The Ultimate Guide to Pricing for CPAs in 2025: How to Confidently Set Your Fees for Tax Prep, CAS, and Advisory Services

• Why pricing is your most powerful lever in 2025
• Which models work (and which quietly kill your margins)
• How to confidently move to fixed, value-based, or subscription pricing
• What top firms are actually charging—by region and service
• How to communicate price changes without fear
• Tools, templates, and scripts you can use today

This isn’t fluff. This is what the best firms are doing right now to thrive – and how you can do the same.

Why Pricing Matters for CPAs in 2025

Economic Forces Are Shifting the Ground Beneath Firms

Inflation hasn’t disappeared – it’s simmering. Your software, compliance, and staff costs are rising. Meanwhile, the IRS is a moving target, with the TCJA sunset looming in 2026, driving a surge in tax-planning urgency now. Small firms can’t afford to charge like it’s 2015 while operating in 2025.
And yet, many still do.

Practitioners on Reddit and AccountingWEB confess to chronic underpricing, often out of fear: fear of losing clients, fear of seeming “too expensive,” or fear of their own impostor syndrome.

“You need to at least add a ‘1’ in front of all those prices,” one CPA told a peer in disbelief. Another quipped, “Quadruple your rates—seriously.”

The market is shifting. Your pricing must shift with it.

AI Has Changed the Client Mindset

With tools like ChatGPT, Keeper, and Canopy, clients are increasingly exposed to automation, and it’s causing them to question what they’re really paying for. This doesn’t mean CPAs are obsolete. Quite the opposite. But it does mean you must shift how you position and price your services: less for tasks, more for outcomes.

Will Hamilton notes that in this climate, clients are incredibly “value sensitive.” They want peace of mind, strategic clarity, and proactive insight. Not just forms filed.
The firms that articulate and price their strategic value are winning.

Feast or Famine: A Pricing-Driven Trap

Across the industry, firms are splitting into two camps:

• Feast mode: Overloaded, undercharging, burning out.
• Famine mode: Waiting for referrals, afraid to raise prices.

Smart pricing helps you build a business that avoids both extremes. It attracts right-fit clients, creates predictable revenue, and protects your time. As Will says, “Pricing is the lever that controls everything.”

Take SmartPath’s 30-minute pricing audit to identify which pricing trap you’re in and how to fix it. 

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CPA Pricing Models in 2025: What Works (and What Quietly Kills Your Margins)

Pricing isn’t just a numbers game. It reflects your firm’s value, structure, and positioning. The model you choose affects revenue, client expectations, workload, and even burnout risk.

In 2025, four dominant pricing models still exist in the accounting space, but the most successful firms are transitioning from default habits to intentional strategy. Let’s walk through each model. What it is, when it works, and where it falls short.

1. Hourly Billing

   Still common, but fading fast.

   How it works: You charge clients based on the hours worked, typically tracked in 15-minute increments.

   Pros:

   • Easy to explain to legacy clients
   • Familiar for firms migrating from public accounting
   • Straightforward for open-ended or unpredictable work (e.g. Accounting Cleanup Projects)

   Cons:

   • Penalizes efficiency: The faster you work, the less you earn
   • Creates billing anxiety for clients: “What’s this going to cost me?”
   • Caps profitability: You only have so many hours in a day

   What’s new in 2025:

   With AI automating tasks like data entry, reconciliations, and tax form prep, hourly billing increasingly undervalues your real impact. If a return used to take you 6 hours and now takes 2, should your fee drop by two-thirds? No. But that’s precisely what happens under this model.

   “Hourly billing is the fastest way to turn your firm into a treadmill,” Will Hamilton warns. “You work faster, make less, and burn out.”

   Best used for: projects or forensic work with uncertain scope.

   Avoid for: prep, tax planning, strategic accounting, and advisory services. Anywhere your efficiency adds client value or the impact of your work is meaningful for the client.

   Hourly billing draining your margin? See where you’re leaking profits with SmartPath’s pricing audit. 

2. Fixed-Fee Pricing

   The foundation of scalable firms.

   How it works: You charge a flat fee for a clearly defined service. Example: $1,200 for a 1040 + Schedule C, $600/month for bookkeeping, $3,500 for a one-time tax plan.

