With Will Lopez

Randy Crabtree gets together with Will Lopez of Gusto on Episode 134 of The Unique CPA to talk about innovation in the accounting profession. Will shares his entrepreneurial journey from running his own practice to developing People Advisory as a service offering for accountants at Gusto. He explains the structured approach firms can take to modernizing by constantly experimenting and keeping services fresh, provides insights into the talent crisis in accounting, and how that crisis can be met by attracting new professionals with interesting, cutting edge offerings like People Advisory. His insights are rich for firms looking to enhance their value and stay competitive.

Important Links

Gusto Academy

Will Lopez on LinkedIn

Will Lopez on Twitter

About the Guest

Will Lopez is the Head of Mission (Chief Ambassador) for accountant partner empowerment at Gusto. As a technology advocate, he utilizes the transformative power of automation and digital tools, unlocking technology’s potential to revolutionize industries and make people’s lives easier and more efficient. 

His work through Gusto centers around ensuring that technology enhances, rather than replaces, human skills and knowledge. While software can automate routine tasks and increase accuracy, it cannot replace a human advisor’s financial acumen, critical thinking, and trusted counsel. Will advocates for the responsible use of technology, which is used to empower employees and support businesses, rather than eroding trust or making jobs harder.

Will previously founded Advisorfi in 2013 after starting his accounting career as a corporate controller and as an auditor for a local firm in Florida.

Meet the Host

Randy Crabtree, CPA


Randy Crabtree

Randy Crabtree, co-founder and partner of Tri-Merit Specialty Tax Professionals, is a widely followed author, lecturer and podcast host for the accounting profession.

Since 2019, he has hosted the “The Unique CPA,” podcast, which ranks among the world’s 5% most popular programs (Source: Listen Score). You can find articles from Randy in Accounting Today’s Voices column, the AICPA Tax Adviser (Tax-saving opportunities for the housing and construction industries) and he is a regular presenter at conferences and virtual training events hosted by CPAmerica, Prime Global, Leading Edge Alliance (LEA), Allinial Global and several state CPA societies. Crabtree also provides continuing professional education to top 100 CPA firms across the country.

Schaumburg, Illinois-based Tri-Merit is a niche professional services firm that specializes in helping CPAs and their clients benefit from R&D tax credits, cost segregation, the energy efficient commercial buildings deduction (179D), the energy efficient home credit (45L) and the employee retention credit (ERC).

Prior to joining Tri-Merit, Crabtree was managing partner of a CPA firm in the greater Chicago area. He has more than 30 years of public accounting and tax consulting experience in a wide variety of industries, and has worked closely with top executives to help them optimize their tax planning strategies.