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September 2026 IN THIS ISSUE: ► Your Busiest People Aren’t Your Most Profitable

News from your accounting association

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

Your Busiest People Aren’t Your Most Profitable

► CPAmerica Insights Art Winstead, CPA

By: Amy Vetter, The B3 Method Institute

“It’ll be faster if I do it myself.” I have heard a version of that from nearly every manager I’ve worked with. Usually about a staff person they like. Usually in March. Usually while looking at a file they have now touched three times.

Amy Vetter

They aren’t wrong in the moment; it probably is faster this once. But now they have paid for that hour twice, taught their staff nothing, and added one more item to the list keeping them at their desk until seven. That manager is almost always the busiest person in the firm. Quarter after quarter, they are also one of the most expensive. Busy is easy to see. Profitable takes work to find. Everything visible in a firm is an input: hours logged, the email that comes back at 9:40 at night, or the car in the lot on a Saturday in March. The outcomes, like realization, retention, or whether the work came back clean, sit in a report most partners open once a quarter. So we reward what we can see. When I ask leaders how they measure their teams, it usually comes down to availability. Almost nobody says “problems solved,” even though that is what clients are paying for. The staff member who scoped the engagement correctly, said no to a request that was out of scope, and left at 5:00 p.m. may seem less busy, but she also costs the firm less.

The profession is already moving this direction. Inside Public Accounting reported this summer that charge-hour billing is shrinking as a share of firm revenue, and that firms are shifting to revenue per FTE, revenue per partner, and leverage as their real measures of performance. The 2025 Rosenberg Survey shows what that looks like on the ground: staff charge hours kept falling while income per partner rose to $615,000 on 7.9% revenue growth. Hours went down. Profitability didn’t. What lies beneath the busyness Across our workshops, 93% of managers report significant improvement in their ability to delegate. That number is high because most of them arrive unable to do it at all. This is rarely due to workload. It’s trust, and underneath the trust, perfectionism. Rewriting a staff member’s work takes less courage than sitting down and teaching them to do it. It also feels productive the entire time you’re doing it. When a manager starts handing over outcomes instead of step-by-step instructions, three things move together. Staff develop. Their own hours come down. Their realization improves, because those hours had been getting spent twice. Here is how one manager described it after finishing a cohort: “This training really forced personal reflection and made me look at my inefficiencies, which can be uncomfortable, but it made me a stronger manager because of that.” And another, which I think about often: “You feel like you need to be on call 24 hours, and so it’s been a burden lifted knowing these conversations are taking place.”

Nobody sat down and chose that belief. It arrived through what the firm rewarded. Deciding where the effort goes I ask firms to sort their work into four categories. 1. Blasters are mission-critical, where failure isn’t an option. Roughly half your capacity. 2. Basics keep the firm running, and no client can tell the difference between good and perfect. About 30%, where good enough is the goal. 3. Brainstorming is the future: advisory build-out, the work with no deadline. About 20%. 4. Banish is everything you stop, automate, or hand to someone else. Most firms have no Banish list. That is why brainstorming never gets funded and the advisory practice stays a plan. It applies to clients too. One firm took a hard look at their highest-billing engagement and found it was net negative once they counted the rework and the manager who was weeks from resigning over it. They let the client go and got the capacity back. Two years on, the firms I’ve worked with, small practices through Top 100, have tracked 30% to 50% fewer busy-season hours, 25% to 50% lower turnover, and 30% to 100% higher revenue. I don’t share those numbers to suggest any of it is simple. It asks partners to change what they praise, which is far harder than changing what they bill. But the next time you’re about to say it’s faster to do it yourself, it’s worth knowing what that hour is really costing you.

