• Skip to primary navigation
  • Skip to main content
Earmark CPE

Earmark CPE

Earn CPE Anytime, Anywhere

  • Home
  • App
    • Pricing
    • Web App
    • Download iOS
    • Download Android
    • Release Notes
  • Webinars
  • Podcast
  • Blog
  • FAQ
  • Authors
  • Sponsors
  • About
    • Press
  • Contact
  • Show Search
Hide Search

Blog – Full Posts

Time Blindness and Trader Joe’s Paralysis Doesn’t Define This Accountant’s Career

Earmark Team · January 28, 2026 ·

Jina Etienne stood in Trader Joe’s, paralyzed by eight different ice cream flavors, unable to choose between them. This moment perfectly captured what her decades-long accounting career had felt like, not because she wasn’t capable, but because her ADHD brain was processing every decision through multiple filters at once.

In this episode of She Counts, the real-talk podcast for women in accounting, hosts Questian Telka and Nancy McClelland sit down with CPA and speaker Jina Etienne to explore a reality affecting countless women in the profession: living with undiagnosed ADHD while maintaining the appearance of having it all together.

When Your Child’s Diagnosis Becomes Your Own

For both Jina and Questian, ADHD recognition didn’t come through self-awareness; it came through their children, as many late diagnoses do for women in their forties.

Jina’s story began when her husband couldn’t understand their son Dominic’s behavior. “Dominic was really into this project,” she recalls. “He worked really hard on the project. My husband takes him to school, drops him off, and then he says, ‘So, Dominic, where’s the project?’ He forgot to bring it to school.” Her husband wondered how someone could be so invested in something and completely forget it. That bewilderment sparked a diagnosis journey that would circle back to Jina herself.

After Dominic’s diagnosis, Jina asked the psychiatrist how to parent an ADHD child. The doctor gave her a book called “Driven to Distraction.” Reading through the diagnostic criteria, Jina found herself checking off symptom after symptom. “If you have more than 12 of these characteristics out of 20, you might have ADHD. Well, I had 12. So I called back and I said, ‘Can you diagnose me?’”

Questian’s path was similar. Watching her 14-year-old son navigate challenges that mirrored her own childhood, she recognized patterns she’d never connected before. “We have so many similarities between the two of us,” she shares, though her son hasn’t wanted to pursue formal diagnosis yet.

The Gender Gap in Diagnosis

ADHD in women often hides behind a carefully constructed wall of competence. The diagnostic tools themselves were designed around boys’ behaviors, focusing on the bouncing-off-the-walls hyperactivity that disrupted classrooms rather than the quiet inattention more common in girls.

“We make gender assumptions about boys and girls,” Jina explains. “Girls are quiet, girls are thoughtful. Girls are nice. So if a boy is boisterous and he’s busy running around and can’t sit still, then it must be ADHD. But if a girl is sitting still, maybe it’s not ADHD.”

This gendered lens means countless women slip through diagnostic cracks. Questian’s grandmother used to say she was “bouncing off the walls all the time,” even “climbing furniture, hanging from the ceiling, just all over the place.” The solution was to put her in gymnastics. No one connected those dots to ADHD because she could also sit still when required, even if her mind was racing.

The biological component adds another layer of complexity. Estrogen helps regulate dopamine, the neurotransmitter already inconsistent in ADHD brains. “As our estrogen levels start to drop, the struggle becomes more obvious,” Jina notes. “It was always there, but as we get older, it can feel like things got harder.”

Nancy adds important context: only three to five percent of adults have ADHD, though informal studies suggest higher rates in accounting. When people dismiss it saying “everyone has ADHD now,” they’re conflating normal distraction with a clinical condition that, as Nancy’s therapist reminds her, “doesn’t become a clinical diagnosis until whatever it is that you’re dealing with interferes with your life.”

The Exhausting Art of Masking

After decades of compensating and overachieving to hide their struggles, women with ADHD reach a breaking point. Jina describes it perfectly with an analogy. “Imagine picking up a 10-pound weight. You’re holding it halfway up, and you just have to hold it like that for ten years. At first it doesn’t seem that hard. Eventually it gets heavy, but you can do it. And then it gets to the point where it’s so heavy, you’re struggling to do it, and you ask yourself, ‘Why am I even doing this?’ And then at some point you just throw it down.”

