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by AJ Zepeda & Logan Graf
A podcast by two firm owners trying to figure it out one step at a time. AJ & Logan have been running their own firms for a few years and have come together to share stories, thoughts and insights on what that means and hopefully help some other firm owners through their journey.
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Send us Fan Mail Intuit Connect 2026 Recap: Conference Takeaways, Community, and Favorite Sessions AJ and Logan discuss attending Intuit Connect 2026 in Vegas, sharing conference takeaways, networking value, and how to choose sessions strategically by trusted speakers. AJ also recaps personal tech updates, including using the iPhone Duo with focus modes to balance work and family, multitasking with Slack/email/calendar, and strong battery life, plus a pet peeve about the Claude iPhone app su...
Send us Fan Mail Buy vs Build for Accounting Firm Software in the AI Era Logan Graf and AJ Zepeda discuss whether accounting firms should buy or build software as AI tools proliferate, noting that post–tax season is a common time for firm owners to reassess their tech. They describe being inundated with AI outreach and argue that personal, non-automated communication can stand out. They suggest firms use AI first for marketing and content creation (visuals, social posts, meeting-note-derived...
Send us Fan Mail Partnership Pros and Cons: Taking Time Off, Decision-Making, and Building the Right Firm Structure In episode eight of the Own Your Firm podcast, Logan and AJ discuss running a firm solo versus with partners, starting with AJ’s two-week trip to Greece for the Feast of Tabernacles and how he prepared by front-loading work, notifying clients, assigning projects to team members and partners, and scheduling media in advance. AJ explains how having a team and two partners made th...
Send us Fan Mail Solo vs Scalable: Hiring, AI Bookkeeping, and Building a Firm That Runs Without You In episode six of the Own Your Firm podcast, hosts AJ and Logan Graff compare running an accounting firm as a solo operator versus building a scalable business with employees, partners, systems, and processes. They discuss recent AI bookkeeping developments, including Mercury launching Mercury Books and Accrual acquiring Puzzle’s ledger and close technology, and predict more banks and niche Sa...
Send us Fan Mail Episode 6: Firm Acquisition News and How to Price One-Time Consult Calls In episode six, the hosts note an upgrade to AJ’s microphone and discuss launching the podcast on YouTube, early download/view metrics, and a weekly release plan. They cover an industry update: Brandon Hall’s acquisition of Tooth and Coin, a dental-focused accounting firm where one host previously worked, describing it as a 2,000-client firm acquiring a roughly 400-client firm and discussing Tooth and C...
Send us Fan Mail Logan Graf and AJ Zepeda kick things off with their latest random finds — a camera robot that follows you around and a metal smart business card — before diving into the main topic: Logan's viral LinkedIn post about losing an $8,000 accounting engagement because a prospect wanted to use AI to do their own bookkeeping cleanup. They break down the proposal details, why the cleanup wasn't optional, how AI is changing client confidence and expectations, and what it means for firm...
Send us Fan Mail How Much Should Your Accounting Firm Make? Hitting $200K–$250K Take-Home Logan and AJ discuss money goals for accounting firm owners on the Own Your Firm podcast, starting with their early-career earnings. They note entry-level public accounting pay has risen to roughly $75K–$84K. AJ’s target is $250K personal income for retirement contributions, lower stress, travel, and increased giving, and he estimates their three-partner firm needs about $2M in annual revenue to support...
Send us Fan Mail Logan Graff’s Origin Story: From UIL Accounting to Launching a Virtual Tax Firm Logan Graff and AJ Zepeda introduce an episode of the Own Your Firm podcast focused on Logan, briefly discuss possibly attending QuickBooks Connect, and joke about doing a live podcast from the beach. Logan shares personal background (living in Austin, married 12 years, three daughters), interests (a 1965 Mustang project, fitness, hiking, mountain biking, making pizza), and that his faith in Chri...
A podcast by two firm owners trying to figure it out one step at a time. AJ & Logan have been running their own firms for a few years and have come together to share stories, thoughts and insights on what that means and hopefully help some other firm owners through their journey.
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