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What If You Managed Your Private Company Like It Was Publicly Traded?

Earmark Team · July 20, 2026 ·

Ask any business owner what their company is worth, and you’ll likely hear a number they picked up at a conference, borrowed from a buddy’s sale, or scribbled on a napkin using some multiple of EBITDA. Ask them how they’re actively managing toward that number, and the room usually goes quiet.

It’s a huge blind spot in privately held businesses. Owners spend years, even decades, building something valuable. Yet they operate without the one metric that could guide every decision: a clear, defensible stock price.

In a recent episode of the Best Metrics podcast, host Glenn Dunlap sat down with Michele Hammann, Chief Strategy Officer at SSC CPAs + Advisors. She’s a certified valuation analyst and author of Go Public in Private: A Strategic Blueprint to Go From Owner to Investor. The conversation explored the idea that every privately held business has a stock price, whether the owner knows it or not. And the businesses that calculate it, track it, and manage toward it operate completely differently from those that don’t.

Michele has spent more than two decades working with privately held companies, from family businesses to larger enterprises, helping owners shift from thinking like operators to thinking like investors. Her message isn’t that private companies should go public. They should adopt the disciplines that make public companies investable without giving up control.

Your Business Has a Stock Price. It’s Time to Find It

Your company has a quantifiable stock price right now, whether you’ve calculated it or not.

Michele knows this firsthand. Her firm, SSC CPAs, is 100% employee-owned through an ESOP, meaning they get a formal valuation every year. Every team member knows the share price. And that single number is the metric that connects daily work to enterprise value.

“You feel like maybe you can move a $50 needle easier than you can move a $5 million needle,” Michele explained. When you translate a multi-million dollar valuation into a per-share price, the concept of value creation becomes real. It’s a number your team can discuss the same way people talk about Apple or Nvidia stock prices.

So how do you actually calculate a stock price for a private company? Michele walked through it on the episode, and it starts somewhere that might surprise owners used to looking backward. “The market doesn’t buy what you’ve done. They buy what you say you’re going to do.”

The process begins with forecasted future cash flows, which the business can realistically generate going forward. You apply a discounted cash flow model to bring those future dollars back to present value. Then you check it against comparable transaction data, similar to pulling comps when selling a house. There are databases where business brokers log closed deals, searchable by industry code, region, and revenue size.

Interestingly, Michele describes value as a three-legged stool. First is profitability relative to peers. Second is cash flow and balance sheet health, i.e., how much cash you can actually pull from the business. The third leg is intangibles. “There’s a lot of soft side to increasing your enterprise value,” Michele noted. Things like management depth, customer concentration, and whether you produce regular financial statements all affect the capitalization rate used to value future cash flows.

Stop Watching the Scoreboard and Focus on What Moves the Needle

Michele shared a scenario every business owner should pay attention to: something goes wrong on the manufacturing floor on June 1st, starts eroding margins immediately, but the books don’t close until July 15th. “We’re 45 days behind a decision that could be made differently,” she said.

This is why financial results are lagging indicators. They tell you what already happened. Operational metrics, on the other hand, show what’s happening right now. They’re the leading indicators that actually drive financial results.

“It’s not 50 metrics,” Michele emphasized. “It’s finding two or three where you can marry that operational data with the financial data that really tells the story.”

She gave a perfect example from a coin-operated laundry company. Their biggest expense was machine repairs. So they track minutes per repair and minutes per swap. The technicians don’t need to know that each stop costs $40. They just need to know the target is under 15 minutes. That’s something they can control through better tools, having the right parts on the truck, and efficient restocking.

The same principle works across industries. In nursing homes, where labor is the largest expense, the key metric is nursing hours per patient-day. How many nurses are on the floor relative to the census? It’s something a floor supervisor can manage in real time, not discover six weeks later in the financials.

Michele described two approaches to finding the right metrics for your business.

Bottom-up. Start with what you’re already tracking operationally and add the financial layer.
Top-down. Benchmark your financials against peers, find where you’re underperforming, and trace those gaps back to operations.

Either way, simplicity is crucial. “You don’t want this to be where we have to get out an Excel spreadsheet and call four people to figure it out each time,” Michele said. If it’s too complex, it won’t stick.

Build the Accountability That Creates Value

Knowing your stock price and tracking the right metrics is just the beginning. What separates businesses that drift from businesses that compound is structure: the kind of structure that public companies are forced into and private companies get to choose.

First, forecast forward, not backward. Michele’s entire methodology is built on forecasts, not history. She compares monthly financials to forecasts, not last year. “They’re a different company than they were last year,” she explained. And consistently hitting or beating the forecast dramatically increases value.

Second, hold regular check-ins. Public CEOs do quarterly investor calls. Michele recommends private owners do something similar at least three times a year. “Sit down and synthesize what you’re hearing from suppliers, clients, and the market,” she said. Compare it to where you said you’d be and recalibrate.

Third, build an advisory board. Move beyond dinner table conversations or management team meetings where everyone has a vested interest. Assemble a mix of professionals from the accounting, legal, and banking sectors, plus fellow business owners. “Most business problems are just a form of something else that happened before,” Michele observed. “Someone at the table has probably seen your version.”

