Kicking CAS – Lunch & Learn Series… Why CAS Fails When Built in Pieces

Featuring Kate Serpe, CPA, ACC, CAS PS Leader, CPA.com

CPA firms invest heavily in Client Advisory Services—new technology, new hires, or new offerings—yet still struggle to scale, price confidently, or demonstrate impact. ​

In this 30 minute Lunch & Learn session, we’ll explore why CAS so often struggles to succeed when built incrementally rather than designed holistically. We’ll examine common problems, such as tech-first implementations, reactive service add‑ons, pricing complexity, and unclear ownership, and explains how each one undermines scale, margins, and confidence.​

We’ll introduce a holistic framework for CAS design, highlighting the ways that strategy, ideal client definition, service packaging, pricing, staffing, technology, and success metrics are interdependent, and must be designed together to scale.

Bring your questions. We’ll bring the candor.