Redefining Accounting – The Visionary Leadership of Brad Ebenhoeh 

Discover how Brad transformed traditional accounting into a personalised, client-focused service that empowers modern businesses

Brad Ebenhoeh discusses his journey from corporate accounting to founding Accountfully, highlighting the importance of personalised service and innovative technology in supporting small businesses.

Brad Ebenhoeh stands as a beacon of innovation in the accounting industry, having transformed the traditional model through his visionary leadership at Accountfully. Since founding the firm in 2012, he has championed a personalised approach to accounting, tailored specifically for the needs of modern small businesses. Under his guidance, Accountfully has not only thrived but has also earned a place on the prestigious Inc. 5000 list four times, a testament to its success and the impact it has made in the consumer packaged goods sector. Brad’s commitment to fostering a supportive and flexible work environment has empowered his team to deliver exceptional service, helping countless brands navigate their financial journeys with confidence and clarity. His dedication to innovation and client success is evident in every aspect of Accountfully’s operations, making him a true leader in the field.

As we delve into this interview, it becomes clear that Brad’s journey is not just about numbers and balance sheets; it is about building relationships and creating a culture that prioritises both client and employee well-being. His insights into the challenges and triumphs of establishing a modern accounting firm provide a fascinating glimpse into the future of the industry. Let us explore the motivations behind his bold career shift and the principles that guide his work at Accountfully.

What inspired you to leave the corporate accounting world and start Accountfully, and what were some of the biggest challenges you faced during this transition?

As a Big Four accountant working up the corporate ladder, I realized that to get ahead and become successful meant more rigid, longer hours doing work for businesses I had no relationship with or stake in their success.  Already putting in well over 40 hours a week and feeling burned out and unappreciated, I knew that this was not sustainable.   Leaving the corporate accounting world was driven by a desire to create something more personalized and responsive to the needs of modern businesses. I saw an opportunity to break away from the rigid, one-size-fits-all approach of traditional firms and provide tailored, proactive accounting solutions. 

One of the biggest challenges was convincing potential clients that a boutique firm like Accountfully could offer superior service and expertise compared to larger, more established competitors.  In addition to this, earning trust and convincing clients to adapt to what was (at the time) fairly new, cloud-based systems to support accounting, payroll, billing, and time-keeping methods.  

Accountfully challenges the traditional accounting firm model. Can you elaborate on how your approach differs and how it benefits modern brands and businesses?

Unlike traditional firms that often operate with a generalized service menu and archaic methods, Accountfully has personalized, scalable service offerings that can support smaller businesses where they need the support most.  As they grow and become more complex, we can support these needs as well with the same, if not more, expertise than the classic, more rigid accounting providers.  We have deep connections with other service providers in our clients’ industries that allow us to refer them to other service providers that can support them in their changing needs.  It becomes a flexible, supportive service that can meet the needs of a company from pre-revenue to beyond $15mm per year.  Some of our older clients are now exiting with favorable acquisitions that we are supporting too.  It is nice to know that our services were able to help create healthy, profitable businesses that are now being purchased by bigger companies.  Some of these founders were barely getting by with an hourly bookkeeper piecing together the books one month at a time when they became clients.  Now they are thriving and selling their successful business and moving to the next big adventure as successful entrepreneurs. 

A human-centric management approach has benefited our clients greatly, because it allows our team the mental space to be at their best and bring a sense of open-mindedness and innovation to our clients.  

“Leaving the corporate accounting world was driven by a desire to create something more personalised and responsive to the needs of modern businesses.”

By the time I founded Accountfully, I had learned a lot from my accounting career and had experienced leadership from both good and bad leaders.  From this experience, I was able to bring a management style that was more impactful to a newer generation of accountants and small businesses.  Finding good people and allowing them the space to be great and do the work outside of the confines of a classic accountant work week (i.e. 60 hours a week in a stuffy office).  With a team of knowledgeable accountants having the freedom to think and be creative on their own terms means we can provide truly great accounting, tax and finance guidance without the mind-numbing impacts of a rigid burnout culture.  Better yet, we get  to serve businesses that are making tangible impacts on technology, food and the world in general.  It feels much more rewarding knowing that this effort and work is contributing to something worthwhile.

