Beyond Referrals: How Community Can Help Bookkeepers Build a Stronger and Future-Ready Business

Bookkeeping may seem like an independent business from the outside, but growing it alone can quickly become overwhelming. Between managing client work, making business decisions, handling operations, and staying updated with changing technology, many bookkeepers find themselves carrying more than they expected.

The challenge is not just about getting more clients. It is also about having the right people around you: people who understand the same struggles, share practical advice, and open doors to trusted referrals and real support.

To explore why community matters so much for bookkeepers, Ace Cloud Hosting spoke with Cindy Schroeder, founder of Bookkeeping Buds and a long-time advocate for building bookkeeping businesses that support both growth and joy.

With nearly two decades of experience and a multi-six-figure bookkeeping firm of her own, Cindy has seen how real relationships, trusted referrals, and peer support can change the way bookkeepers grow.

In this conversation, Cindy shares why community reduces isolation, how strong referral relationships are built, and why technology should support human connection rather than replace it.

1. Why is community so important for bookkeepers who are building or growing their own businesses?

When I started my business, I had no idea what I was doing or all the pieces that were involved in running a bookkeeping firm. I thought success meant figuring everything out on my own. It was very isolating.

That was when clients were on QuickBooks Desktop, and I was running to clients’ offices. As QBO became more prevalent and I was working remotely, things were even more lonely because I was not even leaving the house. Years of working at a computer while making everyone else’s priorities, my own created a great deal of stress and burnout.

I quickly learned that there is very little competition in our industry because there are so many businesses needing help. Once I realized this and started conversations with others, everything became more fun and a lot easier when you surround yourself with others who get it.

Community gives you a place to ask questions, celebrate wins, share ideas, and sometimes simply hear, “Me too.” Those two words can be incredibly powerful when you are navigating challenges or trying something new.

I have watched bookkeepers accomplish things they never thought possible simply because someone in their corner believed they could.

2. What role do real relationships play in creating better referrals and long-term business growth?

The best referrals come from trust. The only way to gain trust is to network and build real relationships. Especially in this day of AI, talking to people and helping others grow their business will, in turn, help you grow yours.

Focus on looking to build relationships with Power Partners; these are businesses looking for a similar client to yours. Together, you can refer back and forth, and both help the client be successful. For a bookkeeper, this could be a small business banker, a CPA, or even a coach in your industry niche.

Once you have these relationships, you may find you are doing less marketing because people are talking about you even when you are not in the room. This does not happen instantly, so you have to give it time.

When you do get a referral from someone, be sure to follow up by email on how it went. This can be a simple thank you for saying you are going to work together or if it is not a good fit, include why it is not the right type of lead and who would be a better fit.

We take it a step further and will send a small token of gratitude to the person, like a Starbucks card or brownies, to thank them. We send this even if the referral does not work out to encourage them to send us more leads.

3. How can bookkeepers build a support system when they work alone or run a small remote firm?

Start small. Reach out to someone you follow on LinkedIn or Instagram and invite them to a virtual coffee chat. Most meaningful professional relationships begin with a simple conversation.

There are also many wonderful communities in our profession where bookkeepers can find support, ask questions, and connect with others who understand the unique challenges of running a bookkeeping business. Groups such as Ask a CPA, Counter, Roundtable Labs, and my own community, Bookkeeping Buds, offer opportunities to learn from peers and build genuine relationships.

You don’t have to jump in with both feet. Attend a free event, join a discussion, or introduce yourself in a community space. The goal isn’t to find hundreds of connections, it’s to find a few people who will cheer you on, share ideas, and remind you that you’re not alone.

A support system starts with one conversation. The good news is that our profession is filled with generous people who are willing to share their experiences, offer encouragement, and help one another succeed.

4. What have you learned from building Bookkeeping Buds that more bookkeepers should know about connection and confidence?

One of the biggest lessons I’ve learned from building Bookkeeping Buds is that confidence often comes after connection, not before it.

Many people believe they need to become more confident before they speak up, attend events, raise their prices, or put themselves out there. What I’ve witnessed over and over again is that confidence grows when people feel supported.

When bookkeepers have a safe place to ask questions, share ideas, and learn from one another, they begin to trust themselves more.

I’ve also learned that everyone, even the people who appear incredibly successful, has moments of doubt. The difference is that they do it anyway. The growth is in discomfort, and if you try something and it is truly awful, you never have to do it again. My rule is to try it 3 times (just to be sure) and then decide if it is right for me or not.

Sometimes the most powerful thing a community can do is remind someone that they are not alone. Running a business is full of challenges, but when you have a support system cheering you on and pushing you forward, your confidence continues to grow.

5. How can bookkeepers balance digital tools with real human relationships as they grow their firms?

I love technology. The right tools help us become more efficient with more time to play, create better systems, and serve clients at a higher level.

But technology should support relationships, not replace them.

Clients may appreciate accurate financials and efficient processes, but what they often remember is how you made them feel. They remember that you listened, that you cared, and that you helped them solve a problem.

As our firms grow, it can be tempting to automate everything. I think the real magic happens when we use technology to save time so we can spend more of it building meaningful relationships.

At the end of the day, bookkeeping is still a people business. Behind every set of financials is a person with goals, dreams, challenges, and a story worth understanding.

Growth Feels Different When You’re Not Alone

Cindy’s perspective makes one thing clear. Bookkeepers do not need to build their businesses in isolation. The right community can make the work lighter, more practical, and more enjoyable.

Real relationships create more than emotional support. They lead to better referrals, stronger confidence, shared learning, and long-term business growth. When bookkeepers connect with peers and power partners, they create a support system that helps them ask better questions, make smarter decisions, and stay encouraged during difficult seasons.

Technology will continue to make bookkeeping more efficient, but it cannot replace trust. Clients remember the person who listened, cared, and helped them solve a problem. The strongest firms will be the ones that use digital tools to save time, then reinvest that time into relationships that create lasting value.

At Ace Cloud Hosting, we help bookkeepers and accounting firms simplify the way they work, so they have more time for the relationships that grow their business. Our cloud solutions support secure access, smoother collaboration, and flexible workflows, helping bookkeepers spend less time stuck in scattered systems and more time serving clients, building connections, and growing with confidence.