Tune in to this episode of On The Books as host Jessica McCracken gives a sneak peek at the upcoming Intuit Connect conference in Las Vegas. Learn about what to expect at the tentpole event, including the main stage lineup featuring Intuit leaders, Queen Latifah, Brene Brown, John Foley, Vanessa Van Edwards, and Carla Hall.Jessica also details new event features like the Intuit Theater and Intuit-led breakout programming, as well as the unveiling of Intuit Accountant Suite. Hear from past On the Books guests and Connect speakers like Michael Hitchcock, Joe Preston, Chris Williams, Kane Polakoff, Erin Hutton, and Jacob Schroeder as they share details about their sessions and why you should connect with them at the event. Plus, Intuit Connect veteran and Founder and CEO of 1st Step Accounting, Nayo Carter-Gray joins the show to discuss why she keeps returning, her excitement for the main stage guests, and the Black Accountant Meetup she's hosting. Download the Intuit Connect app to start building your agenda now! For full show notes, visit firmofthefuture.com

On this episode of On the Books, hosts Ted Callahan and Jessica McCracken welcome Dan Hood, Editor-in-Chief at Accounting Today, to discuss the biggest trends and disruptions facing the accounting profession, particularly as firms look ahead to 2026. Dan shares his take on the multiple crossroads the industry faces, focusing on the significant impact of technology (especially AI), ongoing staffing and capacity issues, and the influence of private equity. He emphasizes that for firms to thrive, they must view change as permanent and develop the core competency of continuous adaptation. The conversation also looks at how companies are hiring and making changes. It highlights the change to human intelligence and advisory services like Client Accounting Services (CAS).For full show notes, visit firmofthefuture.com

In episode 21, Chris Willams, CEO of System Six summarized the key focus areas of any merger or acquisition as “get the keys to the technology and focus on the people.” Practically, what is entailed in‌ getting the keys to the technology?Erin Hutton and Janelle Fox have lived this experience. Both were accounting firm leaders at a large top 40-firm and now work at Intuit helping firms navigate technology changes necessitated by a merger or acquisition. Erin and Janelle discuss who owns which software and data, how to ensure contracts are transferred to the new firm and the best lens to use when prioritizing technology decisions. The group also talks about the role of AI, data cleanup, and truly how to simplify a firm’s tech stack. For more full show notes, visit firmofthefuture.com

Private equity and accounting. Let’s talk about it. Hosts Ted Callahan and Jessica McCracken talk with Jacob Schoeder, founder and CEO of Asecend Consulting about what private equity investment means for accounting, if this is a phase or a durable reality in the industry, and other growth strategies available for firms. The trio talks about what role innovation plays in determining growth strategies and what firm leaders must consider when thinking about private equity investments. Don’t miss Jacob’s session at Intuit Connect, where he will deep dive growth strategies outside of private equity with a panel of firm leaders who have chosen other paths. For full show notes, visit firmofthefuture.com

In this episode of On the Books, Ted and Jessica sit down with Chris Williams, the founder of System Six, a fully remote outsourced accounting business with 50 team members across three countries, to talk about the human side of mergers and acquisitions. The group talks about best practices in identifying firm goals before stepping into an M&A conversation, the right mindset for those conversations, and how to truly put staff and clients first in the middle of a change. And Chris was kind enough to humor Ted and Jessica’s lightning round questions. Don't miss Chris’s session at Intuit Connect, where he will discuss post-acquisition integration alongside leaders from Acuity and EisnerAmper. Chris highlights that the panel will provide a tactical look at how different-sized firms approach integrating clients, technology, and people. For full show notes, visit firmofthefuture.com

Here is a much-needed dose of accountant wisdom.Get ready for a deep dive into the evolving world of Client Advisory Services (CAS). In this episode, Ted and Jessica are joined by special guest Kane Polakoff, Partner and Practice Leader at CohnReznick and a pioneer in the CAS space. The trio talk about the increasing demand for CAS and its rapid growth, with CohnReznick experiencing over 60% practice growth last year. The group also discusses how the talent profile for CAS is changing, with a need for analytical, dynamic, and communicative individuals who are open to change and skilled in problem-solving. The conversation also covers the critical role of technology in CAS, the impact of the COVID-19 pandemic on client expectations and technology adoption, and the importance of change management for both clients and firms. With his characteristic humor, Kane shares his passion for making CAS a more appealing career path for recent college graduates and discusses the challenges and opportunities in building awareness for the profession. Be sure to catch the rapid-fire section at the end where Kane tries to sell Ted on the superiority of Detrot’s sports teams and mic-drop pitch for anyone interested in working with his team at CohnReznick. Tune in and be encouraged by the direction of CAS accounting. For full show notes, visit firmofthefuture.com.

