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September 2025 IN THIS ISSUE: ► Becoming Your Clients’ Most Trusted Voice

News from your accounting association

► Preferred Provider Spotlight - CAMICO ► International Group Meeting ► Member News

Becoming Your Clients’ Most Trusted Voice

► CPAmerica Insights Art Winstead, CPA

By: Amy Vetter, The B3 Method Institute I’ve watched countless accountants excel at technical work while struggling to move beyond being viewed as a necessary expense. The pattern is familiar: deliver quality work on time, yet still be treated as a commodity. What’s missing? In my Amy Vetter experience working with countless firms and CPAs, I’ve found that while technical skills might get clients in the door, it’s the relationship that transforms them from occasional clients to loyal advocates. The numbers support this evolution. Client Advisory Services (CAS) is now our profession’s fastest-growing area, with a 17% median growth rate according to the 2024 CPA.com & AICPA PCPS Benchmark Survey. The most successful practitioners have evolved from technical experts to what I call “Cherished Advisors”—professionals whose insight is so valued that clients wouldn’t make important decisions without consulting them first. This shift creates more meaningful work and transforms your firm’s profitability.

From Service Provider to Cherished Advisor

A Cherished Advisor is woven into a client’s decision-making process— someone they actively seek out, not just tolerate hearing from at tax time. I witnessed this transformation with a

firm that had provided tax services to a manufacturing company for years. The relationship was purely transactional until they started asking different questions: “Where do you see your business in five years? What keeps you up at night?” These simple questions uncovered succession planning concerns, operational bottlenecks, and expansion opportunities that had never surfaced in tax-focused conversations. The firm now gets called first for any significant business decision, with their revenue doubling—mostly from advisory services. The numbers show firms offering CFOlevel or business insights advisory services earn 30% higher monthly recurring revenue than those focused solely on compliance.

Building Trust Through Authentic Connection

preparing for an exit. A competitor had simply asked, “What are your long-term goals?” and listened to the answer. Try this at your next client meeting: when a client finishes speaking, count to three before responding. That pause gives you space to hear what they’re really saying, not just what you expect to hear.

Strategic Advisory Relationships

Becoming a Cherished Advisor requires intentional planning. Moving from a reactive service provider to a proactive advisor means developing a clear roadmap for both your practice and your client interactions. This strategic mindset naturally extends to pricing. When you price based on value rather than time, you create a fundamental shift in focus—from hours spent to outcomes achieved. This alignment helps clients see your work as an investment rather than an expense.

Making this shift starts with authentic connection. One powerful tool is what I call “taking a beat”—pausing to truly listen before jumping to solutions. This doesn’t come naturally to most accountants or, in fact, most people. We’re trained to quickly diagnose issues and provide answers, sometimes solving the wrong problems altogether.

Creating deeper client relationships involves more than just being friendly. Effective advisory relationships require thoughtful structure: consistent touchpoints throughout the year, proactive outreach with insights rather than just responding to questions, and client interactions designed to address their most significant concerns.

I worked with a CPA who couldn’t understand why they’d lost a major client despite perfect work. When we reviewed their client meetings, the problem became clear: they’d spent years focused on tax minimization while completely missing the fact that the client’s real concern was

The key is developing these relationships systematically rather than accidentally. When you approach client advisory with intentionality, you create space for meaningful conversations that transform a service relationship into a trusted partnership. See Trusted Voice, continued on page 2

CPAmerica Advantage | September 2025 | 2

referred Provider Spotlight P CAMICO Created by CPAs in 1986, for CPAs, CAMICO provides Professional Liability Insurance and Risk Management solutions for the accounting profession. CAMICO understands that insurance alone is not a solution for reducing risks – that’s why in addition to comprehensive coverage, policyholders have no-cost, unlimited access to risk management services, expertise and resources. Get the most from your CAMICO insurance. • Experts in your corner: CAMICO has an entire Loss Prevention Department to help you anticipate risky situations and provide guidance on how

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Continued from Trusted Voice, on page 1

Technology as a Relationship Enabler

The right technology should enhance client relationships, not replace them. Technology-focused CAS practices (51% of respondents) report higher revenue and serve 50% more clients than average. The successful practitioners start with the client interaction they want to create, then work backward to find technology that enables it. This might mean implementing dashboards that translate complex data into actionable insights or automation that handles routine compliance work to free up time for advisory discussions.