“I constantly overprepare for everything and feel like if I don’t overprepare, I’m not going to be able to manage what’s happening,” Questian says, describing her version of this weight. But even this strategy is failing. “I’ve gotten to the point where it’s become very difficult for me to emotionally hide my overwhelm.”

Women tend to internalize the physical manifestations in professional settings. “If I’m in a meeting, trying to hide that,” Questian explains about suppressing her fidgeting, “if I can’t express it and move my body the way that I need to, then it becomes internal agitation. It moves inward.”

Decision paralysis adds another layer. Back to Jina’s Trader Joe’s story, “Instead of coming home with two things, I come home with eight things because I’m overloaded with the decisions I have to make, and I’m afraid to make the wrong decision.” This extends to work, where Questian describes having multiple big projects. “I get into a spiral in my mind. Which one do I start with?”

Time blindness creates special challenges in accounting. Jina explains there’s actual neuroscience behind it—something called scalar expectancy theory. The brain’s internal “pacemaker” runs inconsistently in ADHD brains. “It has nothing to do with not managing time,” she emphasizes. “People think it’s time management and I think it’s time processing.”

What Jina calls “imposter syndrome on steroids” compounds everything. Before diagnosis, the negative self-talk was relentless. “I felt like something was wrong with me.”

From Shame to Strategy

Diagnosis transformed self-blame into self-understanding for both women. “My whole life made sense to me,” Questian reflects. “Getting that diagnosis helped me understand myself a lot better and prevented me from feeling this level of guilt about who I was.”

For Jina, diagnosis brought vocabulary to experiences she couldn’t previously articulate. The revelation about difficulty reading social cues moved her to tears during the conversation. “Those words were not in my vocabulary. I just thought something was wrong.” But awareness brought empowerment: “Now I watch for things I didn’t watch for before.”

The practical strategies are highly individual. Questian found medication helps. She takes “a kid dose of Ritalin” because Adderall was too strong. Jina’s neurologist explained that different medications affect ADHD brains differently. “For anybody listening, if you had a reaction to one medication, try another before you dismiss it altogether.”

Technology is an ally when configured correctly. Jina’s iPhone has focus settings that automatically silence notifications on Monday writing days. “My phone automatically turns off all notifications at 9 a.m. It doesn’t ring. Nothing shows up on my screen.” She maintains 16 different Google calendars, color-coded for visual processing. At 11 PM, her phone grays out all icons, removing even visual temptation.

Communication strategies matter, too. Jina and her husband developed what she calls the “junk drawer” method. While he thinks internally before speaking, she needs to verbally process everything. Their solution was to let Jina talk it out. “I can just talk, and then I have to say, ‘This is the part you need to hear.’”

However, workplace disclosure remains complicated. “Some people worry about self-disclosure,” Jina notes, “because if you disclose something to your boss, sometimes the HR team feels an obligation to do something.” Her advice? “You don’t have to reveal that you have ADHD if you can explain what your strengths are.”

The Superpowers Are Real

ADHD brings legitimate strengths alongside its challenges. When Questian mentions her “high sense of intuition and emotional awareness” and extreme empathy, Jina confirms, “Those are markers for ADHD and so is high creativity.”

The same brain struggling with executive function excels at ideation. “You don’t even have a box to think inside of,” Jina explains. The hyperfocus that makes her work until 3 AM also allows her to solve complex problems others can’t crack. “When I’m in the zone, I can really work and knock stuff out.”

Nancy, who doesn’t have ADHD, offers perspective about the double-edged nature. “I don’t have the same creativity that y’all do, but I also don’t have to deal with idea overload.”

“We all have some of these things from time to time, but some of us have a lot of these things all the time,” Jina says, emphasizing an important distinction. Having occasional struggles with focus isn’t ADHD. It’s about having “ten, 12 or 14” of the chronic disturbances, not just a few.

