Modernizing the Profession Without Losing Its Core
Sponsored by True Advisor: The Definitive Success Guide for Client Advisory Services by Hitendra Patil | See Today’s Special Offer
Subscribe to CPA Trendlines podcasts anywhere: Apple, Google/YouTube, Spotify, iHeart, Deezer, Amazon Music, Audible, Player FM, Audacy, RSS.
The Holistic Guide to Wealth Management
With Rory Henry, CFP®, BFA™
It’s no secret that the accounting profession is undergoing one of the most significant transitions in its history. Firms are more likely to sell to private equity than to other accounting firms. Technology is reshaping workflows. Worker shortages are forcing firms to rethink talent pipelines. But through it all, public trust remains the foundation on which everything rests.
MORE Rory Henry | THE HANDBOOK Holistic Guide to Wealth Management | MORE CPA Trendlines Streaming Network
That tension — protecting what makes the profession trusted while adapting to what the market demands — defines the moment.
Few leaders sit closer to that tension than Denise LeDuc Froemming, President and CEO of CalCPA, the nation’s largest state CPA society. Like Froemming, I’ve found that connection becomes more important, not less, as the profession evolves. Modernization is not just about software or ownership structures. It is about ensuring that professionals feel supported, heard, and connected across career stages.
Trust Is the Non-Negotiable
For Froemming, modernization is not about abandoning core principles. It is about reinforcing them. “We need to make sure we keep the core of our profession [intact] — at the heart of trust and public protection — but continue to modernize so we can be relevant going forward,” she told me on my podcast recently.
According to Froemming, technology will continue to accelerate, ownership models will evolve, and AI will reshape workflows. But she maintains the CPA credential still represents public protection that cannot shift. And that is where professional organizations play a critical role — not just in advocacy, but in helping members navigate change without losing their footing.
The Story We’re Telling (and Not Telling)
Froemming told me she wants CPAs to change the narrative from “I work really hard” to “I work really hard, but play hard, too.” That means playing golf or other things they enjoy when they want to and having great flexibility in their lives.
Froemming said that too often, when we talk about what CPAs do, we default to accounting, tax and audit. But she said the analytical training, discipline, and [CPA] credential open far more doors than most students realize.
“There’s forensic [accounting]. There’s tech. There’s audit,” says Froemming. “There are opportunities to work with wealth managers. There are so many opportunities to be independent entrepreneurs, but that story about the portability of analytic training has to get out there for students and young professionals,” she maintained.
For students and new grads, Froemming says that accounting is a great foundation for a finance career because it allows you to “really understand the fundamentals.” The two disciplines – accounting and finance — “go hand in hand,” she says. “Even if you don’t get a degree in accounting, at least take an accounting course, because the financial literacy you’ll gain is so important for your career and your life. “Here’s a spreadsheet. This is how much you’re going to make, and this is how much you need to save, etc. Accounting is truly foundational,” she added.
Community as Strategic Infrastructure
State societies like CalCPA are investing in community platforms, events, and digital engagement tools that bring members together in new ways. In a hybrid world, community does not happen automatically. It must be designed.
As Froemming shared with me, professional identity is strengthened when practitioners can see themselves reflected in a broader ecosystem of peers navigating similar challenges. She says that sense of belonging supports retention, leadership development, and ultimately public trust.
Private Equity: Different, Not Binary
No conversation about modernization is complete without addressing private equity’s influence on accounting firm ownership. Froemming urged nuance. She it’s not a matter of whether PE is good or bad for the profession. It’s about PE being a different way to “look at your firm and to manage and scale going forward.”
The issue, she adds, is not whether capital enters the profession. It’s whether standards and oversight evolve alongside it.
“What we need to do from a profession perspective is have our standards and our practices keep up with the pace [of change], and it really hasn’t,” asserted Froemming, adding that modern structures still require modern safeguards. The core remains trust.
