A2X Newsletter | Highlights from Camp A2X 2025
Camp A2X just wrapped its 3rd year, and what a year it was. Over 60 ecommerce accounting leaders gathered lakeside in Canada to share wins, challenges, and playbooks.
Attendees rated the experience a 9.6/10 overall, making this our best camp yet.
Totally biased, but I really believe this is the best accounting event out there. What makes it special isn’t just the fall Canadiana backdrop, but the people. Everyone shows up ready to give: expertise, lessons, and candid stories to help each other raise the bar, build better practices, and ultimately help ecommerce clients achieve financial success.
Camp A2X is invite + application only, so the group is always curated. If you’re camp-curious for next year and wondering if it’s the right fit, this recap will give you a feel for the vibe, the sessions, and the kind of takeaways that had attendees heading straight into action.
⬇️ Here’s the full recap.
What is Camp A2X? Camp A2X is our invite and application only retreat for the top ecommerce accounting and bookkeeping practices in the world. We meet in Toronto for an opening evening, then head up to Viamede Resort in the Kawarthas for two days of sessions, roundtables, and relaxed, tactical conversation by the water.
Highlights
➡️ Learning from the pros
- Taylor Holiday (Common Thread Collective) opened the program with a data‑forward look at the state of ecommerce – where demand is moving and what that means for accounting services.
- Blake Oliver (Earmark) led a practical session on applying AI in modern accounting practices: prompt craft, workflow automation, and how to make LLMs a repeatable part of firm operations.
- Geoffrey Gualano (that’s me) delivered a hands‑on marketing deep dive tailored for accountants and bookkeepers who serve ecommerce sellers – expect a few of these tactical takeaways on LinkedIn in the coming weeks.
- A2X Product Team gave a sneak peek into our roadmap, and how we’re helping practices automate more of their ecommerce accounting + delivering more client value through rich ecommerce data and reporting (expect to hear more about this in the coming weeks).
➡️ Learning from each other
- Our peer‑to‑peer roundtables remain a high‑value part of the week: small, facilitated conversations where attendees compared notes on hiring, recurring revenue products, client onboarding, and more.
- Brittany Brown (LedgerGurus) hosted a series of Fireside Chats with practice leaders from ConnectCPA, Ecom CFO, and Bean Ninjas, that dug into leadership, succession, and the operational changes firms need to scale.
➡️ And of course, having fun!
We made time to unplug: dock chats, cornhole, a bonfire, and enough karaoke to make the bus ride home memorable. Many attendees said the downtime was where the best ideas were born.
3 practical takeaways you can steal this week
- Join the community – Apply to become an A2X Partner to get into the A2Xpert Slack – a community of ecommerce accounting and bookkeeping professionals. This is how the Camp roundtable energy continues year-round: real-time problem swaps and connections with peers.
- Run a 30-day AI pilot – If you’re looking to adopt AI at your practice, here’s a way to start: Pick one repetitive task (client onboarding emails, etc.), map a 2-3 step prompt chain, run it for 30 days, and measure time saved and error rate. (A practical next step from Blake Oliver’s Camp session about AI in practice – small experiments, measurable wins.)
- Trust is today’s most important marketing currency – As I shared in Marketing 201, “AI has made it easier to produce everything, but harder to trust anything”. The firms that stand out are the ones amplifying trust signals across every channel. Reviews (Google, the A2X Directory, etc.) are one of the simplest ways to do this. They not only build credibility with prospects, but also increase your visibility in ChatGPT and other LLM responses.
Want to join Camp A2X next year? Stay subscribed to this newsletter – we’ll open applications in early 2026 and share details on how to apply.
See you soon!
– Geoff
