Human-First Culture Takes Center Stage in National Accounting Conversation

The Connecticut Society of CPAs recently featured Carla McCall, CPA, CGMA, Managing Partner at AAFCPAs and Immediate Past AICPA Chair, on the cover of Connecticut CPA magazine, spotlighting her leadership on issues shaping the future of the profession. In the feature, Embracing a Human-First Culture: The Key to the Future of Accounting, Carla calls for a reexamination of how the profession is structured, how it is perceived, and how it can better attract and retain talent in a changing world.

Her message is clear: sustaining the profession requires more than technical excellence. It demands cultural change—flexibility, inclusion, and a workplace that supports both personal well-being and professional purpose. These are values AAFCPAs has long embraced as the foundation of how the firm operates, and this approach continues to shape its business model, designed to serve both clients and team members, with an emphasis on long-term value versus short-term convention.

Shaping a Culture That Serves the Profession and the People in It

As Immediate Past Chair of the AICPA, Carla McCall continues to help steer a national dialogue around modernizing the profession’s value proposition. A key part of that conversation involves addressing the disconnect between how accounting is often perceived and the strategic, technology enabled work professionals now perform. This perspective continues to shape AAFCPAs’ own internal evolution.

At the firm, traditional models such as billable hours are being reevaluated in favor of approaches that reward efficiency, outcomes, and innovation. Flexibility is not treated as an exception; it is built into how the firm supports team members. These efforts help create an environment of trust, autonomy, and shared accountability.

They also address one of the profession’s most pressing concerns: talent retention. Carla has underscored the need for firms to create spaces where professionals see a long-term future. AAFCPAs’ policies reflect that belief, offering structure and support for professionals to grow in ways that are sustainable and meaningful.

Values That Guide How We Work and Who We Work With

The values that define a firm’s internal culture are the same ones that guide how it shows up for clients. Carla’s message points to the importance of clarity, consistency, and authenticity in shaping an environment where people can thrive.

At AAFCPAs, collaboration across teams and disciplines is a core principle. An openness to diverse perspectives and a shared commitment to community shape both how the firm operates and how it leads. These values are not standalone ideals; they inform strategy, hiring, and client service.

They also build alignment. A firm grounded in trust and shared values is better positioned to form lasting client partnerships. When people work in a culture that emphasizes respect, quality, and purpose, it shows in the strength of relationships and the consistency of outcomes.

Leadership That Builds Credibility Across the Profession

Carla’s national recognition is also a reflection of the work taking place across AAFCPAs. Her leadership role is built on years of consistent engagement in both firm leadership and broader professional advocacy. It affirms a culture where team members are encouraged to lead, contribute, and shape the future of the field.

That visibility matters. In a profession built on trust, the credibility that comes from lived values and shared accountability can distinguish one firm from another. Clients want to know their advisors are part of the conversation, not reacting to it.

The future of accounting will depend on firms willing to evolve—not only in how they deliver work, but in how they support the people behind it. As Carla’s platform continues to reach audiences across the country, the values she champions are already at work inside AAFCPAs.