Lean into the Discomfort
“Please, everyone, lean into being bold, uncomfortable,” said Froemming as we wrapped up our conversation. From where I sit, bold does not mean reckless. Uncomfortable does not mean abandoning what works. Like Froemming, I believe it means stepping into leadership at a moment when the profession is being reshaped in real time.
The firms and professionals who thrive going forward will be those who can modernize without losing their core. It will be those who can tell a bigger story about opportunity and strengthen community along the way.
5 Advis-ROR® Takeaways
• Modernization and legacy are not opposites. The future must reinforce the profession’s foundation of trust.
• The CPA story is bigger than tax and audit. The analytical skill set is portable and powerful.
• Community is a strategic infrastructure. Connection drives resilience and retention.
• Private equity is not binary. The focus should be on standards keeping pace with change.
• Leadership requires bold discomfort. Growth rarely happens inside comfort zones.
About Denise LeDuc Froeming, CPA, CAE, MBA
Denise LeDuc Froemming, CPA, CAE, MBA, is CalCPA’s President & CEO. She is an innovative, inspirational executive with a demonstrated record that includes exceeding profitability goals, turning around underachieving business units and driving increased revenues and market share. At the center of her leadership is establishing cultures and environments that foster authenticity, celebrate differences and stimulate honesty among people from different backgrounds and diverse experiences to encourage excellence and inspire everyone to be the best they can be.
Before joining CalCPA, Denise served as CEO of the Institute of Real Estate Management (IREM), leading the transformation of the organization’s headquarters operations by nurturing a culture of curiosity, transparency, inclusivity and a customer-first approach, leading to novel opportunities for growth. During Denise’s tenure as the COO & CFO/EVP of the American Health Information Management Association (AHIMA), she drove change through market expansion, developing key coalitions and elevating operational bench strength and capabilities.
Denise holds the Certified Association Executive (CAE) designation from the American Society of Association Executives. She’s also a Certified Public Accountant (CPA), holds a B.S. degree in business from Marquette University, and an M.B.A. from Northern Illinois University.
Transcript
Rory Henry: All right. Hello, everyone. I have another great guest joining me today. She’s the president and CEO of CalCPA, which is the largest CPA society in the country, representing more than 40,000 members. She’s a CPA herself and has held executive leadership roles across healthcare, global real estate, and data governance. Today, we’re here to talk about the accounting profession and the change going on. So, without further ado, let me welcome my friend and guest, Denise Frumming. Denise, welcome to the show.
[00:01:14] Denise LeDuc Froemming: Thank you. And thank you, Rory. I’m so excited to be here with you. And you’ve been doing quite a bit out there for our profession, financial literacy, just getting the word out.
[00:01:24] Rory Henry: So, we appreciate everything that you’re doing. Oh, thank you so much. And, you know, I appreciate everything you’re doing here, Denise, because you do run the largest state society in the country here, and you are seeing you’re at the front lines of change in the accounting profession. Can you maybe dive in here and maybe talk about how we can, you know, kind of hold on to tradition, but also, you know, push forward in the evolution of the profession?
[00:01:48] Denise LeDuc Froemming: That’s a tough one, right? I know, right off the bat. We all love tradition and legacy. I think that’s important too, especially in the world that has so much change right now. That’s at the core, right? I think people are hanging on to some of that, but we do have to, we’re saying modernize, right? We have to modernize what we’re doing. We did that with AB 1175 with the licensing. So looking at, you know, what do we need today to be more flexible for those that are coming into the profession? It’s different. And that was one piece. And when we think about really trust is at the heart of the profession, integrity, how do we make sure that we maintain that and still move forward? And just an interesting statistic I saw the other day, I don’t know if you followed the Edelman trust barometer. So that’s out there and it’s measures like 33,000 individuals, 28 countries, but it said trust is at the heart really of, you know, what people are thinking about and what’s on the top of their mind. And so we need to make sure that as our profession at the heart of trust and public protection, we need to make sure that we keep that core, but yet continue to modernize so that we can be relevant going forward. And that’s licensing. It’s looking at CPE now. So there’s a lot of different pieces to that, but I really have to maintain that, that trust because that’s a lot of people, it’s businesses, business communities, it’s really top of mind for them. How do they make sure, and the market, how do we make sure that it’s trustworthy and we can invest in it, right? And you get that from a wealth management perspective.
