Wiss is an accounting business that goes beyond the numbers, offering a full spectrum of accounting, advisory, and wealth services. Pulse 2.0 interviewed Wiss CEO Paul Peterson to gain a deeper understanding of the company.
Paul Peterson’s Background
What is Paul Peterson’s background? Peterson said:
“I began my accounting journey at Seton Hall University, earning a degree in accounting before furthering my education at NYU, where I obtained a master’s in finance. During college, I founded a company with a friend. The experience I gained trying to make it successful after college provided me with great experience to bring with me in accounting.”
“I’m grateful I found my way to Wiss,I’ve had the opportunity to work with a variety of industries, gaining experience and perspective along the way. I’ve taken on separate roles leading up to my current position as a managing partner and CEO. What I love about Wiss is the hands-on approach—we’re not just number crunchers; we’re trusted advisors, helping clients holistically and setting them up for success.”
“What truly drives me is seeing our people and clients succeed. I take immense pride in working alongside my talented teammates at Wiss. We’re continuing to build lasting relationships and growing our community for years to come. I’m passionate about ensuring that everyone feels empowered to bring their authentic selves to work every day.”
Evolution Of The Firm’s Thesis
How has your firm’s thesis evolved over time? Peterson noted:
“Our firm’s thesis has always been centered around delivering exceptional client service, fostering meaningful relationships, and cultivating a nurturing workplace that gives back to our people and fosters a healthy environment. However, as the business landscape has evolved, so have we.”
“We’ve embraced technology, innovation, and a more holistic approach to problem-solving, ensuring that we’re not just reacting to challenges but proactively helping our clients grow and adapt. I’m extremely excited with the potential of AI to create a whole new way of accounting.”
“Additionally, our focus on culture and people has deepened. We recognize that the strength of our firm lies in our team, so we’ve made it a priority to create an environment where individuals can bring their most motivated selves to work, develop their skills, and find long-term success.”
Favorite Memory
What has been your favorite memory working for your firm so far? Peterson reflected:
“Moving into our new space a few years ago. It felt great to provide our teammates with a brand-new facility to match the way in which we appreciate one another.”
Significant Milestones
What have been some of your firm’s most significant milestones? Peterson cited:
“I joined Wiss in 1995, became a Partner in 2004, and have had the privilege of taking on leadership roles that helped guide the firm’s direction. The firm got its start long before, however, in 1969. Since its inception, Wiss has grown to accomplish many milestones including the ability to offer services that match the life cycle of a business. For us, it gives the team a chance to offer value and support our clients at many different points in their journey.”
Industry Focus
What are some of the industries that your firm is focused on? Peterson emphasized:
“At Wiss, we primarily focus on the ‘middle market’ of businesses, serving a range of industries including privately held companies, investor-backed businesses, and family-run businesses. We have a particular emphasis on providing services across four dimensions for each of the business’ needs: accounting, assurance tax, advisory and family office. Of course, we continuously utilize data analytics and technology to support our clients’ financial goals. Our clients work across many different industries including real estate, healthcare, manufacturing, food and beverage, distribution, technology construction, engineering and service companies.”
Differentiation From Other Firms
What differentiates the firm from its competition? Peterson pointed out:
“At Wiss, what truly sets us apart is our people-first approach. We’re not just focused on numbers—we’re deeply invested in building meaningful relationships with our clients and team members. Our culture is rooted in collaboration, innovation, and a genuine commitment to helping businesses and individuals succeed.”
“We take pride in being more than just advisors; we’re partners in our clients’ journeys. Whether it’s helping an entrepreneur scale their business, guiding a family-owned company through a transition, or navigating complex financial challenges, we approach every engagement with a hands-on, personalized touch.”
“We believe that when people feel valued and supported, they do their best work—which ultimately leads to better outcomes for our clients. That combination of expertise, personalization, and culture is what makes Wiss truly unique.”
Challenges Faced
What challenges have Peterson and the team faced in building the company? Peterson acknowledged:
“Like any firm, we’ve faced our share of challenges over the years. One of the biggest has been navigating periods of rapid growth while maintaining the culture and personalized service that have always set us apart. To overcome this, we focused on strengthening our leadership team and developing systems that support our culture while allowing for scalability.”
“Another challenge has been staying ahead of the curve with technology, especially artificial intelligence, and industry trends. This current period is by far the most challenging as the accounting and advisory landscape is undergoing disruptions constantly.”
“We are evolving and embracing new tools and processes to remain competitive. This meant staying ahead of the curve on implementing AI, adapting to new regulations, and leveraging technology to enhance our services for clients. Every challenge we’ve faced in the past has been an opportunity for growth, and I’m proud of how our team has adapted and emerged even stronger.”
Future Firm Goals
What are some of your firm’s future goals? Peterson concluded:
“We have been committed to one main goal that we feel is in reach and important for our industry. We’ve always wanted Wiss to be a place of hope for a better way for accounting. Our industry has been notorious for the lack of humanity, and it’s led to a shortage of accountants. Wiss has always looked to overcome this and prove a different way can be even more successful. We believe these next several years ahead will be a renaissance period for accounting.”