In our latest On the Books episode, we explore the insights gathered from the 2025 Intuit QuickBooks Accountant Technology Survey. The survey sheds light on accountants' perspectives on the current technology landscape, including the benefits and challenges you face, as well as the evolving nature of your work. Key findings include insights into technology standardization, the integration of AI in accounting practices, and the state of technology training within firms.We also take a look at what you told us about your clients’ sentiments and expectations around technology adoption. For full show notes, head over to firmofthefuture.com

“Our mantras have been, ‘we will turn it on for every firm once we’ve earned the right’ and ‘every click matters.’”If you have been curious about the new QuickBooks Accounting Agent, we can help. In this episode of On the Books, Michael Hitchcock, VP of Product for Core FMS at Intuit, joins Ted and Jessica to delve into the AI Accounting Agent, an important piece of the groundbreaking new agentic technology in QuickBooks.Michael walks through the key features of the Accounting Agent such as AI-powered bank feeds that improve categorization accuracy and the 'ready to post' functionality that simplifies transaction management. The team also discusses the importance of review and approval capabilities for all agentic work and how his team worked to maintain control for accountants. The discussion emphasizes the benefits of increased efficiency, better data accuracy, and the ability for firms to focus on strategic client advice. For full show notes, log on to firmofthefuture.com

Meet your AI-sherpa, your guide, in this new accounting frontier. Chad Davis, Co-Founder and Partner of LiveCA, joins Ted and Jessica to talk about his journey with AI in accounting. Chad's interest in AI grew as he saw its potential to revolutionize the accounting industry. He has since become a leading expert and speaker on the subject, implementing robust AI solutions in his firm and fostering a community of learning and support through Automation Town, a group of accountants interested in how AI can be integrated into their work. This episode explores the importance of education, trust, and adaptability in embracing AI, and how Chad's experiences can inspire other accountants to lean into the future of their profession.And in true summer road trip vibes, we also talk with Chad about what it is like to live with is family and run a firm from his RV while traveling around Canada and the U.S. For full show notes, check out firmofthefuture.com

You may have heard. QuickBooks is getting a glow-up.In this episode of the podcast, Ted and Jessica sit down with Joe Preston, Vice President of Product and Design at Intuit, to explore the exciting new QuickBooks experience. Joe talks through why these changes and why now. He also details the multi-month journey to develop the new changes team's focus on providing new tools to improve productivity and efficiency. The group talks through:New agentic technologyA new business feed and new customer hubThe rigorous testing and responsible AI practices that help ensure the changes are both innovative and secureAnd the group discusses what’s NOT changing in QuickBooks For full show notes, check out firmofthefuture.com

How do you talk about your firm? How do you find new clients, or honestly, how do new clients find YOU? How do you (gasp!) market your services? Referrals remain strong, but there's a whole world of communication methods and ideas that have entered the industry.   Business development doesn't look the same as it did just a few short years ago. Social media, always-on content, video, audio … there are a million new ways to reach potential clients, while the trust and relationship part remains the same.   Keila Hill-Trawick, founder and CEO of Little Fish Accounting, does this better than almost anyone in the industry. On the episode, we talk with Keila about:   The differences in communicating with potential clients from what worked just a few short years ago. The unchanging nature of referrals and relationships.   Honing in on the ideal client for your firm. Why it's important to keep talking about your services, even if hiring and retention are hard. The approach to social media that has worked for her.   If you are responsible for marketing or any communication to potential clients at any size firm, there's wisdom in this episode for you.    For more information: Keila Hill Trawick Little Fish Accounting’s LinkedIn

It’s graduation season, and in this episode, we explore a groundbreaking university class that is changing how students learn about Client Advisory Services.Recorded live at Utah Valley University, Intuit’s Jaclyn Anku interviews Accounting Professor David Waite, Brittany Brown, CEO of LedgerGurus, and Dan Luthi, Partner and COO at Ignite Spot. They discuss a pioneering new class that integrates real-world case studies and hands-on technology training, with a strong emphasis on soft skills and emotional intelligence.The curriculum includes the 'Game of Urban Edge,' a 4-month case study that simulates real-life accounting scenarios, while emphasizing critical thinking, problem-solving, and communication skills - essential for building strong client relationships. Learn how Professor Waite developed the class, how Brittany and Dan became involved, and hear stories of students who are now considering Client Advisory Services as their career path after graduation.Don’t miss this inspiring story about the next generation of the accounting industry. For more information and full show notes, visit firmofthefuture.com

