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Financial Fundamentals: A CPA advantage

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Business leaders of many privately owned companies often face an overwhelming volume of accounting and financial data. This flood of information can obscure a clear understanding of their organization’s full financial profile, leaving them flying financially blind.

Common challenges include:

  • Information overload: Leaders struggle to interpret big-picture financial results from excessive data.
  • Too much detail: Financial and accounting reports often dive into considerable details, bogging leaders down in “financial weeds.”
  • Decision-making effect: Without a clear financial profile, leaders lack the foundation to best evaluate results and to make the most informed decisions possible.

This gap presents a significant opportunity for CPAs to step in and deliver clarity through what I call “Financial Fundamentals” — concise, relevant insights that enhance decision-making.
The difficulty, time and cost of procuring third-party capital leaves many privately owned companies thinly capitalized, making the need to understand and monitor their full financial profile essential.

They are susceptible to both the positive and negative effects of fluctuations in operating earnings and cash flow, as well as their related impact on capital components, including liquidity.

The opportunity for CPAs

CPAs are uniquely positioned to address this critical need. By leveraging their expertise, CPAs can condense complex financial data into meaningful FF that:

  • Simplify critical insights.
  • Strengthens client relationships.
  • Differentiates their services in an evolving and competitive market.
  • Adds value to their firms.

CPAs who want to deliver Financial Fundamentals should consider the following framework: 

  1. Define FF: Identify the most critical financial insights, such as cash flow, operating earnings, and capital components.
  2. Calculate FF: Extract these insights from existing, readily available data.
  3. Summarize FF: Present insights clearly and concisely, using formats that are easy for clients to understand.
  4. Report FF: Communicate findings effectively, ensuring clients can act on the information provided.

In complex situations, keeping things simple often leads to the best outcomes. A timeless principle to remember: Simplicity is the ultimate sophistication.

By mastering Financial Fundamentals, CPAs can position themselves as indispensable advisors.

The value of FF

For business leaders, here are the values of FF:

  • Clarity and confidence: Business leaders gain a simplified yet comprehensive view of key financial elements, including their trends and drivers, fostering informed decision-making and peace of mind.
  • Enhanced Tools: FF strengthens existing KPIs, dashboards, and operational reports for a well-rounded financial framework.

For CPAs, the value of FF includes:

  • Market differentiation: They position CPAs as innovative, client-focused advisors.
  • Consultative services: They increase opportunities for consulting engagements.
  • Professional growth: They expand expertise and deepen client engagement.
  • Business success: They help CPAs strengthen relationships by providing insights that are often overlooked or underreported.

In short, Financial Fundamentals play a pivotal role in monitoring performance, evaluating business health, and facilitating communication with stakeholders.
A winning analogy: Football fundamentals

Success in football hinges on mastering fundamentals like blocking and tackling. Similarly, business success depends on strong Financial Fundamentals. 

Football coaches who emphasize these basics enhance their teams’ performance and their own careers. Similarly, CPAs can further empower business leaders by providing and teaching FF.

Like a football team, a business might succeed without strong fundamentals, but their ability to thrive is significantly reduced. Without fundamentals, the likelihood of undesirable outcomes increases.

CPAs have the expertise and cross-professional relationships to deliver this critical guidance. If you don’t provide Financial Fundamentals, who will? Your competitors?

Call to action: Delivering Financial Fundamentals

Every aspect of life and business improves when fundamentals are prioritized.

Business Financial Fundamentals are essential across all stages of a company’s lifecycle, whether it is a startup, in survival mode, experiencing growth, or planning an exit.  

As the name suggests, Financial Fundamentals are just that: fundamental. They form the bedrock of succinct and understandable financial comprehension.

Despite significant investments in accounting and financial reporting, many organizations lack succinct and understandable FF. This gap creates a prime opportunity for CPAs.

Key actions for CPAs to take include:

  1. Simplify reports: Use plain language, reduce jargon, and focus on what truly matters.
  2. Collaborate with stakeholders: Engage with bankers, clients, and other business leaders to gather diverse insights and build advocacy.
  3. Focus on core financial concepts: Highlight critical areas such as cash flow, operating earnings, and capital components like financial health, value, and borrowing capacity.
  4. Condense insights: Summarize FF into a single, digestible report.
  5. Host workshops: Share expertise through case studies and training sessions, reinforcing the value of Financial Fundamentals.

