TFS Gulf 
- PE money is flooding US CPA firms and suddenly, “CPA” isn’t cool anymore.
- Some firms are asking staff to drop the CPA title from email signatures and LinkedIn.
- In India? Not yet. But CA firms are already rebranding as “consulting” to attract clients, talent, and PE investors.
Wait… Why would a CPA firm not want the CPA title?
“CPA” screams audit and tax, but that’s not sexy anymore.
Private equity wants scale, tech, and advisory.
The biggest players (especially PE-backed or Big 4) are not betting on compliance work like tax or audit. Much of that has been automated or commoditised.
Instead, they’re chasing high-value, tech-first mandates like:
- AI & digital transformation
- ERP implementation
- Cybersecurity & forensic
- ESG consulting
And none of these require a CPA license.
So they’re dropping “CPA” from firm names entirely and rebranding to titles like:
- “Advisory Group”
- “Consulting LLC”
- Or just… “Professional Services”
Fewer CPAs in CPA Firms?
It seems like just yesterday that accounting firms in the US were panicking over a CPA shortage. In 2025, however, the tone has changed.
As per Inside Public Accounting (IPA):
- In 2020, CPAs made up 56% of the staff in US firms.
- By 2024? Just 48.4%
- In firms doing tax + audit + advisory, it’s worse, only 41.5%.
Bottom line: Most people working in CPA firms today aren’t CPAs!
Also read: Private Equity money is pouring into US CPA Firms. Surge in offshoring to India?
CPA Firms’ new hiring focus
| Role | Why they’re hot |
|---|---|
| Data Scientists | For analytics, AI, and automation |
| Strategy Consultants | For transformation mandates |
| Forensic Experts | For digital risk and cyber investigations |
| MBAs & Engineers | For tech-first execution and ERP rollouts |
Is this just a US thing or is India next?
At The Finance Story, we’re seeing an interesting trend:
Many ambitious CA firms in India are rebranding as “professional services” or “consulting” firms, dropping the “CA firm” label publicly.
And it’s not just cosmetic, it’s strategic. Why?
- To attract broader clients who want end-to-end finance, tech, ESG, and cyber advisory services
- To compete with Big 4s and tech-first consultancies
- To hire non-CA talent like MBAs, engineers, and data analysts
- And yes, to catch the eye of PE funds, family offices, and global networks sniffing around India & looking to invest or partner with them!
Also read: VCs investing $500Mn to acquire & build AI-first CPA firms
Big 4 India is already way ahead
In fact, in Big 4 Firms in India, around 50% of their revenue is from Consulting! This also reflects their hiring strategy.
Deloitte India: 60% STEM/tech workforce; plans to hire 6,000–8,000 tech consultants in FY26
EY India: 3x tech teams in 3 years; over 50% from tech/analytics/AI
PwC India: 50% workforce in tech consulting; adding 6,000–7,000 tech hires
KPMG India: 45% of new hires tech-focused
Does this mean CPA or CA doesn’t matter anymore?
Not quite.
The credential still matters, especially in core audit/tax. But it’s no longer the star of the show.
Firms want multi-skilled teams: MBAs, engineers, data scientists, strategy consultants, and yes, a few CPAs too.
The CA qualification remains powerful in India. However, it is important to take note that:
Clients are evolving.
PE is watching.
Regulation is shifting (think: DPDP)
Talent is changing
FAQs
Why are US CPA firms asking employees to remove ‘CPA’ from their LinkedIn profiles?
Some PE-backed firms believe the “CPA” label limits their brand.
They’re repositioning as broader “consulting” or “advisory” firms — not traditional audit or tax shops. The goal? Attract tech talent, higher-margin clients, and investors.
Is this trend limited to the US?
Not at all. While it’s more visible in the US due to private equity involvement, Indian CA firms are quietly following suit, rebranding as “consulting” or “professional services” firms to appeal to a wider client base and attract funding.
Are CPA firms moving away from audit and tax work?
Yes, many firms are prioritising tech-first advisory services like AI consulting, cybersecurity, ERP implementation, and ESG reporting.
These services are more scalable and profitable than traditional compliance work.
Does this mean the CPA qualification is becoming irrelevant?
Not irrelevant, but it’s no longer the only ticket to work in top firms.
Firms are increasingly hiring MBAs, engineers, data scientists, and strategy consultants to execute tech and transformation mandates.
