CEO's report

Chris Freeland AM
CEO

 

2025 was a highly successful year for CPA Australia that saw us deliver on key initiatives and make significant progress on important projects that position our members for long‑term success.

We enhanced the digital experience for members, strengthened our media presence through thought leadership, delivered major online and in-person events and advanced our education programs.

I’m buoyed by the fact that our membership has grown to 176,327 worldwide, including 10,649 new members in 2025. Retention among qualified members remained strong at 96.9 per cent. These results reflect the trust members place in CPA Australia and the momentum we are building.

The Board and ELT maintained a clear focus on improving member value and services. This focus was reflected in the October member engagement survey, which showed positive results across several key metrics. Overall member satisfaction increased to 6.90 out of 10, the effectiveness of external engagement was rated at 7.09 out of 10.

Strengthening the CPA Australia brand

The momentum is growing on the back of our ‘CPA – Three letters to limitless’ brand campaign that launched at the end of 2024 and continues to resonate. The campaign showcases the breadth of opportunities available through a career in accounting and reinforces the relevance of the CPA designation in a rapidly changing professional landscape.

The campaign is underpinned by a refreshed and dynamic brand expression, including a vibrant colour palette now visible across our events, digital platforms and merchandise.

CPA Australia also maintained an active media presence to engage members and the public on policy, economic and accounting issues.

Our informed advocacy helps build on our credibility as one of the world’s largest accounting bodies representing the voice of the profession and the public interest.

Recognising achievement and professional excellence

We proudly recognise the academic and professional achievements of our members through our Member Recognition Ceremonies. In 2025, we hosted 47 ceremonies across our global network. More than 5,350 individuals advanced to CPA status, 1,147 members attained the FCPA designation, and over 380 earned a public practice certificate. We also honoured 4,176 members who marked membership anniversaries of 30 years or more, including those celebrating 70 and 80 years of membership.

Connecting members through technology

Our most significant digital milestone in 2025 was the launch of the CPA Australia Mobile App in October. Exclusive to members, the app delivers a more personalised digital experience, providing access to content and resources tailored to individual interests, location and professional goals.

The app has already demonstrated strong uptake, and represents an important step in how we engage with members in their professional journeys. There will be further enhancements to come in 2026.

Investing in capability and careers

Education and training remain central to the value we provide members. In 2025, more than 41,000 CPA Program exams were delivered across two semesters. We continue to invest in developing future accountants through the CPA Program, targeted professional development and expanded membership pathways.

We also commenced the Learning Evolution Program, a major multi‑year initiative to enhance the learner experience. This program includes a comprehensive transformation of the CPA Program to ensure it remains contemporary and aligned with the evolving demands of the profession, including Artificial Intelligence (AI), data and analytics, cyber and sustainability. Strong progress was made during 2025, with further advancement planned throughout 2026.

Sharing knowledge and insights to support career progression

We offer a broad range of professional development opportunities designed to support career progression and build interdisciplinary capability. These include flexible micro‑credential courses focused on skills highly valued by employers, such as ethics, risk management, strategic business partnering and ESG.

Rapid technological change continues to reshape the profession. In response, we expanded our offerings on emerging technologies, including AI and machine learning, helping members understand their practical application and benefits. 

Our global mentoring program remains a cornerstone of professional development.

In 2025, 755 mentor–mentee pairs participated, supporting skills development, knowledge sharing and reciprocal learning.

We continue to invest in initiatives that attract people to the profession. These include participation in careers expos, the Member Ambassador program, in which experienced professionals visit schools and universities, and the development of flexible pathways for professionals from adjacent industries. Key initiatives include the Academic and, Experience-based and Executive Leadership pathways that support entry into the CPA designation.

Partnerships with international universities further enable the delivery of high‑quality education worldwide.

Across our international network, we delivered conferences and events that enhance the value of the CPA designation.

In 2025, our flagship professional development event, CPA Congress, combined a virtual program with international in‑person conferences in the Gold Coast and Kuala Lumpur. With multiple sessions delivered by members, industry experts and international leaders, Congress attracted more than 9,000 delegates overall.

We also continue to build member value through our podcast channel, which now has more than 15,000 followers, and through INTHEBLACK magazine. In 2025, INTHEBLACK delivered 10 digital editions, including two special print editions.

To connect with the next generation of accountants, we increased our social media activity across TikTok and Instagram and now have more than 636,000 followers. Likewise, ongoing engagement through CPA Member Connect has seen growth in that community with more than 38,740 logins in 2025.

Advocacy for members

CPA Australia remains committed to advocating on behalf of members, the profession and the public interest. In 2025, we maintained impactful external engagement with representatives from across the organisation contributing to discussions on issues that matter most to members, including the Australian federal election, productivity, regulatory reform, taxation, small business, superannuation, and Australian and international budgets.

I also participated in discussions contributing to the Treasurer’s Economic Reform Round-table, promoting CPA Australia’s policy positions on easing business costs, attracting investment and improving national competitiveness.

Internationally, we participated in and hosted, major conferences and policy forums, including CIFTIS in Mainland China, the WFOA forum in India, the Future Focus Conference in New Zealand and the Hong Kong Executive Forum.

We also convened a range of important stakeholder forums, including the Tax Forum, Sustainability Forum, ASEAN Academic Forum, public practice roadshows and CPA Week in Perth. These forums inform our policy positions and draw on the expertise of members through divisional councils, committees, discussion groups and CoEs.

In 2025, CPA Australia made more than 90 policy submissions across areas including taxation, superannuation, financial reporting, ESG, digital transformation and economic policy.

Members also contributed to our annual in-depth research publications, including the 16th Asia‑Pacific Small Business Survey and the Business Technology Report, which provide crucial data on topics like technology adoption, revenue growth and small business challenges across key markets in the Asia-Pacific region.

Continuing the journey

Over my first two years as CEO, CPA Australia has made significant progress, and I’m excited to continue driving innovation that enhances the experience of our members.

With AI transforming the profession, I envision CPA Australia playing a leadership role in the responsible and effective adoption of AI, both to empower our team and equip members with the skills they will need as the profession evolves.

I would like to extend my sincere thanks to Professor Dale Pinto FCPA, President and Chair, along with the entire Board, for their leadership and support. I’m also grateful to the ELT and all CPA Australia employees for the commitment, energy and passion you bring to your work each day.

Finally, I thank our members for the confidence you place in CPA Australia as your professional body. One of the most rewarding aspects of this role has been the opportunity to connect with members across the globe. I am continually inspired by the stories you share. As we celebrate our 140th anniversary in 2026, I am proud to be part of the ongoing journey of CPA Australia.