BETTING ON HERSELF: TRACY CULICERTO’S JOURNEY TO BUILDING ASCENDHR

When Tracy Culicerto talks about building AscendHR, she doesn’t start with growth metrics or expansion plans. She starts with people.

She talks about her parents using retirement savings earned through decades in the coal mining industry to help fund her dream. She talks about bringing her infant son to client meetings during AscendHR’s earliest days. She talks about the mentors, coworkers, and family members who helped her navigate the challenges of entrepreneurship, motherhood, and leadership all at once.

And she talks about West Virginia.

“AscendHR is a West Virginia-built company, and I think that shows up in how we treat people,” Culicerto says. “We’re genuine, hardworking, and always willing to step in and help. I’m incredibly proud to be from West Virginia and honored to have the opportunity to support businesses across our state and beyond.”

That philosophy has shaped AscendHR from the beginning.

Founded in 2021 and headquartered in Beckley, West Virginia, AscendHR has grown from a startup operating out of a modest office with a gravel parking lot into a thriving PEO supporting thousands of worksite employees across many states. Along the way, the company has built a reputation for highly personalized service, strong client relationships, and a culture rooted in accountability and community.

As AscendHR approaches its five-year anniversary, Culicerto reflects on a journey that began with uncertainty, resilience, and a willingness to bet on herself.

Finding Her Path

Culicerto’s path into the PEO industry was anything but traditional.

As an undergraduate at West Virginia University, she originally envisioned a future in public relations and communications. While working at a local community bank, she later enrolled in the MBA and Leadership program at the University of Charleston, still unsure exactly where her career would lead.

Her father, who worked in the coal mining industry, repeatedly encouraged her to explore human resources.

“I’ve always been fascinated by people, relationships, and what drives both individuals and organizations to succeed — and sometimes why they don’t,” Culicerto says. “I’m a people person, and I’ve always believed in going the extra mile to take care of people, both personally and professionally. I think anyone who knows me would say I’m very much a ‘what you see is what you get’ kind of person. I value authenticity, honesty, and building real relationships, and that’s something I’ve carried into both my leadership style and the way we built AscendHR.”

Breaking into HR, however, proved difficult. Many positions required HR certifications, but certifications required experience first.

“I worked as a bank teller while earning my MBA and continued working at the bank after graduating, all while hoping someone would give me a chance in HR,” she recalls.

That opportunity came in 2015, when Jeff Mullins — the uncle of a fellow bank coworker — was expanding his West Virginia-based PEO and opening a second location in Beckley. Culicerto interviewed for the role but struggled through parts of the HR skills assessment. Instead of getting discouraged, she went home and researched every question she missed. In her follow-up thank-you note, she included the answers and explained that while she lacked direct experience, she would make up for it with hard work, determination, and a willingness to learn. It worked.

Over the next several years, Culicerto immersed herself in the PEO industry, gaining a deep understanding of how each aspect of the business works together — from payroll and benefits administration to HR, compliance, risk management, and client service. Along the way, she learned from very skilled coworkers and strong leaders within the company, gaining valuable knowledge and perspective that helped shape both her leadership style and passion for the industry. She also discovered what she loved most about the industry: relationships.

At the PEO where she began her career, clients expected a high-touch experience and personal connection. That service model left a lasting impression.

When the company was acquired in 2019, Culicerto gained valuable insight into how business operations, culture, and decision-making can evolve as a smaller organization becomes part of a larger corporate structure. The experience provided a learning opportunity that helped shape her perspective on leadership, service, and company culture.

The experience ultimately helped shape the vision for AscendHR.

Building AscendHR

The years surrounding AscendHR’s founding brought enormous personal and professional change and growth.

“The company I worked for was acquired, and navigating COVID, losing my brother, and becoming a mother completely reshaped my perspective,” Culicerto explains. “I came to the decision that it was time for a change, but I knew I wanted to stay within the PEO industry and continue supporting West Virginia employers in my home state while helping businesses and their employees.”

As she explored her next career move, she was surprised to discover how few West Virginia-based PEOs existed.

“I couldn’t find exactly what I was looking for, so I decided to create it myself,” she says. “I remember talking to someone who told me to go all in and bet on myself — and that conversation stuck with me. It gave me the push to take the risk, trust my instincts, and build something that reflected the kind of company and culture I believed in.”

Before launching her PEO, Culicerto sought guidance from industry experts and connected with industry veteran Jean Goldstein of PEO Advisory Services. Goldstein became both mentor and sounding board as Culicerto worked through financial models, operational planning, and the realities of starting a PEO from scratch.

