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Intuit’s Tightrope Act: Balancing Innovation and Accountant Needs in a Shifting Landscape

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Intuit has emerged as a leader in the evolving accounting software landscape, continuously pushing the boundaries of innovation and ecosystem development. However, as the company strives to stay ahead of the curve, it must also navigate the delicate balance between introducing new features and addressing the specific needs of its accountant user base.

In a recent Unofficial QuickBooks Accountants podcast episode, Hector Garcia, CPA and Founder of Right Tool for QuickBooks, and Alicia Katz Pollock, CEO and Founder of Royal Wise Solutions, delve into the challenges and opportunities Intuit faces as it seeks to maintain this balance.

Intuit’s Successes

Hector and Alicia offer unique perspectives on Intuit’s successes and challenges. 

Hector commends the company’s exceptional educational content for accountants, noting that “it’s above and beyond the call of duty. They get that absolutely right.” He also praises Intuit’s ability to gather and listen to feedback, describing the company as “a feedback gathering machine.” Furthermore, Hector highlights the ease with which developers can integrate with Intuit’s platform, citing it as the “easiest one to work with” among many companies. 

On the other hand, Alicia emphasizes Intuit’s ability to foster a strong sense of community among its users, creating a passionate and dedicated user base that actively engages in helping one another. She stresses the importance of embracing change in the accounting industry.

A Challenging Transition to QuickBooks Online

A key challenge discussed is transitioning from QuickBooks Desktop to QuickBooks Online. 

Hector says, “Moving to a single platform on the cloud is the right decision. The current state of things is rocky. We don’t have all the features we want. Desktop has more than online. There’s tons of glitches.” While rocky, Hector believes moving to a single cloud-based platform is the right decision for QuickBooks’s future.

To successfully navigate this transition, accountants must:

  1. Embrace change and adapt to new workflows.
  2. Leverage Intuit’s educational resources and training programs to build expertise.
  3. Communicate openly with clients about the benefits and challenges of the transition.
  4. Collaborate with peers to share best practices and troubleshoot issues.

Leveraging Third-Party Apps and Integrations

Effectively leveraging third-party apps and integrations is critical to thriving in the QuickBooks ecosystem. Hector emphasizes the ease with which developers can create integrations with QuickBooks Online: “The ecosystem of apps that integrate with QuickBooks is huge. The amount of options that you have in terms of using some other app to talk to QuickBooks is huge.”

To make the most of these opportunities, accountants should:

  1. Explore the QuickBooks App Store and familiarize yourself with the available integrations.
  2. Identify apps that streamline workflows, automate tasks, and enhance client services.
  3. Invest time in learning and implementing relevant apps to improve efficiency and value.
  4. Educate clients on the benefits of using integrated apps to manage their finances more effectively.

The Road Ahead: Balancing Innovation and User Needs

As Intuit continues to balance innovation and ecosystem development with the needs of its accountant user base, it must remain committed to open communication, transparency, and adapting to its users’ evolving needs.

By leveraging its strengths in areas like educational resources, user-friendly onboarding, and third-party app integrations, Intuit has demonstrated its commitment to empowering accounting professionals. However, more work remains in effectively prioritizing and addressing accountants’ needs as Intuit gathers feedback, integrates new products, and navigates the cloud transition.

For accountants, embracing change, adopting a positive mindset, and thriving in the face of evolving technologies and business practices will be key. As Alicia notes, “You just can’t be afraid of change. You have to embrace it.”

To dive deeper into the insights shared by Hector and Alicia and to learn more about how you can navigate the evolving landscape of accounting software, be sure to listen to the Unofficial QuickBooks Accountants podcast.

Alicia Katz Pollock’s Royalwise OWLS (On-Demand Web-based Learning Solutions) is the industry’s premier portal for top-notch QuickBooks Online training with CPE for accounting firms, bookkeepers, and small business owners. Visit Royalwise OWLS, where learning QBO is a HOOT!

Harnessing AI’s Power to Transform Your Firm (No Coding Required)

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You’re sipping your morning coffee, scrolling through your inbox, when you see it – yet another anxious client email asking about their tax return status. You sigh, knowing the next 15 minutes will be spent digging through practice management software and crafting a reply. But what if there was a better way?