   Pros:

   • Predictable for clients and your firm
   • Easier to systematize and delegate
   • Encourages operational efficiency. Less admin, more margin

   Cons:

   • Requires clear scoping and defined deliverables
   • Risk of underpricing if the scope expands or client complexity is underestimated

   What’s new in 2025:

   With talent shortages and margin pressures intensifying, small firms are leaning hard into flat-fee models as a way to protect profit and reduce administrative bloat. More firms are now:

   • Using upfront analysis to define the scope before quoting
   • Including “not to exceed” clauses
   • Charging extra for mid-year additions like new W-2s or 1099s

   “A flat fee doesn’t mean ‘all you can eat.’ It means ‘here’s the menu, would you like to add dessert?’” — Will Hamilton

   Best used for: Tax returns, monthly bookkeeping, payroll, cleanup, business formation, and any recurring or repeatable engagement.

   Not sure if your fixed-fee pricing is protecting your profit? Get a free SmartPath pricing audit to find out. 

3. Value-Based Pricing

   Powerful, profitable, but requires confidence.

   How it works: You price based on the outcome or strategic benefit to the client. Not the time it takes to deliver. That might mean charging $5,000 for a tax plan that saves a client $30,000 in taxes.

   Pros:

   • Allows for premium pricing when you deliver high-value results
   • Positions you as a strategic advisor. Not a high-volume “tax shop”
   • Ideal for individual clients who need advisory and planning, growing businesses, and complex entities

   Cons:

   • Requires deep client discovery and strong positioning
   • Takes structure to implement (especially if you’re moving from hourly)
   • Demands confidence in your value and a willingness to say no to misaligned clients

   What’s new in 2025:

   More firms are embracing hybrid models: using value-based pricing for tax planning, entity structuring, or fractional CFO services, while maintaining fixed fees for lower-level tasks. Some even use ROI-based language in their proposals:

   “With our $4,500 tax plan, we expect to identify at least $15,000 in potential savings. That’s a 3:1 ROI before discussing asset protection or long-term planning.”

   Best used for: Strategic tax planning, entity optimization, CFO services, business sale prep, individual tax and strategic planning, multi-entity clients.

   Want help identifying services you could 3x your fees on? Book your free pricing consult with SmartPath. 

4. Subscription Pricing

   The new gold standard for advisory-focused firms.

   How it works: You charge clients a recurring monthly fee (often tiered) that bundles ongoing services such as bookkeeping, payroll, quarterly planning, year-end filings, advisory check-ins, etc.

   Pros:

   • Predictable cash flow
   • Increases client retention and lifetime value
   • Makes clients view you as an ongoing partner

   Cons:

   • Requires consistent delivery and proactive communication
   • Can invite overuse if boundaries aren’t defined

   What’s new in 2025:

   Subscription pricing is now mainstream among firms offering Client Accounting Services (CAS), Strategic Advisory Services (SAS) tax planning, or outsourced CFO. Leading firms are building:

   • Tiered bundles customized per client (e.g. $750/mo Basic, $1,250/mo Growth, $2,500/mo CFO-level)
   • Monthly deliverables dashboards to anchor perceived value
   • “Fair use“” clauses that limit endless access

   “Subscription pricing isn’t about working more. It’s about delivering consistent strategic insight and letting the client feel that access,” Will explains. “It creates stickiness that pure compliance work never will.”

   Best used for: CAS packages, advisory, bookkeeping + tax prep bundles, fractional CFO, remote controller service

Discover whether your current packages justify a subscription model with SmartPath’s scope + pricing review.

Summary Table: CPA Pricing Model Comparison (2025)

Use SmartPath’s pricing audit to determine if your current model is aligned with your firm’s goals. 

Bottom Line:
The best firms in 2025 are no longer billing by default. They’re pricing with precision.

Your pricing model should reflect the value of what you do, the clarity of your scope, and the structure of your ideal client relationships.

If you’re still billing by the hour for core services, you’re not just leaving money on the table—you’re inviting burnout, poor-fit clients, and stalled growth.

“If you want to double your margins, stop selling time. Start selling progress.” Will Hamilton

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The OPERA Framework: How Top CPA Firms Are Transforming Pricing in 2025

If you take away just one thing from this guide, let it be this:

The most successful firms in 2025 don’t price reactively. They follow a system.

SmartPath’s OPERA Framework^™ is that system.

Based on data from over 1,700 CPA, tax, and bookkeeping firms, OPERA^™ isn’t just a clever acronym, it’s a proven roadmap for elevating your pricing, attracting right-fit clients, and protecting your time and margins.

Each step of OPERA solves a specific pricing failure that holds firms back.

Let’s break it down and show you how to implement it.

