Avalara’s new president, Ross Tennenbaum, wants to center the indirect tax solutions provider squarely on its customers.
In his new, expanded role , which was announced Tuesday, Tennenbaum will be responsible for driving company-wide improvements and ensuring the success of every Avalara customer around the globe. As president, he will oversee the majority of the company’s business operations, including Avalara AvaTax for sales and use tax calculations, Avalara Returns, Avalara Exemption Certificate Management, and Avalara Tax Research. Tennenbaum will also lead the teams responsible for Avalara’s customer and compliance operations, finance functions, India operations, and legal functions. He replaces the previous president, Amit Mathradas, who departed more than a year ago.
While Tennenbaum had previously been CFO at Avalara, his involvement with the company goes back further than that, having become familiar with Avalara when, as an investment banker, he personally worked with the business to launch its IPO in 2018. After that he was brought into Avalara as executive vice president of strategic initiatives, where he oversaw building integrations between the businesses it had acquired, and eventually replaced the CFO when he retired.
His experience, he said in an interview with Accounting Today, means he knows the company inside and out, adding that he likes getting into the weeds to understand even the small details.
Tennenbaum said his immediate priority is in examining the company’s core products, “the heritage of the company,” from top to bottom in order to see where any steps along the customer process from marketing and sales to onboarding and support can be made more efficient and user-friendly, stating, “I think we can drive more growth in the business, I think we can do better by our partners and our customers and run a more profitable machine, so that is step one.”
In the longer term, he expressed a desire to center the customer experience for a more streamlined and simple application that gets as close to self-service as possible.
“We’re giving customers a better experience, the ability to self-serve … We want to make sure that customers have one front door to come into. We’re providing the best experience based on the problem. We understand the time and effort it takes to solve different kinds of problems and we have the right agents aligned to it, or AI, where we can. We’re owning those cases all the way to the end with the right solutions, so overall a better experience, more proactive support, leveraging more AI and a smarter experience,” he said.
Part of this vision is the new AI-driven support portal which is set to launch later this year, which provides a centralized space where people can get assistance with their solutions. The chatbot, he said, can field questions on the fly like how people can change their passwords. While it is initially meant to handle simple inquiries, there are already plans to bolster the AI’s capacities to handle very complex questions and give more intelligent answers,
Beyond this, Tennenbaum also pointed out Avalara’s wider ambitions to expand further into compliance solutions. He noted that while customers like their sales tax solutions, they have so many more compliance obligations to worry about, and the bigger the company the more they have as they cross multiple jurisdictions, “and heaven forbid you’re global and you’ve got obligations all over the world.” Taxes tend to lead into compliance anyway (think of the need to register with a jurisdiction once nexus is established), so it seems a natural fit for them to expand this way.
“We want to expand to help our customers with all their compliance obligations. It starts with tax, but some of these aren’t even necessarily tax-related … GDPR obligations, or HIPAA type obligations, trucks crossing state lines and having to file certain forms,” he said, though he added that, “The here and now is sales tax, [but] why can’t we be growing new product lines?”
With this in mind, he pointed to the company’s efforts to expand into e-invoicing as well, which is increasingly becoming mandated in markets like the European Union. Avalara itself recently took part in the first successful test of a U.S. e-invoicing network sponsored by the Federal Reserve. Tennenbaum said this is likely the way the entire world will soon be going, and he does not want to be caught unprepared.
“We bought some things and built some things and it’s going well,” he said. While he demurred on the specifics, Tennenbaum said, “We have some really great partnerships in the works with some blue chip partners and some really great early customers on the e-invoicing side.”
But the core tax focus has not been forgotten either. He said that Avalara has built out its capacities on the use tax side of things, noting that it’s the other side of the coin of sales tax.
“Every time I buy something, someone is selling something, so for every transaction there are two sides, buyer and seller,” he said, adding that focusing on the use tax side of things can make Avalara an even bigger part of transactions. “Everyone has use tax obligations. We’re saying, ‘Hey, we can help with the process for both sales and use tax.’ There’s many situations where customers are buying things where they should be exempt or the seller is charging the wrong rate of tax, either overpaying or underpaying, and that could be millions from your pocket.”