In a recent episode of The Accounting Podcast, hosts Blake Oliver and David Leary reveal how they’re using AI at their company, Earmark, to boost productivity and client service without resorting to fee hikes.

Their big idea? By strategically integrating AI into your existing processes and datasets, you can unlock massive efficiency gains, deliver proactive client communication, and increase profits – without charging a penny more.

In this deep dive, we’ll explore two key themes from Blake and David’s AI playbook:

  • The AI Pricing Paradox: Is “smarter” software a justification for higher fees, or a tool for doing more with less?
  • The Power of Practical AI: How no-code tools like Zapier can help you automate routine client communication by connecting siloed data.

Along the way, we’ll challenge some common AI misconceptions and share actionable tips for kickstarting your own AI experiments. Let’s get started!

The AI Pricing Paradox: Efficiency Driver or Fee Inflator?

A recent Thomson Reuters survey found that 40% of tax pros believe AI will enable them to charge higher fees, with a bold 2% even predicting “significant” rate bumps.

But as early AI adopters, Blake and David aren’t buying the hype. In their experience, AI’s magic is its ability to supercharge efficiency, not justify steeper invoices.

“At Earmark, we’re seeing AI drive 4-8x productivity gains,” Blake reports. “That means we can slash labor costs and pass those savings on to clients.”

Rather than inflating prices, they see AI as a powerful deflationary force, exerting downward pressure on fees as more firms reap its efficiency rewards.

Cutting Through the AI Fog

So, what explains the chasm between the survey respondents’ bullish predictions and Blake and David’s more measured take? They chalk it up to a simple truth: many accountants haven’t logged enough hands-on hours with AI to separate hype from hard-won insight.

In other words, the survey likely captures more AI daydreams than real-world road tests.

Bidding Billable Hours Farewell?

Looking ahead, Blake and David predict AI’s relentless efficiency march will sound the death knell for billable hours, forcing firms to embrace flat-fee and value-based pricing.

Imagine an AI-augmented staffer cranking out in one hour what used to take eight. The old “bill-for-time” model crumbles fast in that brave new world.

Forward-thinking firm leaders proactively align their pricing with delivered value, not logged hours, positioning themselves to thrive in an AI-transformed marketplace. Luddites clinging to the billable hour risk being left in the dust.

The Power of Practical AI: Automating Client Comms with Zapier

Pop quiz: what’s the one email every accountant dreads? If you guessed “client asking for a status update,” you’re not alone. But what if you could banish those pesky requests for good without lifting a finger?

Enter Blake’s ingenious AI hack, courtesy of the no-code automation platform Zapier. With just a few affordable tools and clever stitching, he conjured an AI assistant that auto-responds to client status checks – no human intervention required.

Anatomy of an AI Email Wizard

Here’s a peek under the hood of Blake’s automation magic:

  • A client sends a status request email
  • Zapier AI parses the sender’s address
  • AI matches the address to the client database (in this case, a Google Sheet)
  • Presto! AI plucks client info like name, return status, and open items
  • AI whips up a bespoke email with all the key details, fires it off to the client

The best part? The whole thing unfolds in seconds, without an accountant lifting a finger.

Slashing Labor Costs, One Zap at a Time

Let’s do some back-of-napkin math. Manually checking a return status and pecking out an update could easily take 15 minutes. Multiply that by dozens of pings from antsy clients, and you’re wasting hours.

Blake’s AI sidekick liberates your team for higher-impact (and higher-profit) work. Even better, by proactively pinging clients, you can short-circuit many requests before they hit your inbox.

Anyone Can Build an AI Assistant

You don’t need a computer science degree or a seven-figure software budget to conjure your own client comms wizard. As long as your client data lives in a structured format (yes, even a Google Sheet), you can sic an AI on it to automate those repetitive pings.

Case in point: Blake spun up his prototype in under an hour.

Your AI Swiss Army Knife

Once you’ve caught the automation bug, the possibilities are endless:

  • Pinging clients about missing paperwork
  • Generating fee quotes and engagement letters
  • Confirming estimated tax payments

If it’s a predictable client exchange, there’s a good chance AI can handle it. Think of every minute you’ll save – and every billable hour you’ll free up – by outsourcing those routine pings to your AI email genie.

