Podcasts

Intuit’s Stockholders Meeting: What Accountants Need to Know

Earmark Team · March 24, 2025 ·

Intuit recently held its annual stockholders meeting. Even if you spend your day working hands-on in QuickBooks, it’s important to understand the bigger picture behind this publicly traded company.

In a recent episode of “The Unofficial QuickBooks Accountants Podcast,” hosts Alicia Katz Pollock and Matthew “Spot” Fulton analyzed the meeting and shared insights that can help accounting professionals plan for changes coming to the QuickBooks ecosystem.

Why This Meeting Matters

Intuit’s fiscal year ends on July 31, which means their annual meeting doesn’t line up with the usual calendar year or fiscal year. At each meeting, Intuit’s CEO, Sasan Goodarzi, and other leaders present the company’s strategy and financial results. Matthew explains he listens to these meetings because it reveals how Intuit’s plans match what accountants are seeing on the ground.

An AI-Focused Vision

Intuit decided in 2018 to become an “AI-driven expert platform.” Goodarzi calls AI the greatest technology shift since electricity and the internet. Whether you agree or not, Intuit is already seeing major results:

8x faster development velocity (roughly 30% quicker feature delivery)
11% fewer direct customer support calls thanks to AI-powered self-service

Intuit also applies AI inside its own operations. Matthew describes it as an “eat your own dog food” strategy: They’re not just releasing AI tools for customers; they’re using the same tools internally to reduce workload and speed up development. For accountants, this means QuickBooks may change more quickly, making it vital to stay informed about new features.

Five Big Bets for Growth

During the meeting, Intuit repeated its “five big bets” for driving innovation:

Revolutionize speed to benefit
Connect people to experts
Unlock smart money decisions
Be the center of small business growth
Disrupt the mid-market

The “connect people to experts” bet includes both Intuit’s own experts and independent accounting professionals. While some accountants worry about QuickBooks Live as competition, Alicia points out that the QuickBooks Live Expert Assist model can allow ProAdvisors to focus on higher-level services while routine questions go elsewhere. In many cases, accountants can also sign clients up for QuickBooks Live and share revenue.

Expanding the Ecosystem: Mailchimp and Credit Karma

Intuit’s acquisitions of Mailchimp and Credit Karma once puzzled some users. Now, the strategy is clear: create a complete platform. A business might start small in QuickBooks, then grow and need Mailchimp for marketing, or use Credit Karma to secure funding. Intuit reported:

22% more customers using both Mailchimp and QuickBooks Online
5x increase in Credit Karma users who finish taxes in TurboTax

This cross-platform synergy is part of Intuit’s plan to keep business owners on their products for every financial need. Meanwhile, the company continues to see massive usage overall:

$2 trillion in invoices managed across the platform
$124 billion in total payment volume
$10.4 trillion in consumer debt visibility via Credit Karma

QuickBooks Online Growth and Payroll

QuickBooks Online’s U.S. customer base grew by 11%, and QuickBooks Online Advanced saw a 28% rise in subscriptions with an 84% retention rate. QuickBooks Online Payroll revenue climbed by 23%, with 18 million workers paid through Intuit’s payroll systems each year.

These numbers highlight Intuit’s growing influence. Matthew believes the trifecta of QuickBooks Online Advanced, QuickBooks Time, and QuickBooks Payroll offers more advanced project tracking, streamlined payroll, and faster reporting. Alicia adds that the new features—like revenue recognition and updated reporting—make QuickBooks Online Advanced more compelling than ever.

New Mid-Market Focus: Intuit Enterprise Suite

To “disrupt the mid-market,” Intuit introduced Intuit Enterprise Suite. They estimate the average revenue per customer (ARPC) at about $20,000 a year—or roughly $1,600 a month. While still in early phases, it could give companies that have outgrown QuickBooks Online Advanced or Enterprise more reasons to stay with Intuit. Additional API features and custom fields may arrive soon, which could benefit app developers and clients with more complex needs.

What About Mint?

A shareholder asked if Mint, Intuit’s personal finance tool, might see a refresh. Goodarzi gave a brief response suggesting no big revival is planned. This indicates Intuit remains focused on other core products, including QuickBooks, TurboTax, Mailchimp, and Credit Karma.

CEO Compensation and Long-Term Vision

About 7% of Goodarzi’s pay is salary, while 93% is in stock options. This structure links his earnings to the company’s success. Alicia sees this as a sign that Intuit’s leaders believe in their long-term strategy enough to connect most of their personal income to stock performance.

