Driving accounting firm growth in a crowded market

Hey there, spreadsheet wranglers! This week’s Net Gains is all about sharpening your edge.

From bold billing strategies to smarter marketing moves, we’re spotlighting what’s working now for forward-thinking firms. You’ll hear from a founder who bills before the work starts, an expert on how to stand out (without relying on your logo) and a podcast that cuts through the noise on tariffs.

Also inside: if your weekend “self-care” strategy involves Netflix and passive scrolling, we’ve got science-backed reasons to rethink your plans. You won’t want to miss what’s inside.

New U.S. Attorney says taxpayers deserve answers. Apparently, billions earmarked for homelessness vanished into thin air (or maybe a spreadsheet abyss).

It's not just about kombucha in the breakroom. Millennials and Gen Z are reshaping accounting culture.

Worried about a downturn? This guide offers smart ways to recession-proof your tax business before things get weird(er).

Natural disasters are unpredictable. Your document retention plan shouldn't be. The IRS wants you to back it up (and not just emotionally).

Three ways to attract new accounting clients

With thousands of accountant-client matches under her belt, Kimberly Green knows what makes firms stand out and what makes them forgettable. As co-founder of Sam's List, a platform connecting accountants and advisors with ready-to-hire clients, Green has a front-row seat to what works in a crowded marketplace.

In an interview with The Net Gains, she shares practical (and occasionally blunt) advice on messaging, follow-up and why personality might be your best marketing tool. -Janet Berry-Johnson

What traits or practices help accountants stand out in a crowded marketplace?

I’ve helped nearly 3,000 people find their new accountant or financial advisor, and the ones who consistently convert leads are typically doing these three things:

Say what you do right away. Whether someone’s scrolling a directory or landing on your website, that first line about who you are should immediately signal what you do and who you do it for. Treat your descriptions like a filter. What can you say right at the top to attract the right people and filter out the wrong ones?

If you specialize in VC-backed startups, say that. If you only work with clients earning over $250K, say that. If you don’t do one-off tax prep, say that. The goal is to help people qualify or disqualify themselves before wasting time on a call.

Stay at the top of their inbox. Looking for an accountant isn’t fun. I'm sorry, but it’s a chore.

If you’re not sending at least four or five follow-ups in the first couple of weeks and making calls between, you’re likely losing people who were interested but got distracted. The professionals with the best closing rates on Sam’s List are persistent (not annoying) and get most of their clients after the fourth or fifth outreach.

Be transparent. Most accountants’ websites don’t clearly share what they charge or who they actually serve. That lack of transparency is misleading and leads to discovery calls with people who were never a fit in the first place.

I’ve had to beg accountants on this a lot: don’t advertise your lowest rate to get clicks and then quote three times that on the call. Everyone pretty much understands that pricing depends on complexity, but if you’re vague or cagey, people feel tricked.

What role does clear, niche-specific messaging play in helping accountants attract the right type of clients?

On Sam’s List, we require every accountant to write a short one-liner about their firm, a longer description about what they do and two client profile descriptions: one for who’s a fit and one for who’s not.

We do this because most people browsing aren’t going to read everything on your page, and this is your chance to show personality and filter in the right people.

One of my favorite stories from our early days is with this guy who applied to be on Sam’s List. For his one-liner, he said something like, “We only work with no-bullsh*t founders who take their business seriously.”

When I suggested we find a different way to say that, he replied, “Honestly, if someone resonates with that line, they’re probably my ideal client.” And he was right. 

On the flip side, we have one accountant on the platform whose emails are, frankly, pretty bland. Super short and no personality. Almost to the point where you wonder if he even wants to be doing this work. And yet he closed four clients within a couple of weeks. It honestly shocked me.

Not everyone will love your tone, and that’s the point. Some users see a specific line or a bold personality and say, “Yes, this is my person.” Messaging is a connection point. You attract what you put out there.

A lot of accountants think they’re not marketers (and don’t want or need to be), but if you’ve got a personality that can attract your ideal client, let it out! It might be the reason someone chooses you over five other firms.

Bill first, work later

Logan Graf, CPA and owner of The Graf Tax Co., shook things up last year by billing everything—from tax prep to advisory services—upfront when clients signed their engagement letters. It was a bold move in a profession that still loves charging after the fact.

But there was no mass client exodus and no drama. Just better cash flow and a clearer value proposition. One client complained, he says, but they still came back.

Why this matters: Prepaid engagements aren't just good for your bank account. They also set high expectations and help weed out price shoppers. Worth testing? We think yes. (LinkedIn)

Tariffs, taxes and tea

If tax systems make your head spin, a recent episode of "Tax Chats" is your compass. Accounting professors and podcast hosts Scott Dyreng (Duke) and Jeff Hoopes (UNC) interview Kyle Pomerleau of the American Enterprise Institute to break down the economics behind income vs. consumption taxes, VATs vs. sales taxes and why border adjustments aren't just political buzzwords. You'll leave with a sharper lens for analyzing tax policy and a few "aha" moments you didn't see coming.

Why this matters: Whether you're advising clients or decoding headlines, understanding how different tax structures work (and why) gives you an edge most accountants never bother to sharpen. (Tax Chats)

 25% 

Year-over-year decrease in accounting outsourcing as more CFOs turn to tech to solve lingering talent issues. (CFO)

• Like it or not, you're managing bots now
• FP&A today is less about history, more about forecasting like a futurist
• The once-bold wave of DEI is now treading water. What's next?
• A real-deal example of accountants using tech to boost client service
• New tariffs could shake up pricing, planning and your next client meeting

For more productive Mondays, craft your weekend

If your idea of weekend recovery involves melting into the couch with a remote in one hand and a snack in the other, you're doing it wrong. According to new research from the Harvard Business Review, a small shift in how you spend your leisure time—called "leisure crafting"—can increase your energy and well-being by over 150%.

The secret is engaging in activities that combine personal goals, social connection and skill-building. Think joining a running group instead of solo jogs or setting a film-watching goal with reviews instead of random bingeing. It's not about doing more; it's about doing differently.

Why this matters: Between tax season marathons and quarter-end crunches, your brain deserves a recharge that actually works. Leisure crafting helps you return to work more energized, creative and ready to tackle that inbox avalanche. (Inc.)

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.