Rob Odishoo, AWMA™, CEPA®, CPFA®, is a Financial Advisor and Senior Portfolio Advisor with Merrill who specializes in working with business owners. His practice focuses on helping owners align personal financial planning, retirement plan strategy, and exit planning objectives throughout the business lifecycle.

As both a Certified Exit Planning Advisor® and Certified Plan Fiduciary Advisor®, Rob brings a unique perspective on how qualified retirement plans can support owner readiness, wealth diversification, employee retention, and long-term value creation. He works with business owners to integrate retirement plan strategy into broader conversations around enterprise value, succession planning, and successful business transitions.

Rob has more than 20 years of experience in wealth management, banking, and advisory services. He earned his bachelor's degree from the University of Southern California, where he met his wife, Janelle. Together, they founded and operated a technology business, providing firsthand experience with the opportunities and challenges business owners face. They now reside in the Dallas-Fort Worth area and have one daughter, Jessica.