The Ambitious Bookkeeper Podcast

Alyssa and I are back, and this time we actually hit record (lesson learned from last year, ha). We just closed year two of the State of the Virtual Bookkeeping and Accounting Industry survey, and we sat down to dig into the data together in real time. This isn't a polished, buttoned-up report read. This is the two of us cross-referencing the numbers live, reacting to what surprised us, and pulling out the patterns that actually matter for your firm. We get into the real differences between solo operators and firms with six-plus team members, where the money actually lands, how much owners are really working, and the truth about AI that nobody wants to say out loud. Real talk, some of these numbers gave me pause, and a few of them are going to challenge what you think is possible in your own business. Grab the free PDF report and follow along.

In this episode you’ll hear:

• The revenue ceiling for solo firm owners
• The honest truth about AI in our industry
• Why so many of you are still pricing way too low
• What your minimum fee should actually look like
• The surprising connection between being the household breadwinner and how hard you push your firm
• What the data says about working hours and profit margins at every revenue level

Resources mentioned in this episode:

• State of the Virtual Bookkeeping and Accounting Industry Survey (free PDF report) at: https://www.ambitiousbookkeeper.com/survey or https://www.workflowqueen.com/survey
• Elevate: https://www.ambitiousbookkeeper.com/elevate
• Advisory Edge: https://www.ambitiousbookkeeper.com/offers/j9hM5s4e/checkout
• Breakthrough: https://serenashoup.krtra.com/t/IKUxtNZoz7lF
• Xero: https://xeroamericas.partnerlinks.io/79afz10exu7d

Connect with Alyssa

🌐 Website: https://www.workflowqueen.com

📱 IG: https://www.instagram.com/workflowqueen

🎙️ Podcast: https://podcasts.apple.com/us/podcast/conquering-workflows-systems-for-bookkeepers-accountants/id1576274369?i=1000529139554

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow the Blog: https://www.ambitiousbookkeeper.com/blog
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

I'm joined in person by my biz bestie Alyssa Lang of Workflow Queen, and we are SO pumped to talk about the return of the Virtual Bookkeeper Industry Survey round two, baby! We're going bigger, better, and more intentional this time around, with a goal of 2,500 responses, a charity donation tied to Make-A-Wish Foundation, and a brand new interactive data bot that lets you dig into the results yourself. Oh, and we may have gone down a rabbit hole or two about AI, pricing, and what it actually means for running a boutique firm. You're welcome.

In this episode you’ll hear:

• A breakdown of the survey format, what questions changed from last year, how this data compounds over time, and why your honest answers help the whole industry
• How AI should actually be affecting your pricing
• How people are (and aren't) implementing AI in their firms, and the offshoring and automation data we're dying to dig into
• The trust recession around AI, what it means for your client relationships

Resources mentioned in this episode:

• TAKE the Survey: https://www.ambitiousbookkeeper.com/survey
• Or take it Here: https://www.workflowqueen.com/survey
• Last Year’s Results: https://youtu.be/L0nwFo5A7xM

Connect with Alyssa

🌐 Website: workflowqueen.com

📱 IG: @workflowqueen

🎙️ Podcast: Conquering Workflows & Systems with the Workflow Queen

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow the Blog: https://www.ambitiousbookkeeper.com/blog
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

This episode is a replay of my April 2026 live Q&A, and we cover a ton of ground that I know so many of you are dealing with right now.

Whether you're just starting out and trying to figure out where to even begin with automation, or you're in the thick of building a team and wondering why delegating feels harder than just doing it yourself, this one's for you. We also get into some juicy topics like QBO Payroll versus Gusto, how to handle S-Corp clients who are flying under the radar on reasonable salary, and what to do when a competitor is trying to tank your reputation online.

In this episode you’ll hear:

• The very first thing I recommend automating in your bookkeeping practice
• How to confidently ask a prospective client for access to their books
• QBO Payroll versus Gusto
• How to advise S-Corp clients on taking a reasonable salary

Resources mentioned in this episode:

• Elevate: https://www.ambitiousbookkeeper.com/elevate
• The Bookkeeping Business Accelerator: https://www.ambitiousbookkeeper.com/bba
• Emailing List: ambitiousbookkeeper.com/subscribe
• Dubsado (free audio series): https://www.ambitiousbookkeeper.com/dubsado
• Dubsado (affiliate link): https://www.dubsado.com/?c=shoupcpa
• Dubsado Decoded: https://kendracourtney.com/dubsado-decoded/
• Breakthrough by Workflow Queen: https://serenashoup.krtra.com/t/IKUxtNZoz7lF
• YouTube: "Is It Time to Move My Clients to Xero?"
• Xero Partner Program (affiliate link): https://xeroamericas.partnerlinks.io/79afz10exu7d
• Gusto (affiliate link): https://gusto.com/partners/i/serena591

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow me on YouTube: https://www.youtube.com/@ambitiousbookkeeper
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

This episode is a behind-the-scenes conversation with Max Emory.

