As the accounting profession trends towards commoditization and automation, you may have considered how to differentiate your practice from your competitors. Transitioning your practice into an advisory firm is probably near the top of the list — and if it’s not, it should be. However, before you pivot, you should consider the type of advisory firm that you want to have.
At its core, advisory services are a revenue stream that you sell to business owner clients. The main offering is your expertise as a trusted advisor who can guide them toward owning a growing and successful business.
Advisory services are also referred to as outsourced or fractional CFO services. They are essentially a consulting service, but, unlike most business coaches and consultants, you are relying on numbers to drive your advice.
From your clients’ standpoint, they would prefer the financial professional in their lives (their accountant) to be the one giving them advice.
Why?
Because they already trust you.
They know that you know their numbers (an area where they are usually insecure).
They know that businesses live, or die based on a number (cash flow).
For these reasons, business owners prefer their accountant to be their advisor more than simply ensuring that they are compliant when it comes to taxes or ongoing bookkeeping and accounting work. The three types of advisory services are:
Type 1: Advisory as an enhancement;
Type 2: Advisory as an upsell; and,
Type 3: Advisory as a replacement.
In this article, we’ll look at “Advisory as an enhancement.” This type of firm still offers tax, accounting and/or bookkeeping services; however, they enhance their existing services by equipping their team to offer advisory services.
The team members are performing the actual tax, accounting or bookkeeping work and are also trained in performing advisory services.
The practice owner will either train existing staff to be the advisors, or they themselves will delegate all tax, accounting or bookkeeping work to junior staff while they become the firm’s main advisor.
The idea is that the existing tax, accounting or bookkeeping work is still being performed as normal; however, from a clients’ perspective, they will receive an extra deliverable — namely, a monthly strategy session where their trusted accountant is reviewing their numbers to ensure that they are on the right track towards hitting certain goals as well as giving advice on what areas in their business to focus on to have a growing and successful business.
From a client’s perspective, they will get the best of both worlds. They can be confident that their tax, accounting or bookkeeping work is being handled by someone they trust and they are receiving advice from the same trusted financial professional on what to do to have a growing and successful business.
From your (the practice owners’) standpoint, a benefit of having a firm that offers “Advisory as an enhancement” is that you will differentiate yourself from your competitors who merely offer a commoditized version of a tax, accounting, or bookkeeping service. You will be seen, in the eyes of existing and future clients, as an accountant who is also an advisor and will be able to provide more than compliance or transactional work.
Another benefit of having a firm that offers “Advisory as an enhancement” is that you will be able to retain clients longer, which will allow your firm to spend less time on marketing and selling and more time to service additional clients.
Since you are enhancing your existing compliance and transactional services in a way that appeals to your clients, you’ll have a much easier time demonstrating your value proposition because you can clearly show why you are different from most other accountants.
“Advisory as an enhancement” firms have the advantage of fulfilling both wants for their clients as a one-stop shop. Yet there are other approaches to selling advisory services that could be a better fit for you and your firm, including the “Advisory as an upsell” strategy, which can greatly increase your revenue and which we will cover in the next article in this series.
Look for the next two articles in this series in the coming weeks.
Significant changes are in store for President Donald Trump’s signature $3.9 trillion tax-cut bill as the Senate begins closed-door talks this week on legislation that squeaked through the House by a single vote.
Senate Republican leaders are aiming to make permanent many of the temporary tax cuts in the House bill, a move that would increase the bill’s more than $2.5 trillion deficit impact. But doing so risks alienating fiscal hawks already at war with party moderates over the bill’s safety-net cuts.
It amounts to a game of chess further complicated by the top Senate rules-keeper, who will decide whether some key provisions violate the chamber’s strict rules. Jettisoning those provisions — which include gun silencer regulations and artificial intelligence policy — could sink the bill in the House.
House Republicans’ top tax writer, Representative Jason Smith, on Friday said that senators need to leave most of the bill untouched in order to ensure it can pass the House in the end.
“I would encourage my counterparts, don’t be too drastic, be very balanced,” he said.
The wrangling imperils Republicans’ goal of sending the “Big, Beautiful Bill” to Trump’s desk by July 4. But the real deadline is sometime in August or September, when the Treasury Department estimates the US will run out of borrowing authority.
The House bill would raise the government’s legal debt ceiling by $4 trillion, which the Senate wants to increase to $5 trillion in order to push off the next fiscal cliff until after the 2026 congressional elections.
That’s just one of the major changes the Senate will weigh in the coming weeks. Here are others:
Permanent business breaks
Senate Finance Chairman Mike Crapo’s top priority is making permanent the temporary business tax cuts that the House bill sunsets after 2029. These are the research and development tax deduction, the ability to use depreciation and amortization as the basis for interest expensing, and 100% bonus depreciation of certain property, including most machinery and factories.
Senate Republicans plan to use a budget gimmick that counts the extension of the individual provisions in the 2017 Trump tax bill as having no cost. That gives them room to make the additional business tax cuts and possibly extend some of the new four-year individual cuts in the House bill like those on tips and overtime.
