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Growing your accounting firm? Let your clients lead the way

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As accounting firms actively prepare their clients for the future, planning for the next phase of growth is always top of mind. 

Whether through expanded services, industries or markets, most firms will prioritize growth as part of their strategy for the year ahead. 

But as accounting leaders have seen over the past few years, a changing environment makes it all the more challenging to place your big bets. But there is one area you can safely bet your strategy on: your clients. 

What I’ve learned throughout my career first as a small-business owner, and now as a chief customer officer serving small and midsized businesses and accountants, is that clients hold the insight into where you should be investing, shoring up or expanding offerings. 

In fact, a customer-first approach to growth helps remove distractions or areas of uncertainty, so you can focus on what will move the needle, and add value to the clients you have and want to have. Here are three ways you can do that. 

1. Deepen connection through authentic communication

As a firm leader or business owner, it’s important to have a pulse on your financials and key metrics that can help you make decisions. Today, businesses have access to real-time dashboards that offer significant value. But when I was running my small business, some of my most powerful “business intelligence” insights didn’t come from a dashboard — but from a direct dialogue with my customers. 

Through those conversations, I could see what products were selling well and why, and through their questions I could see opportunities for new inventory. The same is true for your clients — whether you offer accounting, tax or client advisory services. 

  • Listen first, speak second: Listening is a superpower in business, and it goes hand in hand with empathy. It’s not about waiting for the right moment to make the sale; it’s about getting perspective to help you understand how to add future value. If your clients hold information close to the vest, survey them as a group to spot trends. 
  • Build community: Think of your clients like a community you serve. Look for common themes in that community that connect to your capabilities. Find areas where they can learn from each other, or common problems you can proactively help others solve. In doing so, you help build a community that clients will turn to when they need support, advice or connection. 

One of our customers, Escalon, builds client connections exceptionally well. They are a technology-forward firm and very focused on optimization, and their leaders work to align themselves closely with their clients’ lived experiences. They’ve also invested in nurturing human connections through in-person events and meetings. In driving deeper, more personal connection with clients, they are able to strengthen collaboration, and build long-term trust and loyalty. 

2. Understand and optimize the client journey

We’ve all had that experience as a buyer where we didn’t get the seamless experience we wanted. Customers (rightly) have higher expectations for service and speed every year. Taking time to understand your client’s complete journey and reduce points of friction at each step can help you improve your clients’ experience, and open the door for new ways to add value. 

  • Identify every touchpoint: Your client’s journey doesn’t begin on signing — it starts well before that, when they signal their intent or interest. Think about the complete experience your prospect will take, from identification of a need, to firm research, to initial contact and through service delivery via in-person and digital interactions. Next, document where there are delays or challenges on the client’s side that could be improved or optimized, and start a punch list to address. 
  • Streamline onboarding and communication: Many accounting firms have realized the benefit of a user-friendly client portal to ensure a single source of truth, and one homebase for document sharing, project updates and communication. In addition to ensuring your portal is seamless and easy to use, consider adding “welcome kits” when onboarding new clients and ongoing communication about what to expect, upcoming issues and your insights. It’s critical that communication is two-way, and not just a broadcast, to ensure that the client’s perspective is heard and understood throughout. 
Client Organizer

onephoto – stock.adobe.com

Understanding and optimizing the client’s journey also requires connecting different departments or disciplines within your organization. For example, at Bill we recently brought sales and marketing together to find greater alignment and streamline our engagement with SMBs and accountants through the entire customer lifecycle. 

3. Foster long-term relationships with clients

Think about the most valuable asset you have in your company. For many firms, it’s their people, their client portfolio or maybe even a best-in-class tech stack. All of those drive value in an organization, but none of them work without a critical component: trust. 

I believe trust is the most valuable asset because it’s the foundation for your client relationship and your work that safeguards a client’s business and/or ensures the reliability of our markets. Trust is hard to earn and easy to lose — it’s also the key to long-term relationships and client growth. 

