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Blake Oliver

From Homeless to $20 Billion Deals: An Accountant’s Journey Through Automation

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Fifteen years ago, Devon Coombs was sleeping in his car. Skip ahead, and he’s helping negotiate $20 billion AI deals at Google Cloud. His story isn’t just another rags-to-riches tale—it’s a preview of accounting’s future.

I interviewed Devon on the Earmark Podcast, and what struck me wasn’t his remarkable turnaround. It was his pattern recognition. Devon lived through technology’s destruction of the music industry. Now he’s watching the same forces reshape accounting. The difference? This time, he’s riding the wave instead of getting crushed.

The Recording Studio That Technology Killed

At 18, Devon owned Antipop Records in North Hollywood. He’d grown up in foster care. His mother died when he was 15, and he never met his father. But he had talent and a passion for music, so he did what passionate people do: invested everything in professional recording equipment.

Then Logic Pro happened.

“My rates went from $50-100 an hour to competing with guys charging ten bucks,” Devon told me. “Musicians could record in their kitchen and get 90% of my quality.”

The 2007 recession started the bleeding. Technology finished it. Devon’s $100,000 studio became worthless overnight. He ended up homeless, sleeping in his car, trying to figure out what went wrong.

Here’s what he learned: Technology doesn’t destroy industries. It destroys intermediaries. Musicians who could compose, produce, and distribute music thrived with infinite digital instruments at their fingertips. Recording engineers and session musicians who only executed other people’s visions? They became extinct.

The Community College Revelation

While living in his car, Devon started taking business classes at Pierce College, a community college in the San Fernando Valley. He planned to become a music attorney. But accounting grabbed him instead.

“I was surprised by how much I liked doing the work,” he says. The profession also offered something Devon had never experienced: predictable career progression and financial security.

His first internship taught him an unexpected lesson. The CPA who hired him was successful despite being disorganized and barely keeping clients happy. “If this guy could make bank being this scattered,” Devon thought, “imagine what I could do if I actually tried.”

1,000 Cold Calls and One Big Bet

At Deloitte, first-year associates reconcile bank statements. Devon had other plans. He made 1,000 cold calls and emails to controllers across Los Angeles.

His pitch was brilliant in its honesty: “I’m new at Deloitte. I want to learn. Give me your time, and I promise you’ll get more attention from me than from any partner here.”

It worked. He landed GoGuardian as a client—one of the first ASC 606 implementations in the country. The partner told him it would never work. Nobody wins clients as a first-year associate.

Deloitte gave Devon a $100 bonus for bringing in a $100,000 client. That’s when he knew the Big Four model wasn’t for him. When Effectus Group offered to double his salary plus commission, he jumped.

Becoming the 606 Expert

ASC 606 was rolling out, and nobody understood it. The guidance ran thousands of pages. Most accountants waited for CPE courses to explain it.

Devon printed every page.

“I’d read 30 pages every night, then figure out how to apply it,” he explained. In two years, he completed over ten implementations across industries—software companies, call centers, and even nonprofits.

Six months into his new job, he won Automation Anywhere as a client. A multibillion-dollar unicorn choosing a boutique firm over the Big Four. Why? Because Devon knew 606 better than anyone.

“Put in six months of deep work on any technical topic,” he told me, “and you’ll blow everyone else out of the water.”

The AI Orchestrator Revolution

Today, at Google Cloud, Devon helps negotiate billion-dollar AI deals. But here’s what matters: He’s not just selling AI. He’s living the future of professional services.

“Agentic workflows,” he calls them. AI bots handle routine tasks while humans orchestrate the work. “You’ll have bots calling companies, and no one will know they’re bots. All those little tasks in between? Just bots talking to each other.”

It’s the music industry all over again. Technology eliminates executors and elevates orchestrators. The accountants who only know how to follow procedures? They’re the session musicians of the 2010s. The ones who can design systems, manage AI workflows, and apply judgment? They’re the producers.

Devon is now leaving Google for PCG (Principal Consulting Group), where he’ll build a practice around this orchestrator model. His goal: “better quality work with higher judgment applied with all my expertise and one-tenth the cost.”

Your Window Is Closing

Recording studios were given years of warning, but they ignored it. By the time musicians started canceling sessions, the game was over.

