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The Forgotten User: Why Business Banking Startups are Criminally Underutilizing Accountants

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In the last decade, the financial technology (FinTech) sector has seen a dramatic rise in business banking startups across the globe, with a particularly significant boom in the United States. Startups like Rho and Mercury have emerged with the mission to revolutionize business banking, a domain that has long been plagued with inefficiencies, outdated systems, and cumbersome processes. By focusing on creating user-friendly platforms and innovative products, these startups aim to simplify the complexities of managing business finances. However, in their quest to “fix” business banking, some of these startups have overlooked a critical group of users: accountants.

Accountants: the forgotten users in fintech innovations

When business banking startups develop new features—whether it’s an accounts payable product or a mobile check deposit function—they typically prioritize the user experience for business owners and managers. This approach is logical; after all, these are the people who directly interact with the platform daily. However, this often overlooks the professionals working behind the scenes to ensure the accuracy and efficiency of business finances: accountants.

At this point, some in the FinTech industry might express confusion. Many FinTech companies claim to focus extensively on accountants, particularly when developing referral or customer acquisition strategies. However, this attention rarely extends beyond surface-level engagement. The deep, process-oriented needs of accountants are often neglected, leaving them with tools that may attract new clients but complicate their work. The focus remains on the immediate user—the business owner—rather than considering the broader implications for those responsible for reconciling and recording these transactions.

Why business banking startups overlook accountants

One of the primary reasons accountants are often overlooked is the narrow definition of the “user” within the product development lifecycle. Business Banking platforms tend to define their target users as those who directly interact with the app to make payments, deposit checks, or manage invoices. They see the process as complete once the payment is made. However, this perspective fails to account for the critical post-transaction processes that accountants must manage, such as reconciliation, financial reporting, and tax preparation.

For instance, a startup might develop a seamless, one-click payment solution that appears to save time and reduce complexity. However, if this transaction isn’t automatically and accurately synced with the business’s accounting software, the supposed efficiency quickly dissolves. What initially seemed like a streamlined process for the business owner now creates a new set of challenges for the accountant, who must manually enter or adjust records, potentially dealing with discrepancies and errors along the way.

Moreover, many FinTech companies fail to recognize the complexity of the accounting process. Business owners might only see the front-end interaction, while accountants are tasked with managing the entire financial life cycle, from data entry to reconciliation, reporting, and beyond. Without a deep understanding of these processes, startups inadvertently create tools that add layers of manual work, undermining the very efficiencies they aimed to introduce. Ask any accountant about an integration that promised to change their work drastically. They will tell you how it was nicely marketed but didn’t deliver on what was promised. 

The critical role of accountants in business banking

Accountants bring a wealth of knowledge and expertise that is often underutilized by FinTech startups. These professionals understand the nuances of financial management that business owners might overlook. They see the entire financial picture, not just individual transactions, and are intimately familiar with the challenges of keeping records accurate, compliant, and up-to-date.

By ignoring accountants during the product development process, startups miss out on the opportunity to create truly effective financial tools. Accountants can offer valuable insights into the full lifecycle of a financial transaction, highlighting potential pain points and suggesting ways to streamline the integration with existing accounting systems. Their involvement could help startups avoid creating products that are superficially appealing but ultimately add complexity to the accounting process.

Moving forward: integrating accountants into the development process

To address these issues and create more comprehensive financial tools, business banking startups must begin to view accountants as key users, not just ancillary stakeholders. Here are several steps that FinTech companies can take to better integrate accountants into their product development process:

  1. Involve Accountants Early in the Development Cycle: Startups should engage accountants from the outset, involving them in the brainstorming and design phases. By understanding their workflows, startups can identify potential friction points and design products that truly simplify financial management.
  2. User Testing with Accountants: Just as products are user-tested with business owners and managers, they should also be tested with accountants. This will help ensure that the tools function well not just in making payments or deposits, but in integrating seamlessly with accounting software and reducing the manual work required to maintain accurate records.
  3. Focus on End-to-End Solutions: Startups should aim to develop solutions that consider the entire financial transaction lifecycle, from initiation to reconciliation and reporting. This might involve deeper integrations with popular accounting platforms, automated data syncing, and features that help reduce the manual workload for accountants.
  4. Continuous Feedback and Iteration: After a product is launched, the feedback loop should include accountants as well. Continuous engagement with accounting professionals can help startups identify areas for improvement and iterate on their products to better meet the needs of all users.