Moving Forward with Understanding

This conversation reveals that ADHD in professional women isn’t about inability; it’s about brains that work differently in a world designed for neurotypical processing. The exhaustion comes from constant translation and compensation.

When someone dismisses ADHD saying “everyone has it,” they miss the clinical reality. As Questian shares, “I’ve actually had people make this comment to me, and I’m sitting here going, ‘Oh, I’m sorry, have you lived in my life? Have you walked in my shoes?’” Yet by speaking openly, Questian creates space for others to recognize themselves and seek understanding. 

“The labels we’ve been using do not reflect the beautiful, complex diversity that lives within each of us,” Jina reminds us. “Inclusion isn’t about them. It’s about how we show up for others.”

For women in accounting who’ve spent years perfecting their professional masks while struggling with focus, time management, and mental chaos, you’re not alone, you’re not broken, and there are strategies that can help. Whether through diagnosis, medication, technology, or simply understanding that your brain works differently, there’s a path from exhaustion to empowerment.

Listen to the full episode to hear more about specific strategies and the transformative power of understanding your own mind. Then join the conversation on the She Counts Podcast LinkedIn page, where we’re continuing this discussion about ADHD in the accounting profession.

v1.23.1: Subscription Pricing & CPE Email Issues Resolved

Earmark Team · January 27, 2026 ·

Release Information

Version: v1.23.1
Date: January 27, 2026
Summary: This release focuses on improving authentication reliability, subscription accuracy, and platform security, while addressing several regressions and admin data sync issues.

Bug Fixes

Subscriptions & Payments
• Resolved a regression where team subscription plan prices were displaying incorrect values.


Courses & Reviews
• Fixed an issue where the “Email CPE” button did not appear if an episode was not marked as completed before submitting review questions or quizzes.

From OnlyFans Audits to AI Cheating Scandals: Inside Accounting’s Strangest Week Ever

Earmark Team · January 24, 2026 ·

In episode 465 of The Accounting Podcast, hosts Blake Oliver and David Leary tackle one of the most bizarre unintended consequences of recent tax legislation: IRS agents may soon need to review OnlyFans content at work to determine if digital creators qualify for tax deductions. This absurd scenario perfectly captures the chaos unfolding as artificial intelligence and new regulations collide with traditional accounting practices.

The IRS’s Awkward New Job Requirement

The new “no tax on tips” deduction allows digital content creators to deduct up to $25,000 from their taxes. But conservative groups successfully lobbied to exclude “pornographic activity” from this benefit, leaving the IRS to determine what qualifies as pornography—a definition the Supreme Court has never clearly established.

“Are IRS agents going to have to sit in their offices at work and look at OnlyFans accounts and determine whether or not this content qualifies?” Blake asks. “Supreme Court Justice Potter Stewart famously said, ‘I know it when I see it.’ So that’s my question.”

The timing couldn’t be worse. The IRS just closed hardship telework requests, forcing employees back to the office while the agency faces a backlog of over 8,000 accommodation requests and has lost 25% of its workforce through voluntary separations this year.

David raises another complication: “If somebody did one video that got determined to be pornographic, do you lose the whole deduction or can you claim all the other days that you got tips?”

Tax professionals face their own dilemma. “Let’s say you get a client who says they want to claim the tips deduction, and they’re an online creator,” Blake explains. “Are you going to check out the content and decide whether it qualifies?”

When AI Meets Ethics—The KPMG Scandal

While the IRS grapples with content moderation, KPMG Australia is dealing with its own technology-related embarrassment. Multiple auditors were caught using AI and group chats to cheat on mandatory compliance training during 2023-2024. This happened after KPMG had already paid a $50 million fine for exam cheating from 2015-2020.

“AI is really good at taking these kinds of tests,” Blake notes. “Just copy paste all the questions into ChatGPT and you’ll pass in a heartbeat.”

The consequences were light: formal warnings for most, one verbal caution, and one person who left months later. The firm didn’t report the incident to regulators.

“They got fined $50 million for it before and then they just continued to do it,” David points out. “So the fines don’t work, obviously.”

The PCAOB is now warning it will closely scrutinize AI use in accounting firms. They’re particularly concerned about private equity-backed firms, fearing pressure for short-term results will compromise audit quality when combined with AI automation.