Accounting firms today are experiencing the same warning signs: clients questioning fees, staff leaving for tech companies, and AI tools handling basic bookkeeping. The script is playing out again.

But unlike Devon’s recording studio, we can see it coming. We can choose to be orchestrators instead of executors. We can build practices around AI enhancement instead of human grinding.

The transformation isn’t some distant future. Devon’s already building it. He’s creating an entirely new service model where CPAs orchestrate AI agents to deliver superior results at a fraction of traditional costs.

“The AI movement is our chance to add real value,” Devon insists. “But only if we lean in now.”

Listen to the full episode to understand how to position yourself for this shift. Because Devon’s journey proves one thing: Those who embrace disruption don’t just survive. They discover possibilities they never imagined existed.

The question isn’t whether AI will transform accounting. It’s whether you’ll be the orchestrator or become obsolete. Devon made his choice. What’s yours?

Avalara Tax Research: The Answer to Your Clients’ Toughest Sales Tax Questions

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“Is this service taxable?” It’s a seemingly simple client question that can send accountants down a rabbit hole of research, often leading to uncertain Google searches and hours navigating complex state websites.

“Google’s great for some things, but when it comes to figuring out the taxability of products, it is lacking,” explains Blake Oliver in a recent Earmark Expo webinar. “As anyone who has worked with sales tax questions knows, the answers are different by state and by local jurisdiction. It’s a giant mess.”

Sales tax isn’t something most CPAs learn in school, making these questions particularly challenging. Many accountants refer clients to specialists when they can’t find reliable answers quickly enough.

In the webinar, Luke Marlatt from Avalara demonstrated how their Tax Research tool helps accountants tackle these challenges confidently. Let’s explore what makes this solution work and how it could benefit your practice.

How Avalara Gathers and Organizes Tax Information

Behind Avalara’s platform is an impressive research operation that transforms chaotic multi-jurisdictional tax laws into accessible, actionable information.

“We employ a gigantic team of researchers who spend all day, every day going to find information,” Marlatt explains. “We’re scrubbing over 27,000 web pages every single day. That’s not just some poor intern in the basement clicking on web pages; they have web crawlers and all this kind of cool technology.”

What sets Avalara apart is what happens after data collection. Real human experts verify every piece of information, translate complex tax code into plain language, and track changes down to case law and local regulations.

The team’s commitment goes beyond passive monitoring. When necessary, they actively chase down information through direct outreach to tax authorities. Marlatt shared how one colleague spent 2.5 hours on the phone with tax authorities in Jackson, Wyoming, to confirm a customer’s tax rate question.

This thorough approach has earned such credibility that Colorado, Missouri, and the Alaska Municipal League actually use Avalara’s data to power their own public-facing websites. 

Key Features That Make Research Easier

The webinar demonstration highlighted several standout features designed to make sales tax research more efficient and user-friendly:

Simplified Nexus Determination

Rather than forcing users to interpret complex legal language, Avalara converts nexus requirements into straightforward yes/no questions.

“Instead of reading through the law trying to figure out what they mean—which in Washington, you’d have to read through five totally different parts of the revenue code—we just turn them into yes/no questions,” Marlatt explains.

This makes it easy to interview clients who might not understand tax terminology but can answer simple questions about their business activities.

Multi-State Comparison

With a single click of the “compare” button, users can apply a tax question across all states simultaneously, eliminating the need to research each jurisdiction individually.

“You hit the compare button and literally have your answer in every single state in the country,” Marlatt demonstrates. “Then you can hit this export button to dump it into Excel and start a workbook for a Nexus study.”

Customizable Tax Matrices

The Tax Matrix feature allows you to create customized, multi-state, multi-product matrices showing tax liability across different jurisdictions. You can save these matrices in the system and they’ll update automatically whenever relevant tax laws change.

“If you provide a tax matrix to your client, they’re going to want it updated. And traditionally that’s a difficult thing,” Marlatt explains. With Avalara, “The only thing you need to do is log in and hit the export button. And you’ve now got an updated tax matrix for your client.”

This creates an opportunity for subscription-based services, as Leary pointed out during the webinar: “And you build a quarterly tax research update into your fees.”

