Radical Transparency & Healthy Conflict - Shahram Zarshenas on Building a Remote-First Firm

“They didn’t know who was working on what, what the status of the work was, whether they were meeting the deadlines, and what would happen was that they wouldn’t figure out until the client would call them. That was a challenge that was so painful for them because they would probably lose the client, they were embarrassed, they’re stretching out at night, wondering, ‘I had no idea’.” Says Sharam Zarshenas, CEO of Financial Cents, in a conversation with Maanoj Shah, an offshoring expert, Co-Founder and Director at Finsmart Accounting.

Episode is live now: https://youtu.be/fkPzufj3gHQ?si=uyadWEFkSA4X_Ccg 

A 2024 Accounting Firm Technology report by Rightworks indicated that the accounting industry is slow to benefit from modern technologies like AI, collaboration tools, and data-driven insights. In this report, 43% respondents reported that less than 75% of their apps and data had been migrated to the cloud. Despite the challenges that accounting professionals and firm owners face, they have continued to be reluctant to adopt tools like practice management software.

Understanding the persistent challenges that firm owners face, like the inability to meet pressing deadlines, not having visibility, especially if teams are spread across geographies, and more, gave birth to Financial Cents.

Shahram has consistently worked towards building a business that is not just focused on helping clients attain their potential; he has also built a remote-first firm with 33 members currently, spread across the world. 

The Remote Revolution

“The biggest thing is you can really pick the best talent; you are not restricted by your geographic location. But it comes with challenges. Amazingly, we can work flexible hours, we can travel while we work, and we get the best people. But the biggest challenge is connectivity and maintaining culture.” 

Building a remote firm and establishing connectivity that doesn’t disrupt your daily operations can be difficult. But for Shahram, once you get it right, you would most certainly not have it any other way. To make sure that the team operates the right way and in sync, there are some things that you can do: 

• Set up the single source of truth – A tool or a platform where everyone involved has visibility of what is going on in terms of a specific task.
  
• Keep collaboration at the heart of it – Working remotely can sometimes make you feel isolated. It is important to constantly collaborate, keep checks with the teams, and basically, be a part of a team. 
• Introduce operating models: At Financial Cents, the team uses operating systems like EOS, which helps everyone stay aligned and focused.
  
• Set up weekly rhythms: Weekly, monthly, and annual meetings are extremely important, not just to check up on each other but to understand the progress of the goals that have been set out, and re-align if necessary. Shahram says that sometimes it is difficult for team members to understand why they are doing what they are doing. Keeping them involved can help. 

Building a Strong Culture in a Remote-first Set-up

“Would you choose to eat out of a bowl or a plate for the rest of your life?”

Well, isn’t that a debate we would all love to have? While talking about how Financial Cents has been building a culture in a remote set-up, Shahram talks about the little moments that make a huge difference. Hosting something like a Social on Zoom felt awkward to Shahram, too. But that did not stop him from experimenting. Today, it is one of the most favorite things that the Financial Cents team does.

Sometimes it is important to do things that are beyond work. Whether it is playing Fishbowl, Never Have I Ever, Cook Alongs, game nights, or charades, what is important is that you take the initiative to break the ice, interact with your teams beyond work, and let the boundaries break. 

Radical Transparency and Healthy Conflict to Be in the Long Game

“I want you to disagree with me if you feel I am wrong. I want to hear your opinion. I may not have the best ideas. It may not be their decision at the end of the day, we may go a different route, but at least we evaluated, and they understand we didn’t go with it.

But the thing is that to be able to do that, you have to have trust. We call it healthy conflict.”

Shahram believes that a little bit of healthy conflict strengthens the faith, the belief system of all those who are ultimately working towards the same business goals. Radical transparency and healthy conflict should be the core of a remote-first culture. It ensures that people aren’t just nodding along, but are encouraged to challenge ideas, debate openly, and push better solutions without the fear of friction. Creating a culture where honesty fuels progress and differences spark innovation, instead of tension.

Customer Feedback as the North Star

In a remote-first culture, it is extremely important to prioritize the teams. But what is more important is to understand the needs of the customers. Shahram talks about how hiring at Financial Cents is based on their understanding of customers.

Conducting feedback and surveys to take the clients’ inputs should be behind every decision a firm makes. Instead of relying on assumptions or outdated processes, when firms prioritize feedback, it helps refine and build services around real needs, not perceived ones. It helps leaders identify what’s working, what’s broken, and where opportunities lie. Most importantly, it shifts the culture from being service providers to becoming true partners. 

Not Sure Which Strategy to Adopt for Your Firm?

The world has changed in the aftermath of the pandemic – especially when it comes to technology, remote teams, and offshoring. None of them is an easy decision to make. But it is important for modern firms to understand their strengths and weaknesses. This conversation between Shahram and Maanoj comes with a few clear outcomes. 

1. Make tech your backbone, not a bonus – Digital-first workflows and practice management tools are no longer optional; they’re essential for efficiency and collaboration.
   
2. Foster radical transparency – Build a culture where healthy conflict is welcomed, not avoided. That’s how teams grow stronger and more accountable.
   
3. Let customer feedback guide decisions – Use it as your guiding force to shape services, tools, and client experiences.
   
4. Design a remote-first culture intentionally – From Zoom socials to sync tools, culture doesn’t just happen—it needs to be nurtured.
   
5. Think globally, act strategically – With tech enabling seamless collaboration, offshoring talent becomes a natural extension of building scalable, productive, and resilient firms.

Watch the complete conversation here: https://youtu.be/fkPzufj3gHQ?si=_zoC_OQwoVp4BY1q 
Want to know more about offshoring strategy? Book a free consultation: https://finsmartaccounting.com/free-consultation/