The Death of the Billable Hour

Beyond scandals, AI is reshaping how accounting firms operate and charge for their services. The billable hour, introduced in the early 1900s as a management tool and dominant since the 1960s, faces extinction.

“When AI can review thousands of contracts in minutes instead of weeks, charging for time spent becomes economically absurd,” writes Rita McGrath of Columbia Business School in the Wall Street Journal.

Blake experienced this transformation firsthand as a freelance bookkeeper. “I billed hourly for keying transactions into accounting software. I then figured out how to automate 90% of it. I had a choice: bill 80-90% fewer hours and lose all my revenue, or switch my clients to fixed fees and take ownership of the process.”

The efficiency gains are already here. Ramp has AI approvals handling 80-90% of transactions automatically. Xero’s new auto-reconcile feature uses AI to match transactions with high confidence. According to OpenAI’s survey of 9,000 workers, employees save an average of one hour daily using AI, with heavy users saving ten hours weekly.

But not every company succeeds at this transition. Pilot raised $118 million at a $1.2 billion valuation, betting it could automate bookkeeping and achieve software margins. Today, they have just 2,500 clients and recently launched a partner program to offload the labor they couldn’t eliminate.

“The fact that they’ve launched a partner program indicates they’re trying to push labor costs out of the company so they can be a software company,” Blake observes.

The irony isn’t lost on David. “They have this headline, ‘Tired of endless QuickBooks updates breaking your workflow.’ But the very first app they list in their integrations is QuickBooks. It’s built on QuickBooks.”

AI Writing Reports Nobody Trusts

Companies are racing to use AI for financial reporting even while harboring deep doubts about its reliability. Twenty-eight percent of financial executives already use generative AI for external reporting. ON Semiconductor’s AI writes entire sections of management discussion and analysis. Hewlett Packard Enterprise plans to use AI for first drafts of financial statements starting in January.

“Take financial statements, drop them into ChatGPT and ask for the narrative. It does a spectacular job,” Blake says. “Taking numbers and turning them into a story that non-accountants can understand, highlighting what’s important, it’s really good at that.”

Yet Harvard Business Review’s survey of 603 business leaders shows only 6% of companies trust AI for core business processes. Most limit AI to low-risk or supervised tasks.

“The work accountants do requires near 100% accuracy,” Blake explains. “Research shows AI achieves 80% accuracy at 30-minute tasks but 100% only for tasks taking a few minutes.”

Meanwhile, Meta’s creative accounting for its Hyperion data center—using complex structures to keep it off-balance sheet—shows human financial engineering still outpaces AI. As the Wall Street Journal called it, “Artificial intelligence, meet artificial accounting.”

What Comes Next

Interesting research is challenging assumptions about what drives audit quality. Studies show offices with less competition deliver better audits with fewer errors. “Competition pushes down fees, which incentivizes auditors to cut corners,” Blake explains.

Another study found audit teams with more women deliver higher quality at lower fees, but only in supportive environments with good work-life balance and female partners.

President Trump, meanwhile, claims tariff revenue will eliminate income tax entirely. “We’ve taken in literally trillions of dollars,” he stated, though actual tariff revenue was only $258 billion last year versus $2.7 trillion from income taxes.

“Doesn’t anybody prep him?” David wonders. “He just makes up numbers.”

The accounting profession is at a crossroads. Will accountants become the quality control layer ensuring AI meets professional standards? Or will they cling to outdated models until technology makes them irrelevant?

To hear Blake and David’s full discussion, including details about the new Trump IRA accounts for kids and Senator Jim Justice’s $5 million tax settlement, listen to episode 465 of The Accounting Podcast.

Your Excel Data Never Leaves Your Computer With This AI Automation Method

Earmark Team · January 24, 2026 ·

While 58% of professionals have tried AI, only 17% use it regularly. Kyle Ashcraft sees opportunity in that gap.

In episode 108 of the Earmark Podcast, host Blake Oliver sits down with Kyle, a CPA who built Maxwell CPA Review and helped over 1,500 students pass their exams, for a live demonstration that might change how you think about Excel automation. Their conversation shows how any accounting professional can start automating their work in under an hour. No coding experience required.