Steps to Elevate Your Client Relationships

Start with these practical steps: • Listen to understand, not respond. After a client explains something, summarize what you heard before offering solutions. You’ll be surprised how often they’ll clarify what’s really on their mind. • Ask powerful questions. Instead of “Do you need a cash flow projection?” try “What aspect of your business finances keeps you up at night?” • Create standardized processes. Standardizing routine work creates

more space for customized advisory services. When compliance processes run smoothly, you have the mental energy for deeper client conversations.

The Future Belongs to Cherished Advisors

As accounting evolves, the real competitive advantage will belong to those who become Cherished Advisors. Technical expertise remains necessary but insufficient. The relationship layer creates lasting differentiation as basic compliance work faces increasing commoditization. Are your client relationships primarily transactional, or have you become an indispensable voice in your clients’ business decisions? Do clients see your invoice as an expense to manage or an investment in their success? When you transform your client relationships from transactional interactions to valued partnerships, you create a significant impact for both their businesses and yours. The most rewarding aspect of becoming a Cherished Advisor is seeing clients confidently navigate their financial future with your guidance as an integral part of their success. Isn’t that the kind of accounting career you dreamed of?

Upcoming Event Dates Scan this QR code for complete event information, a full list of upcoming events and to complete your registration.

CPAmerica Advantage | September 2025 | 3

Thompson Greenspon announces staff promotions Thompson Greenspon, a full-service CPA firm serving the Washington, D.C. Metro area, is proud to announce the continued growth of their team through the following staff promotions. Ryan Gum, CPA, and Agnes Tajat, CPA, have been promoted to audit manager. Nickolas Louvros has been promoted to tax supervisor. Britney Peirson, Koumanthio SOW, and Luke Spitzer have been promoted to audit senior. The firm is excited to recognize the hard work and dedication of these outstanding professionals. They congratulate these team members on their well-earned promotions and in wishing them continued success in their new roles. Additionally, Thompson Greenspon is pleased to announce that Gray Coyner, principal and Construction & Real Estate Niche leader, has been appointed the 2025–26 president for the Construction Industry CPAs and Consultants Association Gray Coyner (CICPAC). Coyner was the former secretary/treasurer of CICPAC and was most recently President-Elect in 2024-25. Coyner stated, “It’s an incredible honor to be appointed President of CICPAC, especially as a representative of one of the founding firms of the association. Our deep-rooted commitment to the construction industry and CICPAC’s mission has spanned decades, and I’m proud to carry that legacy forward while helping shape the future of our profession.”

Gray, Gray, & Gray elevates seven to new roles Gray, Gray, & Gray, a business consulting and accounting firm based in Canton, Mass., has announced the promotion of seven team members to new positions. Jacob Antonitis has been promoted to senior staff accountant in the Audit & Assurance Department. Nivetha Baskar has been promoted to supervisor in the Transaction Advisory Services practice group. Colby Dondero has been promoted to senior manager in the Tax Department. Adam Faria, CPA, has been promoted to supervisor in the Tax Department. Sarah McNamara has been promoted to senior consultant in the Sage Intacct & Advisory practice group. Ellexus Nash has been promoted to supervisor in the Tax Department. Sofia Sowden, MSA, has been promoted to supervisor in the Client Accounting & Advisory Services (CAAS) practice group. “The true strength of our firm is found in our people, and these highly accomplished individuals have proven their ability to lead by example,” said Gray, Gray &

Gray’s leading partner, James DeLeo, MBA, CPA/MST. “Their focus on bringing the ‘Power of More®’ to our clients is a key reason for our success as an organization, and our ability to remain competitive as an independent firm.”

