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AI and the move to holistic client services

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Artificial intelligence is here to stay. It’s the new era of accounting. And while some may fear it, it’s the answer to transitioning your firm to a holistic client services approach. 

OK, yes, traditional compliance work like tax and financial statements are still core services. The problem is that, alone, they no longer meet the needs of today’s modern clients. The ones demanding more of your time … the ones who desperately need advisory services.

Saying it and doing it are two very different things. I get that, which is why I break down how to get started with the transition, the role AI plays, the need for value pricing, and the value (to both your firm and your clients) of moving to the holistic services model. Get ready to join and rejoice in the new era of accounting.

Why a holistic service approach?

Historically, firms have served as the backbone of financial compliance and taxation. Navigating complex tax laws and accounting standards are invaluable for businesses and individuals. They not only ensure legal and financial accuracy, but also provide clients with a sense of security about their financial status. 

So, despite the emergence of new service models, these offerings are still fundamental. They still offer a sense of precision and reliability in financial reporting and compliance. The goal is to get to a place where you successfully merge the traditional with the “trending.”

The transition to a holistic service model is a significant one for accounting pros. It extends beyond the conventional scope to incorporate financial advisory, strategic planning and consultative services. This is the way of the future. It’s what clients want and what firms need to offer to thrive.

Holistic accounting requires a deeper understanding of a client’s full financial landscape, however — including long-term goals and the unique challenges they face. With this level of knowledge, your firm is better positioned to offer custom advice on wealth management, business growth strategies, risk assessment and even technology ecosystem.

I won’t sugarcoat it. This isn’t a fast or easy transition. It requires you to develop new skills and knowledge areas — from business consulting to advanced data analysis. Firms must also invest in training and technology to support expanded services. 

But fear not, the benefits far outweigh the work required to make the transition. A holistic approach enables firms to provide greater value to clients, foster deeper relationships and provide solutions that support clients’ year-round advisory needs. It positions firms not just as compliance experts, but as essential partners in their clients’ long-term financial and business success.

The role of AI in modern firms

AI is revolutionizing the accounting profession. It serves as a powerful tool for analyzing data, providing insights and automating routine tasks. For example, advanced AI algorithms can analyze financial data to identify trends, anomalies and predictive insights — allowing firms to provide strategic advice that helps clients prepare for future financial challenges and opportunities. 

AI tools also reduce repetitive, mind-numbing work by automating tasks such as data entry, invoice processing and some aspects of tax preparation. This frees up valuable time that can be rerouted to supporting higher-value advisory work.

Further, AI allows firms to create personalized client interactions with tailored recommendations based on specific client data. At this point, I hope you are seeing how AI is not just an efficiency booster. Rather, it empowers firms to offer higher-value, proactive advisory services that clients both need and want. 

The integration of AI into traditional accounting services marks a significant advancement in how the profession has always done things. For compliance and tax services, AI can enhance accuracy and speed, reducing the likelihood of human error. It simplifies complex tax regulations and compliance requirements, making it easier for firms to stay updated with the latest changes. 

For clients, the value of AI integration is realized via elevated, efficient service delivery. It also provides them with insights drawn from deeper data analysis.

Broadly, AI’s role in automating routine tasks allows accountants to reallocate their time to strategic, consultative functions. It empowers them to focus on interpreting data and advising clients, rather than being bogged down by time-consuming manual processes. 

Incorporate value-based pricing 

I would be remiss if I didn’t mention value pricing as part of the holistic model. The fact is that advisory services are based on value, not the billable hour. So, to successfully make the transition, value-based pricing is a must.

Remember, this is about perceived client value, not the number of hours worked. As such, be sure to set your fees at a level that supports the value you’re offering (AI can help you here as well). Proactive advice and predictive insights have a tangible impact on a client’s business and personal financial health … so know your worth and set your fees accordingly.

The future is bright

As the accounting profession evolves, firm owners must adapt to stay competitive and relevant. Embracing a holistic service model, augmented by the capabilities of AI, offers a pathway to enhanced client service and business growth. 

