Introduction: In a time when bank lending options for small businesses are tightening, non-bank lenders and commercial finance brokers play an essential role in filling the financing gap. To thrive in this environment, lenders need trusted connections with CPAs — often small business owners’ most relied-upon advisors. Here’s how lenders can market effectively to build CPA relationships, establishing themselves as trusted referral sources.
- Showcase Specialized Industry Knowledge with Success Stories
CPAs often look for referral partners who understand the unique challenges their clients face in different industries. Demonstrating sector expertise through success stories can be powerful in capturing CPA attention and trust.
“A CPA approached us with a construction firm experiencing cash flow disruptions due to seasonal downturns. We secured them a working capital loan tailored to their off-season needs, which kept payroll on track,” shares a commercial finance broker. “The CPA was impressed by our deep understanding of the construction cycle, and we’ve become their go-to resource for clients needing flexible financing.”
Creating materials with specific case studies like this one in construction, healthcare or retail helps CPAs see that lenders aren’t offering a one-size-fits-all approach, but rather a tailored solution for each industry. This builds trust and makes it easier for CPAs to confidently refer clients with specific financing needs.
- Offer Educational Resources and Toolkits
CPAs value educational resources that allow them to better understand and explain financial products to their clients. Providing CPAs with easy-to-use toolkits — such as financial impact calculators, industry reports, or whitepapers — gives them the resources they need to introduce alternative financing options confidently.
“One of our CPA partners had a retail client grappling with high-interest debt from multiple sources,” recalls a small business lender. “We offered a financial impact calculator to help demonstrate the potential savings of consolidating debt into a lower-rate loan. This allowed the CPA to easily communicate the benefits of consolidation, and the client saved significantly on monthly payments. The CPA was grateful for the tool and has since referred several similar cases to us.”
By equipping CPAs with practical, client-facing resources, lenders empower CPAs to present financing options effectively. This reinforces a lender’s credibility as an expert and positions them as an essential resource.
- Engage in Collaborative Networking and Educational Events
Meeting CPAs where they gather — whether at professional events, conferences or local CPA association meetings — establishes visibility and offers networking opportunities. Educational events, such as lunch-and-learns, webinars or small-group seminars, give lenders a platform to discuss financing trends and common small business challenges.
For example, a lender specializing in healthcare financing recently hosted a lunch-and-learn event with a CPA firm serving local healthcare practices.
“We presented on funding strategies for healthcare expansions,” explains the lender. “During the session, we shared a story of a dental office that was able to expand by leveraging equipment financing options outside of bank loans. The CPAs loved the real-life examples, and one said it was eye-opening to learn how non-bank options could help their clients grow.”
In addition to building relationships, these events provide CPAs with valuable insights they can immediately use in client consultations, reinforcing the lender’s role as a trusted financing expert.
- Maintain Regular, Value-Driven Communication
Staying top-of-mind with CPAs is essential for maintaining ongoing referrals. Monthly or quarterly newsletters filled with practical tips, industry insights and occasional case studies keep lenders on the CPA’s radar without being intrusive. Personalized updates or success stories add a human touch, reminding CPAs of the lender’s commitment to solving real business challenges.
“We keep our CPA contacts updated with case studies and news in their specific industries — whether it’s construction, healthcare or retail,” shares a finance broker. “One CPA told us they appreciate the insights on recent financing trends and the non-salesy approach, which they say makes it easier to trust us as a partner.”
Building a cadence of consistent, valuable communication establishes the lender as a knowledgeable resource that CPAs can turn to whenever their clients need alternative financing solutions.
Conclusion: Winning the trust of CPAs as a referral source requires a thoughtful, informed approach. By showcasing industry expertise, offering useful resources, networking through educational events and maintaining regular communication, lenders and brokers can become a valuable extension of the CPA’s advisory services. In a tight lending environment, building strong CPA partnerships is a strategic investment that supports both the CPA’s clients and the lender’s growth.