What It All Means for Accountants

Despite the rapid pace of AI and big-company acquisitions, Alicia and Matthew see opportunities for accounting professionals who adapt. QuickBooks Live might handle everyday questions, but accountants can build advisory relationships, train clients on best practices, and provide higher-level analysis. As Alicia notes, even though Intuit automates routine tasks, the human element remains vital for nuanced financial guidance.

Stay Informed and Keep Learning

To hear all the details—and pick up more practical tips—check out Episode 78 of the Unofficial QuickBooks Accountants Podcast. You’ll learn:

How Intuit’s “five big bets” connect to real-world QuickBooks features
Deeper insights into QuickBooks Online Advanced
Opportunities in QuickBooks Live Expert Assist
Ways to keep pace with AI and other tech shifts

By understanding Intuit’s direction, you can better guide your clients and spot new ways to grow your business. AI and automation are here to stay, but accountants who use these tools strategically can deliver even greater value.

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!

7 Game-Changing Features in QuickBooks Modern Invoices That Save You Time

Earmark Team · March 21, 2025 ·

For accounting professionals who rely on QuickBooks, the invoice is arguably your most essential tool. QuickBooks’ modern invoice redesign represents one of the most significant overhauls in years, changing how you’ll create, send, and manage client billing.

In a recent episode of The Unofficial QuickBooks Accountants Podcast, hosts Alicia Katz Pollock and Dan DeLong explore these new modern invoices, which have been in development for about a year. Alicia says, “They originally drove us crazy, and now I’ve actually become quite fond of them”—a journey many accountants can relate to when facing significant software changes.

Getting Started with Modern Invoices

If you haven’t switched to modern invoices yet, you’ll need to take that first step manually. When viewing a standard invoice, look for the “Update Layout” button in the upper right corner. Clicking this will convert the invoice to the modern experience.

The new interface might initially seem to take up more screen space (Alicia notes her screenshot size has doubled), but the extra real estate serves a purpose. Let’s explore what’s changed and why it matters to your practice.

Smarter Customer Insights Without Switching Screens

One of the biggest improvements is accessing client information without leaving your invoice. Next to the customer’s name, you’ll find a small Intuit Assist icon that provides valuable context with one click.

“It actually does have contextual information about the customer that’s there,” explains Dan. “So it’s nice to have it all in one place. And you don’t have to navigate and look in the customer section to see those types of insights.”

This panel shows:

Payment history by method (credit card, bank transfer, PayPal)
Number of open invoices
Number of overdue invoices
Customer relationship length

Alicia appreciates this feature: “I’m kind of used to having to have multiple tabs open where one I’m doing my invoicing and in one I’ve got the customers open… now I can see my customer information without having to navigate away.”

You can also edit customer information directly from the invoice screen by clicking the “edit customer” link. This allows you to update addresses and contact details without interrupting your workflow, a significant time saver.

Better Communication Tools for You and Your Clients

The modern invoice includes four different communication fields, each serving a specific purpose:

Customer payment options: Instructions about how to pay that appear on the invoice
Note to customer: General communication that appears on the invoice
Internal customer notes (hidden): Team communications that clients can’t see
Memo on statement: Text that appears only on customer statements

The internal notes feature is especially valuable for team collaboration. As Alicia explains, you can use it to record important details like “Customer got a PITA discount”—information your team needs but clients shouldn’t see.

Sales Tax Management Made Easier

According to Alicia, address management in the modern invoice is “mission critical” for those working in states with complex sales tax rules.

The system now clearly shows whether sales tax is calculated based on your business location or the customer’s location. By toggling the “add shipping info” link, you control which address determines the tax calculation:

When shipping information is collapsed, tax is calculated based on your business location
When shipping information is shown, tax is calculated based on the ship-to-address

“For those of you who are having trouble with sales tax calculating incorrectly, this is your game changer,” emphasizes Alicia. “Pay attention to the bill to, the ship to, and the ship from boxes and make sure that you have the right addresses in the right places.”

Expanded Payment Options and Strategic Fee Management

The modern invoice significantly expands payment options through QuickBooks Payments. Beyond standard credit cards, your clients can now use:

Apple Pay
Bank transfers (ACH/EFT)
PayPal
Venmo

What makes this integration powerful is that all these payment methods work through QuickBooks Payments—no separate PayPal or Venmo business accounts are required. This means all payments are processed with the same automatic recording, fee allocation, and deposit reconciliation that QuickBooks Payments provides.

