What business owners really want from their CPAs

In 2025, the role of the CPA is undergoing a quiet but powerful evolution. Business owners are no longer looking for a once-a-year tax preparer — they want a proactive, tech-enabled partner who can help them see around corners. 

So what do business owners really want and expect from their accounting firms this year?  We've boiled it down to three key attributes:

1. Reducing friction through online platform support and integration. In the old accounting world, there was often lots of friction associated with information-gathering — accountants would need and request last year's tax return, cash flow statements, balance sheets, income statements and much more. For the client, gathering all of these records was an arduous and time-consuming task, with the average business spending about 24 hours on document collection and preparation.

We know that today's businesses expect accounting firms to embrace modern technology, but what is most critical is robust accounting software that serves as an online platform for accountants to easily and directly access these records on their own. Ideally, an accounting firm will help their business client choose and implement the right online platform for them, as well as lend a hand in all of the up-front work that goes into it, including data migration, employee training and testing and quality assurance.

Online accounting platforms are especially helpful in two ways. First, businesses can give their accountants direct access to the platform so they can easily tap into records as needed. With these direct insights, accountants can be more proactive in identifying potential trouble spots as well as adjusting strategies now to reduce tax impact later. 

Going a step further, businesses can leverage open APIs to seamlessly exchange information between their online accounting platform and other systems — say, a Shopify app; a payroll system like Gusto, ADP, Paychex or Rippling; or a construction job-costing platform like Procore or Buildertrend. This makes the retrieval of financial records even easier and more accurate for business clients. Simply put, open, online platforms — between businesses and their accountants, as well as between businesses' various systems — are the way of the future.

2. Demonstrating tangible, AI-driven value. Accounting firms leveraging artificial intelligence isn't really a new concept and business clients have come to expect it. According to one recent survey, 98% of accountants and bookkeepers say they've used AI to help their clients and their businesses. Accounting firms of all sizes rely on AI to handle mundane tasks like data summarization and analysis, audit reviews, and much more, freeing up accountants to serve as strategic advisors.

However, the real magic happens when clients can see directly how firms' use of AI optimizes their tax exposure while increasing quality and speed of service and reducing accounting fees. One new study found that accountants using AI support more clients per week and finalize monthly statements 7.5 days faster than those using traditional methods. Additionally, research shows that implementing AI solutions can reduce client costs by over 20% on average. Increasingly, businesses want accounting firms that not only leverage AI towards the nebulous goal of "increasing efficiency," but actually demonstrate hard, bottom-line ROI on the client side.

3. Communicate, communicate and communicate some more. We hear over and over from business clients how much they prioritize and value prompt and proactive communications with their accounting firms. Surveys show that only 48% of clients are fully satisfied with their accountant, with many pointing to disjointed communications as one of their biggest frustrations.

Clients should never be waiting more than 24 hours for a response — that is a given. But clients also have an expectation for their accountants to communicate proactively, giving plenty of "heads up" time on key dates. For example, the S corp tax deadline is usually March 15 for most taxpayers. In this case, an accounting firm should be communicating with clients well in advance — say, January 15 to February 15 — to give the clients a minimum 30-day window.

Other forms of content like webinars, blogs and podcasts can also help educate and alert clients en masse. Over-communication is key for an accounting firm to cover all its bases and ensure its clients — who are likely and understandably focused on other, more immediate things besides taxes — are always in the loop and one step ahead.

Other experts may have their own opinions regarding what constitutes the "modern-day accounting firm." In our view, reducing friction through technology, deriving and delivering real, hard-hitting client value from AI, and constant communication are the traits that will set accounting firms apart in 2025 and beyond.