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The 2024 Accounting Today Salary Survey: Partners pinching pennies

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Compensation for early-career accountants is a key factor in making the profession more attractive for young people. Starting salaries have lagged behind that of neighboring professions and industries; students can graduate into higher-paying jobs in finance or technology with the same level of education or less than is required for accountants.

And with the ongoing labor shortage — fewer people studying accounting, fewer completing 150 credit hours, fewer achieving CPA licensure, and even fewer staying in the profession until they make partner — accounting firms have no time to waste in raising starting salaries.

Accounting Today and its parent company Arizent conducted our inaugural salary survey in May 2024, collecting over 560 responses from accountants from firms of all sizes regarding their salaries, benefits and career trajectories. The survey found that the median base salary for a staff accountant nationwide is $65,000. For comparison, in Pennsylvania, entry-level CPAs earn $68,000, versus entry-level finance consultants at $71,000, management consultants at $87,000 and supply chain managers at $91,000, according to a recent talent retention report by the Pennsylvania Institute of CPAs. Meanwhile, graduates who majored in engineering, computer science and math are all expected to earn starting salaries above $70,000, according to nationwide projections from the National Association of Colleges and Employees ($76,736, $74,778 and $71,076 respectively).

August 2024 salary survey image cropped.jpg

What is keeping firms from raising starting salaries? The answer involves a complex set of factors, but the first reason is straightforward, if a bit antiquated: This is the way it’s always been done.

“There’s a mindset that this is an apprentice business. There’s a huge investment that firms make in people in the early years and as they get skilled they earn more,” said Jennifer Wilson, partner and co-founder at ConvergenceCoaching. “But that model is a mindset that’s no longer valid because most young people out of school expect that they’re going to have big investment by their employers, regardless of their chosen profession, and they’re not willing to pay dues by making less and learning more. They’re figuring, ‘I’m going to get that anywhere.'”

(See the data from Accounting Today’s 2024 Salary Survey here.)

The U.S. Bureau of Labor Statistics projects that Generation Z (those younger than age 28), will make up about 30% of the U.S. workforce by 2030. This cohort is already defining how their work expectations differ from the generations that preceded them, including having little desire to spend their entire lives at one company, or even in one industry, which is antithetical to the traditional career path for an accountant, where it was considered normal to progress from intern to partner all at the same firm. In that model, low starting salaries were accepted because young accountants expected to make it up once they made partner.

Younger generations aren’t sure they want to stay at the same firm that long, however, and with 47% of respondents to Accounting Today’s survey saying that it takes between 10 and 20 years to make partner at their firm, they may be less willing to forego current compensation for money that may never materialize in a role they may not even be interested in taking on.

“That idea of delayed gratification is an old-fashioned idea, and it still lives inside our profession,” Wilson said.

The second contributor to low salaries is the interests of aging partners nearing retirement, Wilson said: “The average partner comp has continued to increase over time when starting salaries have not, and that is a lack of redistribution of that wealth. I would say it’s because partners feel like, ‘I paid my dues and I deserve this.'”

Survey data reflected a median base partner salary of $125,000 for firms with fewer than 10 employees, and $205,000 for those at firms with more than 10 employees. These numbers likely skew low, as 53% of respondents reported working at firms with less than $5 million in net revenue. For this reason, partner data for midsized and big firms could not be broken out in detail with a high enough level of statistical significance. However, the data indicates the top 5% of partners at firms with fewer than 10 employees earned salaries of $250,000, and the top 5% at firms with more than 10 employees earned $700,000. (Partners at the Big Four and other billion-dollar firms can make far more than that, of course, but relatively few participated, and were treated as outliers.)

As one survey respondent, a chief operating officer at a midsized firm, put it: “Look out for yourself. Partners are greedy. Public accounting is a giant pyramid scheme.”

But accountants are not compensation experts, and they do not invest in HR expertise as they should, Wilson said. The common objection to increasing starting salaries is the assumption that if you raise starting salaries, then you have to raise everybody’s salary, and that would cost a fortune. The solution is to make the largest adjustment in the lowest salary band (staff), and then make smaller adjustments in the subsequent bands (senior, manager, etc.) to lessen the steep climb to partner salaries.