Bell & Company announces new manager promotion Bell & Company, with three locations serving clients across Arkansas, is pleased to announce the promotion of Corey Brooks, CPA, to manager. Brooks works in the firm’s North Little Rock office and focuses on audit and attest engagements. Brooks has shown a commitment to technical excellence, Corey Brooks client relationships, and team leadership. Her promotion reflects Bell & Company’s continued focus on recognizing and growing talent from within.

Albin, Randall & Bennett announces recent promotions Albin, Randall & Bennett (ARB) is pleased to announce the recent promotions of Gisèle Couturier, Meagan Pritchard, Erika Gagne, Tiffany Wentworth, Cassidy Wood, and several others. Gisèle Couturier, CPA, was promoted to director. Couturier joined in 2017 and focuses on audit, accounting, and compliance services for construction companies, commercial entities, credit unions, and employee benefit plans. Meagan Pritchard, CPA, was promoted to director. Pritchard re-joined ARB in 2020 and provides domestic, international, state, and local tax services, as well as advisory consulting services for corporations, closely held businesses, and auto dealerships. Erika Gagne, CPA, was promoted to senior manager. Gagne joined in 2013 and provides attest and business advisory services to credit unions, auto dealerships, commercial entities, and nonprofit organizations. Tiffany Wentworth, CPA, was promoted to tax manager. Wentworth joined in 2022 and focuses on providing tax and consulting services primarily to auto dealerships and real estate entities. Cassidy Wood, CPA, was promoted to manager. Wood joined in 2019 and provides attest and business advisory services primarily to auto dealerships, construction companies, commercial entities, and employee benefit plans. Other recent promotions include: Jake Natalizia was promoted to senior; Mallory Charette, Emily Lupien, Jordyn Gates, and Sam Goodine have been promoted to associate II. ARB Managing Principal Laura Everett said, “These well-earned promotions reflect the

hard work and dedication of our team and the confidence we have in their continued contributions – both to our clients and our firm.”

HarperWhitfield welcomes seasoned tax professional to supervisor role HarperWhitfield P.C., a certified public accounting firm with offices in Farmington and Weatogue (Simsbury), announced that Norbert Jurkiewicz of Farmington, Conn., has joined the firm as a supervisor. Jurkiewicz brings over 12 years of diverse public accounting experience Norbert Jurkiewicz spanning tax, audit, fiduciary services, and client advisory support. Prior to joining HarperWhitfield, he worked as a senior associate and supervisor in Glastonbury, where he led engagements for a wide variety of clients including software companies, engineering firms, medical practices, and government contractors. Jurkiewicz holds a Juris Doctor from St. John’s University School of Law with an elective emphasis on individual and international taxation, and a Bachelor of Business Administration in Accounting and Legal Studies from Hofstra University.

Aldrich Capital Advisors announces new vice president Aldrich Capital Advisors LP, part of the Aldrich group of companies, is pleased to welcome Andrew White as a vice president. White brings a decade of experience across investment banking, corporate finance, and public accounting. He has advised clients in the industrial, manufacturing, infrastructure, and energy sectors on a wide range of strategic and financial initiatives, including M&A, capital raising, and long-term planning. In his role with Aldrich Capital Advisors, White will focus on M&A and strategic advisory services, helping founder-led and closely held businesses Andrew White pursue opportunities for growth, transition, and liquidity. White’s arrival reflects Aldrich Capital Advisors’ continued investment in strengthening its team to meet the evolving needs of clients. Aldrich Capital Advisors LP is part of the Aldrich group of companies, providing advisory services for business transactions, including mergers and acquisitions, succession planning, and strategic advisory services.

