It’s Not Just the Numbers is a podcast for accounting firm owners, leaders, and professionals building modern firms beyond compliance.
Hosted by Damien Greathead and Penny Breslin, the show explores what it really takes to create a sustainable, advisory-driven accounting practice in a profession undergoing rapid change. From technology, systems, workflow, and pricing strategy to leadership, client experience, staffing, and the future role of the accountant — this podcast goes beyond the spreadsheets and into the real conversations shaping the profession.
Each episode features practical insights, honest discussions, and lessons from firm owners, industry experts, technology leaders, and operators working at the forefront of modern accounting.
Whether you’re building a Client Advisory Services (CAS) practice, refining your operations, navigating AI and automation, or simply trying to build a better firm, It’s Not Just the Numbers delivers thoughtful conversations grounded in real-world experience.
Because the future of accounting isn’t just about compliance.
It’s about strategy.
It’s about relationships.
It’s about systems.
It’s about leadership.
And ultimately, it’s not just the numbers.
A Beyond Numbers podcast.
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Données mises à jour le 03/09/2026
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When Clients Drag You Down: Scope, Delays and Profitability in Client Accounting Services
Épisode 83
lundi 24 août 2026 • Durée 45:58
Building a successful client accounting services practice isn't just about choosing the right software or pricing model — it starts with the clients you choose and how openly you communicate with your team about what drives profit.
In this episode, co-hosts Damien Greathead and Penny Breslin field listener questions on some of the most pressing operational challenges facing CAS firm owners today. The conversation opens with a deceptively simple question: how much should your team know about client profitability? Penny and Damien unpack why sharing the profitability of services — rather than individual client financials — can help your team understand the impact of scope creep, delays and inefficiency, without exposing sensitive numbers.
From there, they dig into the real-world damage caused by clients who chronically delay. Penny shares how repeated bottlenecks from a handful of clients can derail an entire workflow, stress the team and block the path to higher-value advisory work. They discuss practical strategies for identifying the root cause of delays — whether it's missing documents or unanswered questions — and adapting your communication method to suit each client.
The episode also covers the case for vertical specialisation, with real examples of firms that specialised in breweries, dental practices and restaurants, including how deep industry knowledge helped one firm help clients pivot through COVID lockdowns. Damien and Penny close with a candid discussion on AI's actual impact on accounting workflows and the realities of using offshore teams, including why team buy-in matters more than client perception.
IN THIS EPISODE
Understand why service-level profitability matters more than client-level profitability — and how to share that insight with your team without exposing sensitive financial data
Identify and manage chronic client delays before they derail your entire workflow and block the path to advisory work
Separate "missing information" from "missing documents" in your workflow statuses to diagnose the real cause of bottlenecks
Discover how vertical specialisation can sharpen your marketing, reduce overheads and make your firm the go-to expert in an industry
Hear real examples of firms that specialised and thrived — including a restaurant specialist who helped clients pivot to distilleries during COVID lockdowns
Learn how to respond when clients ask whether AI should reduce your fees — and why the reality of AI in bookkeeping is far messier than the marketing suggests
Understand what it takes to make offshore teams successful — and why internal team buy-in matters more than client perception
Explore how to communicate the value of monthly CAS services to clients who only see the worth of annual compliance work
Companies mentioned in this episode:
Moneypennyllc.com
QuickBooks
Xero
AI in accounting - Team member or tool?
Épisode 82
jeudi 6 août 2026 • Durée 39:58
AI in Accounting: Team or Tool?
Is AI a team member, a tool, or both? In this episode, Damien Greathead and Penny Breslin dig into how AI is actually being used inside accounting and bookkeeping practices today — not in theory, but in the day-to-day.
Penny walks through a real client cleanup project where she used Claude to turn a messy Excel breakdown into a client-ready proposal in minutes (and caught the AI's own math mistake along the way). The conversation moves into what this means for team development — how firms need to intentionally build critical thinking skills in their people so they don't become passive "bot approvers," and why understanding the full context of a client (not just the transaction data) still requires a human.