“All of the automagic things that QuickBooks payments does—like recording the payments, recording the deposits, allocating the fees, making the deposit reconciled in the bank feed—all of those things are done for you,” explains Dan.

Perhaps most interesting is the new option to have customers pay the processing fees. By turning off all standard payment methods, you’ll see a new option labeled “your customer pays the fees.” When selected, this gives clients the option to pay via ACH while covering the associated costs.

Alicia shared a practical application: When clients’ credit cards expired, she sent invoices with the “customer pays fees” option enabled. In her email, she wrote: “You’re welcome to pay this yourself. If you want to save on the fees, give us a call with your new payment information so that we can update our systems. And then you won’t have to pay the fees; we’ll pay the fees.”

The result? Three phone calls with updated card information—problem solved.

Recurring Payments Without PCI Compliance Concerns

The modern invoice also introduces an improved approach to recurring payments that addresses security concerns. Instead of storing client credit card information (which creates potential PCI compliance issues), the system now allows clients to approve automatic future payments while maintaining control of their payment details.

“This is really replacing scheduled sales receipts,” explains Alicia. “Now you can make a recurring invoice, and the customer approves it to auto pay it in the future. So it’s kind of the best of both worlds.”

Dan adds that the system “automatically checks the auto-pay functionality so that they don’t have to find it. You don’t have to tell them where it is. It’s just preselecting that option.”

Customizing Your Invoice Experience

Nearly all customization options for the modern invoice are found in the Manage panel and can be accessed via the gear icon at the top right. These settings allow you to control what appears on your invoice without changing default settings for all clients.

Through this panel, you can:

Turn specific fields on or off (shipping information, service date, SKU column)
Manage custom fields
Configure payment options and tips functionality
Add discounts (percentage or dollar amount)
Control whether discounts apply before or after sales tax
Set up recurring invoices or payments
Access client reports directly from the invoice

For those who want to see exactly what clients experience, three view options are available after selecting the “modern” template:

Email View: How the email appears in a client’s inbox
Payer View: What clients see in the payment portal
PDF View: How the invoice looks when printed

“Rather than sending a CC or BCC to yourself to see what the customer sees, it’s nice to see it all in one place,” notes Dan.

Current Limitations and Future Development

While the modern invoice offers many improvements, some limitations exist in the current version:

Design customization is limited to colors and fonts when using the modern template. To access all the modern features, you must use the standard modern layout rather than your custom templates. Intuit has indicated enhanced customization is on their roadmap.

Reminders cannot be set on an invoice-by-invoice basis yet. Both hosts expressed a strong desire for this feature: “Intuit, if you’re listening, we desperately want reminders to be set up on an invoice by invoice basis. Desperately.”

The Intuit Assist autofill feature is still in beta. This feature aims to create invoices automatically from files, images, or text, but accuracy varies, especially with line items. The hosts encourage users to try it despite limitations, as user feedback will help improve it.

Why These Changes Matter for Your Practice

These invoice improvements represent more than just interface changes—they’re part of a complete rewrite of QuickBooks Online’s underlying code.

“One of the things that’s really happening is they’re actually rewriting the entire code base underpinning all of QuickBooks Online because it originally started back almost 20 years ago,” explains Alicia. “The code that it was written on 20 years ago was modern back then. But things have changed on the programming side.”

This approach sometimes requires what Dan calls a “take a step back to move forward type of thing,” where short-term limitations enable long-term improvements. “They’re basically recreating the foundation so that new and cool features can actually take place,” he notes.

For accounting professionals, these changes deliver practical benefits:

Time savings from not switching between screens
Improved client experience with flexible payment options
Better security compliance through modern payment handling
Real-time visibility into invoice status, from creation through payment
Strategic tools for managing fees and client relationships

Most importantly, Intuit is actively seeking feedback. A prominent feedback link appears on each invoice, providing a direct channel to the development team.

“If you have a good idea, please go up to feedback and flood that feedback and let them know what you want to change,” encourages Alicia. “They are actively listening.”

Dan confirms: “Now they can act on the flood of feedback that has been coming in. They’ve been taking care of some of the more mission-critical issues. Now they’ll be able to further enhance this experience.”