CPAmerica Advantage | September 2026 | 2

referred Provider Spotlight P LumiQ LumiQ is the CPE podcast platform made for accounting firms, featuring Fortune 500 leaders, Big 4 partners and the industry experts who know what great looks like. As a NASBA-approved provider, LumiQ delivers over 1,000 episodes built by an in-house team of CPAs, producers and educators, making CPE flexible, enjoyable and easy to fit into busy schedules. • CPE made for firm life, with mobile, desktop and offline listening so staff can learn on their commute, between meetings or whenever it works best for them. • Story-driven podcast episodes designed to hold attention, with formats like true crime-style stories, fireside chats and case

studies that keep learners coming back. • Content spanning leadership, ethics, technology, business strategy and soft skills, built by an in-house team of CPAs, producers and educators, with new episodes released weekly so training stays timely and relevant. • Learning for the whole firm, from staff to partner, so every team member finds content that fits their role and career stage. • Full visibility through one dashboard where you can see what staff are learning, identify skill gaps, manage members and pin priority learning paths for each team. • Custom learning paths built around your firm’s goals and priorities, so staff develop the skills that matter most to your business.

For more information, visit lumiqlearn.com or email tanner@lumiqlearn.com.

Share your expertise! AICPA December Tax Clinic

International Group Meeting

Fort Lauderdale, Florida | December 1-4

Four Seasons Fort Lauderdale

The International Group Meeting brings together firm leaders and international practitioners for four days of learning, collaboration and global perspective. The program opens with innovation expert Leo Chan (Abound Innovation), who will challenge attendees to think differently and embrace innovation in their firms. Harrison Schofill (CPAmerica), will deliver a timely cybersecurity session exploring phishing, deepfakes, ransomware and cryptocurrency-related threats facing accounting firms today. Attendees will also hear from Kamel Abouchacra (Crowe Global), and Mark Perry (Emperico Group), who will discuss the evolving qualities of highperforming partners. International tax and regulatory topics take center stage with presentations from Sean King (Align Global Consulting), transfer pricing specialists, immigration professionals and a practitioner panel on tariffs and global legislation. The meeting concludes with an economic outlook from Dr. Anirban Basu (Sage Policy Group), along with ample networking opportunities, community service activities, and a special oceanfront event at the Pelican Grand Beach Resort.

CPAmerica members have the exclusive privilege to be featured in the December issue of the AICPA’s renowned The Tax Adviser. Imagine showcasing your expertise and representing yourself, your firm, and CPAmerica in one of the most respected publications in the industry. This is your moment to shine and share your knowledge with a wider audience. Don’t miss out on this incredible opportunity! For more information on how to submit your article, contact Richelle Clay at rclay@cpamerica.org.

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

CPAmerica Advantage | September 2026 | 3

Albin, Randall & Bennett announces firm promotions, including two new principals Albin, Randall & Bennett (ARB) is pleased to announce the promotions of Matthew S. Marcoullier, CPA, and Samantha J. Pedersen, CPA, to principals of the firm. Together, Pedersen and Marcoullier represent 35 years of dedicated service to ARB, reflecting the firm’s longstanding commitment to developing leaders from within. Their promotions Matthew Marcoullier not only recognize their technical expertise and exceptional client service, but also their mentorship, leadership, and contributions to the firm’s sustained growth. Marcoullier joined ARB in 2013 and specializes in providing accounting, Samantha Pedersen tax, consulting, and advisory services to auto dealerships and commercial enterprises throughout New England. Pedersen joined ARB in 2004 and has spent more than two decades helping clients navigate complex accounting and business challenges. Additionally, ARB is pleased to announce the following promotions: Nate Marcet, CPA, has been promoted to tax director; and Jacqueline Haug, CPA, Nicholas K. Lagoditz, CPA, Dalton K. Myers, CPA, and Kris Schroeher, CPA, have been promoted to tax senior managers.

Brickley DeLong welcomes two new managers Brickley DeLong, P.C. (BD) is pleased to announce the addition of Zachary Medendorp, CPA, who has joined the firm as a Manager in the Grand Rapids, Mich., office, and the return of Tonya Shackelford, CPA, both as managers. Medendorp brings more than seven years of public accounting experience to the Zachary Medendorp team, with extensive expertise in audit, financial reporting, tax and client advisory services. His leadership experience and diverse industry background further strengthen the firm’s commitment to providing high-quality Tonya Shackelford

client service right here in West Michigan. Shackelford brings extensive accounting and tax experience to the team, along with a strong background in client service, tax compliance and financial reporting. Having previously been part of BD, she returns with additional experience and expertise that will further strengthen the firm’s commitment to providing high-quality client service.

of experience and a strong track record of serving clients that will further strengthen our ability to meet their evolving needs. “The opening of our first Long Island office and the addition of Ricky and his team mark an important milestone in our growth and our commitment to delivering the insight and personalized attention our clients rely on,” said Lee M. Cohen, CPA, CEO of LMC.

