How Top Accounting Firms Can Deliver More Client Value

The most successful accounting firms today aren’t defined by what they call their services — they’re defined by the value they deliver.

So what does delivering higher-value work actually look like in practice? How are leading firms evolving beyond compliance to offer expertise-driven services that deepen client relationships and drive new revenue? And what role does technology play, not just in automating manual work, but in unlocking the insights that power more strategic conversations?

Hear from Jason Staats, leading voice in the accounting profession, alongside Matthew May, Head of CAS at Sorren, and Dana Maxwell, CAS Leader at HRK, as they share how top firms are rethinking their service offerings to deliver more meaningful impact. Moderated by Brad Gustafson, Sr. Director of Accounting Partnerships at Ramp, this session explores how firms are automating routine tasks to create capacity, evolving their service lines to provide greater expertise, and preparing for what’s next in AI and emerging technologies.

Whether you’re beginning to expand your offerings or actively transforming your firm’s model, you’ll gain perspective from leaders who are building the firm of the future.

About the speakers

Jason Staats, CPA

Accounting Thought Leader

After scaling and exiting a $5 million accounting firm, Jason founded Realize, a peer-led alliance whose member firms now top $350 million in annual revenue. The self-crowned #1 Voice on LinkedIn for Accounting Firm Owners, Jason shares daily advice on building more profitable, calm firms across social media, his Jason On Firms YouTube channel, and podcast. He’s created the world’s most-watched AI accounting content, and even helped develop the AICPA’s award-winning AI toolkit. When he’s offline, he’s in New York being lovingly ignored by his wife and overruled by three very small children.

Dana Maxwell

CAS Director, HRK

Dana Maxwell is the Client Accounting Services (CAS) Director at HRK, where she has been with the firm since 2004. She began her career working in both Tax and CAS before transitioning fully into CAS to focus on technology-driven accounting solutions. Dana works closely with clients to implement and optimize accounting software that enhances efficiency, reporting accuracy, and strategic decision-making.

Matthew May

CAS Leader, Sorren

Matthew May runs a 200+ person CAS team at Sorren where they are leveraging private equity capital and best practices across the 20+ firms that have joined together to rethink everything and build the firm of the future.

Brad Gustafson

Sr. Director of Accounting Partnerships, Ramp

Brad Gustafson leads the Accounting Partnerships Channel at Ramp. He has spent the past decade advising and consulting thousands of accounting firms across the United States, including managing Top 100 accounting firm partnerships as an Enterprise Account Director at Xero. He is motivated to help build a community of accountants around Ramp who are passionate about new technologies and the opportunities they provide the accounting profession.