Building a Boutique Firm That Actually Feels Boutique

In episode 148 of the Woodard Report Podcast, host Joe Woodard speaks with Keila Hill-Trawick, founder of Build to Enough and owner of Little Fish Accounting, a boutique CPA firm that serves small, service-based businesses. The conversation explores how Hill-Trawick has built a firm focused on thoughtful growth, clear expectations, and a client experience designed around real partnership.

Her approach offers a practical model for firms navigating a changing profession. Technology, consolidation, and shifting client needs are reshaping what it means to deliver value.

The rise of boutique firms  

The accounting profession is increasingly defined by three broad types of firms: large-scale software-focused providers, major CPA firms formed through mergers, and smaller boutique firms. Little Fish Accounting represents that third group. These firms focus on strong relationships and tailored services.  

"I think that what happens a lot of times when we're thinking about accounting as an industry is that it becomes very task-based. And most accounting firms and firm owners think that that's what clients want, a bulleted list of all the things that we will take off of their plate. And what boutique and client experience means to me is that we're going to take the people side of it," Hill-Trawick says.  

Her firm works with businesses that have a single owner and a small team. These clients have outgrown basic tools and need more than compliance support, but they are not yet ready for an in-house finance department. Little Fish is built to meet them where they are.  

Client experience as the foundation  

Many firms center their work on tasks. Hill-Trawick emphasizes the client relationship. 

"Yes, we're going to do your taxes. Yes, we are going to take care of your bookkeeping, but that's not why you're hiring us. There are plenty of accounts that could take care of these tasks. What you really want is to be heard to make sure that someone is listening when you feel frustrated or overwhelmed by the finances," she says.  

To support that, Little Fish uses consistent processes and clear communication. Monthly financials come with short videos explaining key points. Calls are scheduled in advance, and the team provides timely follow-ups and reminders.  

"Yes, I'm going to do this task for you. But I'm also going to be a thought partner with you," Hill-Trawick says.  

A clear scope of service  

Little Fish does not offer tax preparation as a standalone service. All tax work is included within the firm’s Tax Prep Suite, a year-round service that also includes planning and estimates. Clients must also have professional bookkeeping in place, either through Little Fish or another qualified provider.  

"Our real goal in all of our services is to avoid surprises. And what I learned really early on is the best way to do that was to really be in your business all throughout the year," Hill-Trawick explains.  

This structure allows the team to work proactively and ensure consistency across their client base.  

Boundaries that support quality  

While the firm offers high-touch service, Hill-Trawick is intentional about setting boundaries. The team does not accept unscheduled calls, and all client communication runs through secure channels. Appointments, document sharing, and task management are all handled with standard tools and systems.  

"When we're working, we're working. And when it is time to get on a call with you, you have our full attention because we have carved out and dedicated this space to you," she says.  

Clients are encouraged to reach out with questions, even when the topic falls outside the firm’s direct scope. "If anything comes up financially, accounting, tax related, bring it to us. If it's ours, we'll take care of it. If it's not, we'll point you in the right direction."  

Growth through intention  

Hill-Trawick uses a growth philosophy she calls "building to enough." Her team regularly assesses capacity, and new clients are only added when there is room to deliver a consistent experience.  

"If everybody's full, we can't add anybody," she says.  

This helps prevent burnout and protects the firm’s service standards. Hill-Trawick also evaluates client fit carefully. "Every dollar isn't worth me pursuing," she says. "There are people who are willing to pay us and it is not enough."  

Operational clarity, human results 

Behind the scenes, Little Fish relies on a clear set of systems. These include: 

• Monthly financial updates with recorded video reviews 
• Tax planning calls scheduled during set periods 
• Short sessions for one-off questions between meetings 
• Automated reminders for deliverables and deadlines  

These tools create efficiency and make room for more meaningful interactions.   

A model with purpose  

Keila Hill-Trawick has built a firm focused on balance. Joe Woodard summarizes the approach by saying, "Client experience is the combination of the right client, the right people, and the right tech held together by the right values."  

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