Virtual Rolodex with Loren Fogelman, Founder & CEO Business Success Solution

Why Charging by the Hour May Be Holding Your Firm Back

Episode Summary

In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Loren Fogelman, business coach and former sports psychologist, to discuss one of the biggest mindset shifts facing accounting professionals today: moving from hourly pricing to value-based pricing.

Loren shares how many CPAs and firm owners unintentionally undervalue themselves because they were trained to connect compensation directly to time. As technology and AI continue transforming the profession, she explains why firms must rethink how they communicate value, price services, and attract high-quality clients.

The conversation explores practical strategies for building sustainable firms, raising rates with confidence, creating better client relationships, and designing businesses that support both profitability and personal well-being.

Whether you're a solo practitioner, firm owner, or accounting professional considering your next stage of growth, this episode provides actionable insight into building a business model that reflects the true value you deliver.

What You’ll Learn

• Why hourly pricing no longer aligns with today’s technology-driven accounting profession

• The difference between what firms value versus what clients actually value

• How to identify and attract higher-quality clients

• Why packaging services creates stronger client outcomes and pricing flexibility

• The “Good, Better, Best” strategy for raising rates gradually and confidently