They close with practical advice on how to write better AI prompts by giving the "set and setting," and where to find more from Penny and Damien.
Time Stamps:
0:00 — Intro: welcome to It's Not Just The Numbers, meet your hosts
1:49 — Is AI a team member or a tool? Opening debate
7:31 — Real case study: using Claude to build a client cleanup proposal from a messy Excel file
19:17 — Shifting focus to the team: what AI means for an 80-person accounting staff
21:07 — Teaching critical thinking skills in a technical, linear-trained workforce
23:34 — The "rainforest" mindset: seeing complex opportunity instead of fixating on crisis
26:25 — Gamifying work with AI to build critical thinking habits
31:33 — "Set and setting": how to prompt AI like you'd brief a team member
38:42 — Where to find Penny and Damien, and closing thoughts
Critical Thinking Is the New Billable Skill (And Most Firms Are Letting It Atrophy) | It's not just the Numbers
Épisode 81
jeudi 30 juillet 2026 • Durée 39:18
Tax season looked different in 2026, and it's not just volume. In this episode, Damien Greathead and Penny Breslin unpack the real AI story inside accounting firms: a live test of Juno saved 25% of prep time, clients are submitting documents faster than ever, and AI meeting assistants are replacing manual notetaking.
But the bigger conversation is about critical thinking. As AI handles more routine work, who's making sure your team can still spot the anomaly? Identify the conflict? Give a client a real perspective? Damien shares how Moneypenny is gamifying judgment, hiring non-accountants, and rebuilding firm roles around advisory rather than compliance.
This is a practitioner episode — real tools, real results, real friction. If you're building or scaling a CAS practice, this one is essential listening.
Thank you to our sponsors MoneyPenny, LLC. From bookkeeping and tax preparation to back-office support, MoneyPenny helps accounting firms increase capacity, improve efficiency, and grow with confidence.
In This Episode
Why accounting firms are seeing earlier tax document submissions in 2025
Live AI tax prep test: Juno delivers ~25% time savings, but still requires human review
The difference between OCR tools (Grunt Works, Shore Prep, 1040 Scan) and AI-layer tools
How AI can find conflicting information across reports, workflows, and client communications
The 'trust but verify' mindset, and why anomaly-hunting beats confirmation-seeking
Gamifying critical thinking to keep accounting teams sharp in an AI-assisted environment
The 80/20 rule: who will rise to the top as AI takes over routine tasks
Building distinct firm roles: traffic cop, trusted advisor, tax expert
Why MoneyPenny is hiring data scientists instead of more accountants
Connect with the hosts on LinkedIn
It's Not Just the Numbers - Bonus Episode - The Human Side of Advisory with Steven Ladd
Épisode 80
mercredi 10 juin 2026 • Durée 36:45
In this special "After Hours" episode, hosts Damien Greathead and Penny Breslin sit down with Steven Ladd — recovering engineer, serial entrepreneur, and small business advisor — to explore what it really means to serve small business owners beyond the debits and credits.
Steven shares his journey from engineer to entrepreneur to advisor, and how working with small businesses during COVID revealed a hard truth: most owners don't have a financial foundation — and most advisors don't know how to connect with them on a human level.
In this episode, you'll hear about:
Why speaking plain English (not EBITDA) changes everything
The "Lemonade Stand" model for helping owners understand their own business
What the Catalyst program looks like in practice — and what real value delivery looks like in the first 90 days
The difference between a compliance mindset and a true advisory relationship
Why the best advisors ask great questions rather than have all the answers
Whether you're an accountant looking to move into advisory, or a bookkeeper ready to offer more value, this conversation will give you the confidence and framework to take that next step.
0:00 – Introduction & Welcome
0:22 – About the "After Hours" format
0:54 – Recap of previous episode: Defining Advisory Services
5:09 – Working with small businesses through COVID
8:28 – How Steven describes what he does: "Love and Systems"
10:40 – Why jargon (like EBITDA) gets in the way
– What the Catalyst program looks like in practice
Smart Ways to Streamline Your Accounting Firm
Épisode 79
vendredi 9 août 2024 • Durée 44:19
Are your accounting firm's processes truly optimized, or are you considering automation as a quick fix to deeper workflow issues?