AI as a Catalyst for Reinventing the Billing Model

But AI’s true potential lies not in isolated tools, but in its power to reimagine firms from the spreadsheets up. In an industry sickened by a dwindling talent pool and the specter of commoditization, smart automation could be a potent antidote, freeing weary accountants to rediscover the strategic magic that drew them to the profession in the first place.

Imagine an AI-powered firm where every employee is a virtual CFO, unencumbered by the drudgery of data entry and free to build deep client relationships. AI, in other words, could be the catalyst for a new golden age of accounting – but only if we’re brave enough to change.

Embarking on Your AI Journey

The AI revolution is no longer a distant dream for accounting firms – it’s a present-day reality full of potential for those ready to embrace it. The question is not if your firm will adopt AI, but when and to what extent.

If you’re eager to start with AI, the best approach is to start small. Choose a single process and focus on automating it. Blake and David’s podcast offers a practical, actionable blueprint for implementing your first AI workflow in a week.

The path to a more efficient, profitable, and fulfilling accounting future begins with a single automated process, a single minute saved, and a single client impressed. The choice is yours: will you watch from the sidelines as others reap the benefits of AI, or will you take the helm and chart your course?

The opportunity is here, and the future is bright. Your AI journey awaits – it’s up to you to take the first step.

An Accounting Firm Owner’s Guide to Strategic Technology Adoption

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Is your accounting firm’s technology stuck in the past? In a world where clients expect seamless digital experiences and remote work is the norm, relying on outdated, disconnected software can be a recipe for inefficiency, frustration, and even lost business. But with so many options on the market, how do you choose the right tools to propel your firm forward?

In a recent Earmark Podcast episode, Blake Oliver shared his framework for strategic technology adoption. He argued that firms that intentionally select software to streamline operations, enhance client experience, integrate smoothly, and enable standardization will be best positioned to thrive.

Blake walked through the key software categories firm leaders need to consider, from proposal management to artificial intelligence (AI). He emphasized the importance of choosing tools that are easy to use, align with the firm’s unique needs and processes, and facilitate client collaboration.

Proposal Software

Blake recommended proposal software options that allow firms to quickly generate professional, standardized proposals, collect e-signatures and payments, and kick off projects seamlessly. “You cannot standardize the service delivery to your clients if you don’t have standard terms in your engagement letters,” he noted.

For example, Practice Ignition and Anchor allow firms to create templated proposals with standardized terms, pricing, and payment schedules. Clients can quickly review and sign off on engagements digitally, reducing friction and ensuring consistency across the board.

Practice Management

For practice management, Blake stressed the importance of workflow tools that centralize client communications, automate tasks, and provide visibility across the firm. With remote work now the norm, he argued, “If you’re in a remote environment, how can you work remotely without having workflow software?”

Platforms like Karbon, Canopy, and Client Hub offer client portals, task management, team collaboration, and insights reporting features. By standardizing processes and centralizing information in one system, firms can boost efficiency, transparency, and accountability, even with distributed teams.

Blake shared a cautionary tale from his experience, where choosing the wrong practice management tool cost his firm weeks of lost productivity. The lesson? Prioritize ease of use and team buy-in when evaluating options to ensure successful adoption.

General Ledger & Payroll

In the realm of general ledger and payroll, Blake advised firms to curate a lean tech stack of best-fit solutions. Instead of accommodating every possible client need, he suggested choosing one or two options that cover the bases for core client types, focusing on scalability, integration, ease of use, and reporting capabilities.

For the general ledger, that might mean standardizing on QuickBooks Online for most clients, with Sage Intacct reserved for those with more complex needs. On the payroll front, Blake highlighted Gusto and OnPay as user-friendly options that automate compliance and integrate with popular GL systems.

Blake emphasized the goal of going deep on a few core platforms rather than spreading yourself thin across a dozen different tools. By strategically limiting your tech stack, you can streamline training, support, and processes while still meeting diverse client needs.

Accounts Payable & Banking

Turning to bill pay, Blake highlighted the spectrum of solutions available, from all-in-one platforms like BILL for larger clients with complex approval workflows to more streamlined options like Relay for smaller businesses. He emphasized the key is to match the tool to the client’s specific needs and design efficient processes around it.

