When running a business, financial clarity often feels like an elusive goal. Many entrepreneurs get into business out of passion, only to find themselves overwhelmed by tax compliance, journal entries, and financial strategy.
Scale You Podcast host, Le-an Lai Lacaba, and co-founder of an Executive Assistant Agency 2xYou, sat down with Jeffrey Levell, founder and owner of the Seattle-based CPA firm Count On That. Moving from healthcare finance leadership to scaling a remote firm from the Philippines, Jeff shared his journey, his unique approach to client mentorship, and why he embraces AI in accounting rather than fearing it.
From Corporate Healthcare Manager to Small Business CPA
Jeff Levell’s path to entrepreneurship was anything but traditional. With a strong background in healthcare finance in Michigan and Seattle, Jeff initially aimed to become a healthcare system CFO and international consultant. However, corporate bureaucracy—marked by endless meetings and slow decision-making—led him to re-evaluate his career trajectory.
“I never thought about doing it at all… what started it was this voice in my head that just kept saying, ‘Count on that.' Then I met a small business owner complaining about everything he had to do, and I thought, ‘Maybe I’ll start a firm up and support him.'” — Jeff Levell
Despite being a professional finance manager, running a small business tax and bookkeeping firm presented a massive learning curve. Renting space next to Seattle CPA mentor Curtis Erickson, Jeff mastered small business accounting, launching Count On That (version 1.0) and steadily growing it into a full-scale operation.
The Growth Humps Every Business Owner Must Cross
Scaling a business isn't a straight line; it consists of distinct milestones or “humps” that force entrepreneurs to adapt and evolve:
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CO2 1.0 (The Solo Phase): Mastering core services, precision, and building foundational client relationships.
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CO2 2.0 (Hiring the First Employee): Learning how to delegate, train, and manage effectively.
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Scaling Beyond: Transitioning from simple service delivery to integrated operations, advanced tech stacks, and team culture.
Jeff notes that many business owners hit a wall when hiring their first few employees. Bad early experiences often push founders back into doing all the manual work themselves. Overcoming these humps requires a willingness to fail, continuously learn, and embrace new operational challenges.
Redefining CPA Culture: From Intimidating Desks to Open Collaboration
Traditional accounting firms often rely on rigid, intimidating environments—heavy mahogany desks and shelves loaded with tax books—which can leave clients feeling self-conscious about their financial disorganization.
Jeff took a radically different approach with Count On That:
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Welcoming Environment: Designing modern, collaborative, marketing-firm-style workspaces.
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Relatability & Empathy: Meeting clients where they are without judgment or condescension.
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Strategic Partnerships: Handling complex numbers so entrepreneurs can focus entirely on operations, product development, and customer experience.
By shifting from a transactional service model to a supportive partnership, Jeff and his team have helped over 800 business owners scale, navigate financial bumps, and execute successful business exits.
Embracing AI in Accounting: Why Technology Creates Opportunities
With rapid advancements in artificial intelligence, many professionals worry about job displacement. However, having navigated major technological shifts throughout his career, Jeff sees AI as a catalyst for productivity rather than a threat.
Why AI is Transforming the CPA Industry:
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Automating Routine Tasks: AI handles repetitive data entry, bookkeeping routines, and basic inquiries.
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Elevating Strategic Focus: Accounting teams can dedicate more time to high-level financial strategy, forecasting, and problem-solving.
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Creating Higher-Value Jobs: Technology drives efficiency, which opens doors to broader business opportunities and specialized advisory roles.
“Do you feel that breath down your neck? That’s AI breathing on your neck. You better start developing and learning this tool because otherwise, you’re going to be left behind.” — Jeff Levell
Rather than replacing humans, AI rewards professionals who actively adapt, learn, and use tech tools to deliver greater value to their clients.
Perspective on Impact and Community
Now operating remotely while developing a beach property in San Remigio, Cebu, Philippines, Jeff’s philosophy centers on quiet, practical support over performative grand gestures. Whether hosting over a hundred community members following local earthquakes or providing guidance that helps a young entrepreneur grow into a multi-millionaire, Jeff believes true business impact comes from helping people in tangible, everyday ways.
Watch the full episode here.
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