The data also reveals that an individual’s number of years of experience does not have an appreciable impact on aggregate salary ranges for each job level. The median salary for staff with less than 10 years experience was $65,000, and $71,000 for staff with more than 10 years. Similarly, seniors with less than 10 years showed a median salary of $87,000, and only $88,000 for seniors with more than 10 years.

“Tenure means nothing anymore,” said Sandra Wiley, shareholder and president at Boomer Consulting. “The number of years you’ve been sitting in the seat at whatever firm you’re at has a lot less to do with your salary than what you bring to the table, how fast you learn it, and how fast you apply it.”

The consequences

The result is poor work-life balance in exchange for low salaries for young accountants. For some, the promise of a greater salary down the road isn’t enough to counterbalance working 80 hours a week during tax season now. “You’re going to wish you were paid hourly during busy season,” one senior tax associate at a large firm said.

“I wish I knew that public accounting firms don’t value their employees the way that they say they do. What is said and what is done does not match,” a tax accountant at a midsized firm said. “Low pay, long hours, grueling work, no internal onboarding or training to support staff. It’s a sink-or-swim mentality.”

Raises typically come through promotions and performance evaluation. Though 74% of respondents say they know what qualifications they need to be promoted, roughly one-third of staff, seniors and managers say they feel the need to jump to another job in order to make a meaningful increase in salary. In the same vein, three-quarters of respondents say they’ve worked at another firm before joining their current firm.

“If making as much money as possible is the goal, be prepared to jump firms every few years,” a tax manager at a small firm said. “Many firms do not reward long-term loyalty with appropriate salary increases after two to three years.”

It’s an employees’ market now, Wiley said. “Senior leadership has figured out, ‘If you don’t give me what I want here, I can go tomorrow and find the job that I want out there.'”

But KPMG’s vice chair of talent and culture, Sandy Torchia, doesn’t see this trend as entirely negative. While there are opportunities for moving around functions, industries and geographies within a Big Four firm, “Not everyone’s going to stay at KPMG for their entire career, but building future leaders, giving them the experiences and credentials to go and be successful at our clients, in our communities, etc., is a really important part of the ecosystem.”

The solution

Higher starting salaries are key to making the accounting profession more attractive to young people, but the solution is multifaceted.

It starts with salary transparency, both for lower-level salaries and partner salaries. KPMG is taking steps to do just that: “When we’re communicating compensation to our employees at the beginning of the fiscal year, we communicate to them pay ranges, and the pay ranges are for their base salary as well as for variable compensation,” Torchia said. “We want to make sure that they understand not only the pay ranges, but where they fall within that pay range, so that they can see what the opportunity is for growth within their current role.”

The next step is actually raising starting salaries: “Given the demographic tendencies of the people entering the workforce now, they’re not in a position where they feel like they can defer those big earnings that far out into their career,” said Lisa Simpson, vice chair of firm services at the American Institute of CPAs. “So are there ways to push it down a little earlier and make the jumps in between each level less dramatic?”

The time it takes to make partner will inevitably need to shorten too. “People are not going to wait that long,” Wiley said. “If we are true to our word that entry-level staff positions can be outsourced or automated, that means we have to start people at a different level to begin with.”

This means firms will have to start teaching and training differently. “It requires more handholding on the front end, but they’re able to get to the higher-level work faster. Therefore, the billing that you can get them to quicker is better,” Wiley said.

‘Culture is greater than salary’

The consequence of pushing off salary increases is the risk of talent exiting the profession entirely, which makes retention all the more important. The pipeline problem isn’t going away. Firms need to be competing not only on compensation but benefits and culture, too.

“Culture is greater than salary,” a manager at a large firm said. “I could jump somewhere for maybe $10,000 to $20,000 more, but I do not think I can replicate the culture of my firm. A lot of people I talk with have moved jobs for more money and almost immediately regretted it due to the work environment. I would rather take a steady, reasonable paycheck, with job security and ethical bosses, than move to a higher paying job where I’m constantly fearing retaliation or being fired.”

While noting it is difficult to make blanket generalizations for the entire profession, “I think all firms have different levers they can push if they really focus on managing that workload,” the AICPA’s Simpson said.

