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The CBIZ Rebrand: A $600M Identity Crisis?
Why Marcum LLP's digital footprint got swallowed by a corporate giant
The domain marcumllp.com redirects to cbiz.com—a massive corporate rebrand that raises a critical question for founders: does losing your brand identity destroy decades of digital equity?
"When a $588M firm erases its digital brand, it's not a merger—it's an erasure of market presence."
The Acquisition Strategy
Marcum LLP was acquired by CBIZ, a professional services giant. The domain marcumllp.com now redirects to cbiz.com, effectively burying the Marcum brand. For investors, this signals a classic rollup strategy: acquire, absorb, and eliminate redundancies. For customers, it means losing a trusted local name for a faceless corporate entity.
The SEO Fallout
The data reveals the cost of this rebrand. While 'Marcum' still commands 3,400 monthly searches, the domain shows zero traffic—likely due to redirect tracking failures or delayed indexing. The 'Fobortnick' keyword (370 monthly searches) suggests niche regional recognition that's now being diluted. This is a cautionary tale for any founder considering an acquisition exit.
The tech stack tells its own story: jQuery, Bootstrap, and core-js suggest a legacy system that's been 'CBIZ-ified' rather than rebuilt. The presence of Accessibe's blog on the 'about' page is a glaring SEO error—content cannibalization that hurts both brands. This isn't seamless integration; it's digital chaos.
- The 'Marcum' brand still generates 3,400 monthly searches, but the domain redirects to a generic CBIZ page
- Key pages like 'careers' and 'privacy' still live on marcumllp.com, creating a fragmented user experience
- The tech stack is a patchwork of legacy tools (jQuery) and modern frameworks (Tailwind, Ant Design) that don't align
The $600M Question
When you sell your firm, do you sell your brand? CBIZ says yes—but Marcum's 3,400 monthly searchers say no.
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Professional Services for Business Growth | CBIZ
CBIZ delivers tax, accounting, benefits, insurance, and technology services—customized to solve challenges and unlock growth opportunities.
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About marcumllp.com
CBIZ delivers tax, accounting, benefits, insurance, and technology services—customized to solve challenges and unlock growth opportunities.
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marcumllp.com uses 25 technologies across their website including AccessiBe, Adobe Fonts, reCAPTCHA, and more.
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