O = Offer Upgrades

Don’t assume clients want the same thing forever. Help them evolve.

In 2025, your clients are changing faster than ever:

• Starting businesses
• Buying rentals
• Moving across states
• Investing and aging into estate planning needs.

Yet most firms are still treating clients like they’re frozen in time.

Will says it best: “A client’s needs change every 12 months. If your engagement doesn’t, you’re becoming irrelevant.”
What upgrades look like:

• Add-on tax planning sessions to a 1040 client who got hit with a surprise tax bill this year.
• Propose cleanup and reclassification services for a messy books situation.
• Offer CFO-level forecasting for a business owner scaling revenue fast.
• Suggest monthly CAS packages instead of one-off bookkeeping.

Data point: Based on SmartPath’s pricing intelligence, 20-30% of your client base will say yes to a service upgrade if you present it as a way to help them make faster progress toward their goals.

Action Step: At tax season intake, use a discovery process to spot “upgrade triggers” like life changes, business growth, or past surprises.

P = Provide Options

Give clients choices (or they’ll choose someone who does).

When you offer just one price, you create a binary moment: Yes or no. But when you offer three tailored tiers, you create a spectrum of value and let the client choose how invested they want to be.

SmartPath data shows:

• Firms offering three-tier proposals see up to 7x higher conversions
• Clients perceive more value when presented with choices that reflect their needs
• It reduces “sticker shock” because they’re in control of their investment level

What this looks like:

Even clients who pick the lowest tier are making a choice. This psychologically increases commitment and reduces churn.

Will: “If your clients don’t feel like they’re choosing their level of engagement, you’re not selling. You’re assigning.”

Advanced move: Use SmartPath’s Magic Link^™ to auto-generate tiered proposals based on client answers. No manual prep required.

E = Enforce Boundaries

Scope creep is a silent profit killer. You need a defense system.

Let’s be honest: your clients don’t know what’s in or out of scope. And if you don’t enforce it, they’ll keep pushing, and you’ll keep burning out.

“Boundaries aren’t rude,” Will says. “They’re professional. They protect your energy, your margin, and your sanity.”

What scope creep looks like:

• Endless email threads asking for “quick advice”
• Clients sending new 1099s or K-1s after the filing deadlines
• Business owners growing from solopreneurs to 10 employees, with no fee increase

Curious where you’re giving away too much? SmartPath’s pricing audit will uncover silent scope killers. 

How to enforce scope without drama:

• Use visual roadmap proposals that clearly define what’s included (and what isn’t)
• Send boundary scripts like: “That’s a great question. Let’s schedule a chat as it’s outside the scope of your current package.”
• Include change order language in your engagement letter (“New entities, rentals, or ownership changes may require fee adjustments”)

Tool Tip: SmartPath’s Scope Enforcer Services^™ define what’s included and what’s not inside your engagements, to highlight when clients have changed behaviors (like income in multiple states, business formation filings, accounting support vs. accounting management, etc.), so you can adjust pricing proactively.

R = Remove Friction

Make it easier to say yes. Or they won’t.

Many firms lose clients not because they’re too expensive, but because they’re too hard to buy from.

Will: “If a client has to wait a week for a proposal, can’t understand your packages, or email you three times to book, you’re leaking conversions.”

How to remove friction:

• Use click-to-sign digital proposals (SmartPath Magic Link or Ignition)
• Offer auto-pay enrollment for subscription packages
• Present pricing in person or via video call whenever possible so you can explain the value live

Real-world example: Ronald Reynolds, a SmartPath user and solo CPA in Oregon, launched his firm in January 2025. By April, he had closed $50,000 in new revenue because his proposals were lightning-fast and included customized tiered options with clear client value.

A = Automate Scope

Use tech to track client changes and bill accordingly.

Your clients change. Their scope evolves. But if your pricing doesn’t keep up, your profitability erodes. Most firms only adjust pricing once a year if that.

Will Hamilton, founder at SmartPath: “The firms growing fastest are the ones who get paid for change, not punish clients because of it.”

How to automate scope monitoring:

• Use a CRM or client management system to flag when:
  • A new business is formed
  • A client moves states
  • Their revenue crosses a new threshold
• Build in quarterly (at minimum annual) reviews of client status
• Use templates to propose mid-year price adjustments when justified

Example Script:

Hey [Client Name], based on the added rental property and multi-state activity this year, we’re updating your engagement to reflect that added complexity. Here are your new package options.