Why now?

Financial Fundamentals is a relatively new concept, meaning there is currently minimal competition in this space. CPAs who embrace it now can:

  • Dominate their market.
  • Build a reputation as innovative, indispensable advisors.

By prioritizing Financial Fundamentals, CPAs further empower clients while elevating their professional standing. 
With FF, CPAs can drive client success while cementing their role as indispensable advisors. Mastering Financial Fundamentals is not just an opportunity for CPAs — it’s a necessity for staying ahead in an ever-evolving and competitive landscape. 

The question isn’t whether to embrace Financial Fundamentals, but rather: When will you start?

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Accounting

Accountants on class actions, SEC audit clients and more

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Complimentary Access Pill

Enjoy complimentary access to top ideas and insights — selected by our editors.

This week’s stats focus in part on the Securities and Exchange Commission audit client market, with overall market share for the largest firms, the overall number of new SEC audit clients, and top firms for new audit clients by quarter; as well as the number of accounting-related securities class actions; the amount of federal taxes paid by unauthorized immigrants in 2023; and the amount of federal debt per taxpayer.

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Accounting

Misunderstandings keep families from claiming tax credits

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Lack of awareness, fear of mistakes and penalties, and the cost of filing are preventing many families from claiming millions of dollars in tax credits, according to a new study.

The report, released Tuesday by the New Practice Lab at New America, surveyed over 5,000 respondents to learn why so many households fail to claim the Child Tax Credit, the Earned Income Tax Credit and other tax breaks that could help them.

Awareness gaps were a big barrier. Among households earning under $10,000 annually, 36% were unaware of any tax credits, more than double the rate among households earning over $150,000 (17%).

Misunderstanding their eligibility also kept many taxpayers from filing their annual returns. One-third of lower-income households earning under $26,000 who hadn’t filed taxes in the past three years said they didn’t file because they believed their income was too low. But within this group, 20% had earned income and 37% had children — factors that probably would have made them eligible for claiming the tax credits if they had filed.

Fear of making a mistake and being penalized for it was the most common barrier to filing a return, particularly among lower-income households. This fear had major consequences, as 61% of respondents who felt this way hadn’t filed tax returns in the past three years, and even when they did file, they were more likely to miss out on tax credits.

Filing a tax return can be expensive for families, forcing them to forgo other expenses in order to file. Even though 36% of survey respondents cited cost as a barrier, most had used professional tax help at some point due to concerns around navigating the process alone.

Accessing the right documents poses a challenge for taxpayers.Half of the survey respondents said they had trouble gathering the documents they needed to file their taxes, and 80% of those who faced documentation issues struggled with more than one type of document.

Most low-income households are already connected with other types of government support services, but tax credits feel like a separate disconnected area. The survey found 84% of households who had not filed taxes at all or irregularly in the past three years had participated in at least one other public support service during that same time period. 

“Accessing tax credits is often overwhelming and costly, creating unnecessary barriers for the families who need this support the most,” said Devyani Singh, lead author of the report, in a statement. “Tax credits can be a critical lifeline for families that are struggling financially, and it’s up to state Departments of Revenue to look at the process as a delivery issue. There’s no one-size-fits-all solution to increasing tax credit uptake; improving access requires a multipronged strategy combining personalized outreach, streamlined systems, and policies that meet families where they are.”

The report pointed out that such  factors are important for government agencies to consider, especially as the White House and some lawmakers in Congress express interest in increasing the amount families can get from the Child Tax Credit. However, the proposed shuttering of free tax-filing programs like Direct File, which New America was involved in studying, will make it harder for families to access these benefits. The tax reconciliation bill would also restrict access to claiming the Child Tax Credit to families with Social Security numbers as a way to deter immigrants from accessing such benefits.

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Accounting

Senate panel grills IRS commissioner nominee Billy Long

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The Senate Finance Committee questioned Billy Young, President Trump’s nominee for Internal Revenue Service commissioner, about his plans for the beleaguered agency and promotion of dubious “tribal tax credits” and Employee Retention Tax Credits during a long-awaited confirmation hearing Tuesday after a series of acting commissioners temporarily held the role.

