Which firm would Noah Kagan hire for bookkeeping?

Noah Kagan’s Post Sparked a Real Debate

A few days ago, Noah Kagan, the founder of AppSumo and author of Million Dollar Weekend, posted a side-by-side comparison of two bookkeeping firm websites on X (formerly Twitter). His question was simple:

"Which firm would you HIRE for your bookkeeping?"

What followed was a firestorm of opinions: some chose the old-school site for its straightforwardness. Others liked the clean, “modern Webflow aesthetic.” And some didn’t like either.

People went in on the modern one from Good Operator. “Looks like a SaaS product.” “No team photos, red flag.” “Hipster fonts, I'm out.” Meanwhile, others loved it. “Design-forward,” “clear positioning,” “looks like they actually care.”

It was meant to spark a conversation—and it did. But it also surfaced a deeper issue most people run into when looking for an accountant:

We judge firms based on things like fonts, stock photos, and landing page vibes… when what really matters is who they serve and how they work.

We All Judge a Book By Its Cover (Especially on the Internet)

It’s human nature. Whether you're browsing for an accountant or swiping on Hinge, you’re forming a split-second impression based on visuals.

Do they look professional? Are they modern or traditional? Does this person (or firm) get me?

It’s not wrong. But when it comes to accounting, that instinct can lead you astray.

The Accounting Industry Is Behind

After talking to hundreds of accountants while building Sam’s List, I can confidently tell you: you really can’t afford to judge a firm by its website.

Why?

Because accounting is one of the most outdated industries when it comes to design and marketing.

Here’s what most accounting websites actually tell you:

• They don’t have a marketing department.
• They can’t justify spending $15K+ on a Webflow build.
• They’re focused on clients, not conversions.
• Or they’re bootstrapped and lean—especially if they serve smaller businesses.

Unless they’re VC-backed, have an in-house marketing team, or hired an expensive agency, you’re usually getting a DIY site. That doesn’t mean the work they do is any less valuable.

I think part of this comes from the old-school perception of accounting. We expect our CPAs to be buttoned-up, frugal, and "too busy" for a modern website. There's almost this subconscious belief that the clunkier the site, the more serious the accountant must be.

But as someone who's not a CPA and spends every day talking to them... I don’t think that’s the mindset we should have anymore.

Are they familiar with crypto tax reporting, staking income, and DeFi transactions? What about fractional real estate platforms, crowdfunded equity deals, QSBS, or alternative investments like wine, art, and music royalties? These aren’t edge cases anymore — they’re becoming common parts of modern portfolios, and they’ve added a whole new layer of complexity to tax planning.

So here’s my non-CPA, unbiased take: I don’t think you can accurately judge an accountant’s knowledge of all that based on whether their website looks like it was built in the '90s or has a sleek Webflow design.

What Actually Matters When Choosing an Accountant

When you’re hiring an accountant, especially for a growing business or a complex personal financial situation, don’t just ask, “Is their website clean?” Ask:

• Do they have the right credentials? (e.g., CPA, EA, CFA, MBA)
• Do they specialize in your industry?
• What revenue or income levels do they typically work with? (e.g., businesses doing $1M+ or individuals earning $500K+)
• Do they work with your tech stack? (e.g., QuickBooks, Xero, Stripe, Gusto, Shopify, Carta)
• Are they comfortable with more complex needs like K-1s, QSBS, alternative investments, 1031 exchanges, or crypto reporting?
• Do they understand your goals—whether it’s scaling a company, preserving generational wealth, or managing your first big liquidity event?

If you’re a founder or investor with more advanced needs, you should be searching for accountants for high net worth individuals. These are the professionals who know how to work with your level of assets, your risk tolerance, and your long-term planning strategy.

On Sam’s List, you can actually filter by specialties and industries, so whether you need tax prep, a fractional CFO, or someone to clean up your books after years of chaos, you’ll find someone who fits.

Your Accountant Should Fit Your Goals (Not Just Look the Part)

You don’t hire an accountant the same way you buy a T-shirt. But with how visual and “vibe-heavy” the internet has become, it’s easy to fall into that trap. One looks sleek. One looks safe. One looks boring but maybe "trustworthy"? The other feels more like a startup, but is that what you want?

The answer: it depends on what kind of relationship you want.

• If you want a transactional tax preparer who pops in once a year, that’s one kind of person.
• If you want a year-round advisor who understands cash flow and growth? That’s someone else.
• If you're looking for a partner who can evolve with your business or net worth? Different again.

At Sam’s List, we’re not trying to sell you on one kind of accountant. We’re just making it easy to find the ones that are right for you and providing real, uncensored reviews from real clients.

You can even check out their LinkedIn or Twitter profile and see what they're about before reaching out.

Why Sam’s List Exists

The reason we built Sam’s List is because most people don’t know where to start when picking an accountant or financial advisor.

Google is a black box. Referrals are hit-or-miss. Yelp is useless.

On Sam’s List, you can actually:

• Read real reviews from real people
• Verify reviewers by checking their LinkedIn or Twitter
• See specialties, tech stack, industries served
• And book intro calls directly with the firm

If you're looking for someone who actually gets your business, start browsing here. 

Sam’s List simplifies the process of finding and connecting with accountants and financial advisors. You can filter by your needs, specialties, and industries without relying on guesswork.

TLDR: We do the legwork so you don’t have to guess based on aesthetics. ;) 

Moral of the story? It’s okay to care about design. But when it comes to your money, look deeper. Good branding doesn’t make someone a great accountant—just like a solid website doesn’t guarantee solid advice.

FAQs About Choosing an Accountant

What should I look for in an accountant?

Look for an accountant who specializes in your industry, works with clients at your income or business level, understands your tech stack, and has relevant credentials like CPA, EA, or MBA.

Can I trust an accountant with a "bad" website?

Yes. Many great accountants don’t prioritize design or marketing. Focus on their experience, specialties, and reviews, not just the aesthetics of their site.

How do I find an accountant who understands crypto and QSBS?

Platforms like Sam’s List let you filter by specialties, including crypto tax reporting, QSBS, and high-net-worth strategies.

Is it worth hiring an accountant for high net worth individuals?

Absolutely. They can provide advanced planning for taxes, investments, estate transfers, and business structuring, especially when working with 7–8+ figure clients.

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Author: Kimi, Co-founder of Sam’s List
Kimi writes about what she's learning while building Sam’s List and shares honest takeaways from her conversations with accountants and financial advisors across the country. None of this is financial advice—just the stuff most people wish someone told them sooner.