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Growing your accounting firm? Let your clients lead the way

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As accounting firms actively prepare their clients for the future, planning for the next phase of growth is always top of mind. 

Whether through expanded services, industries or markets, most firms will prioritize growth as part of their strategy for the year ahead. 

But as accounting leaders have seen over the past few years, a changing environment makes it all the more challenging to place your big bets. But there is one area you can safely bet your strategy on: your clients. 

What I’ve learned throughout my career first as a small-business owner, and now as a chief customer officer serving small and midsized businesses and accountants, is that clients hold the insight into where you should be investing, shoring up or expanding offerings. 

In fact, a customer-first approach to growth helps remove distractions or areas of uncertainty, so you can focus on what will move the needle, and add value to the clients you have and want to have. Here are three ways you can do that. 

1. Deepen connection through authentic communication

As a firm leader or business owner, it’s important to have a pulse on your financials and key metrics that can help you make decisions. Today, businesses have access to real-time dashboards that offer significant value. But when I was running my small business, some of my most powerful “business intelligence” insights didn’t come from a dashboard — but from a direct dialogue with my customers. 

Through those conversations, I could see what products were selling well and why, and through their questions I could see opportunities for new inventory. The same is true for your clients — whether you offer accounting, tax or client advisory services. 

  • Listen first, speak second: Listening is a superpower in business, and it goes hand in hand with empathy. It’s not about waiting for the right moment to make the sale; it’s about getting perspective to help you understand how to add future value. If your clients hold information close to the vest, survey them as a group to spot trends. 
  • Build community: Think of your clients like a community you serve. Look for common themes in that community that connect to your capabilities. Find areas where they can learn from each other, or common problems you can proactively help others solve. In doing so, you help build a community that clients will turn to when they need support, advice or connection. 

One of our customers, Escalon, builds client connections exceptionally well. They are a technology-forward firm and very focused on optimization, and their leaders work to align themselves closely with their clients’ lived experiences. They’ve also invested in nurturing human connections through in-person events and meetings. In driving deeper, more personal connection with clients, they are able to strengthen collaboration, and build long-term trust and loyalty. 

2. Understand and optimize the client journey

We’ve all had that experience as a buyer where we didn’t get the seamless experience we wanted. Customers (rightly) have higher expectations for service and speed every year. Taking time to understand your client’s complete journey and reduce points of friction at each step can help you improve your clients’ experience, and open the door for new ways to add value. 

  • Identify every touchpoint: Your client’s journey doesn’t begin on signing — it starts well before that, when they signal their intent or interest. Think about the complete experience your prospect will take, from identification of a need, to firm research, to initial contact and through service delivery via in-person and digital interactions. Next, document where there are delays or challenges on the client’s side that could be improved or optimized, and start a punch list to address. 
  • Streamline onboarding and communication: Many accounting firms have realized the benefit of a user-friendly client portal to ensure a single source of truth, and one homebase for document sharing, project updates and communication. In addition to ensuring your portal is seamless and easy to use, consider adding “welcome kits” when onboarding new clients and ongoing communication about what to expect, upcoming issues and your insights. It’s critical that communication is two-way, and not just a broadcast, to ensure that the client’s perspective is heard and understood throughout. 
Client Organizer

onephoto – stock.adobe.com

Understanding and optimizing the client’s journey also requires connecting different departments or disciplines within your organization. For example, at Bill we recently brought sales and marketing together to find greater alignment and streamline our engagement with SMBs and accountants through the entire customer lifecycle. 

3. Foster long-term relationships with clients

Think about the most valuable asset you have in your company. For many firms, it’s their people, their client portfolio or maybe even a best-in-class tech stack. All of those drive value in an organization, but none of them work without a critical component: trust. 

I believe trust is the most valuable asset because it’s the foundation for your client relationship and your work that safeguards a client’s business and/or ensures the reliability of our markets. Trust is hard to earn and easy to lose — it’s also the key to long-term relationships and client growth. 