AI is not just an efficiency-bolstering tool. It’s a catalyst for firm transformation — allowing you to provide comprehensive, proactive and personalized advisory services. By integrating AI with traditional accounting services, firms can meet the complex needs of today’s clients while positioning themselves at the forefront of industry innovation. The future of accounting lies in this balanced approach.

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Accounting

Developing future leaders in accounting: the new imperative in an AI and automation driven era

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As technology continues to automate routine tasks, the role of finance professionals is evolving, demanding deeper capabilities in critical thinking, communication and business acumen. 

Many of PrimeGlobal’s North American firms are focused on cultivating these skills in their future leaders. Carla McCall, managing partner at AAFCPAs, Randy Nail, CEO of HoganTaylor, and Grassi managing partner Louis Grassi shared their views with PrimeGlobal CEO Steve Heathcote on the need for future leaders to balance technological proficiency with human-centered skills to thrive.

AI is transforming the sector by streamlining workflows, automating data analysis and reducing manual processes. However, rather than replacing accountants, AI is reshaping their roles, enabling them to focus on higher-value tasks. In the words of Louis Grassi, AI can be seen as a strategic partner, freeing accountants from routine tasks, enabling deeper engagement with clients, more thoughtful analysis, and ultimately better decision-making. 

Nail emphasized the importance of embracing AI, warning that those who fail to adapt risk being replaced by professionals who leverage the technology more effectively. HoganTaylor’s “innovation sprint” generated over 100 ideas for AI integration, underscoring why a proactive approach to adopting new technologies is so necessary and valuable.

McCall advocates for an educational shift that equips professionals with the skills to interpret AI-generated insights. She stressed that accounting curricula of the future must evolve to incorporate advanced technology training, ensuring future accountants are well-versed in AI tools and data analytics. Moreover, simulation-based learning is becoming increasingly crucial as traditional methods of education become obsolete in the face of automation.

Talent development and leadership growth

As AI reshapes the profession, firms must rethink how they develop and nurture their future leaders. To attract and retain top talent, firms need to prioritize personalized development plans that align with individual career goals. 

HoganTaylor’s approach to talent development integrates technical expertise with leadership and communication training. These initiatives ensure professionals are not only proficient in accounting principles but also equipped to lead teams and navigate complex client interactions.

Nail underscored the growing importance of writing and presentation skills, as AI will handle routine tasks, leaving professionals to focus on higher-level analytical and decision-making responsibilities.

Soft skills are the success skills

While technical proficiency remains vital, future leaders must also cultivate critical thinking, communication and adaptability — skills McCall refers to as the “success skills.” McCall highlights the necessity of business acumen and analytical communication, essential for interpreting data, advising clients and making strategic decisions. 

Recognizing teamwork and collaboration remain crucial in the hybrid work environment, McCall explained in detail how AAFCPA fosters collaboration through structured remote engagement strategies such as “intentional office time,” alcove sessions and stand-up meetings. Similarly, HoganTaylor supports remote teams by offering training for career advisors to ensure effective mentorship and engagement in a dispersed workforce.

McCall emphasized why global experience can be valuable in leadership development. Exposure to diverse markets and accounting practices enhances professionals’ adaptability and broadens their perspectives, preparing them for leadership roles in an increasingly interconnected world.

Grassi reminded us that an often-overlooked leadership skill is curiosity. In his view the most effective leaders of tomorrow will be inherently curious — not just about emerging technologies but about clients, market shifts and global trends. Encouraging curiosity and continuous learning within our firms will distinguish the true industry leaders from those simply reacting to change.

A balanced future

What’s clear from speaking to our leaders is PrimeGlobal’s role in fostering trust, community and knowledge sharing. McCall recommended member-driven panels to discuss AI implementation and automation strategies and share best practice. Nail, on the other hand, valued PrimeGlobal’s focus on addressing critical industry issues and encouraged continuous evolution to meet professionals’ changing needs.