For example, a large nonprofit with multiple departments and strict controls might benefit from BILL’s advanced approval routing and audit trails. A small business, on the other hand, may prefer Relay’s simplified workflow and flat-fee pricing. The right fit depends on factors like transaction volume, number of approvers, and accounting complexity.

Whichever tool you choose, Blake stressed the importance of clear client communication and well-defined processes. Establish expectations around bill submission, approvals, and payment timelines upfront, and consider designating a dedicated team member to manage the AP queue and troubleshoot any issues.

Artificial Intelligence

Finally, Blake touched on the exciting frontier of AI, noting that ChatGPT’s new offering for teams, coupled with Microsoft’s significant investment in OpenAI, has made the technology more viable for accounting firms than ever. He advised listeners to start exploring use cases like drafting routine documents.

For instance, firms could leverage ChatGPT to generate first drafts of engagement letters, email responses, or work papers based on predefined parameters. By automating the initial content creation, staff can focus on more strategic work like analysis and advisory.

However, Blake cautioned against an “AI-first” approach. Tools like ChatGPT should augment human expertise, not replace it. He recommended starting with narrow, well-defined pilots and keeping humans in the loop to review and refine AI-generated content.

The Path Forward

Across all these categories, Blake underscored the importance of approaching technology decisions with intention and a focus on client needs. Flashy features may generate buzz, but the true test of any tool is how well it supports your firm’s service delivery and client experience.

By aligning your tech stack with your strategic priorities, designing efficient processes, and investing in training and change management, you can harness the power of modern software to drive meaningful results. The key is to start small, iterate often, and never lose sight of the humans at the heart of your business’s heart – your team and your clients. Ready to dive deeper into Blake’s strategic technology playbook? Listen to the full episode and start charting your firm’s path to digital success.

Embracing the Remote Work Paradigm in Accounting

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In a world where the nature of work is rapidly evolving, the accounting industry finds itself at a crossroads. As remote work, alternative arrangements, and AI automation become increasingly prevalent, firms must adapt to stay competitive and attract top talent.

In episode 380 of The Accounting Podcast, hosts Blake Oliver and David Leary explore the shifting dynamics of work in the accounting industry and discuss how firms can navigate this uncharted territory to create a more flexible, balanced, and fulfilling work environment.

Navigating the Salary Landscape: Remote, Hybrid, and In-Office Work

A recent study by ZipRecruiter sheds light on the salary disparities between remote, hybrid, and in-office workers. 

David shares the findings: “Fully in-office workers average $82,000 on average. Hybrid workers average $60,000 on average. So basically, it’s almost $22,000 less than in office. Fully remote workers get about $75,000 on average. So, in the office, you’re making more; fully remote you’re making more. But if you’re kind of hybrid, not making as much.”

The study also suggests that high-performing staff prefer remote work and can command higher salaries. This trend underscores the need for the accounting industry to adapt to the changing preferences of top talent and remain competitive in attracting and retaining skilled professionals.

H&R Block’s Successful Transition to Permanent Remote Work

The shift towards remote work is not just a theoretical concept; it’s a reality many companies already embrace. 

H&R Block’s experience provides valuable insights into how a major player in the accounting industry successfully transitioned to permanent remote work. As the company continued to grow, they hired corporate employees who were fully remote. It quickly became apparent that high-performing staff preferred remote work.

Jeff Jones, H&R Block’s CEO, put it simply: “There isn’t a good reason why we would do that. There’s just no reason to have a required to come back to office policy.”

H&R Block’s experience demonstrates that even large, established companies can adopt remote work and benefit from focusing on outcomes rather than micromanaging employee time and location.

The Productivity Puzzle: Debunking Myths About Remote Work

One of the most common concerns about remote work is its impact on productivity. 

However, as Blake points out, “Studies on remote work productivity suggest that it is generally a net zero impact. While there may be some inefficiencies with remote work, these are offset by increased employee satisfaction and the elimination of commute times.”

It’s important to recognize that the true cost of requiring employees to work in the office extends beyond the walls of the workplace. Expenses like gas, car depreciation, and the additional cost of living close to the office can add up quickly for employees. 

By offering remote work options, firms can help their staff save money and reduce stress, leading to a happier, more productive workforce.

