Description

Madeline Reeves shares how Advisory Amplified is reimagining accounting conferences with community focus, practical advisory content, and a women-led, inclusive approach.

Summary

Today I’m speaking with Madeline Reeves, Founder & CEO of Fearless Foundry, creator of Advisory Amplified.

In this episode, we talk about . . . Reinventing accounting conferences through a six-city U.S. tour focused on practical advisory content and community building.

• Challenges with traditional conferences and the need for real-world application.
• Advisory vs. CAS: Clarifying the terminology and implementation.
• Empowering women and underrepresented voices in accounting events.
• Localised content and community connection via hometown hosts.
• Practical tools and strategies for implementing advisory services.
• Workbook-based workshops with real, actionable takeaways.
• Partnering only with vendors who deliver educational (not salesey) content.
• Launching a virtual version of Advisory Amplified on November 18.
• Vision for future global expansion and continued grassroots connection.

• Fathom – Financial analysis and management reporting tool for accountants and business owners.
• Ignition – Client engagement and billing platform that automates proposals, contracts, and payments.
• Karbon – Practice management software for accounting firms, streamlining tasks, emails, and workflows.
• Relay – Online business banking designed for accountants and small businesses, with integrated financial controls.
• OnPay – Payroll and HR software for small businesses, handling wages, tax filings, and benefits.
• Fearless Foundry – Creative consulting firm that helps entrepreneurs and organisations with branding, marketing, and strategy.

🧰 Apps & Tools Mentioned:

Avalara, QuickBooks Online Accountant (QBOA), TSheets, Hubdoc,  Abacor, Firm360, Taxfyle

00:00 – Welcome Madeline Reeves: Advisory Amplified rethinks accounting events.
02:05 – From Avalara to Advisory Leader: Madeline’s tech-to-advisory journey.
06:10 – Why Advisory Amplified Exists: Gaps in traditional conferences.
09:30 – Real Talk: Advisory in the US vs. Global: What's missing in America.
13:25 – Designing Inclusive Conferences: Women-led by design, not default.
17:15 – The Power of Representation: All-female AI panel moment in Chicago.
20:40 – Tools Driving the Advisory Shift: What tech supports real advisory?
23:55 – Advisory Tech Stack Talk: Practical sessions with partner input.
27:10 – From Random Acts of Consulting to Service Lines: Productizing advisory.
30:35 – AI + Advisory Integration: Using AI for better client conversations.
34:00 – Hands-On Learning With Workbooks: Goodbye chicken scratch notes.
37:15 – Building Community with Local Flavour: Hometown hosts & local vendors.
41:05 – Sponsors with Substance: No sales pitches—only educational value.
44:25 – The Value of Diverse Perspectives: Unlocking new ideas through inclusion.
47:00 – Advisory Mindsets & Skills: Let go of perfection, focus on listening.
50:15 – Stop Selling, Start Serving: Grow advisory with current clients.
53:10 – Advisory Amplified Goes Virtual: November 18 launch details.
55:30 – Global Ambitions + The Bus Dream: What's next for the conference.
58:00 – Final Thoughts: Building a future-focused, community-powered industry.

Contact details:

Madeline Reeves: https://www.linkedin.com/in/madelinefearless/

Fearless Foundry: https://www.fearlessfoundry.com/

Advisory Amplified: https://www.advisoryamplified.com/ 

Accounting Apps newsletter: http://accountingapps.io/ 

Accounting Apps Mastermind: https://www.facebook.com/groups/XeroMasterMind 

LinkedIn: https://www.linkedin.com/in/HeatherSmithAU/ 

YouTube Channel: https://www.youtube.com/ANISEConsulting 

X: https://twitter.com/HeatherSmithAU