Dropping the CPA Label

Read Time: 3:44 minutes

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Last week, Blake Oliver stirred up a little chaos on accounting Twitter with a spicy take: If he were to start an accounting firm again, he wouldn't register as a CPA firm.

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Naturally, I couldn't resist chiming in—because I've done that. I dropped "CPA" from how I describe myself and my firm, and I don't regret it. If I were starting a firm today, I wouldn't register as a CPA firm either.

Before anyone at the AICPA adds me to the naughty list, hear me out.

This isn't about bashing the CPA. It served me well early in my career. Passing the exams unlocked opportunities I'm unsure I would've gotten otherwise.

I remember an accounting manager I worked with years ago who was sharp, competent, and experienced. But every time he made it to the final round of interviews for a new job, he'd lose out to someone with those three letters after his name. So yeah, it can matter—especially when climbing the ladder.

However, the equation changes once you start your accounting firm, especially a CAS-focused one.

The CPA Brand = Boring

Let's be honest: Outside the accounting world, "CPA" means boring, taxes, and outdated. It does not scream "modern strategic partner" or "advisor helping me grow my business."

That's a branding problem. And it's not something you can fix with a prettier website or a more active LinkedIn profile. It's baked into the perception of what CPAs do.

That perception isn't entirely the fault of CPAs. The media plays a role. Endless regulation and legislation create a compliance-heavy reputation. Frankly, the traditional firm model doesn't help either—it reinforces the idea that CPAs are tax preparers first, especially for the past four months.

If you're building a modern accounting firm that's more about strategy than compliance, I think the "CPA" label can work against you. It puts you in a box that you're actively trying to break out of.

The Real Value? Results, Not Credentials

One of the themes we've covered repeatedly in this newsletter is how CAS firms need to stop leading with what they do and start focusing on why it matters. This isn't just good marketing—it's the difference between being seen as a vendor or as a partner.

Most prospects don't care if you're a CPA. They care if you can help them grow, about cash flow, and about building a profitable business without losing sleep at night. Taxes are an afterthought required by the government.

If you also happen to do taxes, that's one less stop for entrepreneurs. But let's be clear: The clients who are purely tax-shopping are often price shoppers. And if your firm is built on price competition, we've got bigger problems.

I've found that the firms that win in the CAS space are the ones that talk about business outcomes. Things like:

• "We'll help you build a plan to increase your cash flow over the next 3 years."

• "We help founders reclaim 5 hours a week and make better decisions with clean financials."

• "We focus on minimizing your taxes and maximizing your time."

None of those lines require the phrase "CPA" to land.

Don't Toss the Letters—Drop the Label

To be clear, I'm not saying you must relinquish your license or let your hard-earned credentials gather dust. There's still value in the training, the experience, and the credibility—especially in more technical conversations or when serving more complex clients.

But when it comes to how you talk about your firm to the outside world, especially to entrepreneurs and founders, I'd argue it's time to drop "CPA" from your elevator pitch.

You're not selling accounting. You're selling peace of mind. Clarity. Momentum. Confidence.

And those things don't require a license. They require a shift in how you position what you do.

A Nod to the AICPA

Despite all this, the AICPA deserves some credit. CPA.com has done a lot of good in trying to reframe the accountant's role. They've been pushing hard into advisory training and building tools that help firms step into more proactive roles.

But it's a tough battle. Perception changes slowly, especially when so many CPAs are still stuck in a billable hour, tax-season-driven mindset.

The good news? You don't have to wait for the industry to change. You can change how your firm shows up. You can change the story you tell about your work. You can design your practice around outcomes instead of inputs.

And you can leave the old labels behind.

Thanks for reading, Luke Templin!

P.S. There are four ways I can help you grow your CAS offerings when you are ready:

1. Join my How to Start Offering Advisory Services Cohort.

2. Cannot wait until it starts? Check out the pre-recorded version here.

3. Join The Kick C@$ Community to grow your CAS offering alongside others doing the same.

4. Automated white-labeled financial digests for your clients with FinDaily.io