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Deregulation of the Profession Is it increasing the pipeline, competition between standard setters and regulatory bodies, politics or the possible needed (or unneeded) drama? The regulatory environment for the Art Winstead, CPA CPA profession has Director of A&A seen changes and will likely see more, perhaps even some significant, challenges to regulation. There is nothing new or creative by that statement. And there is no chance a resolution will be achieved here. It is well established and respected that the regulation of the CPA profession starts within each state at the initial licensure of individuals authorized to practice as a CPA. Continued state regulation takes place within practice requirements, CPE, and through the application of standards and regulations by governing bodies. Most importantly, it is the public for which a CPA is charged to protect. While I have not researched each individual state’s Board of Accountancy rules and laws, I dare say that the ultimate responsibility for an individual or firm is the protection of the public. Is there too much regulation currently required for the profession today? Is some, or even significant, deregulation needed? Currently, we are witnessing some states with significant reductions in CPE requirements, including no CPE requirements at all. Upwards of two-thirds of states have reduced the education requirement for initial licensure from

150 hours to 120 hours. Furthermore, some states have mandated that their Board of Accountancy be incorporated/ consolidated into a very broad regulatory department that encompasses numerous other regulatory boards. Some states have even reduced the authority of its Board of Accountancy.

cost of taking and successfully passing the exam have become challenging. The cost of taking all four parts of the exam approaches or exceeds $2,000. Add in the cost of a CPA exam review course, it is understandable why the pipeline is challenged. I’d also add that these costs are typically absorbed by firms.

To me, the protection of the public includes the requirements to initially practice as a CPA, the behavior of a CPA while practicing, and just as important, ensuring the environment in which a CPA practices is understandable, efficient, supportive, and fair. The initial licensure requirements still resemble a “threelegged stool;” the first leg is education, the second leg is examination, and the third leg is experience. Some have referred to these as the “three e’s.” These three legs have become accepted throughout the United States and create CPA mobility from state-to-state.

Another deregulation movement includes the dismantling of individual state’s boards. The dismantling of these boards could create a pathway where the only achievement of obtaining one of the three legs is by successfully passing of the exam. Reductions of budget allocations and other resources, and mandated hiring freezes are being initiated in some states. And as mentioned above, states are evaluating a decrease in CPE requirements. Some of the CPE credits are universal for all CPAs and some reductions are based on years of licensure.

A challenge before states today involves the recently established alterative pathway to initial licensure. The alternative pathway, that is becoming law throughout the U.S., is an education requirement of 120 hours and an increase to the experience requirement to two years of general supervised experience, compared to 150 hours and one year of supervised experience. Will the current CPA mobility or substantial equivalency model survive from state-to-state if different education and experience requirements exist?

While not directly related to the regulations of the initial or continued licensure of CPAs, the current discussions of the possible reduced role of the SEC and dismantling of the PCAOB are being closely watched as well. With all of this said, nothing here begins to answer the question(s) of “is there too much or not enough deregulation of the profession?” I do believe and encourage an increase in communication with the regulators about our individual thoughts and beliefs regarding deregulation of the profession.

While not directly related to the regulation of initial licensure, the cost of the additional 30 hours of education, and the

International Group Meeting

Fort Lauderdale, Florida | December 2-5 Four Seasons Fort Lauderdale

As global dynamics in tax policy, emerging technologies, and workforce strategies continue to evolve, the 2025 International Group Meeting offers a timely and strategic opportunity to stay ahead. Beyond the technical sessions, attendees will engage in interactive roundtables, networking mixers, and enjoy a meeting designed to foster meaningful relationships in a relaxed, coastal setting. Whether you’re looking to deepen your expertise, expand your global reach, or explore innovative solutions to today’s challenges, this event offers the perfect blend of professional development and personal connection.

Featuring these influential speakers and more:

Kamel Abouchacra, Crowe Global | Juan Carlos Lara, Crowe Global Anirban Basu, Sage Policy Group | John Garrett, Author & Speaker Sean King, Align Global Consulting

Send feedback and member firm news to: advantage@cpamerica.org