Community Highlights: Meet Kelly Rogers of The Ultimate Choice Group

Today we’d like to introduce you to Kelly Rogers.

Hi Kelly, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I started my first business part-time as a travel consultant back in 2005. I learned how to find significant travel discounts and began networking with rental property owners to offer their rentals through my company. It took a lot of trial and error, long nights, and very little pay. Eventually, I decided to step away from it. Yet even to this day, people still reach out asking for help or direction with their travel plans—it’s funny how something you think you’ve left behind still finds you.

In 2011, my life took an unexpected turn. I became seriously ill with H1N1 during the nationwide outbreak. Before that, I had spent countless days in and out of doctors’ offices, undergoing procedures for health issues no one could seem to explain. My health struggles eventually cost me my job. With nothing to lose, I started preparing taxes as a contractor. Two years later, in 2012, I opened my own business—Great Taxes and Payroll.

Through that business and my personal struggles, I discovered something deeper: this was ministry in disguise. I found myself helping not just clients, but people from all walks of life—many who didn’t even become customers. I filed taxes, did payroll for small businesses, and also helped people become business owners, revamp existing companies, buy homes and cars, and even find jobs. There were many times I thought about walking away, but I realized my purpose wasn’t just about owning a business. My real goal was to create income that would fund the services I wanted to offer—like transitional housing and programs to help people rebuild their lives. That purpose kept me going.

In 2017, The Ultimate Choice Group was born out of my tax business. Most of my clients were business owners from various industries who constantly called for guidance and assistance. The name came from my belief that the ultimate choice in life is choosing God—and allowing Him to direct every step, especially in business.

By 2019, my work had taken another turn. I found myself helping people become homeowners and landowners, and supporting families trying to get back on their feet. Though I never spoke much about it to protect people’s privacy, it had quietly become a core part of my ministry. My funds were often limited because I used my own money to help others, but I knew it wasn’t by my own strength.

Then, in 2020, three new entities were birthed from that vision:

Chapter 1 (Nonprofit): Helping families start over and rebuild their lives.

Chapter 1: From the Beginning: Providing rental properties for families with limited income and housing for women and children.

Chapter 1: Starting Over: Helping individuals become landowners and homeowners.

Through these, I connected with leaders, realtors, brokers, and financing companies who shared the same mission—to see people become owners, not just renters. I’ve been deeply passionate about this work because I know what it feels like to start over from scratch. My hope has always been to be a bridge for those who feel stuck in cycles and just need someone to believe in them as they transition out.

By 2021, I was exhausted. The weight of everyone’s needs became overwhelming, and my finances suffered because I gave more than I had. Just when I was ready to quit, God said, “No, I have something else for you.” That’s when A.V.A. (Advanced Virtual Assistant) was born—a company designed to help business owners access full-time virtual staff at an affordable cost. It was a way to give back to the same kind of people I had once been: those trying to grow but lacking the support.

In 2022, I returned to bookkeeping, contracting with local firms. Later that April, I stepped into a new venture as a broker agent, naming the business after my heart—my mother: EJ Freights. Every experience had taught me that I wasn’t placed in the marketplace just to make money—I was sent there for wealth with purpose and ministry with impact. I finally accepted who I was created to be, using every business as a vehicle to give back.
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My Journey to Arizona – A Leap of Faith and Purpose

In 2022, I began to feel an undeniable pull toward Arizona. I couldn’t explain it, but I kept seeing it, hearing it, and feeling that God was calling me there. Though I said “yes” in my heart, I waited for clarity.

Then, while on vacation in Hawaii that August, everything shifted. On the morning of my return, my flight plans changed unexpectedly—rerouted with a layover and no clear destination. Confused, I called the airline, but as I sat on hold, I suddenly heard the words, “Don’t worry—I know what I’m doing.” A deep peace washed over me.

I asked the representative if Phoenix, Arizona, was an option. To my surprise, not only was it available, but they offered to cover a two-day stay there. When I arrived, I felt an unexplainable familiarity—as if I had been there before. The desert heat met me immediately, and I laughed, thinking, “I don’t do heat.” But somehow, I knew I was right where I was meant to be.

As my two days ended, I felt led to extend my stay. Then came divine alignment: I discovered my timeshare was offering a 70% discount, allowing me to remain in Arizona for three weeks and two days. I picked up odd jobs through apps to cover expenses and followed each step by faith.

One day, on my way to meet a new group of women (who later became like family), I noticed “For Rent” signs outside an apartment complex. I called, assuming no one would answer since it was a Saturday evening—but the property manager picked up. She had been pacing the floor, praying for help to get her accounts in order that week.

By the end of the call, she offered me an apartment—no deposit, no application fees—just the keys and a job in the leasing office. She later told me it was an answer to her prayers. I knew it was also part of my divine assignment.

While working that job, I balanced my own businesses and eventually shipped my vehicle and belongings from North Carolina with the help of my family.
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Now – Purpose in Motion:
Since settling in Arizona, I’ve continued working nationwide in business management, consulting, accounting, grant writing, logistics, and organizational development. My newest venture—a mental health and medical facility—has become the heartbeat of my purpose.

Every business I’ve ever started is more than a business—it’s ministry. Each one reflects rehabilitation, reformation, rebirth, and rebranding—helping people start over and rebuild stronger foundations.

My mental health facility focuses on helping children and adults facing emotional challenges or addiction. I believe everyone experiences some form of mental or emotional battle, and our world needs more compassionate spaces for true healing. We’ve developed a curriculum to guide clients through their emotional and behavioral growth, supported by a dedicated team of counselors, psychiatrists, nurse practitioners, mentors, and professionals who truly care.

