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WorkflowCon 2026 lands this November.
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Focus is the New Flex

Two days designed for small and growing accounting and bookkeeping firms ready to move forward with intention. Find your most promising path—and go all in.

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Completely free to attend

100% virtual, join from anywhere

Monday 9 & Tuesday 10 November 2026

The premise

Any firm can do more. The best firms do better.

What a firm chooses not to do says more than what it does.

Success isn't just about growth. It's also about purpose. Learn from small firm owners who zeroed in on a specific growth lever, whether that's a client type, a service line or a unique way of working, and held steady in every other. Even when chasing shiny objects would have been easier. That's the flex. Not the size of the practice. The clarity around what makes it great.

WorkflowCon 2026 is two days of firm owners showing what they chose, what it cost them, and what it made room for.

Three colleagues laughing together over their laptops at a shared table

Tracks

Five of them. Pick a lane, or focus on one.

Workflow

The unglamorous machinery: how work moves, where it stalls, and what to stop doing by hand.

AI

What firms are actually running, what they're refusing to run, and how they decided.

Client

Who you serve, how you say no, and what changes when the roster gets shorter.

Revenue

Pricing, packaging, and the math behind charging what focused work is worth.

Team

Building a team that people don't leave, and that doesn't need you in every room.

Agenda

Two days. Five Tracks. Real Talk. [All times ET]

Full agenda to be announced soon.

  1. 9:45 AM

    Networking

  2. 10:00 AM

    DJ warm-up

  3. 10:30 AM

    Main stage

    Host welcome

    Shahram Zarshenas, Financial Cents

    Read more

    A short welcome, and the first look at what Financial Cents has been building.

  4. 10:45 AM

    Main stage

    Opening plenary

    Keila Hill-Trawick, CPA

    Read more

    Title and description to come.

  5. 11:15 AM

    Team

    Attract A-Players in 45 Minutes

    Ryan Lazanis

    Read more

    Build the one document that does your hiring work for you. Full description to come.

    AI

    Workflow

    Month End Client Comms

    Jan Haugo

    Read more

    Full session description to come.

    Workflow

    The Minimum Viable Operations Manual

    Justine Lackey

    Read more

    The smallest amount of documentation that actually keeps work moving, and how to stop there.

  6. 12:00 PM

    Break & raffle entry

  7. 12:30 PM

    Workflow

    Stress Test Reunion

    Alisa McCabe, with Dave Kersting, Debbie Hylander and Misty Scott

    Read more

    At Summer Workflow Camp, firms spent four weeks stress testing one question: could the work keep moving if someone suddenly was not there? Months on, the three winners are back on what held, what quietly reverted, and what mattered more than they expected.

    AI

    Before AI Touches Client Data

    Speaker to be confirmed

    Read more

    The questions every tool has to answer before it goes near a client file.

    Client

    “Would You Fire This Client?”

    Al-Nesha Jones, Tony Proctor and guests

    Read more

    Real client situations on the table and a straight answer from each practitioner: keep them, reprice them, or let them go?

  8. 1:30 PM

    Break

  9. 1:40 PM

    Product

    Financial Cents in Focus

    Maximise your workflow, minimise everything else

    Read more

    A working session inside the product, with a firm who runs it every day.

  10. 3:00 PM

    Client

    Workflow

    Your Clients Don’t Get to Design Your Workflow

    Tonya Schulte

    Read more

    Every firm makes promises to clients: a response time, a turnaround window. Most quietly fail, because the promise was never attached to anything structural. How to design the door, and build the boundary into the process rather than into an inbox.

    Revenue

    Pricing Is How You Say No

    Logan Graf

    Read more

    Price as capacity, not revenue. Full description to come.

    Workflow

    The Social Security Workflow

    RSSA

    Read more

    Full session description to come.

  11. 4:15 PM

    Main stage

    Closing keynote

    Ethan Kross

    Read more

    Shift: Managing Your Emotions So They Don’t Manage You. Emotions run our lives, but no one taught us how to run them. The science of emotion regulation, and the six shifters we all carry.

