Every firm has a vision for what it wants to become. For some, it's about scaling efficiently. For others, it's about delivering deeper strategic value to clients. The firms that achieve both are those that view their technology stack not as a support tool, but as a foundation for transformation.
This idea came into sharp focus at the 2024 Digital CPA Conference, where firm leaders shared how they are rethinking technology from the ground up. These firms are not just investing in better tools. They are building systems that power smarter decision-making, improve collaboration, and scale with their clients.
As your firm rethinks your own technology, there’s a lot to learn from these firms. The conversation is no longer only about software or automation. You need to consider your own strategy, identity and how your firm shows up in the market. The starting point is a simple but essential question: Is your tech stack helping your firm become what it is meant to be?
Here are top insights gleaned from leading CAS firms:
1. The tech stack as a strategic enabler
Many firms approach their CAS tech stack as a checklist: general ledger, accounts payable, reporting software. But forward-looking firms take a different approach—they build ecosystems that are flexible, integrated, and built to scale from pre-revenue clients to those preparing for IPO.
They ask tough but necessary questions:
- Does this stack enable advisory, or only compliance?
- Can it evolve as our clients’ needs grow?
- Will it continue to deliver value in three years?
Bottom line: Your tech stack is not just infrastructure. It is a deliberate signal of who your firm intends to become.
2. A recruitment advantage through tech
The accounting profession is shifting. Firms that resist modernization often struggle to attract and retain talent.
Younger professionals expect modern, user-friendly tools. Raised in a digital-first world, they are turned off by outdated systems. Firms relying on manual processes risk losing the next generation of advisors.
In contrast, firms that embrace automation and data transparency are building workplaces that appeal to top talent and enable faster onboarding and stronger contributions.
Bottom line: The technology you implement today shapes your workforce tomorrow.
3. Shift month-end close from an event to a continuous state of being
Month-end close used to be a high-stakes event. Today’s leading firms treat it as a continuous process. With real-time data integration and automation, closing becomes routine, not reactive.
Teams are:
- Automating recurring tasks
- Using technology to streamline reporting
- Integrating systems to minimize manual work
Bottom line: Closing the books should no longer be a race against the clock. It should be a seamless, well-orchestrated process that highlights timely insights.
4. Advisory is a mindset, not a place of arrival
The higher-level, strategic value at the core of advisory services have long been seen as the final stop in a professional’s career. But that mindset is changing.
Today’s firms are training team members at every level to think like advisors. With access to the right data and tools, even entry-level professionals can uncover insights and deliver value.
Technology supports this shift by making real-time information accessible across teams, turning advisory into a firm-wide capability.
Bottom line: Advisory is no longer reserved for senior staff. It is a mindset supported by modern tools.
5. Data is the bridge to AI-driven advisory
Artificial intelligence (AI) is rapidly transforming how professional services are delivered. Yet its effectiveness depends entirely on the quality of the data it draws from. While many firms are eager to experiment with AI, they often miss a critical prerequisite: well-structured, interconnected and trustworthy data.
The most advanced firms are addressing this head-on by investing in data infrastructure early. Their efforts focus on:
- Centralizing information using data warehouses
- Creating integrations between financial and operational systems
- Standardizing inputs to ensure data consistency and accuracy
Bottom line: Before a firm can benefit from AI, it must first commit to building disciplined, high-integrity data systems.
6. Standardization vs. flexibility: Finding the balance
Firms often struggle to choose between standardization and customization in their tech stack. Larger organizations benefit from consistency. It reduces training time and maintains compliance. Smaller firms excel with agility, tailoring tools to specific industries.
Successful firms do both. They standardize core systems for efficiency while allowing flexibility where client needs require it. They also know when to walk away from tools or clients that do not align with their strategy.
Bottom line: Growth comes from knowing where to stay consistent and where to adapt.
7. Evaluating new tech guardrails
With new tools launching constantly, it’s easy to chase trends. Smart firms take a measured approach.
They seek to answer:
- What value does this tool offer today?
- Is the vendor financially stable?
- What do our peers and team members say?
- How can we roll out a new tool that efficiently solves for today’s pain points while growing with future challenges?
Every tool should align with firm strategy, not just novelty.
Overall: Success comes from thoughtful adoption, not hype.
The time and place to learn: The 2025 Digital CPA Conference
The firms that are leading the future of client advisory services (CAS) are using technology as a driver of innovation, a magnet for top talent, and a defining element of competitive advantage.
If you are ready to see what that looks like in practice, the 2025 Digital CPA Conference offers an unmatched opportunity. You will hear directly from firms that are applying AI, automation, and integrated tech stacks to real-world challenges. You will leave with practical strategies and clear steps for building a more resilient, data-driven, and future-ready CAS practice.
Reserve your spot a DCPA25About the author
Evan Wolff, PMP, is a lead marketing manager and content strategist at CPA.com, focused on growth through content for the client advisory services practice area, professional services and partner solutions. With deep knowledge of the accounting profession and experience with large technology organizations, he is passionate about using content and customer stories as a way to inspire technology adoption, process improvement and firm growth.
