Matthew Pearson has always been a creative and driven visionary. For years, he served as an Executive Director in the Christian camp and recreation industry, a role he cherished. However, he felt a deeper calling to bring value to the marketplace by building ethical and transformational relationships with business owners. This conviction inspired Pearson to leave his position and establish a business coaching firm.
Pearson’s coaching firm quickly gained recognition as one of the nation’s premier entrepreneurial resources. Working with over 40 business owners weekly, Pearson helped transform businesses by offering strategic insights and practical solutions that enabled them to thrive in competitive markets.
During this time, Pearson worked closely with his CPA, a trusted advisor and longtime friend to make sure Pearson was above reproach when it came to reporting. A pivotal moment came when Pearson sought guidance on whether his new car, primarily used for business purposes, should be owned by the business or personally. While his CPA provided general advice on mileage and expenses, he admitted that more nuanced tax strategies were beyond his expertise, suggesting Pearson consult a tax attorney. This transparency impressed Pearson and led him to explore deeper, proactive tax strategies.
It was shortly thereafter that Pearson connected with Edward Lyon, a tax attorney with a unique vision. Lyon recognized that while most CPAs excelled at compliance and reporting, few were trained in proactive tax strategies specifically designed for business owners. This gap inspired Lyon to create educational programs and tools that equipped CPAs and tax professionals to help their clients maximize the benefits of the tax code—legally, ethically, and creatively.
Lyon’s career trajectory is as impressive as it is diverse. After earning his bachelor’s degree from Hamilton College, he worked on Capitol Hill for Representatives Jack Kemp and Dick Cheney, gaining firsthand knowledge of how tax policies are crafted. His time with Kemp during the landmark 1986 Tax Reform Act gave him a unique perspective on how the tax code can create opportunities for taxpayers.
Returning to Cincinnati, Lyon earned his law degree from the University of Cincinnati, serving as Executive Editor of the Law Review. He went on to work for Merrill Lynch and Ohio National Life Insurance, where he noticed a consistent lack of effective tax planning among financial professionals. In 2005, Lyon fully committed to transforming the tax industry by founding TaxCoach Software (now Tax Master Network), a platform that introduced proactive tax planning to thousands of CPAs and financial advisors.
Known for his engaging and humorous approach to simplifying complex tax topics, Lyon earned the nickname “the funniest tax guy in America.” He has appeared on national television networks like CNN, Fox News, MSNBC, and CNBC, and even made a guest appearance on The Roseanne Barr Show.
As one of Lyon’s biggest supporters, Pearson often referred his coaching clients to him. Working together, Pearson realized that while business coaching was impactful, the tax strategies Lyon offered were transformational. By combining Pearson’s offensive business strategies with Lyon’s defensive tax planning techniques, the pair helped hundreds of clients achieve remarkable financial success.
In 2016, Lyon’s training and coaching programs were acquired, allowing him to focus exclusively on education and community-building within the tax and business professional sectors. Meanwhile, Pearson began partnering with CPA firms trained by Lyon, establishing himself as the vital link between proactive tax planning and entrepreneurial success.
By 2022, after selling a successful marketing and coaching firm with revenues exceeding $100 million annually, Pearson launched Excel Empire. Inspired by 2 Corinthians 8:7 (“to excel in the grace of giving”) and Matthew 6:33 (“seek first the Kingdom of God”), Excel Empire became a mission-driven company focused on equipping business owners to succeed financially and spiritually.
In 2023, Pearson and Lyon reunited to expand Excel Empire’s offerings, launching the Certified Tax and Business Advisor (CTBA) program, a comprehensive training course equipping CPAs and advisors with signature proactive strategies. The inaugural CTBA training in 2023 attracted over 100 advisors, cementing Excel Empire’s reputation as a leader in tax education and business planning.
Excel Empire’s methodology combines Pearson’s entrepreneurial expertise with Lyon’s tax strategies, providing business owners and their CPAs with tools to grow, plan proactively, and achieve long-term success. Their flagship Crown Program offers exclusive, personalized attention to a select group of business owners, allowing Pearson and Lyon to deliver unparalleled service and insights.
In 2024, Excel Empire introduced XTRA (Expert Tax Reduction through Accounting), a subscription-based service designed to make tax reduction through clean, accurate accounting accessible to all business owners. “XTRA ensures that any business owner, regardless of size, can leverage proactive tax strategies to grow their business at an affordable subscription price,” says Pearson.
Excel Empire stands out not just for its innovative approach to tax planning but also for its commitment to ethical and mission-driven practices. “Far too many entrepreneurs think that hiding or not reporting income is the only way to reduce taxes,” Pearson explains. “In fact, Congress designed the tax code to allow for proactive planning. That’s why what we do is so effective—and why so many CPAs, business owners, and advisors seek out Excel Empire’s experience and expertise.”
Together, Matthew Pearson and Edward Lyon, alongside their professional team, continue to empower business owners and tax professionals to build thriving businesses, retain key employees, and contribute meaningfully to their communities. Excel Empire’s mission is clear: to help businesses legally, ethically, and morally reduce tax burdens while creating a legacy that extends beyond the marketplace into eternity.
