Partner Spotlight: From Fintech to M&A: How Embedded Analytics Led Me to Matchmaking CPA Firms

Jessica Kentch, Founding Partner at Ablaze Collective
September 20, 2024 • 8 MIN READ

As a founding partner of Ablaze Collective, my journey began in enterprise software sales, where I built a vast network of connections across some of the largest accounting firms firms in the country. My focus had always been on data-driven solutions, offering CPA firms the tools to harness consolidated data from the QuickBooks Online (QBO) API. But what I didn’t foresee was being swept into the world of mergers and acquisitions (M&A), helping CPA firms find the right partners for growth through the power of embedded analytics.

The Original Vision: Data-Driven CPA Firms

When I launched Ablaze Collective, the mission was clear: equip CPA firms with the tools to mine the deep, often-hidden data within their cloud accounting systems. Our proprietary platform unlocks insights that aren’t visible through the standard QBO interface, enabling firms to better manage their client portfolios and scale their advisory services. My goal was to empower these firms through data—but it quickly became something much bigger.

Realizing the Value: Firms as Data-Driven Assets

As more CPA firms adopted our app, I began noticing a shift. Firms were not just using our data insights for advisory work; they were using it to evaluate their own businesses as assets. They could now clearly see the value of their firms in real time, making M&A decisions that were previously too complex or uncertain to approach.

One of our early adopters, a mid-sized firm, used our embedded analytics to prepare for a sale. By showcasing their financials, growth patterns, and client retention in data-driven dashboards, they attracted a buyer faster than they could have through traditional channels. The sale was seamless—and word quickly spread.

Entering the M&A Game by Accident

Before I knew it, other firms began reaching out. They weren’t just looking for analytics anymore—they wanted help selling their firms. My background in fintech sales, combined with my powerful network, allowed me to introduce potential buyers and sellers across the industry. Suddenly, we were brokering deals, matching CPA firms for mergers and acquisitions with data as the foundation for the conversations.

What started as a one-off sale turned into a whole new line of business for Ablaze Collective. I found myself using my sales background and connections with the biggest firms in the country to create a data-powered marketplace for M&A deals. The numbers, pulled through our analytics platform, did the talking, turning M&A into a data-driven, transparent process.

A New Chapter: Scaling M&A with Embedded Analytics

The beauty of it all is that we didn’t need to pivot the business model. Our embedded analytics app naturally became a tool for assessing and marketing CPA firms for sale. The insights we pulled from QBO APIs provided everything buyers and sellers needed: cash flow analysis, profit margins, and client acquisition trends, all in one place. This streamlined process has made it easier for firms to prepare for mergers or sales, with the data they need to back up their value.

Now, I’m helping CPA firms across the country match with buyers or acquisition targets, and the demand continues to grow. It turns out, using data for M&A is not just smart—it’s transformative. Firms can now approach deals with clarity, and I’m helping facilitate these transactions with the powerful network I’ve spent years building.

The Future: More Than Just Data—It’s Matchmaking

As we continue to expand this side of the business, I’m excited about what’s ahead. Our analytics platform is evolving to include more features for firms looking to merge or sell, from identifying growth potential to pinpointing ideal partners based on size, specialty, or geography. We’re effectively becoming matchmakers for the CPA industry, all thanks to the data we mine.

What started as an accidental venture into M&A has become a core offering of Ablaze Collective. Leveraging the power of embedded analytics, we’ve turned what was once a complicated, months-long process into something fast, efficient, and transparent.

Final Thoughts: Embracing the Unexpected

I never set out to enter the world of M&A. My career has been focused on software sales and data solutions, backed by a network I’ve cultivated over years at some of the biggest firms in the country. But as I’ve learned, sometimes the most rewarding opportunities come from places you least expect. By listening to the needs of our clients and leaning on the power of data, we’ve unlocked a new future for CPA firms—and for Ablaze Collective.

As we continue to build this new marketplace, I’m excited to see where the data leads us next. One thing’s for sure—whether it’s advisory services or M&A matchmaking, data will always be at the heart of everything we do.