The Art of the CPA/Advisor Partnership [Episode 65]
What does it take to build a perfect partnership? Well, its 50% perspiration and 50% partnership.
This episode of Perfectly Integrated features a conversation with John Pastore (Executive Vice President, Integrated Partners), Anthony Marotti (Private Wealth Advisor, Integrated Partners), and Craig Eaton (Eaton Advisory Group, CPA) discussing their successful partnership within the Integrated Partners CPA alliance.
The CPA Alliance: A Perfect Partnership
Host Matt Ackermann opens by highlighting Integrated’s CPA Alliance as a key differentiator, emphasizing that success relies on great advisors partnering with great CPAs.
- John Pastore describes the formula for a successful pairing as combining a well-trained, confident advisor (like Anthony) who aims to work on complex cases, with a forward-thinking, proactive accountant (like Craig) who stays on the “razor’s edge of the new tax rules.” He likens the match to a “Reese’s peanut butter cup,” emphasizing their shared will to do their best for clients and their dedication to continuous learning.
- Anthony Marotti notes that the CPA Alliance and culture were major factors in his decision to join Integrated Partners. Having previously built a financial planning division within an accounting firm, he already understood the immense value of this relationship.
- Craig Eaton, an acclaimed CPA, found the partnership with Anthony to be a “perfect marriage” that significantly enhances his offering to clients, especially by adding a deeper layer of lifetime income planning and wealth management to his tax planning expertise.
Moving from Preparer to Planner
A central theme of the discussion is the critical shift in the CPA’s mindset from just preparing taxes to proactively planning for clients.
- John Pastore defines Craig as the “accountant of the future,” who takes the time to “defend his client’s wealth against unnecessary taxes.” This proactive, 360-degree approach turns the CPA firm into a boutique setting that integrates professional expertise for the best purpose of the client. The greatest client complaint against advisors is not bringing “fresh new ideas” to the table, a gap this partnership fills.
- Anthony Marotti says the brightest CPAs are embracing this planner mindset, while others remain “creatures of habit” focused only on deadlines and structure. The partnership with Craig began because they both saw the “light and the synergies” in working together on complex client cases.
Trust, Fiduciary Duty, and The “Good Guest”
The gentlemen stress that trust and respect are the foundations of their collaborative approach.
- Craig Eaton was never skeptical because he felt the partnership with Anthony and John would immediately round out his skill set, especially in areas like investment portfolios and insurance.
- John Pastore describes Anthony as a “phenomenal guest in Craig’s house,” meaning he complements the CPA’s existing good work without trying to take over.
- Craig Eaton affirms this, noting that Anthony is a “really good guest” who isn’t there to “sell my clients,” but to help and give advice, reinforcing the trust the clients already have with Craig.
- Anthony Marotti confirms this helper’s mindset, emphasizing that the CPA-client relationship is one of the most trusted in the financial world. The goal is to act as a good steward and solve the “puzzle” of every client’s needs, leading to clients for life.
Advice for Advisors and CPAs
The conversation concludes with advice for their peers in both professions.
- Craig Eaton’s Advice to CPAs: “You have to do it.” Staying transactional (tax prep only) won’t work long-term. He recommends CPAs adopt a mindset of being an advisor, move from hourly billing to fixed-fee engagement (which forces quarterly planning), and leverage partnerships like this to solidify relationships and bring value.
- Anthony Marotti’s Advice to Advisors: Find a partner you can be comfortable with and confident with. He stresses that the initial steps are simple—just saying, “We’ve got somebody that can review your plan/portfolio,” is enough to open the door to collaboration and great things.
- John Pastore’s Final Thought: He is grateful for CPAs like Craig who recognize that the next 10 years will not look like the last 20-30. With 50% of working CPAs retiring soon, visionary CPAs will meet challenges by partnering with Integrated to offer wealth services.
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