The future of accounting, today

How one firm turned its future predictions into current practice.

By Brian Wendroff, CPA, and Alicia Russman

In 2011, Brian Wendroff, CPA, and Darren Wendroff, of Wendroff & Associates, CPA (WendroffCPA), authored a visionary piece for Disclosures magazine: "Engineer the Accounting Firm of the Future." The article explored how technology, demographic shifts, and proactive client strategies could reshape the accounting industry, foretelling many of the changes seen today.

Fast forward, and the industry landscape has evolved — validating many of these insights. Advances in automation, AI, client experience, and talent strategy have turned predictions into practice, establishing new standards across professional services.

A visionary perspective on key industry shifts

The 2011 article pinpointed three fundamental shifts that would redefine accounting: embracing technology, evolving talent strategies, and delivering proactive client solutions. As early advocates for cloud technology and mobile applications, WendroffCPA underscored how these tools could transform workflows and enhance client service, a vision now realized in today’s always-connected, mobile-first environment.

The article also addressed the profound impact of demographic changes, with a “Digital Generation” of clients and a looming CPA retirement wave creating new pressures for adaptation. Their foresight into talent development highlighted the need to cultivate expertise and continuity as retirements created gaps in industry knowledge. WendroffCPA stressed that firms must rethink how they attract and retain talent and clients in an increasingly digital landscape.

From predictions to reality

Embracing technology-driven services & solutions

Today, digital transformation defines the accounting industry. QuickBooks’ recent decision to discontinue U.S. desktop subscriptions by mid-2025 underscores the industry's shift toward cloud-based solutions. WendroffCPA, as Platinum-Level QuickBooks Online Pro Advisors, has supported clients’ transitions to cloud platforms, aligning with the firm’s long-standing commitment to technology integration.

Beyond core accounting technologies, Wendroff has leveraged automation processes to enhance its internal operations and delivery of client services for over a decade. 

Jordan Glaze, WendroffCPA business development specialist and accountant, turned the traditionally time-consuming processes of inbound marketing, client intake, and engagement letter creation into a seamless three-minute task using Zapier, Calendly and HubSpot. In her quest for operational efficiency, Jordan discovered a way to eliminate almost all manual entries, slashing error rates and boosting productivity. 

With the arrival of generative AI tools, WendroffCPA quickly began integrating these advancements to enhance productivity and client service. “Being early adopters of AI and automation has streamlined our processes and enhanced accuracy, allowing us to spend more time on what really matters — helping our clients grow their businesses,” Brian Wendroff said.

The firm uses QuickBooks Online (QBO), Ramp, Melio, Zapier, and ChatGPT to streamline operations. These tools help automate bill payments, integrate QBO with other platforms for seamless workflows, and use AI to analyze and summarize financial data effectively.

A recent CPA Trendlines article, “Tech Anxiety Paralyzing Some Accounting Firms,” captures the industry’s sentiment with a quote from Roman Kepczyk, CPA, director of firm technology strategy at Right Networks: “You won’t be replaced by AI, but by someone using AI.” 

As firms across the industry evolve, those leveraging these tools are best positioned to drive meaningful client impact while navigating today’s high-stakes environment.

Adapting to evolving CPA demographics

As the accounting industry confronts rapid technological shifts and a talent shortage driven by retiring CPAs, firms are challenged to rethink traditional recruitment and workplace models. 

A Thomson Reuters report, How Accounting Firms Are Innovating in 2024, noted firms are heavily investing in talent retention, offering increased flexibility, fostering supportive work environments, and exploring value-based pricing structures to meet clients’ changing needs. Together, these approaches signal a broad transformation in the industry, with firms increasingly expected to adapt to the digital age while navigating the evolving expectations of a new workforce.

Before the retirement surge that began around 2020, leaving the CPA profession in a talent crisis, WendroffCPA focused on proactive recruitment and retention strategies that extend beyond traditional methods. The firm cultivates a pipeline of early talent through a hands-on paid internship program. By partnering with Handshake, a leading career platform with a reach of more than 17 million Gen Z professionals, the firm connects with students and offers flexible part-time roles to complement academic schedules. About half of these interns are invited back full-time, emphasizing the program’s importance in developing a sustainable workforce for the future.