If you’re not ready for a formal board, Michele recommended starting with AI. Load your forecast and industry context into Claude and have it ask challenging questions quarterly. It’s not a replacement for human advisors, but it’s a legitimate first step.

Once you have a stock price and forecast, filter every decision through one question: Does this increase or decrease enterprise value? “It gives you a framework for decisions,” Michele said. “Is it perfect? No. But is it better than the absence of that information?”

It’s Not About the Exit; It’s About the Choice

This isn’t just about selling your business. Michele wrote her book specifically because too many conversations get reduced to “exit planning” when most owners aren’t ready to quit.

“Let’s frame this as growing to where we want to be,” she said. “Let’s just focus on growth and making sure you reach your goals.”

The discipline of knowing and managing your stock price improves everything from financing terms to family transitions, resilience against disruption, and the daily experience of running a business. “You never have to sell to an outside entity,” Michele noted. “But being ready is just good practice.”

Not every business needs to become a transferable enterprise. Michele shared a story about an audiobook producer who tried adding middle managers and discovered “this wasn’t fun anymore.” She went back to working directly with talent, knowing her business value wouldn’t grow significantly. “That’s a great decision,” Michele said. “Are you making good money? Are you happy? Are you having fun?”

The danger isn’t choosing to stay small. It’s arriving at the end of your career without ever making a conscious choice at all.

Start Where You Are

Every privately held business has a stock price. The question is whether you’ll calculate it, track it, and manage toward it or let someone else assign it when it’s too late to change.

The framework Michele laid out is practical and incremental. Calculate your enterprise value as a per-share price. Identify two or three operational metrics that actually drive value. Build accountability through forecasting, regular reviews, and advisors. Use value as your decision framework.

As Michele put it, “We identify what we know today, and then we just let our clients pick the next right thing. Just do the next right thing.”

This is a huge opportunity for advisors and CPAs. Most business owners have never been asked what their stock price is. The professionals who can lead these conversations move from compliance providers to strategic partners.

And if you’re an owner who decides building a transferable enterprise isn’t your path, that’s completely fine — as long as it’s a deliberate choice made with full awareness, rather than a default you stumble into.

You’re the investor. You get to grow at your own timeline. Just do the next right thing.

To learn more about Michele’s framework, listen to the full episode of Best Metrics.

Shared Business Activity—not Mere Co-Ownership—Often Determines Partnership Status

Earmark Team · July 20, 2026 ·

Two friends buy a short-term rental together. They split everything, from income and expenses to responsibilities, 50/50. One manages the bookings while the other handles repairs. They never wrote up any agreement, registered an LLC, or created any paperwork at all.

Did these friends accidentally create a partnership with federal filing requirements?

Now make it more complicated. What if those two friends are married? What if they’re flipping houses instead of renting them? What if one spouse does all the work while the other occasionally helps with administrative tasks?

These are real questions that come across the desk of tax professionals every week. While they might seem straightforward, the answers are anything but simple or academic Partnership status affects filing requirements, basis calculations, elections, self-employment tax, audit procedures under the BBA, and the availability of numerous Subchapter K provisions. That’s why correctly identifying whether a partnership exists is the first step in any partnership analysis.

In episode 31 of Tax in Action, Jeremy Wells, EA, CPA, tackles this tough question in small business taxation: When does co-ownership cross the line into a partnership under federal tax law? Drawing from IRC §761(a) and §7701, Treasury regulations, and Supreme Court cases dating back to the 1940s, Jeremy builds a practical framework you can apply to client situations starting today.

Determining whether a co-owned activity is a partnership requires more than checking if someone filed an LLC with the state. You need to analyze the shared profit motive, business activity, and genuine intent. The analysis is shaped by decades of court-tested criteria. You also need to understand the distinct exceptions available to married couples.

Get this analysis right, and you’ll meet reporting requirements while positioning clients for partnership planning opportunities. Get it wrong, and you face unfiled return penalties, missed planning strategies, or both.

The Federal Definition Casts a Wide Net (With Important Limits)

To determine if your client’s co-owned activity is a partnership, you first need to understand how broadly federal tax law defines the term and where it draws the line.

IRC §761(a) defines “partnership” to include syndicates, groups, pools, joint ventures, and other unincorporated organizations (excluding corporations, trusts, and estates). That’s remarkably broad. As Jeremy explains, essentially any business-like activity with more than one participant could qualify. Add the companion definition in IRC §7701(a)(2) and Treasury regulations, and you have a framework that captures far more arrangements than most people realize.

There’s also the familiar default rule: Under Reg. §301.7701-3(b), a domestic eligible entity with two or more members that hasn’t filed a corporate election is treated as a partnership. This is where we get “multi-member LLC equals partnership.” For foreign entities, you need to check whether any member lacks limited liability, but the domestic rule is straightforward.

Despite this broad sweep, the regulations carve out two important exceptions that do not create a separate entity for federal tax purposes:

A joint undertaking merely to share expenses
Mere co-ownership of property (even income-producing property)

That second exception matters most in everyday practice. Two unrelated people can buy a rental property together, split the income and expenses, and that alone doesn’t necessarily create a partnership.

