Koziel Calls for a New CPA Firm Model.
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Gear Up for Growth
with Jean Caragher
for CPA Trendlines
Mark Koziel is putting the accounting profession on notice: The business model that sustained CPA firms for generations is running out of time.
“The hours-times-rate model is a death knell for the profession,” says Koziel, CPA, CGMA, president and CEO of the AICPA and the Association of International Certified Professional Accountants, on Gear Up for Growth, powered by CPA Trendlines and hosted by Jean Caragher, president of Capstone Marketing.
As artificial intelligence accelerates the automation of tax preparation and compliance work, Koziel says CPA firms must fundamentally rethink how they create—and price—value for clients.
“There’s still value to that tax return,” Koziel says. “It’s just not based on our inputs.”
Rather than charging for the time it takes to complete compliance work, Koziel encourages firms to focus on the insight, judgment and peace of mind they provide through planning, advisory services and proactive client relationships.
One of his strongest messages centers on repositioning the profession beyond its traditional identity.
“If you ask anybody on the street what a CPA does, they’re going to tell you tax,” Koziel says. “But advisory and planning are the two that we really need to start nailing down.”
Throughout the discussion, Koziel emphasizes that while AI continues to reshape workflows, it does not diminish the importance of the CPA. Instead, it elevates the profession’s responsibility to help clients interpret information, make better decisions and navigate increasing complexity.
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