Lea Graf, President, Sterling Tax & Accounting
Invest: sat down with Lea Graf, president of Sterling Tax & Accounting, to discuss Sterling’s recent achievements, industry trends, and the challenges faced by the accounting industry, highlighting the firm’s commitment to delivering exceptional client service.
Reflecting on the past 12 months, what have been the significant achievements or milestones for Sterling in the Tampa Bay area?
While we aren’t specifically located in Tampa, we work with clients throughout Florida. Accounting services today are very much cloud-based, which allows us to serve clients remotely, regardless of their location. That said, the majority of our clients are based here in Florida.
One of our proudest accomplishments is being voted the top CPA firm in Sarasota for both 2023 and 2024 by readers of SRQ Magazine. This recognition is particularly meaningful to us because it reflects the trust and satisfaction of our clients and the local community.
We are also deeply committed to community involvement. From engaging with the chamber of commerce to connecting with new business owners, we prioritize being an active part of the local economy. Beyond that, we’ve been steadily scaling as a firm, growing our client base, increasing our staff, and building a reputation as a trusted partner in the region. We’re focusing on sustainable growth, month after month, as we aim to become an even larger and more impactful firm.
Florida has no shortage of excellent CPA firms. What do you believe sets Sterling apart in such a competitive market?
The credit goes to our team and the way we approach client service. There are thousands of accounting firms out there that can prepare tax returns or manage bookkeeping, but we go beyond the basics to deliver exceptional, high-quality service.
We prioritize accuracy and attention to detail, ensuring that our clients aren’t just getting a service, they’re gaining a trusted partner. For us, it’s not about just crunching numbers behind closed doors. We actively engage with our clients, ensuring they understand their financial situation and feel empowered to make informed decisions.
Our team also truly sets us apart. We frequently receive feedback about how friendly and approachable everyone at Sterling is. The ability of our staff to explain complex tax and accounting concepts in simple, understandable terms is something clients genuinely appreciate. It’s that combination of technical expertise and a personalized human touch that really makes the difference.
Which services have been in the highest demand from clients?
While we continue to offer core services like tax preparation and bookkeeping, clients are increasingly looking for services that provide real, tangible value.
For instance, tax planning has been in very high demand. Unlike standard tax preparation, which is reactive, tax planning takes a proactive approach, helping clients reduce their tax liabilities before filing season even begins. Clients appreciate the opportunity to save money, and it’s one of the ways we can make a significant impact on their bottom line.
Another area that’s growing in demand is fractional CFO services.
Businesses are looking for strategic financial guidance to navigate growth, manage cash flow, and make informed decisions. These services go beyond compliance and bookkeeping, they provide the insights and strategies businesses need to thrive.
Given how the industry is evolving, have you noticed any broader trends or shifts?
One major trend we’re closely watching is the integration of artificial intelligence. It’s revolutionizing the industry in many ways. Since founding Sterling, I’ve always prioritized adopting the latest technology. We were early adopters of cloud-based systems, and now many of those systems, like QuickBooks and our workflow and tax software, are incorporating AI.
AI has the potential to make our work more efficient by automating repetitive tasks, allowing us to focus on higher-value activities for our clients. However, it’s essential to use AI intelligently. While it can save time, it can also lead to errors if relied upon blindly. That’s why we combine AI tools with our team’s expertise and judgment.
Our approach is to embrace these advancements thoughtfully, ensuring they enhance our capabilities rather than replace the personalized service that clients value.
How do you think cuts in interest rates will impact the broader business environment and, specifically, your clients?
Lower interest rates are certainly a positive step and can encourage businesses to invest and borrow. That said, rates are still relatively high compared to historic lows, so I don’t think we’ll see an immediate, dramatic shift. Businesses may take a more cautious approach until rates decrease further or stabilize at a lower level.
From our clients’ perspective, the impact will vary depending on their industries and specific financial situations. For some, it may open up new opportunities for investment, while others might not feel a significant difference just yet. We’ll be monitoring the situation closely to help our clients adapt to these changes.
What are the biggest challenges facing the accounting industry today?
The most significant challenge in our industry right now is staffing. Fewer people are entering the accounting profession, and it’s becoming harder to find skilled professionals who want to commit to the demands of the field.
This shortage has ripple effects. It’s not just about hiring, it impacts the quality of service firms can provide. Unfortunately, we’ve seen some firms lower their standards or struggle to keep up with client needs due to understaffing.
At Sterling, we’re determined to buck this trend. We’re committed to maintaining our high standards, even if it means working harder to attract and retain top talent. Our clients trust us to deliver consistent, high-quality service, and we take that responsibility seriously.
How is Sterling addressing workforce challenges internally, particularly in terms of attracting and retaining skilled professionals?
When I started Sterling, I was determined to create a workplace that broke away from the traditional CPA firm model. I didn’t want my team working 70–80-hour weeks during tax season or feeling burnt out.
Instead, we’ve built a culture that emphasizes collaboration, respect, and balance. Open communication is one of our core values, and we prioritize creating an environment where team members feel supported. There’s no judgment here, only encouragement to ask questions, learn, and grow.
This culture not only makes Sterling a great place to work but also helps us attract and retain talented individuals. Happy employees mean happy clients, and that’s the foundation of our success.
Looking ahead to the next two to three years, what are Sterling’s main goals?
In the next few years, I hope to see Sterling double in size, both in terms of revenue and team members. Right now, we’re a team of about 15, and we’re working hard on outreach and marketing to sustain our growth.
Beyond growth, my goal is to continue delivering the same high-quality, personalized service that has set us apart. Success for us isn’t just about numbers, it’s about maintaining our culture, keeping our team happy, and ensuring our clients feel valued every step of the way.