The AI Gap Nobody’s Talking About

“The more advanced AI becomes, we can take one of two directions,” Kyle explains during the demonstration. “You can continually veer away from it, and the more that comes out, you step farther and farther away from it. Or you can make it a goal to learn, let’s say, one new tool a week.”

The problem isn’t that accountants don’t want to use AI. It’s that they don’t have dependable strategies for implementing it. Kyle describes the typical approach as, “Opening up ChatGPT, throwing in a spreadsheet, and then giving it a prompt and seeing what it comes up with. Sometimes like a Hail Mary, where you just want to see if it gives you an acceptable output.”

There are two major issues with this approach. First, it often takes multiple attempts to get the output you want because ChatGPT can’t read your mind. Second, and this is crucial for accountants, when you upload a spreadsheet to ChatGPT, “your Excel document is going directly to OpenAI. Your prompt is going to them, and the prompt that they output to you is going to them as well.”

This matters because OpenAI’s data retention practices are questionable at best. They’re currently in a lawsuit with The New York Times and required to permanently retain logs. No wonder 70% of accounting professionals cite data security as their primary concern with AI adoption.

Enter “Vibe Coding”: When Everyone Becomes a Developer

Kyle’s journey started with a challenge. Could someone with zero coding experience build something that traditionally required a development team?

Four months later, he had his answer. Using Cursor, ChatGPT, and Claude, he built a complete assessment platform that identifies students’ weakest areas, emails follow-up practice materials, and provides analytics dashboards for professors. All with no programming background whatsoever.

“This really shows it’s possible to not have any idea what the code itself is saying, but with clear communication and patience, you can accomplish things that would have been impossible just two years ago,” Kyle tells Blake.

This phenomenon has a name: vibe coding. It’s coding without being a coder, using everyday language to generate complex scripts. During the demonstration, Kyle shows how Cursor generates hundreds of lines of Python code based on simple English instructions. You don’t need to understand what those lines mean, you just need to know what you want to accomplish.

Kyle offers a metaphor that reframes the entire relationship with AI. “Picture it like an orchestra and a conductor. You’re the conductor. You are in control. You set the tempo. You set the vision of what you want to achieve. And it’s the orchestra that’s doing all of the hard work.”

“There’s this assumption that AI is going to eliminate a lot of work,” Blake observes. “But what we find in reality is that it shifts the work from doing to reviewing. So that job is not going away, but now we review the output and provide feedback.”

The Script Solution: Privacy and Reliability in One Package

During a live Q&A, one attendee asks the question on everyone’s mind: “When you load the project into Cursor and it shows you the Excel files, does this AI platform not retain that client data? How is this different than uploading the Excel into ChatGPT?”

Kyle’s answer reveals why scripts are game-changing for accounting work. “It does not retain this data because with this process, it created this Python script, which is just Python code. It’s offline. There’s no record of this script.”

Your Excel data never leaves your computer. Instead, AI creates a script—basically a recipe—that runs locally on your machine. Think of it this way: instead of handing your sensitive client data directly to an AI company, you’re asking AI to write you instructions. The AI writes the instructions based on your request, but it never sees your actual data.

Blake highlights another advantage: “When Cursor communicates with AI services like Claude, it does so through APIs that have zero data retention policies. That’s in stark contrast to the chat interfaces most people use.” As he explains, these companies want large enterprises to be comfortable, so API interactions have much stricter privacy protections.

But privacy is only half the equation. Scripts also solve the reliability problem. Blake shares a cautionary tale about a Big Four firm in Australia that had to refund a government contract because its AI-invented citations didn’t exist. “They send an entire report to the government, the government clicks on the links for it, and they don’t exist. It’s disastrous if you don’t actually review the output.”

When another attendee asks about the risk of hallucinations, Kyle explains why scripts are different: “You’re not having an AI model interact with the Excel information. You’re having this step-by-step script that says, ‘do an auto sum of column B.” The script uses Excel’s own functions, it just automates the clicking and typing you’d normally do manually.