[00:03:24] Rory Henry: Yeah, of course. And, you know, speaking of top of mind, you know, the profession has been sounding the alarm about the shortage of CPAs. I know there’s been task force and people trying to address this problem. You know, what do you see as kind of the best avenues for us to get more folks excited and engaged in the profession?
[00:03:42] Denise LeDuc Froemming: I mean, the first thing I would say, and it would be my ask of everyone who’s listening out there is please tell your story and not the story that you walk 10 miles up a hill in the snow, but the story that you work hard, but you play hard too, and can golf and do some of the things that you want to do and have flexibility in your life. And I think that’s a story sometimes we forget to tell. So I would say, tell the story, but they also, we talk a lot about what CPAs do, but we talk a lot about it from a tax and audit perspective, right? I mean, how many times have you heard when I, a lot of times when I tell someone I’m a CPA, they’re like, can you do my taxes?
[00:04:23] Rory Henry: Right. Can you do my taxes?
[00:04:24] Denise LeDuc Froemming: Can you crunch my numbers? I can’t do them because I don’t do my own. So I have someone else do them, right? It’s not my specialty. So I think another piece is, you know, tell what you do and that this was a door that was an opening for you to do many other things. And there’s forensic, right? There’s opportunities to work with wealth managers. There’s so many opportunities to be independent entrepreneurs, but that story really has to get out there for students and young professionals.
[00:04:56] Rory Henry: Yeah. Is it because it’s such a broad term, the accounting profession or CPA? You know, when you think of doctors, you have, you know, a pediatrician, you know, you have surgeons, you know, you have orthopedics. Is it because we really haven’t dived in and created messaging for the different types of accounting professionals or CPAs out there?
[00:05:16] Denise LeDuc Froemming: I mean, it’s interesting you bring that up. I just saw a post on that this last week, and it was the same thing. It’s like, how come, you know, you don’t go to a pediatrician to, you know, get your, if you have a heart issue, you go, right, you know where to go. And they’ve done a good job at distinguishing, right, some of those specialties within the different disciplines. And we probably need to do a better job of that, of saying, here’s really what this specific area or sector does based on their skills and competencies and so forth. So it’s something that from a messaging standpoint, we really need to look at, I think, more earnestly going forward.
[00:05:58] Rory Henry: Yeah. And I know, speaking about earnestly going forward, that the private equity involvement in this space is obviously on billboards within the profession. I’d love to have you touch on how firms can kind of think about tapping into capital and growing, but without compromising, you know, independence, ethics, and client trust. What’s a great way to kind of think about taking on outside capital?
[00:06:28] Denise LeDuc Froemming: You know, that’s top of mind, right? And I just want to remind everybody, and you know this very better than anyone probably is, you know, alternative practice structures, that private equity, that isn’t new to the profession. When you think about BACs, and you think about CBIS, all that, it’s been around. And so it’s not new, but the pace right now is faster than ever. And you know, it’s not a bad thing as firms need capital, as firms need some more consistencies and ways to scale. Private equity is allowing that to happen. I would say what we don’t want to get to is where people say, well, this is good or bad. It’s not. It’s just different ways, right, to look at your firm and to, you know, manage and scale going forward. Some of our firms are staying very independent and using different merger and acquisition models. Some are using PE. And I would suggest down the road, there’s, we’ve heard tech firms are looking at investing in firms, right? So I would say it’s just different ways that firms are using from a growth perspective. And what we need to do from a profession perspective is have our standards and our practices keep up with that, the pace. And it really hasn’t. So we’re doing much more to look at that through the peak committee from AICPA. We’ve put together a alternative practice advisory group of different firm leaders to say, what does this look like and how do we make sure we continue to have public protection and trust within the space?