Next Steps: Making the Most of Modern Invoices

To maximize the benefits of these changes, consider these practical steps:

Explore the Manage panel thoroughly to understand all available customization options
Try the Intuit Assist features even while in beta
Review your sales tax settings in light of the new address field controls
Use the view options to understand your clients’ experience
Provide feedback to help shape future development

By mastering these new capabilities, you can transform what might initially seem like disruptive changes into meaningful practice advantages—delivering better client experiences while saving valuable time.

For a comprehensive demonstration of all these features, listen to Episode 80 of The Unofficial QuickBooks Accountants Podcast, “Everything You Need to Know About Modern Invoices.”

The Fun CPA Shares How to Work No More Than 40 Hours In Tax Season

Earmark Team · March 3, 2025 ·

For many accountants, working just 40 hours a week during tax season sounds like a fantasy.Tax pros often work 60+ hours for months straight, wearing those long hours as a “badge of honor” in a profession that glorifies the grind.

Yuri Kapilovich, known as “The Fun CPA,” has rejected that model entirely. He’s built a practice where he works just 40 hours during tax season and just 10-15 hours per week the rest of the year. His firm generates roughly $225,000–$250,000 annually, giving him time for family, fitness, and hosting memorable networking events.

Earn CPE for this episode: You can earn Continuing Professional Education credit by listening to the podcast and then taking a brief quiz in the Earmark app.

Escaping the Public Accounting Treadmill

After 12 years and seven different firms, Yuri kept encountering the same frustrating culture: pressure to bill more hours, looking busy for appearance’s sake, and efficiency being punished.

“I would look at these partners who are in the office more than I am. I’m leaving and they’re still there,” he recalls. “They have a boss, just like I have a boss. If I can make $800,000 and work 10 to 2, I would have stayed. But you can’t.”

Yuri decided to break free by purchasing a small block of clients from a friend. That deal unexpectedly fell apart, but he decided to move forward anyway. He contracted part-time with two CPA firms, working two or three days a week while gradually building his client base. This bridge approach kept his income steady and let him say “no” to prospective clients who weren’t a good fit.

The Economics of Premium Pricing

The foundation of Yuri’s business model is simple but powerful: charge more, serve fewer clients, and provide exceptional value. He started with a minimum fee of $800 and now won’t take on any tax-only client for less than $2,000.

Yuri emphasizes that working fewer hours doesn’t mean delivering less value. It’s about charging enough to serve clients well without drowning in low-fee work. He explains the difference between accepting hundreds of returns at $300–$500 each—earning decent revenue but shouldering an avalanche of busywork—and serving fewer clients at a much higher minimum fee.

Here’s how the math works when comparing traditional high-volume practices to his approach:

Traditional Model:

300 clients at $500 per return = $150,000 revenue
At least 1 hour per client (realistically more with admin, communication, etc.)
300 hours over just 8 weeks (Feb 15 – Apr 15) = 37.5 hours weekly at a minimum
Reality: Information arrives late, questions pile up, schedule compresses
Result: 60+ hour weeks, constant administrative chaos

Yuri’s Model:

100 clients at $2,000+ per return = $200,000+ revenue
Higher-value clients with more complex needs
Work spread more evenly, better boundaries
Result: 40-hour weeks max, even during tax season

That doesn’t simply triple his revenue per client—it dramatically changes his day-to-day life. He feels in control of his workload, and his clients benefit from more personalized attention.

The most surprising discovery? Yuri says, “As the price went up and as you’re dealing with somebody who’s seeing your value, you know what goes down? The number of questions, the number of bothers.”

Service Packages That Create Value for Both Sides

Beyond standalone tax returns, Yuri offers:

Quarterly Package: Starting at $1,500 per quarter ($6,000 annually)

Tax preparation for business and personal returns
Proactive tax strategy discussions
Quarterly planning meetings (approximately one hour each). Having this regular touchpoint helps avoid unpleasant surprises in April.

Monthly Package: The “full service” option

Everything in the quarterly package
Bookkeeping (outsourced locally in Brooklyn)
He still maintains a quarterly meeting schedule rather than monthly. This structure keeps everyone on track but prevents excessive demands on his time.

Life by Design: What Freedom Looks Like

In large firms, partners can earn very high incomes—sometimes $800,000 or more a year. But from Yuri’s perspective, those partners often trade away family time, mental health, and control of their schedules to hit those numbers. Many are still at their desks long after younger staff have gone home.

