Two women sit together on a couch
From Pivot Magazine

This CPA duo uses Instagram to share small business tips

See how social media helps Ashli Phippen and Martina Morton give their digital accounting firm a boost

Two women sit together on a couchCPAs Ashli Phippen and Martina Morton started posting on Instagram they same year the opened their fully digital firm

Ashli Phippen and Martina Morton

Founders, Grow CPA
Handle: @growcpa
Followers: 2,000
Location: Huntsville, Ontario

Martina: In 2007, I was four years into a mathematics degree at the University of Waterloo. But after attending a case competition hosted by CMA Ontario, I decided I wanted to get into the accounting profession. I became a CPA in 2014.

Ashli: I had a more conventional route into accounting. I graduated with a BComm in accounting from Carleton University in 2008, and got my CPA designation shortly afterwards.

Martina: Today, we run Grow CPA, a digital accounting firm that provides small-business clients with bookkeeping, accounting and tax services. We also offer financial coaching and educational resources aimed at equipping entrepreneurs with the knowledge they need to succeed in business today.

Ashli: We started creating content on Instagram as soon as we launched in 2019. Since we’re a fully digital firm without a storefront, our online presence is a crucial way for us to express our brand identity and values. Social media is also where people are spending much of their time, so it’s a good place to show up to make a big impact. Traditionally, people tend to not talk about money. We’re flipping the script on that.

Martina: We create content geared towards small-business owners who want to understand the money side of their business better. Our content ideas come from conversations with business owners, our clients, as well as from our own experiences running a business. We love being able to support business owners in understanding and taking charge of their finances, one bite-sized piece of content at a time.

Ashli: Taking our marketing efforts online has allowed us to expand our reach. Because of our presence on social media, we also often get invited to speak on business podcasts and webinars.

Martina: We see social media as a place to learn from those in our network. In exchange, we provide tips and strategies to set people up for a brighter financial future. When they are ready to go deeper and learn more, we hope to have the solution to support them on that journey beyond social media.


See how these CPAs are capturing big audiences with their TikTok, YouTube, Twitter and LinkedIn content.