Frazier & Deeter establishes New England presence with acquisition of Gray, Gray & Gray

Thompson Greenspon announces firm promotions

Frazier & Deeter (FD), a Top 50 nationally ranked accounting and advisory firm, today announced the acquisition of Gray, Gray & Gray, LLP, a highly regarded accounting and business advisory firm headquartered in Canton, Massachusetts. The transaction establishes FD’s presence in New England and reinforces the firm’s commitment to investing in premier regional markets. With this acquisition, FD deepens its reach across the Greater Boston area, one of the country’s most sophisticated and influential business environments, serving a diverse base of businesses, family enterprises and individual clients. Gray, Gray & Gray is widely recognized for its people-first, entrepreneurial culture and longstanding client relationships. Built on decades of trusted advisory service, the firm has grown into a respected regional practice known for technical strength, personalized guidance and deep ties to the local business community. That relationship-driven approach aligns closely with FD’s values and complements its national accounting and advisory platform. “We are excited to officially welcome the Gray, Gray & Gray team to Frazier & Deeter and to expand our presence in the New England market,” said Jeremy Jones, CEO of FD. “The Greater Boston area is a market defined by innovation and exceptional talent. Gray, Gray & Gray shares our commitment to client service and culture, making this a natural fit as we continue to grow thoughtfully and intentionally.”

LMC opens first Long Island office, welcomes Ricky Spike and team LMC is pleased to announce the opening of its first Long Island office and the addition of Ricky S. Spike, CPA, as a partner. Spike is joined by eight members of his team from Ives, Sultan & Spike CPAs, who are now part of LMC and based in the firm’s new Long Island office. “Ricky Spike and his team bring decades Ricky Spike

Thompson Greenspon, a full-service CPA firm serving the Washington, D.C. Metro area, is pleased to announce the continued growth of their team with the following staff promotions. Tram Tran has been promoted to audit supervisor, Tram Tran Tanisha Jones has been promoted to audit senior, and Helen Flor has been promoted to tax senior. Each of these promotions recognizes the dedication, expertise, and hard work Tran, Tanisha Jones Jones, and Flor have demonstrated throughout their time with Thompson Greenspon. Their contributions continue to strengthen their team and the exceptional service they provide to their clients. Please join Helen Flor them in congratulating these team members on their well-earned promotions!

Haefele Flanagan announces rebrand to hfco Haefele Flanagan, an independent advisory and accounting firm serving privately held organizations, nonprofits, and family-owned businesses across New Jersey, Pennsylvania, New York, Delaware, Maryland, and North Carolina, announced the launch of a new brand identity. The rebrand reflects the firm’s evolution over nearly six decades and its continued investment in forward-thinking guidance, technology, and the enduring client relationships that define its practice. The new identity includes a refreshed firm name, a new visual identity, and an updated digital presence at hfco.com. While the brand has evolved, the firm’s strengths remain unchanged.

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What’s Happening with the Pipeline I do not have any way to quantify the resources, hard and soft, that have been allocated to achieving an increase in the number of CPAs in the United States. For a number of years, the issue of the pipeline has been a hot topic of Art Winstead, CPA discussion, replenishing Director of A&A the number of CPAs across the U.S., throughout the world and throughout whatever type of services CPAs provide. I am not going to rehash the shortage issue here. I do want to share information as to what has taken place over the last few years regarding candidates entering, passing through the pipeline and ultimately becoming licensed CPAs.

consecutive semester of growth, the second in a row with double-digit increases.

Per the NASBA Accountancy Licensee Database (ALD) the following, by year is a reflection of current licensees within the databases of the 54 jurisdictions within the NASBA ALD. The NASBA ALD consists of 49 state jurisdictions and the U.S. territories and districts including Commonwealth of the Northern Marinara Islands, Washington, D.C., Guam, Puerto Rico and the U.S. Virgin Islands.

Why is enrollment rising?

