Stop underselling.

Start running a more profitable firm.

Our industry-wide #CallForChange movement is about reclaiming the profitability the accounting profession deserves. Stop bleeding cash, sacrificing revenue and fearing clients. Join us for our four-part webinar series for actionable ways to move your accounting firm forward.
Step outside your comfort zone and challenge the status quo this year-end.
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Hear from the experts

Seasoned accounting and tax professionals debate and share their lessons and viewpoints – from rethinking tax season and pricing, to exploring sales techniques and effective client engagement strategies.

According to Intuit’s Taxpayer Insights and Intelligence Brief 2022, 17% of client revenue is now from advisory. The accounting landscape is evolving and client expectations are shifting. The debate between tax-focused and full-service accounting practices has gained prominence, reshaping the way accountants approach tax seasons. 


Experts Sean Duncan (SMD Consulting & Accounting), Dan Gertrudes – GrowthLab Financial Services), and Carla Caldwell (Candella Accounting & Advisory Services) discuss the benefits and challenges of not doing tax season, plus:

  • If a subscription (or not) is right for tax season.
  • If charging $1,000 for a simple tax return is too much.
  • Getting paid upfront or on completion.

This is the ultimate battle of the dollars! In this session expert panelists Jeremy Wells (JWellsCFO), Anne Napolitano (Anne Napolitano Consulting and Accounting Services), Michelle Vilms (Vilms Consulting), and Clayton Achen (Achen Henderson CPAs) dive into the pros and cons of each method to help inform your decision-making, plus:

  • Passing on merchant fees (surcharges) vs. including in the price.
  • The right way to increase prices and overcome client resistance.
  • Hourly vs. fixed fees vs. value-based: Unveiling the trade-offs of each approach.

Many accounting and tax professionals struggle to communicate their value when they’re selling their services.


Hear from leading accounting and tax experts Kristen Keats (Sherwood Tax and Accounting), Andy Smith (Numberwise),  and Anne Napolitano (Anne Napolitano Consulting and Accounting Services) about their different selling techniques, plus:

  • Balancing revenue diversity and niche focuses.
  • Adapting to industry trends without spreading yourself thin.
  • The ethical considerations of 3-tiered packages.

Year-end is the perfect time to re-evaluate your renewal process for a successful and profitable tax season. Uncover the most effective strategies to streamline the renewal process.


Join our leading accounting and tax experts Clint Bowers (Smart Business Concepts), Kristen Keats (Sherwood Accounting & Tax), Chris Williams (System Six) and Logan Graf (Graf Tax Co.) to learn where to draw the line with clients, plus:

  • Setting proper expectations with engagement letters.
  • Re-evaluating clients without straining resources.
  • How to effectively manage scope creep.
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The cost of doing nothing

*Source: Ignition State of Client Engagement Report

in unrecovered out-of-scope work on-average.
of us put up with chasing clients for late payments.
of us absorb the time and cost when the scope of client work increases.
of firms say they’ve delayed or avoided awkward conversations with clients.
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Stop underselling your worth: An open letter

As an industry collective, we’re calling on US accounting and tax professionals to reclaim the profitability our profession deserves. Over 100 change-makers are taking a stand to end the cycle of sacrificing revenue, and fearing clients. 

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Get inspired

  • "I’ve joined forces with Ignition in the call for change movement because accounting and tax professionals deserve more. We need to stop overpromising our time, and conquer our fear of raising prices. I’m committed to driving our businesses forward, and we need you onboard."

    Dawn Brolin avatar
    Dawn Brolin
    CPA, CFE, CEO of Powerful Accounting
  • "As accountants, we struggle with valuing ourselves, even though we’re worth it. We provide value to our clients, and deserve to be paid for that value."

    Logan Graf avatar
    Logan Graf
    CPA and Chief Tax Officer at The Graf Tax Co
  • "I've joined the time for change so we can move our profession forward. We need to stop working for free, and start charging for all the work we do to reflect our true value."

    Tiffany Davis avatar
    Tiffany Davis
    P.A., MSM, President & CEO of Washington Accounting Services

Join #CallForChange

As accounting and tax professionals we’re letting our clients walk all over us. But our clients aren’t at fault. It’s our fear of taking action that holds us back. We worry clients won’t accept our pricing and payment terms, and are afraid to bring this up because we don't want to lose them. But it doesn’t have to be this way. Our movement begins here and now.

Join the conversation.

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Turn insights into profits

Get the latest resources on how to run a more scalable and profitable firm today.

Change starts now

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