Jeremy shares an example from Laura and Noel Cunningham’s textbook, The Logic of Subchapter K. Two people co-own a taxi cab. Each drives it 12 hours a day, tracking their own fares and expenses separately. No partnership exists because there’s no joint profit motive. What you earn during your shift has nothing to do with what I earn during mine.

But change the facts and lease that cab to a third party who pays both owners. Now you’ve introduced a collective profit motive, and it looks like a partnership.

The Cunninghams identify two key features: business activity and sharing of profit. When both exist, you likely have a partnership. When either is missing, you probably have mere co-ownership.

This is where things get tricky. A single rental property split between two friends is probably mere co-ownership. But if they offer concierge services for an extra fee or they’re building a portfolio of rentals and managing them like a business, each additional fact pushes the activity toward partnership territory.

As Jeremy emphasizes repeatedly, federal tax law, not state law, controls this determination. You can register an LLC, file articles and get a certificate of formation, but none of these facts, standing alone,

determines whether a partnership exists for federal tax purposes. As the Supreme Court established 75 years ago, states can create entities on their books, but they can’t dictate federal tax consequences.

When Partnerships Actually Form

Knowing a partnership can exist is one thing. Knowing when it forms and triggers filing obligations is another matter entirely. It has nothing to do with filing paperwork at the Secretary of State’s office.

A partnership forms for federal tax purposes when participants join capital or services together with the intent to conduct an enterprise or business. Courts generally look for both genuine intent to carry on a business together and some actual contribution of capital or services.

Plans, discussions, and handshake agreements don’t count. Something tangible must go into the pot.

This framework comes from two landmark Supreme Court decisions every practitioner should know.

Tower v. Commissioner (1946) laid the foundation. The Supreme Court held that a partnership forms when people join “their money, goods, labor, or skill for the purpose of carrying on a trade, profession, or business” with a “community of interest in the profits and losses.” The critical question: whether the partners “really and truly intended to join together for the purpose of carrying on business and sharing in the profits or losses.”

Tower also drew a bright line between state and federal authority. As the Court stated, a state “cannot, by its decisions and laws governing questions over which it has final say, also decide issues of federal tax law.”

Culbertson v. Commissioner (1949) clarified what Tower meant. Lower courts misread Tower as requiring some minimum threshold of capital or services. The Supreme Court corrected this, saying, “The question is not whether the services or capital contributed by a partner are of sufficient importance to meet some objective standard,” but whether “considering all the facts, the parties in good faith and acting with a business purpose intended to join together in the present conduct of the enterprise.”

Culbertson produced the factors courts use to assess intent, and practitioners should memorize these criteria:

The agreement and the parties’ conduct in executing it
Whether each participant genuinely participates or is just a name on paper
Testimony of disinterested persons (would vendors or advisors see this as a partnership?)
The relationship of the parties
Their abilities and capital contributions
Actual control of income and how it’s used
Any other facts showing true intent

Jeremy notes that family partnership cases of the 1940s-1960s drove much of this development. Families were forming partnerships primarily for tax benefits. Courts had to determine whether these were genuine business partnerships or just tax avoidance vehicles. When the intent was purely to dodge taxes rather than to operate an enterprise, courts rejected partnership status.

Sparks v. Commissioner (1986) adds practical guidance. The Tax Court held that startup discussions, soliciting contributions, negotiating with third parties, and even incurring expenses were “pre-operating activities,” not partnership formation. The partnership didn’t form until members’ capital interests vested, meaning contributions were made and ownership interests received.

The practical takeaway is to document everything. Jeremy emphasizes that small business owners are terrible at this, and tax advisors must encourage better practices. A partnership or operating agreement that records when contributions were made and the ownership interests received establishes the formation date, not the LLC filing, planning meeting, or domain registration.

Three Ways to Avoid Partnership Treatment

Once you’ve determined a partnership exists, the next question is whether an exception allows the parties to sidestep partnership reporting. Three pathways exist, and practitioners regularly confuse them.

Electing Out of Subchapter K

Under IRC §761(a), members of an unincorporated organization can elect out of Subchapter K treatment if they can determine their incomes individually and the activity involves:

Investment purposes only
Production, extraction, or use (but not sale) of joint property
Securities underwriting over a short period

But the catch is that this election only removes Subchapter K rules. It doesn’t exempt the activity from any other IRC provision.

Jeremy highlights Cokes v. Commissioner (1988) as the cautionary tale. A widow inherited her husband’s interest in an oil venture that had elected out of Subchapter K. She never attended meetings, voted, drilled wells, or supervised operations. Her involvement was zero beyond holding an interest. Still, the Tax Court held her income was from a trade or business, subject to self-employment tax under IRC §§1401 and 1402. The partnership remained a partnership, just not subject to Subchapter K.

Qualified Joint Venture for Married Couples

The first spousal exception is available only to couples filing jointly who meet all three requirements:

The spouses are the only members
Both materially participate under IRC §469(h)
Each reports their share as if operating as a sole proprietor (separate Schedules C (or F) and separate Schedules SE)

This splits what would be a partnership into two sole proprietorships for reporting, eliminating Form 1065.