[00:08:05] Rory Henry: So that’s an important piece. Yeah. Well, you know, speaking of pace, that obviously kind of probably leads us into the change with technology and AI. I mean, we’re seeing just a rapid change in not only the accounting profession, but, you know, life is, we know it really, and, you know, Anthropic coming in here and, you know, a lot of the stocks, this is an investment advice, but a lot of the stocks, you know, being affected by what Anthropic’s doing, can you kind of talk about maybe AI automation and how CPA should be thinking about it and some of the skills that they may have to develop to make sure that they are indispensable to their clients?
[00:08:46] Denise LeDuc Froemming: You know, I mean, you probably hear it all the time too, where we’re hearing from young professionals, they’re nervous, right? Anxious about, am I going to have a job down the road? And yes, it’s going to augment, right? It’s supposed to augment what you do. And I heard, I was listening to a podcast this week and they were saying on there, I mean, I think when people say it’s a tool, I don’t know if that’s necessarily accurate because I think it’s a team member. It can be a partner, right? As you think about agents, you think about a system, more of what you’re doing. It’s not just one piece that plugs in, but it’s more how you work. And I think that’s an opportunity for us to look at how we augment what we do from an audit perspective, what we do from the tax perspective and take some of that drudgery work out and provide more of our skills from, and you too, from a relationship standpoint and the human element. So we’re able to consolidate faster, right? Research faster, look at where there’s connections, but from the human element, how do we integrate more of that into what we’re doing and continue to lean into the skills that we have relationship wise in some of the connecting the dots. So I think it’s a great opportunity. I think we all need it, but please lean into it, everyone. Stay, stay. I was just going to say lean in, but know there has to be some governance.
[00:10:16] Rory Henry: Yes. Right. With structure there. Well, speaking of leaning in, can you give some ways in which you’re helping practitioners lean into the relationship side of things? I know forever and ever, people hang their hat on their expertise, that technical advice is something that the profession has been known for. But as I advocate for, we talked about on your podcast, I believe that it’s the relationship aspects, that human side of advice that is going to be the differentiator here moving forward as AI takes on more and more of the manual work or the grunt work here, it’s going to be that person that you trust that can help guide you to make better business decisions, personal finance decisions, and ultimately life decisions to improve your overall wellbeing.
[00:11:01] Denise LeDuc Froemming: I think the more we can provide community for everyone, it just goes a long ways as far as helping everyone stay relevant. And it’s being able to have those conversations from a peer to peer standpoint. It’s also being able to help each other elevate as people look for positions or as they look for, I mean, you think about the ability to be coordinating across all different disciplines like, oh, I have this issue, I’m going to call, you can call Rory and you can get information and he can help you here. I think that piece is so important as we provide kind of that home of what does it look like for a business professional? And I was on, there was a panel at the AICPA, I think it’s the Accounting Growth Forum. And we were talking about the future and what does that look like? And that you think about a medical home, but how do you bring together those individuals that are leaders and provide the opportunity and the solution for business leaders? It is through that and the relationships in the community that you build. So I think that’s the piece where we’re leaning into and providing more of those opportunities for solution driven conversations, looking at vetting new solutions from a tech standpoint, hear a lot about tech stacks and people need more information on that. So I really think it’s the community to be able to help build those relationships, which is going to be key going forward.
[00:12:35] Rory Henry: Well, speaking of community, I know that you are rolling out something for the CalCPA and technology wise to bring community together. Can you maybe talk about that initiative and what you’re doing to get more members involved in working together?
