Here at Intuit, we’ve been talking a lot about the changing future of the profession. We’ve talked about navigating rapid AI adoption, the ongoing talent shortage, and the shift toward client advisory services. Through it all, we’ve continued investing in our partners with new tools and technology to help you keep pace. But in the past few years, one thing has become clear: Even the most powerful technology can’t replace the power of human connection.
AI-powered workflows, expert webinars, and on-demand training are all valuable resources, but those real lightbulb moments rarely happen alone. They happen when we leave the screens and connect face to face—when we have the space to dig in, pressure-test ideas, and explore solutions with others facing the same challenges.
Intuit’s Better Together roadshows, brought to you by the Intuit ProPartner Accountants program, were designed to foster exactly that. While ProPartner was built to help your firm master modern workflows and transition into higher-margin advisory work, Better Together is our investment in the human side of accounting, giving you the community and connection to make those tools work for your firm, your way.
Curating an event designed for dialogue
As a firm leader, understanding how to leverage technology is critical for success, but the biggest impact still comes from shared knowledge and experience. AI can’t tell you how another firm successfully transformed its pricing model, built an advisory practice, or navigated a staffing challenge.
To answer these questions at the top of firm leaders’ minds, we created a half-day agenda that provided space to deepen understanding and put learning into practice. This was an event designed for dialogue, featuring peer-led workshops, a fireside chat with Intuit leaders, an interactive gallery walk of Intuit innovations, and a networking happy hour to spark connection and compare notes.
Peer-led workshops
The day kicked off with Carla Caldwell, chief executive officer of Candella Accounting, leading “Rethinking How Your Firm Works: A Practical Design Session for Owners,” which helped firm owners step back from day-to-day operations to ideate their ideal firm, understand and identify bottlenecks, and create a practical roadmap for meaningful change.
Complementing this, Brittany Brown’s “From Metrics to Momentum: How to Measure, Decide, and Scale with Confidence” showed participants how to use data to gain operational visibility that informs confident, data-driven decisions supporting sustainable growth. Together, the sessions provided owners with both the strategic framework to reimagine their firms and the practical tools to turn that vision into measurable progress.
“The content was on point, the motivation was encouraging, and the community was real.” —Marcus Dillon, CPA, Dillon Business Advisors
Fireside chat
Following the workshops, the energy continued to build with an intimate, ambassador-led fireside chat. This wasn’t just a Q&A; it was a powerful, open conversation with Intuit leaders about our shared commitment to the accounting community, the exciting potential of AI to redefine our profession, and our laser focus on building tools that empower firms of all sizes to thrive in this new modern accounting era.
“The energy was a blend of innovation and purpose—with a strong focus on how to adapt and grow as technology reshapes our profession.” —Xin Guo, AHA CPA, P.C.
Interactive Gallery Walk
The Gallery Walk brought it all together where our product teams hosted interactive demo pods. This was a unique chance for attendees to dive deep into solutions designed to supercharge their firms, whether that’s increasing operational capacity, streamlining bottlenecks, or building out their team’s advisory expertise. From Intuit Enterprise Suite and ProConnect Tax, to Intuit Accountant Suite and the ProPartner program, attendees explored these innovations alongside the very people who built them, sparking real-time connection and fresh ideas.
Where connection drives momentum
On the first stop in Atlanta, the energy was electric, with many out-of-towners coming to connect and contribute. In Los Angeles, attendees were poring over their workbooks, leaning into vulnerability as they asked Carla for guidance on turning their biggest goals into actionable reality. In Dallas, Brittany Brown’s workshop was filled with profound “aha” moments, as owners finally gained the clarity they needed to bridge the gaps in their practices. And in Miami, we watched as attendees forged lasting bonds with “accountability partners” to lean on and grow with as they turned these lessons into their new daily standard.
Through it all, Intuit leaders were in the mix, listening to partners’ needs, offering feedback, and gaining valuable insights into how we at Intuit can build better back at the home office.
"[Better Together is] a professional therapy session with your work bestie where you leave feeling a little bit healed.” — Krystal Thompson, Advisors for Change
After four Better Together roadshows, we can confidently say that Better Together goes far beyond a day of product announcements or keynote speakers talking at you. It’s your peers and colleagues finally connecting the dots, and connecting with each other, to develop a roadmap for the unique needs of their firms and the clients they serve.
Co-creating our future
The future we’ve been talking about for so long is here. AI is changing the way we work and changing what our clients expect. Firms need to adapt if they want to thrive. Every firm leader has a choice in how they want to build going forward; Intuit is committed to providing not just the technology, but the space and support to do it.
We went on the road to remind our community and ourselves that behind every firm is a person with a dream, and behind every Intuit product is a person dedicated to helping them reach it.
When we say “Better Together,” we aren’t talking about a product, we’re talking about a shared mission to evolve the profession. Because at the end of the day, the future of accounting won’t be shaped by technology alone, it will be built by the people behind the practices.
And we’re committed to doing it together.
