CalCPA and Truewind: Partnering to Support the Accounting Community

AI is everywhere, but in accounting, progress isn’t just about having the technology—it’s about using it effectively.

At CalCPA’s Winter Council Meeting, that idea was front and center. As a sponsor of this year’s event, we spoke with firms about how they’re approaching AI, where they see the biggest opportunities, and what challenges still need to be solved.

In this article, we explore why community is a cornerstone of accounting, key insights from our discussions, and how we’re helping firms make the most of AI.

Why Community Matters in Accounting

Accounting is built on relationships. Whether it’s staying ahead of regulatory changes, refining best practices, or figuring out how to integrate new technologies, firms benefit most when they can learn from one another.

That kind of knowledge-sharing has always mattered, but as AI continues to reshape accounting, it’s become even more critical. Nowadays, firms aren’t just looking for better software. They want to hear how others are implementing it, what’s working, and what to avoid. Ultimately, they’re hoping to connect with peers who’ve already tested the waters, and are navigating the same challenges.

For accountants, groups like CalCPA help facilitate those conversations. They provide spaces where industry professionals can exchange insights, compare strategies, and refine their approach to everything from compliance to technology adoption.

Our team with Natalie Quan, VP and CFO of CalCPA. (Image courtesy of CalCPA)

How Truewind Supports the Accounting Community

At Truewind, we build AI-powered accounting tools, and help firms integrate them as well. By staying connected with the accounting community, we’re able to design solutions that are practical, useful, and easy to deploy.

Specifically, we do this by:

• Partnering with firms through industry events, discussions, and direct collaboration

• Understanding the challenges accountants face and creating tools that fit naturally into their workflows

• Developing solutions that reduce repetitive tasks, improve accuracy, save time, and provide accountants with the latest in AI

• Writing thought leadership on AI strategies to help firms and internal accounting teams 

• Building a network of firms that are using AI, and helping them exchange insights and best practices  

In the end, it all boils down to one principle: AI isn’t the star of the show—accountants are. Our job is to listen, learn, and deliver solutions that firms and their clients can count on.  

Our CEO, Alex Lee, with Denise Bethel, Senior Director of Business Development and Partnerships for CalCPA. (Image courtesy of CalCPA)

Highlights from CalCPA’s Winter Council Meeting

Earlier this month, we sponsored and participated in CalCPA’s Winter Council Meeting, where firm leaders and industry experts gathered to discuss the most pressing issues in accounting. A key takeaway from this year’s event: the conversation around AI has shifted.

Firms are no longer debating whether they should use AI. Instead, they’re focused on implementing it effectively, and maximizing the tech’s value.   

Our CEO, Alex Lee, spoke about this in his session, “The Limits of AI: What AI Can and Cannot Do in Accounting.” The discussion focused on practical ways that firms are already using AI, including:

• Automating transaction matching to reduce manual bookkeeping

• Improving accuracy in expense categorization

• Analyzing lease agreements and sales contracts more efficiently

• Streamlining workflows in QuickBooks and other accounting software

Beyond specific tools, the session also touched on broader industry trends shaping AI adoption, including:

• Using AI to improve capacity planning and make workflows more predictable

• Shifting the role of staff accountants to focus more on advisory work

• Reducing hours spent on manual data entry so that firms can dedicate more time to financial analysis and client services

Also, at our booth, we heard from accountants about their experiences with integrating AI, obstacles they’ve faced, and what they’ve learned along the way. Conversations like these reinforce the fact that AI adoption isn’t just about the technology itself—it’s also about strategy, execution, and real-world application.

Final Thoughts

For us, CalCPA’s Winter Council Meeting was another reminder that the best ideas in accounting don’t emerge in isolation. They come from open discussions, shared experiences, and the ability to challenge assumptions.

A big thank you to Denise LeDuc Froemming, Natalie Quan, Denise Bethel, and the entire CalCPA team for hosting such a great event. And to everyone who joined our session or stopped by our booth, we appreciate the conversations and look forward to continuing them.

As we move ahead, we’ll stay focused on partnering with accounting leaders, educators, and firm decision-makers to ensure that AI is implemented in ways that truly benefit the profession. If you’re thinking about where AI fits into your team’s workflow, we’d love to talk. The conversation around AI is just getting started, and we’re here to help firms navigate it with confidence.

Interested in learning more about Truewind and our AI-powered solutions? Chat with our team to get started.