How to Price Tax Preparation Services in 2026

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If you’re new here, I’m Tyler S. Clark — co-founder of Dream Firms where we give entrepreneurial accountants the proven playbook to grow a hyper-profitable accounting firm with all the support they could ever need.

But since anyone on YouTube can claim anything, here’s why I’ve earned the right to talk about the accounting profession:

Legacy Roots: My grandfather built a $10M accounting firm (today’s dollars) in the 60s using sales and marketing when it was still “illegal” for CPAs. My grandmother promptly lost it all at the slots in Atlantic City.
Family Business: My dad carried the torch, scaled and sold his own accounting firm, then launched New Clients Inc. (NCI), which generated over $1B in revenues for accountants nationwide.
My Path: I started my career as a growth consultant for accountants at NCI, then co-founded and scaled my accounting firm adding $100K/yr to it. Sold that firm and built an advisory firm to $1M cash collected in 18 months on a part-time effort.

Today, Dream Firms has delivered 100K+ CPE credits by training accounting professionals on the tactics that created the success above and works with a select number of firms each year to implement those tactics with them: adding $100K+/yr in new profitable client engagements, to as high as $1.2M in 6 months for one accounting advisory firm.

To all the entrepreneurial accountants forging their own path despite the overwhelming self-doubt...

The most important step is always the next one.

Keep at it, don't stop learning and you will get there.

And never forget...

Only you can create your dream firm, but we help you every step of the way.

Tyler

Chapters / Timestamps

00:00 – Why tax season exposes bad pricing
00:58 – Why firms are accidentally financing clients
01:40 – “Tax filing is the bread and butter” explained
02:25 – The $500 vs $300 pricing objection
03:19 – Why clients become price-sensitive
03:54 – Stop doing free tax reviews
04:38 – The paid tax checkup framework
05:58 – How to answer “How much do you charge?”
06:22 – Why presenting packages the wrong way fails
07:18 – Why hourly and per-form pricing don’t work
08:38 – The 3-tier tax return pricing model
10:20 – Why big franchises charge more than you
11:22 – What real value-based pricing actually is
12:38 – Why tax returns are the front door, not the product
13:03 – Smart vs dumb tax upsells
15:59 – The upsell with nearly 100% take rate
17:53 – Migrating legacy clients without a revolt
18:42 – How to raise prices without losing clients
20:04 – Upgrade the package, not just the price
21:40 – “Up or out” pricing framework
23:28 – Why marketing confidence matters for pricing
24:38 – The 3 changes to implement this tax season
25:35 – Final thoughts on building a dream firm