Meet your clients where they are.
The Disruptors
With Liz Farr
When Tina McGill, founder of MMAS CPA, transitioned from working as an assistant CFO at a university to public accounting, she first noticed “how segmented we were from the client experience.” She was delivering the data the partners told her needed to be delivered, “But the client didn't necessarily understand what I was delivering.” For seven years, in her conversations with clients, she followed the “checklist of what I'm supposed to give you.” While she felt good about achieving what she was supposed to do, she realized that she "wasn't creating meaningful impact.”
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That insight inspired her to start her advisory journey to provide clients with the information they need for success. “What business owners are really looking for are actionable insights,” says McGill. She points out that, as accountants, “there's so much value that we can bring to the table with these numbers and analytics and data, but we're not providing it in a way that's efficient and effective for them to make decisions.”
