Accounting Practice Brokerage: Why Most Great Firms Never Get Listed for Sale

When an accounting firm owner starts thinking about selling their practice, one of the first questions is whether to engage a practice broker. On the surface, it seems like a logical step—brokers advertise listings, connect buyers and sellers, and negotiate deals. Yet if you study the marketplace carefully, you’ll notice something interesting: many of the most desirable CPA and accounting practices are never listed publicly for sale with a broker.  

Why? Let’s dig into the realities behind the scenes.

1. Confidentiality is Paramount

For firm owners, the thought of clients or staff discovering that the practice is “on the market” is unsettling.

• Clients may worry about continuity.

• Staff may panic and start job hunting.

• Referral partners may hesitate to send work.

Because of this, many great firms avoid public listings and instead pursue quiet, confidential conversations with larger, strategic buyers.

2. The Best Buyers Already Have Relationships

High-quality accounting firms often already have connections with:

• Regional CPA Firms or larger firms in town

• Peer networks and niche groups.

When it’s time to sell, these relationships become the natural first call. Sellers prefer to work directly with a trusted buyer rather than fielding dozens of inquiries from strangers.

3. Strong Firms Command Buyers, Not Brokers

A well-run accounting practice with steady recurring revenue, modern systems, and loyal staff doesn’t need a broker to “find” buyers. Strategic acquirers actively seek these firms and are willing to pay a premium to secure them. In many cases, buyers court these practices years before an owner is even ready to sell.  These courtships go on for many years.  

4. Broker Listings Attract Bargain Hunters

Public listings tend to attract a wide range of buyers, including individuals looking for a “deal.” For accounting firm owners who have spent decades building a high-value practice, the last thing they want is to be treated like a commodity or to haggle with undercapitalized buyers. Direct, targeted negotiations usually produce better cultural fit and financial terms.

5. Transitions Require More Than Just a Buyer

A sale isn’t just about closing a deal—it’s about protecting client relationships, retaining staff, and safeguarding the firm’s legacy. Experienced owners know that these goals are best achieved by hand-picking a successor, not by relying on a broker’s mailing list.

When Brokers Do Make Sense

That said, accounting practice brokers can still provide value in certain situations:

• Smaller practices that need wide exposure to find a first-time buyer.

• Sellers without a natural network of potential acquirers.

• Owners who want professional help structuring terms and valuing the practice.

For accounting firms that are less attractive, brokers can help them stand out to interested buyers.

The Bottom Line

The reason most great accounting practices are never listed with a broker is simple: they don’t have to be. Strong practices are in demand, and they have the leverage to choose their buyer quietly, selectively, and on their own terms.

If you’re a accounting practice owner considering an eventual sale, the lesson is clear:

• Build a valuable, well-run firm.

• Invest in client retention, staff development, and technology.

• Cultivate relationships within your professional network.  Especially larger firms.  

Do those things, and when the time comes, the right buyer will likely find you—long before you ever need a broker’s listing.