A 2025 Reflection
Oh, 2025…what will I say about you?
You were a doozy.
It’s probably not an exaggeration to say that after 8 years of firm ownership, 2025 was my most emotionally taxing (no pun intended) to date. Though, I’m hesitant to say that because I know this email list is filled with newer firm owners who had thriving 2025 (I’m so thrilled for you!), and I don’t want to sound like a wet blanket.
It’s a good reminder that every firm, every niche, every year, and every bucket of clients is unique.
For me, the theme around 2025 was CHURN. 😵💫 Specifically, pricing-related churn.
What started as dry pipelines for my clients in late 2024, turned into political-economic concern in Q1, layoffs (for my biggest clients) and cost-cutting measures into Q2 and up to yesterday (when one of my biggest clients notified me of disengagement so they could save money with an AI-powered accounting solution ::sigh::).
Sometimes, I need a visual to wrap my brain around everything, so I threw my entire client history into a spreadsheet this week to really assess what’s happening:
I was reminded that churn is normal. And actually, anything outside of the average is normal. That’s why we average things.
The difference in 2025 was the pricing factor.
Are consumers just watching their spending more closely?
Is my pricing too high? (I’m still getting new clients, btw)
Has bookkeeping and CFO work been commoditized, driving price down?
Is AI taking our jobs? (still doubtful)
I don’t know.
That’s the fun of entrepreneurship, right?
But here’s what I think and what I do know:
Every client had only kind and positive things about working with me. Every single one gave a glowing testimonial upon their departure. This is not a quality or customer service issue.
The economy and consumer sentiment felt like a disaster this year, despite the stock market acting like it wasn’t
Churn is normal
I still maxed out my 401K and took home a healthy pay for the hours I worked
People will always need people who know accounting
I’m grateful that I spent years building a cash reserve in my business
I’m grateful that my husband and I spent more years building a cash reserve in our personal life
I’m grateful for a husband that listens to me when I come out of my office shell-shocked
I’m grateful for a higher-power that I believe is always in my business and guiding me (even in 2025)
I still love what I do and would still rather do this than work for someone else
In other 2025 news, there were AMAZING things that happened in my business & life this year:
I transitioned my billing to Anchor in the summer (not sponsored - so happy!)
I attended Bridging the Gap Conference this year for the first time, after deciding to skip Intuit Connect when it felt like solo firm owners were no longer the target market in 2024
My firm gave away 10% of profits/owner benefits to domestic violence shelters for the 8th year in a row - a cause worthy of support despite how my year went
I turned 40! …and was excited about it! (even took my first Amtrak ride to celebrate)
My kiddos both graduated to a new schools this year, which is equal parts exciting and depressing
My passion project (writing this newsletter) turned into a real thing when Aligned Accountants launched in May and it’s filled with really cool people
I visited a life-long bucket-list national park this year (Dry Tortugas)
When I woke up this morning, my husband looked at me (after witnessing my shell-shocked client loss…again…yesterday) and asked, “How you feeling?”
I feel fine. I honestly feel totally fine.
Here’s to moving forward in 2026,
Erica
Heads Up!! OOO / Digital Detox > I’ll be out of office and on one of my “digital detoxes” for the year for the next 2 Wednesdays. I hope you take some time away from your inbox and devices as well!
What’s Happening in Aligned
2026 Planning Guide
TaxDome: Demo & Discussion
Google Ads: Roundtable Discussion
**This session was extremely informative IMO**
Aligned Virtual Holiday Party - TOMORROW!!!
Thu, Dec 18th - 2pm MST - RSVP here!
“Join us for holiday trivia! Wear your favorite holiday attire or come as you are! BYOB
Question of the Week > NONE! But, I did offer to pay for your coffee, tea, cocoa at Starbucks this week while you’re running holiday errands!
Current Discussions On > Hot spot recs, Google Business Profiles, structuring CFO calls, Anchor demo / training coming in Feb, someone just doubled a client fee and the client accepted(!), and more!
Join the discussion with 150+ like-minded, non-scaling accountants / really cool humans in the link below.
Money back guarantee, if you get in there and don’t see the value. No questions asked.
More details in the link above.