William Rice IV
William Rice IV Founding Partner & COO, ECA Wealth Advisor, RJFS

As the third generation of Eagle Capital Advisors’ founding family, William is fond of telling people that they “are a family serving families.” Of course, his goal is to make his clients feel like family as well. “I want our clients to be confident in knowing that we will always act in their best interest and take care of them from generation to generation,” says William.

Honesty and transparency are hallmarks of how William and the team conduct business. “We share our process and welcome questions. We want our clients to see how we do things and know what investments they own. We truly appreciate our relationships and treat people how they want to be treated,” William says.

In addition to serving his clients, William has a full range of responsibilities as chief operating officer. It includes developing and implementing business strategies, plans and procedures, and managing marketing, sponsorships and networking. Despite his busy schedule, those who work with William will tell you that he still manages to be laid back and likes to have fun while being professional.

William co-founded Eagle Capital Advisors in 2019, together with his father and grandfather. An important part of that event was affiliating with Raymond James. “We found a firm with core values that aligned with ours,” William says. “We weren’t just another number in the system. People know you by your name and give you the respect you deserve. We saw that Raymond James puts the client first, and we love the freedom that Raymond James gives us to serve our clients as best we see fit.”

Previously in his career, William worked as a financial advisor and financial planning specialist at Citi Smith Barney and Morgan Stanley. He earned a BBA in finance from the University of Texas at Tyler and an associate’s degree from Kilgore College.

As an animal lover, William was proud to be part of the Leadership Longview class that built an animal shelter for the Women’s Shelter of East Texas. William and his wife have also fostered over 150 animals through Lone Star Transport Dogs, which is dedicated to moving dogs to locations where they can be adopted.

William was born and raised in Longview and lives here today with his wife, Alesha, and their children, Liam, Kyzer and Axten. Outside of work, cooking is William’s passion, along with family and friend time. “We always have friends and their kids over. Our house is the hangout house. I cook almost every night of the week. I have a smoker and love to sit around outside and smoke food. I enjoy having a nice drink with friends.”