for decades,” Grubb said. “This new brand reflects that growth and signals what we’re building toward: a firm that combines the depth of a long-term partner with the thinking and tools of a modern advisory practice.”
The updated hfco brand identity is live across all public channels, marking a fresh chapter for the prominent Garden State institution.
