Transparency Is Underrated — and It’s One of the Most Valuable Assets a CPA Firm Can Build

As we close out 2025, I want to talk about something that doesn’t get nearly enough attention in our profession: 

Transparency. 

Not transparency in the regulatory sense.

Not compliance disclosures. 

But leadership-level transparency — the kind that keeps clients informed, reduces anxiety, and builds long-term trust. 

Earlier this month, I sent a year-end email to clients of Straight Talk CPAs.

Not to sell.

Not to promote services. 

Simply to explain: 

• what we focused on in 2025 
• why we made certain decisions 
• and what they can expect heading into 2026 

I want to share a few excerpts from that message here — not because the specifics matter to your firm, but because the approach does. 

 

What Clients Really Want (But Rarely Say Out Loud) 

Most clients don’t expect perfection. 

What they want is: 

• to understand what’s happening 
• to know what’s changing (and why) 
• to feel that someone is thinking ahead on their behalf 

Silence, even when things are going well, creates uncertainty. 

That’s why I opened the email this way: 

“If you’re a client of Straight Talk CPAs, you probably work more closely with our team than with me directly—and that’s by design.” 

That one sentence does a lot of work.

It explains structure.

It reinforces intentionality.

And it reassures clients that the firm isn’t dependent on one person. 

For CPA firm owners thinking about transition or long-term value, that matters. 

 

Explaining Focus Builds Confidence 

I went on to share where our leadership time went in 2025: 

“In 2025, we spent less time chasing shiny things and more time strengthening the fundamentals.” 

Then I explained what that meant in practice: 

• investing in technology and data security 
• investing in team depth 
• tightening processes 
• making tax planning proactive 

None of this is groundbreaking.

But naming it explicitly signals discipline. 

Clients don’t need every operational detail — they need confidence that someone is steering the ship deliberately. 

 

Transparency Reduces Dependency 

One of the biggest risks in a CPA firm — especially when it comes to valuation — is key-person dependency. 

Clear communication helps reduce that risk. 

When clients understand: 

• how the firm is structured 
• why decisions are made 
• who is responsible for what 

…they build trust in the organization, not just the owner. 

That trust is transferable.

And transferable trust is valuable. 

 

Looking Ahead Without Overpromising 

In the email, I also addressed 2026: 

“Our focus for 2026 is straightforward: a better client experience and a better team experience.” 

Notice what’s not there: 

• no hype 
• no bold predictions 
• no inflated promises 

Just clarity and accountability. 

This kind of communication sets expectations — and gives clients permission to speak up when something feels off. 

That’s how firms get better. 

 

Why I’m Sharing This With CPA Firm Owners 

Because transparency isn’t about being vulnerable for vulnerability’s sake. 

It’s about: 

• reducing noise 
• building confidence 
• strengthening relationships 
• and creating stability over time 

Firms that communicate proactively experience: 

• higher retention 
• fewer misunderstandings 
• less emotional labor for the owner 
• and smoother transitions when leadership evolves 

 

A Look Ahead to January 

As we move into 2026, Straight Talk Transitions itself is entering a new chapter. 

In the first week of January, I’ll be sending a State of the Union message to CPA firm owners on this list — outlining: 

• what we’ve learned 
• what’s changing 
• and how we’ll be showing up differently in the year ahead 

Not as an announcement.

But as an honest conversation. 

Because the same transparency we expect inside firms should exist between leaders and the people they serve. 

 

Closing Thought 

The firms that last — and the firms that command respect and value — aren’t the loudest. 

They’re the clearest. 

They communicate early.

They explain decisions.

They don’t hide behind silence. 

As you close out this year, ask yourself: 

What would change if your clients knew more about how and why your firm operates the way it does? 

That question alone can reshape the future of your firm.