A critical limitation to be aware of is the qualified joint venture is NOT available if spouses operate through an LLC. If they registered an LLC, this door is closed.

There’s no form to file. Spouses simply submit separate schedules with their joint return. The election continues while requirements are met. Revocation needs IRS permission.

Community Property LLCs

The second spousal exception applies when there IS an LLC, exactly where the qualified joint venture fails. But it only works in nine community property states: Arizona, California, Idaho, Louisiana, Nevada, New Mexico, Texas, Washington, and Wisconsin.

To be eligible, the LLC must be wholly owned by spouses as community property with no corporate election filed. When met, Rev. Proc. 2002-69 lets spouses report the activity as either a partnership or a disregarded entity.

This isn’t an election, so there’s no form, statement, or revocation. It’s simply a choice the IRS respects. Spouses can theoretically change annually (though Jeremy says they probably shouldn’t).

Your Two-Step Framework for Partnership Determination

Jeremy distills everything into a practical framework you can apply immediately.

Step 1: Does a partnership exist?

Ask these questions in order:

Are there two or more distinct owners? (Not an individual and their disregarded entity. They have to be two separate taxpayers)
Are they merely co-owning property, or operating a business together?
Is there a shared profit motive? Do they act like business co-owners or like investors holding the same asset?

The more parties look like business owners running an enterprise together, the more likely a partnership exists.

Step 2: Does an exception apply?

Check for:

§761(a) election out of Subchapter K
Qualified Joint Venture under §761(f) (spouses, joint return, no LLC)
Community Property LLC under Rev. Proc. 2002-69 (spouses, community property state, LLC)

Key Takeaways for Tax Professionals

Shared property doesn’t create a partnership. Shared business activity does. One rental is probably co-ownership. A portfolio with services looks different.
State entity formation doesn’t control federal partnership status. The Supreme Court settled this in 1946.
Partnerships form when participants contribute capital or services in exchange for ownership interests, not when they form an LLC or buy a domain. Document that moment.
Push clients toward written agreements. Small business owners resist this. Partnership or operating agreements that record contributions and formation dates are essential.
Don’t confuse the spousal exceptions. Qualified joint ventures and community property LLC rules are completely separate regimes for different situations.
Electing out of Subchapter K doesn’t avoid self-employment tax or any other IRC provision.

These determinations have real consequences. Get it right, and you’ve met reporting requirements while positioning clients for planning opportunities. Get it wrong, and you face unfiled returns, unexpected self-employment tax, or missed savings.

If you’re ready to dive deeper, listen to the full episode of Tax in Action for all the case law details, regulatory citations, and Jeremy’s complete analytical framework. In the next episode, Jeremy examines who qualifies as a partner and tackles the increasingly important question of which partners face self-employment tax.

What Women in Accounting Gain From Conferences Has Little to Do With CPE Credits

Earmark Team · July 10, 2026 ·

Picture standing in a crowded expo hall, trying to reach a single vendor booth, but you can’t make it more than a few steps without someone pulling you into a hug. The problem gets so bad that a colleague appoints himself your personal handler, physically steering you through the crowd like a celebrity bodyguard.

That’s what conferences become when you’ve invested in relationships over the years, and it’s exactly what happened to Nancy McClelland at a recent conference when Tony Proctor had to escort her through the expo hall. On the other end of the spectrum, her She Counts podcast co-host Questian Telka once attended Intuit Connect with the goal of walking up to just one person and introducing herself without having a panic attack.

In their latest episode, Nancy and Questian dig into why professional conferences matter so much more than the CPE credits they offer, especially for women in accounting, tax, and bookkeeping. They’re even taking their own advice. She Counts recorded live at WAVESeattle this year, moderated by conference organizer Erin Pohan.

Why Conferences Matter Beyond the CPE Credits

Yes, you can earn CPE credits online. Yes, conferences are expensive. And yes, if you’re an introvert who works happily from home for days without seeing another human, the idea of walking into a ballroom full of strangers might sound terrifying.

But as Questian puts it, CPE is just “the baseline reason to be there.” Nancy earns more than double her required CPE every year, so that’s not why she keeps going back to conference after conference.

For Questian, an admitted introvert who can work alone for days, conferences offer conversations with people who truly understand what she’s all about. “It’s not like when you’re talking to your spouse or significant other, your family member, where it just completely goes over their head,” she explains.

Nancy frames the conference experience through a story from a favorite childhood book, Hail, Hail Camp Timberwood by Ellen Conford. A girl arrives at summer camp feeling completely out of place while everyone else runs around hugging old friends. Then a stranger runs up and hugs her – confiding, “Look, I know we don’t know each other. It’s okay. I was just feeling so left out.” The two start hugging other lost-looking kids, and soon the entire camp is connected.

“Conferences kind of remind me of that,” Nancy says. “I can’t necessarily promise somebody’s going to run up and hug you and pretend like they’re a long lost friend, but it’s a little bit like that.”

These relationships are professionally transformative. Questian met nonprofit expert Greg Bossen at her second Intuit Connect simply by walking up and saying, “Hi, I work with nonprofits. I heard you work with nonprofits.” She had no idea who he was. It still took her five minutes to work up the nerve. That conversation turned into shared clients, co-teaching opportunities, and an ongoing professional partnership.

