Firms that prioritize outcomes over hours are better positioned to innovate, retain clients, and empower teams.

By Rory Henry CFP®, BFA™
For CPA Trendlines

On the latest episode of The Holistic Guide to Wealth Management, Loren Fogelman, founder of Business Success Solutions, and Mike Maksymiw, CPA, Executive Director of Aprio Firm Alliance, share strategies for firm growth, profitability, and sustainability. Their discussion covers value-based pricing, client relationships, team culture, leadership authenticity, and the role of technology in shaping the accounting profession’s future.

Fogelman argues that firms often avoid raising rates out of fear of alienating long-time clients, but that reluctance undervalues their services. She stresses that a structured approach to rate increases allows firms to retain most clients while improving profitability.

The first step, she explains, is identifying which clients are profitable and which ones drain resources. By focusing on “what’s behind the money,” firms can better understand client goals and position themselves as consultants rather than technicians.