One of Jewish Atlanta’s venerable names in accounting is going away.

Habif, Arogeti & Wynne is rebranding itself as Aprio, the Sandy Springs-based, accountant-led business advisory firm announced in mid-January.

When the firm started to examine its future last year, it didn’t plan to change its identity but decided to adopt a name that reflects its approach to business and its commitment to its clients, CEO Richard Kopelman and Chief Marketing Officer Danielle Berg said.

After countless brand interviews involving associates and clients, the firm’s leadership decided to select a name that would be modern while symbolizing 65 years of client service.

“Aprio is derived from the root words that mean head and heart and defines what it means to be a modern CPA business advisory firm,” Berg said. “We provide expert advice and a passion towards guiding clients towards their next endeavors.”

The firm, which also has offices in New York and Florida, will operate as HA+W | Aprio for two years as a transition to being known exclusively as Aprio.

Habif, Arogeti & Wynne has been part of Jewish Atlanta for more than six decades. Now with more than 400 partners and associates, Aprio is the largest CPA-led advisory firm in Georgia.

“Our clients expect and get far more than tax and compliance advice. We speak nearly 30 languages in house, and 25 percent of our associates are foreign-born — unheard of among firms our size, but critical to providing the best insights and counsel for today’s global businesses,” Kopelman said.

Aprio not only helps clients with traditional accounting services, but also advises businesses on ways to succeed and grow, Kopelman said. “We help clients envision the future and implement the most efficient path toward it.”

Aprio’s new tagline, “Passionate for what’s next,” is tied to the firm’s culture and its effort to attract and retain associates. “Our goal is to be the employer of choice in the accounting industry,” Berg said. “Our associates see Aprio as a great place to build their careers while doing meaningful work for clients.”

In 2016 the firm launched the Aprio Foundation, which is entirely employee-led. Aprio also has fostered programs for millennials and associates at all levels based on ideas and feedback from employees.

“Aprio is an amazing place to work,” Kopelman said. “We do interesting work with clients that helps them take on what’s next.”