Small firms need to double down on strategy, carefully considering the services they’re offering, whom they’re offering them to, and how they’re delivering them. Simpson specifically said that large firms need to implement offshoring strategies and capitalize on technology. All firms can be streamlining their processes to make sure they’re pushing work through their systems effectively, and they should make sure they’re billing for their value and to keep up with cost structures — accounting is a very loyal profession and firms sometimes struggle to raise rates despite increasing costs, Simpson said.

For instance, the slam of busy season can be mitigated, she explained: “We can control that tax season by managing our client load, by managing our client expectations, and putting in processes and key metrics and keep the workflow moving throughout the year, rather than just in these crunch periods, April 15 and October 15.”

The accounting profession is an excellent vehicle for wealth building, with large salary trajectories in store at the partner, owner and managing partner levels. But the profession needs to raise starting salaries to attract young talent, be transparent about their earning potential in each role, and meet their demands in order to retain that talent.

“Another way to think about this is the word ‘stewardship,'” Wilson said. “‘I should be a steward of my firm and careful to make sure that I am investing in it as much as I am taking out of it.’ I do think sometimes we lose sight of our stewardship.”

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Accounting

Acumatica launches version supporting professional services like engineers and consultants

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Cloud solutions provider Acumatica announced the release of its Professional Services Edition, made to help support accounting and project management tasks for consultants, engineers, architects and other professionals. 

“These industry trends and direct feedback from the Acumatica Community were the main drivers for creating the Professional Services Edition, with customers, partners and developers voting it a must-have solution,” said Jeremy Larsen, vice president of product management at Acumatica. “The professional services industry is an underserved market for technology companies, providing a significant opportunity for innovation. As the fourth-largest vertical of customers we already serve, our partners have expressed strong enthusiasm about the potential impact of this release.”

The business management solution was built to address the unique challenges faced in the professional services industry, such as inefficiencies in quote-to-project setup, industry-specific billing rate structures, and customer support management. Features includes project accounting, compliance management, and AI-driven workflow automation. 

Acumatica offices

Specifically, users have access to Acumatica Financial Management, which has standard financial processes (GL/AP/AR) and reports, with additional options for multi-company, multicurrency, intercompany accounting, fixed assets, and cash management. They can also access accounts payable cost transactions related to progress billing lines from the pro forma side panel for timely vendor payments and increased billing accuracy, and tie revenue recognition to project milestones or deliverables.

It can also progress billing by percentage of completion or by quantity. Users can also manage AP workflows, from entering an invoice through approval routing and checks. Meanwhile, customer billing capacities, driven by real-time project costing, provide up-to-date labor, material, equipment, and other costs, letting users identify problem areas in current jobs and improve future project estimates.

The Professional Services Edition also boasts the ability to capture time and expense from any device, entries for which then flow to project accounting for costs and expenses related to projects or specific project tasks. Billable activities can also be marked up depending on the project, task, employee, or activity performed. The solution also has integrated payment capacities that automates accounts receivable processing to reduce back-office workloads and get paid faster.

Other payment-related features include click-to-pay links, and a self-service portal which streamlines communication with push notifications, giving customers access to support cases and payment options. The software can also specify tax calculations directly in the project and automatically retrieve and calculate all invoices, purchase orders, subcontracts, and expenses.

Project management capacities include the ability to access a complete view of project details, letting users manage and track all activities, issues, and changes, including daily field reports, actual costs, and cost projections from one central area. They can also ensure resource availability to allocate staff, equipment, and technology by team, department, and timeframe, letting users assign tasks and workflows to manage project resources and tie the costs to the project budget. Field reporting and mobility features help ensure everyone has the same project data from the field or anywhere they work and remotely enter time and expense details. There are also project productivity and insights features which use side panels for a quick and comprehensive view of key project data without navigating out of the current window. 

The new edition also features embedded customer relationship management solutions that help firms to keep detailed records of client interactions, proposals, manage contracts, payments, renewals, and compliance documents. They can also control cost overruns by automating project commitments and change order processes, meaning users can manage back charges or reduction in vendor commitments through the entry of a negative change order, as well as  streamline change orders for multiple projects with unit rate changes, custom retainage, and cost-only change requests. 

“Professional services firms face intense competition and require advanced business management technology to enhance operations and drive future growth,” said Jason Leveson, principal at Revive ERP, an Acumatica partner. “Acumatica’s Professional Services Edition is a smart step in providing these firms with the tools they need to stay agile, scale effectively and maintain a competitive edge in an ever-evolving market.”

