Millionaire Bookkeeper

What happens when an accounting firm commits to a niche and keeps showing up for nearly a decade?

Thomas Castelli joined Hall CPA in 2017 when the firm had fewer than 10 people. Four years later, he became a partner. Today, Hall CPA has grown to more than 100 people, and Thomas says SEO, podcasting, and referrals have become major sources of new business.

In this episode, Thomas breaks down the marketing engine behind that growth: consistent podcasting, search-driven educational content, YouTube, niche specialization, and eventually building a team around the people creating the content.

But Thomas’s own career follows a similar lesson. Before he had the partner title, he took ownership across advisory, marketing, management, and sales. His advice? Sometimes you have to operate at the next level before you’re given the title, while making sure you’re in an organization that actually recognizes and rewards it.

Thomas and Max also discuss AI’s impact on accounting, why creators need an ecosystem around them, Hall CPA’s acquisition strategy, and why consistency may be one of the most underrated advantages in business.

Want a more consistent system for attracting bookkeeping clients? 👉 Go Pro Bookkeeping

Thank you to our sponsor, Time Capital University:
https://www.timecapitalbcs.com/university

Connect with Thomas Castelli:

Tax Smart REI / Real Estate CPA | https://go.therealestatecpa.com/timecapital

Email | [email protected] 

Instagram | @ThomasCastelliCPA

LinkedIn | @ThomasCastelli 

Resources
Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping
Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI
YouTube | @MillionaireBookkeeper
Instagram | @MillionaireBookkeeper
LinkedIn | @MaxEmory
TikTok | @MillionaireBookkeeper0
Facebook | @theMaxEmory
Bookkeeping Firm | Time Capital Bookkeeping

What if growing your bookkeeping firm didn't mean working more hours?

Craig Hobbs has built Money on the Mend into a lean, 100% remote bookkeeping firm serving roughly 50 client relationships and generating more than $30K in monthly recurring revenue, all while designing his typical workweek around his family and working roughly 15 hours per week (operational time).

In this episode of Millionaire Bookkeeper, Craig joins Max Emory to break down how he went from a 15-year career at Wells Fargo to building his bookkeeping business in less than two and a half years.

They dig into why Craig deliberately keeps his services simple, how referrals and relationships have fueled his growth, why the right second-in-command changed his business, and how losing an $8,300/month client forced him to rethink client concentration and the type of work he accepts.

Craig also shares how he's moving beyond basic AI prompting and connecting AI directly to his workflows to help a smaller team accomplish more.

If you're trying to attract more bookkeeping clients while building a business that doesn't consume your life, join us inside 👉 Go Pro Bookkeeping

Thank you to our sponsor, Time Capital University: https://www.timecapitalbcs.com/university

Connect with Craig Hobbs:
Email | [email protected]
LinkedIn | https://www.linkedin.com/in/craig-hobbs-motm

Resources
Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping
Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI
YouTube | @MillionaireBookkeeper
Instagram | @MillionaireBookkeeper
LinkedIn | @MaxEmory
TikTok | @MillionaireBookkeeper0
Facebook | @theMaxEmory
Bookkeeping Firm | Time Capital Bookkeeping

You don’t need to have every part of your bookkeeping business figured out before you start. Erin Pohan certainly didn’t, and today, Upkeeping is a roughly $250K firm with a team behind it.

If getting clients is the part keeping you from taking that leap, 👉 Go Pro Bookkeeping teaches introverted bookkeepers how to build a client acquisition system without becoming someone they’re not.

In this episode of Millionaire Bookkeeper, Erin joins Max to share the real journey behind building Upkeeping: nervous early sales calls, learning how to price her services, growing a team, navigating burnout, and eventually realizing she was still attached to roughly 80% of the work in her firm.

She also opens up about a roughly $75,000 client issue that forced her to confront perfectionism and build better safeguards into her processes. Instead of pretending successful firm owners never make mistakes, Erin explains what happens when you do—and how you come back stronger.

They also dig into the importance of community, why Erin created Wave Seattle, her experience with e-commerce bookkeeping, and how she has built a business that better supports her family and the life she wants to live.

Thank you to our sponsor, Time Capital University: https://www.timecapitalbcs.com/university

Connect with Erin Pohan:
Upkeeping: http://upkeeping.co/
LinkedIn: https://www.linkedin.com/in/erinpohan/

Resources
Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping
Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI
YouTube | @MillionaireBookkeeper
Instagram | @MillionaireBookkeeper
LinkedIn | @MaxEmory
TikTok | @MillionaireBookkeeper0
Facebook | @theMaxEmory
Bookkeeping Firm | Time Capital Bookkeeping

What if the fastest way to grow your bookkeeping or accounting firm isn’t another marketing funnel, but becoming the firm people actually want to refer?

