Podcast Summary: AICPA Personal Financial Planning (PFP) Episode: From Busy Season to Better Seasons: A CPA's Path to Planning with Deb Meyer
Host: Carey Sinnott (AICPA & CIMA)
Guest: Deb Meyer (Founder, Worthynest)
Date: January 9, 2026

Episode Overview

This episode explores how CPAs can transition from traditional compliance-driven work to offering holistic financial planning and advisory services, fundamentally reshaping both their client relationships and work-life balance. Deb Meyer shares her journey evolving from a CPA running separate accounting and wealth management practices into an integrated advisory firm, discussing the personal and operational shifts necessary for this kind of transformation.

Key Discussion Points & Insights

1. Merging Accounting and Advisory Practices

• Genesis & Motivation
  Deb began her dual career as a CPA and then expanded to an RIA, managing them as separate entities before merging them:

  • Started a part-time CPA firm in 2014 to balance work with motherhood.
  • Missed the advisory component and launched Worthynest RIA in 2016.
  • Realized the operational inefficiency of running two firms and merged them in early 2023.
  • Quote (Deb Meyer, 03:21):

    "It ended up being a heavier workload... just found myself being stretched thin... It was a strategic decision when I merged the accounting practice into Worthynest. I wish I had done it earlier."

• Client and Internal Efficiency

  • Combining practices allowed for more holistic service and smoother internal processes.
  • Quote (Deb Meyer, 05:04):

    "It made an efficiency impact for the clients, but it also made an impact within our team. I am able now with hiring decisions to really bring someone on who can help in multiple areas of the business."

2. Leadership, Boundaries, and Balance

• Balancing Motherhood & Entrepreneurship

  • Deb strategically planned her days to be present for both her family and her clients.
  • Entrepreneurship offered flexibility she didn’t find in traditional roles.
  • Quote (Deb Meyer, 06:15):

    “I love the work I do for clients... but being a great mother is also really important. That's one of the reasons I chose entrepreneurship.”

• Leadership Lessons Learned

  • Importance of delegation and recognizing others’ strengths.
  • Need for patience and the challenge of moving from doing everything herself to building a scalable firm.
  • Quote (Deb Meyer, 07:27):

    "You have to delegate. There are other people who are going to be more skilled in certain tasks than you."

3. Rebuilding and Deepening Client Trust

• Transitioning Client Perceptions
  • Some clients adapt readily to seeing their CPA as a broader financial planner, while others take time or prefer the status quo.
  • Trust is built over time, especially if prior interactions were limited to annual compliance tasks.
  • Quote (Deb Meyer, 09:28):

    “If you’re expecting from day one … all your clients are going to suddenly switch to become financial advisory clients, that’s a mistaken belief.”

4. Redefining Value—For Clients and the Firm

• Defining Value

  • Value aligns with clients’ core priorities—health, family, faith.
  • Service delivery and pricing structures evolved with experience and firm growth.
  • Quote (Deb Meyer, 12:59):

    "Value is such a unique word... When I talk about my firm and how we help clients align money with their values, it's what's nearest and dearest to you in life."

• Adapting Pricing Models

  • Transitioned from flat fees for younger families to higher minimums as the firm matured and client needs diversified.
  • Split fees based on client proximity to retirement and differing planning requirements.
  • Quote (Deb Meyer, 14:17):

    "As we've been in business longer and have helped more families, we naturally need to reflect that change in service model."

5. The Technical and Personal Aspects of Transitioning

• Practical First Steps for CPAs

  • For firm owners, assess capacity and vision before expanding services.
  • For employees, seek to gain experience at an established firm rather than starting from scratch.
  • Advises at least 1–2 years of financial planning experience before launching an RIA.
  • Quote (Deb Meyer, 17:30):

    "I never encourage people to start an RIA from scratch... Even at a bare minimum, just try to get like a year or two experience with some other firm."

• Understanding Motivations

  • The real driver should be the desire to make a tangible difference in clients’ lives, not just greater profit or reduced workload.
  • Financial planning redistributes work throughout the year rather than eliminating it.
  • Quote (Deb Meyer, 18:47):

    "If you think this is going to suddenly shorten your work hours or workload, that's probably not true. It's just going to redistribute the work hours."

6. Closing Insights

• Encouragement to the Profession

  • Multiple viable paths exist; both umbrella models and solo RIAs can be rewarding.
  • Continued education, learning from both industry peers and outsiders, is vital for remaining relevant and delivering value.
  • Quote (Deb Meyer, 15:18):

    “If you continue to invest, if you listen to podcasts like this, if you’re learning ... that can be such a great advantage for you and your firm in the days ahead.”

• Host Summary (Carey Sinnott, 19:50):

  “Thank you for sharing with our community of listeners... If you're an advisor out there who wants to deliver premier financial planning with confidence, explore everything the AICPA PfP section has to offer.”

Timestamps for Key Segments

• 02:06: Deb’s backstory, dual firm creation, and the decision to merge
• 05:04: Efficiency gains from merging services
• 06:11: Leadership, boundaries, balancing personal/professional priorities
• 09:28: How clients adapt to seeing a CPA as a holistic planner
• 12:59: Redefining and delivering value; evolution of fee structure
• 16:58: Advice for CPAs considering the transition to planning services
• 18:47: The true workload impact of financial planning vs. tax compliance

Notable Quotes & Moments

• Deb Meyer (07:27):

  "You have to delegate. There are other people who are going to be more skilled in certain tasks than you."

• Deb Meyer (09:28):

  “If you’re expecting from day one … all your clients are going to suddenly switch to become financial advisory clients, that’s a mistaken belief.”

• Deb Meyer (12:59):

  "Value is such a unique word... It's what's nearest and dearest to you in life."

• Deb Meyer (18:47):

  "If you think this is going to suddenly shorten your work hours... that's probably not true. It's just going to redistribute the work hours."

• Deb Meyer (19:49):

  "If you can answer that question with a definitive yes, then I'd say go for it. You can figure out the tools and the infrastructure..."

Tone & Language

The conversation is warm, candid, and highly practical, blending technical insights with personal storytelling and encouragement. Deb’s voice is empathetic and realistic, with Carey guiding the discussion to tie practical steps back to professional growth and fulfillment.

Summary Takeaway

This episode offers a detailed look at the journey from busy tax seasons to balanced, impactful client advisory work—sharing hard-won lessons and actionable advice for CPAs considering the leap to holistic planning. Whether firm owners or employees, practitioners are encouraged to honestly assess their motivations, gain experience, and focus on delivering personalized value as the backbone of their transition.