TFS Gulf 
- Remember when having “CA” or “CPA” next to your name was a big deal? That’s changing…Fast!
- GoingConcern reports several US CPA firms are asking their CPAs to REMOVE the title from LinkedIn.
- In India, this hasn’t happened yet! However, CA firms are also shifting from “CA firm” to “consulting” to attract new clients, tech talent and of course PE investors!
The data: 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!
CPA? Some firms don’t want you mentioning it
Going Concern reports that some PE-backed firms are asking employees to remove “CPA” from email signatures and even scrub it off LinkedIn.
Why?
- “CPA” is a niche label that may limit their branding.
- And these firms want to be seen as broad-based advisory machines, not old-school audit shops.
So they’re dropping “CPA” from firm names entirely and rebranding to things like:
- “Advisory Group”
- “Consulting LLC”
- Or just… “Professional Services”
The real reason
Scale + tech + strategy!
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.
Also read: Private Equity money is pouring into US CPA Firms. Surge in offshoring to India?
New hiring trends at CPA Firms
| 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 |
Let’s talk about Indian CA Firms?
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. (Legally, they’re still CA firms)
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
- Deloitte India: 60% STEM/tech workforce; plans to hire 6,000–8,000 tech consultants in FY26
- EY India: Tripled tech team in 3 years; over 50% from tech/analytics/AI
- PwC India: Half workforce in tech consulting; adding 6,000–7,000 tech hires
- KPMG India: 45% of new hires tech-focused
Wrapping up…
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.
