What Clients Really want from Their CPA’s
After more than 24 years as a wealth advisor, I’ve had the privilege of sitting across the table from many individuals and families, hearing their concerns, learning about their goals, and witnessing the relationships that become increasingly important as life becomes more complex.
One particularly important professional relationship in individuals’ financial lives is with their Certified Public Accountant (CPA). Over the years, we have noticed a shift in what clients are looking for when choosing a CPA to work with. It’s not just about filing taxes on time, it’s also about trusted guidance, proactive strategy and feeling like more than just a number.
We’re fortunate to work alongside many trusted CPA’s and tax professionals on behalf of our clients, and we see immense value in those relationship. We are always happy to connect with clients’ existing CPAs to gain a full picture of their finances and provide thoughtful, coordinated planning across the board.
Here are some of the most common things we hear from clients when it comes to what they value in a CPA, and what makes them gravitate towards one professional (or firm) over another.
Proactive Tax Planning, Not Just Tax Filing
Many clients express frustration that their CPAs are only checking in once a year, when taxes need to be filed. This often leaves room for mistakes or missed opportunities that could have been addressed earlier and is then too late to fix. Clients appreciate CPA’s who help them look ahead, flagging potential tax-saving strategies, avoiding unnecessary losses, and staying ahead of regulatory changes. In our practice, we frequently loop in CPAs early to evaluate strategies before major financial decisions are made.
Specialized Experience Matters
This is especially true for business owners. Many of our clients seek CPAs who understand the unique challenges of their specific industry. For some business owners, its not just about filing taxes, but also about ongoing support with bookkeeping, payroll and year-round planning.
We have seen that CPAs who “speaks the language” of a clients’ business builds confidence, trust, and ensures more relevant, insightful advice.
Flexibility in Communication and Delivery
Our clients prefer to receive information from us in different ways. For example, some individuals prefer everything digital, such as secure portals, e-signatures and paperless filings. On the other hand, we have many clients who want physical copies of everything so that they can review at their kitchen table. One common complaint we hear from clients is that their current CPA does not offer options, and just stick to a single format. This may seem trivial, but providing flexibility in how information and communication is delivered goes a long way and can put you or your practice above the next who does not offer that option.
Don’t Want to Feel Like a Number
One of the most common reasons clients switch CPAs is because they felt like a number. Everyone knows this feeling. Long response times, generic answers, or a sense that you’re bothering someone by asking questions.
Clients want to work with professionals who know their names, understand their situation, and take the time to listen. Personalization matters, especially when dealing with something as sensitive as taxes.
Easy to Get in Touch With
This is, by far, the number one reason clients tell us they left their CPA.
In some cases, they’ve waited for days or weeks without a response, and even worse, received no response at all. We understand how demanding this profession is, but even a quick message to acknowledge a question or set a timeline for a more complete answer can make all the difference.
Being responsive, even if you don’t know the answer immediately, is one of the simplest and most powerful ways to retain client trust.
Conclusion
Ultimately, just like wealth advisors, CPAs are in the relationship business. Our clients are people with lives just as busy as ours, and they’re looking to us for thoughtful, personalized service that makes their lives a little less stressful. Taking some of that stress off their plate is about more than traditional service, it’s what builds lasting trust and connection.
In today’s fast moving financial world, that kind of value stands out.
We are always looking for trusted and professional CPA to join our network of experienced advisors. If you’re interested in making more connections, reach out to us below. We’re always happy to talk.
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