Nancy met Katie Helle through a community post about the Digital CPA conference. Katie is now helping Nancy navigate her first season with ProConnect Tax. “You’ll meet people you’ll be friends with forever,” she says.

Why Women Need These Spaces Even More

Nancy believes strongly that building these relationships is “two, three, ten, twenty times more important for women than men.”

For women in accounting, conferences offer personal validation and visibility. You can watch another woman take the stage and think, ”I could do that too.”

“Confidence gets built in real time,” Nancy explains. “We get visible, we take up space. We imagine bigger possibilities for ourselves when we see other women.”

The relationships you build become your safety net when life gets complicated. When you’ve invested in real conference relationships, you have people to call when everything falls apart. That’s something a webinar simply can’t deliver.

Questian’s favorite conference moment captures this perfectly. At WAVE-Seattle last year, Jen Posner mentioned listening to a podcast by two women in accounting on her drive up. “Is it called She Counts?” Questian asked. It was. “That’s my and Nancy’s podcast.” Early in the show’s life, that moment proved their work was reaching people in meaningful ways.

Choosing the Right Conference for Your Goals

“The best conference isn’t universal,” Nancy emphasizes. What works brilliantly for one person might leave another feeling completely out of place.

Before registering for anything, ask yourself what you’re actually looking for:

Technical learning? Deep dives on tax approaches or software implementation
Networking? Meeting potential collaborators and referral partners
Inspiration? Keynotes that help you dream bigger
Visibility? Opportunities to speak and take up space
Tool discovery? Hands-on software evaluation in expo halls
Community connection? Women-focused events or niche gatherings

Nancy once sent her senior accountant to a conference with one mission: find the best project management software for their team. That trip led them to Double (formerly Keeper), which Nancy calls “transformational” for their organization.

Size and Format Matter

Not every conference needs to be massive. Local pop-ups and touring events offer accessible starting points. Erin created WAVE-Seattle because she was tired of traveling around the country and wanted something for women in the Pacific Northwest. Jason Staats takes his On Firms events on tour. The Bridging the Gap Road Show and Advisory Amplified travel city to city, offering lower-cost options.

For larger conferences, each has its own personality:

Scaling New Heights: Heavy on accounting technology with a massive expo hall
Intuit Connect: Essential for QBO-specific firms
Digital CPA: Carefully curated vendors in shared social spaces for deeper conversations
Bridging the Gap: Focus on sustainable firms with an inclusive, come-as-you-are culture

Don’t overlook industry conferences outside accounting, either. If you specialize in construction or dental practices, you might find your next clients at those events.

Budget Solutions

If cost is the barrier, check out the Accounting Cornerstone Foundation. This nonprofit covers airfare, hotel, and admission for first-time attendees who can’t afford it. Multiple members of Nancy’s Ask a CPA community have already received scholarships and describe the experience as unparalleled. And if you understand the impact conferences make, consider paying it forward and becoming a donor.

Making the Most of Your Conference Experience

You’ve picked your conference. You’ve registered. Now what?

Set concrete goals. Come with one to three specific objectives. Maybe it’s meeting five people, evaluating two tools, or attending three sessions. Nancy brings a notebook listing client issues to resolve and vendors to meet.
Connect beforehand. Check whether your online communities, such as Bookkeeping Buds or Ask a CPA, are organizing meetups. Having familiar faces changes everything, especially for introverts.
Don’t overpack your schedule. Nancy admits she’s a “maximizer” who spends 2.5 hours planning for each session slot. “Don’t be me,” she cautions. It’s okay to sleep in, take a nap, or skip sessions for hallway conversations.
Branch out from familiar faces. Nancy and a friend deliberately arrive early and stay late at conferences to have quality time together. This frees them to meet new people during the event itself.
The hallways matter. Relationships form in the informal moments, like meetups, dinners, and wandering at expos. When Tony had to physically steer Nancy through the expo hall because she kept getting pulled into conversations, it proved how deep conference relationships can become.
Start small if you’re introverted. A few years ago, Questian’s goal was simply to introduce herself to one person without panicking. That single step catalyzed speaking engagements, teaching opportunities, and eventually co-hosting a podcast.

Your Next Conference Could Change Everything

Sometimes the most valuable part of a conference isn’t what you learn, but who you become after being in that room.

CPE is the floor, not the ceiling. The real value comes from relationships, visibility, confidence, and belonging you can’t build behind a desk. Choose strategically based on what you need right now. Go in with goals. Connect with your community. Give yourself grace. Push yourself to meet one new person, even if it takes five minutes to work up the nerve.

These spaces are incredibly valuable for women in accounting. Seeing other women lead, share vulnerably, and succeed gives you permission to imagine bigger possibilities. The relationships become collaborations, partnerships, and the safety net you need when life gets complicated.

This profession can be isolating, especially if you’re running your own firm or navigating spaces where you’re one of only a few women. Conferences are an investment in who you’re becoming.

Your Camp Timberwood moment might be one introduction away.

Listen to the full episode for Nancy and Questian’s complete conference recommendations.