  • Deliver on promises: It sounds simple, but ensure your firm shares your commitment to deliver on what you promise, show accountability for your work, and meet deadlines. No matter how small the task might be, demonstrating a say/do ratio of 1:1 will go a long way in building trust. While your firm may deliver quality strategic advice, clients will always notice the details — meetings that start on time, responsiveness in communication, or accountability when things go wrong. Demonstrate your commitment to your client’s success and make it personal. Treat your clients’ wins like your wins. 
  • Embrace change and the future: AI and automation technology will continue to change how every industry conducts business and adds value. What’s critical is that your firm doesn’t resist the future, but considers it as an opportunity to educate your clients, share valuable resources, and explore new offerings that could enhance your relationship and value. Clients want you to be thinking about what’s coming around the corner, so they have one less thing to worry about. 

Another Bill customer and one of the fastest-growing firms in the country, Aprio, is enjoying great success with this approach. As a 70-year-old firm, it focuses on a “growth mindset” at every level of the company to empower its professionals to be proactive, curious and forward-looking to better serve clients and maintain trust. For example, the firm has dedicated resources to its Aprio Firm Alliance, created for future-oriented firms to come together and discuss challenges and solutions for the issues they continually face. Alliance members are given access to professional connections, advice and the technical resources they need to overcome obstacles, seize opportunities and continue to embrace change and innovation.

Key takeaway

No matter what the quarter or year ahead will look like, when you bet your strategy on your clients, you play to win. Staying close to client needs, improving their client experience and customer journey, and elevating your partnership through deeper connections and stronger trust will position your firm to grow with new and existing clients, and be the advisor of choice in an uncertain time. 

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Accounting

AI-Driven Automation and Continuous Accounting Frameworks

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The accounting profession is undergoing a fundamental structural transition as enterprise finance departments shift from periodic month-end closes toward automated continuous accounting models. By integrating specialized machine learning algorithms directly into enterprise resource planning (ERP) platforms, chief accounting officers are transforming financial reporting from a retrospective exercise into a real-time operational asset.

The Shift from Periodic Close to Continuous Financial Reporting
Traditional accounting workflows heavily relied on manual data reconciliation, spreadsheet calculations, and multi-week closing cycles at the end of each fiscal period. In contrast, continuous accounting frameworks utilize automated software agents to process, validate, and post transactional data in real time as business activities occur.

Automated bank reconciliation tools cross-reference incoming bank feeds, invoice records, and purchase orders automatically. By resolving transactional variances instantly throughout the month, corporate accounting teams eliminate the traditional workload spikes associated with quarterly and annual closes.

Machine Learning in Audit Trails and Anomaly Detection
Advanced natural language processing (NLP) and machine learning tools are redefining internal audit and financial control environments. Automated systems analyze 100% of general ledger entries, identifying anomalous transactions, duplicate payments, and unauthorized journal entries in real time.

Rather than relying on random statistical sampling, corporate internal auditors can focus their attention on high-risk flags automatically surfaced by algorithmic monitoring platforms. This continuous risk assessment strengthens internal controls over financial reporting (ICFR) and significantly reduces fraud risk.

Evolving Roles for Accounting Professionals
As routine data entry and manual reconciliation tasks become fully automated, the skill set required for accounting professionals is shifting toward data analysis, system design, and strategic business advisory.
– Systems Governance: Accountants are increasingly responsible for monitoring algorithmic accuracy and managing data integration pipelines.
– Business Partnership: Finance professionals leverage real-time financial dashboards to advise operational leaders on margin management and working capital allocation.
– Regulatory Compliance Management: Accounting teams utilize automated platforms to ensure compliance with dynamic tax codes and international accounting standards.

Core Implementation Recommendations
1. Deploy Automated Reconciliation Tools: Integrate continuous transaction processing modules into existing enterprise ERP architectures.
2. Establish Algorithmic Governance Controls: Implement strict internal testing protocols to ensure automated accounting rules comply with GAAP/IFRS standards.
3. Reskill Accounting Teams: Invest in training finance staff on data analytics, workflow automation, and predictive financial modeling.

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Accounting

Global ESG Reporting Standards and Double Materiality Compliance

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Corporate accounting departments face expanding reporting expectations as international sustainability disclosure standards achieve regulatory enforcement across major global jurisdictions. Chief Accounting Officers (CAOs) and corporate controllers are establishing rigorous internal accounting controls to treat Environmental, Social, and Governance (ESG) metrics with the same data precision, auditability, and governance as traditional financial statements.