This deterministic nature means the same script produces the same result every time. As Blake notes, “We can reuse the script we created, apply it to a new Excel file and get the same expected result without having to check everything over again.”

The Three-Part Formula That Makes It All Work

“Goal. Steps. Output.” With these three words, Kyle unlocks the secret to making AI do exactly what you want.

During the demonstration, he tackles three real-world Excel challenges that every accountant faces. First up: a messy data export with empty rows, headers in row three, 14 different date formats, and inconsistent spacing.

His prompt is elegantly simple:

  • Goal: Clean up this Excel file
  • Steps: Identify any inconsistent formatting. Add basic color and style. Analyze each column to better understand its format
  • Output: A new Excel document

Within moments, Cursor generates hundreds of lines of code. The result is a perfectly formatted table with consistent dates, proper headers, and professional styling. “It looks clean, smooth, with some nice shading,” Kyle observes. “It’s just easier to look at overall.”

When Blake asks whether Cursor can do its own checksum, they quickly add both files and ask Cursor to verify nothing was lost. The response: “All 20 transactions are present. All amounts were correctly processed. The sum of $19,000 is maintained.”

The second demonstration scales up the complexity. Kyle shows a General Ledger detail export with 400 rows spanning every account. Manually organizing this would require hours of filtering and copying. His structured prompt creates a summary tab showing account codes, transaction counts, debits, credits, and net amounts, plus individual tabs for each account’s detailed transactions.

“Instead of going to each account in your accounting system and exporting the GL individually, just export all the accounts together and then run this through,” Kyle suggests. What might take an hour completes in under a minute.

The third example addresses bank reconciliation, comparing statements to GL detail to find discrepancies. No more scrolling row by row. The automation identifies matching items, missing transactions, and differences between the files instantly.

Blake connects the dots for viewers. “I picture our listeners who work with some older ERP systems that don’t have very customizable reporting and who are doing a lot of manual formatting. Now you can automate that recurring task every month or every week.”

Getting Started Is Simpler Than You Think

The transformation begins with two downloads that take five minutes each. First, download Python, then download Cursor. Start with the free tier. Kyle uses the $20 monthly plan for daily use, but the free version is powerful enough to begin.

When you first open Cursor, it will ask you to install some packages like “pandas” for Excel interaction. Kyle recommends, “Click the dropdown button and choose ‘run everything’ so you trust the platform. It’s very reliable, and then anytime it needs a new required package, it automatically downloads that.”

Don’t forget to adjust your privacy settings. In Cursor’s settings menu, scroll to privacy options and select “privacy mode” with “no training data used.” This ensures your work isn’t incorporated into AI training datasets.

The key to success is to start small and be patient. “Try it with some information that is not private at all, maybe one of your own documents,” Kyle suggests. “The more patience I have, the more I follow up on that review step by giving it tiny pieces of feedback, the more it improves over time.”

Blake adds perspective on managing expectations: “When I try new tech, 80% of what I do doesn’t have a payoff, but then the 20% has a huge payoff. So don’t get discouraged if your first few attempts fail.”

For recurring tasks, the payoff compounds quickly. “Private roles always have month-end closing. Public end clients always need amortization and depreciation schedules for their notes,” Kyle notes. Even creating client checklists based on prior year information becomes a candidate for automation.

The Bottom Line: Your Move

The tools are accessible. The knowledge is available. As Kyle demonstrated with live examples, you can go from messy data to polished reports in minutes using nothing more than clear English instructions.

So, will you step away from AI as it advances, or learn one new tool at a time and stay connected to this movement? Because as Kyle reminds us, “It’s not going to go away. It’s just going to become more integrated into everyday work culture.”

To hear these demonstrations in action, listen to the full episode at podcast.earmarkcpe.com/108. Kyle has also offered to help early adopters, so reach out to him at kyle@maxwellcpa.com with questions or to brainstorm how this could apply to your specific work situation.

As Kyle challenges at the session’s close, “Try your first task with it this week and see how it works for you.” The revolution in accounting work is here, waiting for those bold enough to embrace it.

