What today’s clients expect from their CPA and how firms are responding

What’s the biggest shift you’ve seen in client expectations over the past five years?

A One of the biggest changes is how complex the tax environment has become. Tax law is being used more for policy, like credits and incentives, not just revenue collection. That can make planning harder, especially when rules change retroactively. Clients may not always see that complexity, but it has a real impact on how we approach their work.

Q How have client communication preferences changed?

A Clients want faster and more convenient communication. A lot of people now text or send photos of documents instead of calling or meeting in person. It’s efficient, but it can also mean you do not always get the full picture, and those ways of communication may not always be secure. That leads to more follow-up questions and can create challenges on more complex returns.

Q Are clients expecting more advisory services beyond tax compliance?

A Yes, although that has been building for a while. Clients are asking more questions about investments, entity structure, and things like cryptocurrency. New business owners, in particular, often make decisions early on without fully understanding the long-term impact. That creates an opportunity for CPAs to step in and provide guidance.

Q How are expectations around technology shaping the client experience?

A Many clients expect a smooth digital experience. Things like secure portals, e-signatures, and online payments are becoming standard. At the same time, not everyone wants everything to be digital. Some clients still value a conversation, especially when things get more complex. Firms have to find the right balance.

Q What should firms be preparing for in the next few years?

A Technology will keep improving, especially tools that help people find answers quickly. That could reduce demand for simpler tax preparation over time. Firms that focus on efficiency and higher-value services will be in a better position. Those that do not adapt may find it harder to compete.

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