Deficit hawks could demand new offsets, however, either in the form of spending cuts or ending tax breaks like one on carried interest used by private equity.
Mike Crapo
Stefani Reynolds/Bloomberg
The SALT cap
The House expanded the state and local tax deduction limit from $10,000 to $40,000 to get blue-state Republicans behind the bill. But SALT isn’t an issue in the Senate, where high-tax states like California, New York and New Jersey are represented by Democrats.
“I can’t think of any Senate Republicans who think more than $10,000 is needed and I can think of several who think the number should be zero,” said Rohit Kumar, a former top Senate staffer now with Big Four firm PwC.
That includes deficit hawks like Louisiana’s John Kennedy, who has balked at the House’s SALT boost.
Senators could propose keeping the current $10,000 SALT cap as a low-ball counter, forcing the House to settle from something in the ballpark of a $30,000 cap, Kumar said.
The Senate could also change new limits on the abilities of passthrough service businesses to claim SALT deductions.
Green energy tax credits
Moderate Republicans in the Senate are pushing back on provisions in the House bill that gut tax credits for solar, wind, battery makers and several other clean energy sectors.
Senator Lisa Murkowski of Alaska said she’s seeking to soften aggressive phaseouts of tax credits for clean electricity production and nuclear power. She has the backing of at least three other Republicans, giving her enough leverage to make demands in a chamber where opposition from four GOP senators would kill the bill.
Their demands will run headlong into ultraconservatives, who already think the House bill doesn’t get rid of tax benefits for clean energy fast enough.
Medicaid, Food Stamps
Senators Rand Paul of Kentucky, Rick Scott of Florida, Mike Lee of Utah and Ron Johnson of Wisconsin say they’re willing to sink the bill if it doesn’t cut more spending.
“I think we have enough to stop the process until the president gets serious about reductions,” Johnson said recently on CNN.
They haven’t made specific demands yet, but they could start off where the House Freedom Caucus fell short — cutting the federal matching payment for Medicaid for those enrolled under Obamacare and further limiting federal reimbursement for Medicaid provider taxes charged by states.
Conservatives’ demands are in stark contrast to Republican senators already uncomfortable with the new Medicaid co-pays and state cost-sharing for Medicaid and food stamps in the House bill. Senators Josh Hawley of Missouri, Susan Collins of Maine, and Jim Justice and Shelley Moore Capito of West Virginia join Murkowski in this camp.
Boosting their case is Trump, who told the Freedom Caucus to stop “grandstanding” on more Medicaid cuts.
Regulatory matters
There’s an extensive list of regulatory matters in the House bill that could be struck if they are found to break Senate rules for averting a filibuster and passing the legislation by a simple majority.
Provisions likely to be challenged for not being primarily budgetary in nature include a repeal of gun silencer regulations, preemption of state artificial intelligence regulations, staffing regulations for nursing homes and abolishing the Direct File program at the Internal Revenue Service.
The House bill’s provisions limiting the ability of federal judges to hold administration officials in contempt, ending funding for Planned Parenthood, requiring congressional review of new regulations and easing permitting of fossil fuel projects are also vulnerable.
The biggest Senate rules fight will be over using the “current policy” budget gimmick to lower the cost of the bill. Senate Republican leaders could explore bypassing rules keeper Elizabeth MacDonough if she finds the accounting move breaks the rules.
Battles over these provisions could take weeks.
“I think it would be very difficult to get it out of the Senate quickly,” said Bill Hoagland, a former top Republican Senate budget staffer now with the Bipartisan Policy Center.
Spectrum sales as pay-fors
A major auction of government radio spectrum that would generate an estimated $88 billion in revenue is another unresolved fight.
Ted Cruz of Texas, the Senate Commerce chair, backs the spectrum sale but Senator Mike Rounds of South Dakota has vowed to protect the Defense Department, which has warned auctioning off its spectrum would degrade its capabilities and cost hundreds of billions for retrofits.
The proposal would free up key spectrum for wireless broadband giants like Verizon and Elon Musk’s Starlink.
The estate tax
Majority Leader John Thune and 46 other Republican senators back a total repeal of the estate tax, which would likely cost several hundred billion dollars over a decade, benefiting the heirs of the richest 0.1%. That could make it too pricey for the Senate to include.
The House bill permanently increases the estate tax exemption to $15 million for individuals and $30 million for married couples, with future increases tied to inflation.
Private-equity backed accounting firm Ascend has added Florida Regional Leader firm Saltmarsh, Cleaveland & Gund and California-based Glenn Burdette to its platform, effective June 1.
Saltmarsh, Cleaveland & Gund, based in Pensacola and Tampa, Florida, and Glenn Burdette, in San Luis Obispo, California, are the latest firms to join Arlington, Virginia-based Ascend, which is backed by private equity firm Alpine Investors and ranked No. 29 on Accounting Today‘s 2025 Top 100 Firms list, alongside some of its member firms.