[00:12:48] Denise LeDuc Froemming: Yeah, thank you, Rory. You’re really on top of things. I’m so impressed. I’m always impressed. So we are, we’re rolling out a new community driven kind of framework. Part of that is an app that we’re developing. And it’s really with the ability for, that’s what you’re talking about, right? Yeah. It’s really with the ability for you to engage and have more meetups. So easy ways for you to integrate with individuals and meet up in a smaller, hyper localized area. That could be something from having a beach cleanup or going on a hike or just coming together and having a conversation. So the meetups, also looking at signature events that we continue to have, but what’s going to be kind of cool about it is you’ll be able to look at where there’s events, who’s coming to the event. So we’ve heard from a number of individuals, maybe I want to carpool with someone, I can do it this way. I also want to be able to see who’s coming. So I don’t feel like I’m walking into a room all alone, so I can have kind of a heads up. And then also an opportunity for us to kind of go up or down with how was the event? Was it great? I got 10 thumbs up and also for super hosts. So ability for someone to say, Oh, I’ve had five really good events. I’m a super host now. So that’ll be like a little badge in the system. So it’s kind of cool. It’s going to be very interactive and build on the community as we move forward.
[00:14:19] Rory Henry: So thanks for bringing that up. Yeah, because I believe, you know, in this world of AI, Denise, it is the human interaction. I know when we first met, I loved your energy and the fact that we get to meet face to face. You know, people are yearning for that in this digital world, this hyper digital world. It’s I think the human interaction, the face to face interaction is a superpower. And I know folks who are like minded that get together, that’s when the real magic happens.
[00:14:48] Denise LeDuc Froemming: It is. And in that space, too, I could feel the energy and what you were doing was so creative, that that’s how it just all sparked, right. And it’s, it’s that ability to be able to do that, but not have to drive because I know for that event, everybody drove pretty far. So it’s not having to drive two hours, right in LA traffic, or San Francisco, it’s being able to kind of pull together that community with less, I don’t want to say effort, but less, more ease, I would say more ease.
[00:15:18] Rory Henry: Yeah. I love it. Well, yeah, let’s, let’s shift topics a little bit here, because I know you touched on it a little bit. But you know, college students out there, they’re weighing the options of, you know, accounting, finance, going to entrepreneurship or getting into tech, although tech has probably taken a hit here with AI and ability to code. Can you talk about maybe why you believe accounting should win out for those college students looking to, you know, find a career, you know, pathway?
[00:15:49] Denise LeDuc Froemming: Yeah, I think it’s a it’s a great foundation, right? Because it allows you no matter what you go into, to really understand the foundation and fundamentals, right of accounting and finance, because they both go hand in hand, I have both kind of degrees. So there’s definitely an opportunity from a fund foundational standpoint, also opening doors to different areas and different opportunities down the road. So I think there’s a fundamental there. And even I would say to anyone, if you if you don’t do accounting as such as a degree, take an accounting course, because I think the financial literacy just literacy, right? Yeah, so important. So important. And I, I always say, you know, I’m a nerd, I will say I’m proud, I’m a nerd. But I, I did give my son when he graduated from college, I said, Listen, you’ve got to make this work. And here’s a spreadsheet. Yeah, this is how much you’re going to make.
[00:16:46] Rory Henry: And this is how much you need to save.
[00:16:48] Denise LeDuc Froemming: So I truly believe that it’s, it’s important, it’s a fundamental. And there’s, like we said before, there’s forensics, there’s text, there’s audit, there’s entry, we have so many entrepreneurs, if you look out there, the people that start as CPA, some of them are, there’s, there’s a gentleman out there that don’t remember his name, but he is a DJ out there.
[00:17:09] Rory Henry: So he was on summit, john summit, he’s releasing his new album on April 15. He’s probably one of the most famous DJs out there. He’s really leaning into the accounting angle, because he worked at one of the big four.
[00:17:21] Denise LeDuc Froemming: Yeah, he why I think he released something on April 15, or he’s going to write one, too. Yeah, he’s gonna release his album on April 15. Yes.
[00:17:28] Rory Henry: So that’s if anybody listening, I’ve actually reached out to john summits representatives, I do want to get him on the podcast to talk about his.
[00:17:36] Denise LeDuc Froemming: We will push that if you get that on. That’s pretty great. But you think about there’s a number of CPAs like that. And so there’s something within, I think it’s maybe the analytical piece. There’s something about the professional skepticism that allows people I think sometimes to just do things in a in a different way. So I think there’s a lot of opportunities. Of course, there’s opportunities everywhere. I would say to to all the young professionals, it and tech is really, really important. So you need to lean into that.
