VIRTUAL CFO

Build a CAS Practice that Works | It’s Not Just the Numbers

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The debut episode reveals why half-built CAS divisions fail and what to do instead – Plus 12 key takeaways! 

This is a preview. The complete 1-hour video episode, with commentary and transcript, is first available exclusively to PRO Members | Go PRO here
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by Penny Breslin and Damien Greathead – See Today’s Special Offer

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It’s Not Just the Numbers
With Penny Breslin and Damien Greathead
For CPA Trendlines

In the inaugural episode of It’s Not Just the Numbers, hosts Penny Breslin and Damien Greathead deliver a candid, experience-driven conversation aimed at accounting and bookkeeping firm owners seeking to move beyond compliance work and grow successful Client Accounting and Advisory Services (CAS) practices.

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The duo, who have worked together for over two decades, including hosting one of the first CAS workshops in 2013, are well-known voices in the evolution of cloud-based accounting and outsourced advisory services. Their show—named after their 2019 book—digs into the practical, strategic, and often messy realities of transitioning to advisory work. And for Breslin and Greathead, the key message is clear: building a sustainable CAS practice starts with intentionality.

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AI Is Not Your Enemy; Here’s Why

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Clients will always need context.

By Penny Breslin
It’s Not Just the Numbers

In 1994, in a small hotel meeting room in Colorado Springs, 50 accounting firms were up in arms when the presenter mentioned QuickBooks. They shouted angry comments: “QuickBooks is destroying my business.” “They want to take my clients.” “They are giving people a false sense of security with their commercials that say, ‘If you can write a check, you can do QuickBooks.’”

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The presenter was nervous and asked me what he was to do. I said I use QuickBooks for your company, and I have no idea what I am doing, and I could use an accountant to teach me.

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Automation Is Key to Accounting

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Humans remain best for critical thinking.

By Jody Grunden
Building the Virtual CFO Firm in the Cloud

There’s no doubt that advancements in technology are changing the world, and the accounting industry is no exception. Technology is making us more productive, more efficient and more connected.

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On the flip side, it’s also taking over some of our jobs. This is a reality in the accounting industry that we cannot ignore. Technology is driving major changes for the future of the accounting world. We need to be aware of what’s happening and take strategic steps to advance along with these changes. Otherwise, we are going to be left in the dust.
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Big Four Vets Launch $300M PE-Backed, AI-Powered CFO Advisory Firm

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Born for scale, built to sell, and run like a tech company.

Unity Advisory: Ex-PwC UK Managing Partner Marissa Thomas and former EY UK Chair Steve Varley.

By CPA Trendlines Research

A new $300 million entrant is challenging the Big Four’s lock on Fortune 500 advisory—and it may be the next big thing.

MORE Private Equity in Accounting | Private Equity Update: 52 Deals, $28 Billion | Xero Buys Melio for $3 Billion in Race for ‘The Active GL’ | Brannon Poe: PE Drives Prices–And Change | Accounting Influencers | Behind Sorren’s Roll-Up: $170 Million, 1,000 Employees, 85 Partners

Unity Advisory, a London-based firm launched by former EY UK chair Steve Varley and ex-PwC UK managing partner Marissa Thomas, is taking direct aim at the CFO suite with a venture capital mindset, AI at its core, and no legacy constraints.

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You, a Virtual CFO? Why Not?

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Accountants are perfect for the role and CAS helps drive up the demand.

By Hitendra Patil
Client Accounting Services: The Definitive Success Guide

Tom, a CPA, has always been a curious person. For over 15 years, his tax “practice” was doing well. During the tax season, he had no time to think. But, oblivious to himself, with each tax return, he was depositing new questions in his subconscious.

He is now a shared CFO of 12 companies. But he took up the CFO work accidentally.

How?

MORE: Who Is Ready for Client Accounting Services? | Wants? Needs? CAS Helps Fill Both | Automation Can Be Exciting in Client Accounting Services | Eight Steps for Better Client Accounting Services | Do You Have the Client Accounting Services Mindset? | Four Ingredients to Your CAS ‘Why’ | CAS Clients Are ‘Stickier’
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Tom believed that it was his thinking power – armed with the CPA education, years of experience, and knowing which tools to use effectively to produce the impeccable tax returns – that could help him make a meaningful positive difference to clients’ businesses, and hence lives.
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