This isn’t about nickel-and-diming. It’s about staying aligned with the work and ensuring the relationship remains fair and sustainable.

Want help identifying clients who need price increases? Let’s audit your roster together with SmartPath.

Why OPERA Works

The firms that follow OPERA™ aren’t working more. They’re working smarter.

The SmartPath OPERA™ Framework allows you to:

• Close more deals with better clients
• Spend less time justifying fees
• Collect higher margins with fewer staff
• Say “yes” to growth opportunities and “no” to misaligned work

“The point of OPERA isn’t to sell more services,” Will says. “It’s to create a firm that works for your life, not the other way around.”

TL;DR: OPERA in Action

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CPA Pricing Benchmarks (2025): What Firms Are Actually Charging

Pricing shouldn’t happen in a vacuum. To set fees with confidence, you need to know where you stand and where you can go.

This section gives you real, 2025-specific benchmark data drawn from:

• SmartPath client engagements across all 50 states
• Practitioner insights from Reddit, AccountingWEB, and LinkedIn
• Industry pricing studies (Ignition, Karbon, Xenett, AICPA)
• Your peers (1-10 person firms across low- and high-cost markets)

We’ve segmented benchmarks by service type and region, so whether you’re a solo tax preparer in Oklahoma or a boutique CAS firm in San Diego, you’ll see what’s possible.

Let’s break it down.

Individual Tax Preparation (1040 Series)

See how your firm stacks up and where you might be undercharging with SmartPath’s free audit. 

Insight: In HCOL markets like NYC or LA, solo CPAs are charging $1,000+ for complex individual returns. If you’re under $750 for a Schedule C + E combo, you’re almost certainly undercharging.

Business Tax Returns

Pro Tip: Add-ons like foreign shareholders, state apportionment, and late K-1s justify higher fees and should be explicitly priced as separate line items.

Monthly Bookkeeping / CAS Packages

79% of firms have moved away from hourly billing for bookkeeping, shifting to fixed or tiered monthly packages instead.

Smart firms include payroll and tax prep in higher tiers, then upsell tax planning, advisory, and CFO services from there.

Payroll Services

Don’t absorb software costs. Bundle in Gusto, ADP, or OnPay subscriptions with a markup or list them as pass-throughs. Many CPAs are charging too little on payroll simply because they’re using the same fee structure from 2018 (or earlier).

Strategic Advisory / Tax Planning

High-ROI clients (real estate pros, physicians, multi-entity owners) are routinely paying $3,500+ for strategic planning that aligns with wealth goals, exit timelines, and estate plans. Don’t be afraid to anchor your fees higher if the ROI is clear; clients will pay.

Virtual CFO / Controller Services

These are value-priced retainers, not hourly. Clients aren’t paying for your time. They’re paying for clarity, risk management, and boardroom confidence.

Bonus: What Top Firms Are Charging (And Getting Paid For)

SmartPath client examples from 2025:

• NYC-based solo CPA: $4,800/year fixed package (1040 + two rentals + quarterly tax planning)
• Texas 3-partner CAS firm: $3,000/month tiered package including bookkeeping, tax, and monthly CFO check-ins
• Coastal California firm: $7,500 advisory fee for helping a client restructure real estate holdings into a multi-entity LLC/S-corp model

These aren’t unicorns. They’re firms using OPERA^™, value packaging, and modern scoping tools like SmartPath to price at their actual value.

Regional Pricing Note

Location is no longer destiny. Many firms in lower-cost areas are successfully charging “metro pricing” for remote clients, especially when offering specialized services to specific niches (e.g., dental, Amazon FBA, digital agencies).

Final Word: Benchmark ≠ Ceiling

These numbers aren’t here to box you in. They’re here to show you what’s possible.

“If your pricing makes you uncomfortable, good. It means you’re stepping into your value,” says Will.

Don’t just aim for “average.” Use these benchmarks to confidently raise fees, anchor new packages, and reposition your firm as the strategic partner your clients actually want.

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How to Price Specific Services in 2025: Real Examples & Upgrade Strategies

You’ve seen the models. You’ve studied the benchmarks. Now it’s time to go service-by-service and show precisely how to apply value-based, fixed-fee, and tiered pricing in your day-to-day practice.

This section breaks down the most common services CPA and bookkeeping firms offer and shows how to price them confidently, upsell strategically, and position yourself as a premium provider in 2025.

Tax Return Preparation (1040 + Schedules)

The Problem: Most firms still price tax returns based on a form checklist: “$250 per Schedule C.” That mindset commoditizes your value and traps you in a race to the bottom.