The total number of licensed CPAs in the ALD over the past 5 years is as follows: 2021

2022

2023

2024

2025

699,130

655,612

672,587

671,855

653,408

The decreases between ‘21 to ‘22 and ‘24 to ‘25 are striking. Pundits communicate that the ‘21 to ‘22 decrease was a result of COVID, and the ‘24 to ‘25 decline is a result of the new exam. Both explanations seem reasonable to me, but the broader issue returns to the pipeline. The pipeline is still not filling up quickly enough to maintain the numbers as people retire, change professions, more non-licensed professionals are in traditional CPA roles, and there are influences by private equity acquisition. One interesting change in licensure numbers is in the distribution by practice setting. As of 2025, the distribution was 44 percent within public accounting and 56 percent in other fields. Meaning, today roughly one in two CPAs work in public accounting, not long ago it was one in three, moving from 33 percent to 44 percent. The data shows the increase in public accounting percentage is likely attributed to those accountants within fields that do not believe it’s necessary to be a licensed CPA. Since the introduction of the new exam and with increasingly more jurisdictions creating the 120-hour pathway to licensure, there has been a boost in enrollment within accounting programs. From the National Student Clearinghouse (NSC), spring ‘25 data showed a 12.7 percent year-over-year increase in undergraduate accounting enrollment, adding 29,312 students to reach 266,507 total. This was the third

The NSC fall ‘25 data confirmed the trend: a 7.3 percent year-over-year increase in undergraduate accounting enrollment, more than six times the 1.2 percent growth across all majors. One in eight undergraduate business students is now majoring in accounting, up from one in nine in 2023. Graduate program enrollment also rose 0.5 percent, the first increase since 2019. Other growth statistics: • Growth has been sustained for three years, with ‘24 and ‘23 also showing increases (11.3 percent and 1.9 percent, respectively). • Accounting enrollment now exceeds most other business disciplines. • 56,000 new accounting majors since 2023.

According to a recent press release, AICPA’s CEO of public accounting, Sue Coffey, said, “students are drawn to accounting for its career opportunities, trust, value and financial security. The profession is working to make the path into accounting more accessible and the work more rewarding. This is the third straight year we’ve seen increases, so accounting is really showing momentum right now among students. But it’s more than just enrollment data. We’re seeing strong interest in the new CPA exam, rising entry-level pay within firms and finance teams, and more buzz in general about accounting as a great career choice for students and young professionals. The word is getting out.” More bright minds are choosing accounting, where graduates find dynamic career opportunities that draw on a mix of skills and backgrounds. It’s inspiring to see positive trends in student interest. Enrollment growth underscores the need to continue to raise awareness of the benefits of accounting careers. Building future talent also hinges on continuing to make the path into accounting more accessible and the work rewarding. Historically, pass rates increase following the launch of an updated exam. The following table summarizes pass rate percentages and shows that pass rates increased in ‘25 from ‘24 for five of six sections, with regulation remaining flat.

CORE PARTS

DISCIPLINE PARTS

2024

2025

AUD

FAR

REG

BAT

ISC

TCP

The percentages above are by section and do not address completion of the entire exam, i.e., the successful passing of the three core sections and the one discipline section chosen

by each individual candidate. Candidate completion rates have decreased and testing attempts per year have also decreased. Aside from a spike in ’23, that typically precedes a change in CPA exam format, ‘25 saw the highest level of first-time CPA exam candidates since ‘18 and the highest level of candidates passing all four sections since ‘17. A recent AICPA, in partnership with the Future Accountants Sponsoring Organizations (FASO), student pulse survey gathered responses from 786 students across 101 schools regarding their motivations for majoring in accounting and related trends, showed the following: • Forty-six percent of students decided to major in accounting after taking an accounting-related course, while 39 percent chose it before entering college. • The top reasons for choosing accounting included increased job demand (66 percent), earning potential (56 percent), and economic conditions (48 percent). • Around 80 percent of students attended events featuring accounting professionals, with 62 percent stating these events strongly or somewhat influenced their major choice. • Sixty-seven percent of respondents either strongly considered other majors or switched to accounting from another field, with finance being the most common alternative. • Fifty-six percent of students were aware of the growing demand for accountants, which influenced their decision to major in accounting. All my rhetoric here is simply to communicate positive changes over the last few years regarding the pipeline. Will it continue? I believe that is up to us.

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