In this episode, hosts Damien Greathead and Penny Breslin are joined by Korey Cournoyer to explore the world of automation within accounting firms. They discuss the importance of process documentation, the benefits of strategic automation, and how to approach implementation effectively. The conversation highlights the need for standardization, efficient workflows, and proper utilization of technology to ensure success. Korey emphasizes the significance of understanding why automation is needed and addressing those issues internally before implementation.
Korey is the CEO of STRMS.io, which works within the accounting and finance industry to help firms document, optimize, and automate their workflows and processes. He is not building another app for firms to deploy but is helping build custom automations that help firms scale by connecting their existing apps across their existing workflows. His company supports firms looking to scale without exponentially increasing headcount or costs. Before co-founding STRMS, Korey helped grow and scale an accounting firm, GrowthLab Financial, for over nine years.
[00:00 - 14:45] Intro and The Importance of Process Documentation
Damien, Penny, and Korey discuss the critical role of process documentation in successful automation.
Understand the need for standardization before implementing automation solutions.
Korey explains his company's approach to helping firms identify automation opportunities.
Clear process mapping is crucial for effective automation implementation.
[14:46 - 27:14] Benefits of Automation
Automation can improve efficiency, reduce errors, and enhance client experiences.
Emphasize the importance of transparency with employees about automation goals.
Identify areas where automation can positively impact employee satisfaction and retention.
Korey shares insights on focusing on high-value, repetitive tasks for automation.
Outsourcing Your Accounting: Tips and Strategies
Épisode 78
vendredi 26 juillet 2024 • Durée 42:52
Are your accounting firm's processes truly optimized, or are you considering outsourcing as a quick fix to deeper workflow issues?
In this episode, hosts Damien Greathead and Penny Breslin delve into the topic of outsourcing within the accounting industry. They discuss the challenges firms face with staffing shortages, the increasing client demand for accounting services, and the importance of having robust internal processes before considering outsourcing. The conversation highlights the need for clear communication, efficient workflows, and proper utilization of technology to ensure success. Penny emphasizes the significance of understanding why work is not getting done and addressing those issues internally before outsourcing.
[00:00 - 10:00] Introduction and Staffing Challenges
Damien and Penny discuss the constant busy season in the accounting industry and the rising demand for outsourcing services.
Understand the industry's current state and the increasing need for efficient processes.
Penny discusses the high demand for remote workers and the increase in outsourcing booths at conferences.
Competitive salaries and clear role definitions are crucial for attracting and retaining talent.
[10:01 - 20:00] Client Demand, AI Impact, and Effective Outsourcing
Damien and Penny explore the growing client demand for various accounting services, despite technological advancements.
Emphasize the unique value and services your firm offers to differentiate from competitors.
Identify and address internal workflow issues to ensure successful outsourcing.
[20:01 - 30:00] Technology and Client Communication
Damien and Penny discuss the role of technology in managing workflows and client expectations.
Utilize technology efficiently and ensure clients are trained to use it properly.
Podcast Marketing: Why Do It?
Épisode 77
vendredi 14 juin 2024 • Durée 40:00
Are you maximizing your firm's potential by effectively marketing your services, even when you're swamped with work?
In this episode of "Strategy and the Virtual Controller," Penny Breslin interviews Damien Greathead about marketing for accounting firms. They discuss the importance of maintaining an updated and specific website, effective client communication, and strategic marketing even when firms feel they are overwhelmed with work. They highlight the value of newsletters and automated communication to keep clients engaged and address their needs proactively. The conversation also covers the significance of defining ideal clients and creating a clear referral system, ensuring firms can attract and retain both clients and employees.
Dive in to discover strategic tips on balancing workload and client acquisition!
[00:00 - 05:21] Introduction and Importance of Specific Websites
Damien Greathead emphasizes the need for accounting firms to have specific, updated websites.