  12. 5:00 PM

    Day 1 wrap

Speakers

Four keynotes, and a bench of practitioners who have each made the call this year is about.

Ethan Kross, PhD

Psychologist and author, Michigan

Read more

Psychologist at the University of Michigan and director of its Emotion and Self Control Laboratory. Bestselling author of CHATTER, translated into 40 languages, and SHIFT. He studies the voice in your own head, and what actually quiets it.

Keila Hill-Trawick, CPA

Founder and CEO, Little Fish Accounting

Read more

Founded Little Fish Accounting in 2018 after eight years auditing for federal agencies. A boutique firm for service providers and small online businesses, built to enough rather than built to scale. Forbes top 200 accountants.

AI

Jan Haugo

Founder, SmartAccountant.ai

Read more

Twenty years inside accounting operations, not watching from the outside: close processes, AP and AR, record to report. Now works where controllership meets AI, testing tools for deployment rather than for demos. Co-authored Intuit’s AI certification.

Team

Nicole Davis, CPA

Founder, Conscious Accounting

Read more

CPA behind Conscious Accounting, known for no nonsense tax strategy across construction, pharmacy and service firms. One of Forbes Top 200 CPAs in America, 2024. Chairs two AICPA committees, and runs a specialty construction company of her own.

More speakers to be announced soon.

Revenue

Logan Graf, CPA

Owner, The Graf Tax Co

Read more

Tax compliance and consulting across a wide spread of industries, entities and people, and a lot of time spent on helping the next generation of accountants, young and old, actually succeed.

Team

Ryan Lazanis, CPA

Founder and CEO, Future Firm

Read more

Built Xen Accounting, one of the first cloud only firms in Canada, and sold it five years later to a multinational. Now coaches firm owners through Future Firm on building something modern and scalable, with technology and automation doing the lifting.

Client

Tony Proctor, EA

Founder and principal, Proctor & Assocs.

Read more

Enrolled agent and firm owner with nearly two decades behind him, and twenty years in IT before that. Teaches tax law and small business finance in plain language, with something you can use on the Monday.

Revenue

Veronica Wasek, CPA

Founder, 5 Minute Bookkeeping

Read more

The Unstoppable Introvert. Built a bookkeeping firm from scratch, ran it for fifteen years, then sold it to her own team. Now teaches bookkeepers to diagnose, scope and price cleanup work with confidence, through 5MB Academy and YouTube.

Richard Roppa-Roberts

Founder, Roundtable Labs

Read more

Not an accountant. He is who accountants call. Twenty years helping accountants and bookkeepers find their voice, their value and their people, through Roundtable Labs since 2015 and Quasar Cowboy across 24 states and four countries.

Client & Workflow

Tonya Schulte

Owner, The Profit Constructors

Read more

Owner of The Profit Constructors and a construction accounting specialist since 1997. Hosts The Construction Junction podcast, runs its roundtable, and sits on the board of the American Subcontractors Association of Arizona.

Team

Jason Blumer, CPA

CEO, Thriveal and Blumer & Associates

Read more

A CPA since 1998 and CEO of both Thriveal and Blumer & Associates. Founded Thriveal in 2010 so entrepreneurial firm owners had somewhere to connect, learn and grow. Accounting Today Top 100 Most Influential.

Workflow

Justine Lackey

Bookkeeping business coach

Read more

Founded one of the first virtual bookkeeping firms in America in the early 2000s and exited in 2023. Now teaches bookkeepers the how of running a firm: systems, workflows, process maps and expectations you can hold.

Workflow

Alisa McCabe

Founder and owner, First Steps Financial

Read more

Works with growth minded entrepreneurs to organise their finances, tighten their processes and get numbers they can actually plan from. Runs the firm on EOS, on the principle that everyone should be in the right seat.

