Attract new members through unrivalled offerings

Lucinda Milsom CPA, Senior Management Accountant, TAFE NSW (left)
Stephannie Jonovska FCPA, Head of Commercial Services and Transformation, BlueScope (right)

Performance

New members ▲ 10,649
Score of employers who would recommend CPA Australia as a designation ▼ 8.33/10
Associate satisfaction ▶ 7.28/10

Attract and develop the next generation of CPAs

Attracting new members is key to the sustainability of the organisation as older members retire and leave the profession.

New member growth increased in 2025 as we increased our activities to attract people to the profession.

Increasing intellectual and social and relationship capital through:
- engaging with students through the Member Ambassador Program
- promotion of the profession to employers, tertiary and high-school students
- attracting high-calibre Associates through a compelling content offer and experience for prospective members
- more flexible pathways for professionals to become a CPA
- being a recognised brand in the accounting profession
- strengthening member engagement through enhanced Mentoring Program offerings that deliver mutual value and encourage continued participation and contribution.
- Engaging with prospective members through multiple channels, supported by more tailored and relevant content and our brand strategy
- Expanding the Student Ambassador Program through a targeted roll-out to priority universities via peer to peer activity and student-led social content
- Continuing to develop the Member Ambassador Program, creating one global approach
- Pursuing growth opportunities within Australia and internationally
- Expanding the Global Mentoring Program to include an on-demand pilot, increasing member access to short term mentoring opportunities while broadening mentor participation
- Delivering more flexible pathways to join, and to become associated with, CPA Australia.

CPA Program and certification

The CPA Program is a comprehensive postgraduate education program designed to provide candidates with a thorough grounding in accounting, finance and business knowledge.

In addition to technical skills, it focuses on strategy, leadership, ethics and governance.

It aims to develop agile and future focused accounting professionals who are ready to meet the challenges of a changing business world.

Increasing intellectual and social and relationship through:
- investment in the Learning Evolution Program
- delivering a high-quality CPA Program
- providing CPA Program candidates with knowledge tailored to the needs of business.
Financial capital is impacted both positively and negatively:
- positively, through revenue generated from CPA Program fees
- negatively, through the investment required for the Learning Evolution Program.
Progressing the Learning Evolution Program including:
- beginning the test and learn phase to create a best-in-class digital-first offering
- implementing a new Learning Management System to improve the learner experience
- re-design of the foundation program to attract new members and to enable success in the CPA Program.

Sustainable development goals

Sustainable Development Goal 4 - Quality education

Loading component...