Cracking the CAS growth code
The client advisory services (CAS) practice area continues to present one of the most compelling growth opportunities for accounting firms, with top firms projecting a 99% growth rate over the next three years, according to the latest CPA.com…
The client advisory services (CAS) practice area continues to present one of the most compelling growth opportunities for accounting firms, with top firms projecting a 99% growth rate over the next three years, according to the latest CPA.com and AICPA PCPS CAS Benchmark Survey. As clients face increasing financial complexity, CAS offers a path for firms to deepen relationships, establish recurring revenue and deliver greater impact. And as CAS evolves, the path to growth has become more strategic, and a firm’s success depends on far more than offering the right services. It hinges on how well it positions, communicates and delivers those services to the right clients.
Firms that approach CAS growth intentionally are rethinking their marketing strategies from the ground up. We’ve partnered with the Association of Accounting Marketing (AAM) to create the CPA.com and AAM CAS Marketing Toolkit, which is designed to help firms in this process. The toolkit dives into these six steps firms can take in clarifying their value, focusing on outcomes, and building stronger alignment between marketing, CAS leadership and firmwide strategy.
Lay the foundation with integrated planning
In many firms, CAS starts with a few core services, such as bill pay, spend management and budgeting, supported by a talented team. Marketing often enters the picture later, tasked with promoting the offering once delivery is already underway. This reactive approach can lead to misaligned messaging, unclear value propositions and inconsistent client experiences.
By bringing marketing into the CAS planning process early when building or formalizing a CAS practice, firms can align their delivery approach with their marketing strategy from the start. Marketers can contribute to the development of ideal client profiles, service packaging, pricing models and go-to-market plans. This early collaboration ensures that messaging reflects the full value of the service and that client expectations are managed from the first interaction.
Marketing is most effective when it is not simply supporting CAS, but helping to shape its strategy.
Strengthen your internal story
Growth often starts within the firm. A common challenge in CAS practices is the lack of internal understanding. Partners and team members outside the practice may not be clear on what CAS includes, how it differs from traditional accounting services, or which clients it is best suited for. Without shared understanding, it becomes difficult to generate referrals, create collaboration across service lines or explain the service clearly to prospective clients.
Firms that prioritize internal communication can overcome this barrier. A consistent internal message can build confidence, improve handoffs and create alignment across the organization. CAS leaders can work with marketing to create clear talking points, firmwide updates and internal resources that answer common questions and help team members speak about CAS with confidence.
A well-informed internal audience will be one of your strongest drivers of growth.
Connect with what clients truly need
Marketing messages that focus only on service descriptions often fail to connect to client pain points. Listing services such as reconciliations, dashboards and reporting does little to convey the value clients receive in a long-term CAS engagement. Clients are not looking for deliverables. They are looking for peace of mind, better visibility into performance and strategic guidance that helps them grow.
Effective CAS marketing focuses on the problems clients are trying to solve. Whether clients are struggling with cash flow uncertainty, manual processes or financial blind spots, messaging should reflect those challenges. Highlighting outcomes, sharing real stories and demonstrating impact will always be more persuasive than listing features.
Clients want to know how your firm can make a difference. Show them that you understand their world and have the expertise to guide them forward.
Specialize to create scale
It may seem counterintuitive, but narrowing your focus can unlock greater growth. Firms that specialize in serving a specific industry or client segment often build more efficient and scalable CAS practices. Specialization allows for streamlined processes, deeper expertise and messaging that speaks directly to the needs of your audience.
Instead of trying to serve every type of business, firms can assess where they already have traction. Look for industries where your team has experience, where there is strong client demand, or where your firm has made technology investments. From there, marketing can develop campaigns and messaging that reflect the nuances of that industry, positioning your firm as a trusted expert.
Let your pricing tell a story
Pricing models communicate more than just cost. They send a message about how your firm works with clients, what value you provide, and how your services are structured. As more CAS practices move away from hourly billing and toward fixed-fee or subscription pricing, clear and consistent communication around pricing becomes even more important.
Marketing plays a key role in this conversation. Articulating what is included, how services are delivered, and why a pricing model creates value for clients helps set expectations and build trust. Pricing transparency also supports sales conversations and reinforces your overall brand positioning.
Use data to adjust and improve
Marketing efforts are most effective when they are measured and refined over time. For CAS practices, that means focusing on metrics that go beyond clicks or impressions. The most valuable insights come from tracking performance indicators that are tied to growth and client engagement.
Firms should consider monitoring:
- New client acquisition by service type or industry
- Number of services delivered per client
- Conversion rates from lead to signed engagement
- Website and content engagement related to CAS topics
- Internal referral activity and lead sources
With this data, firms can evaluate which messages are working, identify areas for improvement and make informed decisions about future marketing investments.
A toolkit to put strategy into action
For firms ready to take the next step, the CAS Marketing Toolkit from CPA.com and AAM offers practical support. This free resource is built to help firms clarify their CAS value, align marketing with service strategy and accelerate growth.
The toolkit includes planning templates, internal communication guides, messaging examples and sample personas designed for firms at any stage of their CAS journey, from launch to expansion.
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.