Scaling a firm requires more than technical expertise. It calls for clear systems, strong leadership, and the ability to adapt as the market changes.

Dan Gertrudes, CEO of GrowthLab, has spent the last decade shaping an outsourced finance and accounting firm that emphasizes strategy alongside service. From acquiring a traditional bookkeeping practice to building an advisory-driven model, he has focused on standardization, innovation, and the future role of AI in the industry.

Dan shares how to move from bookkeeping into advisory, why standardization fuels growth, and what AI means for the economics of running a firm.

What you’ll learn in this episode:

• How to build a scalable outsourced finance and accounting firm
• Why standardization protects margins and creates efficiency
• How advisory services strengthen client relationships
• What AI adoption means for the future of firm growth

Jump into the conversation:

(00:00) Meet Dan Gertrudes

(02:53) Early lessons from launching an accounting firm

(04:18) Why the vision was uniting finance under one umbrella

(06:53) Moving from corporate structure to cloud-based flexibility

(09:39) Building GrowthLab beyond bookkeeping into advisory services

(13:52) Standardization as the key to firm efficiency and scale

(17:00) Why saying no strengthens long-term client relationships

(20:37) The role of AI in reshaping firm economics

(26:12) Industry adoption challenges and opportunities with new tech

(32:42) Changing personal economics for firm owners and teams

(38:53) Leading with compassion during AI-driven transformation

Running a firm takes more than just bringing clients in. It requires delivering consistent value and putting strong structures in place to support sustainable growth.

Justine Lackey, Bookkeeping Business Coach and founder of The Incubator, has spent her career helping firm owners think bigger. After scaling and selling her own firm, she turned her focus to equipping others with the systems, skills, and mindset to do the same. Her approach blends practical processes with the human side of running a business, from retaining clients to fostering a strong team culture.In this episode, Justine shares how to position your firm as a sellable asset, why retention often matters more than acquisition, and how to simplify systems without sacrificing results.

What you’ll learn in this episode:

• How to prepare your firm for a successful sale
• Why client retention drives long-term value
• Ways to simplify processes while maintaining high-quality work
• How to create space for innovation without losing focus

Jump into the conversation:
(00:00) Meet Justine Lackey
(01:29) How Justine Lackey grew from assistant to firm owner
(03:10) Building and selling a right-sized accounting and bookkeeping firm
(04:56) Positioning your business as a sellable asset
(10:59) Delivering five-star onboarding to set lasting client relationships
(12:30) Explaining CAS so every entrepreneur understands its value
(18:37) A communication approach that strengthens client trust during problems
(23:15) Creating the Digital Tax Package to improve accuracy and timeliness
(26:08) Why simpler systems often work better than complex software
(30:31) Making time for experimentation in your firm
(38:05) Using the Eisenhower Matrix to prioritize effectively

Running a firm is one thing. Building a business that scales is another.

Matt Tait, founder and CEO of Decimal, knows how overwhelming the growth stage can be. He’s developed a clear-eyed perspective on what holds people back and what to do instead. Recently, Decimal announced a bold move into franchising, giving other entrepreneurs access to the systems, structure, and support that have powered their own success.

In this episode, Matt answers the questions he hears most often from accountants and firm owners. He lists down what the Decimal franchise model includes, who it’s built for, and how it solves the operational and economic pain points that keep firms stuck. Matt also shares how AI, globalization, and shifting client needs are shaping what it takes to grow a firm today.

You’ll learn:

• Why most accounting firms fail to scale and how to fix that.
• How to structure teams and technology for better margins and less chaos.
• What traits make a firm owner a strong fit for the franchise model.

Jump into the conversation:

(00:00) Matt introduces the Q&A episode

(01:43) What sparked the franchising model at Decimal

(04:40) Breaking down the accounting firm margin gap

(07:16) How AI is transforming firm operations today

(10:17) Building an effective global team

(11:53) Turning staff into trusted client advisors

(14:21) Why giving away the playbook wasn’t enough

(20:08) How Decimal’s queue system boosts capacity

(28:39) The mindsets that signal long-term success

(31:50) The biggest problems franchising is solving

(33:56) Structuring teams to support $40K+ MRR per manager

(39:04) Why $500/month clients are a red flag