Accountants are driven by service, and they’re driven by making an impact. I feel like advisory creates this space that they can see that in a lot more tangible ways than some of the more traditional compliance or transactional work.
– Madeleine Reeves, Founder & CEO of Fearless Foundry, creator of Advisory Amplified.
Today I’m speaking with Madeline Reeves, Founder & CEO of Fearless Foundry, creator of Advisory Amplified.
In this episode, we discuss reinventing accounting conferences through a six-city U.S. tour, focusing on practical advisory content and community building.
- Challenges with traditional conferences and the need for real-world application.
- Advisory vs. CAS: Clarifying the terminology and implementation.
- Empowering women and underrepresented voices in accounting events.
- Localised content and community connection via hometown hosts.
- Practical tools and strategies for implementing advisory services.
- Workbook-based workshops with real, actionable takeaways.
- Partnering only with vendors who deliver educational (not salesey) content.
- Launching a virtual version of Advisory Amplified on November 18.
- Vision for future global expansion and continued grassroots connection.
🌟 Advisory Amplified Sponsors
- Fathom – Financial analysis and management reporting tool for accountants and business owners.
- Ignition – Client engagement and billing platform that automates proposals, contracts, and payments.
- Karbon – Practice management software for accounting firms, streamlining tasks, emails, and workflows.
- Relay – Online business banking designed for accountants and small businesses, with integrated financial controls.
- OnPay – Payroll and HR software for small businesses, handling wages, tax filings, and benefits.
- Fearless Foundry – Creative consulting firm that helps entrepreneurs and organisations with branding, marketing, and strategy.
🧰 Apps & Tools Mentioned:
Avalara, QuickBooks Online Accountant (QBOA), TSheets, Hubdoc, Abacor, Firm360, Taxfyle
Madeline Reeves shows how Advisory Amplified is transforming accounting conferences with a community focus.
Episode Transcript
Timestamps
02:05 – From Avalara to Advisory Leader: Madeline’s tech-to-advisory journey.
06:10 – Why Advisory Amplified Exists: Gaps in traditional conferences.
09:30 – Real Talk: Advisory in the US vs. Global: What’s missing in America.
13:25 – Designing Inclusive Conferences: Women-led by design, not default.
17:15 – The Power of Representation: All-female AI panel moment in Chicago.
20:40 – Tools Driving the Advisory Shift: What tech supports real advisory?
23:55 – Advisory Tech Stack Talk: Practical sessions with partner input.
27:10 – From Random Acts of Consulting to Service Lines: Productizing advisory.
30:35 – AI + Advisory Integration: Using AI for better client conversations.
34:00 – Hands-On Learning With Workbooks: Goodbye chicken scratch notes.
37:15 – Building Community with Local Flavour: Hometown hosts & local vendors.
41:05 – Sponsors with Substance: No sales pitches—only educational value.
44:25 – The Value of Diverse Perspectives: Unlocking new ideas through inclusion.
47:00 – Advisory Mindsets & Skills: Let go of perfection, focus on listening.
50:15 – Stop Selling, Start Serving: Grow advisory with current clients.
53:10 – Advisory Amplified Goes Virtual: November 18 launch details.
55:30 – Global Ambitions + The Bus Dream: What’s next for the conference.
58:00 – Final Thoughts: Building a future-focused, community-powered industry.