Precise Rate Lookups

The platform includes rooftop-level tax rate lookups, allowing users to find exact rates for specific addresses. The system shows the breakdown of rates by jurisdiction, essential for places like California where returns require this detail.

An interactive map displays the exact boundaries of taxing jurisdictions, making it easier to visualize where different rates apply.

Change Tracking and Updates

Users can toggle on a “highlight changes” feature that visually marks modified content with color indicators. This helps accountants quickly identify what’s changed since their last review.

The customizable email update system notifies you about tax changes daily, weekly, or monthly, filtered by content areas and specific states. These updates provide both an overview and detailed information about specific changes.

Marlatt shared how this helps catch significant changes: “The state of Kentucky defines SaaS as a service—they changed their law at the beginning of 2023. Because of that service law change, SaaS is now taxable in Kentucky as well.”

Expert Research Assistance

When questions arise that users can’t resolve through self-service research, the “Contact a Tax Expert” function connects them with Avalara’s team of expert researchers (mostly attorneys).

“Ninety four percent of the time, we beat our 24-hour mark and 71% of the time we actually beat the hour mark,” Marlatt notes regarding their response times. Last year, the team answered approximately 8,900 questions.

Avalara Tax Research also saves previous Q&A exchanges in a searchable repository, allowing users to benefit from questions other customers have asked.

Accessible for Firms of All Sizes

While these capabilities might seem designed for large firms, Avalara Tax Research serves accounting practices of all sizes.

“We have all the big four and most of the really big firms across the country using our tax research. We have mom and pop shops,” explains Marlatt. “Most of the demos I do are for single person operations with two or three people in a firm.”

For firms concerned about audit protection, Avalara offers an audit information guarantee. While they don’t provide direct tax advice or audit defense (leaving that advisory role to accounting partners), they stand behind their information’s accuracy.

“We will back up our information under audit directly with that auditor,” Marlatt explains. “We will go and defend that information with the auditor. We say, ‘Here’s all our research. Here’s how we got from A to B.'”

The platform also includes training resources to help firms maximize their return on investment. “There’s a team of trainers that make sure you get the most out of this tool,” Marlatt notes.

Adding a Valuable Service to Your Practice

Avalara Tax Research helps transform a persistent challenge into a strategic advantage. By providing authoritative answers to sales tax questions, firms can build service offerings around tax compliance while delivering more value to clients.

When clients receive clear, authoritative answers instead of tentative responses or referrals to specialists, it strengthens their trust in your firm. When you can proactively alert them to regulatory changes before they become compliance issues, you position yourself as a true advisor.

For practitioners who want to see these capabilities in action, watch the on-demand webinar. Tax complexity continues to increase, and having reliable resources to navigate this landscape is essential for serving clients effectively.

How Growing Businesses Can Automate and Protect Payments

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For finance teams, finding the right bill pay solution can feel like Goldilocks searching for the perfect porridge—many options are either too basic for complex operations or too sophisticated and expensive for mid-market needs. 

At a recent Earmark Expo webinar, hosts Blake Oliver and David Leary invited Omri Mor from Routable to demonstrate how their platform fills this critical gap in the accounts payable market.

“Either the bill pay app is too big for your client, or it’s too small for your client. Sometimes it’s just never the right size,” explained David when introducing the session. “That’s the struggle we have as accountants—getting the right bill pay app for clients.”

When It’s Time to Graduate from Basic Bill Pay

Routable positions itself as the logical next step for businesses that have outgrown basic bill pay solutions but aren’t ready for complex enterprise systems. According to Omri, the platform serves businesses processing anywhere from 100 to over 100,000 payments per month.

“We typically recommend considering a graduation from Bill.com at about 100 to 250 bill payments per month,”  explained. He outlined seven indications that it’s time to upgrade:

  1. Transaction volume exceeding 100 monthly payments
  2. Need for better ERP synchronization (Routable boasts a 99.8% sync success rate)
  3. Multi-entity support requirements (from 2 to 85+ entities)
  4. Complex approval rules based on different business dimensions
  5. Delegation requirements across growing finance teams
  6. Subsidiary management complexity
  7. Improved data integrity needs

Perhaps most importantly, Routable doesn’t require businesses to replace their existing accounting systems. As David highlighted during the demo, “If you’re on QuickBooks or Xero, that’s your GL, and you grow to a point, you can just add on Routable. You don’t have to go get a whole new ERP and replace your whole system.”

