It’s 2025. Clients expect more from their accountant than just compliance services.
What they’re looking for, said Geni Whitehouse, founder of The Impactful Advisor and communication coaching company Even a Nerd Can Be Heard, is insights, strategy and real business impact.
“For too long, we’ve been buried in compliance work, reacting to the past instead of shaping the future,” Whitehouse said. “But the truth is, businesses don’t just need accountants; they need advisors. They need professionals who can show them where their cash is going, how their business processes are holding them back, and what changes will drive growth.”
We at Universal Accounting Center are thrilled to welcome her to the stage at GrowCon25 to be held in Provo, Utah, from May 5 to 7. Grab your ticket here and learn from Whitehouse in person.
Whitehouse will bring her signature blend of inspiration, real-world experience, and no-nonsense insight to help attendees reimagine what it means to be an accountant in today’s world during her presentation: “Accounting Beyond the Numbers”.
“I want attendees to walk away empowered—knowing that they don’t have to burn out in compliance work, and that their skills can create real, lasting impact for their clients,” Whitehouse said.
Let’s take a look ahead at what Whitehouse will share with attendees in Provo.
Why Whitehouse is Excited for GrowCon25
Across all of Whitehouse’s work as a CPA and firm owner, what truly has excited her has been helping others see “how valuable our work truly is.”
“I love connecting with fellow accountants who are ready to move beyond compliance and step into a more strategic role,” Whitehouse said. “Too often, we get stuck in the mindset of just reporting numbers when, in reality, we have the power to shape business outcomes.”
GrowCon25 marks Whitehouse’s first live presentation of 2025, and she couldn’t be more excited to kick off the year with a community committed to pushing the profession forward. “Roger Knecht is leading the charge in redefining what it means to be an accountant, and I’m honored to contribute to that mission.”
Inside the Session: “Accounting Beyond the Numbers”
In her session, Whitehouse will present “Accounting Beyond the Numbers,” a powerful exploration of how accountants can transition from being historical reporters to strategic influencers within a business. Drawing from her advisory work with Napa Valley wineries, Whitehouse will share real stories and lessons that highlight the impact of strategic accounting—covering everything from cash flow insights to process optimization.
She hopes to bring advisory work to life, she said. Attendees can expect practical tools and fresh perspectives they can immediately apply to their own practices, no matter the size or specialty.
Why This Message Matters Now
Whitehouse is proof of the transformation she advocates. She’s pushing the transition to advisory because she’s “lived this shift [sic] firsthand.”
“The day after I made tax partner at a small firm, I left accounting for the tech industry,” she explained. “Not because I didn’t love the work—but because I saw a bigger opportunity to help others break free from the cycle of overwork and under-appreciation.”
At GrowCon25, she hopes to empower accountants to stop chasing deadlines and start leading change. “Businesses don’t just need accountants; they need advisors. I want attendees to walk away knowing they don’t have to burn out in compliance work. Their skills can drive real, lasting impact.”
A Final Word for Attendees
Whitehouse’s message to GrowCon attendees is clear: You are more powerful than you realize.
“We do incredible work, but too many of us don’t see our own value. At GrowCon, we’re challenging the status quo and building a profession where accountants are leaders, not just number crunchers. If you’re ready to work smarter, not harder, and become a true advisor—this is the place to be.”
You won’t want to miss Whitehouse’s full presentation.
GrowCon 25 will be held in Provo, Utah, from May 5 to 7 at the Utah Valley Convention Center. Tickets are available now. VIP tickets include lunch at Bridal Veil Falls in Provo Canyon, an adventure at Labyrinth Reality Games, Dinner at Rodizio Grill, and a Casino Night with speakers and Universal Accounting Staff.
Be sure to check out highlights from previous editions of the conference, and contact our team if you’re interested in starting or improving your own accounting firm with advisory services at 435-344-2060 or schedule an appointment online.
