As a second-generation certified public accountant, numbers are part of Jeff Shore’s DNA.
“I learned early on that our industry is so highly trusted that we must take all aspects of our recommendations into consideration and provide all the positive and negative implications of that,” says Shore, shareholder at BRS CPAs and Advisors, which he helped start after 12 years with Elliott, Robinson & Co. LLP.
Shore is aware of his responsibilities as a trusted adviser, saying he hears the same phrase again and again: No one took the time to explain it to me.
Shore believes a CPA should always explain the reasons why, especially in the case of the clients’ tax returns, because placing a client’s signature under penalties of perjury and trusting that the CPA did it right is important. The BRS policy is that everything should be reviewed and vetted.
“Having a constant pursuit of knowledge and keeping on top of relevant changes is my biggest passion,” he says. “I should always be ahead of the curve on providing good solid advice.”
Shore gives his recommendations based on each client’s situation and then offers options, noting he personally tries to find extras beyond the expected. For Shore, that’s the difference in being a truly trusted adviser: Getting to know your clients’ business.
“In most cases, I feel that a site visit is part of the delivery method,” he says. “If I don’t know how they function and what their business does, then I can’t help them. Also, having seen their facilities, I can be thinking of ways to cross-pollinate client services when appropriate.”
Buxton Kubik Dodd Creative President Brian Kubik has turned to Shore for personal and professional financial advice.
“Jeff is an expert problem solver,” he says. “He has a remarkable ability to assess a situation quickly, evaluate alternatives and make sound recommendations.”
For Kubik, Shore is more than just an accountant, he is a key component to business and its dealings, and he has become a friend and partner through the process. Shore consistently offers solutions that have made a difference for Kubik’s company.
“I actually was thinking in a meeting with him recently, ‘This guy knows just about everything in the accounting world. I am glad to have him on our team,’” Kubik says. “Anytime we want to make a change in our business finances, we always check with Jeff to see what advantages or disadvantages will come from the decision. He takes all the time necessary to discuss the tax outcomes based on the decisions we make every day.”
In providing guidance to small-business owners, Shore often fulfills the role of part-time chief financial officer. Areas of expertise include retirement plans, in-kind exchanges and business sales and purchases.
“Trying to keep an open mind to something new is more critical than talking clients out of something you don’t understand,” he says. “In many instances, when a business client is contemplating a change in their business, we are the first ones to take the call.”
Kubik has relied on Shore’s advice for almost 10 years.
“I truly believe that he makes my life easier and that I do not have to worry about the work he does for our company,” Kubik says.