For me, this journey isn’t about being seen or known.
It’s about making an impact—being an agent of change, one life at a time.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
In the beginning, everything felt smooth—and honestly, I laugh about it now because I believe it had to be. If it hadn’t been, I probably would’ve packed up and gone back home. I still had my house, car, and business in North Carolina, so the moment things got difficult, I knew I had a comfortable safety net waiting.

But a few months in, things started to shift. Around the holidays, my mother was hospitalized, and it broke me. I had always been a hands-on daughter, so not being there to help her was one of my hardest struggles after moving. I flew home for two weeks and returned to Arizona just before the new year. While I was there, I learned my father had also fallen ill in New York—it felt like life started unraveling just as I was trying to find my footing in a new place.

In an effort to create some balance, I enrolled in esthetician school, thinking it would give me a little downtime and a chance to explore something different. But I quickly realized I was just as busy in Arizona as I’d been in North Carolina! Between classes, traveling back and forth to help family, and working with CPA firms to clean up their accounts, I was stretched thin.

Financially, things became tight. I was still carrying expenses from North Carolina—trying to “help” and “be considerate”—while taking on new responsibilities in Arizona. I didn’t want to let go of what I had back home, but holding on to both worlds started taking a toll. If I hadn’t been trying to maintain everything in two places, my transition would’ve been much easier.

It took nearly three years for me to finally realize I had to make a decision: either stay anchored in North Carolina or fully commit to where God was leading me in Arizona. I couldn’t keep trying to manage both. Once I accepted that truth and completely embraced where I was, everything began to change. What had felt delayed or stagnant suddenly started to flow—and I’ve been moving forward ever since.

Thanks – so what else should our readers know about The Ultimate Choice Group?
My business focuses on business management and consulting—we help individuals and organizations build from the ground up. From licensing to staffing, training, and operations, my team and I handle everything needed to launch and stabilize a business.

We also have a specialized division called A.V.A. (Advanced Virtual Assistants), where clients contract through me to hire their own trained virtual assistants. What makes this unique is that I personally learn the ins and outs of each client’s industry so I can teach their VAs exactly how to support them—or, in some cases, do the work myself while we build out their structure.

In addition, I manage accounting through another branch of my company, and I help structure nonprofits—guiding founders through the process of setup, documentation, and compliance.

But what truly sets me apart isn’t just what I do; it’s how I do it. Most business consultants start with your business. I start with you.

It’s hard to run a business when your personal life feels chaotic or when you’re battling internal challenges. So I meet people where they are—personally, emotionally, and spiritually. I become that safe space, that sounding board. I listen without judgment, provide strategy and structure, pray with clients when they need it, and connect them to additional resources if necessary. Together, we move when there’s clarity and confirmation—not pressure.

I also pour the same energy into developing my staff as I do my clients. My goal isn’t just to grow businesses; it’s to build people. I often say, “I produce leaders, not followers.” Every person I work with is someone I believe is on the edge of transformation—because when we meet, it’s never by coincidence. I’ve learned that my presence often signals that change is coming, and I count it a privilege to help guide that process.

At the core, my brand is about people. I am deeply committed to growth—helping others uncover what’s already inside of them, even if they’re not quite ready to see it yet. I give grace and time, but I don’t stay forever. My job is to help you get started, get grounded, and equip you with the tools you need to sustain your next chapter. Everything I do comes from a pure place—with no hidden agenda—just a heart to see others soar.

Our services include:
Business consulting and management, Website and logo design, Graphics and branding materials, Curriculum and policy development, State and federal business licensing, Nonprofit and establishment setup, Grant writing, Accounting and payroll, Staffing and team development

What I’m most proud of is my persistence—the determination to keep moving forward despite challenges, setbacks, or seasons of uncertainty. Each business I’ve built came from faith, not convenience. And my newest venture, our mental health and medical facility, represents that persistence in motion.

I’ve helped countless people rebuild their lives quietly over the years, and now I get to do it on a larger, ongoing scale. That’s what brings me joy—seeing people three years later, thriving, healed, and walking in purpose. My hope is that every person who connects with me or my team walks away knowing that no matter how hard life gets, there is always room to start again.

What would you say have been one of the most important lessons you’ve learned?
The most important lesson I’ve learned is simple but powerful: JUST DO IT. When God leads you, you don’t need to have all the details—just move. Obedience is greater than understanding. I’ve learned that you can do more damage by staying stuck than by stepping out in faith.

It doesn’t matter what others think or how they feel; what matters is knowing the difference between just doing something and doing what you’ve been assigned to do. For me, this journey has been an assignment—one that’s stretched me, refined me, and required complete trust.

There were moments when I told myself, “If it doesn’t work, I can always go home.” But deep down, I knew going back wasn’t an option. Sometimes God removes the safety nets so we can see how much He’s equipped us to walk on water.

Over time, I realized our lives are not just about us. People are watching—hearing, seeing, and being impacted by how we live, lead, and persevere. We carry keys to other people’s destinies, and if we delay our obedience, someone else’s breakthrough might be delayed too.

So my personal reminder every day is this: “Don’t faint—the harvest is coming.”

My favorite scripture, Galatians 6:9, says it best:
“Be not weary in well doing, for in due season you shall reap a harvest if you faint not.”

I hold onto that truth daily because part of that harvest is already here, and I know the best is still unfolding.

Contact Info:

• Website: https://kellylrogers.me

Image Credits
James Johnson Jr from 3 J Photography

Trevis C Bailey from Premiere Branding & Marketing Solutions