This CPA Firm Grew to $1 Million by Saying No to Most Clients

Earmark Team · January 24, 2026 ·

When Nick Liguori, CPA started his accounting firm at the beginning of 2020, he had modest goals. “I figured if I can add a few more clients and build it up a little bit, that would work fine,” he tells Rachel Dillon, host of Who’s Really the Boss? podcast. “I’d hopefully make enough money to pay the mortgage and make ends meet.”

Five years later, his New Hampshire-based firm, Liguori Accounting, has seven employees and just under $1 million in annual revenue. The transformation didn’t come from working longer hours or taking on every client who walked through the door. Instead, Nick discovered the power of focusing on one specific industry: medical aesthetics and med spas.

From Side Hustle to Specialized Practice

Nick’s path to firm ownership wasn’t typical. After starting his career at a mid-size regional firm and then moving to a smaller practice focused on small businesses, he spent time in industry working for a publicly traded company. During those corporate years, he began taking on tax and bookkeeping clients on the side.

“After a little while of doing that, it got to the point where I couldn’t balance both things anymore,” Nick explains. He made the leap to full-time practice right as 2020 began, just before the pandemic changed everything. In some ways, the timing worked in his favor. “I was setting everything up virtually and remote anyway,” he says. “So COVID-19 obviously forced that on everybody. In some ways I got a little bit of a head start.”

For over a year, Nick worked solo. Then, about two years in, a referral changed everything. A local med spa needed help with outsourced accounting, tax, and advisory work. The fit was perfect.

Discovering the Perfect Niche

“A lot of the med spa owners that we work with are obviously medical professionals. That’s their area of expertise,” Nick explains. “But they’re not necessarily financially minded or that’s not their strength. So we provide a lot of value there, helping them navigate the financial aspect of their business.”

That first med spa client led to referrals, which led to more referrals. The firm got involved with local associations. “That was the first stepping stone into taking it to a much bigger audience—more med spas across the country,” Nick says.

Two years ago, the firm decided to focus exclusively on med spas. It wasn’t easy. “We had an existing client base that were not all med spas,” Nick admits. “So it was a little scary to say, okay, now we’re only going to focus on med spas.”

The transition meant letting go of clients who no longer fit. “We’ve definitely lost a lot of those clients. Some have just churned out naturally and some we’ve let go because they really weren’t a good fit for the services we provide now.” But Nick sees it as progress. “Each year when I look back, we’re a step forward in the right direction.”

Marketing Where Your Clients Already Are

Once the firm committed to the med spa niche, marketing became much more targeted and measurable. “What’s been most successful is getting in the industry spaces where the owners are hanging out,” Nick says.

Conferences became a primary strategy, though the investment felt risky at first. “Getting into it for the first time was a little bit scary because it’s a big investment,” Nick admits. Conference booths typically cost between $3,000 and $5,000, with some running as high as $10,000.

But the returns justified the expense. “We went to one last November and came away with two or three new clients,” Nick reports. “When you think about it from an ROI standpoint, if you’re getting a monthly client for an event that costs you $5,000, it pays for itself.”

Beyond conferences, the firm appears on industry podcasts and webinars targeted at med spa owners. They work with the New Hampshire Association for med spas, which started just a few years ago. “We’ve worked with them from the beginning,” Nick says. “There’s a much lower cost of entry when it’s local.”

The firm now focuses on getting speaking opportunities at conferences rather than just booth space. “That’s where you get the most exposure and probably the best opportunities,” Nick explains. “People can come and go. And depending on where you’re set up in the conference center, you may not get great activity.”

Building Systems That Scale

Specializing in one industry created unexpected operational benefits. “Once you learn a few med spa clients, now you sort of know where the potential issues lie,” Nick says. “It’s probably inventory. Are their sales broken out properly? Is there equipment broken out on the balance sheet? We know where the problems tend to be.”

This predictability transformed their onboarding process. What originally had no timeline became a 60-day process, then shortened to just 30 days. The firm built templates in Keeper (now Double), its practice management software, sends comprehensive checklists to clients, and schedules three strategic meetings throughout the onboarding period.