Yuri has optimized his practice to support his priorities:

family time with his two young children (ages 2 and 6),
fitness, and
enjoying life.

His summer schedule is particularly enviable. “My friends make fun of me, and it’s partially true—I don’t really work. Especially in the summertime, it’s like 2 to 3 hours a day at most. And we can do it from anywhere.”

He’s accessible to clients (they can text him directly), but because he’s selective about who he works with, this accessibility doesn’t become overwhelming. He even occasionally takes client calls while at the gym.

Yuri also hosts creative networking events to bring business owners together. When asked what he gets from these events, he answers simply: “I have no goal. I literally am here to put these people together so they can interact and do business together.”

Breaking Free: Advice for Building Your Practice

If you’re considering a similar path, Yuri offers these tips:

Start with Contract Work
“My advice to anybody looking to go out on their own—try to find a contracting gig. Those 2 to 3 days will keep the lights on while you build your firm the way you want to with the other 2 or 3 days.”

Start with Higher Fees Than You Think

“If you’ve already built a firm with a lot of volume but want to get to the value aspect, it is extremely difficult to just all of a sudden say, ‘By the way, I know I was charging you $500, it’s $1,000 now.’ Not only will you lose the client, but you’ll lose reputation and street cred.”

Be Ruthlessly Selective About Clients
“Here’s how the conversation typically goes with a prospect looking for cheaper returns: ‘Hey, are you taking on clients like me?’ And I’ll say, ‘Are you a business owner?’ And they’ll say, ‘No, I have a W-2 only.’ I’m like, ‘I’m happy to work with you W-2 only. My minimum fee is $2,000.’ Then I stop talking.”

Create a Memorable Brand

Whether intentional or not, having something that makes you stand out helps attract the right clients and sets expectations about your approach to accounting.

Building the “Fun CPA” Brand

Establishing a personal brand was a key part of Yuri’s strategy. His Instagram handle and hashtag—#thefunCPA—emerged almost by accident. But it quickly set him apart in an industry that often feels stiff. He showed up at events with “Fun CPA” banners, printed T-shirts, and a big smile, which made people do a double take.

Yuri also hosts networking events that don’t feel anything like typical “mixers.” He might invite business owners on a boat outing or to a local hangar party where private jets are on display. His main purpose is to connect people and let them create business opportunities together. If they want to talk taxes or accounting, they’ll ask.

Rethinking Success in Accounting

The accounting profession often measures success by top-line revenue and billable hours—metrics Yuri calls “trash” and “imaginary.”

“I think as a profession we need to refocus. And especially if we want to fix this pipeline problem, the way we do that is by focusing on the people—your number one asset,” he says. “When you neglect that and just grind them for billable hours that mean absolutely nothing, it is of no surprise to me that people are leaving.”

Yuri’s model shows that building a profitable, sustainable practice that prioritizes accountant and client well-being is possible. By serving the right clients at the right price, you can transform accounting from a seasonal grind into a genuinely rewarding career—one with time for birthday celebrations, family dinners, and maybe even the occasional boat day.

Want more details? Listen to the full Earmark Podcast episode with Yuri Kapilovich, and don’t forget you can earn CPE credit by downloading the Earmark app and taking a quick quiz after you listen.

Design Better Habits, Build a Better Accounting Firm

Earmark Team · February 25, 2025 ·

When Rachel Dillon began her 4:30 a.m. workouts in January 2010, she only knew she needed a routine that fit her teaching schedule. She had no idea this personal commitment would eventually shape how she and her husband, Marcus Dillon, run their accounting firm, Dillon Business Advisors. Years later, they discovered that the same habits guiding their health journey could also help them overhaul their business.

Starting from Excess and Finding Focus

In 2016, Rachel and Marcus merged their firm with a mentor’s practice. This left them juggling more clients than they could serve effectively. At the same time, they were both working with a nutrition coach to improve their health. Seeing how steady, daily actions led to personal change, they realized these principles could solve their firm’s overload problem.

The final puzzle pieces came together when the Dillons read James Clear’s Atomic Habits. They recognized they’d already been applying many of his ideas to their personal lives and their accounting practice. This sparked an intentional approach to three principles that continue to guide their growth today.