We get into the nitty gritty of what it actually takes to serve REI clients, how he built his team, the new community he's launching for bookkeepers who want to level up their marketing and sales game, and how he manages it all with two boys under two at home.

In this episode you’ll hear:

• Why real estate investing is one of the most complex niches a bookkeeper can serve
• How overcomplicated entity structures are hurting real estate investors
• The behind-the-scenes of Time Capital University and GoPro Bookkeeping community
• How Max runs a lean, profitable firm with strong boundaries around his time

Resources mentioned in this episode:

• Bookkeeper Launch: https://bookkeepers.com/bookkeeper-launch/*
• Skool Community: https://www.skool.com/bookkeeping-for-rei/about*
• Nuts and Bolts Course - Max's REI bookkeeping training course inside his Skool community
• Multi Six Figure Bookkeeper Playbook - also inside the Skool community
• Spark Email App
• Loom
• Xero
• Rich Dad Poor Dad by Robert Kiyosaki
• 10x Is Easier Than 2x by Dan Sullivan and Dr. Benjamin Hardy

Meet Max Emory

Max Emory is the founder of Time Capital Bookkeeping and Time Capital University, a bookkeeper-turned-real-estate-expert who went from Marine Corps officer and mechanical engineer to building a thriving virtual bookkeeping firm that specializes in real estate investors and he has two boys under two at home!

Connect with Max Emory

• Linkedin: https://www.linkedin.com/in/millionairebookkeeper/
• Time Capital Bookkeeping : https://www.timecapitalbcs.com/
• Time Capital University: https://www.timecapitaluniversity.com/

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow the Blog: https://www.ambitiousbookkeeper.com/blog
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

Get all the info and join before Midnight Pacific Time on May 9, 2026:

https://www.ambitiousbookkeeper.com/elevate/?coupon_code=REVAMP

In today’s episode, I’m sitting down with Joe Woodard—founder of Scaling New Heights—and we’re diving into what’s really happening in the accounting industry right now.

We talk about:

• Why the ‘AI hype vs denial’ debate is missing the point
• What tasks you should actually be handing off to AI
• Why moving off hourly pricing isn’t enough anymore
• And how to position yourself so clients see you as indispensable
• how to make sure your pricing model matches your vision and goals

Resources mentioned in this episode:

• Scaling New Heights 2026: https://www.woodard.com/scaling-new-heights-2026
• Woodard coaching program (for firms approaching $1M+)
• Xero / JAX feature (beta)
• Anthropic / Claude
• ChatGPT / OpenAI
• Microsoft Copilot

Meet Joe Woodard

Joe Woodard is the CEO of Woodard®, a company that empowers accountants and business advisors through education, coaching, resources, and consulting services, with a particular focus on Client Advisory Services (CAS). Woodard equips professionals to modernize their practices, optimize accounting software, and expand their reach.

Joe has trained over 150,000 professionals, is a published author, and hosts the Scaling New Heights® conference. He has been recognized by Accounting Today as one of the Top 100 Most Influential People in accounting since 2014. Joe also publishes The Woodard Report™, which reaches over 100,000 readers annually.

Connect with Joe Woodard

🌐 Website: https://www.woodard.com

👥 Linkedin: https://www.linkedin.com/in/realjoewoodard/

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow the Blog: https://www.ambitiousbookkeeper.com/blog
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

some links are affiliate links

In this episode, I'm sharing our March live Q&A where I answered rapid-fire questions about running a bookkeeping firm. If you've ever wondered how to manage a shared team inbox without micromanaging, what to do with merchant clearing account balances at year end, or how to navigate a CPA non-compete, this one's for you.

In this episode you’ll hear:

• How to manage a shared team inbox
• What to do with merchant clearing account balances at year end
• Why building a 100% virtual client base can actually be easier than going local

Resources mentioned in this episode:

• Xero**:https://xeroamericas.partnerlinks.io/79afz10exu7d

For experienced bookkeepers & accountants:

Learn how to start your bookkeeping business in The Bookkeeping Business Accelerator® >>

Grab my FREE Start your Bookkeeping Biz Checklist >>

Grab my FREE New Client Onboarding Templates >>

For new bookkeepers:

Learn the fundamental accounting skills in Katie Ferro's Become a Bookkeeper** >>

For creators:

Become a client at my firm, Of Course Financial >> https://hello.dubsado.com/public/form/view/69b0bd05819ab2af03e9b73f

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit my website: ambitiousbookkeeper.com
• Subscribe to my Newsletter ambitiousbookkeeper.com/blog
• Connect on Instagram: instagram.com/ambitiousbookkeeper
• Connect on Threads: threads.net/@ambitiousbookkeeper

Podcast Publishing Tools we use:

• Podcast Editing: Sabr Media LLC
• Descript**
• Buzzsprout**

AFFILIATE DISCLAIMER

We participate in affiliate marketing programs, which means we may earn a commission from purchases made through the links above. However, our recommendations are based on our own research and expertise, and your trust is our priority.