Smart Pricing Strategy:

• Offer bundled packages (not per-form pricing)
• Use CDRs (Client Defined Results) as the anchor
• Provide three tiers of service—always

Upsell Point: If the client owed a surprise tax bill last year, offer a planning add-on at $500-$1,000 before next filing season to assure them you want to make sure this doesn’t happen again. This way, the client sees that “planning” is the only way to ensure there are no surprises.

Business Tax Returns (1120S, 1065)

The Problem: Most firms underprice businesses, especially when clients have multiple shareholders, multi-state exposure, multiple entities, or need strategic planning.

Smart Pricing Strategy:

• Base fee + add-ons (per state, per K-1, per foreign owner)
• Consider adding quarterly or year-round planning to differentiate from compliance-only firms

Example:
| Base Return (1120S, 1065) | $1,000-$1,500 |
| Each K-1 (beyond 2) | +$100-$250 |
| Multi-state Add-on | +$300-$600 |
| Year-End Review/Q&A | +$1,000 |

Upgrade Tip: After first-year filing, offer to roll into a monthly advisory bundle that includes tax filings + planning, + bookkeeping. During your discovery process, identify specific areas where they want to progress: Business financing, cash flow analysis, growth strategies, etc. Then highlight that progress in your higher tier so it’s tied to something they care about.

Cleanup Work (Bookkeeping or Tax)

The Problem: Cleanup work is often sold reactively, underpriced, and scoped poorly. Leading to resentment and margin bleed.

Smart Pricing Strategy:

• Charge cleanup as a separate, standalone engagement
• Price based on months of cleanup x complexity
• Use a diagnostic call to quote, don’t guess

Pro Tip: Bill for the number of months that need to be cleaned up. Example: Simple accounting cleanup = $350/mo x 6 months behind = $2,100. Don’t start monthly bookkeeping until cleanup is done and billed.

Monthly Bookkeeping (CAS Core)

The Problem: Firms often quote bookkeeping “per hour” or without clear deliverables, leading to poor client fit and unpredictable profitability.

Smart Pricing Strategy:

• Create 3-tiers: Reconciler / Organizer / Advisor
• Price based on transaction volume + complexity + access
• Include upsell paths: payroll, tax, advisory

Upsell Tip: Run a quarterly review. If the client’s business has grown, offer to bump them into a higher tier or risk them outgrowing you.

Payroll Services

The Problem: Most firms absorb payroll as a “freebie” within bookkeeping packages or let clients DIY, missing a sticky recurring revenue stream or create a huge mess that must be cleaned up later.

Smart Pricing Strategy:

• Price by base + per employee
• Bundle with bookkeeping or offer as a standalone add-on
• Partner with Gusto, ADP, or OnPay and mark up the fee if reselling

Example:
| Base Fee (up to 5 EE) | $99/month |
| Per Employee Add-on | +$10-$50/employee |
| Add-on for Multi-state| +$100-$250 |

Packaging Tip: “CAS Essentials” bundle = Bookkeeping + Payroll + Tax Prep + Annual Tax Plan + IRS Support = $850-$1,500/mo.

Strategic Tax Planning

The Problem: Still treated as an afterthought or “included” in tax prep for many firms. This is a high-leverage advisory service with premium pricing potential.

Smart Pricing Strategy:

• Separate from compliance work
• Tie price to tax planning + tax implementation
• Bundle quarterly planning + projections + calls

Anchor with ROI: “This $3,500 plan is designed to save you $15,000+ in taxes. That’s a 4x return. Each year, the tax code can change, and you may need to make adjustments – here’s how we can help with continued maintenance and implementation.”

Wondering what ROI you could be charging? Find out with SmartPath’s free pricing wins audit.

Fractional CFO / Controller Services

The Problem: Too often priced hourly or offered without strategic positioning (to the wrong clients), leaving serious money on the table.

Smart Pricing Strategy:

• Price monthly based on access + deliverables + outcomes
• Highlight return on insight: decision clarity, risk mitigation, investor confidence

Packaging Tip: Tie your advisory pricing to business stages (Startup, Growth, Exit Prep). CFO service levels are usually reserved for clients generating $1M+ in revenue. Tax Planning, Strategic Advisory, and CFO Services are NOT all the same. Your marketing and messaging should reflect this.

Estate and Succession Planning Add-Ons

The Problem: Overlooked as a CPA advisory upsell, clients don’t know to ask, and firms don’t position it.

