What does it take to lead one of the largest state CPA societies through one of the most transformative periods in the profession’s history? In this episode, Ron and Ed welcome Denise Froemming, President and CEO of CalCPA, for a wide-ranging conversation about the future of accounting, professional associations, and leadership in an era defined by AI and rapid change.
Drawing on her experience leading major professional organizations, Denise shares how CalCPA is reimagining its role—from serving members to building a vibrant professional community that helps CPAs thrive amid shifting business models, changing talent expectations, and emerging technologies. The discussion explores the profession’s pipeline challenge, the evolving value of the CPA credential, the importance of authentic leadership, and why curiosity and adaptability are becoming the defining traits of successful professionals.
Whether you’re a CPA, firm leader, educator, or simply interested in how professions reinvent themselves, this conversation offers practical insights into leading through change while keeping people at the center.
About Denise Froemming
Denise Froemming, CPA, CAE, MBA, is President and CEO of CalCPA and the CalCPA Education Foundation. An accomplished association executive, she previously served as CEO of the Institute of Real Estate Management (IREM) and held executive leadership roles at the American Health Information Management Association (AHIMA). Denise is recognized for driving organizational transformation, fostering inclusive cultures, and advancing innovation to help the accounting profession thrive in a rapidly changing world.
SHOW NOTES
Segment one
“It’s so important for us as CPAs to understand where our clients are and where they are going, to be able to help with foresight for that.” —Denise Froemming of CalCPA
“If you’re moving slower than the market, you’re not going to be relevant going forward.” —Denise Froemming of CalCPA
Love this: “Making Sense of What Comes Next” https://www.calcpa.org/whats-happening/cpas-making-sense-of-what-comes-next
“The CPA's AI Checklist: What to Ask Before You Deploy” https://www.calcpa.org/whats-happening/california-cpa-magazine/the-cpa-s-ai-checklist-what-to-ask-before-you-deploy
Segment two
“I would say to all the young professionals out there, lean in and be curious because you just never know what might happen.” —Denise Froemming of CalCPA
What is top of mind for accounting firms based on recent CalCPA conversations? Service models, talent, how we show up holistically, and how we can help others
CalCPA has academic scholarships available. Here is the link: https://www.calcpa.org/membership/chapters/chapter-scholarship-information
In partnership with the Alliance of Black Women Accountants, CalCPA offers empowerment grants https://www.calcpa.org/donate/empowerment-grant
Segment three
The CalCPA Connect app is the official mobile app for members of the California Society of CPAs. Here is the app link: https://apps.apple.com/us/app/calcpa-connect/id6760369220
Stay tuned for more information on CalCPA’s Next Page, a book club for the industry!
It’s so refreshing to hear someone in Denise’s role talk about how to advocate for the industry and educate those in the community. “Impact” is the key word for CalCPA.
The CalCPA Youtube channel referenced by Ron today: https://www.youtube.com/calcpa
Segment four
Ed mentioned this at the top of segment four during the show today. If you are in California, please consider joining CalCPA at this link: https://account.calcpa.org/join
“Key Political and Policy Trends Taking Shape” from CalCPA https://www.calcpa.org/whats-happening/california-cpa-magazine/key-political-and-policy-trends-taking-shape
A big THANK YOU to Denise Froemming for joining us today! CalCPA is doing great work for the accounting industry, specifically in California. Check out their work at this link: https://www.calcpa.org/
Bonus Content is Available As Well
Did you know that each week after our live show, Ron and Ed take to the microphone for a bonus show? Typically, this bonus show is an extension of the live show topic (sometimes even with the same guest) and a few other pieces of news, current events, or things that have caught our attention.
Click the “FANATIC” image to learn more about pricing and member benefits.