In their mission to disrupt and innovate within the business banking sector, FinTech startups must broaden their perspective on who their users truly are. Accountants play a vital role in the financial health of businesses, and their needs should be prioritized in the development of new banking tools. By involving accountants in the development process, testing products with them, and focusing on end-to-end solutions, startups can create products that are not only innovative but also truly effective. Ignoring this critical user group not only limits the success of new products but also risks alienating a key segment of the market. In the competitive landscape of business banking, the startups that recognize and address the needs of accountants will be the ones that ultimately stand out and succeed.

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Accounting

GASB issues guidance on capital asset disclosures

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The Governmental Accounting Standards Board issued guidance today that will require separate disclosures for certain types of capital assets for the purposes of note disclosures.

GASB Statement No. 104, Disclosure of Certain Capital Assets, also establishes requirements and additional disclosures for capital assets held for sale. 

The statement requires certain types of assets to be disclosed separately in the note disclosures about capital assets. The intent is to allow users to make better informed decisions and to evaluate accountability. The requirements are effective for fiscal years beginning after June 15, 2025, and all reporting periods thereafter, though earlier application is encouraged.

The guidance requires separate disclosures for four types of capital assets:

  1. Lease assets reported under Statement 87, by major class of underlying asset;
  2. Intangible right-to-use assets recognized by an operator under Statement 94, by major class of underlying asset;
  3. Subscription assets reported under Statement 96; and,
  4. Intangible assets other than those listed in items 1-3, by major class of asset.

Under the guidance, a capital asset is a capital asset held for sale if the government has decided to pursue the sale of the asset, and it is probable the sale will be finalized within a year of the financial statement date. A government should disclose the historical cost and accumulated depreciation of capital assets held for sale, by major class of asset.

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Accounting

On the move: RRBB hires tax partner

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Suha Uddin

BRIAN BOUMAN MEMORY CREATIO

Suha Uddin was hired as a tax partner at RRBB Advisors, Somerset. 

Sax, Paterson, announced that its annual run/walk event SAX 4 Miler, supporting the Child Life Department at St. Joseph’s Children’s Hospital in Paterson, has achieved $1 million in total funds raised since its inception in 2012.    

Withum, Princeton, rolled out a new outsourcing service offering as part of its sustainability and ESG practice designed to help companies comply with the European Corporate Sustainability Reporting Directive, the mandate requires reporting of detailed sustainability performance as it pertains to the European Sustainability Reporting Standards , effective January 2023.

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Accounting

Armanino takes on minority investment from Further Global

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Top 25 Firm Armanino LLP has taken on a strategic minority investment from private equity firm Further Global Capital Management.

The deal, which closed today, is the latest in the series of investments by private equity in large accounting firms that began in 2021 — but with a key difference, Armanino CEO Matt Armanino told Accounting Today.

“What’s maybe the punchline here — what’s really unique, I think — is that we wanted to focus on a minority investment that allowed us to retain not just operational control of the business, but ownership control of the business,” he said. “Those are some of the guiding principles that we’ve been thinking about over the last number of years, and we felt like if we could accomplish those things strategically with the right partner, it would really be just a home run, and that’s where we think we’ve landed.”

As is common with CPA firms taking on private equity investment, Armanino LLP will restructure to an alternative practice structure, splitting into two independently owned and governed professional-services entities: Armanino LLP, a licensed CPA firm wholly owned by individual CPAs, will provide attest services to clients, and Armanino Advisory LLC, a consulting and advisory firm, will perform non-attest services.