Regulatory Harmonization Under Global Sustainability Frameworks
The implementation of standardized sustainability reporting frameworks—notably rules established by international sustainability accounting boards—has created unified expectations for public and large private enterprises. Corporations must report standardized metrics covering greenhouse gas emissions (Scope 1, 2, and material Scope 3), energy utilization, workforce demographics, and supply chain governance.

In Europe and other participating international jurisdictions, double materiality principles are mandatory. Under double materiality, organizations must report both how external sustainability risks impact corporate financial performance, and how internal corporate operations affect surrounding environmental and social structures.

Integrating Sustainability Metrics into Core ERP Systems
To provide auditable non-financial data, enterprise organizations are integrating specialized carbon accounting and ESG management platforms directly into core ERP systems. Automated data collectors capture energy utility invoices, logistics fuel consumption metrics, and vendor compliance records in real time.

Establishing automated, traceable data pipelines ensures that non-financial reporting is supported by clear audit trails. This structured approach allows external financial auditors to provide reasonable assurance on sustainability disclosures during annual corporate reporting cycles.

Financial Impacts and Capital Market Disclosure
Accurate ESG reporting directly influences corporate cost of capital and institutional credit ratings. Commercial lenders and institutional asset managers systematically incorporate sustainability metrics into risk pricing models. Companies that demonstrate transparent, verifiable progress in operational energy efficiency and climate risk mitigation benefit from expanded access to green bond markets and lower debt pricing.

Action Steps for Accounting Leadership
1. Implement Double Materiality Frameworks: Conduct comprehensive assessments to identify material financial and operational sustainability metrics.
2. Build Auditable Non-Financial Data Pipelines: Automate ESG data collection within core accounting software to ensure data integrity.
3. Align Sustainability with Annual Financial Filings: Prepare non-financial disclosures concurrently with financial statements to satisfy regulatory audit expectations.

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Accounting

Modernizing Internal Controls: Machine Learning and Continuous Monitoring in Auditing

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Internal audit departments and corporate risk managers are modernizing internal control frameworks by shifting from periodic sampling techniques to continuous monitoring and machine learning analytics. As operational data volumes increase across enterprise organizations, automated control testing ensures financial integrity, prevents corporate fraud, and streamlines annual audit engagements.

The Limitation of Periodic Audit Sampling
Historically, internal and external auditors evaluated internal controls by reviewing random samples of financial transactions—often analyzing less than five percent of total ledger entries. In complex enterprise environments, periodic sampling methods carry inherent risks of overlooking localized financial misstatements, unauthorized disbursements, or operational control breakdowns.

In 2026, progressive internal audit functions are utilizing automated continuous monitoring platforms that evaluate one hundred percent of financial transactions in real time. Continuous control auditing systems continuously monitor general ledger entries, procurement approvals, and expense reimbursements across all operating subsidiaries.

AI-Powered Fraud Detection and Anomaly Identification
Machine learning models trained on historical corporate financial data excel at identifying subtle transactional anomalies that indicate potential fraud or operational error. Automated systems instantly flag duplicate invoice payments, unapproved vendor creation, unusual journal entry timing, and unauthorized override of authority thresholds.

When an anomaly is detected, the automated auditing platform generates an instant risk alert, allowing internal audit teams to investigate root causes immediately. Early detection prevents minor operational errors from escalating into material weaknesses in financial reporting.

Streamlining External Audit Preparation
Continuous internal control monitoring delivers significant benefits during annual external financial audits. External audit firms can review continuous audit logs and automated control testing documentation, reducing the time required for manual field testing.

This integrated approach lowers overall audit compliance fees, reduces administrative burdens on corporate accounting staff, and provides senior management and audit committees with real-time visibility into the organization’s overall risk profile.

Core Implementation Guidelines
1. Transition to 100% Data Testing: Replace legacy sampling methods with automated continuous audit monitoring systems.
2. Deploy Anomaly Detection Algorithms: Implement machine learning models to identify unauthorized transactions and operational control overrides.
3. Align Internal and External Audit Workflows: Coordinate continuous control testing protocols with external auditors to optimize annual compliance cycles.

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