The future of leadership in the accountancy profession hinges on a balanced approach, leveraging AI to enhance efficiency while cultivating essential human skills that technology cannot replicate, which Grassi highlights skills including leadership and building client trust.

As McCall and Nail advocate, the next generation of accountants must be agile thinkers, skilled communicators and strategic decision-makers. Firms that invest in these competencies will not only stay competitive but will also shape the future of the industry by developing well-rounded leaders prepared for the challenges ahead.

By investing in both AI capabilities and essential human skills, firms can not only future proof their leadership but also shape a resilient and forward-thinking profession ready to meet the challenges of the future.

As Grassi concluded, while technical skills provide the foundation, leadership in accounting increasingly demands emotional intelligence, empathy and adaptability. AI will change how we perform our work, but human connection, trust and nuanced judgment are irreplaceable. Investing in these human-centric skills today is critical for firms aiming to build resilient leaders of tomorrow. To remain relevant and thrive, professionals must prioritize developing strong success skills that will define the leaders of tomorrow.

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Accounting

On the move: KPMG adds three asset management, PE leaders

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Wipfli appoints new chief growth officer; Illinois CPA Society installs latest board of directors; and more news from across the profession.

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Accounting

Employers added 228K jobs in March, but lost 700 in accounting

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Employment rose by a stronger than expected 228,000 jobs in March, although the unemployment rate inched up one-tenth of a point to 4.2%, the U.S. Bureau of Labor Statistics reported Friday.

Despite the mostly upbeat jobs report, the stock markets nevertheless plunged amid widespread concern over the steep “reciprocal” tariffs announced Wednesday by President Trump. 

The professional and business services sector added 3,000 jobs, but lost 700 jobs in accounting, tax preparation, payroll and bookkeeping services. The biggest job gains occurred in health care, social assistance, transportation and warehousing. Employment also grew in the retail trade industry, in part due to the return of workers from a strike in the food and beverage industry. But federal government employment declined by 4,000 in March, after a loss of 10,000 in February, amid job cuts ordered by the Elon Musk-led Department of Government Efficiency. However, the Internal Revenue Service is reinstating approximately 7,000 probationary employees who had been placed on paid administrative leave and asking them to return to work by April 14.

Average hourly earnings rose in March by 9 cents, or 0.3%, to $36.00. Over the past 12 months, average hourly earnings have increased 3.8%.

Trump boasted about the jobs report in an all-caps post on Truth Social, writing, “GREAT JOB NUMBERS, FAR BETTER THAN EXPECTED. IT’S ALREADY WORKING. HANG TOUGH, WE CAN’T LOSE!!!”

Congressional Democrats disagreed. “Unemployment is rising, and this seems to be the last report buoyed by Democrats’ blockbuster job creation,” said House Ways and Means Committee ranking member Richard Neal, D-Massachusetts, in a statement. “Recession odds are getting higher by the day as Trump plagues our economy with the largest tax hike in decades. Wages would need to skyrocket for the people to weather Trump’s higher prices and needless uncertainty. This report doesn’t yet reflect the dangerous firings of thousands of public servants or the layoffs that started hours after he announced the Trump Tariff Tax. This administration is ruling through the lens of billionaires — sacrificing workers’ paychecks, destroying trillions of dollars in savings and retirement wealth, readying more than $7 trillion in tax giveaways to primarily benefit the rich, all to bring down interest rates, and ultimately, pad their own pockets.”

Economists are predicting fallout from the historic tariff increases announced by Trump. “We now have more clarity on the trade policy following ‘Liberation Day’ on April 2,” wrote Appcast chief economist Andrew Flowers. “The average effective tariff rate is now above the level set by the Smoot-Hawley tariffs in 1930. This is one of the largest changes to economic and global trade policy since President Nixon’s decision to move away from the gold standard more than 50 years ago. The impending fallout from retaliatory tariffs from our trading partners across Europe and Asia will radically shift employment growth across manufacturing, retail and construction as consumer goods prices rise.”

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