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Trevor Holly

President, Sage Rutty & Co., Inc.

Years in current role: Less than 1

What has been your organization’s biggest success over the past year?

I am very proud of the way in which we handled the transition of the leadership of the company from my father to me this past year. My father, Wayne, had been President since 1993, and we have been actively working on a succession plan since 2017. The slow, methodical, and thoughtful way that he executed on this plan has allowed us to not miss a beat since he assumed the Executive Chairman role. I cannot overstate the importance of having a solid transition plan in place for business owners who are looking to pass the baton to another generation of leadership. It doesn’t need to be complex, it just needs to be followed, and adjusted accordingly.

What are your expectations for the next 6-12 months?

We will continue to find our “new normal” as we all navigate what post-pandemic work looks like. I look forward to reshaping our already-strong culture to reflect the realities of the current environment. In addition to this, we have some really exciting technology roll-outs planned for early 2023 that should benefit our advisors, staff and, most importantly, our clients. I’m excited to get that project over the finish line.

What advice would you give somebody just starting out in your industry?

Be patient. It takes time to build up the knowledge and experience necessary to excel in the financial services profession. I think people starting out in our industry see the end-product of what a successful financial advisor looks like, and that is attractive to them. What they don’t see are the 15-20 years of blood, sweat and tears that went into creating that finished product. It’s a long road, and a lot of people get frustrated and quit well before the pay-off. Stick with it.

What is one personal goal you have for the next year?

Well, I would very much like to have the year begin with a certain team that plays close to here win a very specific game in early February. If that were to happen, everything else for the year would be gravy!

In all seriousness, with the leadership transition taking place this year, I did not get to see my friends as much as I’d like, and I was unable to take a vacation with my family. I’d like to make it a point to remedy that in 2023.

What are your favorite things about Rochester?

So many things to choose from… where do I begin? First off, it’s affordable, and this is a great town to raise a family in. We have an awesome music scene, world-class craft brewing, the Finger Lakes (Team Keuka, all the way!), Strong Museum of Play, Red Wings, Amerks, and amazing restaurants. I love it here!

This profile is part of Rochester Business Journal's Power 30 Banking & Finance list for 2022. Information used in this profile was sourced from the honoree. View the full list at


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