How has technology played a role in shaping the services Accountfully offers, and what technological advancements do you see as crucial for the future of accounting?

Technology is at the core of Accountfully’s service model. Back in 2012, we were one of the first to use solely cloud-based platforms and automation tools to streamline processes, enhance accuracy, and improve collaboration with our clients remotely. Using these tools allows us to be nimble, gives us world-class business continuity and has allowed us to be a mainly remote firm for over a decade.  

Many of our clients thrived during the COVID years because they adopted our cloud-based practices and were able to continue operating and pivot as needed when in-person work was not an option.  Now, past COVID, they have unlocked talent they would never have had access to if it were not for remote work being normalized.  Another factor leading to their continued success and expansion.

Looking ahead, advancements in AI and machine learning will further transform accounting, enabling predictive analytics and even more personalized client experiences in the way of better reporting, faster analysis and better communication across the board.  On the flip side, technology will never completely replace the network of our US-based team members and the unique knowledge they bring to our clients.  Our world-class service is one of the key factors that sets us apart from other smaller outsourced accounting firms.  We have no plans to offshore functions or cut corners.

You emphasize the importance of work-life balance for your team. How do you ensure this balance is maintained, and what impact does it have on your company culture and client relationships?

Maintaining work-life balance is a priority at Accountfully. We foster a culture that values flexibility, autonomy, and well-being. Remote work options, flexible hours, and supportive policies ensure our team members can thrive professionally and personally. This approach not only boosts employee morale and retention but also enhances our client relationships as happy, balanced team members deliver exceptional service.  

We care about building a strong team of accounting professionals that come from startup, small business and specialized backgrounds.  It is important to us to provide a healthy, W2 career that allows a team member to hone their craft and grow with the company.  Our clients appreciate the personalized, human approach and get very close to their teams.  We understand that the human relationship factor can never be replaced by tech as it’s one of the most important aspects of client service.  

With services tailored to meet specific client needs, how does Accountfully assess and determine the right combination of services for each business?

From the first conversation with a potential client, we are able to get a sense of where they are as a company.  We get to know what type of business they are, what their revenue size is, where they are experiencing challenges, what their goals are, and more.  We match them with the service level we think would meet their needs and continue to communicate and offer solutions over the length of the relationship to ensure we are supporting their success.  

Every new client goes through our onboarding process to ensure they meet the minimum requirements to be a successful company long-term.  This is a clean up and set up phase that gets any old bookkeeping up to date and syncs them across all of our hallmark systems.  Chart of Accounts and reporting is dialed in and we establish a proper month-end close process.  These core accounting foundations often get skipped or half-implemented when well-meaning, successful small business owners grow beyond their DIY accounting abilities.

We stay in touch with the client at multiple levels throughout their journey with Accountfully.  They meet regularly with their accounting team and have access to their manager to address any issues or concerns they may have.  In addition to this relationship, they are supported through our client experience team with regular, neutral check-ins.  Our goal is always to address any concern proactively, swiftly, and solve any challenges with an open mind and steadfast support.  

What are your long-term goals for Accountfully, and how do you plan to continue evolving the firm to meet the changing needs of your clients and the accounting industry? Our long-term vision for Accountfully revolves around sustained innovation and client-centric growth. We aim to expand our service capabilities while maintaining our boutique approach to client relationships. Embracing emerging technologies and staying ahead of industry trends will enable us to continually enhance our offerings and deliver unmatched value to businesses navigating the complexities of modern finance.  At the same time, we will continue to offer a personal touch through a strong team of knowledgeable accounting professionals dedicated to their businesses success.