  • Deliver on promises: It sounds simple, but ensure your firm shares your commitment to deliver on what you promise, show accountability for your work, and meet deadlines. No matter how small the task might be, demonstrating a say/do ratio of 1:1 will go a long way in building trust. While your firm may deliver quality strategic advice, clients will always notice the details — meetings that start on time, responsiveness in communication, or accountability when things go wrong. Demonstrate your commitment to your client’s success and make it personal. Treat your clients’ wins like your wins. 
  • Embrace change and the future: AI and automation technology will continue to change how every industry conducts business and adds value. What’s critical is that your firm doesn’t resist the future, but considers it as an opportunity to educate your clients, share valuable resources, and explore new offerings that could enhance your relationship and value. Clients want you to be thinking about what’s coming around the corner, so they have one less thing to worry about. 

Another Bill customer and one of the fastest-growing firms in the country, Aprio, is enjoying great success with this approach. As a 70-year-old firm, it focuses on a “growth mindset” at every level of the company to empower its professionals to be proactive, curious and forward-looking to better serve clients and maintain trust. For example, the firm has dedicated resources to its Aprio Firm Alliance, created for future-oriented firms to come together and discuss challenges and solutions for the issues they continually face. Alliance members are given access to professional connections, advice and the technical resources they need to overcome obstacles, seize opportunities and continue to embrace change and innovation.

Key takeaway

No matter what the quarter or year ahead will look like, when you bet your strategy on your clients, you play to win. Staying close to client needs, improving their client experience and customer journey, and elevating your partnership through deeper connections and stronger trust will position your firm to grow with new and existing clients, and be the advisor of choice in an uncertain time. 

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Accounting

IAASB tweaks standards on working with outside experts

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The International Auditing and Assurance Standards Board is proposing to tailor some of its standards to align with recent additions to the International Ethics Standards Board for Accountants’ International Code of Ethics for Professional Accountants when it comes to using the work of an external expert.

The proposed narrow-scope amendments involve minor changes to several IAASB standards:

  • ISA 620, Using the Work of an Auditor’s Expert;
  • ISRE 2400 (Revised), Engagements to Review Historical Financial Statements;
  • ISAE 3000 (Revised), Assurance Engagements Other than Audits or Reviews of Historical Financial Information;
  • ISRS 4400 (Revised), Agreed-upon Procedures Engagements.

The IAASB is asking for comments via a digital response template that can be found on the IAASB website by July 24, 2025.

In December 2023, the IESBA approved an exposure draft for proposed revisions to the IESBA’s Code of Ethics related to using the work of an external expert. The proposals included three new sections to the Code of Ethics, including provisions for professional accountants in public practice; professional accountants in business and sustainability assurance practitioners. The IESBA approved the provisions on using the work of an external expert at its December 2024 meeting, establishing an ethical framework to guide accountants and sustainability assurance practitioners in evaluating whether an external expert has the necessary competence, capabilities and objectivity to use their work, as well as provisions on applying the Ethics Code’s conceptual framework when using the work of an outside expert.  

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Accounting

Tariffs will hit low-income Americans harder than richest, report says

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President Donald Trump’s tariffs would effectively cause a tax increase for low-income families that is more than three times higher than what wealthier Americans would pay, according to an analysis from the Institute on Taxation and Economic Policy.

The report from the progressive think tank outlined the outcomes for Americans of all backgrounds if the tariffs currently in effect remain in place next year. Those making $28,600 or less would have to spend 6.2% more of their income due to higher prices, while the richest Americans with income of at least $914,900 are expected to spend 1.7% more. Middle-income families making between $55,100 and $94,100 would pay 5% more of their earnings. 

Trump has imposed the steepest U.S. duties in more than a century, including a 145% tariff on many products from China, a 25% rate on most imports from Canada and Mexico, duties on some sectors such as steel and aluminum and a baseline 10% tariff on the rest of the country’s trading partners. He suspended higher, customized tariffs on most countries for 90 days.

Economists have warned that costs from tariff increases would ultimately be passed on to U.S. consumers. And while prices will rise for everyone, lower-income families are expected to lose a larger portion of their budgets because they tend to spend more of their earnings on goods, including food and other necessities, compared to wealthier individuals.

