Pricing structure and approach at CPA firms is one of many strategies that continue to evolve in our profession, but it is one of the most important because it is how we get paid for our services! We see staffing shortages and the adoption of technology advancing a lot of conversations around changes here, which is exciting. There’s value, hourly, flat-fee, value, subscription, and some sort of hybrids. Getting partners out of that 30-year-plus pricing comfort zone is scary, though, so why is it so important to make a change? Michelle River, president of Fore LLC, shares her insight with Sarah Dobek.