“Looking back, we were a unique duo, a seasoned, fast-paced New Yorker with decades of PEO experience paired with a West Virginia entrepreneur determined to build something more. She was exactly what I needed at that stage of my life and business,” Culicerto says.

Then came the leap when AscendHR officially launched in 2021 thanks to generous support from Culicerto’s family.

“My parents took from their retirement to help us get started,” she says. “That’s a different kind of love and support that only parents can give. I’m incredibly grateful they believed in me and were willing to take that risk alongside me. At the same time, I understood the kind of pressure that came with that because I knew I couldn’t let them down.”

The early days were scrappy. A client who owned a Xerox company loaned the startup an old copier that only printed in black and white. Team members shared software accounts. Team members sat on the floor preparing folders and hand-labeling materials for the company’s first major implementation.

“We celebrated the small wins early on,” she says. “Everyone simply did whatever needed to be done. We kept a running goal list tied to the worksite employee count we knew we needed to hit as we grew the business. Every time we signed a new prospect, we would reduce the number on the paper in the hallway and get one step closer to the goal. Along the way, we’d also add things we hoped to accomplish for the company — whether that was finally getting a fancy copier or paving the parking lot. It allowed everyone to be part of the goal, not just see it from a distance but truly feel connected to it and proud of what we were building together. Those little moments kept us motivated and reminded us how far we had come.”

A White Glove Service Philosophy

Today, AscendHR differentiates itself through what Culicerto describes as a “white-glove” service model. While the company has continued to expand its geographic footprint — now holding dozens of PEO licenses and supporting businesses across the country — its core philosophy remains centered on accessibility, responsiveness, and personal relationships.

“At the end of the day, many PEOs can offer similar services,” Culicerto says. “What makes AscendHR different is how we deliver those services—and that starts with our team.”

That focus on relationships permeates throughout the organization. AscendHR employees, including Culicerto herself, will hand-deliver payroll checks when needed. They send baby gifts to clients welcoming newborns and celebrate birthdays and milestones with handwritten notes and small gestures designed to make clients feel valued.

“We try to be almost the Chewy of PEOs,” Culicerto jokes.

The approach seems to resonate. Since launching in 2021, AscendHR has experienced exceptionally strong client retention. Culicerto believes much of that success stems from hiring the right people who align with their mission.

“We can teach systems and processes, but we can’t teach someone to care,” she believes. “Relationships matter, but the true strength of a relationship really shows when things occasionally go wrong. Anyone can be there when everything is easy, but trust is built in how you communicate, respond, and show up for people during the challenging moments. That’s where service, accountability, and relationships really matter most.”

That philosophy also influences AscendHR’s approach to growth and client relationships. Rather than targeting only one industry, the company serves a wide variety of businesses, including physician practices, coal mining operations, nonprofits, auto dealerships, and startups. More important than the industry itself is finding organizations that value collaboration, trust, and partnership. AscendHR evaluates not only whether a company is a good fit for the PEO model, but whether the relationship is the right fit for both sides. From the start, the company has operated with the belief that not every opportunity is the right opportunity.

Motherhood, Leadership, and the Power of Learning to Delegate

While building AscendHR, Culicerto was also building a family. Her first child was born in 2019, and her second son arrived in 2022, shortly after the company officially launched. He was born on a Friday, and by Tuesday, Culicerto was back in the office. In the early days of business, she often brought her infant son to the office and even into meetings — something made possible by the strong support system surrounding her.

“Outside of my staff, I couldn’t do this without my parents, in-laws, and especially my husband. Having people around you who support you and step in when you need it most makes all the difference,” she says. “My husband has seen both the good and the tough sides of owning a business. He’s always supported me, but more importantly, he’s offered tough love when I needed it most — listening when things felt heavy, then reminding me when it was time to wipe my tears, get back up, and get after it.”

“I see it as a privilege to be a young female business owner and mother in the PEO space. It’s given me a level of empathy, resilience, and perspective that I might not have otherwise,” she adds. “There are also so many exceptional women in this industry, many of whom I’m honored to call friends and mentors.”

Managing both responsibilities simultaneously forced her to confront difficult questions about leadership, balance, and identity.

Like many entrepreneurs, Culicerto spent the company’s early years deep in the weeds of the business. She managed sales, operations, benefits, and client support while staying heavily involved in nearly every moving piece of the organization.

Over time, she realized that sustainable growth required trust, delegation, and strong leadership around her.

“If I’m the smartest person in the room, then I’ve failed as a leader,” she says. “I can’t say enough about our team at AscendHR. They are exceptional people who care deeply about our clients and each other. Their work ethic, intelligence, and heart constantly impress me. They motivate me, challenge me, and make me better every single day, and I’m incredibly grateful to build this company alongside them.”

