CEO's report
Chris Freeland AM
CEO
Since joining CPA Australia as CEO in March 2024, I’ve had the privilege of travelling throughout Australia and to various parts of the world to meet members and hear their inspiring stories.
In each location I’ve been struck by the strong sense of fulfilment our members express in being a CPA and the roles they play as trusted advisors within their local communities.
This pride is particularly evident at member recognition ceremonies where members formally advance to CPA or FCPA status, and we acknowledge those celebrating a significant membership milestone and those who have achieved academic merit awards.
In 2024, we held ceremonies across 12 countries. These are special occasions that showcase the achievements of members and highlight the tremendous pride and passion we all have in the profession.
Limitless opportunities
In meeting members from different generations and different parts of the world, I’ve been impressed by the sheer variety and type of roles they perform and the range of industry sectors they represent. CPA Australia members work across more than 50 different industries, including academia and the arts, science and sport, private enterprise and public service.
As our current brand campaign says, the possibilities of being a CPA are limitless. I see it as our collective responsibility to promote the many opportunities available to people pursuing a career in accounting and the impact they can have on the future of the profession.
It’s an exciting story and it’s ours to tell. I encourage all CPAs to be vocal and visible advocates in promoting the benefits of our wonderful profession.
A positive sign is that membership has grown to 174,908, which includes just under 10,500 new members and a qualified member retention rate of 97.2 per cent, meeting the targets we set for 2024.
Equally pleasing is the ongoing improvement we have seen across other key performance metrics as measured through the member engagement survey. Our member satisfaction rating has increased to 6.88 out of 10.
Members engaged with more than 260,000 of our CPD products. This shows that our professional development offer is relevant to the needs of the profession.
Empowering members through learning
Education and training are among our core services to members. We continue to develop the next generation of accountants through our education initiatives, including the CPA Program, our professional development offering and expanding our membership pathways.
The CPA Program is at the centre of our education strategy. In 2024, we delivered more than 41,000 exams across two semesters and saw 5,600 Associate members advance to CPA status. In 2025, we’ll be progressing the Learning Evolution Program to ensure that our learning offer remains relevant and responsive to the changing needs of our profession.
We also offer a wide range of professional development opportunities that assist members to build their interdisciplinary skills and advance their careers. These focus on knowledge areas required by employers and include short-form micro-credential courses on up-to-date topics such as ethics, navigating risk, strategic business partnering, ESG and artificial intelligence (AI).
The profession is evolving and rapid technological changes require ongoing skills development. Innovations like AI, machine learning, and cloud-based technology create new opportunities for accountants. Accordingly, we developed a series of courses and webinars covering ways that AI can benefit the profession.
Our mentoring programs are another key professional development opportunity with 688 pairs of mentors and mentees participating in 2024. The program facilitates skill development and fosters a mutually beneficial experience for both parties. For the first time in 2024 the mentoring program was offered to all global members and in 2025 we’re facilitating cross-border connections between mentors and mentees.
In response to the forecast global shortage of accountants, we are developing flexible pathways for professionals from adjacent industries to join CPA Australia without compromising our membership standards. Our strategy contains a series of initiatives designed to promote entry into the CPA Program, including the Responsive Membership Pathways program.
Across our international network, we provide members with personalised and engaging experiences through a variety of conferences and events that enhance the CPA designation and add value to membership.
In 2024, our flagship professional development event, CPA Congress, featured a virtual online program as well as an international in-person conference in Canberra. The program included more than 30 sessions from CPA Australia members, industry experts and internationally renowned leaders and attracted more than 9,600 delegates.
Advocacy in action
CPA Australia continues to be active in community advocacy on issues important to members, the profession and the public interest. Our advocacy had a notable impact in 2024, leading to positive changes for members. We engaged with the Australian government and regulators on the design and implementation of the anti-money laundering bill that is coming into effect in 2026.
We also led the push to change the Banking Code of Practice so that members of the Australian Banking Association are no longer able to request accountants to certify whether a small business client can repay a loan. This reduces potential risks for accountants and puts the onus of credit assessment back on the lender.
We also joined key professional bodies representing tax practitioners to achieve amendments to the Tax Agent Services (Code of Professional Conduct) Determination, with many of our concerns being addressed.
ESG remains a focus of CPA Australia’s advocacy work. In July, I attended the A4S Summit in London, joining delegates from 14 of the world’s largest accounting bodies to discuss the role of accountancy in driving the transition to a sustainable economy. This was the 20th anniversary of A4S, focusing on the impact of accountants in achieving a lower carbon future.
Members help inform our thought leadership activities through participation in our CoEs and input into our submissions and consultations. Overall, in 2024, we made 100 submissions across various public policy areas, such as taxation, superannuation and financial reporting, including joint submissions with other professional accounting organisations and industry bodies. Our research publications draw on the views of members and the profession, including the 15th annual Asia-Pacific Small Business Report, and the Business Technology Report, that are based on the results of surveys across key markets in the Asia-Pacific region.
Our advocacy and thought leadership is amplified through the strong media presence we have developed in both mainstream and industry outlets in Australia and internationally. Our most successful period for media activity in 2024 came in quarter two, during which time we were proactive in media discussing both the federal budget as well as issuing three media releases with tax time advice and commentary. Our international media team also continues to break new ground in raising awareness of CPA Australia’s global activities and policy initiatives.
Public practitioners are served by the MY FIRM. MY FUTURE. suite of online resources that support them with strategic planning, skills development, business recovery, and cyber security. In 2024, we also hosted a series of public practice forums across Australia and New Zealand.
We also produce a number of workshops, webinars, podcasts and publications showcasing the latest thought leadership across business, finance and accounting. In 2024, more than 20,100 people registered to join policy and advocacy webinars and in-person events. We published five regular issues and two special editions of our digital magazine, INTHEBLACK, covering a range of accounting, finance and career trends for business professionals, as well as specialist publications such as Tax News and INPRACTICE, which offer news and industry insights for members working in public practice in Australia and New Zealand.
Coming together to serve members
This has been an exciting first year in the role of CEO. I look forward to continuing to foster innovation to improve the member experience, from rolling out digital designation badges that provide instant recognition, to developing a mobile app that will integrate CPA Australia’s resources and provide a personalised touch-point for members.
I’d like to express my sincere gratitude to Professor Dale Pinto FCPA, President and Chair, and the entire Board for their guidance. I also thank the ELT and all of CPA Australia’s employees for the energy and enthusiasm you bring to work each day. Finally, I’d like to thank our members for placing your trust in CPA Australia as your professional body. One of the most gratifying aspects of the role has been the opportunity to meet so many members from around the world. I’m inspired by the stories you have shared with me and I’m excited to be part of the next phase of CPA Australia.