Pricing is one of the hardest conversations in the accounting profession, but the problem usually starts before the client ever pushes back. 

Yuri sits down with Carlos Garcia, co-founder of Reframe, to talk about value, confidence, communication, and why so many accountants underprice themselves even when they know they are delivering real results. 

They get into the mindset behind pricing, how to handle fee increase conversations, why niche positioning makes selling easier, and what firm owners need to understand about clients who see accounting as a cost versus an investment. 

Carlos also shares the story behind Reframe, his work helping accountants communicate with more confidence, and why community matters so much for firm owners building something on their own. 

Episode Highlights: 

0:00 - Intro 

0:54 - Meet Carlos Garcia 

5:01 - The accounting profession’s pricing problem 

7:13 - Why accountants undercharge 

9:31 - How to communicate value to clients 

13:00 - Competing on price vs. positioning 

18:21 - Why niching down does not shut every other door 

21:39 - Raising fees with existing clients 

29:20 - A mock fee increase conversation 

38:48 - Simple tax returns, minimum fees, and client fit 

46:20 - What Reframe is building for accountants 

54:14 - Carlos’ book and learning how to fail forward 

57:39 - Where to connect with Carlos 

ABOUT HOST YURI KAPILOVICH 

Yuri, aka #thefuncpa, has been in the accounting profession for over 15 years and has seen, first hand, the challenges the profession brings. After seeing that no firm was fitting the bill, Yuri set out to do things his own way with his firm K&A and the journey began with LinkedIn posting at the front end. 

Yuri is proud to bring you #thefuncpa podcast highlighting the fun and all the amazing opportunities our profession can bring us all. 

CONNECT WITH YURI KAPILOVICH 

LinkedIn: https://www.linkedin.com/in/ykapilovich/ 

Website: https://www.thefuncpa.co/ 

CONNECT WITH CARLOS GARCIA 

LinkedIn: https://www.linkedin.com/in/failblazer/ 

Website: https://reframeaccounting.com/