CPAs no longer the wallflowers of the financial industry...
The CPA, once the wallflower of finance, has become the prime attraction in the brokerage world. Could it be
a change in perfume? Let’s call it a function of the “new economy.” All those people benefiting directly and indirectly
from the Internet boom file tax returns, right? So even before they consider how to invest their new found riches
they beat a track to their CPAs for a little tax help. Dennis Gallant, a consultant for Boston-based Cerulli
Associates, puts it another way: Accountants are the “key access” to the “millionaire next door” -- the newly
minted mini-captain of industry who hasn’t yet made it into Who’s Who. So brokers, if they smell anything new about
accountants, it’s the sweet smell of Access.“Everybody now wants to network with the CPA,” says Mr. Gallant.
Accountants reluctant to make referrals to brokers for pay or for free…
Let’s take a step back. There have always been brokers who recognized the key role accountants could play
in developing business. Long before it became fashionable to network with the CPA crowd, those farseeing
brokers were slowly building deep relationships with their professional counterparts. In the last decade a number
of brokers and accountants created joint ventures; or CPAs and brokers built an informal but lucrative
referral system. Those relationships have taken many years to forge, in part because accountants are reluctant
to lend their good names to anyone -- be it a broker, lawyer, or window washer. Brokers say they need to
prove themselves before they can count on regular referrals. Recent changes in state securities regulations
enabling brokers to pay for accountant referrals hasn’t changed that. CPAs are cautious, says Cerulli’s Mr.
Gallant. “Their reputations are at stake. Brokers need to build a relationship (with CPAs). It doesn’t happen
just because you’re paying them for it.”
Many successful producers say they neverpay for a referral from accountants…
One million-dollar-plus producer at a major wirehouse has built a good chunk of his business on
accountant referrals. He never pays referral fees. Another major producer at a competing firm says not only
does she refuse to pay referral fees but the accountants she works with don’t want them. “They’re looking for
somebody they can trust. They are on the line when they give a referral,” she says, adding that the accountants
often recommend their clients check out two or three brokers before selecting one. One broker compares
the payment-for-referral system to selling proprietary mutual funds where the fees that are paid to the brokers are highest
but the returns may not be as attractive for clients. “Clients in this day and age are too smart for that,” he says. In
other words, high-end brokers and CPAs fear that accepting fees will compromise their integrity.
Referral relationships typically take more than a year to build...
One broker estimates that it takes more than one and a half years to build a meaningful relationship with an
accountant. She never cold calls either. Rather she says she develops relationships through client referrals,
newsletters, and mailings. Another says he will ask for the name of a client’s accountant. Then he calls to
introduce himself and ask if the CPA is accepting referrals –- could they meet for five minutes. He says he
then tries to determine whether this is a person he could work with. “You must share a similar investment philosophy,”
he says. For him the results have been phenomenal: Two-thirds of his top accounts resulted from
CPA referrals, he says.
Formal pay-for-referral programs appear to be languishing…
Wirehouse programs to pay for referrals from CPAs were launched with much fanfare. Cerulli consultant
Dennis Gallant says the current buzz on the programs has been less than spectacular. The wirehouses aren’t
saying much about how the programs are performing compared to expectations.
Phyllis Bernstein, director of
personal financial planning for the American Institute of CPAs, views the wirehouse programs at best as transitional.
Accountants may join the programs for short periods, she speculates. “Tomorrow they may decide,
‘You know, I can do it (myself).’ It’s a step. Not a final result,” she says.
Wall Street may be attracting a Trojan horse into their homes…
To be blunt, the CPA trade association envisions a day when accounting firms will provide one-stop shopping
for client financial needs: taxes, estates planning, financial planning, investment management. Sticking to the
tax business is not a viable plan for growth, says Ms. Bernstein.“We need to be higher on the value chain.”
Companies like Vanguard Group offer free tax software on their websites. “If you’re a tax person, you’re a
commodity.You need to broaden yourself,” she says. On the one hand the potential for influx of competitors is
great. Ms. Bernstein estimates about 40% of its 340,000 members would make good candidates for financial
planning and investment management advice. But only a small percentage thus far have taken the plunge. To
encourage more CPAs to take that step the AICPA recently set up a Center for Advisory Services which will
help members start and manage an investment advisory practice.
Managed money may prove to be the route for CPAs entering the advisory foray…
Some pooh-pooh the notion of an onslaught of accountants in investment management. After all, the learning
curve is steep. Tax planning and selecting mutual funds or stocks require very different skills. Mr. Gallant suggests
that you may find CPAs willing to use managed money services for their clients.Clients may find it hard
to believe that one person can be expert in both arenas. Fee-based programs where they assume both the
responsibility and liability for client investments may be the preferred route, he suggests. Currently, registered
investment advisors can turn to Schwab or Lockwood Advisors for wrap programs. A new web-based program
of investment and technology serves has recently been launched by a new entree, Envestnet, which will
assume a fiduciary role in working with independent financial advisors.
The moral: Relationship-building remains the cornerstone of a successful business...
Programs paying referral fees to other professionals -- be they accountants, lawyers, or mortgage brokers --
may give a leg up to some brokers seeking to jump start their businesses. But the pros agree: Don’t base
your business on them. Relationships based on mutual respect are the crucible for success.
We’re more than bean counters or scent makers…
We know how to add up the numbers. And we know when a deal has the right scent or not. More important,
we’re here to advise you on which firms are best for your current business and the business you would like to
build.We’ve been advising Wall Street professionals for more than 15 years. The business changes and evolves
but some things remain the same: our interest in helping you determine the best strategy for boosting your business.