Private Equity, Proprietary AI, and the Self-Reinforcing Cycle Coming for Independent Firms

Earmark Team · July 9, 2026 ·

In 2025, there were roughly 900 roll-up transactions in the accounting profession. Only a handful were mega-deals that made Accounting Today headlines. Most were small firms merging, tax-only shops joining advisory practices, and everything in between. Of those transactions, 200 were directly linked to private equity investments. Meanwhile, half of the top 30 accounting firms have now taken private equity money or adopted alternative ownership structures.

And while all that was happening, AI tools started being built exclusively for certain platforms, and locked behind walls independent firms can’t access.

Marcus Dillon, CPA, sees these forces clearly. As co-host of the Who’s Really the BOSS? podcast and leader of Dillon Business Advisors (DBA) and Collective by DBA, an advisory community for firm owners, he spent five consecutive weeks this past May traveling to industry events. His journey took him from the Collective Recharge conference in Mexico to Intuit’s council in California, ADP’s council in Nashville, meetings in Katy, Texas, and finally the Firm Growth Forum in San Diego. Across all those rooms, the same interconnected forces kept surfacing.

Firm owners need to understand that private equity timelines drive centralization. Centralization enables AI deployment at scale. And proprietary AI makes consolidated firms increasingly competitive against independent practices. It’s a single, self-reinforcing cycle that redraws the competitive map for firms of every size.

In Season 5, Episode 13, Marcus and Rachel Dillon unpack what he learned across those five weeks on the road, and what it means for your firm right now.

The M&A Wave Moving Downmarket

The numbers tell only part of the story. What makes this personal for most firm owners is where this M&A activity is heading.

MBA graduates from Harvard, the University of Chicago Booth School of Business, and similar institutions enter the market armed with a concept called “entrepreneurship through acquisition.” Their professors specifically identified accounting as ripe for a roll-up. Now you have freshly minted MBAs, search funds, and pooled investor groups actively hunting for accounting firms ranging from $2 million to $20 million in revenue.

“Private equity gets a bad rap,” Marcus explains in the episode. “All it is is pooled money. There are great people to work with. Some people aren’t so great to work with. And some people have a great investment thesis and culture and treat team members well. And some people don’t.”

In practice, evaluating a capital partner is no different from vetting a new hire or vendor. The label doesn’t automatically make it good or bad.

Marcus and Rachel speak from experience. DBA completed two acquisitions in 2025. When Marcus mentioned firms that acquired eight companies in a single year, Rachel’s response was, “After acquiring two firms in one year, I think you need an award if you acquire eight firms in one year, whether good or bad, it’s not the easy way out.”

Three distinct models emerged among the firms being celebrated at these conferences:

Fully centralized firms like Aprio and Armanino that integrate acquisitions completely from day one
Decentralized platforms that preserve autonomy for acquired firms while sharing ownership
Hybrid models that centralize certain functions while leaving others independent

All three were celebrating wins. But something unexpected happens beneath the surface.

The Rush Toward Centralization

“Since I’ve been back in town, there’s been a big movement with people stating they’ll remain fully autonomous and fully decentralized,” Marcus observed. “They’re now moving towards centralizing.”

Two forces drive this reversal.

First, you can’t deploy AI effectively across disconnected data. Picture a platform with 20 firms operating independently, with their own tech stacks, databases, and processes. If that platform discovers a breakthrough AI automation, they’d have to install it 20 separate times. As Marcus puts it, the data is “so much more valuable when it’s all together, and you can deploy those efficiencies at scale .”

Second, the next buyer doesn’t want a project. Private equity funds typically hold investments for three to five years before seeking a larger capital partner. When platforms go to market, that next investor “doesn’t want to own 20 different brands on a loosely connected platform,” Marcus explains. “That doesn’t make sense to them. It doesn’t make sense to pay a premium for that.”

We see this play out in real time. Springline is rebranding acquired firms under a single brand. Crete Professionals Alliance just rebranded to Current. These are structural changes designed to make the combined entity more valuable and competitive.

Rachel offers practical wisdom for those watching these shifts. “You always want to level up to your top firm. It would be a little naive to think you can keep doing exactly what you’ve always done with the same tools.”

Marcus validates this from DBA’s own experience. When they integrated their two acquisitions, they immediately moved them onto DBA’s tech stack and systems. If they’d left everything separate, “it would have been a nightmare,” he says.

The AI Divide Takes Shape

Current counts Thrive as its biggest investor. Thrive is also connected to OpenAI. Together, they’ve built AI software available exclusively to firms on that platform, and the software won’t be available on the open market.

“When you have big technology companies like OpenAI or Anthropic partnering with firms and creating proprietary software, you have to question who’s going to win the technology battle at the end of the day,” Marcus says.

These AI-powered platforms are competing with smaller firms. You don’t have to join a platform to be affected. You just have to compete against firms that did.

Meanwhile, the broader AI landscape is chaotic. New AI products launch daily. Every platform is embedding AI. Canopy released Co-work, Carbon is building AI features, and Intuit Intelligence is rolling out within QuickBooks. “Everything we open up on a daily basis has some form of AI or agent now being built into it,” Marcus notes.

