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.
Ross Tennenbaum
Kenneth A Appelbaum/Avalara, Inc.
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.
Avalara’s initial public offering on the floor of the New York Stock Exchange on June 15, 2018.
Michael Nagle/Bloomberg
“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.
The “big beautiful bill” touted by President Trump is getting closer, though the timeline remains imprecise.
“There’s been some public reporting on tougher questions of spending cuts, but the difference between the tax bill this year and the Tax Cuts and Jobs Act in 2017 is that the inclusion of a lot of spending cuts in the same bill makes it more challenging this year. From the bill itself several categories are apparent,” said Stephen Eckert, a partner in the National Tax Office of Top 25 Firm Plante Moran. “There’s the extension of the TCJA extension, campaign promises, and a catch-all category. In some ways we would expect an extension of the vast majority of TCJA provisions, plus the campaign promises as well as potentially all the other things that get thrown in that we didn’t expect.”
“For example, S.711, the Transportation Freedom Act, sponsored by [Sen. Bernie Moreno, R-Ohio], which would give a 200% deduction for wages paid to auto workers. There is a broader category of things that could be coming to support certain industries,” he continued.
Bloomberg/Bloomberg via Getty Images
One looming question regarding campaign promises is the potential modification of the Inflation Reduction Act and green energy incentives, Ecker noted: “There has been opposition to certain changes there from Republicans — we’re watching to see what happens to the fate of energy efficient credits and incentives and to what extent they are modified under the bill.”
The House and the Senate are working in parallel, waiting for legislative text, he observed. “The non-tax portions of the bill will be worked on earlier, but until we get the actual text from the House Ways and Means Committee, there will be questions. For example, there are multiple versions of some of the Trump proposals, such as the proposal to exclude tips and Social Security benefits from income. Each one is a little bit different. We expect changes but it’s unclear what the changes will be.”
Principles or tactics?
For Eckert, the real questions are about where the red lines are for certain members. For example, there have been statements by some House members that they won’t vote for the bill if it includes a cap on state and local tax deductions.
But are those actual red lines, or negotiating positions that will be softened?
“At this point, businesses would just like some degree of certainty going forward,” he said. “Until then, it’s hard to engage in longer term planning. Hopefully, the bill will advance relatively soon so businesses will know what will be the law for the next couple of years and have a chance to plan for the future.”
The House and Senate are both actively working on their versions, and they are constantly interacting with each other, according to Miklos Ringbauer, founder of MiklosCPA in Southern California. “So instead of having A and B and then trying to figure out what they can create out of it, they are now jointly working on it, so it has a greater chance of passing across the board,” he explained.
However, there’s a bit of a gap in the size of the budget cuts in each bill, with the Senate version pegged at less of a cut than the House. And some want to double the SALT limitation, while some would prefer to see it go away altogether.
“Likewise,the estate tax exemption,” he continued. “There are some that would like to see the entire estate qualify as exempt from tax. Those are some of the ideas floating around, but until it’s voted on by both chambers and the president signs it, there’s no law. Everything can change until the very last minute.”
Ringbauer noted that the TCJA required technical corrections and extensive guidance when it was passed in 2017, and he anticipates the same with this year’s bill: “There’s a very short overall window because the 2017 laws are expiring at the end of this year. Between May and December we have just a few months.”
“It looks like everyone is on board with expanding the availability of the Child Tax Credit on the individual side. It helped a lot of families at that time. It helped a number of families to get out of poverty,” he noted.
The reenactment of 100% bonus depreciation and the opportunity to fully expense R&D will be boons to business if they are, as expected, part of the legislation.
“It’s an exciting year for tax accountants; we are seeing a huge transformation of tax laws all over again,” Ringbauer said. “What could happen is, they simply reenact every part of the 2017 tax law legislation, or they could figure out what really worked and what didn’t work, and start adjusting some things and letting other ones expire.”
The standards offer a principles-based framework and a global ethical benchmark to guide accountants in public practice and in business when they’re doing tax planning.
The Q&A publication highlights, illustrates and explains various aspects of the standards to help firms, jurisdictional standard-setters and accounting organizations adopt and implement the standards, and individual accountants apply them. The publication can also help tax authorities, the corporate governance community, investors, business preparers, educational bodies or institutions, and other stakeholders understand the standards.
The Tax Planning and Related Services standards take effect July 1, 2025.
Tech-forward CPA firms–including those listed in this year’s Best Firms for Technology–reported a variety of areas in need of a tech upgrade, and are planning major investments over the next year to address at least some of these pain points.
One of the most commonly mentioned areas were firm practice management systems.
Some, like California-based Navolio and Tallman, wanted better reporting options than were currently on offer from their practice management systems. New Jersey-based Wilken Gutenplan, meanwhile, said they needed practice management software with better billing and reporting features. And others, like top 25 firm Citrin Cooperman, wanted better solutions for internal administrative tasks. Meanwhile, top 100 firm Prager Metis, wanted better workflow and integrations.