They discuss basic services like budgeting and forecasting.
[05:22 - 15:10] Importance of Marketing and Communication
Marketing is important for firms even when overwhelmed with work.
The hosts give examples of misleading advertising and defining Client Advisory Services (CAS).
[15:11 - 25:30] Effective Use of Websites and Newsletters
Penny and Damien discuss how an outdated website can negatively impact firm perception.
What is the role of newsletters in client communication and prompting additional projects?
[25:31 - 36:00] Client and Employee Engagement
Data-Driven Advisory Success with James Childress
Épisode 76
vendredi 24 mai 2024 • Durée 43:53
Are you leveraging data effectively to close the gap between your business goals and your current performance?
In this episode, co-hosts Damien Greathead and Penny Breslin interview James Childress, a former CPA who transitioned his firm to focus exclusively on advisory services. James shares his journey from a traditional CPA firm to specializing in providing advisory services, emphasizing the importance of data-driven decision-making. He discusses the challenges of reducing his client base and team size, the significance of choosing the right clients and team members, and the need for specialized tools like Tableau and data analysis to offer high-value advisory services. The conversation also touches on the necessity of verticalizing services and the importance of attending industry-specific events to better understand client needs.
James Childress, a CPA for over twenty years, has a deep-rooted passion for supporting individuals with their businesses on a grander journey toward growth. His personal experiences navigating significant trauma and the challenges of finding the right support have fueled his dedication to making a difference in others' lives. After enduring hardships within a high-control group during his formative years, James embarked on a quest to rebuild his life and create a nurturing environment for himself and his loved ones. It was through the transformative power of therapy that he found solace and regained control over his destiny.
Recognizing the profound impact mental health support had on his own life, James embarked on a mission to extend this vital assistance to a broader audience. With nearly two decades of experience in accounting, he transitioned his expertise to become a catalyst for growth and profitability across various small to medium-sized businesses. James's journey has led him to specialize in empowering mental health professionals to thrive in their practices. By leveraging his unique blend of financial acumen and compassionate understanding, James and his dedicated team are committed to bridging the gap between trauma and healing. Their goal is to facilitate sustainable growth and prosperity for all businesses while prioritizing the well-being of individuals and communities they serve.
Navigating Cyber Threats with Christophe Reglat
Épisode 75
vendredi 19 avril 2024 • Durée 47:15
In this episode, hosts Damien Greathead and Penny Breslin delve into cybersecurity within the realm of CPA operations with guest Christophe Reglat. Christophe discusses his extensive background in managing data centers and the evolution of cybersecurity, particularly focusing on the challenges CPAs face. The conversation covers the importance of continuous vigilance in cybersecurity practices, the development and function of the WISP (Written Information Security Program), and how cybersecurity isn't just a technical requirement but a moral one to protect clients' sensitive information.
[00:00 - 10:00] Christophe's Experiences and the Importance of Cybersecurity
Christophe talks about his experience since 2002 and the critical nature of compliance and security in data centers.
He emphasizes the non-stop nature of cybersecurity efforts in protecting CPAs.
[10:01 - 20:00] WISP, Real World Applications, and Cybersecurity Misconceptions
Christophe’s explanation of WISP's role in ensuring CPA firms' security.
He discusses how breaches can occur and the dual approach needed for cybersecurity within local environments and data centers.
Penny shares anecdotes about implementing security measures in her practice.
What are the common misconceptions about cybersecurity among CPAs?
[20:01 - 30:00] Technological Advancements in Security
The conversation shifts to the ongoing need for cybersecurity updates and the pitfalls of complacency.
The landscape of cyber threats is continuously evolving along with the necessity for CPAs to adapt.
Christophe discusses the implementation of AI in cybersecurity measures.
Continuous updates and real-time monitoring are essential due to the fast-paced nature of cyber threats.