The Four-Day Workweek: Challenging Traditional Work Arrangements

In addition to remote work, alternative work arrangements like the four-day workweek are gaining traction. 

Blake notes, “In the UK, a pilot involving 61 organizations implementing a four-day workweek found that 89% continued with the model after a year, with many making it permanent. The study reported positive impacts on staff well-being, lower turnover, and easier recruitment.”

The success of four-day workweeks in other industries raises questions about the accounting industry’s traditional approach to work, particularly during busy seasons. Many firms still require staff to work weekends during peak periods despite evidence suggesting that alternative arrangements can lead to better employee and firm outcomes.

The future of work in accounting is not a distant concept; it’s already here. As the industry faces unprecedented change and disruption, it’s clear that the traditional ways of working are no longer sufficient. To thrive in this new era, accounting firms and professionals must embrace the opportunities of remote work and alternative work arrangements. For all the details, listen to episode 380 of The Accounting Podcast. 

Struggling to Communicate Your Worth? Revolutionize Your CPA Firm’s Pricing Strategy

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Are you tired of wrestling with pricing your services for potential clients? Do you struggle to communicate the value of your accounting services? It’s time to rethink your pricing strategy.

In a recent episode of the “Who’s Really the Boss” podcast, Rachel and Marcus Dillon, the founders of DBA, share their journey of transforming their pricing model from traditional, transactional pricing to a value-aligned subscription approach. By aligning their pricing with the value they provide to clients, Rachel and Marcus have streamlined client relationships, better communicated their worth, and optimized their practice for growth.

Let’s examine how adopting a value-aligned pricing strategy can benefit your firm. We’ll delve into the process of developing a subscription pricing model, the importance of analyzing internal data and conducting market research, and the benefits of communicating value through transparent pricing.

The Evolution of Pricing at DBA

Like many CPA firms, DBA initially priced their services based on what clients paid their previous CPA, a practice known as “apples-to-apples” pricing. Marcus Dillon explains, “We priced just like every other CPA firm does. And I know if you’re listening to this and you hear what I’m about to say, you’re going to shake your head. Because if you can gain access to their QuickBooks Online account and see what they paid in the past, you’re going to charge them what they’ve at least paid, or a little bit more.”

However, as DBA grew and evolved, they realized that this pricing approach needed to reflect the additional value they provided to their clients. They then shifted to value-based pricing, which aimed to align their fees with the perceived worth of their services. While this was a step in the right direction, it presented challenges. Value-based pricing required individual negotiations with each client, making it difficult to scale the business.

The turning point came when DBA decided to implement a subscription-based pricing model. This approach allowed them to streamline their pricing, remove owners from setting prices for each client, and better communicate the ongoing value they provided. By offering a set of standardized service packages, DBA was able to create a more predictable revenue stream and simplify the client onboarding process.

DBA engaged a consulting group to conduct secret shopping to gather insights and benchmark their pricing. The consulting group reached out to firms similar to DBA, posing as potential clients, and obtained quotes for comparable services. This process provided valuable information on competitor pricing and helped DBA ensure their fees were competitive while still reflecting their unique value proposition.

Developing a Subscription Pricing Model

DBA’s subscription pricing model offers a straightforward approach that benefits the firm and its clients. The model consists of three service plans: Essential, Premier, and Elite, with base prices of $1,500, $2,000, and $3,000 per month, respectively. Marcus explains that these prices are not set in stone: “We do give ourselves a little bit of flexibility in that we could customize that pricing based on complexity of the industry or number of transactions.”

The primary differentiator between the plans is the level of advisory services included. Clients on the Essential plan receive annual CFO meetings, while those on the Premier plan have quarterly meetings, and Elite plan clients benefit from monthly CFO interactions. 

The Benefits of Subscription Pricing

Subscription pricing offers several advantages for both CPA firms and their clients:

  • Predictable revenue: Firms can better forecast their income and plan for growth with a subscription model.
  • Simplified client relationships: By clearly defining the services included in each plan, subscription pricing reduces the need for constant negotiation and scope creep.
  • Improved cash flow: Regular, recurring payments help to smooth out the peaks and valleys often associated with project-based work.
  • Enhanced client retention: Subscription pricing encourages long-term relationships and provides ongoing support and advisory services opportunities.

