On The Books

Everything you need to know about the new QuickBooks innovations

You may have heard. QuickBooks is getting a glow-up.In this episode of the podcast, Ted and Jessica sit down with Joe Preston, Vice President of Product and Design at Intuit, to explore the exciting new QuickBooks experience. Joe talks through why these changes and why now. He also details the multi-month journey to develop the new changes team's focus on providing new tools to improve productivity and efficiency. The group talks through:New agentic technologyA new business feed and new customer hubThe rigorous testing and responsible AI practices that help ensure the changes are both innovative and secureAnd the group discusses what’s NOT changing in QuickBooks For full show notes, check out firmofthefuture.com

The new landscape of business development

How do you talk about your firm? How do you find new clients, or honestly, how do new clients find YOU? How do you (gasp!) market your services? Referrals remain strong, but there's a whole world of communication methods and ideas that have entered the industry.
 
Business development doesn't look the same as it did just a few short years ago. Social media, always-on content, video, audio … there are a million new ways to reach potential clients, while the trust and relationship part remains the same.
 
Keila Hill-Trawick, founder and CEO of Little Fish Accounting, does this better than almost anyone in the industry. On the episode, we talk with Keila about:
 
The differences in communicating with potential clients from what worked just a few short years ago.
The unchanging nature of referrals and relationships.  
Honing in on the ideal client for your firm.
Why it's important to keep talking about your services, even if hiring and retention are hard.
The approach to social media that has worked for her.
 
If you are responsible for marketing or any communication to potential clients at any size firm, there's wisdom in this episode for you. 
 
For more information:
Keila Hill Trawick
Little Fish Accounting’s LinkedIn

From Theory to Practice: The university accounting class you wish you had

It’s graduation season, and in this episode, we explore a groundbreaking university class that is changing how students learn about Client Advisory Services.Recorded live at Utah Valley University, Intuit’s Jaclyn Anku interviews Accounting Professor David Waite, Brittany Brown, CEO of LedgerGurus, and Dan Luthi, Partner and COO at Ignite Spot. They discuss a pioneering new class that integrates real-world case studies and hands-on technology training, with a strong emphasis on soft skills and emotional intelligence.The curriculum includes the 'Game of Urban Edge,' a 4-month case study that simulates real-life accounting scenarios, while emphasizing critical thinking, problem-solving, and communication skills - essential for building strong client relationships. Learn how Professor Waite developed the class, how Brittany and Dan became involved, and hear stories of students who are now considering Client Advisory Services as their career path after graduation.Don’t miss this inspiring story about the next generation of the accounting industry. For more information and full show notes, visit firmofthefuture.com

Turning feedback into innovation

Intuit receives over 15,000 pieces of feedback specifically from accountants every year. What in the world do we do with it all? In this episode of 'On the Books,' Ted Callahan and Jessica McCracken are joined by Karla Uribe, Director of Accountant Product at Intuit,, to delve into the essential role of accountant feedback in product development. Karla shares how her team collects and prioritizes feedback, ranging from strategic insights to specific usability concerns, to guide the product roadmap. The conversation underscores the iterative process of product development and the role of Minimum Viable Products (MVPs) to ensure the product meets the needs of the accounting community. Karla also highlights the importance of deep customer empathy and the strong partnership between Intuit and the accounting community.For full show notes, visit firmofthefuture.com

Does feedback really matter?

That sentiment is best expressed by four accounting industry experts who have spent the past two years giving targeted product feedback to Intuit. Meet Matt, Lisa, Korey, and Ben - all members of Intuit Accountant Partner Council, all have spent time with product teams to shape the future of Intuit products that are critical for accountants.Ted and Jessica talk with the group about their time on Council, their experiences in giving tough but necessary feedback, and what encourages them about the future technology in the accounting industry. For full show notes, visit firmofthefuture.com

Ask us Anything - You asked, we (attempt to) answer

In this slightly off-the-rails (books?) episode, Ted and Jessica answer your listener-submitted questions. We tackle Intuit’s investment in direct-to-client services, the relationship between QuickBooks Online and AI over the next 5-10 years, how does Inuit really respond to accountant feedback; and we give an update on innovations announced at Intuit Connect 2024. And if Ted and Jessica had to switch jobs with each other for a week, who would crack under pressure first? For full show notes, visit firmofthefuture.com

Know your niche with Chris Macksey, CEO of Prix Fixe Accounting

Solving the accounting talent shortage, industry expertise, restaurant recommendations - we have a little bit of everything. In this episode of On the Books, Ted and Jessica are joined by Chris Macksey, CEO of Prix Fixe Accounting, to talk about the growing importance of client industry expertise, the growth of niche firms, and why knowing more about a client’s macro environment is as important as knowing their books. Chris shares his journey from working in the restaurant industry to leading a specalized accounting practice and details the challenges and opportunities of serving the hospitaling industry. And listen in for the way Prix Fixe is addressing accounting industry talent shortages and their innovative approach to onboarding new employees. Listen to the end of the episodes to hear more about Chris’ most recommended restaurants. For full show notes, check out firmofthefuture.com/podcast

Meet the new leader of Intuit's accountant team—Introducing Simon Williams

Meet Simon Williams, the new vice president of the Accountant Segment at Intuit. 
 
In this episode of On the Books, Simon shares his experience at Adobe and the BBC (he is originally from Wales, as you will hear), setting up partner groups, and navigating the first wave of AI adoption. Simon talks about his vision for strengthening the partnership between Intuit and accountants, emphasizing a customer-first approach and transparency, especially during times of significant industry transformation.
 
Simon and host Jessica McCracken discuss his view on feedback from the accounting community and repairing reputational damage with transparency.
 
For full show notes, check out firmofthefuture.com 
 

Celebrating Black Accountants with guest hosts Nayo Carter-Gray and Tony Proctor

In a special episode of On the Books, guest hosts Nayo Carter-Gray and Tony Proctor welcomed Kevin Smoot and Hope Brown, and Al-Nesha Jones, to discuss their personal and professional journeys in the accounting field as Black accountants. Hear how all got their start in the industry, some of the challenges they face in their business, and the importance of mentorship and intentional networking. The panel also offers advice for young students considering a career in accounting, emphasizing the diverse opportunities and the importance of building a supportive network.Come celebrate the unique experiences and contributions of Black accountants in this fun and poignant episode. For full show notes, check out firmofthefuture.com

The 2025 Small Business Index Annual Report

Part of an accountant’s work is to know the financial health of their clients. In this episode, we explore the latest Intuit QuickBooks Small Business Index Annual Report, which provides insights into the current state and future prospects of small businesses in the US, Canada, and the UK. 
Ted and Jessica talk with Intuit’s Simon Worsfold and KC Eames of Dark Horse  about the findings which highlights the significant impact of rising interest rates on small business growth, increase in credit card use among small businesses, and findings on digital technology in improving business performance and confidence. 
The group also discusses broader themes from the report, such as the strong recovery in employment in sectors like construction and the higher likelihood of women-owned businesses being highly digitized. Overall, the report underscores the critical role of digital adoption in driving small business success and resilience in the face of economic challenges.For more information and full show notes, check out firmofthefuture.com