Workflow

Dave Kersting

Founder and CEO, Capovario

Read more

Founded Capovario in 2020 and passed its five year goal in just over two. Concierge accountants and consultants who do not do tax, and a founding voice behind co-firming: firms with different expertise partnering rather than competing.

Workflow

Debbie Hylander, CPA

Managing member, Hylander CPA Firm

Read more

Your business, so your profit comes first. Certified in the Profit First method, and the point of the engagement is that the firm drives profitability rather than only doing the books. Tax compliance across real estate, medical and professional services.

Workflow

Misty Scott

Accounting manager, Bestow

Read more

Accounting services manager at Bestow Nonprofit Accounting & Consulting, and one of the three firms that came back to say what actually held after the Summer Workflow Camp stress test.

Client

Al-Nesha Jones, CPA

Founder, ASE Group

Read more

Founder of ASE Group, a full service accounting, tax and advisory firm for service based businesses. Recordkeeping, proactive tax planning and year round advice, all of it built to make the dollars make sense.

Workflow

Steven Moos, CPA

Founder, Moos Tax & Accounting

Read more

Twenty years of tax and accounting from government contracting to real estate, and a lot of new firms helped to stand up accounting systems that keep holding as they grow.

AI

Dawn Brolin, CPA, CFE

CEO, Powerful Accounting

Read more

The Designated Motivator for accounting professionals. Twenty years of helping firm owners stop being the bottleneck in their own business: pricing, client management, systems and leadership. Accounting Today Top 100, several times over.

Jenna Rodriguez

Owner, Approachable Accountants

Read more

QuickBooks ProAdvisor and senior accountant, working across individuals and businesses of every size and type. QuickBooks education and consulting, bookkeeping, tax preparation, fixed assets and financial statements.

The Small & Mighty Awards

  1. Category 01

    RisingVoice

    Early career and emerging professionals who are already making an outsized impact, and changing how the people who work around them work.

  2. Category 02

    UnderservedMarket Champion

    Built their practice around the clients other firms turned away, and serve the communities and the markets that nobody else bothered to learn.

  3. Category 03

    CommunityBuilder

    The mentors, educators and advocates who lift the whole profession rather than only their own firm, and who make room for the people coming up behind them.

  4. Category 04

    EfficiencyEngineer

    Redesigned their processes or their tech stack, made the change stick, and can show you exactly what it did to the way the whole firm runs.

Four categories. Twelve finalists. Four winners.

Nominate someone, or put yourself forward. Winners are revealed live on Day 2.

Who can be nominated

  • Accounting, bookkeeping, tax and advisory professionals in the US and Canada.
  • Any size of firm, from solo practitioners to fifty people and up.
  • You do not have to be a Financial Cents customer. Every nomination is judged identically.

What each winner gets

  • $1,000 in cash, or double and donate $2,000.
  • Four coaching sessions with the partner network.
  • Conference registration and travel.
  • A physical award, a digital badge kit, and a written and video spotlight.

How it is judged

  • Three independent practitioners score every nomination.
  • All three work from the same published rubric.
  • Any judge with a conflict of interest recuses themselves from that nomination.

Judged by

  • Keila Hill-Trawick, CPA

    Founder & CEO,
    Little Fish Accounting

  • Richard Roppa-Roberts

    Founder & Chief Convener,
    Roundtable Labs

  • Tanya Hilts

    CEO & Founder,
    Cloud Business Services

Key dates

  • August 31Nominations open
  • October 10Nominations close
  • October 13 - 24Judging
  • October 29Finalists announced
  • November 10Winners revealed live
Nominate someone

Who it's for

Small firms with a direction.

WorkflowCon is built for small and growing accounting and bookkeeping firms, from two-person shops to those with dozens of team members.

If you're looking to grow your practice with intention, this event is for you. It's all about finding your most promising growth path and making the decision to lean in wholeheartedly. No distractions, no waffling, no chasing the latest trend.

Save your seat

Last year

What attendees said.

