Why funding needs to be part of your advisory conversations

As an accountant or bookkeeper, you’re often the first person a business owner turns to when the numbers stop adding up—or when they’re dreaming about growth. You see the story behind the statements. But are you also helping them write their next chapter?

One crucial piece often missing from advisory conversations is funding—whether that’s accessing a loan, applying for a grant, or finding a way to smooth out cash flow. Not talking about it doesn’t make the need go away. In fact, avoiding the funding conversation can lead clients down risky paths, including lending products like merchant cash advances, which can damage their financial health long-term.

I know this firsthand.

From bookkeeping deadlines to funding solutions

Before joining Swoop, I led a cloud-based bookkeeping and payroll firm. We cared deeply about helping our clients succeed—but when a question about funding or grants came up, our answer wasn’t much more than some links that we found on Google and the phone book.

Not because we didn’t want to help. We just didn’t have the time or the tools.

I remember the awkwardness of handing over a few contacts or a government website link, hoping the client would follow through and magically find what they needed. But most didn’t. The process was confusing and required the business owner to invest additional time that they didn’t have for an unclear outcome. And for us as a firm, staying on top of the ever-changing funding landscape while juggling client deadlines and deliverables, meant investing time that we didn’t have.

That’s why I joined Swoop—a platform that acts as a commercial marketplace for funding. With one application journey, advisors and their clients can access a wide range of funding options—grants, loans, equity, and savings products—backed by a team who helps guide the process. It finally felt like the tool we always needed.

Why it matters now more than ever

We’re in a business environment where agility matters. Many of your clients are facing increased costs, hiring challenges, and shifting demand. Others are looking to expand, digitize, or acquire. And all of them want to avoid surprises when it comes to cash flow.

Yet too often, funding is a reactive conversation—something that only comes up when a client is already in a tough spot. By making it proactive, you give clients the opportunity to explore options thoughtfully, rather than hastily.

Here are some simple, open-ended questions you can weave into your advisory check-ins:

• “Do you foresee any big purchases or growth plans in the next 6–12 months?”
• “How are you currently managing cash flow during slower periods?”
• “Have you explored funding options for your business before?”
• “Are you aware of any grants or incentives that may apply to your industry?”
• “If we could help you access better financing, would you be interested in exploring what’s out there?”

These questions aren’t just helpful—they’re empowering. They position you not only as a financial steward but as a growth partner.

The risk of saying nothing

Here’s the tough truth: if you don’t talk about funding with your clients, someone else will. And that someone might be offering products that are more harmful than helpful.

Many business owners end up accepting high-cost, short-term financing like merchant cash advances (MCAs) out of desperation. These products often come with high fees, daily repayment schedules, and little flexibility—something your client may not understand until it’s too late. By helping them assess funding before it’s urgent, you can guide them toward sustainable, strategic options.

You don’t have to be the expert

You might be thinking, “This sounds great, but I don’t have time to become a funding expert.”

The good news? You don’t have to. With tools like Swoop, you can act as a connector—helping your clients access an ecosystem of vetted options without taking on the legwork yourself.

Just like we lean on tech to simplify bookkeeping, we can now do the same for funding.

Ready to add funding to the conversation?

If you’re curious about how this fits into your firm’s workflow—or how to start introducing these conversations—let’s talk. Adding funding to your advisory toolkit doesn’t require an overhaul. Just a shift in perspective, and the right partner.

Let’s help your clients fund their futures—with more confidence and fewer risks.

To find out how to embed funding advisory into your firm, click here to book a callback.