Artificial intelligence will be key to Avalara’s plans going forward. He said the company has made great strides in terms of applying AI to document classification and optical character recognition, but felt there was much more they could do. For instance, while AI currently can facilitate many processes, it relies on a relatively static set of knowledge content — what if, in the future, AI could update this content automatically as rules and regulations change? E-invoicing compliance, for example, involves dealing with multiple jurisdictions with different mandates and different timeframes and different requirements based on where one does business, some of which could change in the future and require different solutions. AI could recognize these changes and adjust itself accordingly, and perhaps even recommend new solutions that can help users in specific situations.
Tennenbaum’s vision for AI is part of his larger ambition to center the customer and make the experience as seamless as possible.
“I think our customer experience is siloed. I want to take on the mantle of a great customer experience and make it great for our customers and partners and when you apply that to AI, it helps us me more efficient because there is less throwing people at the work … . It is a win-win-win: partners are happier, customers are happier, and we get much more efficiency,” he said.
Following the Republican victory in the 2024 election and the reelection of President Donald Trump, tax reform and political changes are at the forefront of every accountant’s agenda.
The inauguration of Trump signals a dramatic shift in the tax landscape, with significant reforms expected to impact businesses and individuals. Accountants must remain vigilant, understanding how proposed changes may affect their clients and their own advisory strategies.
Tax considerations for construction project timing
Accountants must carefully evaluate how potential tax reforms under Trump’s presidency could affect the timing of taxpayer construction projects. Trump has expressed potential intent to cut Inflation Reduction Act spending and to roll back President Biden’s climate and energy policies. Changes to IRA credits, particularly those tied to renewable energy and infrastructure investments, may alter their availability or size, prompting the need for accelerated project completion to maximize benefits before credits phase out.
Potential tax change: For qualified assets, 100% accelerated bonus depreciation may return. Currently, the ability to claim a full depreciation deduction is being phased down and will be eliminated for most properties placed in service starting in 2027.
Adjustments to the bonus depreciation rates could provide further incentives to change the timing of construction projects, allowing taxpayers to take advantage of expanded accelerated depreciation for such projects in the future. Additionally, accountants should help clients weigh the trade-off between immediate cash tax savings from deductions, such as accelerated depreciation, and the long-term value of tax credits.
Accountants and taxpayers should weigh the potential for changes to existing credits and future depreciation rates and model these scenarios when considering the timing of substantial construction projects.
Considerations for business entity selection and pending tax reform
Proposed changes, including a reduced corporate tax rate, raise critical questions about entity selection and tax structure.
Potential tax change: Trump has proposed decreasing the corporate tax rate from 21% to 20%, and potentially to as low as 15% for companies that manufacture in the U.S.
The possibility of a flat 15% corporate tax rate has significant implications. Accountants should evaluate the tax impact of potential changes to the corporate tax rate when reviewing current pass-through entity tax structures and consider the total effective tax rate and other compliance issues. For example, lower corporate federal rates may offset the complexity of state taxes with varying pass-through entity tax regimes. Additionally, pass-through owner capital gains rates — including the net investment tax, potential limitations on deductions such as pass-through owner health insurance expenses, and payroll taxes, among other tax considerations — may necessitate a closer look at current tax entity selections.
The tax rate implications above also must factor in Section 199A, which offers a 20% deduction for qualified business income. Personal rate adjustments could affect the overall value of the deduction. Clients engaged in specified service trade or business activities generally are excluded above certain income thresholds. Those businesses that are not included in the SSTB category still must satisfy certain W-2 wage and or basis in property metrics to claim the deduction.
Tax reform hurdles: Political and policy challenges
The path to tax reform is full of obstacles that could shape the timing and substance of the legislation. A single comprehensive bill may face greater political resistance but offers holistic reform, while dividing reform into smaller bills could address priorities piecemeal but delay broader implementation.
