William “Bill” Super is the founder of William Super CPAs & Consultants, a practice that helps business owners and their families, and families with wealth with estate and charitable planning, family legacy and philanthropic planning, succession planning, exit planning and building the overall business value. The firm focuses on proactive, collaborative planning so business principals attain their long-term business objectives and maximize organizational value as well as overall family goals. Super founded the firm in 2007 after moving from Seattle.

Super is also president of the North County Estate Planning Council-San Diego, which complements his practice. The council is a dynamic group, consisting of the premier estate planners in San Diego. The council features nationally renowned speakers who educate the council’s membership on the most current estate planning legislation, cutting-edge planning techniques and an understanding of family dynamics. These programs, in turn, allow the council members to provide tremendous value to their clients in meeting clients’ long-term financial and family objectives.

Super says that many business owners are too focused on working in the business rather than on the business. He helps business owners build something of long-term value rather than just creating a job for themselves. He feels that many business owners just work hard until they die or retire and never build a business to last. They never create a business of value that can be sold or passed on to the family or transferred to the business’s employees.


Name: William “Bill” Super.

Organizations: William Super CPAs & Consultants — founder.

And North County Estate Planning Council-San Diego — president.

Education: B.S. in accounting, University of Virginia, 1976

M.S. in tax, Golden Gate University, 1984.

Birthplace: Alexandria, Virginia.

Age: 58.

Current residence: Carlsbad.

Family: Wife, Glenda, and daughters: Kailena and Noelani; and five cats.


Essential working philosophy: Work hard and play hard, you only go through life once, give it your all — Kaizen, ever improving.

Best way to keep a competitive edge: Being proactive, innovative, caring and helping clients address their challenges and what keeps them up at night.

Guiding principles: Collaboration with the common goals of helping my clients to achieve their goals.

Yardsticks of success: Making a


Goals yet to be achieved: To ever improve the statistics that underlie the “shirtsleeves to shirtsleeves in three generations” as it applies to families with wealth, businesses and enterprise.


Best professional decision: Moving from the world of compliance to one of proactive, innovative planning; making a difference. Moving to beautiful, sunny San Diego.

Toughest professional decision: Leaving the great planning community in Seattle encompassed by my many friends and collaborators of the Estate Planning Council of Seattle and the Northwest Family Business Advisors.

Biggest missed opportunity: Not moving toward a consultative planning practice sooner.

Mentor: Phil Owens, a great planning oriented CPA I met as I started my career in Washington state; he fed me experiences in complicated business and tax situations and taught me that taxes are only a small piece of the puzzle: you have to look at many factors including business, economic, financial, legal, and people issues with business sense, tax sense, and common sense.

What you like best about your job: Helping my clients achieve their goals and discovering what is important to them.

Most important lesson learned: Looking forward; if you do not know where you are going, how are you going to get there?

People most interested in meeting: Warren Buffett and Bill and Melinda Gates, who have done great things in business, but are equally as passionate about making a difference in the world.

Three greatest passions: My wife, Glenda, and family, reading and music (rock).

First choice for a new career: Philanthropy: helping people leave a legacy, make a difference, and give back to the community.


Favorite quote: “The question isn’t, ‘How do you prepare your money for your family?’ but ‘How do you prepare your family for your money (or business)?’” — Tom Rogerson.

Most influential book: “Good to Great,” by Jim Collins and “Values-Based Estate Planning,” by Scott Fithian.

Favorite restaurant: Georges at the Cove in La Jolla.

Favorite place for business meetings: My client’s business or home; that is where the action is.

Favorite vacation spot: Maui, we are beach people.