Moving Forward Together in 2025: Bridging the Gap Between CAS and Tax

Building a successful client advisory services (CAS) practice within a firm requires tackling one of the most challenging yet essential tasks: aligning CAS and tax teams.

While Tax partners are often deeply rooted in traditional methods, their buy-in is crucial for structuring and pricing CAS engagements effectively. These tough but necessary conversations pave the way for collaboration, alignment of goals and consistent client value. 

Define swim lanes clearly 

Tax partners often step into pricing CAS engagements with the intent of adding value or maintaining client relationships. But this well-meaning involvement can inadvertently devalue CAS work.

By delineating clear roles and responsibilities, you ensure that each professional operates within their area of expertise. 

Actionable step: Establish a framework where the CAS team handles engagement pricing, focusing on the scope and complexity of advisory services. The tax partner’s role shifts to strategic alignment, ensuring pricing reflects client needs without undermining the CAS value proposition. 

Clearly defining these swim lanes not only ensures efficiency but also enhances the perception of CAS as a high-value service. Tax partners can focus on their core strengths while trusting the CAS team to deliver tailored advisory solutions.

This division of labor allows both teams to complement each other’s efforts seamlessly.  

Promote transparency and collaboration 

Trust between CAS and tax teams requires full transparency about processes, pricing strategies and client expectations. Tax partners need to understand the depth of work involved in CAS engagements, from transaction analysis to delivering advisory insights. 

Actionable step: Schedule regular collaborative meetings where CAS professionals can present engagement plans, including scope, pricing methodology and expected outcomes. Transparency fosters trust and helps tax partners see the “why” behind pricing decisions. 

Additionally, consider creating shared documentation that outlines key processes and milestones for CAS engagements. By making this information accessible to tax partners, you build a foundation of mutual understanding and eliminate potential areas of misalignment.

This proactive approach fosters a culture of collaboration, where both teams work towards shared goals.

Transition to a subscription model 

While tax services often rely on seasonal revenue spikes, CAS thrives on subscription-based pricing. Including the cost of tax returns in a monthly CAS fee creates a win-win for firms and clients: 

• Firm benefits: Predictable, year-round revenue smooths cash flow and reduces dependency on tax season. 
• Client benefits: Clients benefit from consistent cash flow management and a comprehensive service package. 

Actionable step:

Educate tax partners on how a bundled subscription model simplifies client engagements and reduces billing friction. Share success stories from other firms to demonstrate its effectiveness. 

To further drive adoption, pilot the subscription model with a small group of clients and track key performance indicators such as client satisfaction, retention rates and revenue stability.

Use this data to build a compelling case for firm-wide implementation, addressing any concerns tax partners may have about this shift.

Communicate the value of CAS work 

CAS engagements go beyond transactional bookkeeping; they drive business outcomes for clients. Help tax partners understand the strategic value CAS brings to clients and the firm. 

Actionable step:

Develop a shared narrative highlighting CAS benefits, such as proactive financial insights, strategic guidance and operational efficiency. Show how these services complement tax planning to align both teams. 

Consider hosting joint training sessions or workshops where CAS professionals can showcase real-world examples of their impact. These sessions can highlight success stories, demonstrating how CAS insights have directly contributed to clients’ growth and profitability.

This tangible evidence reinforces the value of CAS work and strengthens buy-in from tax partners. 

Build trust through results 

Trust isn’t earned overnight, and it’s often the results that speak the loudest. tax partners need to see the tangible impact of letting CAS professionals take the lead on pricing and client management. 

Actionable step: 

Share metrics showcasing the CAS practice's success, such as improved client retention, higher revenue per client, and enhanced satisfaction scores. Celebrate wins together to reinforce the value of collaboration. 

Regularly review these metrics in team meetings to ensure both CAS and tax professionals remain aligned on performance goals. Highlighting the positive outcomes of collaboration fosters a sense of shared achievement and motivates both teams to continue working together effectively.

The big picture: Moving forward together 

Aligning CAS and Tax teams creates a unified firm poised for predictable growth. By fostering trust, encouraging collaboration, and aligning around shared goals, you establish a scalable framework that: 

• Elevates the client experience: Clients receive cohesive, comprehensive services that address their unique needs.

• Stabilizes firm revenue year-round: Subscription models smooth cash flow and reduce reliance on seasonal spikes.

• Empowers each team to operate in their zone of genius: Professionals focus on their strengths, enhancing overall efficiency and client satisfaction.

When CAS and Tax work in harmony, the result is a scalable, efficient practice that delivers consistent value to clients and drives long-term firm success. 

By moving forward together, your firm can navigate change, overcome challenges and achieve sustainable success. This alignment not only benefits the firm but also sets the stage for delivering value to clients, ensuring long-term loyalty and trust.