How Credfino Helps Firms Scale Smarter: Insights from Dheeraj Pandey

In this episode of the Canopy Practice Success Podcast, host KC Brothers sits down with Dheeraj Pandey, co-founder and CEO of Credfino, a rapidly growing firm that supports more than 100 accounting and tax practices across North America.

Credfino has become known for its unique blend of offshore staffing, marketing support, and technology consulting, helping firms streamline operations and operate more efficiently year-round.

Dheeraj shares what he’s learned from looking inside a wide range of firms, the mistakes that slow teams down, and the strategies top performers use to scale without burning out.

Below are the three biggest insights you won’t want to miss.

Small Operational Adjustments Create Major Efficiency Gains

One of the biggest issues Dheeraj sees inside firms is misaligned technology decisions. Many accounting teams select tools based on word of mouth instead of actual needs, which leads to mismatched workflows and painful switching later.

He also notes that firms often buy more tools before exploring what their current software can already do.

“A lot of firms bring in new apps when their existing tools already have the capabilities. They haven’t explored the full potential.”

Cleaning up your tech stack, consolidating tools, and using your practice management system to its fullest can immediately reduce complexity and free up time.

Automation and SOPs Are Essential for Scaling

Firms that grow consistently almost always rely on automation, documented workflows, and strong handoffs between team members.

Dheeraj shares examples of firms connecting tools like Calendly and Canopy to eliminate manual data entry, reduce errors, and keep client records organized. But the biggest differentiator he sees is the presence of clear SOPs.

“Firms that champion their workflow do exceptionally well. That’s how some firms can handle ten or fifteen thousand returns.”

The takeaway is simple: automation saves time, but process discipline creates true scalability.

Marketing Only Works When It’s Built on Real Customer Research

Many accounting firms struggle with marketing not because they lack effort, but because they skip the foundational work: understanding their buyers.

Dheeraj sees firms jump straight into posting content, running ads, or copying competitors without identifying their ICP or mapping the buyer journey. Without this clarity, marketing feels random and results come slowly.

“Accountants don’t do enough customer research. The content doesn’t align with the buying journey, and then it doesn’t convert.”

He also notes the rise of AI-generated content and why authenticity and point of view matter more than ever.

Firms that focus on customer insight, niching, and consistent long-term marketing efforts are the ones that attract better-fit clients and build stronger brands.

The Future of Firm Growth

From automation to AI to smarter marketing, Dheeraj believes the next five years will reward firms that streamline, simplify, and stay focused on the client experience. Whether you’re a solo practitioner or running a multi-office practice, these shifts can help you grow without burnout.

Want to hear the full conversation? Listen to the episode on the Canopy Practice Success Podcast.