Trump announced in December he planned to name Long, a former Republican congressman from Missouri, as the next IRS commissioner, even though then-commissioner Danny Werfel’s term wasn’t scheduled to end until November 2027. Since then, the role has been filled by four acting commissioners who have faced pressures to accept drastic staff cuts at the agency and share taxpayer data with immigration authorities.

Long insisted during the confirmation hearing that he would defend the integrity of the IRS and maintain an open door policy, emulating the example of former commissioner Charles Rossotti, who served from 1997 to 2002.

“If confirmed, I will implement a comprehensive plan aimed at enhancing the IRS, but also one that develops a new culture at the agency,” he said in his opening statement. “I am eager to implement the necessary changes to maximize our effectiveness, while also remaining transparent with both Congress and taxpayers. It is important to also recognize the dedicated professionals currently at the IRS whose hard work too often goes unnoticed. It is my pledge that we will invest in retaining skilled members of the team. This does not mean a bloated agency, but an efficient one where employees have the tools they need to succeed.”

Committee chairman Mike Crapo, R-Idaho, expects to see changes at the agency. “Congressman Long is very clear that he will make himself available to all IRS employees, no matter their seniority,” Crapo said in his opening statement. “Moreover, he wants to implement a top-down culture change at the agency. This sea change will benefit American taxpayers, who too often view the IRS as foe, rather than friend. Congressman Long knows, from years of experience in the House, that to be a successful Commissioner, he must be a valuable partner in Congress’ efforts to ensure that new tax legislation is implemented and administered as Congress intends it to be.  I am also confident that he will be fully transparent and responsive to Congress and the American people.”

Sen. Ron Wyden, D-Oregon, the top Democrat on the committee, questioned Long about his promotion of “tribal tax credits” and the fraud-plagued ERTC. “Most of Congressman Long’s experience with tax issues came after he left Congress, when he dove headlong into the tax scam industry,” he said in his opening statement. “Cashing in on the credibility of his election certificates, he raked in referral fees steering clients to firms that sold faked tax shelters and pushing small businesses to unknowingly commit tax fraud.”

Wyden asked Long about the $65,000 he earned from referring friends to tax promoters who claimed they had acquired income tax credits issued to a Native American tribe and then sold the tax credits to investors. “There’s a problem. The IRS said in March that the credits do not exist. They’re fake. They are a scam. Now you’re asking to be put in charge of the IRS, and the IRS confirms that these aren’t real. Tell the committee, do you believe these so-called tribal tax credits actually exist?”

Long insisted his only involvement with the credit was to connect interested friends and offer to put them on a Zoom call with someone, but he was not on the Zoom calls himself. Wyden pressed him on whether the tax credits actually exist.

“I think the jury’s still out on that,” Long admitted. “I know since 2022 they’ve been accepting them, so now they claim that they’re not. I think that all this is going to play out, and I want to have it investigated, just as you do. I know you’re very interested in this subject. I am too.”

Wyden also asked about $165,000 in campaign donations that went to Long’s unsuccessful 2022 Senate campaign after Trump named him as the next IRS commissioner. Long insisted he had followed guidelines from the Federal Election Commission. “You know as well as I do, anytime you’re dealing with the FEC, you have to follow FEC guidelines, and that’s exactly what I did all the way,” he said.

Wyden then asked him about his work with promoters of the Employee Retention Tax Credit. “You stated on a YouTube video that everybody qualifies for the Employee Retention Tax Credit, and you urge listeners to ignore CPAs that said they didn’t qualify. Do you really think everybody qualifies?”

“If you listen to that video, I hate to correct you, but I didn’t say everyone qualifies,” Long responded. “I said virtually everyone qualifies, meaning most people.”

Sen. Elizabeth Warren, D-Massachusetts, and other Democrats also questioned Long about whether he would follow Trump’s orders to audit certain taxpayers or remove the tax-exempt status of organizations, even if it violated the law. Long insisted he would follow the law but declined to explicitly say whether he would defy an order from Trump.

“I don’t intend to let anybody direct me to start an audit for political reasons,” he said.

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