How to Build CPA Partnerships That Actually Send Leads
You’ve probably heard it before. “Partner with CPAs, they’ll send you business.” But most advisors who try it get coffee meetings, not clients. Here’s how to build real partnerships with accountants that actually drive referrals.
CPA relationships are powerful when done right. They’re trusted professionals serving the same clients you want to help: business owners, high earners, and retirees with complex financial lives. The problem? Most advisors pitch partnerships the wrong way.
You don’t win a CPA’s trust by talking about what you want. You win it by solving their problems.
Let’s reframe how to approach these relationships strategically.
Step 1: Shift the Focus From “Referrals” to “Value Exchange”
When you meet a CPA, don’t lead with, “I’d love to swap referrals.” That line has been used a thousand times. Instead, position yourself as a collaborator, not a competitor.
Try this instead:
“I work with clients who often need deeper tax coordination. I’d love to learn more about how you approach that and where I might add value.”
Ask about their biggest client challenges during tax season. Offer to make their life easier, not harder. That’s the foundation of trust.
Step 2: Build a Repeatable Collaboration Framework
Turn the relationship from “occasional introductions” to a joint process:
Create a shared client handoff checklist (who does what, when).
Schedule quarterly sync meetings to discuss shared clients.
Offer mutual education sessions (you host one on retirement planning; they host one on tax updates).
Structure equals consistency, and consistency builds momentum.
Step 3: Make It Easy for Them to Refer
Most CPAs won’t refer because they’re nervous about client perception. Help them overcome that barrier:
Write a short “introduction script” they can use when referring you.
Provide a ready-to-send client email template.
Offer to sit in on their next client review (with permission) to demonstrate collaboration in real time.
The easier you make the handoff, the more often it happens.
Step 4: Create Joint Marketing Opportunities
CPA partnerships scale faster when you co-market.
Ideas that work:
Co-branded webinars on tax-smart investing or business exits.
Guest posts or newsletter swaps featuring each other’s insights.
Shared client appreciation events for business owners or retirees.
You’re building mutual authority and positioning yourselves as a team that solves complex problems together.
Step 5: Track Partnership ROI
Use your CRM to log every joint client and lead source. Measure:
How many referrals came from each CPA?
How many converted to clients?
What patterns exist among high-performing partnerships?
Over time, you’ll know which relationships are worth deeper investment, and which to gracefully let go.
The best CPA partnerships aren’t transactional. They’re symbiotic: two professionals collaborating around client needs, not competing for attention. Build that trust, and the referrals take care of themselves.
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