Accountability Services

What Accountability Services does

Accountability Services, operating under the legal entity Proactive Advisory Group, is a privately-held professional services firm founded in 2001 that provides integrated accounting, tax planning, business advisory, and wealth management services. The firm serves small-to-mid-sized businesses (primary segment) and individual/personal clients (secondary segment) seeking coordinated financial guidance across multiple disciplines. Its core service lines are bookkeeping and fractional CFO services, multi-year tax planning and preparation, business advisory, and wealth management (investment strategy, retirement, risk management, legacy planning). The firm differentiates by offering these disciplines under a single coordinated engagement model rather than as standalone services.

The firm operates four regional offices across Missouri, Illinois, and Arkansas — Lake St Louis (regional headquarters), O'Fallon, Springfield, and Fayetteville/Bentonville — and employs 11-50 professionals. Service delivery combines in-person consultations at regional offices with a self-service Client Portal for secure document access. The GTM motion is consultative and sales-led, with discovery meetings and direct advisor engagement; pricing is not publicly disclosed and is quoted case-by-case based on engagement scope. Revenue is generated primarily through recurring professional engagements (bookkeeping, fractional CFO, advisory, wealth management subscriptions) supplemented by annual tax preparation work.

The technology stack consists of standard third-party accounting, tax, and wealth management software tools. No proprietary technology platform, API, integrations, or AI/ML capabilities were disclosed. Leadership consists of founders Elizabeth Mance and Bettie Mader. The firm has not raised outside funding, has no disclosed M&A activity, and operates entirely within the U.S. Midwest and Arkansas region.

Name

Accountability Services

Legal name

Proactive Advisory Group

Website

https://accountabilityservices.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Accountability Services (Proactive Advisory Group) is a privately-held professional services firm providing integrated accounting, tax planning, advisory, and wealth management services to small-to-mid-sized businesses and individuals across four offices in Missouri, Illinois, and Arkansas.

Ownership category

akta.pro rank

Product category

Professional Accounting, Tax & Wealth Advisory Services

NAICS

Offices of Certified Public Accountants (541211), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Financial Reporting & Technical Accounting Advisory (GAAP/IFRS) (BPAHABAF)

akta.pro secondary industries

Fee-Based Advisory (FSAEAAAM), Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting) (BPAAAGAJ)

Keywords

• Accounting services
• Tax planning
• Wealth management
• Business advisory
• Fractional CFO services

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Tax Preparation Services: Business and individual tax preparation services. One-time engagement per tax year with recurring annual relationships.
2. Accounting and Bookkeeping Services: Ongoing bookkeeping, accounting, and financial reporting services typically billed on recurring basis.
3. Advisory Services: Business advisory and fractional CFO services, wealth management, and strategic financial planning engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Accountability Services (operating as Proactive Advisory Group) provides accounting and bookkeeping, tax planning and preparation, business advisory including fractional CFO services, and wealth management for small to mid-sized businesses and individuals. The firm integrates these four disciplines into coordinated, forward-looking financial guidance delivered through four regional offices in Missouri, Illinois, and Arkansas, supported by an online client portal.

Product overview

Proactive Advisory Group (operating as Accountability Services) is an accounting, tax planning, and wealth advisory firm offering four integrated core service lines: Accounting Services (bookkeeping, compliance, business advisory, fractional CFO), Tax Planning & Preparation (business/individual preparation, multi-year strategy), Advisory Services (coordinated financial guidance), and Wealth Management (investment strategy, retirement, risk, legacy planning). The firm also provides clients with a self-service Client Portal for secure access to their accounts. These services are designed to work together holistically, enabling coordinated financial guidance across accounting, tax, and wealth disciplines.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• FORVIS: Top-10 US CPA and advisory firm (formed via BKD + Dixon Hughes Goodman merger) with full tax, accounting, and advisory capabilities. Comparable service mix at meaningfully larger scale.
• CliftonLarsonAllen (CLA): Top-10 US accounting and advisory firm offering tax, accounting, advisory, and wealth services nationally. Comparable on service mix; larger scale creates competitive and roll-up pressure on Accountability Services.
• Eide Bailly: Top-20 US accounting firm providing tax, audit, advisory, and wealth services to businesses and individuals. Comparable offerings with broader geographic reach.
• RSM US: Top-10 global audit, tax, and consulting firm serving middle-market businesses in the US. Comparable on integrated advisory/tax/accounting positioning for SMB-to-mid-market clients, with broader specialty bench.

Direct peers

• Anders CPAs + Advisors: Midwest-based full-service CPA and advisory firm offering accounting, tax, wealth, and advisory services to businesses and individuals. Direct comparable on multi-discipline offering, regional footprint, and target client profile (small-mid businesses + individuals).
• Brown Smith Wallace: St. Louis-headquartered CPA and advisory firm serving closely held businesses and individuals with integrated tax, accounting, and advisory services. Direct regional competitor to Accountability Services' flagship Lake St Louis office.
• MarksNelson: Kansas City-based CPA and advisory firm offering accounting, tax, wealth management, and business advisory to Midwest businesses and individuals. Comparable regional mid-market peer.
• Kemper CPA Group: Illinois-headquartered regional CPA firm providing accounting, tax, and advisory services to small-mid businesses and individuals. Directly comparable on geography (IL/MO) and service mix.
• KerberRose: Midwest-based accounting, tax, and advisory firm serving small-mid businesses and individuals. Comparable size, regional footprint, and integrated service offering to Accountability Services.

Emerging players

• Pilot.com: Tech-enabled bookkeeping, tax, and CFO services for startups and small businesses. Represents the digital-first disruption thesis that bears on labor-heavy incumbent accounting firms like Accountability Services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/accountability-services-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Accountability Services