Potential tax change: Trump indicated that he would reverse a provision of his 2017 tax cut package that limited Americans’ ability to deduct state and local taxes on their federal returns.
Negotiations around the state and local tax deduction are an example of policy differences that could shape both the legislation but also the timing. Beyond the political debate, reconciliation rules limit provisions to those directly affecting the federal budget as well as other limitations. Certain items on the tax reform agenda could be limited by the budget reconciliation process. Lastly, shifts in Congressional Budget Office scoring methods may impact tax reform dynamics.
Tax planning for a decreasing rate environment
A reduction in corporate tax rates offers planning opportunities and challenges. Accountants should model scenarios to recommend strategies to defer income or accelerate expenses to take advantage of rate reductions. Timing differences, such as accelerated deductions or deferred income recognition, can create permanent tax savings in changing rate environments.
Accountants must consider the impact of these adjustments on financial statements. Accountants should prepare for the revaluation of deferred tax assets and liabilities under new tax rates and communicate potential impacts on earnings and disclosures to stakeholders. Additionally, timing considerations will be at the forefront as the enactment date of potential future legislation will need to be considered for financial statement purposes.
Opportunities for accountants
The shifting tax landscape following the presidency of Trump presents numerous opportunities and challenges for tax professionals. By adopting a proactive, advisory-focused approach, accountants can add significant value to their clients. By not only understanding the intricacies of new tax laws but also providing strategic tax planning that aligns with clients’ financial goals.
German prosecutors are preparing to bring the first criminal charges against staff who worked at Macquarie Group Ltd. over the Cum-Ex tax scandal, in a signal that officials are ramping up their years-long probe.
Prosecutors based in Cologne plan to initially charge a few of the bankers who were working at the lender before 2012 when the trading occurred, according to people familiar with the matter. Macquarie has previously said that as many as 100 people were swept up in the probe.
A spokesman for Cologne prosecutors confirmed that they’re planning to issue new indictments but declined to disclose the names or banks involved. Macquarie declined to comment.
Cum-Ex was a controversial trading strategy designed to obtain duplicate refunds by taking advantage of how dividend taxes were collected. Germany stopped the practice in 2012 and is now probing about 1,800 suspects from across the global financial industry. More than 20 people have been convicted in German courts for their part in Cum-Ex.
Investment bankers at Macquarie’s London office were central to Cum-Ex deals and have been in prosecutors’ cross-hairs for years. In the fallout from the scandal the lender has already settled two separate matters involving German dividend trades between 2006 and 2009. The bank paid €100 million ($105 million) to German authorities as part of this agreement.
The number of suspects in the German Cum-Ex probes linked to Macquarie has continually increased. In 2018, Macquarie said about 30 staffers were targeted. In 2020, the bank disclosed that the number had climbed to 100, most of whom are no longer at Macquarie. In a 2024 company report, the bank reiterated that number, adding that the lender has provided for financial risks out of the case.
Under German law, companies can’t be charged with crimes but prosecutors can use a related form of proceeding to add them as parties to criminal cases. That is how investigators targeted VW, when the automaker settled with prosecutors over the diesel scandal for €1 billion in 2018.
British hedge fund trader Sanjay Shah was sentenced to 12 years in prison by Danish judges in December for orchestrating the same scam in Denmark, the heaviest jail term handed down so far in Europe.
Charges against Macquarie bankers have been expected for years but Cologne prosecutors repeatedly delayed decisions. The pandemic slowed law enforcement on multiple fronts, including reduced court capacity.
However, the Cologne prosecutors office, which is investigating suspects in 130 different probes, has also struggled with its own work management. This week Tim Engel, the new head of Cum-Ex prosecution, told reporters this broad approach is taking a toll on investigators who have to wade through enormous amounts of seized documents.
After more than a decade of investigations, Cologne prosecutors are now also facing the prospect of running out of time to prosecute, at least in some of their cases. But only very few proceedings against individual suspects will have to be dropped completely, Engel said.