Propense reads your time and billing, your CRM, and your firm's history of client work. We surface the next service every client needs, the BD angle a partner can actually use, and the moments worth acting on. The clients you already have become the most reliable pipeline you have.
Propense was designed for the size and complexity of IPA Top 100 and Top 200 firms - but it works for any firm with enough clients that no one partner can see the full picture.
$100M+ revenue firms with thousands of clients across multiple offices, service lines, and industry verticals.
$25M-$100M firms with a strong audit and tax base, growing into CAS, advisory, transaction work, and niche services.
Firms focused on R&D credits, transaction advisory, valuation, ESG, or industry-specific advisory.
The fastest growth lever is sitting in plain sight: the existing client book. Most firms still grow by hiring laterally and hoping cross-sell happens organically. Meanwhile, the clients you already have are sitting on millions of dollars of un-pitched CAS, R&D, transaction advisory, SALT, and risk work.
The cross-sell gap inside top firms isn't a sales problem. It's a visibility problem. Partners can't see across each other's books. Service lines can't see across industries. Market triggers pass without anyone connecting them to specific clients. Propense closes that gap.
Find advisory, CAS, R&D, transaction, and SALT revenue hiding in clients you already serve. Ranked by propensity and potential fees.
Market events and client signals that mean a client is in-market right now - acquisitions, executive moves, financing rounds, regulatory shifts.
Run the same intelligence on your prospects. Identify the firms that look like your best clients and the service to lead with on each one.
Daily Hatfield partner briefs, one-click outreach drafts, partner-ready briefs surfaced inside your CRM. The intelligence reaches the partner.
Eight of the highest-impact use cases firms are running on Propense today. Each one mapped to a service line, ranked by propensity, and surfaced with the BD angle a partner can act on.
The biggest growth opportunity at most firms. Propense identifies tax and audit clients whose business complexity, headcount, growth rate, and systems profile match the firms already buying CAS engagements - then ranks them by readiness and potential fees.
Every client with engineering, software development, product design, or process improvement spend is a candidate. Propense surfaces clients with the operational signals that match credit-eligible activity and the Section 174 capitalization profile.
Audit relationships are the largest untapped advisory funnel at most firms. Propense identifies audit clients whose growth, M&A activity, IPO trajectory, or operational complexity signals readiness for valuation, risk advisory, or transaction work.
Clients expanding into new states, hiring remote workers, or scaling e-commerce often have multi-state exposure that has gone un-reviewed. Propense flags clients with nexus risk signals and pairs them with the SALT partner.
Clients showing signals of an upcoming sale, acquisition, or financing event are the highest-stakes opportunities your firm has. Propense detects these signals in real time and matches them to the right transaction partners.
Public-facing clients, supply chain-exposed clients, and clients under regulatory pressure (CSRD, SEC climate rules) are candidates for ESG assurance, sustainability strategy, and reporting engagements.
Clients with breach history, expanding tech surface area, financial services regulation exposure, or data-heavy operating models are ready for cyber assessments, IT audits, and ongoing risk advisory.
For firms with private client services or wealth practices, the executives at your business clients are some of the best wealth prospects you have. Propense surfaces the high-confidence individuals to introduce to your private client team.
Read how IPA Top 100 and Top 200 firms are using Propense to surface cross-service opportunities, equip partners with data-backed insights, and build cross-selling into the daily rhythm of the firm.
Aprio gained a clearer view of cross-service opportunities across its client portfolio. By analyzing engagement data and service history, Propense identified where clients were only using a small portion of the firm's nearly 350 service offerings - surfacing opportunities for partners to expand relationships, engage additional economic buyers, and bring more relevant services into client discussions.
Read the case study →LBMC introduced a data-driven approach that helps surface high-value opportunities at scale and encourages the right professionals to collaborate around each client's evolving needs. The result is a more proactive, firm-wide process for expanding relationships and delivering comprehensive client service.
Read the case study →With Propense, the firm can now analyze its time and billing data to uncover clients with new business opportunities and bring data-driven insights into BD conversations - turning cross-service into a routine, not a one-off effort.
Read the case study →KLR refined its engagement hierarchy to create a clearer, more granular understanding of every client relationship - so partners can better anticipate client needs and bring the right team into each conversation at the right time.
Read the case study →Sensiba is rolling out a phased, adoption-focused approach designed to build confidence and encourage consistent use. Guided practice sessions and real client use cases help teams apply insights in their day-to-day work and collaborate more effectively across the firm.
Read the case study →We reviewed cross-selling performance across firms that have been using Propense for a year or more. The results point to a clear pattern: firms using Propense are identifying more client opportunities and realizing measurable improvements in cross-selling outcomes.
Everything Propense does sits on top of your existing systems. No data migration, no replacement of the tools your firm runs on today.
Read time and billing, CRM, marketing automation, and external market data with no migration.
Fill the gaps in client revenue, headcount, ownership, and firmographic data automatically.
Six propensity models including service recommendations, market triggers, and warm-intro paths.
The Propense workspace where partners see clients, prospects, recommendations, and the journey ahead.
Recommendations and BD briefs appear directly inside your CRM, on every client and prospect record.
Daily partner briefs surfacing client news, thought leadership pairings, cross-sell opportunities, and ready-to-send research reports.
Take your top prospects through the same propensity engine that powers your client recommendations. Identify the best path to winning the business and surface where each first service can lead next.
Book a 30-minute evaluation. We will put a sample of recommendations together on a slice of your firm's clients before we even meet, so you can see what we would surface before committing to a longer conversation.