In November 2024, Brian and Jordan hosted a free webinar for local college and university students, “AI & Automation in Accounting: What’s Next for Future CPAs?” This event attracted more than 90 young professionals demonstrating an interest in progressive technology, a criterion for employment at the firm. Hosting the webinar proved beneficial in two ways: it showcased the firm’s thought leadership in AI and automation and served as a recruiting strategy for future interns. 

With a focus on employee well-being, WendroffCPA offers a four-day workweek during the summer after tax season, promoting long-term productivity. This policy has been well-received, boosting morale and supporting a healthy work-life balance.

Beyond the four-day week, WendroffCPA also provides the option to work from home, recognizing the need for flexibility in today’s professional environment. This flexibility fosters a team culture that values innovation and adapts to the evolving demands of the modern workplace.

Additionally, WendroffCPA recently established a team in Sri Lanka to expand operational support during peak seasons. Partner Tariq Majeed, who oversees the team’s development, highlighted the benefits of this strategy, “Having experienced offshore resources allows us to scale our services, ensuring clients receive timely, high-quality work year-round.”

In a Thomson Reuters article, “Grim Outlook Predicted for Accounting Firms for Next Four Years — With Hope,” Allan Koltin, CEO of Koltin Consulting Group, Inc., stated, “Many, many firms will just continue to grind until they can’t, they’re oblivious to the changes going on — not only do they not know what the fourth industrial revolution is, they think the accounting profession was sort of grand-fathered out of it. Nothing could be further from the truth. It reminds me of an elderly couple on the Titanic — the ship’s going down but they’re staying in their bedroom because they think it’s not possible.”

Delivering year-round client accounting solutions

To differentiate in today’s competitive landscape, “CPA firms must deliver a client experience so distinct that clients see no alternative,” as Mitch Reno, director of client experience at Rehmann, emphasized in a CPA Trendlines podcast. 

This drive for elevated client service has led many firms to embrace Client Accounting Services (CAS) or Client Advisory Services (CAAS) — a model that redefines the CPA’s role as a year-round strategic partner rather than just a tax-season resource. While the exact scope of CAS varies, AICPA and CPA.com define it as a holistic offering that combines accounting, financial and advisory services to deliver value at every stage of a client’s financial journey.

Smaller firms stand to benefit significantly from adopting CAS, as it fosters an advisory approach that many clients now expect. According to HR management and consulting firm Robert Half, technology like AI and automation makes this shift possible by freeing accountants from routine tasks and allowing them to engage more meaningfully as consultants. This positions CPAs as essential advisors who help clients make informed decisions, ultimately differentiating CAS-focused firms from traditional, compliance-only practices.

WendroffCPA embraces this proactive model by delivering a suite of year-round financial services, including business budgeting and forecasting, tax planning and preparation, accounting automation, and CFO consulting. By remaining engaged throughout the year, the firm helps clients navigate complex financial landscapes with tailored, proactive solutions beyond traditional tax preparation. 

In 2023, the WendroffCPA partnered with Xpitax, a leader in outsourcing data entry for tax professionals, to streamline routine tasks, freeing time for team members to focus on strategic advising. Through these efforts, the firm improves the client experience by fostering partnerships that drive sustainable growth and long-term financial success.

Looking forward, again: Evolving to meet new industry demands

The shift to a proactive, year-round client service model has transformed the CPA profession, creating a more sustainable work environment that enhances profitability and staff well-being. 
Where accountants were once overburdened during tax season and faced long off-seasons with minimal engagement, today’s firms benefit from continuous client interactions, which deliver value consistently throughout the year. 

This evolution has improved work-life balance, fostered professional development, and provided a reliable revenue stream. 

Building on these changes, the next chapter of accounting firm development looks to refine these strategies with expanded use of emerging technologies, more robust security protocols, and an even deeper client advisory role.