[00:18:08] Rory Henry: Yeah. Well, speaking of opportunities, I think, as you and I both know, there’s a lot of opportunities in the profession. Can you maybe talk about some of the misconceptions about the the profession that you may want to dispel?
[00:18:20] Denise LeDuc Froemming: I mean, I would say first that we all do tax and audit not true. Certainly that we’re boring. I think that’s something that should be dispelled because a lot of people say, oh, you’re funny or interesting. Are you sure you’re accountant? So I think that’s a piece because there’s we did a campaign CPA and so I’m a CPA and I love to be a race car driver. I, you know, love to hike or I love to do that with John Garrett. So John Garrett, and we’re going to have him like, oh, I shouldn’t say this, but maybe at our summit, we’re thinking, I’m Garrett, but he has the book.
[00:18:56] Rory Henry: What’s your and.
[00:18:57] Denise LeDuc Froemming: Yeah. Right. And we did it separately. So we did this like two or three years ago. Then I met John and I’m like, John, you’re so awesome. You’re so funny. But I think it’s important that we all know and bring to whatever we do our whole self and not just what we do professionally. And there’s a lot of CPAs out there that have a lot of different interests. Like he’s so funny and he’s right. Was a standup comedian. I know a number of CPAs that, and they’re actually partners that do stand up. Yeah. So I think that’s something I would love to dispel.
[00:19:34] Rory Henry: We’re not boring. We’re not boring. I love it. I love it. All right. Well, what’s okay. Let me ask you this then, because I got you on the hot seat here, Denise, what’s one bold move you believe you believe the profession should make here. If you actually had control over the profession here, what’s one bold move that you would make? Gosh, one bold move.
[00:19:54] Rory Henry: Put you on the hot seat.
[00:19:56] Denise LeDuc Froemming: Yeah.
[00:19:56] Denise LeDuc Froemming: Um, I think I would be more bolder on, I mean, definitely our messaging that’s out there, but I would say also on some of the, um, kind of education that we’re doing or, um, some of the stakeholder connections that we have and maybe lean more into the, um, the business side and more definitely, uh, more on the strategic side. So taking more, um, steps that were uncomfortable in, that’s what I think sometimes we’re too comfortable. So I would say be uncomfortable and that’s not, that’s contrary to who we are.
[00:20:38] Rory Henry: Yeah, I know. Yes. Um, many folks out there, it’s look, it’s a great, consistent, uh, business, you know, people have a Sally mentality, unfortunately. Um, and, uh, but I do think there is opportunity to do some branding there. I know for the CFP, they’ve done a good job and saying, it’s gotta be a CFP campaign. I think there should be something catchy here that we can do. Maybe the AICPA and maybe yourself, Denise need to get John Summit, the DJ here to do some kind of campaign, uh, to help get people like branding or messaging, uh, a way to make it more attractive.
[00:21:15] Denise LeDuc Froemming: I think so. I do. Do you know Drew Carrick?
[00:21:17] Denise LeDuc Froemming: You probably do.
[00:21:18] Rory Henry: Yeah.
[00:21:18] Denise LeDuc Froemming: True. I know Drew. Yes. Yeah. He was our, um, MC at our last summit, but he was the wrapping CPA. But I, I do think it’s, it’s leaning into some more of that, that, um, would be helpful.
[00:21:30] Rory Henry: Yeah. Yeah. Um, awesome. Awesome. All right. So let’s, let’s really go into, uh, the wealth advisory CPA connection here. Obviously, you know, something that I’m passionate about, uh, the return on relationship. I believe, uh, the CPA, the account professional is that person that is in essence, a de facto family office. They may just not be monetizing it. Can you maybe talk about the power of both of these professions working together to really provide for the holistic needs of a client?