Powerful Features That Grow With Your Business

The demonstration showcased several standout features that address common pain points for growing businesses:

Seamless Vendor Management

Routable offers a branded vendor portal that doesn’t confuse vendors with third-party interfaces. “We don’t want to hijack your vendor. We don’t want to market to your vendor. We don’t want to confuse your vendor,” Omri emphasized.

The custom-branded portal allows vendors to self-onboard by providing contact information, completing tax forms electronically, and securely connecting bank accounts. The platform also includes built-in 1099 management, eliminating the need for separate tax filing software.

Deep ERP Integration

One of Routable’s most impressive capabilities is its real-time integration with accounting systems such as Oracle NetSuite and Sage Intacct. The platform automatically pulls all fields from your ERP—including custom fields—without additional setup.

“Let’s say you remove class, we’ll remove class. Let’s say you add a new field called ‘David’s favorite ice cream.’ we load ‘David’s favorite ice cream,'” Omri explained. This adaptability ensures the system always reflects your current accounting structure.

Flexible Approval Workflows

The platform allows highly customized, multi-level approval rules based on any field in your ERP system. You can nest rules within other rules for maximum flexibility, and approvers can respond directly via email without logging in.

“Choose your own adventure. It’s one of the most important things we’ve found in accounting and finance,” Omri noted.

Advanced Purchase Order Matching

For inventory-backed businesses, Routable offers sophisticated two-way and three-way matching capabilities. The system supports up to three million SKUs and can process thousands of invoices with detailed line items within seconds.

“This process would take 25 to 30 minutes for a human to do. We’re doing this within split seconds, and we’re coding it for you,” Omri highlighted.

Fighting Fraud with AI

Perhaps the most forward-thinking aspect of Routable’s platform is its upcoming AI-powered fraud detection system. This feature addresses a critical problem: mid-market companies lose an average of $280,000 annually to invoice fraud.

“Not only is faking invoices and receipts here, but faking phone calls is here,” Omri explained. “I can build an agent that sounds exactly like a human today and confirm [incorrect banking details]. So our old methods are not enough… we want to fight AI with AI.”

The system automatically flags suspicious elements in invoices, paired with confidence scoring, including:

  • Modified text in vendor names, dates, and amounts
  • Address changes from previous invoices
  • Duplicate invoice numbers
  • New or changed bank account details
  • Mismatches between stated banks and routing numbers

Omri shared a real-world example where Routable helped prevent a sophisticated $1 million fraud attempt: “Our customer said, ‘Hey, we think this is fake.’ We said, ‘You’re confirmed. Here’s the 17 things that were doctored on this invoice.'”

Simplified Pricing for Growing Teams

Unlike many software solutions that use per-seat pricing models, Routable offers unlimited users with pricing based on payment volume. The platform starts at $599 per month and scales based on throughput rather than user count.

“Typically, you give two to five people access to your bank, and you give maybe five or seven people access to your ERP, but your operations team might need access to ‘did this get paid?'” Omri explained. “There’s essentially an onion: finance, then fin-ops, then ops, then maybe customer success.”

This approach allows businesses to distribute access across departments without additional costs, fostering collaboration between finance and operational teams.

A Strategic Investment in Financial Operations

For finance leaders and accounting professionals, Routable is more than just a bill pay solution; it’s a strategic investment that transforms accounts payable from a transaction-processing burden into a business advantage.

Blake summarized, “The way you’ve built the sync to the ERP system or QuickBooks is so rock solid. Being able to pull everything in… it’s a dream as an accountant.”

When considering the return on investment, Omri offered a compelling perspective: “I’ve never met a CFO or director of accounting, or a head of a CPA firm who has enough budget. What if you could say, ‘Hey, if we catch fraud, we get that budget back?’”

Whether you’re managing finance for a growing business or advising clients navigating these challenges, exploring modern accounts payable solutions like Routable could transform what has traditionally been a back-office function into a strategic enabler for business growth.

To learn more about how Routable can help your business or clients transform their accounts payable processes, watch the full Earmark Expo webinar.