DBA takes a practical approach. Currently, they deploy Microsoft Copilot across the entire team because it integrates with their Microsoft ecosystem. Select team members also have Claude Enterprise for testing advanced solutions. Once something works in Claude, Angel Sabino, DBA’s Director of Technology and AI, productionizes it in Copilot for broader deployment.

“It’s hard right now to understand what’s real, what’s conceptual, what’s just a great video that somebody put together, or what is actually a true demo of a useful product,” Marcus admits about the current AI landscape.

“Be really aware and ready to start experimenting with it so when you do have a change in the firm, you can immediately solve for it and not try to figure it out when it’s too late,” Rachel counsels.

Your Window for Action

The accounting profession is facing an interconnected dynamic in which M&A drives centralization, centralization enables AI deployment, and AI makes consolidated firms more competitive. Each force feeds the next, and the cycle is accelerating.

But understanding these dynamics gives you power to act with intention. Here’s where to start:

Review your software spend now. Vendors push price increases in the summer. As Marcus advises, if you turned on software to experiment six months ago but only have one client using it, turn it off. DBA specifically moved clients to consolidated platforms like Ramp for bill pay.
Start experimenting with AI before you need it. Set aside a budget and designate a small group to test tools in a controlled environment. Don’t wait for a crisis.
Know your non-negotiables. Whether it’s a PE-backed buyer, a platform acquisition, or succession planning, understand what matters most before negotiations begin.
Take control with your dollars. “You can be a very reactive player in this market, or you can actually be proactive,” Marcus says. “And the best way to be proactive is with your dollars.”

At the San Diego conference, Marcus overheard a woman celebrating finding a session that didn’t mention M&A or AI. She called it “refreshing.” Her instinct isn’t wrong; good business fundamentals still matter. But ignoring these forces won’t make them disappear.

If you want to dive deeper into these dynamics and learn more about navigating this inflection point, join Marcus, Rachel, and other firm leaders at Gather this October in Grapevine, Texas. Visit collective.cpa for details while tickets remain available.

Listen to the full episode of Who’s Really the BOSS? to hear more of Marcus and Rachel’s discussion about preparing your firm for what’s ahead.

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, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.

AI Models Now Outperform Human Bookkeepers and One Controller Proves a Finance Team of One Actually Works

Earmark Team · July 8, 2026 ·

A controller at a SaaS company that processes $50 million a month through its marketplace went on a two-week vacation. When he returned, his AI agents had already coded, categorized, approved, and synced 2,000 transactions. He reviewed just 67 (about 3%) by hand, and the entire cleanup took 30 minutes.

James Agius, Financial Controller at Skool, described his actual workflow on a recent episode of The Accounting Podcast. And it landed alongside benchmark data proving that, for the first time, off-the-shelf AI models from OpenAI, Anthropic, and Google are outperforming human accountants at basic bookkeeping tasks.

Hosts Blake Oliver and David Leary unpacked a series of developments that signal a genuine turning point for accounting. New studies from Digits and Ramp put hard numbers on AI’s bookkeeping abilities. A venture-backed startup led by a former PCAOB board member is building an AI-first audit firm. And KPMG’s entire US management committee flies to Silicon Valley every five to six weeks to meet with startups it views as potential threats.

But AI isn’t arriving to replace a surplus of accountants. It’s showing up amid a talent crisis that has more than tripled the number of unfilled accounting roles in a single year.

The Numbers Don’t Lie: AI Now Matches Human Bookkeepers

For years, the accounting profession has heard promises about AI. Now there’s data to back them up.

Digits just released the fourth version of its benchmark study, and CEO Jeff Seibert shared the results in an interview with David, which is featured on the episode. The test included categorizing over 2,000 transactions across multiple businesses into the correct chart of accounts. They tested all the major AI models (OpenAI’s ChatGPT, Anthropic’s Claude, and Google’s Gemini) against outsourced human accountants.

“All of the major model providers have, for the first time, beaten real, outsourced human accountants at bookkeeping tasks,” Jeff told David. The humans scored about 79% accuracy. The AI models came in between 79.4% and 80.7%. The margin is small (about 1.6%), but the direction is clear.

Before anyone dismisses 79% as a low bar, Jeff offered important context. That’s actually typical for outsourced accountants who understand general accounting principles but don’t know the specific business. “They don’t know anything about that business or its industry, supply chain, geography, or customer base,” he explained. That missing context accounts for the 20% error rate.

What’s striking is how similar all the models performed. They’re all within three percentage points of each other. As David put it, basic transaction categorization “is kind of a commodity now.” It’s something everyone will essentially get for free from these models right out of the box.

But purpose-built systems go much further. Digits’ own AI, which learns from each business’s transaction history and can’t hallucinate by design, hits 97.8% accuracy. “Digits mimics the knowledge of a dedicated accountant who you’ve worked with for a number of years,” Jeff said.

The picture changes when you look at more complex work. Ramp tested its new Stack platform on 237 accounting tasks across eight synthetic businesses for categorization and financial close work. Its system scored 65.8%, beating the raw models but well short of perfect. This matches what most accountants experience. AI is great at pattern recognition but still struggles with judgment-heavy tasks.

