Modern accounting firms are increasingly looking to M&A as a key growth strategy. But scaling through acquisitions isn’t just about closing a deal — it’s about successfully integrating new offices, people, clients, and systems so growth actually sticks. Firms tell us again and again: the deal is the easy part; outcomes hinge on having a technology partner who can move at the same pace as the firm and is invested in getting it right.
Why Sorren chose Gusto
Sorren — one of the fastest-growing accounting and advisory firms in the country — selected Gusto as its preferred small business payroll platform for two reasons: speed and fit. Sorren needed a partner who could stand up each newly acquired office before the transition period cost the firm time, clients, or trust — and a platform matched to how its small business clients actually operate day to day.
How Gusto supports Sorren’s growth
In‑market enablement: A Gusto team shows up in person at every newly acquired office. Workshops are underway in Medford and Boise, with more on the calendar — training CAS teams hands‑on instead of pointing them to support articles.
A repeatable onboarding playbook: Built for Sorren’s acquisition pace, cutting new‑team ramp‑up from months to weeks.
A product that keeps evolving: Gusto prioritizes what small and mid‑sized businesses actually need.
Co‑marketing and sponsorship: Including as a key sponsor of the Sorren Leadership Summit this year.
In Sorren’s own words
“Gusto is great for our clients. It fits how they already operate, and their product team keeps building the things our clients actually ask for.”
— Matthew May, National CAS Leader, Sorren
What this means if you’re evaluating your own tech stack
Sorren’s partnership with Gusto is one example of what’s possible when a growing CAS practice consolidates around a single payroll partner designed for real‑world growth — organic and through acquisition alike. As you evaluate your own stack:
How many systems are your newly acquired teams juggling right now?
How long does it take for a new team to truly feel part of one firm instead of several?
What would it be worth to have those answers before an acquisition closes, rather than months after?
If your firm is exploring a preferred provider relationship, learn more about Gusto’s Accountant Partner Program or reach out to your Gusto partner manager.