Stop letting your calendar run your life! In this episode, Serena dives into the brand-new Dubsado 3.0 (Beta) to show you how to protect your time and professionalize your client onboarding. Whether you’re a bookkeeper, accountant, or small business owner, learning how to automate the "back-and-forth" of scheduling is the fastest way to reclaim your sanity.

In this episode, you’ll learn:

• The Power of the Scheduler: How to use the new 3.0 interface to set up custom meeting types with automatic Zoom or Google Meet links.
• Protecting Your Energy: Using buffer times and booking maximums so you never feel "back-to-back" again.
• Qualifying Leads: How to attach intake questionnaires to your booking link to ensure you have all the info you need before the call starts.
• Paid Discovery Calls: A simple trick to prevent "ghosting" and ensure potential clients are serious about working with you.
• The "New Client Guide" Strategy: Why redirecting clients to a custom thank-you page or Canva guide after they book can set the stage for a premium experience.

Resources Mentioned:

• Dubsado* dubsado.com/?c=shoupcpa
• Watch the Full Tutorial: See the new 3.0 interface in action over at https://youtu.be/zQoyrql1k6k
• Dubsado Decoded: Our signature course co-created with Dubsado Specialist Kendra Courtney. Get your firm's proposals, contracts, and workflows set up correctly the first time. dubsadodecoded.com
• Free Audio Series: Want more tips on streamlining your bookkeeping business? Listen to our free series here: ambitiousbookkeeper.com/ddpodcast
• Dubsado Decoded for Bookkeepers & Accountants: dubsadodecoded.com

*Affiliate link

I've been getting this question for years, and since I'm now on YouTube and Xero keeps rolling out new features, it was time to give this topic a serious refresh. In this episode, I'm breaking down all the reasons why I am a hundred percent Xero firm and why I genuinely love this software. This is not sponsored (but yes, please use my affiliate link!). I'm just a bookkeeper who has seen what a mess the alternative can create, and I want you to understand what you could have instead.

In this episode you’ll hear:

• Why Xero's security and data integrity controls make it the smarter choice over QBO
• How Xero's reporting structure saves us massive time across our entire client roster
• The efficiency tools and automations that let us simplify pricing and serve high-volume clients without penalty
• The invoicing features and included extras that QBO actually charges you for (yes, really)

Resources mentioned in this episode:

• Xero Partner Program (Affiliate Link): https://xeroamericas.partnerlinks.io/79afz10exu7d
• Relay Banking (Affiliate Link): https://relayfi.com?referralcode=ShoupCPA
• GoCardless (Affiliate Link): https://manage.gocardless.com/refer/us/serena/ygvg9o-amz

Videos linked in this episode:

• Xero | Modifying Chart of Accounts: https://youtu.be/NHZLjYx2FQw
• Xero | Reconcile Bank Accounts Pt 1: Match, Create, Transfer: https://youtu.be/D9CYOuAydac
• Xero | Reconcile Bank Accounts Pt2: Reconcile Period: https://youtu.be/5fnwMC_QUo0
• Hubdoc | Audit-Proof Your Business: https://youtu.be/vzSrPZOSJ3o

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow me on YouTube: https://www.youtube.com/@ambitiousbookkeeper
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa

Thank you for your support of our show. If you haven’t left a review yet it’s super simple. Please go to ambitiousbookkeeper.com/podcast and leave your review.

Podcast Publishing Tools we use:

• Editing → Sabr Media LLC: https://www.iangilliam.com/sabr-media-llc
• Descript: https://get.descript.com/u7lubkx09073 (affiliate link)
• Buzzsprout: https://www.buzzsprout.com/?referrer_id=1753696 (affiliate link)

This is a podcast update & what to expect here on the podcast for the month of April!

Check out this week’s YouTube Video >>

• The New Xero Partner Hub

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me @ambitiousbookkeeper

For more information about the Ambitious Bookkeeper Podcast or interest in our programs or mentoring visit our resources below:

• Visit our website: https://www.ambitiousbookkeeper.com
• Follow me on YouTube: https://www.youtube.com/@ambitiousbookkeeper
• Connect on Instagram: https://www.instagram.com/ambitiousbookkeeper
• Connect on Threads: https://www.threads.net/@ambitiousbookkeeper
• Connect on Facebook: https://www.facebook.com/serenashoupcpa