1. Make It Obvious and Easy

A big lesson from Atomic Habits is turning good intentions into obvious, easy actions. The Dillons did this by scheduling important firm tasks at the start of each year. They get quarterly client meetings, team scorecards, and even vacation windows on the calendar long before anything else can crowd them out.

Rachel explains, “What gets measured, gets managed, and what gets scheduled is more likely to happen.”

Going on a family vacation during spring break is nearly unheard of in accounting firms as it often falls right in the middle of the March 15th and April 15th tax deadlines. But the Dillons started blocking off spring break in small steps. At first, it was just a few days, but then they eventually built up to the entire week. This helped them balance busy season deadlines with time for family. Over time, team members also learned that when tasks and priorities are clearly laid out, everyone stays accountable.

2. Environment Design

Environment design means shaping spaces and systems so the right behaviors become natural. When Rachel and Marcus wanted more flexibility for their team, they began transitioning to remote work. Before going fully remote, they tested digital tools like Microsoft Teams so people became comfortable collaborating online. They also invested in proper desks, monitors, and other equipment rather than letting everyone rely on a single laptop at the dining room table.

According to Marcus, “If someone stayed on one small laptop for five years, they wouldn’t be as effective. Actually spending money on environmental design was a good call.” By building a flexible, remote-first culture, they kept talented staff who valued autonomy. They also served clients more effectively because team members had the right setups to do their work.

3. Identity-Based Habits

Finally, the Dillons aligned their daily actions with the values and identity they wanted for their firm. Marcus and Rachel emphasize transparency, so they share their objectives early—even when they’re unsure how plans will unfold. For example, they’ve begun exploring possible firm acquisitions to grow beyond the standard one-client-at-a-time model. They keep their team in the loop even before potential deals become certain.

“Transparent leaders do this,” says Rachel. Their team appreciates being trusted with big-picture thinking and offers ideas for making acquisitions smoother. Marcus adds that their firm’s vision and values mirror their personal ones, so it feels natural rather than forced. When beliefs, words, and actions match, big changes tend to stick.

Personal Habits Fuel Professional Results

The Dillons’ story shows that lasting change often starts with personal commitments. By applying principles of habit formation to their firm—making tasks obvious, designing supportive environments, and acting consistently with their values—they’ve built an organization that embraces growth year-round.

To learn more about how Rachel and Marcus continue to evolve their firm and stay true to their values, listen to the full episode of the “Who’s Really the Boss” podcast. You can also visit Collective.cpa for more resources to help you design a modern accounting practice.

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.

Building Sustainable Accountability: How to Maintain Momentum Year-Round

Earmark Team · February 24, 2025 ·

Every January, millions of people set out to transform their habits, only to find themselves struggling by mid-month. In fact, the second Friday of January is known as “Quitters Day,” when many throw in the towel on their New Year’s resolutions. For accounting professionals, the challenges compound: a 2024 Forbes study reports that 50% of resolution-makers quit by March—precisely when tax season intensity is at its peak.

In a recent episode of the Who’s Really the BOSS? podcast, Rachel and Marcus Dillon of Dillon Business Advisors (DBA) acknowledge these hurdles but also share practical ways to overcome them. As accounting firm owners, they see firsthand how easy it is for accounting professionals to abandon both personal and professional goals amid looming deadlines and long work hours. Yet the Dillons have developed reliable strategies—grounded in accountability and careful planning—that can keep momentum strong year-round.

The Unique Pressure on CPA Firm Owners

While most people struggle to sustain enthusiasm after the holidays, accounting firm owners have a double challenge. January’s fresh start quickly collides with ramping up for busy season, and by the end of March, many people’s goals have fallen by the wayside. After April 15th, it’s tempting to celebrate the season’s end or simply recover, making it even harder to pick up abandoned routines.

“I just do not like January at all,” admits Marcus. “A lot of us grew up in accounting—we dread January and starting the year new.” When you start with a clean P&L and the celebration of last year’s successes ends, accountants often feel they’re starting from scratch. Layer on the time crunch of tax deadlines, and it’s easy to see why many resolutions vanish by March.

Rachel adds, “You think ‘I just need to get through the next few weeks or this deadline,’ and really, you just let everything from January and February go.” Instead of waiting for post-deadline recovery to refocus, the Dillons recommend building accountability systems that prevent goals from slipping in the first place.

