Thrivecast: A Podcast for Accountants Episode 167: Moving Beyond Being Just a Service Provider with Sarah Acton
May 26, 2025
Sarah Acton, Chief Customer Officer at BILL, shares her insights on transforming the accounting profession. She argues that accountants should evolve beyond traditional service roles to become technology advisors. Embracing AI and automation can free professionals to focus on building genuine client relationships. Acton emphasizes the importance of understanding client needs and encourages accountants to experiment and guide clients through tech adoption fears. Ultimately, authenticity and efficiency are key to establishing credibility and driving success.
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Entrepreneurial Roots Influence Role
- Sarah Acton shares her experience growing up in a legal practice that served inventors.
- This background gave her empathy and a firsthand view of entrepreneurship challenges.
Technology Elevates Accountants’ Role
- Customers now demand insights and partnership, not just data.
- Technology automates tasks, enabling accountants to deliver higher value advisory services.
Accountants as Tech Advisors
- Small and mid-sized businesses rapidly adopted diverse tech stacks after COVID.
- Accountants are increasingly seen as trusted technology advisors guiding clients through tools.