Jeff Bourdage: Trusted Advisor, Teacher at Heart, and Humble Champion for Small Business

Celebrating the legacy of a partner who built lifelong client relationships, helped shape a growing firm, and embodied the people-first spirit of Jones & Roth.

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A Career That Started with Family — and a Promise Not to Marry an Accountant

Jeff’s Jones & Roth story begins long before he ever joined the firm.

When he was dating the woman who would become his wife, she told him plainly:

“I’m not marrying a CPA.”

Jeff was a marketing major at the time, and she had grown up in a CPA family. But halfway through college, Jeff felt a pull toward accounting. He switched majors, got married anyway, and built a 40-year career that proved accountants can be warm, personable, funny, and deeply connected to people.

In 1976, Jeff joined Roth & Rice, the small two-partner firm led by his father-in-law, Dave Roth. The office was tiny — two partners, three receptionists, two bookkeepers, one staff accountant — and full of people who communicated by simply yelling down the hallway.

Jeff later joked:

“I started in a small office, and 40 years later I ended up in a big office — without ever moving.”

As the firm grew and merged into Jones & Roth, Jeff grew with it.

Finding His Calling: Individual Clients and Small Businesses

Coming from a small firm, Jeff quickly realized where he thrived: individual clients, family businesses, and entrepreneurs.

Clients would often tell him:

“You don’t seem like an accountant.”

Jeff took that as the highest compliment.

He never wanted a client to feel intimidated or talked down to. His goal was to teach, to help clients understand, and to build genuine connection.

“I was always working with them, not above them.”

Jeff built a reputation for being approachable, warm, and deeply trusted — qualities that made him beloved by clients and colleagues alike.

A Lesson in Putting People First

Jeff’s commitment to relationships wasn’t just something his clients experienced — it was something he intentionally passed on to the next generation of professionals.

One memorable example comes from Partner Brian Newton, who was still an intern when he first worked with Jeff.

Brian had been assigned to assist with one of Jeff’s long-time clients. Wanting to make a strong impression, he thoroughly reviewed the client’s file and prior-year tax returns before their meeting. He arrived prepared to discuss technical issues and demonstrate his understanding of the engagement.

Instead, Jeff began the conversation in a completely different way.

“He started by asking me about my life, my family, and my interests. He even asked about my recent wedding, which surprised me because I didn’t know he was aware of it.”

When the conversation turned to the client, Jeff again focused not on tax strategies or technical details, but on the people behind the return. He talked about their family, their children, their involvement in the Eugene community, a recent trip they had taken to Europe, and what he enjoyed most about working with them over the years.

For Brian, it became a defining moment early in his career.

“That was my realization that what we do is for real people and that we can positively impact their lives through the work we do. Jeff was the clearest demonstration of living the People First value of Jones & Roth.”

The lesson stayed with him: technical expertise is essential, but understanding and caring about the people behind the numbers is what transforms a service provider into a trusted advisor.

That perspective was at the heart of Jeff’s approach throughout his career and remains one of the many ways his influence continues to shape the culture of Jones & Roth today.

A Teacher in the Profession and the Community

Jeff’s love of teaching extended far beyond daily projects.

He became the youngest SCORE member in his region — working alongside retired executives in their 60s while he was still in his 40s. For more than 20 years, Jeff taught at SCORE’s quarterly small-business conferences, covering topics like recordkeeping, tax basics, and starting a business.

He regularly earned top ratings alongside the marketing speaker — something he teased him about:

“Look at the topic I get to talk about compared to you — and I’m still beating you in the ratings!”

He also taught at schools, mentored young clients, and guided new entrepreneurs with patience and enthusiasm.

Growing Into Leadership — and Helping the Firm Grow Too

As the firm expanded through mergers and new offices, Jeff naturally gravitated toward leadership. He learned from partners such as Roger Noah, Mike Lewis, Robin Matthews, Nicole McOmber, and Jeremy Prickel.

He admired each for different reasons — Robin’s tenacity, Nicole’s calm and caring nature, and Jeremy’s wisdom and steady leadership even as a young professional.

Jeff deeply valued the partner group, calling it:

“A talented group of friends … the people who really propelled the firm.”

He never felt like an outsider. From receptionists to bookkeepers to partners, he considered colleagues his family.