Goals for 2025: Firm Growth and Beyond

The Dillons prefer the concept of measurable goals over open-ended resolutions. DBA heads into 2025 with clear objectives:

Organic growth. DBA plans to add 15 new monthly recurring clients in 2025. With a price point for each client at $2,000 or more per month, this goal translates to adding $30,000 in new monthly recurring revenue by year’s end. To manage quality control, DBA limits each “pod” to two new client onboardings per month.
Potential firm acquisition. Beyond organic growth, the Dillons are open to non-organic expansion through the right acquisition. This approach provides additional career advancement opportunities for existing team members.
Technology & process improvements. Newly hired Director of Technology, Angel Sabino, will evaluate DBA’s IT systems and relationships to ensure they can support future growth. The team plans to expand its use of Keeper for client workflows and more automation in their onboarding process. They also plan to eliminate software they’re not fully testing or utilizing to free up room in the budget and focus on enhancing core platforms.
Team development. Client Service Managers meet monthly to share best practices, while Controllers hold their own dedicated development sessions. This ensures training and collaboration throughout the year. New and existing SMEs (Payroll, Tax, QBO) serve as go-to resources for the rest of the team. DBA plans to hire additional staff, including a Controller and a new Client Service Manager Assistant through TOA Global.

“Even though goals like these can feel daunting, we break them down,” Marcus explains. “We track them month by month, adding them to our weekly meeting agendas and quarterly reviews. That way, no one person is carrying the full burden, and we can re-evaluate often.”

Personal Accountability: Small Steps, Big Payoffs

Both Rachel and Marcus rely on personal accountability to stay on track.

Fifteen years ago, Rachel began a morning weightlifting habit and hasn’t stopped. In 2024, she hit 302 workouts—exceeding her personal target of 300—by tracking each session in a free app. Visibility of her progress, especially late in the year, motivated her to stick with the plan.

“I track everything so I can see how far I’ve come,” Rachel explains. “When we traveled to New York, I still got up early because I knew I had a goal I wanted to meet.”

Marcus uses a structured approach spanning faith, marriage, health, and more. “I assign a measurable goal or metric to each category—did I do it or not?” he says. That clarity helps him refocus on days he would rather skip workouts or other commitments.

“Sometimes I literally break a workout into percentage points. If I’m halfway done, that’s 50%, and I tell myself I’m not going to quit at 50%. Same when I’m at 75%. It keeps me motivated.”

Accountability Strategies to Withstand Tax Season

How do you maintain progress toward goals when you’re knee-deep in client work? The Dillons recommend three main strategies:

Break it down. Make goals specific and measurable, then divide them into weekly or daily steps. Whether it’s limiting client onboarding each month or aiming for 20-minute workouts, smaller tasks are more achievable.

Keep it visible. DBA incorporates goals into weekly meeting agendas, ensuring they’re never “out of sight, out of mind.” Similarly, Rachel’s app and Marcus’s weekly check-ins with his accountability partner keep them aware of their personal targets.

Stay flexible. Life happens—especially during busy season. The Dillons suggest building in reassessment milestones (e.g., a mid-year retreat in May or June) to pivot if goals no longer make sense. Instead of abandoning them, adjust and realign.

Looking Ahead: The Collective by DBA Event

For accountants seeking deeper connections and guidance, the Dillons’ peer community, Collective by DBA, is hosting an in-person event on May 5th–6th in The Woodlands, Texas (with a third-day session on May 7th for forum members and one-on-one advisory clients).

Registration opens on January 28th, and only 50 seats are available. The retreat provides an opportunity to fine-tune your firm’s processes, swap insights with other leaders, and solidify your goals for the rest of the year.

“If it’s anything like our event last May, it’ll fill up fast,” Marcus says. “We’re building an agenda that dives into topics like firm growth, technology, and team structure—all the areas we’re working on ourselves.”

Maintaining Momentum Beyond January

While most resolutions taper off by March, the Dillons prove that real progress can happen any time of year—with the right structure. By breaking down targets, checking in frequently, and involving others, firm owners can continue working toward their goals well past busy season. Whether you’re building better habits in your personal life, scaling your firm, or both, the key is accountability—layered at the individual, team, and organizational levels.

Ready to learn more? Tune in to the Who’s Really the BOSS? podcast for the Dillons’ full conversation on goals and accountability, and consider joining them in May at Collective by DBA’s in-person event. Even in the throes of tax season, sustainable, measurable goals are possible when you have a plan—and a team—to keep you on track.