AI’s here. ROI? Not so much.

Firms aren’t short on advice. They’re short on time—and patience for anything that doesn’t move the needle.

This issue covers what’s working now: five workflow shifts to make tax season tolerable, how to grow your niche without hiring a marketer, and what happens when firms stop treating AI as a miracle and start treating it like a tool.

But first, read about the guy who tried to DIY his CPA license. Before you get any ideas, it didn't work out well.

Workflow wins: Five steps to keep next tax season from eating your sanity 

Partner perks: Jason Staats explains how to borrow a software provider's marketing budget to build your niche

Coaching counts: How one CPA traded audit reports for purpose and people

Finally, AI: This CFO got her team to actually use AI by offering gift cards and gamifying it.

Win more tax clients without burning out your team

Attracting new tax clients is (at least partly) how firms keep the lights on between busy seasons. Karbon's latest guide breaks down five practical ways to grow your client base: ask for referrals, polish your online presence, run smarter ads, build that email list you've been meaning to start and make friends who can send work your way. The best part is, you don't have to do it all at once. Pick one or two strategies, stick with them and watch your pipeline fill up before the next 1040 rush hits.

Why this matters: Tax season doesn't sell itself. Intentional, steady marketing keeps your firm top of mind year-round. (Karbon)

When AI meets reality and accountants just sigh

Every firm's heard the pitch: AI will slash your workload, boost margins and make spreadsheets practically obsolete. But when it's rolled out in the wild, the magic fades fast. The latest "AI-powered" tools promise 80% time savings until someone spends twice as long reviewing AI's mistakes. Turns out, algorithms don't know your client prepays rent every December or runs expenses through their personal card. The result? Modest gains, skeptical staff and partners wondering when the ROI fairy will show up.

Why this matters: AI isn't failing. It's just bumping into reality. The firms that succeed will treat it as a collaborator, not a cure-all. (Nicholas Bird, CPA, CIA)

72%

of S&P 500 companies have reported material risks related to AI in their public disclosures so far in 2025. (Journal of Accountancy)

• The AICPA's new GenAI tool puts accounting know-how at your fingertips
• Wall Street's AI might panic when the 10-Qs disappear
• The latest practice management tools all swear they'll save your sanity
• Firms are eyeing Latin America as their next great talent move
• Accounting grads are still dropping, but the pipeline's finally perking up

When accountants speak, tech should listen

Let's face it: accounting software doesn't get better because of buzzwords. It gets better because accountants won't stop pointing out what's broken. The smartest tech companies are finally catching on. They're inviting accountants into the product design process early, asking for feedback before the prototype even hits a beta test. When product managers and accountants actually collaborate, both sides win. The tools become more intuitive and firms spend less time wrestling with systems that don't fit how real work happens.

Why this matters: You're not just tech users; you're co-creators. The more accountants speak up about what works and what doesn't, the faster innovation moves from a nice idea to a game-changer. (CPA Practice Advisor)

The Net Gains is your one-stop shop for fresh, FREE accounting insights. You can reach the newsletter team at thenetgains@mynewsletter.co. We enjoy hearing from you.

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The Net Gains is curated and written by Janet Berry-Johnson and edited by Bianca Prieto.