[00:21:57] Denise LeDuc Froemming: Yeah. No, I think there’s a coordinated effort there that definitely is, um, can be a value to, to the business community and all those, uh, out there. It’s, it’s an opportunity to really use both sides, right? Because the CPA, um, has some of the connections, right? Um, they understand the financial perspective really from end to end, especially with the family offices like you all deal with as well. And so that connection and that opportunity to look at, um, really investments and the overall portfolio and where someone is going from, you know, it’s really cradle to grave.
[00:22:34] Rory Henry: And I hate to say that, but it is true. From womb to tomb.
[00:22:37] Denise LeDuc Froemming: Ron Baker likes to say, yeah, he does like to say that. And so, um, just working together, I think is such an opportunity, right. For both sides and for the business community and the families that are out there because it allows, um, really having the best of both worlds.
[00:22:53] Rory Henry: Yeah. How do we get more people involved in this methodology? Because, you know, I’ve been fighting the fight for a bit here and I think that, um, you know, folks have been slow to adopt, uh, but they are the ones that are working earliest on in those financial journeys with clients. I know the financial planning world has kind of taken on the badge of being the holistic financial planner, but I don’t see why the CPA and accounting world can’t be taking on that badge as well and starting that holistic financial planning process because, you know, business planning flows into personal financial planning and everybody should have a holistic financial plan. Can you give me, talk about how we get more people to take a mindset of, yeah, I should be helping my clients with a personal financial plan.
[00:23:35] Denise LeDuc Froemming: I think it’s definitely from an awareness standpoint as we move forward. And, you know, we’ve talked to many of the young professionals and there’s a number of them that want to be entrepreneurs and that kind of connects right into this, this world as well. But it’s really, the message has to be, there’s so much more you can do. And this is a very viable avenue. And I think when you think about the future and the human element and the relationship, this is, is key to that, but it’s, it’s awareness and we have to be hammering more on the awareness standpoint and I know the PFPs and they’ve been working with, with, with you and the wealth managers, but it’s really important. And they’ve been saying too, how do we get more people into this? Because we have a gap here and it’s the awareness. I don’t know if you have other ideas. I think it’s just.
[00:24:22] Rory Henry: Well, I’m doing a TV show.
[00:24:23] Denise LeDuc Froemming: That’s why I’m trying to get everyone has to tune into that.
[00:24:28] Rory Henry: I think I talked to the group there, Denise, and it seems like almost to a T everybody who does personal financial planning, they don’t really go back to, you know, the way it was before they take on that and have a great, you know, practice and do the great business advisory or the tax work. But then they layer that on the personal financial planning and you know, they don’t go back to the way it used to be. So, you know, it’s I think it’s honest. You’re right to kind of get awareness out there and messaging to talk about how wonderful and rewarding it is to have that type of practice.
[00:25:02] Denise LeDuc Froemming: It is. And I think about myself when I type like, oh, just talk to the financial advisor and the CP like, just you guys talk and leave me out of it. Right. Because I, I know then it’s going to be done. Right. And so there’s such power to that. If you silo it and you don’t have that full holistic plan, you’re really missing.
[00:25:22] Rory Henry: Yeah. I love it. I love it. Awesome. All right. Denise, this has been great. Is there anything that I didn’t ask you about that you want to share with our audience?
[00:25:31] Denise LeDuc Froemming: No, I would just say, you know, please everyone lean into being bold, uncomfortable, and then be on the lookout for Rory’s TV show that’s coming out.
[00:25:41] Rory Henry: That’d be pretty cool. I love it. Denise, you’re my hype person.
[00:25:44] Denise LeDuc Froemming: I got to hire you. Sure. I’m happy to do that from midnight to three.
[00:25:49] Rory Henry: All right. Awesome. If anybody wants to reach out to you or learn more about what you’re doing, what’s the best way to do so?
[00:25:56] Denise LeDuc Froemming: Do so on LinkedIn, Denise LaDuke Freming. And then you can email me as well, denise.freming at calcpa.org. Love to hear from you.
[00:26:04] Disclaimer: Thank you, Rory.