Intuit receives over 15,000 pieces of feedback specifically from accountants every year. What in the world do we do with it all? In this episode of 'On the Books,' Ted Callahan and Jessica McCracken are joined by Karla Uribe, Director of Accountant Product at Intuit,, to delve into the essential role of accountant feedback in product development. Karla shares how her team collects and prioritizes feedback, ranging from strategic insights to specific usability concerns, to guide the product roadmap. The conversation underscores the iterative process of product development and the role of Minimum Viable Products (MVPs) to ensure the product meets the needs of the accounting community. Karla also highlights the importance of deep customer empathy and the strong partnership between Intuit and the accounting community.For full show notes, visit firmofthefuture.com

That sentiment is best expressed by four accounting industry experts who have spent the past two years giving targeted product feedback to Intuit. Meet Matt, Lisa, Korey, and Ben - all members of Intuit Accountant Partner Council, all have spent time with product teams to shape the future of Intuit products that are critical for accountants.Ted and Jessica talk with the group about their time on Council, their experiences in giving tough but necessary feedback, and what encourages them about the future technology in the accounting industry. For full show notes, visit firmofthefuture.com

In this slightly off-the-rails (books?) episode, Ted and Jessica answer your listener-submitted questions. We tackle Intuit’s investment in direct-to-client services, the relationship between QuickBooks Online and AI over the next 5-10 years, how does Inuit really respond to accountant feedback; and we give an update on innovations announced at Intuit Connect 2024. And if Ted and Jessica had to switch jobs with each other for a week, who would crack under pressure first? For full show notes, visit firmofthefuture.com

Solving the accounting talent shortage, industry expertise, restaurant recommendations - we have a little bit of everything. In this episode of On the Books, Ted and Jessica are joined by Chris Macksey, CEO of Prix Fixe Accounting, to talk about the growing importance of client industry expertise, the growth of niche firms, and why knowing more about a client’s macro environment is as important as knowing their books. Chris shares his journey from working in the restaurant industry to leading a specalized accounting practice and details the challenges and opportunities of serving the hospitaling industry. And listen in for the way Prix Fixe is addressing accounting industry talent shortages and their innovative approach to onboarding new employees. Listen to the end of the episodes to hear more about Chris’ most recommended restaurants. For full show notes, check out firmofthefuture.com/podcast

Meet Simon Williams, the new vice president of the Accountant Segment at Intuit.    In this episode of On the Books, Simon shares his experience at Adobe and the BBC (he is originally from Wales, as you will hear), setting up partner groups, and navigating the first wave of AI adoption. Simon talks about his vision for strengthening the partnership between Intuit and accountants, emphasizing a customer-first approach and transparency, especially during times of significant industry transformation.   Simon and host Jessica McCracken discuss his view on feedback from the accounting community and repairing reputational damage with transparency.   For full show notes, check out firmofthefuture.com   

In a special episode of On the Books, guest hosts Nayo Carter-Gray and Tony Proctor welcomed Kevin Smoot and Hope Brown, and Al-Nesha Jones, to discuss their personal and professional journeys in the accounting field as Black accountants. Hear how all got their start in the industry, some of the challenges they face in their business, and the importance of mentorship and intentional networking. The panel also offers advice for young students considering a career in accounting, emphasizing the diverse opportunities and the importance of building a supportive network.Come celebrate the unique experiences and contributions of Black accountants in this fun and poignant episode. For full show notes, check out firmofthefuture.com

Part of an accountant’s work is to know the financial health of their clients. In this episode, we explore the latest Intuit QuickBooks Small Business Index Annual Report, which provides insights into the current state and future prospects of small businesses in the US, Canada, and the UK.  Ted and Jessica talk with Intuit’s Simon Worsfold and KC Eames of Dark Horse  about the findings which highlights the significant impact of rising interest rates on small business growth, increase in credit card use among small businesses, and findings on digital technology in improving business performance and confidence.  The group also discusses broader themes from the report, such as the strong recovery in employment in sectors like construction and the higher likelihood of women-owned businesses being highly digitized. Overall, the report underscores the critical role of digital adoption in driving small business success and resilience in the face of economic challenges.For more information and full show notes, check out firmofthefuture.com 

Have you ever thought “Intuit is a confusing place. I’m not sure who I need to talk to about my issues,”? We know it can be hard navigating the inner workings of a tech company to get the solutions you and/or you clients need.   In this episode of On the Books, we introduce you to two Intuit leaders trying to solve this problem. Rony Branch and Jorge Olavarrieta lead our Accountant Sales and Partner team and Professional Tax Group respectively and have been working together to create a better experience for accountants as they interact with Intuit. Roney and Jorge talk about the pain points they are working to address, the steps Intuit is taking to move from individual products to a cohesive platform, and what accountants can expect from their Intuit teams this year.    For more information: On the Books Books-to-Tax episode