That realization played a major role in shaping AscendHR’s internal culture. The company intentionally cross-trains employees so team members can support one another, grow professionally, and maintain better work-life balance. Culicerto also prioritizes servant leadership and accessibility, creating an environment where employees and clients alike have direct access to leadership.

“We celebrate wins together, support each other through challenges, care about one another, and want to see each other succeed,” she explains. “There were days when my second born would be put down for a nap by one of our staff members so I could finish working on something in the office. That’s the kind of environment we built — one where people stepped in to help each other however they could. It was never just about building a business; it was about building a team that cared about one another and, in return, cared for our clients.”

At the same time, she remains candid about the realities of entrepreneurship — especially the demands, sacrifices, and responsibilities that come with owning and operating a PEO while raising young children and balancing the many roles and expectations tied to being a business owner, leader, wife, and mother.

“Like many women, I put a lot of pressure on myself to be everything to everyone all the time. I eventually had to come to terms with the fact that it simply wasn’t possible. There were moments when I was excelling in one area while falling short in another,” she says. “If I was in an important meeting, I might miss a school luncheon. If I was coaching my son’s soccer team, I might not be able to respond to a client right away.”

The experience ultimately empowered her to define her own success.

“For a long time, I felt like I had to choose between being a great leader and being a great mom,” she says. “What I’ve learned is that you don’t have to have it all figured out all the time. You just do the best you can in the moment you’re in. I try to be present wherever I am, value my time, and focus on what I can control. If something is important enough for me to give it my time, then I want to give it my very best effort and attention.

“The time I do get to spend with my children, I try to make count. I make sure they know how much I love them, and I try to include them in what I do so they understand why I work so hard and that we’re building something for their future. To help reinforce those lessons, every month we deposit money into their stock accounts and let them help pick stocks to invest in. We joke that they’ve built quite the portfolio — everything from Pepperidge Farm because of their love for Goldfish crackers to Disney, Mattel, and Amazon. We try to bring it full circle so they feel involved and can learn from it too. They even have a playroom at my office because I’ve always wanted them to feel like they are part of the journey.”

Deep Roots in Community

“There is a gas station company called Little General in West Virginia that has really inspired my perspective on giving back,” Culicerto says. “Anytime there is a community event, fundraiser, or organization in need, you usually do not have to look for them because they are already there supporting it. That mindset has always stuck with me since I was little and is something I try to carry into AscendHR as well.”

Community involvement remains another defining part of AscendHR’s identity. The company supports local chambers, nonprofits, sponsorships, schools, fundraisers, and civic organizations throughout West Virginia, often focusing on initiatives connected to employees, clients, and the communities they serve.

Some of the company’s efforts intentionally happen quietly behind the scenes, whether that means supporting local families, helping community organizations, donating resources, sponsoring events, or simply showing up when people need help.

“I’ve always been raised that you do things because it’s the right thing to do,” she says.

Looking Ahead

As AscendHR continues to grow, Culicerto remains focused on thoughtful expansion. The company is evaluating additional service offerings while also exploring growth opportunities across neighboring states. At the same time, AscendHR is working through AI integration and evolving technology initiatives to stay aligned with the future of business, while remaining committed to the high-touch, relationship-driven service model the company was built on.

Still, the company remains grounded in the same principles that shaped AscendHR from the beginning.

Relationships matter. Service matters. Community matters. And perhaps most importantly, people matter.

“Business is personal,” Culicerto says. “At the end of the day, our goal is simple: make our clients’ lives easier and be a trusted, steady partner they can count on through every stage of their business.”

It’s a philosophy that continues to shape AscendHR — a company built on relationships, hard work, and genuinely taking care of people. What started as a vision fueled by grit, faith, and a willingness to bet on herself has grown into a team-driven organization the company is deeply proud of — one committed to showing up for clients and one another every single day. And as AscendHR continues to grow, that foundation — people first, relationships always — remains at the center of everything they do.

“A special shoutout to Kennedi, Charleigh, Chloe, Madison, Brooklynn, Miles, Addie, Jett, Cameron, Brandon, Caleb, Grant, Meredith, Garrett, Indie, Rory, Ayden, Aryanna, Alyzabeth, Austin, Derek, Meghan, Brian, Brittany, Brandon, Bryson, Bentley, Paisley, Chase, Briar, Kathryn, Genevieve, Nicholas, Miriam, Jacob, Chase, Seneca, Maddie, Layla—and Louie & Carm. Always.”