By adopting a subscription pricing model, CPA firms can create a more stable and scalable business while providing their clients with the clarity and support they need to succeed.

Aligning Pricing with Value

To effectively align pricing with the value provided to clients, DBA conducted a thorough analysis of their internal data and considered their desired profit margins and business goals. This process involved examining write-ups, write-downs, services provided, and team capacity to understand the resources required to serve clients effectively.

Marcus says that DBA worked backward to get to the pricing. He says, “To get to that point and know what we wanted to charge, we reverse-engineered how many clients we wanted to serve on an ongoing basis. And our max limit is 150 client relationships. Beginning with that in mind and knowing the size of the business and the size of the team that we wanted to work with, the amount of profit that we wanted to make – that’s how we started to engineer pricing and make sure it was in line with market and the value we could bring.” 

This process relied on considering their desired profit margins and the size of the business they wanted to build. By setting clear goals and working backward, DBA could create a pricing structure that supported their long-term vision for the firm.

The Importance of Data-Driven Pricing

CPA firms looking to align their pricing with the value they provide should consider the following steps:

  1. Analyze internal data: Examine write-ups, write-downs, services provided, and team capacity to gain a clear picture of the resources required to serve clients effectively.
  2. Set clear goals: Define your desired profit margins and the business size you want to build, and use these goals to guide your pricing decisions.
  3. Conduct market research: Gather data on competitor pricing to ensure that your fees are competitive while still reflecting your unique value proposition. Consider engaging a consulting group to perform secret shopping and obtain quotes for comparable services.
  4. Continuously monitor and adjust: Regularly review your pricing and make adjustments as needed based on market changes, service offerings, and client base.

By taking a data-driven approach to pricing, CPA firms can ensure that their fees accurately reflect the value they provide and support their long-term growth and profitability.

Communicating Value through Pricing

One of the key challenges many CPA firms face is effectively communicating the value of their services to potential clients. This is particularly true for firms offering comprehensive support and advisory services, as clients may not be accustomed to paying for these offerings. As Rachel notes, “When I was conversing with people, they weren’t expecting the price that I would say. A lot of the people that were finding us, either by referral or just Google search, were mostly looking for a tax return and tax savings. They hadn’t experienced someone pricing all of the services that they’re going to need for the entire year, plus one of those services being advisory. So they just weren’t expecting it.”

To address this challenge, DBA decided to publish their pricing on their website. By providing transparency around their fees and the services included in each plan, DBA could better communicate the value they offer and help potential clients understand the comprehensive nature of their support.

Publishing pricing also had the added benefit of streamlining the sales process. By allowing prospects to self-qualify based on their budget and needs, DBA reduced the number of initial conversations with clients who were not a fit for their services. This freed up time and resources to build relationships with clients who were more likely to benefit from their offerings.

Tips for Communicating Value through Pricing

If you’re considering publishing your pricing or looking for ways to communicate the value of your services better, keep the following tips in mind:

  1. Be transparent: Clearly outline the services included in each pricing tier and the value clients can expect to receive.
  2. Highlight the benefits: Focus on the outcomes and results your clients can achieve by working with your firm rather than just the features of your services.
  3. Use case studies and testimonials: Share success stories from past clients to demonstrate the tangible impact of your work.
  4. Offer a range of options: Provide different pricing tiers or service packages to cater to your target market’s diverse needs and budgets.
  5. Be open to customization: While published pricing can be a helpful starting point, be prepared to create custom plans for clients with more complex needs.

Embracing Value-Aligned Pricing for Long-Term Success

By analyzing internal data, considering desired profit margins and business size, and conducting market research, DBA developed a pricing model that communicates the value of their services and supports their long-term growth.

Are you ready to unlock the full potential of your CPA firm? Start by examining your current pricing strategy and identifying opportunities to better align your fees with the value you provide.

To learn more about aligning your pricing strategy with service value, listen to the full episode of the “Who’s Really the Boss” podcast featuring Rachel and Marcus Dillon. Their insights and experiences offer valuable guidance for any CPA firm looking to transform its approach to pricing and increase overall firm value.

Rachel and Marcus Dillon, CPA own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, DBA | FIRM, supports and guides accounting firm owners and leaders with free resources, education, and operational strategy.