Financial Cents Brings Back WorkflowCon for 2026 -- Bigger Than Ever and Still Free

This year's theme, "Focus Is the New Flex," reframes what success looks like for small and growing firms. With owners pulled in every direction and pressured to offer more services to more clients, WorkflowCon makes the case for a different approach: deciding what not to do. The program spotlights firm owners who have committed to a single growth lever — a client niche, a service line or a distinct way of working — and held steady everywhere else.

The free, 100% virtual event spans five tracks — Workflow, AI, Client, Revenue and Team — so every member of a firm can find a relevant path. Attendees can join for one day or both, and session recordings are available afterward.

WorkflowCon 2026 features four keynote speakers:

• Ethan Kross, PhD, psychologist and bestselling author of Shift and Chatter, who closes Day 1 with a session on managing emotions under pressure;
• Keila Hill-Trawick, CPA, founder and CEO of Little Fish Accounting, who delivers the opening plenary;
• Jan Haugo, founder of SmartAccountant.ai and co-author of Intuit's AI certification; and
• Nicole Davis, CPA, founder of Conscious Accounting and a Forbes Top 200 CPA.

They are joined by more than 20 firm owners, operators and advisors leading sessions throughout the program.

"WorkflowCon is an opportunity to step away from the day-to-day, learn from other firm owners, and think differently about how you're running your business," said Hill-Trawick.

Highlights from the agenda include candid, practitioner-led sessions such as "Would You Fire This Client?" with Al-Nesha Jones, CPA, and Tony Proctor, EA; "Pricing Is How You Say No" with Logan Graf, CPA; "Attract A-Players in 45 Minutes" with Ryan Lazanis, CPA; "The Minimum Viable Operations Manual" with Justine Lackey; and "Before AI Touches Client Data," a frank look at the questions every tool should answer before being entrusted with sensitive client data. The event opens with a host welcome from Financial Cents CEO Shahram Zarshenas. The full agenda, including Day 2 sessions, will be announced in the coming weeks.

"Running a firm means being pulled in a dozen directions at once, and the pressure to do more of everything never really lets up," said Zarshenas. "WorkflowCon makes the opposite case. The firms we admire most didn't grow by saying yes to everything; they got clear on what mattered and had the discipline to let the rest go. We created these two days so firm owners can step back from the daily grind, learn from peers who've made those calls and leave with a better sense of where to focus."

The event will also crown the winners of the Small & Mighty Awards, which recognize standout accounting, bookkeeping, tax and advisory professionals across the U.S. and Canada in four categories. The four winners — selected from 12 finalists by an independent panel of practitioners — will be revealed live on Day 2.

Registration is free and open now at workflowcon.com.

Firms that want help making the case to a manager can use the conference's ready-made "Convince Your Boss" email template, also available on the site.

About Financial Cents

Financial Cents is a leading practice management platform built to help accounting and bookkeeping firms streamline workflows, improve collaboration and scale without chaos. Thousands of firms across North America rely on Financial Cents to manage their work, clients and teams in one place. It is rated 4.8 out of 5 on Capterra and 4.7 out of 5 on G2. Learn more at financial-cents.com.

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SOURCE Financial Cents