For accounting professionals looking to lead the way, here are key strategies to adopt:

1. What can you automate today?

   Adopting a daily automation mindset can significantly enhance efficiency. No-code tools like Zapier enable seamless integration of applications such as QuickBooks, Gmail, Microsoft, Slack, ChatGPT, Calendly, and Stripe, allowing them to work together according to your specific needs. You don't need a computer science degree to create these integrations; no-code platforms are designed for users without programming experience. Just as QuickBooks empowers non-accountants to manage finances, Zapier empowers non-developers to automate workflows, potentially saving substantial time and resources.
    

2. Supercharge your workflow and enhance client value with AI.

   AI tools like ChatGPT can rapidly transform ideas into reality, acting as powerful virtual assistants. Their versatility includes crafting emails, conducting research, coding, and analyzing data. As accounting professionals leverage AI, they can focus more on consulting and complex analyses — activities that enhance client value. However, it's extremely important to apply AI thoughtfully, ensuring human insight guides its use.
    

3. Build client confidence by protecting what matters most.

   The rise in AI sophistication has fueled increasingly advanced cyber threats, with cybercriminals leveraging AI to design targeted phishing schemes, develop unique malware, and exploit zero-day vulnerabilities. 

   To counter these risks, accounting firms must elevate their cybersecurity measures and consider partnering with managed security providers capable of enterprise-level monitoring and response.

   Recognizing these challenges, the IRS and its Security Summit partners in August 2024 highlighted the importance of a Written Information Security Plan (WISP) for tax professionals. Under updated Federal Trade Commission standards, firms are now required to implement WISPs to safeguard sensitive data and use multi-factor authentication for client accounts. These tailored measures aim to prevent identity theft and mitigate risks associated with data breaches, reinforcing regulatory compliance and client trust.

   This growing focus on security will likely define best practices in accounting as clients increasingly demand assurance that their sensitive data is fully safeguarded.
    

4. Expand advisory offerings.

   As client expectations evolve, so do the opportunity for small firms to expand their financial planning services. WendroffCPA recently automated its strategic tax planning meeting request form to include an option for a wealth advisory discussion. 

   According to Brian, "We weren’t sure what to expect, but we’re finding that clients are overwhelmingly interested in this added consultation.” 

   This trend aligns with sentiments in the field, as Seth Fineberg noted in CPA Trendlines: “Not to sound the alarm bells here, but CPAs must soon choose between riding the financial planning wave or being swept under it.” Firms that foster such partnerships position themselves as holistic financial advisors, increasing client loyalty and broadening service offerings.
    

5. Rethinking pricing models to focus on value, not time.

   Traditional hourly billing is being reevaluated in favor of models like flat-fee, value-based, and retainers that better align with clients’ needs and offer revenue predictability. Moving away from hourly billing allows CPAs to focus on the value provided rather than the time spent, creating a more transparent and client-centered pricing approach. These models align with modern client expectations, enhance firm efficiency through technologies like AI and automation, boost profit margins, and enable better management and forecasting of revenue streams.

Through everyday automation, embracing AI, strengthening cybersecurity, expanding advisory services, and embracing innovative pricing models, the accounting profession is poised for continued transformation. 

As firms like WendroffCPA look forward, they are building a resilient framework that will help the industry adapt to future disruptions while delivering exceptional value to clients.

Brian Wendroff, CPA, is founder of Wendroff & Associates, CPA, established in 2006. Known as the "Entrepreneur's CPA," Brian has pioneered the integration of AI and automation into tax and financial management, redefining traditional accounting with innovative solutions that deliver operational efficiencies and real-time insights. He served on Intuit’s QuickBooks Online Advisory Board, and he is   frequent speaker on best practices in business taxes and accounting. He was named a "Top Financial Advisor" by the Washingtonian, one of the "Top Financial Professionals" in Northern Virginia magazine, and the "Best CPA Firm in Arlington" as recognized by Arlington magazine.

Alicia Russman is a seasoned marketing strategist with more than 25 years of experience leading branding, creative direction, and business development initiatives for professional services firms. As the founder of Be Seen Branding, Alicia delivers innovative marketing solutions, including strategic positioning, social media management, content creation, and website design to help businesses elevate their market presence and achieve measurable growth. She is a past president of the National Association of Women Business Owners, D.C. Chapter and is dedicated to supporting animal rescue organizations.