Colleague Connections That Lasted a Lifetime

Jeff’s closest professional friendships endured long after retirement. Among them were Robin, whom he admired for her brilliance and grit; Nicole, who shared his calm, client-centered approach; and Jeremy, his longtime friend whom he proudly watched rise to Managing Partner.

He also speaks fondly of Diane at the front desk, whom he called “our rock” for her ability to handle any situation with grace.

But Jeff’s influence extended far beyond friendship. He helped shape the careers of countless professionals who learned from his example, including Partner Tricia Duncan, who credits Jeff as her first mentor.

“I worked with Jeff for years. He was my first mentor. I appreciated his people-first approach to everything he did. You always knew Jeff cared about you.”

One of the most significant lessons Jeff passed along was that understanding clients as people — not just as tax returns or financial statements — was essential to serving them well.

“His approach to working with clients influenced mine. Getting to know the clients, their families, and what is important to them drove the work.”

Jeff believed technical expertise was only part of the job. The real value came from helping clients navigate challenges with confidence, clarity, and support.

“How can we help them work through compliance issues as easily as possible? How can we help them address tough business decisions with a plan and support along the way?”

That philosophy was reflected in the way Jeff communicated. He had a gift for taking complex technical matters and making them understandable and actionable.

“He had a great way of taking complex topics and presenting them in a clear, effective way for clients, focusing on the important items and what they meant for the client.”

For Tricia, Jeff’s personal qualities were every bit as important as his professional expertise.

“I appreciated Jeff’s calm approach, friendly demeanor, and caring heart. He had a strong influence on my career as a CPA and future firm leader.”

His mentoring legacy can be seen throughout Jones & Roth today — in the professionals he developed, the leaders he influenced, and the client-service philosophy he helped instill across generations.

As Brian Newton’s story and Tricia Duncan’s reflections both demonstrate, Jeff taught those around him that accounting is ultimately about people. Technical excellence matters, but meaningful relationships are what create lasting impact.

He often said the constant thread throughout his career was simple:

“The people. Always the people.”

A Front-Row Seat to 40 Years of Change

Jeff’s career spanned the most dramatic period of technological change in the profession.

When He Started

• Tax returns were completed entirely by hand.
• Mistakes meant erasing entire pages.
• One missing document could delay a return for weeks.
• Workpapers consisted of pencil, paper, and math checks.

Then Came the Next Era

• Input sheets were sent to a remote service bureau.
• Pencil-filled forms were shipped off and returned a week later.
• A single wrong number often meant starting over completely.

And Then the Computer Age Arrived

• Early, slow, and crash-prone software.
• Training staff and clients on new systems.
• Real-time “what-if” scenarios with clients.
• Dramatically increased efficiency.

Technology allowed the firm to grow — but it also created tension. As efficiency increased, so did billing rates. Jeff struggled with that, especially given his close relationships with small-business clients.

“I wasn’t the greatest biller. My clients were my friends.”

He understood the economics, but he never stopped caring about the people.

Clients Who Grew Alongside Him

One of Jeff’s most memorable clients was a restaurant franchise owner who came to Eugene with seed money to start Oregon locations and grew aggressively throughout the state.

Jeff watched as the client expanded across Oregon and moved into additional franchise opportunities.

“If he had a dime, he would spend a dollar to open another place.”

Those long-term clients — entrepreneurs, family businesses, and everyday people — were the heart of Jeff’s career.

Leaving a Legacy of Humility, Heart, and Teaching

When Jeff retired in 2016, he retired fully — no tax returns, no consulting, no side work.

He laughs about the idea of doing his own return on TurboTax:

“Do I really want to learn TurboTax at this point? No thanks — I’ll let the experts do that.”

Today, Jeff spends his time hiking, remodeling his home, tackling projects, and enjoying an active life with his wife in Bend. He still stops by the office occasionally — usually to drop off his perfectly organized tax documents.

What Jeff leaves behind is not just decades of service, but a legacy of:

• Genuine client connection
• Mentorship
• Humor
• Humility
• Dedication to the people around him

He helped shape what Jones & Roth is known for today: a firm built on relationships, empathy, and meaningful impact.

Jeff didn’t just serve clients — he cared for them.

He didn’t just do the work — he taught, supported, and uplifted others.

He didn’t just build a successful career — he helped shape the culture and future leaders of Jones & Roth.

And more than anything, he showed that putting people first is not just a value statement — it’s a way of life.