Based on a qualitative interview study we trace the development of the management accountant role at the Swedish Social Insurance Agency (SIA). As of 2012 the SIA has begun to reform itself in order increase customer trust by among other things introducing and implementing Lean as its new operational strategy. The management accountant role at the operative level has followed suit and has now developed into consultative coaching while other groups such as specialists and teams, also at the operative level, have begun to perform management accounting tasks. The present study bears thus witness of the expansion of available roles to the management accountant as well as the hybridization of other groups and professions who now perform the management accounting function along management accountants.