Busy season horror stories of 80-hour weeks, sleepless nights, and lost weekends have long defined the accounting profession. But GWCPA Managing Partner Samantha Bowling is trying to rewrite that narrative.

This past tax season, her firm went bold: no weekends, a hard cap of 50 hours per week, mandatory extensions for every tax client, upfront pricing, and — maybe most surprising — a 15% fee increase for tax clients, with full transparency and little surprising pushback. The payoff? Nearly full client retention, lighter partner workloads, and a team that felt energized instead of exhausted.

In this episode, Samantha shares how GWCPA pulled it off, what challenges came with the changes, and why people-first innovations like these may be the key to attracting talent and future-proofing the profession.

If you have ever thought, “There has to be a better way,” you will want to hear this conversation. Listen to it in its entirety:

Resources

• Visit GWCPA.com.
• Follow the firm on Facebook | LinkedIn | YouTube
• Follow Samantha Bowling on LinkedIn | Instagram | Facebook | X
• Read: Could this be the end of the grueling tax season? How some firms are making it happen
• Read: IRS staff cuts could put burden on practitioners to explain OBBBA
  
  
• MACPA's AI resource center: Your gateway to the artificial intelligence resources that will improve your work as a CPA. Access the resources and events here.
  
  
• AI Learning Program: This immersive education experience is designed for CPAs and accounting professionals, offering a cohort-style education with an interactive and hands-on approach to mastering AI in the context of accounting. Check out the schedule of upcoming courses here.
  
  
• AI Foundations self-study: AI is already reshaping accounting. But many accountants are wondering where to begin. Our AI Foundations course gives you practical, hands-on training to teach you how to use AI in meaningful ways. Get details here.
  
  
• Give your tax practice an AI boost with Blue J: The MACPA has partnered with Blue J, a GenAI tool that empowers tax professionals to research expertly, draft instantly, and achieve superior client outcomes. Watch a demo and get preferred pricing here.