How aligning tech and verticalization fuels CAS growth

As more accounting firms evolve their client advisory services (CAS) practices, one strategy is gaining serious traction: verticalization. For firms looking to go deeper with their clients and scale smarter, specializing in the professional services vertical is proving to be a powerful differentiator.

It’s not just about industry alignment, but rather driving value in a way that generalist approaches simply can’t. And when you combine that vertical focus with flexible, insight-driven technology like Sage Intacct, the path to higher-margin, advisory-rich engagements becomes clearer — and faster.

The “why” behind the verticalization wave

More than three out of four (77%) of CAS practices reported a move toward verticalization in the CPA.com and AICPA PCPS CAS Benchmark Survey. It’s a strategic shift driven by client expectations. As Becky Munson, partner at Eisner Advisory Group, explains, “There is no more being a general practitioner. Clients want to know that we understand their business at the same level they do.”

Specialization helps firms deliver deeper insights, higher-quality service and faster onboarding through repeatable processes tailored to a specific client type. In short: better outcomes, less friction.

Professional services is a strong entry point for CAS expansion, particularly for firms looking to deepen specialization in a familiar business model.

Many accounting firms find it to be a natural fit because they operate under similar dynamics: time-based revenue, project workflows, and margin-conscious service delivery. As Munson notes, “We are a professional services firm ourselves. We know that business.”

But it’s far from the only opportunity. CAS firms are also successfully scaling in verticals like nonprofit, manufacturing, healthcare, and SaaS. Each has its own set of needs and nuances.

The common thread across all of them? Clients expect more than generalist accounting. They want advisors who understand their world.

Why professional services is a smart CAS bet

Accounting firms serving professional services clients — think law firms, architecture firms, consultants, creatives — are finding themselves uniquely positioned to scale advisory.

These firms are:

• Highly reliant on people and projects
• Struggling with margin visibility and utilization metrics
• Facing pressures from globalization and remote talent models
• Actively seeking outsourced finance support with insight baked in

However, sustaining growth isn’t without its challenges. Firms need to navigate increasing complexity to remain profitable and competive amid rapid changes. According to Sage Intacct’s Professional Services Maturity Benchmark Report, the most common issues include:

• Attracting and retaining top talent
• Navigating a more global, multicultural workforce
• Managing unpredictable revenue and on-time delivery

Advisory-oriented CAS practices can help solve for all of the above — if they're armed with the right tools and positioning.

Scaling with value

To move from controller-level services into full advisory mode, firms need more than just industry focus — they need systems that deliver actionable insights, streamline operations and support flexible service delivery. Here’s where tools like Sage Intacct can elevate a CAS practice serving professional services clients:

• Dashboards: Real-time performance insights for both clients and internal teams. One user likened them to an “adult Etch A Sketch” — a creative tool to visualize what matters most.
• Dimensional reporting: Easily slice data by project, location or team to drive granular conversations around profitability.
• Project costing & billing: Start small, even with one project, to establish a scalable foundation for insights and accurate invoicing.
• Automation & AI: From intelligent time tracking to dynamic allocations, automation unlocks capacity and reduces risk of human error.

And for firms just getting started with professional services clients, the advice is simple: start small. Build a dashboard for one internal team. Test project accounting with a single client. Use those early wins to refine your approach before rolling it out more broadly.

Evolving from financial CAS to strategic insight

Many CAS practices plateau in what CPA.com describes as “financial CAS” — providing transactional, compliance-focused and controller-level services without fully embracing strategic advisory.

The jump into CFO-level services often requires:

• Redefined service offerings (e.g., forecasting, scenario planning, KPI modeling)
• Deeper vertical expertise
• Real-time financial visibility (powered by dashboards and dimensions)
• Scalable systems and repeatable delivery frameworks

Verticalization makes this shift more manageable. With a clear client profile, firms can streamline onboarding, tailor communications and build internal expertise. It also improves operational efficiency — enabling advisory at scale without burning out teams.

Pairing vertical strategy with CPA.com’s CAS 2.0 framework — which focuses on refining strategy, operations, talent and growth — can accelerate this evolution even further.

Aligning your firm to scale

Professional services firms are looking for partners who understand their operations, speak their language, and deliver strategic insight — not just reconciled reports. Modern CAS firms are uniquely positioned to meet that demand.

By combining a vertical focus with technology that supports visibility, automation and scale, CAS practices can move up the value chain, strengthen client relationships, and create a more efficient, impactful firm model.

Explore more resources designed to help you grow, specialize and lead with insight at cpa.com/client-accounting.

About the author:

Kimberly K. Blascoe, CPA, leads CPA.com’s CAS 2.0 practice transformation programs, focusing on helping firms establish and grow optimized CAS practices through consulting, practice development and training offerings. Prior to joining CPA.com, Kim spent more than 30 years in public accounting, which included leading the CAS practice for a Top 20 firm.