These Two Finance Teams Are Already Using AI While You’re Still Debating It

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Picture two finance teams: One is drowning in expense reports, manually checking every receipt, and spending hours on data entry. The other analyzes spending patterns, negotiates better vendor deals, and helps business units make smarter decisions. The difference isn’t budget or team size. It’s whether they’ve embraced artificial intelligence (AI) tools.

This became clear during a recent crossover episode of The Accounting Podcast and Beyond Spend, recorded live at Emburse in Motion in Nashville. Host Blake Oliver, CPA, spoke with Adriana Carpenter, CFO of Emburse, and Olga Pavlova-Grebliauske from PizzaExpress—two finance leaders who have moved beyond talking about AI’s potential to using it daily.

While much of the accounting profession continues to debate what AI might do someday, these teams already use smart automation to eliminate tedious tasks. They’re moving from being compliance enforcers to business enablers who guide spending decisions and drive real value through data insights.

Stop Looking at Things That Don’t Need Attention

The change starts with a mental shift: finance teams no longer need to review every transaction. 

For Olga at PizzaExpress, it’s not an option. She manages financial operations for a restaurant chain with over 350 locations across the UK, Ireland, Hong Kong, the UAE, and beyond. She deals with massive transaction volumes that would overwhelm any team doing manual reviews.

“Just stop looking at something that doesn’t need to be looked at,” Olga explains.

Consider PizzaExpress’s approach to VAT compliance. Previously, finance staff had to manually check every receipt to find and separate tips and service charges from product items. This is critical because VAT treatment differs for these components. Miss a service charge buried at the bottom of a long receipt, and the company risks over-reimbursing itself on VAT.

Now, AI-powered keyword detection automatically flags receipts containing terms like “tips,” “service charges,” or specific alcohol brands. The system doesn’t skip human oversight. Instead, it surfaces just the transactions that need attention. A receipt with a clearly separated tip gets processed automatically, while one with a service charge in a long itemized bill gets flagged for review.

Finding Hidden Insights in Your Own Data

When finance teams don’t have to look at every transaction, they can use this time to discover insights hiding in their own data. Adriana’s experience at Emburse shows how AI-powered analytics transforms routine spend management into business intelligence that drives real improvements and cost savings.

The transformation began with unlocking insights in their data through the power of Emburse Analytics, which combines spending data to reveal patterns. Rather than just processing reimbursements, the platform analyzes spending across departments, vendors, and categories.

Adrianna shares an example where the system identified vendor spend flowing through the wrong channels. Employees were buying SaaS subscriptions and processing them through expense reports rather than the company’s preferred procure-to-pay process. This created multiple problems: lost visibility into software subscriptions, missed security assessments, no volume discounts, and risk of buying duplicate solutions.

The system found scattered Adobe and DocuSign subscriptions—twelve individual Adobe licenses buried in expense reports, plus one enterprise license in accounts payable. Similar patterns appeared across other software vendors.

Armed with this intelligence, the finance team took strategic action. They consolidated the scattered Adobe licenses into a single enterprise agreement, negotiated better per-seat pricing, eliminated redundant subscriptions, and established clearer procurement protocols. The result wasn’t just cost reduction—it was better software governance, improved security oversight, and stronger vendor relationships.

The Future: Finance as Business Enablers

Adriana’s vision for the future shows how smart automation can change the relationship between finance teams and the broader organization, shifting from gatekeepers to enablers.

This future isn’t theoretical—it’s “quarters away, not years away,” according to Adriana. She describes a comprehensive AI-powered system that integrates calendar data, location tracking, emails, and receipt capture to pre-populate expense reports with minimal employee effort.

Adriana envisions AI as a central agent for all travel spending decisions—a single interface where employees interact with compliant travel booking options through conversation rather than hunting through policy documents.

Let’s say you want to book a business trip. You’ll open the Emburse app, and the AI will ask, “Tell me where you want to go. Tell me what it’s for,” Adrianna describes. The system will present only policy-compliant options and handle approval routing automatically.

“You’re helping the employee be compliant,” Adriana explains. Rather than catching policy violations after they happen, the system prevents violations by making compliance the easiest path. Employees get what they need efficiently, while finance teams gain better visibility and control.