The Professional Services Edition joins Acumatica’s existing suite, which includes the Construction Edition, Manufacturing Edition, Distribution Edition, Retail Edition and General Business Edition.

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Accounting

Tax scammers on the prowl after hurricanes

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Hurricane Milton damage in Florida
Destroyed homes after Hurricane Milton in St. Pete Beach, Florida, on Oct. 10.

Tristan Wheelock/Bloomberg

Scammers are using fake charities in the wake of Hurricanes Milton and Helene to harvest personal and financial data from unsuspecting taxpayers.

“You should never feel pressured by solicitors to immediately give to a charity,” said Commissioner Danny Werfel in a statement from the IRS, which issued the warning. “Verify if they’re authentic first.”

Tips to verify charities and spot fake ones:

  • Scammers frequently use names that sound like well-known charities to confuse people. Fake charity promoters may also use bogus emails or fake websites or alter or “spoof” their caller ID to make themselves look like a real charity. Ask the fundraiser for the charity’s name, website and mailing address. Check the Tax-Exempt Organization Search tool on IRS.gov to help find or verify legitimate charities.
  • Never work with charities that ask for donations by giving numbers from a gift card or wiring money. It’s safest to pay by credit card or check, and only after verifying the charity is real.
  • Scammers want both money and personal information. Never disclose Social Security numbers, credit card numbers or personal identification numbers
  • Scammers often pressure people into making an immediate payment. In contrast, legitimate charities are happy to get a donation at any time.

The IRS has other background on its Charity and Disaster Fraud page.

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Accounting

The digital transformation of audit: Our Moneyball moment

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In today’s rapidly evolving business landscape, the expectations placed on auditors and advisors are shifting significantly. 

As finance functions within organizations embrace technological advancements, there is mounting pressure on public accounting firms to match or exceed the pace of change and sophistication of their clients to perform their expected role.

Recent industry research indicates clients are noticing this growing gap in capabilities. Businesses are actively seeking accounting firms offering a more progressive approach, with 55% wanting an audit that can scale and support their growth goals and expectations. Further, 67% feel audits can provide valuable insights in these areas, but feel the current process is hindering this (“What modern businesses want from their audits”). 

Many accounting firms are excited by high-margin and high-growth advisory services. There is a huge amount of opportunity in this area, including services such as ESG, digital transformation, and AI strategy. 

But how can a firm pitch a credible offering to a company in these areas if their core services such as audit and tax are still highly manual? Discussing cyber risks and data security feels disingenuous while their teams drown in spreadsheets as their desktop software synchronizes.

Public accounting firms need to eat their own dog food, digitally transforming their own business to provide a credible and broad suite of valuable compliance and advisory services to clients. These war stories and firsthand experiences are what bring to life the page in the sales brochure.

The Oakland Athletics show the way

Over the past decade, technology has made significant advances. Just look at the NASDAQ’s most valuable companies by market capitalization: Apple, Microsoft, Alphabet, Amazon, and NVIDIA — all companies built on the value of technology and data.

Yet, in the auditing profession many firms remain cautious over new technology. Some recite that audit standards have not been updated to endorse such technologies and until this happens, they won’t change: “The audit standards are still written assuming the auditor cannot review all transactions and must sample, so why would I use data analytics to analyze all the transactions?”

This mindset has led many to stick to traditional methods, feeling unable to change despite the clear benefits that modern technology can offer.

This might be audit’s Moneyball moment.

The story of the 2002 Oakland Athletics is well known and has been told more broadly through the hit film “Moneyball,” starring Brad Pitt. 

The rules of baseball do not significantly change from year to year. There was no major change ahead of the 2002 season. Yet one team decided to take a new approach to the game.

Auditing technology concept image

WrightStudio – stock.adobe.com

Rather than leaning on the traditional scouting approaches and views of those who had been in baseball all their lives, Billy Beane decided to embrace statistical analysis. As the general manager, he brought onto his team players undervalued by these traditional scouting methods. He adopted a data-driven approach to team-building and playing the game of baseball.

So, the rules of the game hadn’t changed, but one team decided to play the game differently within those existing rules. The Oakland Athletics chose to use data over the traditional approach. They set new records and stood shoulder-to-shoulder with teams that had far greater resources. 

