Spotlight On: Bob Herbst, Partner-in-Charge of the San Antonio office, Whitley Penn
April 2025 — Lowering the requirement from a five-year to a four-year degree to become a CPA could be a significant step toward addressing the talent shortage in the accounting field. “That kind of change would significantly increase the pool of talent, and likely quite quickly,” said Bob Herbst, partner-in-charge of the San Antonio office at Whitley Penn, in an interview with Invest:.
What makes San Antonio an ideal location for Whitley Penn?
San Antonio has always had its own unique identity, distinct from markets like Dallas or Houston. Our economy has long been rooted in the military sector, and over time, major companies like Toyota and Boeing, along with a range of supporting industries, have established a strong presence here. That’s driven much of our economic growth and expansion. In addition, the influx of people moving not just to San Antonio but to surrounding areas like Seguin, New Braunfels, and Boerne has fueled rapid development. These communities have seen booming school districts and a rise in support businesses catering to the growing population.
To what extent is the proximity to Mexico a driver for your business?
We already serve several clients in Mexico out of our San Antonio office, and the city is ideally positioned for cross-border business activity. San Antonio has become a strategic hub in Texas for international commerce, and we see strong growth potential in that space. Our firm is now well-positioned in San Antonio — not just as a local player, but as a large, statewide Texas firm. We offer a full range of technical knowledge and experience, from audit, tax, consulting, and to an expanding Client Accounting & Advisory Services (CAAS) department. We provide comprehensive support for businesses, from startup to succession, covering everything they need to operate efficiently. Beyond business services, we assist with personal financial planning, investments and estate consulting and more. Whatever the need, we either have the resources in-house or can connect clients with trusted partners who do.
Which specific sectors are experiencing the highest demand recently?
Our back-office support services have seen significant growth, especially in areas related to investments. We’ve also made substantial investments in cybersecurity and digital solutions to better support our clients as we continue to embrace technology. One of our key focuses has been helping businesses access real-time, up-to-date data to run their operations more effectively.
Right now, we’re emphasizing to our clients how critical it is to have daily visibility in their business performance. Through our data analytics services we’ve developed over the past few years, we’re able to provide timely insights that empower better decision-making. We’re actively exploring Artificial Intelligence as it may be the next major advancement for us to help enhance the efficiency of our service delivery.
To what extent is outsourcing a big trend in your business?
When it comes to outsourcing at Whitley Penn, we’re utilizing international resources to help us complete our work efficiently. For example, we have a substantial, well-organized team based in the Philippines that supports various departments across the firm. This global talent strategy is part of how we continue to meet demand in an industry where finding skilled professionals remains a constant challenge. Additionally, we offer outsourced CFO-level services through our Client Accounting & Advisory Services (CAAS) division. By leveraging our global workforce, we’re able to enhance the capabilities of our onshore teams and deliver more strategic value to our clients, helping them grow and reach the next level.
What is your assessment of the labor pool in San Antonio?
Finding experienced professionals continues to be a challenge as they’re in really short supply. However, I’m starting to see some signs of improvement, with more movement happening in the industry. I believe upcoming legislative changes in Texas could help, particularly around the CPA requirements. There’s talk of reducing the current five-year education requirement, which has been a financial burden for many students, and returning to a model where a four-year degree combined with on-the-job experience under a licensed CPA is sufficient for certification. That kind of change would significantly increase the pool of talent, and likely quite quickly. When the shift to the 150-hour rule happened, we experienced a two-year gap where new graduates were scarce. If the proposed changes pass, I expect it to have a real impact. While there’s talk of pushing the effective date to late 2026, I hope it takes effect sooner.
As an industry, we also need to get back into the schools starting as early as high school to raise awareness and interest in accounting as a career. Reintroducing accounting-related classes in high school could help build a stronger pipeline of future professionals. This is a national issue that needs attention.
Are there changes in policy or in regulations that you’re keeping an eye on?
This year is shaping up to be a significant one, especially with tax legislation on the horizon. We’re expecting at least one major tax bill – possibly even two or three. There’s a lot of anticipation around what will ultimately make it through, given how much has been promised. From a practical standpoint, I’m skeptical that everything can be passed, especially with the current budget constraints. We’ll have to wait and see what gets approved in the coming months. The most impactful development will likely be the tax bill for 2025 and what form that ultimately takes.
What are your priorities for the next two to three years?
Our top priority over the next few years is to continue to raise awareness of the Whitley Penn brand in the San Antonio market. I’m also actively involved with Vistage International, where I’ve been engaged for the past 12 years. It’s an organization comprising CEO peer groups, and we have an executive summit coming up next month. We’re aiming to increase Whitley Penn’s visibility at that event by introducing attendees to who we are and the value we can bring to their businesses.
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