In this episode of Millionaire Bookkeeper, Max Emory sits down with Chris Barrett, owner and managing director of Midwest CPA. At the time of recording, Chris had built Midwest CPA into a 17-person firm pacing toward approximately $2.5–$3 million in annual revenue, and he says referrals are the firm’s #1 source of new clients.

Chris shares how relationships, reputation, responsiveness, and consistently good work have fueled the firm’s growth. He also explains why networking with other accounting firms can be an overlooked referral strategy: established firms regularly receive opportunities outside their niche or capacity and need trusted professionals to send them to.

But getting referrals is only half the challenge. Chris also breaks down what it takes to maintain that client experience as you scale, including hiring better people, building culture, setting clear expectations, and developing a team that can deliver your standards without you constantly stepping in.

If you’re trying to grow a bookkeeping or accounting business beyond yourself, this episode offers a practical look at building a firm people want to recommend.

Thank you to our sponsor, Time Capital University:
https://www.timecapitalbcs.com/university

Connect with Chris Barrett:

Midwest CPA | https://midwest.cpa/
Email | [email protected]
LinkedIn | https://www.linkedin.com/in/christopher-barrett-cpa/
X | https://x.com/CBarrett_CPA
YouTube | https://www.youtube.com/channel/UC0X_MBK2IOqg79VpMA3kKyQ

Resources

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

Want to simplify your bookkeeping business, land more clients, and build something that can actually scale? Go Pro Bookkeeping can help you do exactly that 👉 Go Pro Bookkeeping

What if scaling your bookkeeping business isn't about adding more, but simplifying what you already have?

In this episode of Millionaire Bookkeeper, Max Emory sits down with Jake Baker, founder of Bookkeeping RE, to unpack how Jake went from mechanical engineer and real estate investor to building a specialized bookkeeping firm serving real estate investors.

Jake shares his three phases of growing a service business: learn the work and create raving-fan clients, learn how to hire and maintain quality through other people, and ultimately build the systems and team that allow the business to operate beyond you.

They also discuss simplifying your service offering, hiring slowly, building CPA and client referral relationships, identifying your highest-leverage activities, and using tools like meeting transcription, Zapier, and AI to improve operations.

Plus, Jake explains why one of his most important productivity strategies has nothing to do with software but is all about prioritizing his health.

Thank you to our sponsor, Time Capital University!

Connect with Jake Baker:

Bookkeeping RE at http://bookkeepingre.com/

Instagram | @jakebaker.re.

Resources:

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

#millionairebookkeeper #maxemory #podcast #bookkeeping #accounting #entrepreneurship #millionairebookkeeperpodcast #bookkeepingpodcast #sharingsecrets #growyourbusiness #businesssuccessstories

What actually creates clients for an accounting firm?

For Matt Bontrager, CPA, the answer has been less about perfecting the brand and more about consistently putting useful information in front of the right people. Matt is the managing partner and co-founder of TrueBooks CPA, and in this episode of Millionaire Bookkeeper, he joins Max Emory to break down the lessons behind building a firm he says has grown to nearly $4 million in annual revenue with a team of 25.

Matt shares how social media became a meaningful source of visibility and leads, why you don't need a massive audience for content to produce business, and how he found some of his earliest clients through direct outreach. 

They also dig into the less glamorous side of growth: wasted marketing dollars, partnership changes, hiring, managing people, capacity problems, and the hard work required after new clients start coming in.

You'll also hear Matt's perspective on personal branding versus company branding, why consistency still matters, how he thinks AI will affect accounting firms, and why slowing down and asking better questions has changed the way he makes business decisions.

If you're building a bookkeeping or accounting firm, the lesson is simple: don't wait until the website, logo, message, or content strategy feels perfect. Start helping people, start creating, start conversations, and stay consistent.

Go Pro Bookkeeping helps bookkeepers turn that same principle into a client-acquisition system designed to help them build and grow their firms.

Thank you to our sponsor, Time Capital University!

Connect with Matt Bontrager, CPA:

True Books CPA | truebookscpa.com

Facebook | @MattBontrager 

Instagram | @MattBontrager 

LinkedIn | @MattBontrager 

YouTube | @MattBontrager 

Resources:

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

Want to land more clients without having to leave your house? We’ve got just the thing for you.  👉 Go Pro Bookkeeping

In this episode of Millionaire Bookkeeper, Joe Woodard shares how he went from studying classical Greek to becoming one of the most influential leaders in the accounting profession and the founder of the legendary Scaling New Heights conference.

Joe reveals why the future belongs to bookkeeping and accounting firms that invest in strong leadership, intentional branding, and systems that allow the business to grow beyond the owner. We discuss building a memorable brand, discovering your "why," delegating outcomes instead of tasks, reducing client concentration risk, and creating a business that can thrive without you doing everything yourself.