AI still falls short in complex accruals, according to Jeff. Journal entries, fixed asset schedules, and prepaid expenses are the remaining frontier. Digits responded by launching automated accrual schedules where the AI identifies potential prepaids or fixed assets, drafts the schedule, and the accountant approves it.

Jeff drew an interesting parallel. At his tech company, engineers went from zero AI use to 100% in a single quarter. Jeff himself hasn’t written code since December, despite coding being his passion since age 12. “We have not fired our software engineers,” he said. “They are still critical, but the day to day has changed completely. Instead of them writing the code, they’re guiding the agents.”

One Controller, Zero Staff, $50 Million in Monthly Transactions

James Agius proves what these benchmarks mean in practice. He’s the financial controller at Skool, a SaaS company running online educational communities. The company handles over $5 million in monthly spend with nearly $50 million flowing through its marketplace each month.

James is also the company’s entire finance department. The company doesn’t have any staff accountants, AP clerks, or analysts. It’s just him and seven specialized AI agents, plus an eighth admin agent that checks the others’ work and enforces controls.

When Agius took two weeks off, those 2,000 transactions piled up. His automations handled almost everything, from coding, categorizing and approving to syncing to the ERP. When he returned, just 67 transactions needed human judgment. The cleanup took 30 minutes.

“His job changed from doing the work to reviewing the work,” Blake explained on the podcast. That shift freed Agius for forecasting, cash management, and strategy. It’s the work finance leaders always say they want to do but rarely have time for.

The timing couldn’t be more ironic. Just as AI enables one person to run an entire finance function, the profession can’t find enough people to fill open roles.

A Personiv study cited in Accounting Today found that the number of unfilled accounting and finance positions per company jumped from 5 to 17 in a single year, more than tripling. Eighty-four percent of finance and accounting leaders say there’s a talent shortage. The hardest role to fill is the senior accountant role, cited by 43% of respondents.

The drivers aren’t mysterious. The profession has talked for years about how 75% of CPAs were approaching retirement. “Well, now they’re doing it,” Blake said. And the pipeline is thin because staff accountants have been leaving after just a few years.

As David pointed out, senior accountants are exactly the people who would manage AI agents, so the talent shortage and the AI transition are colliding at the worst possible moment.

Firms are responding by racing to adopt AI. Sixty-three percent of leaders use AI to ease hiring pressure, up from 23% last year. For example, Bennett Thrasher moved talent acquisition from HR to the growth function, treating recruiting as strategically as business development. “The human labor becomes more valuable because it’s augmented,” Blake noted.

The Race to Reinvent

The competitive landscape is shifting as fast as technology. New entrants and incumbents alike are making moves that suggest they see this transformation as irreversible.

Christina Ho, former PCAOB board member and past podcast guest, joined Oath, a venture-backed firm building an AI-native audit practice from scratch. No legacy systems or technical debt. It’s AI-first from day one. They raised $6.6 million in seed funding and aim to automate 80% of audit work by 2030.

Oath plans to connect directly to clients’ accounting systems for continuous verification rather than year-end evidence gathering. CEO Lucas Ward emphasized audit remains “a human accountability function” even as machines handle verification. They’re recruiting “accounting engineers,” hybrid roles combining accounting expertise with computer science skills.

The Big Four are taking notice. KPMG’s US CEO now takes the entire management committee to Silicon Valley every five to six weeks, meeting with venture firms like Andreessen Horowitz and Bessemer to identify potential disruptors. They’re open to partnerships or investments, anything to avoid being blindsided.

On the platform side, Ramp’s new Stack product shows where AI agents might actually live in the workflow. Stack connects to existing tools like QuickBooks and accepts plain-language instructions, like “This client allocates revenue by location, not department. Split it across six cost centers.”

As Blake observed, “The GL is not the best place for agents to live. You want the agents at the point of the transaction.” Ramp already sits at the point of spend, giving its agents rich context about each business. The market agrees. Ramp just raised $750 million at a $44 billion valuation.

Not every AI adoption strategy works, though. KPMG rolled out a dashboard requiring employees to use AI for roughly 75% of their working time. Predictably, employees immediately gamed it. They had AI summarize emails they’d already read or generate random drawings — anything to hit targets. Blake called it “token maxxing,” comparing it to padding billable hours. Amazon shut down a similar program after seeing the same behavior.

What Humans Still Own

Where does human value go when AI handles the routine work? Jeff identified three things AI can’t replace.

Judgment. “AI goes off in weird directions,” he said. Experienced professionals must guide it through ambiguous calls.
Trust. “The AI will tell you anything you want. You can never trust AI.”
Accountability. “It’s never going to be liable for the numbers it gives you. What are you going to do, sue your AI?”

These are the differentiators for accountants who want to stay relevant as machines take over the rest.

All of the evidence from this episode points to AI crossing the competence threshold for basic bookkeeping and advancing toward complex tasks. One controller already runs a $50 million operation solo. Yet unfilled roles have tripled. Senior accountants are impossible to find. The retirement wave is here, and the pipeline is thin.

To thrive, you need to bring what AI can’t: judgment, trust, and accountability. The transition is here.

Listen to the full episode for the rest of Jeff’s interview, details on KPMG Australia’s whistleblower scandal fallout, and a discussion of the IRS leadership vacuum.