Unlocking your business’s potential: Why a tech-savvy accountant matters

When you think about accountants, your mind might immediately jump to tax prep or compliance paperwork. Those tasks are certainly part of the picture, but the accounting profession is rapidly evolving. It’s left the old calculator stereotype in the dust. Today’s accountants are transforming intro strategic advisors, equipped with the technology to help small businesses thrive. 

The 2025 Intuit QuickBooks Accountant Technology Survey captures the pulse of this pivotal shift across the accounting industry and how this might benefit you as a client. It demonstrates why accountants are so important to small business success—and, most importantly, why small business owners need to pay attention to the trends shaping the future of accounting. 

Strategic advisors are driving big wins

Accountants aren’t just number crunchers; they’re partners in strategy and growth. The survey reveals a major pivot in the accounting world, with professionals moving away from spending a majority of their time on compliance work to focus on strategic advisory services that can make a real impact on business outcomes. 

Why does this matter for small businesses?

Because the accountant you hire isn’t just balancing books. They’re helping you plan for the future, grow your revenue, and tackle problems in smarter ways. Here’s what accountants are reporting in 2025:

• 94% of accountants predict increased strategic advisory work will boost firm revenue, and much of that growth comes from helping their clients grow as well. 
• 89% say this shift will expand their client list, meaning more businesses are recognizing the value of advisory services.

By partnering with an accountant who can take the stress out of compliance tasks (like tax filings) and offer proactive, strategic advice, small businesses can focus on growing their operations and achieving long-term success. Look for an accountant who brings both types of expertise to the table. 

Tech tools are redefining accounting

Tech integration is at the heart of what’s driving this industry shift. Accountants are adopting tools like AI, automation, and cloud accounting software to slash time with compliance and focus on higher-value advisory tasks. Nearly all accountants surveyed (95%) say automation tools alone are boosting their productivity and improving client service. 

Why is this good news for small businesses? As your accountant’s technology gets smarter, your business benefits, too. Specifically: 

• AI adoption: Accountants are using AI and data visualization tools to offer real-time financial insights, forecast revenues, and even develop customer tax strategies tailored for your business goals.
• Efficiency gains: Accountants report improvements across the board with automation, including productivity boosts (97% report this) and time saved for their staff—benefits that trickle down to you as their client. 
• Standardized workflows: More firms are pushing for streamlined tech stacks across their teams and clients, aiming to improve consistency, accuracy, and client satisfaction. While the idea of standardizing workflows might sound overwhelming at first, don’t let it scare you. This shift is designed to make things easier for everyone, including you. 

Small businesses with accountants are 73% more likely to report good financial health

Still wondering if an accountant truly makes a difference? Data from the January 2025 wave of the quarterly Intuit QuickBooks Small Business Insights survey highlights just how much of an edge accountant-powered small businesses have.

Here’s what sets businesses with accountants apart from those without:

1. More innovation and digital adoption

Small businesses with accountant support are leading the pack when it comes to leveraging technology:

• They were 59% more likely to report using AI at least weekly, embracing smarter workflow and automations. 
• They were 28% more likely to self-identify as early adopters of digital tools, helping them stay ahead of the competition. 
• They were 55% more likely to report online sales have been increasing—proving digital tools aren’t just flashy; they’re helping businesses grow.

2. Workforce expansion is more likely 

Hiring and retaining top talent is crucial for small business success, and companies working with an accountant are investing in their teams. 

• They were 59% more likely to report planning to grow their workforce.
• They were 75% more likely to report plans to expand employee benefits, and 58% more likely to be planning pay increases.

Accountants can help small businesses navigate these growth investments through budgeting, forecasting, and smarter financial planning. 

3. Stronger financial health

Perhaps the biggest edge accountants offer is helping small businesses achieve and maintain financial confidence:

• Small businesses with accountant support were 73% more likely to report they’re in good financial health.
• They were more likely to be confident in securing financing when needed, with 72% expecting success compared to just 58% of their accountant-less peers. 
• They were also 45% more likely to report improved overall productivity.

Accountants are key advisory partners in the race for growth

The 2025 Accountant Technology Survey highlights the expanding role accountants are playing beyond finances. As small businesses tackle increasingly complex challenges—from managing a growing number of apps on different platforms to developing strategies for scaling—accountants are stepping up to offer invaluable support. 

Accountants are helping businesses like yours navigate:

• Tech adoption: Guiding software implementation, training, and recommending tools tailored to your business. 
• Business planning: Helping clients craft strategies for growth, manage staffing costs, and adapt to industry changes. 
• General advice: From hiring to operational improvements, accountants are becoming trusted advisors for big-picture challenges.

The stakes are rising, with the competition for high-value advisory clients expected to surge. Nearly 8 in 10 accountants anticipate more competition for these clients in the next 12 months. For small businesses, this means accountants with the best tools, insights, and track records are going to be in high demand. To stay competitive, you’ll want to secure the expertise of a forward-thinking, tech-savvy advisor before they’re booked and busy.

Take your business to the next level

Whether you’re looking to improve efficiency, plan for growth, or navigate new technologies for success, today’s accountants can serve as your most valuable partners. 

Don’t just hire an accountant for tax season. Hire one to inform a smarter business strategy, improve your operations, and build a foundation for longevity. 

With smarter tools and proven expertise, accountants can help you chart your path to success. The question isn’t why hire an accountant—it’s why wait?

Methodology

Intuit QuickBooks Accountant Technology Survey

Intuit commissioned an online survey in April 2025 of 700 accounting professionals throughout the US, all aged 18+. Forty-seven percent are aged 28-43, 26% are 44-59, and 21% are 18-27. Thirty-six percent own an accounting or bookkeeping business and 64% are employed as accountants or bookkeepers within a firm. Among these participants, 24% work in larger firms with more than 100 employees, and 76% are part of smaller firms that employ between 0 to 99 individuals.

Half of respondents (52%) are male and 47% are female. Percentages have been rounded to the nearest decimal place, so values shown in data report charts and graphics may not add up to 100%. Responses were collected using Pollfish audience pools and partner networks with double opt-ins, random device engagement sampling, and post-stratification based on census data to ensure accurate targeting and results. Respondents received remuneration.

Intuit QuickBooks Quarterly Insights Survey

This report also incorporates findings from the Intuit QuickBooks Small Business Insights Survey, an ongoing international quarterly survey that has tracked small business health, trends, and priorities since September 2021. The analysis included here focuses on the January 2025 wave of the survey, which gathered responses from 2,487 US small businesses with 0-100 employees.

For this analysis, small businesses were segmented into two groups based on their answers to the question, "Does the business currently have support from a qualified accountant?" Comparisons between businesses with accountant support and those without were used to identify trends and insights about the impact of accountants on business outcomes.

All findings presented in this report are statistically significant, ensuring that the results reflect genuine relationships and are highly unlikely to have occurred by random chance. This guarantees the reliability and validity of the insights provided.