We also dive into one of the biggest topics facing the profession today: artificial intelligence. Joe shares practical advice for adopting AI responsibly and protecting client data and explains why the accountants who succeed won't be the ones competing with AI—they'll be the ones using it to become better advisors, coaches, and leaders.

Whether you're building your first bookkeeping firm or leading a growing team, this episode is packed with practical leadership lessons that will help you future-proof your business while staying true to your vision

Thank you to our sponsor, Time Capital University!

Connect with Joe:

Woodard: https://www.woodard.com

Scaling New Heights 2027 – Transcend the Machines

X | @joewoodard

LinkedIn | @RealJoeWoodard

Resources

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

#millionairebookkeeper #maxemory #podcast #bookkeeping #accounting #entrepreneurship #millionairebookkeeperpodcast #bookkeepingpodcast #sharingsecrets #growyourbusiness #businesssuccessstories

Attract & close your ideal bookkeeping clients as an introvert in 90 days 👉 Go Pro Bookkeeping

In this episode of Millionaire Bookkeeper, Kim Kelleher shares how she went from a 10-year career break to raising four kids and co-founding Luma Accounting—a fully remote, women-owned bookkeeping and accounting firm built around flexibility, intentional branding, and delivering the "BEST. EXPERIENCE. EVER."

Kim reveals how a people-first culture, strong partnerships, and a clear mission have helped Luma attract top talent, delight clients, and build a business that stands out in a crowded industry. We discuss creating a memorable brand, hiring for culture, qualifying the right clients, building a remote team, and why "radical candor" has become one of the firm's greatest competitive advantages.

You'll also hear how Kim and her team use creative branding—from Lantern Leaders and Lightkeepers to Glow Sessions—to turn company values into an unforgettable client and employee experience.

Kim also shares the inspiration behind Women+Workplaces, an organization dedicated to connecting women with flexible, part-time career opportunities that fit different seasons of life.

Whether you're launching your bookkeeping business or scaling an established firm, this episode is packed with practical insights on creating a business people love to work for—and clients can't stop referring.

Thank you to our sponsor, Time Capital University! 

Connect with Kim:

Website | Luma Accounting

Website | Women+Workplaces

Email | [email protected]

LinkedIn | @KimKelleher

Resources

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

#millionairebookkeeper #maxemory #podcast #bookkeeping #accounting #entrepreneurship #millionairebookkeeperpodcast #bookkeepingpodcast #sharingsecrets #growyourbusiness #businesssuccessstories

Attract and Close Bookkeeping Clients you LOVE to work with in 90 days...as an Introvert. 👉 Go Pro Bookkeeping

In this episode of Millionaire Bookkeeper, Serena Shoup shares her journey from corporate CPA and single mom to founder of two thriving businesses: Of Course Financial and The Ambitious Bookkeeper.

Serena reveals how intentional business design, strong relationships, and the right mindset helped her build a successful bookkeeping business without sacrificing family, happiness, or freedom. We discuss attracting your first clients, niching down, scaling smartly, creating a positive company culture, and transitioning from bookkeeper to trusted CFO advisor.

She also shares insights from her Elevate program, designed to help bookkeepers develop CFO-level skills, overcome perfectionism, and grow profitable businesses on their own terms.

Whether you're launching your bookkeeping firm or looking to scale, this episode is packed with practical strategies and mindset shifts to help you build a business that supports the life you want.

Thank you to our sponsor, Time Capital University! 

Connect with Serena:

Website | ofcoursebookkeeping.com

Website | ambitiousbookkeeper.com
Offer | Elevate

Email | [email protected]
YouTube, Instagram & Threads: @ambitiousbookkeeper

Resources

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

#millionairebookkeeper #maxemory #podcast #bookkeeping #accounting #entrepreneurship #millionairebookkeeperpodcast #bookkeepingpodcast #sharingsecrets #growyourbusiness #businesssuccessstories

Introducing the Millionaire Bookkeeper Podcast, a bi-weekly show on streaming platforms and YouTube, featuring successful bookkeeping and accounting entrepreneurs who share their biggest wins, losses, and lessons learned to inspire and educate industry peers.

Resources

Get Clients in 90 days as an Introverted Bookkeeper 👉 Go Pro Bookkeeping

Master Bookkeeping for Real Estate Investors (REIs) in 90 days 👉 Bookkeeping for REI

YouTube | @MillionaireBookkeeper

Instagram | @MillionaireBookkeeper

LinkedIn | @MaxEmory

TikTok | @MillionaireBookkeeper0

Facebook | @theMaxEmory

Bookkeeping Firm | Time Capital Bookkeeping

#millionairebookkeeper #maxemory #podcast #bookkeeping #accounting #entrepreneurship #millionairebookkeeperpodcast #bookkeepingpodcast #sharingsecrets #growyourbusiness #businesssuccessstories