There’s a moment in every firm owner’s journey when the grind gives way to the question: “What’s next?”‍

For some, it’s retirement. For others, it’s reinvention. But no matter your path forward, one thing is certain: if you want top dollar for the firm you’ve spent years building, you need more than loyal clients and a file cabinet of returns.

You need a plan. You need a scalable business, not a mere tax practice.

Because the firms commanding the highest multiples today don’t just “do good work.”

They’re turnkey. Transferable. Scalable.

They’re modern businesses with brand equity, streamlined workflows, and client engines that work with or without the founder in place.

Too many pros treat succession like a handshake instead of a strategy, and that’s where value slips through the cracks. Succession, in short, is a positioning exercise.

What Buyers Really Want

If you want to sell high, think like a buyer.

Today’s buyers—whether they’re private equity groups, roll-up platforms, or ambitious CPAs—are paying premiums for firms that check three key boxes:

1. De-risked: Systems and staff aren’t overly reliant on the owner.
2. Modernized: Technology is in place, with documented processes and clean data.
3. Growth-ready: There’s a brand, website, and funnel already generating new business.

Buyers aren’t just acquiring revenue. They’re acquiring repeatable systems and peace of mind.

If a serious potential purchaser sees red flags: outdated systems, no digital presence, or a founder who runs everything, they’ll discount the deal or walk away entirely.

Your Brand Is a Line Item on the Deal Sheet

Many firm owners underestimate the value of their brand—or worse, never build one in the first place.

But in an acquisition, your brand becomes a multiplier. It’s what tells a buyer:

• You’re not a commodity.
• You have trust equity with clients.
• You’re differentiated in a crowded market.

A strong brand signals maturity, stability, and future potential. These are all things buyers pay a premium for.

A modern website, consistent email newsletter, five-star reviews, and a thought leadership blog are all part of this package. It’s not “marketing fluff”—it’s proof of value. It shows that your clients are engaged, your systems are active, and your firm isn’t dependent on one person to stay visible.

All of this makes your firm more attractive to the next generation of clients and buyers.

Penny-Pinching Now Costs You Later

We’ve seen it again and again: firm owners who resisted upgrades to save a few thousand dollars… only to lose hundreds of thousands at sale.

• No client portal? That’s a headache for the buyer.
• Manual billing and intake forms? More risk, more cost.
• No onboarding documentation? Transition just got harder.

What feels “fine for now” becomes a liability at valuation time.

The more friction you leave behind, the less valuable your firm becomes. Buyers aren’t just buying your book—they’re buying your systems, your digital infrastructure, your client relationships, and your ability to get out of the way.

If you want to sell at a premium, spend like you’re building a business, not just keeping the lights on.

Who’s Buying, and How to Sell

Succession planning isn’t a 90-day project. It’s a multi-year runway that touches every part of your firm, from how you price to how you communicate with clients.

The best time to start preparing to sell? Three years before you want out.

That gives you time to:

• Clean up your books and optimize margins
• Document SOPs and workflows
• Strengthen your digital footprint
• Transition key client relationships to your team
• Identify (or attract) your ideal successor

Even if you don’t have a buyer yet, every step you take to build a more self-sufficient, systemized firm increases your valuation. 

There are generally two paths to succession:

1. Sell to an Outside Buyer

This could be an individual CPA, a regional firm, or a private equity-backed platform. To reach these buyers, you’ll want to:

• Work with a specialized broker.
• Package your financials, client base, and operations for due diligence.
• Be prepared to offer seller financing, training, or a short-term transition.

Reputable brokers for accounting and tax practices include:

• Accounting Practice Sales (APS.net) – Nationwide, very active in small to mid-sized firm deals.
• Poe Group Advisors – Focus on streamlined, cloud-based firms.
• Transition Advisors – Great for firms looking for internal sales or M&A.
• Succession Resource Group – Offers valuation, deal structuring, and marketing support.

Typical broker commissions:
10% of the sale price is standard, though some may go slightly lower for larger deals. Expect to also pay for valuations or marketing packages, especially with more hands-on firms.

2. Transition to an Internal Buyer

This could be a younger partner, key team member, or family successor.
The upside? You already know and trust the buyer. The downside? Financing may be more complex, and you’ll likely need a longer runway to exit.

Either way, you’ll need a valuation, operating agreements, and a roadmap for your departure.

How to Market Your Practice for Sale

Even if you use a broker, don’t assume the listing will do all the work. Just like selling a house, presentation matters. Buyers are doing more due diligence than ever, especially in a shifting economic climate.

Ways to increase visibility and interest:

• Build a strong online footprint. Your website and reviews are often the first impression.
• Develop a modern pitch deck. Include client mix, growth potential, tech stack, and brand highlights. Think: a slide deck that feels like a business case.
• Clean up your books. Show healthy margins, recurring revenue, and clear processes.
• Turn on automation. Newsletters, blogs, and onboarding flows all signal a low-effort transition. This shows you’ve already replaced yourself in the day-to-day.

Buyers want to see future potential, not founder dependence.

The more turnkey your firm looks, the faster and higher it sells.

The Succession Planning Checklist

Here’s a quick, in-article checklist to help you prepare:

Succession Readiness Checklist

▢ Clear brand positioning and modern website
▢ Active lead generation engine (reviews, SEO, newsletter, blog)
▢ Organized financials with clean P&L and balance sheet
▢ Documented client workflows and team SOPs
▢ Automated client onboarding and communication tools
▢ Scalable tech stack (cloud-based if possible)
▢ Key staff retention plan (bonuses, equity, etc.)
▢ Valuation from a reputable broker or advisor
▢ Client transition communication strategy
▢ Defined exit timeline and deal structure options

Final Thought: Build the Firm You’d Want to Buy

The best succession plan is building a business that doesn’t depend on you. One that attracts clients, runs smoothly, and inspires confidence from the outside in.

Whether you sell to someone new or pass it on internally, the more risk you take off the table, the higher your multiple. Every system you document, every automation you implement, and every process you simplify reduces perceived risk.

The market is shifting fast.

The next few years will see a surge in firm sales as Baby Boomers retire and younger buyers look to grow through acquisition.Make sure when your number is called, your firm stands out.