Jake Morris, Partner-in-Charge – Client Accounting & Advisory Services, Whitley Penn

In an interview with Invest:, Jake Morris, partner-in-charge of Client Accounting and Advisory Services (CAAS) at Whitley Penn, discussed the growing demand for advisory services, the role of AI in reshaping accounting, and how firms are evolving to deliver more strategic value. “As AI and automation reshape the industry, our role will increasingly center on advisory, helping clients understand their financial position and achieve their long-term objectives,” Morris said.

How has demand for outsourced accounting and advisory services evolved over the past year, and what are your expectations moving forward?

We have seen strong growth in demand, particularly within advisory services and outsourced accounting, including controllership and CFO support. While traditional CPA services like audit and tax have remained steady across the industry, advisory has expanded quickly.

A major driver of this shift is the evolution of technology and remote work. In the past, companies expected their accounting teams to be physically present, but today’s environment allows firms like ours to provide support across multiple locations seamlessly. That flexibility, combined with changing client expectations, has accelerated the demand for outsourced solutions.

Looking ahead, we expect that trend to continue. Technology will further enable firms to deliver services efficiently, and clients will increasingly look for partners who can provide both operational support and strategic insight.

What differentiates Whitley Penn in a competitive market like Houston?

One of our biggest differentiators is our focus on relationships. We are a middle-market firm, which puts us in a unique position. We are large enough to offer a wide range of industry and service experience, with more than 850 professionals across multiple offices, but still small enough to maintain a high-touch, client-focused approach.

Our Texas roots also matter. We understand the local business environment and the needs of middle-market companies because we operate within that same ecosystem. Clients are not just numbers to us. We prioritize long-term relationships and tailor our services to where they are in their business journey.

At the same time, we have the depth of resources to support complex needs. Whether it is international tax, advisory, or specialized services, we can connect clients with the right experienced professionals across the firm.

What are clients asking for today that they were not a few years ago?

There is a much stronger focus on technology, particularly AI and data analytics. Clients are trying to understand how these tools will impact their businesses and how to prepare for the future.

We have responded by expanding our capabilities, including acquiring a data analytics firm in August 2025 to enhance our reporting and insights. Clients are no longer just looking for historical financials. They want forward-looking guidance and help navigating uncertainty.

Being able to act as a resource and guide through these changes has become a key part of our value proposition.

How are you helping clients move from basic reporting to more strategic decision-making?

Historically, much of our work was transactional, handling bookkeeping, closing processes, and reporting. That is changing. As AI automates many of those functions, our role is shifting toward analysis and storytelling.

We are helping clients interpret their financial data, understand what it means for their business, and make informed decisions. Instead of focusing primarily on producing reports, we are focusing on explaining what those numbers indicate and how they align with a company’s goals.

Over time, the balance has flipped. What used to be mostly transactional work is becoming predominantly advisory.

What are the main concerns clients have today?

Talent remains a major concern. The accounting profession has faced a shortage of qualified professionals, making it difficult for companies to build internal teams.

That challenge has driven interest in outsourced solutions. By working with a firm like ours, clients can access a full team without dealing with hiring, onboarding, and retention challenges.

At the same time, broader economic and geopolitical uncertainty continues to influence decision-making. Clients are looking for stability and guidance as they navigate these factors.

Which industries are driving growth in Houston?

Energy continues to be a major driver. Houston’s proximity to energy production and related services means that activity in that sector has a significant impact on the local economy. Global volatility often benefits the region, as it increases demand for domestic energy production.

Healthcare is another key growth area, particularly with the strength of the Texas Medical Center and ongoing investment in biotech and research.

Additionally, there is increasing momentum in aerospace and space-related industries. With NASA and related contractors in the region, Houston is playing a central role in the next phase of space exploration.

How is Houston’s growth influencing client needs?

As companies grow, their needs become more complex. Many of our clients come to us during periods of transition, whether they are scaling operations, undergoing leadership changes, or outgrowing their current service providers.

Growth creates opportunities but also requires additional support, particularly in finance and accounting. Companies need more sophisticated reporting, better forecasting, and stronger financial oversight.

That is where Whitley Penn’s team comes in, providing the additional capacity and knowledge needed to support that growth.

How is Whitley Penn leveraging technology to improve its services?

Technology plays a key role in helping us deliver high-quality service efficiently. As a CPA firm, we operate in a competitive environment, so providing value at the right price is essential.

We are continuously evaluating and adopting new technologies that allow us to streamline processes and enhance our offerings. AI, in particular, is expected to significantly reshape the industry over the next few years.

Rather than replacing accountants, we see AI as a tool that enhances what we do. Those who can effectively use the tool will be better positioned to serve clients and lead the industry forward.

How is the workforce evolving, and how are you attracting talent?

The talent landscape is improving, with more accounting students entering the workforce, but competition remains strong. Recruiting is highly competitive, particularly across Texas.

We differentiate ourselves through our culture. As a Texas-based firm, our values resonate with many candidates, and we emphasize a collaborative, supportive environment.

We also have a relatively young partner group, which contributes to a dynamic and engaging workplace. Maintaining a balance between professional responsibilities and personal life is important to us, and we strive to create an environment where employees can succeed in both areas.

In addition, we have expanded our talent strategy by building global workforce teams. This provides additional flexibility and helps us meet client demands more effectively.

What are your top priorities over the next two to three years?

Our primary focus is continuing to strengthen client relationships. In a commoditized industry, relationships are a key differentiator.

We also want to continue evolving our services to align with technological changes. As AI and automation reshape the industry, our role will increasingly center on advisory, helping clients understand their financial position and achieve their long-term objectives.

Ultimately, our goal is to remain a trusted partner to our clients, providing both the technical expertise and strategic insight they need to succeed.