One of his main tasks, and perhaps his toughest, will be to get consumers to recognize the firm as more than just a tax prep chain.

"We're looking at how we can broaden our tax clients' perspective of who H&R Block is," Yabuki said.

In his new role, Yabuki will lead the tax business units branded under the Block name, including the company's domestic and international retail business, software and online tax services. He will also be responsible for aligning the delivery of financial services with the needs of Block's tax client base.

Yabuki likened Block's effort to break out beyond tax prep in the eyes of the public to the struggle facing many accounting firms to show clients that they don't only do audit and tax work.

"It takes time to get clients to understand that they can get it all in one place," he said.

The firm has its sights set on becoming a one-stop shop for Middle America, which Yabuki says is "a highly underserved market."

"Our clients are people who are not going to go to upper end money managers, but who need help," with their finances, he said. Block serves 22 million customers worldwide, with 16 million in the U.S.

Block embarked on its strategy to integrate financial services, including investment advice and products, such as mortgages, into its business last year. As part of that strategy, the firm acquired Olde Financial Corp., parent company of discount broker Olde Discount Corp.

The firm currently has 95 financial service centers, and is working to convert the remaining Olde offices into Block financial service centers by the first of the year.

And by the way, don't expect to see the American Express alum, who served a short stint as president and chief executive officer of AmEx's accounting firm rollup outfit, Tax & Business Services Inc., prior to joining Block, getting involved in the firm's accounting firm consolidation strategy.

Yabuki said he'll focus only on the Block-branded businesses. Block's consolidation arm is branded under the RSM McGladrey moniker.

"My responsibilities are limited to our retail domestic core tax business," he told SmartPros.

-- By Melissa Klein

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