[30:01 - 40:00] Security in Various Environments and Ethical Responsibilities
Transforming Accounting: Embracing Change for Sustained Success
Épisode 74
vendredi 22 mars 2024 • Durée 32:38
Are your accounting practices ready for the transformative wave of technology, or are you stuck in the compliance grind?
In this episode, hosts Damien Greathead and Penny Breslin discuss the importance of transformation in accounting firms. They touch on the continuous nature of tax season, the challenges firms face in adopting new technology, and the necessity of internal readiness for successful outsourcing. Penny shares experiences of firms struggling to adapt and emphasizes the need for clear processes and acceptance of change for successful transformation. The conversation also delves into the broader implications of technological transformation in the accounting industry, highlighting the potential benefits and the need for a collective effort to facilitate change.
[00:00 - 05:00] Introduction to the episode
Damien introduces the theme of accounting technology and transformation.
Penny shares her location and comments on the changing nature of tax season.
The accounting industry is evolving beyond traditional seasonal workflows.
[05:01 - 10:00] Discussing continuous tax season and client demands
Damien and Penny discuss the year-round nature of tax work and client expectations.
Penny talks about the increase in client onboarding and the pressure on firms.
Firms must adapt to constant demand and be prepared for continuous operation.
[10:01 - 15:00] Challenges in adopting new technology
What are the difficulties firms face when integrating new technology?
Penny shares a story of rejecting a client due to their unpreparedness.
Successful technology adoption requires readiness and structured processes within the firm.
17:10 – The "Lemonade Stand" model for business clarity
24:15 – After the Catalyst: bookkeeping options & the fork in the road
29:13 – Empowering owners to become the Operator
31:15 – How big is Steven's company? (The answer may surprise you)
32:44 – A client success story: from skeptic to $250K loan
35:46 – Wrap-up & connect with Steven on LinkedIn
[27:15 - 35:35] Practical Applications and Implementation Strategies
They discuss specific areas where automation can be particularly effective, such as client onboarding.
Utilize automation to streamline internal processes like reporting and communication.
Korey explains the subscription model approach to make automation services more accessible.
The group discusses the potential cost-effectiveness of automation compared to traditional solutions.
[35:36 - 44:06] Long-term Benefits and Final Thoughts
Penny and Damien reflect on how automation can free up mental space for firm owners and employees.
Regularly review and update processes to maintain efficiency and effectiveness.
The value of combining process improvement, outsourcing, and automation strategies.
Invest in automation as a long-term solution for firm growth and employee satisfaction.
Direct Quotes
"Before we even start development or anything, we'll spend a few hours with firms and like help them map and document and understand like what automations are going to be realistic." – Korey Cournoyer
"I think standardization is the first step to becoming flexible." - Penny Breslin
Penny shares experiences of managing client expectations and internal team coordination.
Allocate responsibilities effectively within the team to maintain operational efficiency.
[30:01 - 40:00] Reflecting on Processes and The Role of Internal Training
Penny advises firms to revisit and optimize their processes, especially during slower periods.
Regularly review and update processes to stay efficient and effective.
The value of rephrasing questions is to understand and solve workflow issues better.
Invest in training and clear communication to enhance team performance.
Direct Quotes
"If work isn't getting done for other reasons, outsourcing is the solution because the systems are working well, the teams and you want to grow." - Damien Greathead
"You need to present a value to your clients and that you're worthwhile." - Penny Breslin
"Before you outsource, make sure you're really good at what you do and your processes are standardized." - Damien Greathead
Engaging with both clients and potential employees through clear communication is vital.
The firm's website and marketing materials reflect the firm's true values and services.
[36:01 - 39:00] Practical Marketing Strategies
Implement practical marketing strategies such as newsletters and automated follow-ups.
Penny and Damien highlight the importance of having a clear and defined marketing and sales process.
They also encourage firms to continuously update their marketing strategies and maintain client engagement.
Direct Quotes:
"I would just encourage accounting firms to take a look at that website and skinny it down. Get more specific." - Damien Greathead
"Even if you're not necessarily looking for new clients, I think there's a real opportunity for firms just to take a look at their shop front." - Damien Greathead
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