Glenn Burdette formerly operated under an employee stock ownership plan and adds a central California presence to Ascend along with a team of 75 and seven partners, while Saltmarsh marks Ascend’s first Florida footprint and adds a team of 16 partners and 178 total team members to the firm.
Ascend reported $314.74 million in revenue and 1,464 employees in 2024.
Terms of both deals were not disclosed.
Ascend’s Nishaad Ruparel
“These are two monumental partnerships for Ascend,” said Ascend president Nishaad in a statement. “Glenn Burdette was founded 60 years ago, and in 2000 became the first CPA firm in California to form an ESOP. That decision marked the firm’s commitment to a set of core values that they still wear on their sleeve today – a desire to provide opportunity for their people, a focus on shared ownership as an enabler of success, and a fierce commitment to hold the pen on their own story.”
Glenn Burdette provides tax, audit, bookkeeping, business consulting and financial management services, primarily to middle-market and small owner-managed businesses.
“Partnering with Ascend is the right move at the right time for Glenn Burdette,” said the firm’s CEO David Merlo. “Their forward-thinking approach and shared values make them a natural fit for our next chapter. We chose Ascend because of their strong commitment to reimagining what’s possible — for both our clients and our people.”
Saltmarsh, Cleaveland and Gund is a full-service accounting and advisory firm offering expertise and specialized consulting for many industries and high-net-worth individuals.
“Saltmarsh has an equally proud history, with an 80-year legacy in Florida’s panhandle and central cities,” said Ruparel in a statement. “The firm is synonymous with quality, is a longstanding best-place-to-work, and has a dynamic group of partners that are seen as trusted advisors across disciplines. Less than a year ago, Lee Bell and the Saltmarsh leadership team took the time they needed to articulate a strategic vision that would carry the firm into the next decade and enumerate a plan for achieving that vision. We feel privileged that they decided Ascend is best positioned to help them fulfill those ideals.”
“The success of our business is entirely about putting our people first so they can do what they love, which is helping our clients achieve success,” said Saltmarsh Advisors CEO Lee Bell in a statement. “Ascend’s intense focus on people and their unique concentration on supporting our more than 80-year legacy as Saltmarsh is why we made the decision to partner with them.”
Both Glenn Burdette and Saltmarsh are independent members of the BDO Alliance.
Since Ascend was launched in early 2023, it has made a significant number of investments, including including Opsahl Dawson in Vancouver, Washington, in January 2023; ATKG in San Antonio in May; LMC in New York City in June; Sentient Solutions for Accounting, an offshore services provider in India and Mexico, in July; Goering & Granatino in Overland Park, Kansas, in October;Wilson Lewis in Atlanta in November; LevitZacks in San Diego in March 2024; North Carolina’s Blackman & Sloop and New Hampshire’s TSS in May; and Lucas Horsfall in Pasadena, California, in October; Walter Shuffain in Boston in January 2025; and McGee, Hearne & Paiz in Cheyenne, Wyoming, in February 2025.
Intuit has reported strong third quarter growth, with the company reporting total revenue of $7.8 billion, an increase of 15 percent. Within this revenue growth, Intuit’s Credit Karma grew the most, raking in $579 million during the third quarter, a 31 percent increase, driven by credit cards, personal loans and car insurance.
With this growth in mind, Intuit is optimistic about its future prospects and has raised its full year guidance for FY2025 as a result. The company now expects to end the year with $18.760 billion, which would represent a roughly 15% annual growth, higher than the previously expected 12-13% growth. GAAP operating income is expected now to grow 35% versus the previously-anticipated 28-30%; non-GAAP income, similarly, is anticipated to grow 18% versus 13-14%.
Business solutions revenue is expected now to grow about 16%, the consumer group is expected to grow about 10% (versus 7-8% previously), the ProTax group is expected to grow 3-4% and Credit Karma is expected to grow 28% (versus 5-8% previously).
Within the consumer group specifically, TurboTax Live is expected to grow 47%, to $2 billion; TurboTax Online is expected to grow about 6% on share gains and average revenue per return is expected to grow 13% as more customers choose assisted offerings. Meanwhile, the number of customers who use TurboTax for free is expected to go down from 10 million last year to 8 million this year.
Intuit CEO Sasan Goodarzi attributed this rapid growth to its AI investments.
“We have exceptional momentum with outstanding performance across our platform. We’re redefining what’s possible with AI by becoming a one-stop shop of AI-agents and AI-enabled human experts to fuel the success of consumers and small and mid-market businesses,” said Sasan Goodarzi, Intuit’s chief executive officer. “We had an outstanding year in tax, including a significant acceleration in TurboTax Live revenue growth as we disrupt the assisted tax category.”
The news comes after the announcement that the IRS Direct File program is likely shutting down after just one year in existence. The program had been the subject of intense criticism from both conservative lawmakers as well as tax prep software companies (via their Coalition for Taxpayer Rights, which represents retail tax preparation and tax software companies and financial institutions) on the basis that the program was unnecessary in light of free file programs offered by public entities, as well as a general distrust of the IRS. Direct File had the potential to undermine software like TurboTax by offering a free service that could have competed with Intuit.