Running with the Big Dogs: How Mid-Sized CPA Firms Can Compete and Dominate Their Market
In Canada’s accounting landscape, the largest firms tend to dominate the headlines. They have the name recognition, the marketing budgets, and the sprawling teams. But here’s the truth: there has never been a better time for mid-sized CPA firms to build a brand so strong, so distinct, and so future-focused that size alone stops being the deciding factor for clients.
The opportunity is real. But winning in this environment takes more than simply doing “good work.” It requires a deliberate strategy, a distinctive client experience, and a commitment to leadership that doesn’t waver when the market shifts.
Why the Mid-Market Matters
The CPA profession is structured like an inverted pyramid. At the very top sit a handful of dominant global firms. At the base are thousands of sole proprietors and small practices. The firms in between face unique challenges. Once a firm reaches 20 employees or so, leadership must deal with a new level of complexity: governance, partner accountability, and talent development become as important as client service.
Many mid-sized firms plateau here. Without a clear long-term strategy, they risk becoming acquisition targets or slowly fading in impact. But for firms willing to embrace change, this “middle zone” can be an engine for sustainable growth and market leadership.
The Eight Ingredients for Competing at Any Level
Building a brand that competes with any size firm comes down to eight interconnected elements:
Strategic Planning, Implementation, and Accountability
Firms that thrive know where they’re headed and hold themselves accountable for progress. With Integrated Advisory, this means defining your firm’s future as the “quarterback” of a client’s financial life, not just a tax and compliance provider, and putting processes in place to make that vision real.
A Governance and Economic Model That Scales
Growth without structure creates chaos. Progressive mid-sized firms adopt clear partner roles and transparent decision-making processes, with at least two classes of partners to balance ownership and operational leadership.Partners Who Build Relationships, Not Just Books of Business
Your most valuable partners aren’t just product experts, they are trusted relationship-builders. The Integrated Advisory network equips these partners with access to specialists in wealth management, insurance, and business advisory, so they can bring deeper value to every client interaction.Performance and Compensation Aligned with Strategy
If your plan is to grow advisory work, your incentives must reward it. Aligning partner and team compensation with firm-wide goals ensures energy goes toward activities that build long-term value.Marquee Clients Through Specialization
Competing against larger firms means choosing your battleground. Industry specialization, consulting expertise, and technical depth can help you attract marquee clients who see you as an indispensable partner.A Distinctive Client Experience
This is where Integrated Advisory shines. By delivering coordinated advice across tax, estate, investment, and business planning, your firm offers something most large firms struggle to replicate: a seamless, personalized experience where clients feel seen, understood, and supported at every stage.National and Global Reach
Clients expect their CPA to be connected. Through the Integrated Advisory network, mid-sized Canadian firms gain access to a community of professionals across the country and beyond, enabling you to bring global perspectives and resources to even your most locally rooted clients.Mergers and Combinations That Expand Capability
Strategic mergers, whether with other CPA firms or complementary advisory businesses can deepen your expertise, broaden your reach, and make your firm more resilient.
The Leadership Factor
Perhaps the most important ingredient is persistent, consistent leadership. A CPA firm CEO or managing partner doesn’t just build a business—they build a firm that builds a business. That means championing your vision, keeping your team focused, and steering through change without losing momentum.
The Takeaway for Canadian CPAs
Competing with firms of any size isn’t about matching them dollar-for-dollar in marketing or staff count. It’s about being more intentional, more connected, and more client-focused than your competitors.
When your firm operates as part of the Integrated Advisory network, you can deliver the kind of distinctive, future-ready client experience that turns relationships into long-term partnerships, no matter how big the “other guys” are.
Lead with impact – contact us today.
Disclaimer: This article is for informational purposes only and is not intended as legal, accounting, or financial advice. Readers should consult with a qualified professional before making decisions related to the topics discussed.
