Finding Joy in Accounting: Redefining Success and Work-Life Balance

In episode 144 of The Woodard Report Podcast, co-host Heather Satterley welcomed Kristen Keats, founder of Breakaway Bookkeeping & Advising, Sherwood Tax & Accounting, and Cadencia, an outsourced staffing agency in Guadalajara. Keats shared her perspective on how professionals in the accounting space can reclaim a sense of fulfillment and purpose.

Keats set the tone of the conversation early, explaining, “My mission is to bring joy to accounting.” She acknowledged that, “a lot of times when I say that, people laugh and I don’t know why,” but for her, it is not a catchphrase. “It’s our North Star and everything that we do.”  

She pointed out that there is inherent joy in the work itself, especially in client relationships and problem-solving. “We do get satisfaction from the interactions that we have with our clients.” Whether it’s a long-term relationship or the satisfaction of reconciling a bank account, she sees these as moments of happiness worth preserving.  

From compliance to connection  

Heather highlighted a major challenge facing the profession: clients who view accounting only as compliance. “We’ve been dealing with clients that look at us as pencil pushers and number crunchers, and not as strategic advisors.”  

Keats argued that this perception can be changed. “We have to shift our own mindset and then I think we can shift the minds of the clients.” She noted that new clients often say they left their previous accountant because of “a lack of communication and a lack of a relationship.”  

The solution, Keats suggested, is deeper engagement and clarity about the value being provided. When accountants collaborate with clients around goals and decisions, the value proposition changes.  

Recognizing and charging for advisory work  

Heather shared an observation from her own experience. “They already have [a relationship model]. But they weren’t charging for it.” Keats agreed, emphasizing that services like discussing quarterly tax estimates or changes in client financial activity go beyond compliance. “Guess what friends, you’re now in advisory land.”  

One of the biggest hurdles is charging appropriately for this advisory work, especially when it has been included informally in the past. Keats encouraged practitioners to be direct and practical. “We realized we really did an in-depth analysis of our business and we realized there was a lot of work that we weren’t charging for. I’m sure you understand, Jane Doe, John Doe, business person.”  

Showcasing value to clients  

Heather described how her firm began tracking value delivered throughout the year. “We saved you this on your taxes, we saved you this on the discount, we found this bank error,” all documented in the CRM. These records were then used during client reviews or pricing conversations.  

Keats suggested more firms should do the same, especially for issues like proper shareholder health insurance deductions. “That can be huge. Some of my clients, their premiums are like $30,000 a year and they’re getting no tax deduction for it.”  

Building inclusive and empowered teams  

Keats operates a globally distributed team across the United States, Mexico, and India. She is intentional about fostering unity. The firm regularly hosts in-person gatherings and performance reviews, including trips to Guadalajara and an annual meeting in Oregon. She described Breakaway as “the land of rainbows and unicorns,” where advisors are empowered to design their practices around their lives.  

With approximately 40 advisors operating under a franchise model, Breakaway provides back-office and marketing infrastructure while letting each advisor control their pricing, services, and client relationships. 

Practical steps to find joy  

Keats offered concrete suggestions for those looking to increase joy in their firm. First, identify the tasks or processes that cause stress. “Find the things that are making you pull your hair out, not bringing joy, and fix that.” For her firm, stress was heavily tied to tax deadlines. The team created a “tax roadmap” to set expectations with clients early in the year and reduce anxiety as deadlines approached.  

Another major shift was pricing. By letting go of a third of their clients while maintaining the same revenue, the firm created breathing room.   

The power of boundaries  

Both Keats and Satterley stressed the importance of boundaries. Heather recalled telling a client she would no longer take calls after 5 p.m., expecting resistance. “And he was like, okay. And that was it.”  

Keats emphasized the role of self-perception. She also encouraged using tools like delayed email sends to reset client expectations without confrontation.  

Encouragement for the profession  

Keats closed with a reminder that firm owners have agency over their practices. “We’re business owners. We get to decide what our firm looks like. We get to decide how much money we want to make and how much we want to work.”  

Heather added that employees also need to use their voices. “If you don’t ask for what you want, you’re never going to get it.”  

Keats encouraged listeners to take time to reflect. “Find your joy. Focus on what you love about working, what you love about not working, and then do that with the end in mind.” With fewer professionals in the workforce and rising demand for accounting services, she believes now is the ideal time to shape a practice that delivers both value and joy. 

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