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“[We plan to] focus on improving inward facing practice management workflows that seamlessly provide connectivity between different vendor applications. Effectively automation from client intake to delivering the service,” said chief information officer Gurjit Singh.
However, such upgrades are not always easy, and in fact can present a major challenge for firms such as Iowa-based Community CPA and Associates.
“Our biggest technology challenge continues to be managing technical debt and navigating the limitations of our legacy systems—particularly the lack of interoperability and scalability in key platforms like our practice management system (PMS). This system handles many interconnected functions—client tracking, engagement and project management, time entry, billing, and collections—but its tightly integrated design makes it difficult to enhance any one area without impacting others. While we’ve made progress with some integrations and automations, we’re still working to develop and migrate these functions to more robust modern platforms that allow for greater scalability,” said CEO Ying Sa.
Firms also reported a need to update and improve their technology infrastructure. Top 25 firm Armanino, for instance, was expanding its cloud footprint even further, with the firm wanting to move its remaining on-premise dependencies into native cloud solutions. Illinois-based Mowery and Schoenfeld, similarly, pointed to their server infrastructure as an area that needs updating.
For others, though, the question of infrastructure was less about hardware and more about software. In particular, while firms have already made upgrades and improvements to their tech stack, getting these programs to talk to each other seems to be a consistent challenge across firms, one that firms such top 50 firm LBMC said they were eager to address in both their client-facing and back-office technology solutions.
“Our firm’s biggest technology challenge is the ongoing effort to integrate various service-specific applications so they can work seamlessly together. This integration is crucial for enhancing collaboration and efficiency across different service lines,” said CEO Jim Meade.
But while these were the more common answers, there were many other areas that firms said could stand some improvement. Some, such as the Florida-based Network Firm, were looking to upgrade core service solutions like audit, tax or data analytics software. Others named process efficiency as a priority, such as top 25 firm Cherry Bekaert who named automation readiness/standardization for certain practices as an area due for an upgrade, or top 50 firm UHY who said they were working to streamline the engagement life cycle.
And of course there were those, such as top 25 firm Eisner Amper, that wanted to boost their AI capacities.
“Our focus for technology capability additions are in Generative AI where it can help us work smarter and faster—across both client-facing services and internal operations,” said chief technology officer Sanjay Desai.
AI, automation and infrastructure
These pain points have served to inform these firms’ plans for technology investments over the next year. While firms, just like before, provided a wide variety of plans and priorities, most seemed focused on improved efficiency and insights through automation and AI.
However, when it came to AI tools at least, most declined to provide specifics beyond their overall intentions to invest in them. Though, they did say they were hoping to use these solutions to speed up workflows in client-facing service areas like tax or audit, or to acquire tools that would let them create or modify their own AIs.
More expansive visions came when discussing the kinds of hardware purchases that would support these aforementioned AI tools. California-based Navolio and Tallman, for example, elaborated on its plans to purchase new laptops specifically optimized for AI applications.
“We’re planning to invest in a new generation of laptops that come with Copilot-enabled Neural Processing Units (NPUs). These laptops are designed to accelerate AI-powered tasks, and we see them as an investment that keeps our firm aligned with the future of the tech industry. The laptops will have improved internal specs for multitasking and include touchscreen functionality to make day-to-day usage more intuitive,” said IT partner Stephanie Ringrose. Other firms also made mention of new laptops optimized for AI, including Armanino, which added that it is also considering pairing them with hardwire and storage for internal AI production.
Beyond hardware, firms like Community CPA and Associates also said they were planning investments in their software infrastructure as well.
“We plan to begin transitioning to a new ERP and CRM platform as well as explore agentic AI tools for saving time in our accounting services workflows for our clients. We also intend to purchase replacement hardware for routine replacement of equipment that has reached the end of their lifecycle,” said Sa. Cherry Bekaert also said they were looking into new ERPs.
Other planned investments include virtual servers and desktops, API access for SaaS applications, resource scheduling and pricing solutions, data management and governance tools, cybersecurity solutions, and internal communications software.
However, some firms, such as the Network Firm, are not planning to purchase new solutions but to make them in-house, and more are planning to buy some and make others, such as Cherry Bekaert, who said they were building a custom intelligent automation platform. Assurance partner Jonathan Kraftchick said the firm is looking at many different avenues to align their technology investments with business objectives.
“As our portfolio broadens, it introduces new layers of complexity to our operations, requiring cutting-edge systems that deliver actionable insights, enhance decision-making, and streamline internal processes. This challenge propels us to implement diverse technology solutions, meticulously tailored to meet the evolving demands of our expanding portfolio and ensure the seamless integration of new acquisitions,” he said.