Own Your Firm

AJ Zepeda & Logan Graf
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A podcast by two firm owners trying to figure it out one step at a time. AJ & Logan have been running their own firms for a few years and have come together to share stories, thoughts and insights on what that means and hopefully help some other firm owners through their journey. 

Episodes

  1. 3h ago ·  Video

    Own Your Firm Episode 2: Who is AJ Zepeda?

    Send us Fan Mail AJ Zepeda and Logan Graf introduce the new Own Your Firm podcast and begin by sharing AJ’s background. AJ describes himself as a quirky, tattooed accountant, a father of three, churchgoer, HYROX athlete, and Rivian owner. He explains his firm today: a tech-forward, client-focused practice with seven employees, three partners (including a tax partner), about $500K in annual sales, and a mostly virtual setup with an office in Tyler, Texas. AJ recounts stumbling into accounting after leaving electrical engineering, becoming an accounting manager right after college, and learning management through early mistakes. He later worked at Kruze, Acuity (running a crypto practice), and served as COO at Tooth and Coin (dental niche) before launching his current firm with partners, merging books of business and teams. He discusses lessons on pricing, firing clients sooner, month-end close by the 15th, and plans to target construction clients in East Texas. 00:00 Podcast Kickoff  00:46 Meet The Hosts  01:30 AJ Personal Intro  02:32 Fitness And Rivian  04:18 Firm Snapshot Today  05:57 Becoming An Accountant  08:24 Early Career Leadership  11:55 Burnout And Startup Shift  14:59 Path To Firm Ownership  17:44 Launching With Partners  20:45 Lessons And Daily Rhythm  23:31 Owning The Firm  24:08 Next Six Months Goals  24:44 Wrap Up And Mustaches

  2. Sep 8 ·  Video

    Own Your Firm Episode 1

    Send us Fan Mail Own Your Firm: Why We’re Starting This Podcast and What to Expect AJ and Logan announce their new podcast, “Own Your Firm,” created as scheduled “bro time” and a space to discuss how firm owners can build businesses that don’t lead to burnout. They explain the title’s inspiration and aim to help accountants become better business owners, noting industry trends like consolidation, acquisitions, and AI. Planned topics include running firms effectively, bridging CAS and tax perspectives, light current events, listener questions, and pulling discussions from Logan’s accounting firm owner community, Counter, plus possible product/tech reviews and a “random” segment. They share brief personal backgrounds: both are Christian dads with three kids; AJ (32) worked at small and large firms, including niche dental accounting, now owns a firm with partners and does consulting; Logan (35) runs The Graff Tax Co. (founded 2020), creates content, and built Counter to about 280 members. 00:00 Podcast Kickoff 00:49 Why Own Your Firm 02:12 Firms That Dont Own You 04:11 Planned Segments And Reviews 08:27 From Job To Business Owner 12:15 Meet AJ Background Story 16:53 Meet Logan Counter And Firm 19:17 Future Ideas And Wrap Up

  • 2 Episodes

About

A podcast by two firm owners trying to figure it out one step at a time. AJ & Logan have been running their own firms for a few years and have come together to share stories, thoughts and insights on what that means and hopefully help some other firm owners through their journey. 

Information

  • Creator
    AJ Zepeda & Logan Graf
  • Years Active
    2026
  • Episodes
    2
  • Rating
    Clean
  • Copyright
    © 2026 Own Your Firm
  • Show Website
    Own Your Firm