Food prices could rise by 2.6% in the short run due to tariffs, according to an estimate from the Yale Budget Lab. Among all goods impacted, consumers are expected to face the steepest price hikes for clothing at 64%, the report showed. 

The Yale Budget Lab projected that the tariffs would result in a loss of $4,700 a year on average for American households.

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Accounting

At Schellman, AI reshapes a firm’s staffing needs

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Artificial intelligence is just getting started in the accounting world, but it is already helping firms like technology specialist Schellman do more things with fewer people, allowing the firm to scale back hiring and reduce headcount in certain areas through natural attrition. 

Schellman CEO Avani Desai said there have definitely been some shifts in headcount at the Top 100 Firm, though she stressed it was nothing dramatic, as it mostly reflects natural attrition combined with being more selective with hiring. She said the firm has already made an internal decision to not reduce headcount in force, as that just indicates they didn’t hire properly the first time. 

“It hasn’t been about reducing roles but evolving how we do work, so there wasn’t one specific date where we ‘started’ the reduction. It’s been more case by case. We’ve held back on refilling certain roles when we saw opportunities to streamline, especially with the use of new technologies like AI,” she said. 

One area where the firm has found such opportunities has been in the testing of certain cybersecurity controls, particularly within the SOC framework. The firm examined all the controls it tests on the service side and asked which ones require human judgment or deep expertise. The answer was a lot of them. But for the ones that don’t, AI algorithms have been able to significantly lighten the load. 

“[If] we don’t refill a role, it’s because the need actually has changed, or the process has improved so significantly [that] the workload is lighter or shared across the smarter system. So that’s what’s happening,” said Desai. 

Outside of client services like SOC control testing and reporting, the firm has found efficiencies in administrative functions as well as certain internal operational processes. On the latter point, Desai noted that Schellman’s engineers, including the chief information officer, have been using AI to help develop code, which means they’re not relying as much on outside expertise on the internal service delivery side of things. There are still people in the development process, but their roles are changing: They’re writing less code, and doing more reviewing of code before it gets pushed into production, saving time and creating efficiencies. 

“The best way for me to say this is, to us, this has been intentional. We paused hiring in a few areas where we saw overlaps, where technology was really working,” said Desai.

However, even in an age awash with AI, Schellman acknowledges there are certain jobs that need a human, at least for now. For example, the firm does assessments for the FedRAMP program, which is needed for cloud service providers to contract with certain government agencies. These assessments, even in the most stable of times, can be long and complex engagements, to say nothing of the less predictable nature of the current government. As such, it does not make as much sense to reduce human staff in this area. 

“The way it is right now for us to do FedRAMP engagements, it’s a very manual process. There’s a lot of back and forth between us and a third party, the government, and we don’t see a lot of overall application or technology help… We’re in the federal space and you can imagine, [with] what’s going on right now, there’s a big changing market condition for clients and their pricing pressure,” said Desai. 

As Schellman reduces staff levels in some places, it is increasing them in others. Desai said the firm is actively hiring in certain areas. In particular, it’s adding staff in technical cybersecurity (e.g., penetration testers), the aforementioned FedRAMP engagements, AI assessment (in line with recently becoming an ISO 42001 certification body) and in some client-facing roles like marketing and sales. 

“So, to me, this isn’t about doing more with less … It’s about doing more of the right things with the right people,” said Desai. 

While these moves have resulted in savings, she said that was never really the point, so whatever the firm has saved from staffing efficiencies it has reinvested in its tech stack to build its service line further. When asked for an example, she said the firm would like to focus more on penetration testing by building a SaaS tool for it. While Schellman has a proof of concept developed, she noted it would take a lot of money and time to deploy a full solution — both of which the firm now has more of because of its efficiency moves. 

“What is the ‘why’ behind these decisions? The ‘why’ for us isn’t what I think you traditionally see, which is ‘We need to get profitability high. We need to have less people do more things.’ That’s not what it is like,” said Desai. “I want to be able to focus on quality. And the only way I think I can focus on quality is if my people are not focusing on things that don’t matter … I feel like I’m in a much better place because the smart people that I’ve hired are working on the riskiest and most complicated things.”

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