Emburse is already working on technology to make this vision a reality. Their upcoming AI-powered hotel and car rental folio capabilities will accurately extract detailed folio data and itemize everything automatically. “It’s basically going to be able to look at very detailed receipts and truly go in and read it all and itemize,” Adriana says. This detailed data layer becomes the foundation for more advanced AI that can make decisions automatically.

Getting Started: Don’t Wait for Perfect Conditions

For organizations hesitant about this transformation, both leaders stress starting now rather than waiting.

Adriana recommends education as the foundation. “Educate yourself, educate your team,” she says. “We have a CFO organization that I’m a part of, and I get ideas from that. I get ideas from others in the industry. I get ideas from my CTO.”

She also suggests finding partners actively investing in AI development. “Look for partners that are investing in leading in these areas because they can also make it easier as a finance org to adopt and then continue to iterate.”

Olga adds that organizations should identify their most repetitive tasks first and remember that automation systems need ongoing human oversight. It’s also critical to get input from the people actually doing the work.

The Time to Act is Now

While many in the profession continue debating AI’s theoretical implications, forward-thinking teams are already getting real benefits from smart automation. 

Finance professionals who embrace these tools are positioning themselves as strategic partners who guide spending decisions and enable business growth through data insights. The choice facing accounting professionals today isn’t whether to eventually adopt AI—it’s whether to lead this transformation or be dragged along by it.

For finance leaders ready to make this leap, the path forward is clear: identify your most repetitive tasks, educate yourself and your team, and partner with vendors actively investing in AI. Most importantly, don’t let fear of imperfection prevent progress.

Technology isn’t just changing how we work—it’s redefining what it means to be a finance professional. Those who seize this opportunity will discover that AI doesn’t threaten their careers; it elevates them to roles they never imagined possible.

From Burnout to Blueprint: How One CPA Built a $200K Practice Working Just 15 Hours a Week

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When Erica Goode, CPA, became a mother, she found herself juggling late-night work sessions and hectic commutes. It took a toll on her well-being. “I was going to prove to everybody that working moms can do it all,” she recalls, “and I did it all. But it felt awful.”

Fast-forward a few years, and Erica now runs an accounting practice making over $200,000 yearly—on less than 15 hours of work per week. How did she do it? Through intentional constraints, deep specialization, and refusing to let burnout define her career.

Erica’s story, which she shared on the Earmark Podcast, offers a roadmap for accounting professionals who want to build financially rewarding practices without sacrificing quality of life.

Escape from Corporate Burnout

Erica’s career began at KPMG, where she moved up the ranks to senior auditor. She was then recruited to Walgreens in Deerfield, Illinois, where a demanding promotion collided with early motherhood. 

Even with on-site childcare, the constant scramble to manage deadlines and family obligations was a struggle. “I was always dragging my kids behind me to make a meeting, to get back home to make dinner, only to hop back online until 10:00. It was just this grind I didn’t want,” she says.

Feeling trapped, Erica took a demotion to escape the grueling schedule. Ultimately, she decided to leave Walgreens entirely and planned to become a stay-at-home mom. She never imagined running an accounting firm. When her boss suggested it after she gave notice, she remembers thinking, “That is the stupidest idea I’ve ever heard.” 

An Accidental First Client

Erica never planned to start her firm. It started when she offered to help the owner of her daughter’s Taekwondo studio with QuickBooks. “I had never seen QuickBooks because I’d always worked with huge systems like SAP or Oracle,” she says. But Erica learned quickly, and soon, a steady stream of referrals turned her “accidental” freelance gig into a bona fide practice.

Growth was slow by design. Balancing parenting with minimal childcare hours, Erica allowed her client base to expand only as her children’s school schedules opened up. “I literally was only growing as fast as preschool grew,” she jokes. This deliberate approach allowed her to refine processes at each stage instead of piling on hours.

Designing a 15-Hour Workweek

Erica’s top priority was to avoid the relentless schedule that had led to burnout. She set a strict 15-hour limit, working Monday, Tuesday, and Thursday from 9 a.m. to 3 p.m., with a mandatory one-hour lunch away from the computer. “That adds up to 18 hours, but I don’t count the lunch break,” she explains. “So I’m really working 15 hours or less.”