Now every baseball team has embraced what Billy Beane started, and we have seen the same in other sports like the football. “Analytics” was originally scoffed at by commentators and former players. Now it is an integral part of everything from draft selection to in-game strategy.

The audit standards are akin to the rules of baseball. The rules do not need to change for a better way to play the game to be possible. The standards do not need to change for there to be a better way of auditing.

Digital audits are a way of leveraging data, data analytics, and modern technologies to deliver more efficient and valuable audits, while safely complying with the existing audit standards.

The role of governing bodies: Ensuring innovation and progress

Professional bodies, regulators, and standard-setters play a crucial role in helping firms navigate change. Innovation within firms brings greater creativity and variation to the way traditional services like audit are being performed. While evolving the rulebook is required, the process to change audit standards is necessarily deliberate, considered, and therefore slow. 

So, governing bodies must stay close to firms and the solution providers they are working with to drive innovation. Understanding new techniques as they are being conceived and trialed, not after they have matured and then witnessed in an audit inspection, could shorten this feedback loop by multiple years.

This level of transparency and collaboration requires trust. Professional bodies who see demand from their members for support as an opportunity to step in as a direct solution provider should be mindful of the impact. This changes relationships with solution providers and introduces conflicts to their role of advancing the profession.

In the U.K., there have been several positive initiatives aimed at fostering the collaborative advancement of the audit profession. Following comprehensive government-commissioned reports such as the Kingman and Brydon Reviews, UK audit firms have been redefining their operations and what an audit represents. 

The Financial Reporting Council, the U.K.’s audit regulator, has launched sandbox and other experimentation initiatives to support firms exploring more innovative auditing techniques. The professional body, the Institute of Chartered Accountants of England and Wales, has also embedded modern commercially available auditing technology directly within their accountancy exams to teach students digital auditing skills.

The U.S. could learn a lot from experiences on the other side of the Atlantic … .

The changing landscape of solution providers

For many years, public accounting firms have faced limited audit solution choice. 

This lack of competition has caused the market to circle the drain. Accounting firms have felt trapped by audit methodologies written generations ago, housed in desktop software which survived the millennium bug. This has then caused a chronic underinvestment in the market by the incumbent providers.

But the rise of cloud computing is driving a movement towards smaller, more agile providers, often with Big Four experience. They have developed enterprise-ready platforms leveraging the infrastructure and security of Microsoft Azure and other cloud providers. This means David can take on Goliath — but this time with more powerful capabilities.

The competition brought by more agile solution providers benefits CPA firms by:

  1. Offering more choice and new ideas;
  2. Providing more implementation support and guidance; and,
  3. Pressuring incumbents to modernize their offerings.

These solution providers are still evolving. Some come heavily backed by venture capital and private equity. Others have been successful in organically growing their business, as large firms early-adopted their solution. While the difference may seem subtle, the question remains whether in the long term these new vendors will take on, or be acquired by, the larger incumbent vendors.
This may ultimately come down to product strategy. Those offering narrow point-solutions may more naturally become target acquisitions for the large vendors with holes in their offerings. Or as territory defense. Those building rival suites, or committing to progressive partnerships to create alternative suites will more likely go long and create a healthier competitive landscape into the future.

Stop talking about the future of audit

There is a generational change in motion within the audit profession. Almost every CPA firm will review, and likely change, their audit technology in the next three years. 

They will ditch the desktop. But will they simply crawl to the cloud, doing the same work in a different place?

Or will they deploy digital, embracing data and automation to skip a step and make a more progressive change?

Firms that go digital will achieve greater efficiencies through automation. But more important, they will strategically position themselves to more easily embrace future technology advancements — embedding the skillsets and data disciplines required to capitalize on artificial intelligence and all the new innovations we are yet to experience.

And it is worth considering given the severe talent challenges — firms that are embracing technology are more attractive employers for those now looking to start and continue a career in accounting.

Traditional British pubs have a sign behind the bar stating the beer will be free tomorrow. But tomorrow never comes.

It’s time to stop listening to the theoretical presentations on the future of audit. The technology is here. More innovative innovation partners are here. CPA firms are implementing a digital audit approach and being successful. 

The relevance of the audit service to the needs of modern business may be judged in future years on the strategic decisions that accounting firm leaders make over the coming years.

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