smart business strategist for cpas

GERALDINE CARTER is the founder of She Thinks Big Coaching, where she helps CPAs get out of the accounting rut and create the businesses they want to own. Geraldine enables owners of solo and boutique CPA firms – especially women and women-owned – to work less, make more, and build a new community of CPAs who Want More Out of Life. In her free time, she can be found mountain biking forested trails or running after her two small children in her hometown of Ketchum, ID.

Visit my LinkedIn profile to learn more.



I grew a business from the ground up to 7-figures in six years: I was co-founder and CFO of Climate Ride, where my cashflow forecasting models enabled the nonprofit to raise millions of dollars for climate change efforts.

I solve big problems by breaking them down into manageable steps: My experience as a CFO and then business coach, and background in engineering have made me an expert at understanding and getting the most out of complex systems – like my clients’ businesses.

I ask the right questions in the right way to get the right outcomes:  As an International Coach Federation Associate Certified Coach, I coach to a code of ethics. Add 800+ hours of mindfulness training, and I can help you find deeper insights and act as your catalyst for decisions and making change.

I have been there:
I have felt the frustration of knowing where you are is not where you want to end up. Because knowing what to do isn’t always enough, and it’s even harder to do alone.



The traditional business model for accounting – providing a smorgasbord of services to large numbers of small, low-paying clients – seems tailor-made to exhaust CPAs and under-serve customers. Being a “generalist” accountant is like being a family doctor, but what happens when patients – your clients – needed a cardiologist, pediatric surgeon, or other specialist?

I believe CPAs have they obligation to find their niche if they truly believe in serving clients. This Manifesto encapsulates the insights I’ve gained from working with dozens of large and small clients and can help you rethink the future of your own accounting practice.


“Like her podcast, Geraldine delivers! Since starting my business I’ve been caught in a hamster wheel of compliance work; Geraldine has given me the guidance I needed towards developing an advisory model. Now instead of feeling overwhelmed, caught up in my head and stuck, I am finally making progress to pivot my business into value-based pricing and services.”

Heather Zeitzwolfe, CPA


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Better Pricing Strategies for CPAs.

Fixing how you price is the single fastest change
you can make with the largest impact.

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