Smart Pricing Strategy:

• Offer discovery session → intro to planning partner + tax analysis
• Anchor on legacy, risk, and clarity
• Partner with estate attorneys for referral revenue

Upsell Script: “You’ve built something valuable. Let’s make sure it transitions the way you want—and that your family isn’t hit with avoidable tax burdens.”

Wrap-Up: Price to Reflect Progress, Not Paperwork

Clients aren’t buying a “1040” or “1120”. They’re buying:

• Peace of mind
• Expert tax support with no surprises
• More money in their pocket
• Strategic clarity for their business

Your pricing should reflect that. Use this section as a menu builder then test, tier, and adjust based on the clients you want more of. If you need help perfectly pricing any tax, accounting, or advisory client. Use a tool like SmartPath Engage software.

“If a client says yes too quickly, your price was too low.” — Will Hamilton

Up next: we’ll break down exactly how to communicate your new pricing. Without losing clients or apologizing for your worth.

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Communicating Price with Confidence (Without Losing Clients)

You’ve done the hard work: set smarter fees, packaged your services, and created upgrade paths. But none of that matters if you choke at the moment of truth.

Communicating pricing isn’t about justifying, it’s about leading.

“You don’t need to explain your value if you’ve already framed your value.” – Will Hamilton

Here’s how to communicate your fees with authority, clarity, and confidence. Whether you’re sending a price increase, presenting a new package, or quoting a prospect live.

Why Most CPAs Struggle with Pricing Conversations

Let’s call it out: most accountants were never trained in sales conversations. So when it comes time to deliver a price, they default to:

• Apologizing (“I know this is more than last year…”)
• Overexplaining (“That includes everything we talked about on the call, plus… well, let me just break it down again…”)
• Discounting (“We usually charge $1,200, but I can do it for $950 this time.”)

The result? Discounted services, awkward conversations, and clients who sense hesitation and start to question your value.

The fix? Structure, mindset, and practice. Here’s your playbook:

Rule #1: Lead With Outcomes, Not Inputs

Don’t talk about what you do. Talk about what the client gets.

Instead of: “This includes bookkeeping, monthly reports, payroll filings, and quarterly estimates.”

Say: “This package helps you stay compliant, know your numbers in real time, and make confident decisions without worrying about tax surprises or backlogs.”

Asking the right questions and framing outcomes makes your price feel like an investment, not an expense.

Rule #2: Present Options, Not Ultimatums

Clients want to feel in control. That’s why three-tier proposals convert far better than one-size-fits-all quotes.

“People don’t say no to your price. They say no to your presentation.” – Will

When you give choices, clients lean in. When you give a take-it-or-leave-it quote, they bounce.

Example Language: “There are three ways we can work together this year, depending on how much support you want. I’ll walk you through them…”

Rule #3: Anchor High

The first price your client hears sets the tone for what’s normal.

That’s why you should start with your premium option (even if most clients land on the middle tier).

Example (CAS Client): Our clients typically choose one of these three tiers:

• The Essentials package at $750/month
• The Growth package at $1,250/month (most popular)
• Or the Strategic Partner package at $2,500/month for full CFO support.

Now $1,250 feels reasonable because it’s not the most expensive thing on the table.

Rule #4: Raise Prices Without Fear (or Fluff)

Raising prices doesn’t require a 12-paragraph justification. It requires confidence, clarity, and a 30-day plan.

Here’s your plug-and-play email script:

Price Increase Email Template

Subject: An update on your service package
Hi [Client First Name],
We’re writing to let you know you know have options to choose from in your next engagement.
Please let us know your choice by [Date].
As our client base has grown, we’ve invested heavily in:

• [Tax planning tools / real-time reporting / automation tools / proactive advisory]
• [Hiring senior staff / improving service response time / expanding our support team]

We’re committed to helping you keep more of what you earn, while staying compliant, prepared, and ahead of the curve.

To reflect this increased value, your engagement options can be found here [options link]
Please let us know your choice by [Date].

We’ll continue providing [highlight outcomes: peace of mind, strategic guidance, time savings], and we’re excited for what’s ahead.
Thanks for trusting us with your business.

