7 insights for firm growth, efficiency and a competitive edge

As tax professionals face increasing demands for strategic insight, technological fluency, and client advisory support, 2025 marks a shift in how firms adopt, integrate, and capitalize on digital tools.

Intuit’s 2025 Accountant Tech Survey uncovers how firms are navigating this evolution, revealing trends that illuminate where the profession is headed and what it takes to stay ahead.

Key findings at a glance

• 79% of firms anticipate a 38% surge in advisory services—expected to drive increases in revenue, client base, and satisfaction.
  
• 85% believe failing to adopt new tech could hinder their firm’s growth.
  
• 81% report productivity gains from AI adoption; 46% already use it daily.
  
• 98% see clear benefits from a standardized tech stack.
  
• 83% agree that outsourcing enhances a competitive advantage over other firms.
  
• 75% increased their focus on tech skills in hiring.

Take a look at 7 findings from the survey.

Finding 1: Strategic advisory rises as the new core

Tax accountants are redefining their role—pivoting from compliance-focused work to high-value strategic advisory. Nearly 8 in 10 firms expect advisory services to increase over the next year, with 94% projecting revenue growth and 89% anticipating client list expansion as a result.

“This isn’t just a shift in workload. It’s a shift in identity—accountants are becoming architects of business growth.”

Firms report that tech is enabling this transformation:

• 55% say it boosts project efficiency.
  
• 54% cite deeper insights through analytics.
  
• 48% are automating compliance tasks.

Action items:

1. Identify your advisory sweet spot. Think about your firm’s strengths and the types of clients you can best serve. 
2. Effectively market your firm’s advisory services by establishing external thought leadership (through blogs and social media, for example) and by selling expanded offerings to existing clients.
3. Fill your firm with the right clients—those who open their books and enthusiastically embrace strategic advisory as a growth opportunity.

Finding 2: Technology—the double-edged sword for growth

Firms juggling an average of eight different apps are caught between digital opportunity and operational friction. Challenges such as siloed tools, redundant data entry, and high subscription costs persist.

Still, firms are clear on the path forward:

• 85% say failing to adopt new tech could stifle growth.
  
• 89% want better integration of existing solutions.
  
• Top growth goals: Attracting new clients (56%), landing higher-value clients (51%), and expanding advisory offerings (43%).

Action items:

1. Stay current on the latest tech offerings so you don’t get left behind or miss important growth opportunities.
2. Streamline your tech stack where possible, such as by integrating your CRM, client portal, and practice management software.
3. Audit your existing subscriptions to trim the fat where you can, freeing up budget for cutting-edge tools.

Finding 3: AI and automation—game–changers in practice operations

Despite declining tech budgets, investments are shifting toward automation and AI:

• 95% report automating at least one task.
  
• Top areas: payroll (47%), accounts payable/receivable (46%), and data entry (43%).
  

The business case for AI is strong:

• 81% report increased productivity.
  
• 86% say AI reduces mental load.
  
• 93% use AI for advisory support, from tax strategies to real-time client insights.

Action items:

1. Reframe your mindset. AI isn’t just for “tech people;” it’s for everyone.
2. Look for low-hanging fruit that can be automated easily, such as taking meeting notes or managing payroll.
3. Use AI to make complex tasks—such as strategic advisory and financial analysis—more efficient and achievable.

Finding 4: Digital unification—streamlining for scale

While most firms struggle with technology, the push for standardization is clear:

• 98% say a unified tech stack improves accuracy, scalability, and client satisfaction.
  
• 61% believe firms should sever ties with clients unwilling to adopt core platforms.

Action items:

1. Analyze your current tech stack. Are there opportunities for automation or unification? Could you trade in generic tools for specialized solutions built for the tax industry?
2. Find tools that combine to create a single source of truth.
3. Create a standardized onboarding and education process to encourage clients to embrace modern platforms—and consider ending relationships with those who don’t.

Finding 5: The client tech gap—a new advisory frontier

Clients increasingly look to accountants for tech leadership:

• 62% need help managing technology.
  
• 57% seek guidance on software implementation.
  
• 83% of firms say their highest-value clients are more tech-forward.
  

As client competition heats up—79% expect rising advisory competition—firms that lead with tech will have the upper hand.

Action items:

1. Recognize that many of the platforms that are second nature to your team are foreign to your clients. That’s a business opportunity for your firm.
2. Assess how your clients are currently using technology, as well as gaps in their knowledge and processes that your firm could fill.
3. Incorporate technology management into your strategic advisory service offerings.

Finding 6: Outsourcing as a strategic advantage

Outsourcing remains a key lever for growth:

• 80% of firms outsource key functions, including tax prep, reporting, and ledger management.
  
• 83% say outsourcing boosts competitive advantage.
  
• 63% plan to increase outsourcing over the next year.

Action items:

1. Identify tasks, such as low-complexity tax prep, that can be easily outsourced to save time and effort.
2. Proactively prepare materials to increase clients’ and employees’ comfort with the idea of outsourcing.
3. Create a detailed workflow plan. Decide in advance which files you will outsource, how they will be transmitted and protected, how you will communicate with stakeholders at the outside agency, and how you will meet deadlines together.

Finding 7: The talent challenge—tech-savvy hires wanted

Recruitment challenges persist, especially for candidates with 1–5+ years of experience. Only 28% of firms feel their current training fully meets tech needs, but 75% are increasing their focus on tech skills during hiring.

Action items:

1. Understand what tech-savvy, early-career professionals want. Millennial and Gen Z workers have different values, priorities, and customs than older generations.
2. Make your firm attractive to these hires by embracing technology and offering flexible and/or remote working arrangements with clear paths for growth.
3. Clarify your “why.” Carving out a niche for your firm—whether it’s serving a specific population or offering a local alternative to faceless mega-brands—helps attract high-quality talent.

The future is tech-enabled and advisory-driven

The tax and accounting profession is undergoing a transformation driven by AI, automation, and digital advisory. The firms that embrace standardized tools, upskill their teams, and expand their role as tech advisors will emerge as strategic partners for modern businesses—and stand at the forefront of a more scalable, profitable future.

About the research

This white paper is based on Intuit’s 2025 Accountant Technology Survey of 700 U.S. accounting professionals, conducted in April 2025. It includes professionals from small and large firms, and captures perspectives on technology adoption, client needs, recruitment, and strategic priorities.