The future of accounting is being shaped by professionals who lead with innovation, strategy, and purpose.
“Producing results and executing plans is crucial. As a leader, if you don't take action, people won't take you seriously. And then, the trust is gone,” Caitlin Smith, CPA, shared during an interview.
On Wednesday, July 8, 2–3pm ET, Caitlin and a panel of other subject matter experts will share insights and answer your questions during the EPICenter webcast, “Visionaries at Work: Bold Ideas Shaping the Future.”
Becoming a forward-thinking leader is well within your reach.
Visionary Award recipients turn bold ideas into action.
At Cooper Norman, Eric Story, CPA, CITP, PFS, embraces a forward-thinking mindset while overseeing the advisory service line. The goal of the advisory service line is to interact with clients, not just provide services to clients. One of their approaches to complementing standard processes is incorporating the root cause analysis technique, per Lean Six Sigma: 5 Whys.
Eric and team have expanded on the standard tried-and-true offerings of the profession — tax, audit, bookkeeping — by seeking to understand why something is the way it is and what the client would like to achieve financially.
“What we identified within our firm, is that once a tax return is prepped and ready to deliver to a client, the CPA sits with the client and spends most of the time reviewing that tax return or the financial statement itself, which is an historical focus,” Eric shared.
“Now, we’re training and coaching tax professionals to structure the 30-minute client meetings differently, using only a few minutes to focus on the history: Here's the tax return; here's what's due; here are answers to your questions.
“Then, we pivot to the future, asking questions such as ‘Why is X the way it is and what can we do differently?’ By the 5th why, we usually get to the root cause. As advisory services, the ultimate goal is to interact with clients and focus more on the future,” he concluded.
At SKC & Co. CPAs, LLC, Caitlin demonstrates forward-thinking leadership by investing in the future of the firm. She initiated a coaching and mentoring program where mentees are included in meetings and client calls for firsthand learning experiences. Caitlin understands that her team’s success and well-being lead to greater client satisfaction.
Forward-looking leadership involves being more proactive than reactive. Active listening is a huge part of that. If there are staff concerns or client complaints, we want to address that promptly. The services we offer clients are personable and not solely focused on business all the time. The relationship part of our work is so important.
Caitlin Smith, CPA
The future of accounting goes beyond compliance.
One of the strengths of accounting and finance professionals is placing a critical lens on data to ensure you maintain compliance for self, clients, or the business(es) you support.
Changing your perspective by answering a question such as “How can I do my work differently?” might feel uncomfortable because to consider the unknown requires that we step outside familiar routines.
Compliance is the backbone of the profession, and it won’t disappear.
“Our pivot in the profession, if you will, is to [advance beyond] compliance work and, instead, make compliance the springboard for advising clients on strategies to achieve their financial goals,” Eric said.
At Cooper Norman, AI is less about replacing professional judgment and more about strengthening the human side of advisory work. Eric’s team uses AI to prepare for more meaningful client conversations by identifying patterns, sharpening root cause questions, and helping CPAs move from “What happened?” to “What should we do next?”
The value is not technology alone. It is what the technology makes room for: a human-in-the-lead mindset that emphasizes sound judgment and treating people as the driving force of an organization.
“We say that we think AI can make you 70% more efficient. What you do with that other 30% is most important. Of course, 90% of statistics are made up on the spot, so keep that in mind when I say 70% and 30% there,” he joked.
AI can surface possible paths, but the CPA still owns the judgment, ethics, interpretation, and client trust. The opportunity is using the time AI gives back to be more present, ask better questions, and turn compliance work into advisory conversations that continue to add value.
Eric shared that his team didn’t push back on ideas to expand service offerings to clients and leverage AI, but there were reservations. “It’s a little bit stereotypical, but we're really good at what we've always done. SALY is a common term in the profession, you know, same as last year.”
Caitlin agreed, noting that CPAs aren’t known for embracing changes to processes or procedures. “We've always had to adjust because tax laws change, but the rate of change currently is very fast. To get comfortable with change involves stepping out of our comfort zone. I’m one of the leads on our future council at the firm, and we frequently talk about AI and what tech we could implement to make our work better, easier,” Caitlin said.
Eric’s team uses generative AI with prompts to identify 3-4 actionable items to ask the client.
“The best CPAs start with historical data and ask questions to then focus on what can be done. To advise a client on the best thing to do, you might ask them ‘What keeps you awake at night? Can we solve that problem?’ When you pinpoint the problem, you can provide a solution to the problem rather than provide a generic solution. That’s the right methodology,” Eric said.
Strategic and purposeful leadership is bolstered by curiosity.
Another strength of accounting and finance professionals is being efficient. Completing tasks on the to-do list demonstrates commitment and follow-through. And there’s no reason to not thread scenario planning or brainstorming into a weekly routine.
Eric’s firm has selected methodologies, including those found in Patrick Lencioni’s book The 6 Types of Working Genius.To wonder, What if…? is forward-thinking leadership and is a nice exploratory step to generating meaningful work. (Feel free to add “Answer the question, What if…?” to your checklist. You shouldn’t be denied the satisfaction of ticking it off.)
As part of her strategy of being a proactive rather than reactive leader, Caitlin and fellow partners “get in the trenches with everybody to test technology.” She expanded: “As a firm, we strive to all be on the same page. We work as teams on projects and client engagement — whether it's side-by-side collaboration or overseeing someone’s work, we frequently interact or do check-ins with our team members.”
Caitlin attributes her authentic and empathetic leadership, in part, to her role models. Deirdre, a previous boss, is a working parent and partner in an accounting firm in the healthcare industry. Caitlin observed Deirdre’s work ethic, intentional leadership, and empathetic client interactions firsthand; she found it inspirational. Caitlin expressed similar admiration and appreciation for another role model, Sarah Krom, a current managing partner.
For Eric, his partner, friend, and mentor, Dan Packard, has been inspirational. One trait that Eric respects most in Dan is his ability to focus on the moment. “There can be a million things happening, but when Dan sits in front of you, he’s focused on you,” Eric said. Personalized attention in the moment demonstrates active listening, which can lead to opportunities to collaborate and innovate.
Join the webcast, “Visionaries at Work: Bold Ideas Shaping the Future,” on July 8, to hear from Caitlin and Eric directly, and get your questions answered.
Leave the webcast feeling motivated to lead.
About the experts
Caitlin Smith, CPA, is a partner at SKC & Co. CPAs, LLC, and is known for her hands-on approach and genuine care for her clients and teams. Caitlin specializes in healthcare, dental, and veterinary practices, guiding physicians, dentists, and veterinarians in building sustainable, scalable businesses through practical insights and consistent communication. She serves as chair of the SKC’s Future Council and is an active member of the SKC Foundation. Caitlin was recognized as a “Woman to Watch” by the New Jersey Society of CPAs in 2022 and is a recipient of the NJCPA Impact Award in 2026.
Eric Story, CPA, CITP, PFS is partner and chief innovation officer at Cooper Norman. Eric specializes in retirement and estate planning, investment strategies, tax optimization, and risk management. In addition to CPA licensure, Eric has achieved the Personal Financial Specialist (PFS™) credential and Certified Information Technology Professional (CITP) credential from the AICPA, reflecting his advanced knowledge and commitment to objective and ethical financial guidance.
About the Emerging Professionals Initiatives Committee
The mission of the Emerging Professionals Initiatives Committee (EPIC) is to actively promote and support accounting and finance professionals through leadership programs, professional development resources, and volunteer opportunities. Please reach out to Lexi Weber, CPA, Senior Manager — Emerging Professionals Initiatives with any questions.