Warmly,
[Your Name]
[Title]

Live Price Presentation Tips

Whether you’re in a discovery call, Zoom meeting, or face-to-face, follow this simple flow

1. Recap goals:
   “So what I’m hearing is you’re looking to stay organized, reduce surprises, and grow this year without the stress of DIY accounting…”
2. Connect those goals to outcomes:
   “That’s exactly what we help business owners do with support that goes beyond tax season.”
3. Present options confidently:
   “I’ll show you three options based on the level of support you want…”
4. Pause and shut up:
   Let the client ask questions. Silence after you say a price is not a problem.
   It’s power.

Need help raising prices confidently? SmartPath will guide you through it in your 30 min consult. 

Rule #5: Use Visual Roadmaps

Humans don’t read paragraphs. They skim.

Use visuals to:

• >Show what’s included (and not included)
• >Anchor the value of your higher-tier options
• >Clarify the difference between tiers

SmartPath’s Magic Link^™ and Roadmapping Tool^™ auto-generates tiered packages with your branding, pricing, and three clickable options, making it easy for clients to understand and say yes.

Bonus: Reframe Pushback with Confidence

Objection: “That’s more than I expected.”
“Totally fair. It can feel that way if we don’t compare our work with how much time and money it saves to have strategic support year-round, not just at filing time.”

Objection: “Can we do just the tax return this year?”
“We can, but I want to be transparent; it’s not our ideal fit. Our best results come when we work proactively throughout the year, not just at tax time.”

Objection: “I saw someone on Facebook offering this for $250.”
“Totally get it. There’s always someone willing to charge less but we don’t compete on price. We compete on outcome. When you compare the tax savings and stress relief we provide, our services completely differ from that $250 filing offer. If you’re looking for the cheapest option, we might not be the right fit, and that’s okay.”

Bottom Line: Speak Like the Advisor You Are

You’re not selling paperwork. You’re selling:

• Time
• Peace of mind
• Strategic clarity
• Long-term outcomes

So speak like it. Own your worth. And remember:

“If you’re not willing to advocate for your own value, how can your client trust you to advocate for theirs?” – Will Hamilton

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Conclusion: Turn Insight into Action—With SmartPath at Your Side

You’ve now seen what the most successful CPA firms are doing to thrive in 2025:

• Pricing based on value, not hours
• Communicating with confidence, not an apology
• Systematizing proposals, boundaries, and scope
• Attracting right-fit clients willing to pay for premium service

But knowledge isn’t enough.

The firms that win are the ones that implement, and the ones that implement fast are the ones that systematize.

That’s where SmartPath comes in.

Will Hamilton and the SmartPath team have helped over 1,700 firms transform their pricing, increase margins 2.5x on average, and eliminate the chaos from outdated pricing models.

With SmartPath, you can:

• Build custom 3-tier proposals in minutes with Magic Link^™ and Roadmap Proposals^™
• Systematically enforce boundaries using the Scope Enforcer^™ tools
• Standardize onboarding with templated engagement letters and client fit process
• Use Will Hamilton’s OPERA Framework^™ to finally align your pricing with your value
• Get real-time support, best-practice templates, and coaching from a team that’s seen it all

No more scrambling. No more wondering what to charge. No more burnout from bad-fit clients.

SmartPath gives you the pricing system, the structure, and the support to finally:

• Charge what you’re worth
• Grow your firm on your terms
• Take back control of your time and margins

This isn’t just a tool. It’s a movement, and the top firms in the country are already on board.

Still unsure where to start? The fastest path is a 30-minute pricing audit – book it here. 

Ready to price with confidence, attract better clients, and grow profitably?

Schedule a free pricing strategy consult with SmartPath and let’s build your pricing system together.

You’ve done the hard part. Now let us help you scale it.

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Bonus: FAQs

As if this pricing guide wasn’t “ultimate” enough, here are some of the most common pricing questions that we hear from CPAs in 2025:

What’s the average hourly rate for CPAs in 2025?

Most CPAs in 2025 are charging $200–$400 per hour, depending on region, specialization, and service type. Rates trend higher in urban and high-cost-of-living (HCOL) areas and for niche services like strategic tax planning or fractional CFO work.
That said, hourly billing is declining. Top firms are moving toward fixed-fee, value-based, and subscription pricing models to protect profitability and better align with outcomes.

How do I raise prices without losing clients?

It starts with framing, not apologizing.

Communicate price increases as:

• The mechanism that allows you to help clients achieve the unique progress they care about
• A reflection of the added value you’re delivering
• A response to rising complexity or expanded services
• An opportunity for clients to choose from new, tailored packages

Pair this with a 30-day heads-up and clear outcomes, and most clients will stay. Those who leave? Usually, they’re the wrong-fit ones you’d be better off without.