Inside the deal

As have many large firms, Armanino LLP had been looking at private equity for some time.

“We’ve been analyzing the PE trend over the last few years and our discussions with Further Global actually began several years ago, and along the way we confirmed our initial inclination that Further Global would be a great partner for us,” CEO Armanino said.

“We had the opportunity to meet with dozens of leading private equity firms,” he explained. “Ultimately we concluded that Further Global would be the best partner for us based on their expertise in partnering with professional service businesses in particular, and our desire for a minority deal structure.”

Matt Armanino
Matt Armanino

Robert Mooring

While citing Further Global’s “deep domain expertise” in financial services and business services firms, Armanino noted that this would be the PE firm’s first foray into the accounting profession: “This is their first accounting firm deal, and I think they’re only focused on this one at this time.”

An employee-owned PE firm, Further Global invests in companies in the business services and financial services industries, and has raised over $2.2 billion of capital.

Guggenheim Securities LLC served as the financial advisor and sole private placement agent to Armanino LLP, while Hunton Andrews Kurth LLP acted as its legal counsel. Further Global was advised by Pointe Advisory, with Kirkland & Ellis as legal counsel.

“Armanino ranks as high as any CPA firm in the country with the private equity community,” commented Allan Koltin, CEO of Koltin Consulting Group, who has advised Armanino for over two decades. “Their deal with Further Global fit just like a glove. They will keep control and now have the capital structure to compete on the biggest of stages.”

Internally, the Armanino partner group was unanimous in its support for the deal — and in its insistence on only selling a minority stake.

“We’ve had transparent discussions at the leadership level around not only adding an outside investor, but we knew very early on that a minority investment was the best path forward for us, and we were very excited that there was unanimous support from the entire partnership group around that decision,” Armanino said. “This structure is also going to allow the long-term owners and partners of Armanino to maintain full control over our day-to-day operations, and the proud culture that we’ve built.”

“No other firm in the Top 25 has a structure like this, and I think that’s pretty significant,” he added.

Capital plans

The goal of the deal is to give Armanino the capital it needs to take itself to a new level of growth while also addressing some of the most pressing challenges in accounting: investing in technology, pursuing inorganic growth through M&A, and attracting and retaining talent.

The firm has always been tech-forward, and recently has been a major pioneer in artificial intelligence.

“The capital will enable us to fast-track our investments in advanced technology solutions, particularly AI,” said Matt Armanino. “We’ve seen growing desire from our clients to deploy real applications for AI solutions. And while we’ve been at the forefront of automation and AI since the early days, with the development of our AI Lab a few years ago, innovative AI-driven solutions that address our clients’ most urgent challenges remain a top priority for us.”

Beyond technology investments, the firm plans to continue its aggressive M&A strategy, which has brought on 19 acquisitions since 2019.

“Those transactions have allowed us to expand our capabilities and enter into new markets and drive greater value to our clients,” said Armanino. “And we think we can accelerate that now with this capital structure that we have.”

All that M&A has brought the firm a lot of fresh talent, but no firm these days has enough, and that’s a third purpose for the new capital.

“We think there remains a lot of ripe talent across the country out there,” he said. “I think the capital will support our efforts to attract, retain, develop and reward top talent by investing in people who drive our entrepreneurial spirit here at the firm.”

The deal will allow the firm to reward top talent, for instance through equity plans that allow them to extend the firm’s ownership culture beyond the partner group that it has traditionally been restricted to.

“In many cases, for our most senior employees today, there’s not a natural mechanism to align their effort to the success of the firm to the growth of our enterprise value and how that ultimately rewards them,” explained Armanino. “And we are very excited that we have new mechanisms, and plans in place, that are going to allow us to do that very well, and effectively push down the benefits of ownership and that ownership culture to our most senior employees.”

“Finally,” he added, “speaking to our innovative culture — and that’s a big part of our brand — the capital will empower us to say ‘Yes’ more frequently to great ideas, to entrepreneurial ideas and initiatives that truly make a difference for our clients and set us apart as a leader in this industry.”

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