While this schedule might seem impossible, Erica credits well-documented standard operating procedures and intentional use of technology for optimizing efficiency. She also hired a non-US-based contractor as a senior bookkeeper. Together, they ensure bookkeeping tasks stay on track without Erica needing to handle every detail. “I want to be the reviewer and the exception-finder,” she says. “That’s where the real client value lies.”

Tech Stack: QuickBooks Online and Fathom

A big part of Erica’s efficiency stems from QuickBooks Online paired with Fathom. QuickBooks automates the bulk of data entry, while Fathom handles real-time reporting and forecasting. “Once I close the books in QuickBooks, Fathom syncs automatically and spits out a customized monthly report for each client,” she says.

She personalizes these reports for each of her 10 clients, highlighting the KPIs and trends most relevant to consultants. But the real game-changer is the forecasting feature. During monthly meetings, she and the client jump into Fathom to update forecasts on hiring plans, upcoming expenses, and potential new revenue. “Business owners love seeing a clear picture of how decisions today will affect their cash flow in six months,” Erica says.

Specialization: Consultants and Agencies Only

At the core of her approach is strict specialization. Erica focuses exclusively on consultants and small B2B agencies—no construction companies, no retail inventory. This uniformity keeps her processes consistent, allowing her to offer clear service tiers and simple pricing. She maintains three tiers:

  1. Bookkeeping ($500–$600/month)
  2. Mini CFO ($1,400/month)
  3. Fractional CFO (up to $5,000/month)

“There’s a huge gap for solopreneurs or small consultancies that need more than just bookkeeping but aren’t ready to pay $3,000 a month for a CFO,” she says. The middle tier solves that issue. Because she only accepts businesses operating within a well-defined niche, the bulk of her bookkeeping and forecasting tasks can be systematized.

The Power of Monthly CFO Meetings

Although she provides “done-for-you” bookkeeping, Erica finds the most significant client value comes from monthly CFO calls. “We’ll spend maybe 20% of the time reviewing the monthly report. Then the rest is what’s on the client’s mind—like, ‘I’m hiring two people. Will I run out of cash by October?’” she explains. Together, they plug those assumptions into Fathom so clients can see real-time outcomes.

“They get clarity on big decisions, whether it’s paying themselves consistently, timing a new hire, or maximizing retirement contributions,” she notes. And it’s precisely this hands-on advisory that justifies her subscription model. Even when clients weigh downgrading services, they quickly realize the CFO session is what they value most.

Why She Doesn’t Do Tax Prep

One key departure from many CPA firms: Erica does not handle income tax filings. Instead, she collaborates with clients’ existing tax preparers or refers them to an outside specialist. “I come in as the translator,” she says, acting as the liaison between client and preparer. By avoiding tax busywork, she preserves her bandwidth for strategic discussions and the recurring monthly engagements that truly move the needle for her clients.

Growing Slowly—on Purpose

Today, Erica’s firm earns around $200,000 in annual revenue, with a net of about $180,000. It took around five or six years to reach this point, largely because she refused to exceed her self-imposed 15-hour weekly limit or expand beyond her one contractor. “I know the formula to scale bigger,” she says, “but I also know that I enjoy my life more without adding complexities.”

A telling story: She once tried removing herself from capacity constraints and realized she risked falling back into the same burnout patterns she had fled. “I’m quick to fire if the client isn’t a good fit, and I stick to my niche,” she emphasizes. “I’m not looking to become a million-dollar firm with multiple CPAs. That’s just not the lifestyle I want.”

Rethinking Practice Success

For Erica, success means earning a healthy income without sacrificing time with her kids or her passions—like hiking in the vast national forests of Idaho. She’s proof that a smaller, highly specialized practice can be profitable and deeply rewarding. “I used to be afraid to say out loud that I only work 15 hours,” she confesses. “But now I see it inspires other CPAs who don’t want the 40- to 60-hour grind.”

Her advice is simple: start small, niche down, price for value, and automate relentlessly. If you’re willing to challenge traditional accounting firm norms, you can build a practice that prioritizes both client results and your well-being.

Learn More & Earn Free CPE

Erica shares more insights and tips on her podcast, Consultants and Money, where she offers free advice on everything from planning cash reserves to consistently paying oneself. 

Check out her interview on the Earmark Podcast to hear the full story of how she structured her 15-hour week. 

You can also earn CPE for listening! Register for the free CPE course on the Earmark app.