“We always try to schedule the next meeting before the end of the current meeting,” Nick shares. “So it’s on the calendar. They’ve committed to a time that works in their schedule.”

The firm adopted the Team of Three structure about a year ago. With three bookkeepers, two managers, and Nick as the CFO, everyone has clear responsibilities. “There’s no confusion,” Nick says. “Everyone knows what they’re responsible for.”

Training new team members became easier too. “Once you’ve worked on this client, the next client is going to be very similar,” Nick explains. The firm relies on shadowing and screen recordings for training. As Rachel notes, “When people are limited on capacity or availability, shadowing is always great. We just always try to record.”

The Price of Expertise

Perhaps the most dramatic change has been in pricing. “My original packages were $200 a month for bookkeeping and $500 for CFO support,” Nick recalls. Today, the firm offers three tiers:

  • Bronze (bookkeeping only): $800/month
  • Silver (bookkeeping + quarterly tax planning/CFO): $1,200-1,500/month
  • Gold (bookkeeping + monthly tax planning/CFO): $2,000+/month

Most clients choose the silver tier. “That’s where we have the most interest, especially with med spas, because that tax planning piece is really beneficial,” Nick explains.

The firm also charges substantial onboarding fees: $3,000 for bronze tier, $5,000 for silver or gold. When prospects push back, they might offer to split the fee into two or three payments, but rarely discount.

Higher prices actually improved client quality. “You avoid some of the clients that are just price shopping and really don’t value what you’re doing,” Nick notes. The clients who seek out industry specialists understand they’re paying for expertise.

Lessons from the Journey

Looking back, Nick wishes he’d been more intentional from the start. “I started my firm without a big picture plan in mind,” he admits. “I wish I had set up processes, set up our service offerings at the beginning before starting, rather than trying to figure it out on the fly.”

Pricing confidence took time to develop. “We really didn’t get our pricing to a place that was solid for probably a couple of years,” Nick says. “Knowing the value you provide and being confident as you’re selling—that was a big thing for me.”

The past year has been one of regrouping after team and client transitions. “We’ve put a lot of effort into building the team, getting our processes down really well, and streamlining onboarding,” Nick explains. “We’re doing our best to set ourselves up for that next phase of growth.”

Working with an advisor through Collective by DBA has helped navigate these changes. “Having that sounding board and someone who has seen a lot of different firms at a lot of different stages has given us a really good perspective,” Nick shares. “It’s easy to feel a little bit isolated, especially with these bigger picture decisions.”

The Power of Focus

Nick’s journey demonstrates that specialization doesn’t limit opportunity—it creates it. By focusing exclusively on med spas, his firm can:

  • Market directly to a defined audience with measurable ROI
  • Onboard clients in half the time it used to take
  • Train team members more efficiently
  • Command premium pricing for specialized expertise
  • Better plan capacity

“Having that industry focus makes it a lot easier to say no to the clients that are not ideal,” Nick says. “And a lot easier to identify clients that are going to be a good fit.”

For accounting professionals considering specialization, Nick’s advice echoes what his father taught him in the family conveyor belt business: “Measure twice, cut once.” Think through the decision from multiple angles. Research your chosen niche thoroughly. But once you commit, the benefits compound with each new client you serve.

The firm now limits itself to onboarding just two new clients per month—not because they can’t handle more, but because they know exactly what it takes to deliver exceptional service. That’s the confidence that comes from knowing your niche inside and out.

Want to hear more about Nick’s journey and get detailed insights into building a specialized accounting practice? Listen to the full episode of Who’s Really the Boss?, where Rachel and Nick dive deeper into the specific strategies, challenges, and victories of transitioning from generalist to specialist.


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.

  • « Go to Previous Page
  • Page 1
  • Interim pages omitted …
  • Page 5
  • Page 6
  • Page 7
  • Page 8
  • Page 9
  • Interim pages omitted …
  • Page 59
  • Go to Next Page »

Copyright © 2026 Earmark Inc. ・Log in

  • Help Center
  • Get The App
  • Terms & Conditions
  • Privacy Policy
  • Press Room
  • Contact Us
  • Refund Policy
  • Complaint Resolution Policy
  • About Us