Meagan Green
Overall good content and great engagement from presenters and the audience. Great platform for hosting a virtual conference. Can’t believe it was free. It was free right? I would have paid $100 for this conference. Just saying.
Liz Lopez
Super professional. Very well done.
Hassana Blackwell
That it was virtual, hosted during off-season dates, with multiple tracks and sessions to choose from.
Peter Piluk
It was great to see the community FC is building come to life.
Dustin Pruett
An amazing chance to be part of a great community and hear about how others use and see the benefit of workflow tools.
Raegan Doucet
I loved all the opportunity to hear and see how others work.
Denise Kirk
Online makes it more accessible on a budget, breakout rooms made it easy to choose sessions, and saving the recordings made it great to watch the sessions I wanted to so I didn’t feel like I missed out on anything.
Erika Balza
I have participated in WorkflowCon every year since it started and they get better every year! I wish I could attend every session because it is all great information and direction for my firm. Thank you for putting this all together for all of us to learn!
Stacie Holder
Very easy to navigate the conference set up and each speaker was great!
Shawn Hanlon
The FC classes were amazing and helped us use the system better.
Betty Moss
First, I am not the accountant, however her assistant, and I have several years of experience in marketing, sales, customer service and some QB. I attended most of the sessions and they were all outstanding! I think the best for our team was the workflow streamlining and detail about Financial Cents. We look forward to accessing the entire webinar on YouTube. Thanks!
Cassandra Sliter
The candidness of the speakers.
Marina Radeva
It’s the best virtual conference for a third year in a row that I have attended.
Tonia Childs
The presenters were fabulous and a wealth of new and useful information. I had a great time too.
Marnie
Great conference all around! Totally appreciate the experience and skill level of all presenters.
Georgia Gabriel-John
The virtual aspect of WorkflowCon makes it very conducive to learning and keeps costs low. The arrangement is great, good pick of resources. There are so many golden nuggets, it is not funny. Again, thank you.
Diane Danna
All the speakers wove FC into their presentations. Really helped me wrap my head around how I need to implement FC.
Danielle Thompson
Never attended a multi-day workshop with track options and keynotes before that didn’t cost an arm and a leg to attend.
Georgia Gabriel-John
WorkflowCon 2025 is living up to its expectations! Great energy, resources, everything!
Aileen Gilpin
It was focused on the growth of the business, not necessarily about accounting 101.
Catch up on WorkflowCon 2025

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Need to convince your boss?

We’ve got you covered. You can easily send a pre-written email that highlights the value of attending WorkflowCon 2025 and why it’s a great, free professional development opportunity for your team.

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Need a yes first?

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Two days, no ticket, no flights. We already wrote the email, so you do not have to. Copy it, send it, get the yes.

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  • Completely free. No ticket, no travel, nothing to approve on the budget.
  • Virtual and flexible. Join the sessions that matter, catch the rest later.
  • Actionable takeaways. Real examples the firm can use the week after.
  • Team development. Five tracks, so everyone finds their lane.

Frequently asked questions

Free, virtual, and you can dip in for a session or stay for both days.

How much does it cost?

It's free. No ticket, no upgrade tier, no catch.

Where is it?

100% virtual. Wherever you already work.

Can I watch the sessions later?

You need to attend for at least 60 minutes to receive the session recordings.

Is CPE available?

No. WorkflowCon doesn't carry CPE credit.

Can I attend just one day?

Yes. Register once and come to whatever fits.

Who should come?

Owners and team members at small accounting and bookkeeping firms. Sessions assume you run the firm or help run it.

How do the Small & Mighty Awards work?

Anyone can nominate someone through October 10th. Twelve finalists are announced October 29, and four winners are revealed live on November 10.

Taking Sponsor applications for WorkflowCon

We curate our sponsor lineup to bring accounting professionals solutions worth their time and attention. Tell us about your company, and we’ll reach out if there’s a strong fit for our audience and sponsorship opportunities. Apply to be considered.

Get in touch with us

Two days. Then a year of running the firm you meant to build.

November 9 and 10, online. Free to attend.

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WorkflowCon Sponsorship