Should I switch from hourly to fixed pricing?

If you’re doing tax prep, bookkeeping, or ongoing advisory work. The answer is likely yes.

Hourly billing punishes efficiency. Fixed-fee pricing:

• Aligns with client expectations
• Improves margins
• Enables systematization and delegation

Still unsure? Use a hybrid approach: hourly for unpredictable work (IRS response, accounting clean up, litigation support), and fixed for everything else.

What is value-based pricing, and how do I use it?

Value-based pricing is charging based on client outcomes, not time or tasks. For example:

• A tax plan that saves a client $25K could be priced at $5K. The price is not based on hours worked but on value delivered.

To implement:

1. Use discovery calls to define client goals and outcomes
2. Frame your services as the roadmap to those goals
3. Offer three-tiered packages based on strategic outcomes

How do I package services for CAS or advisory clients?

Start with core year-round deliverables (like bookkeeping or tax prep), then build “upgraded” packages that include:

• Payroll
• Tax projections & Tax savings plans
• Dashboards
• Strategic planning calls
• Expert or team support, or Slack access

Offer 3 clear tiers: Basic / Growth / Strategic. Anchor with outcomes, not features.

Example: “Our Growth package is designed to give you full visibility into cash flow and tax position so you can make smarter decisions year-round.”

What if a client pushes back on price?

Clients rarely push back on pricing that’s well-communicated, option-based, and outcome-driven.

But if they do:

• Identify what they’re comparing your price to. Often it’s apples to oranges
• Reframe the conversation around ROI, peace of mind, and (done-for-you) implementation
• Offer tiers so they can still stay engaged at a lower level if they choose
• Stand firm: if the only thing keeping them is your price, they weren’t an ideal client

How should I price payroll services?

Use a base fee + per-employee structure:

• $100/month base for up to 5 employees
• +$10–$50 per additional employee
• +$100–$250 for multi-state filings

Bundle with CAS packages to increase retention and monthly recurring revenue (MRR).

How do I price a one-time tax plan?

Depending on complexity:

• Lite plan (1 session + report): $750–$1,500
• Full strategic tax plan: $2,000–$5,000
• Advanced entity structuring or HNW client: $6,000+

The more future-facing and ROI-heavy the plan is, the more value you can justify.

Break up the plan and its implementation to maximize value for the client and revenue for you.

Is subscription pricing right for my firm?

If you offer ongoing services like bookkeeping, advisory, payroll, or monthly planning, yes.

Subscription pricing creates:

• Predictable revenue
• High client retention
• Easier forecasting for your firm

Just make sure you define scope, boundaries, and what’s included (and not).

How often should I review my pricing?

At least once per year, and ideally after every tax season.

Triggers for pricing reviews:

• Client complexity increases
• Scope creep (more questions, more deliverables)
• Inflation or software/tool costs rise
• You’ve added new services (e.g. forecasting, dashboards)
• Client needs adjustments

Use SmartPath’s Roadmapping Tool^™ or a simple review checklist to spot when a client needs to upgrade.

Should I list pricing on my website?

Yes. If your pricing is standardized, and you want to prequalify leads.

Use ranges and anchors:

• “CAS Packages starting at $750/month”
• “Tax Planning engagements typically range from $1,500–$5,000”

If your services are fully custom, offer tier examples instead.

What’s the best way to present a proposal?

Get a second opinion on your pricing and proposal strategy – free audit here.

Best practice: a 3-tier proposal delivered live or via a visual proposal tool (like SmartPath Magic Link).

Follow this structure:

1. Recap client goals
2. Show three packages with clear outcomes
3. Start with your top tier
4. Let them choose

Avoid sending PDFs cold. Closing rates plummet when you do.

What’s a “bad fit” client, and how do I screen them out?

Red flags include:

• Emailing you at 11 pm, expecting a response
• Bargain-hunting behavior
• Chronic lateness with docs or being unresponsive
• DIY mindset (“I just need someone to file”)

Use the SmartPath Client Defined Results^™ checklist to score each prospect before onboarding.
Protect your sanity and your margins.

Can I really raise my rates if I’ve been undercharging for years?

Yes. And you should.

Clients don’t stay loyal to cheap value. They stay loyal to confident, valuable partners who help them achieve results.

“If you’ve been undercharging, your best clients already know you’re worth more. You’re just the last one to admit it.” – Will Hamilton

This is exactly what SmartPath’s 30-min audit is built to help you do – raise rates, confidently. 

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