As the third generation of Eagle Capital Advisors’ founding family, William Rice is deeply committed to the idea that family is at the heart of everything they do. “We are a family serving families,” he often says. And that’s exactly how he treats his clients—as an extension of the family. “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,” William shares.

William’s approach to building trust with clients is honesty and transparency. “We share our process openly and welcome questions,” he explains. Our clients deserve to know how we do things and understand what investments they own. We truly value our relationships and believe in treating people how they want to be treated.” This commitment to genuine care and communication sets William and his team apart.

As chief operating officer, William has a full slate of responsibilities, from developing and implementing business strategies to overseeing marketing, sponsorships, and networking efforts. Yet despite his busy schedule, William maintains a laid-back and approachable style. Those who know him will tell you that he loves to have fun while remaining professional, making him a natural leader who connects easily with clients and colleagues.

Before joining Eagle Capital Advisors, William worked as a financial advisor and financial planning specialist at Citi Smith Barney and Morgan Stanley. He earned his BBA in finance from the University of Texas at Tyler and an associate’s degree from Kilgore College. His experience in finance has only strengthened his belief in the importance of family-centered wealth management.

Beyond his professional life, William is passionate about giving back. An animal lover, he was proud to be part of the Leadership Longview class that built an animal shelter for the Women’s Shelter of East Texas. Alongside his wife, Alesha, William has fostered over 150 animals through Lone Star Transport Dogs, a nonprofit dedicated to finding new homes for needy dogs.

Born and raised in Longview, William lives here today with Alesha and their children, Liam, Kyzer, and Axten. Family life is central to William, and one of his greatest joys is spending time with loved ones. His home is where friends and family gather regularly, and his passion for cooking is at the heart of these gatherings. “We always have friends and their kids over. Our house is the hangout spot,” William says with a smile. “I cook almost every night—I’ve got a smoker, and I love sitting outside, smoking food, and enjoying a nice drink with friends.”

William’s approach to life—whether with clients, family, or friends—centers on creating meaningful connections and fostering an environment where people feel cared for and valued. His dedication to both his work and his community reflects the values he holds dear.