ROC Advisors is a financial leadership and advisory firm located in Edmonton, Alberta. Founded by Justin LaRocque, the firm focuses on empowering local businesses and organizations to achieve sustained growth and operational excellence. With over a decade of experience in strategic financial management, LaRocque leads a team dedicated to aligning financial strategies with business objectives.

The company offers a range of services, including fractional CFO services, strategic financial leadership, business growth and exit planning, organizational alignment, and financial management in complex situations. ROC Advisors utilizes frameworks like EOS and DiSC to enhance team dynamics and communication. The firm primarily serves small to mid-sized businesses across various industries, helping them improve financial performance and prepare for growth or transitions.