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If you’re thinking of offering financial advisory services, don’t overlook estate planning

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It’s no secret that more and more CPAs are offering financial services to their clients. 

In fact, financial planning questions now have a greater emphasis on the CPA exam than ever before. I find that encouraging. But if you think true financial planning is all about investments and annual returns, think again. 

Financial advisors are no longer hanging their hats on portfolio performance. They’re moving toward the holistic approach to wealth management, an approach that goes beyond financial services to account for any factor that touches a client’s financial life. The holistic approach recognizes that financial health is closely intertwined with physical, emotional, mental and social wellbeing. I’m guessing this wasn’t covered in your accounting school curriculum.

To move into this area successfully, you’ll have to do more than crunch the numbers and plug in investments. Clients and strategic partners will evaluate you based on how well you can really listen to clients and empathize with them. Those attributes are now more important than your advanced math skills, technical skills, and knowledge of the Tax Code.As Clayton Oates, founder of QA Business, wrote in the foreword of my new book Holistic Guide to Wealth Management (CPA Trendlines), “Empathy is an area we have only just begun to explore in our profession. It’s about the art of asking questions and listening. It’s about discovering new circumstances in your client’s business and personal life that were previously not discussed. Shared discovery helps create a genuine and lasting connection with your clients.”

In the introduction, Seth Fineberg, founder of Accountants Forward, explained that as a CPA, you are your clients’ most trusted guide. “You are the one who has been helping them in their financial lives the longest,” he wrote. “And even if your client tells you they already have a financial planner, it’s worth reaching out to that planner and potentially collaborating with them as part of your service to ensure that your client is getting the best possible advice. That’s because every single year, you know what they owe in taxes and why.” 

According to Fineberg, accountants know intimately where their clients’ spending goes and may already offer basic ways for them to save on taxes. In short, “the trust is there. The data is there. Why aren’t you helping them more?” he askedI began to ask myself the same thing as I started making deeper inroads into the accounting profession. Thanks to advances in technology and increasing affordability of a virtual family office model, you can provide your clients with access to a wide range of services. Experts can be brought in as needed to provide specialized knowledge about accounting, tax, estate planning, insurance, legal, philanthropic planning, investment and administrative matters. Best of all, the experts don’t have to be in-house on your full-time payroll. Again, as the client’s CPA and most trusted advisor, you direct the relationship and remain the central point of contact. 

Estate planning to cement client relationships

When it comes to providing the family office level of care, estate planning comes top of mind. On a recent podcast I hosted, Andreas Mazabel, head of advisor sales at Trust & Will said firms that are proactively adopting estate planning are finding it a powerful way to deepen relationships and better connect with their clients’ values and the extended family’s values. He believes advisors who are not incorporating estate planning into their practice are losing clients to firms that do.

“One thing we continue to see is that clients looking for advisors want complete holistic planning,” said Mazabel. “They tell us: ‘I don’t want to go to three or four different offices to get all of my stuff done. I want to go to one trusted source who really understands my goals and my gaps and can help me build a complete plan around that.” 

Mazabel said that for many years as an advisor, his focus was on building up a client’s assets. There wasn’t much emphasis on protecting those assets or transferring them tax-efficiently to NextGen or the causes they believed in, he noted. Like Mazabel, I’ve long believed you can connect generations with estate planning. It’s a great retention tool as well as a great prospecting tool. And thanks to online estate planning tools like Trust & Will, technology streamlines the process for clients. In the past, advisors would refer clients to an estate attorney and hope they’d show up. Once there, clients would have to endure uncomfortable conversations about health care directives, powers of attorney, and death. Now they can do it from the comfort of home and have an advisor walking them through the process. By making it easier for the advisor to be involved directly in the estate planning process, Mazabel says it’s much easier to hold clients accountable for following through. 

Trust & Will’s research has found that when a person comes to set up an estate plan on the platform without a financial advisor, there’s about a 25% chance they’ll go through the process and complete it. But when they come through a financial advisor, the completion rate goes up to 75%. That’s one of the many advantages of having a trusted advisor. 

When you consider that 55% of Americans don’t have any estate documents and only 31% have a basic will, according to Trust & Will’s 2025 Estate Planning Report, I can’t think of a better argument for the power of accountability.

Speaking of statistics, my good friend Michael DiJoseph, a senior strategist at Vanguard Investment Advisor Research Center, has long studied and quantified the value that a skilled advisor brings to clients vs. clients who don’t use financial advisors. Vanguard celebrated the 25th anniversary of its Advisor Alpha Study, which has consistently shown that skilled advisors add a full 3% (300 basis points) annually to a client’s portfolio. How? By holding them accountable to their plan and helping them avoid rash, wealth-eroding decisions during times of market volatility or personal stress. Over those 300 basis points, Vanguard believes 200 of that “alpha” comes from behavioral coaching, which could include trust-building activities such as estate planning. 

According to DiJoseph, the higher the level of trust a client has in their advisor, the more likely they are to make a referral. DiJoseph’s team has taken it a step further and looked into the three main components of trust. Emotional trust was by far the most important component:

  • 17% of respondents rated “functional trust” (building portfolios, doing financial planning, etc. as the single most important type of trust. 
  • 30% of respondents rated “ethical trust” (advisors’ interests are aligned with theirs vs. trying to sell them something) as the single most important type of trust.
  • 53% of respondents rated “emotional trust” (softer skills: actively listening; asking good questions; treating clients like people, not portfolios) as the single most important type of trust.

From my standpoint, these stats are very welcoming for a profession that hangs its hat on trust. As I discuss throughout my book, working toward that ROR (Return on Relationship) is about developing emotional trust with clients and having a greater connection with them. That’s how you can introduce estate planning into your holistic type of offering to clients. Even better, it can increase revenue and provide clients with much appreciated peace of mind.

For forward-thinking CPAs, estate planning isn’t just an add-on service; it’s a cornerstone of relationship-centered wealth management that clients increasingly expect from their most trusted advisor. Build your ROR today!

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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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