The realization for accounting firms these days is business clients are expecting, and will continue to expect, more from them. Of course, the old expectations of accuracy, responsiveness, and reputation still matter—but they’re no longer enough.
TaxDome, a practice management platform for accounting firms, surveyed more than 350 U.S. decision-makers across industries and revenue levels for its 2025 Niche Business Accounting Report, which reveals how companies are deciding who to trust, what they’ll pay for, and what makes them stay with their current firm.
TaxDome’s inaugural study gathers insights directly from the buyers of accounting services rather than the providers.
The survey included executives, founders, and finance leaders from a wide range of industries, such as manufacturing, construction, health care, and professional services. Each respondent works with or is directly responsible for hiring accountants.
By going straight to the decision-makers, the study reveals not what accountants think clients want, but what clients actually value when choosing and staying with a firm, TaxDome said.
How businesses find their accounting partners
When businesses look for an accounting firm, they turn first to their peers. According to the study, 92% of business clients say referrals are critical when choosing an accountant, and 58% found their current firm through a peer recommendation rather than advertising or search results. No other method broke the 20% barrier, according to the report.
- Referral (from business or person): 58%
- Online search (Google, Yelp, etc.): 17%
- Social media: 10%
- Webinar or event: 6%
- Cold outreach from accountant: 4%
- Responded to advertisement: 3%
- Other: 2%
So, how do you get more referrals for business clients? Communication goes a long way, as 85% of business decision-makers said that responsiveness is either “very” or “extremely” influential during the accountant selection process, the report states.
“This means every satisfied client is more than a loyal customer—they’re a potential growth channel,” TaxDome said. “The question is, what earns that satisfaction in the first place?”
What really keeps business clients satisfied?
When business clients describe what makes them stay with an accounting firm, their answers tend to fall into two clear themes: they want the experience to feel easy and the relationship to feel valuable.
1. Simplicity through technology: The significance of technology use when businesses across the board are looking for a firm to work with can’t be overstated.
As clients grow, their patience for manual steps fades fast. Among companies that spend $10,000 or more per year on accounting, between 76% and 83% technology in the top‑two importance boxes, compared with just 46% in the sub-$1,000 bracket. In the $50,000-plus cohort, zero respondents indicated that technology use by prospective accountants was less than “somewhat important.”
“They want simple, reliable tools that make working together feel effortless. That means easy access to documents, clear channels of communication, and the ability to review, sign, and approve tasks from anywhere,” TaxDome said.
2. Partnership that feels proactive: Knowing that an accounting firm specializes in services that address the pain points of business clients is what gets them in the door but keeping them is another story. Businesses want accountants who go beyond transactions—professionals who understand their challenges, anticipate their needs, and help them make better decisions.
According to TaxDome’s study, 26% of business clients leave their accounting firm because they’ve outgrown it. As companies scale, their needs evolve and they expect their accountant to evolve with them.
For many, that means deeper strategic involvement. Eighty-five percent of decision-makers said they see clear value when their accountant helps them save money through smarter planning or proactive advice.
“Firms that deliver both are building relationships that naturally turn into referrals, loyalty, and long-term growth,” TaxDome said.
What drives higher revenue?
For years, accounting firms have treated specialization as a branding choice. The data shows it’s an economic one.
As businesses grow, they want accountants who already understand how their industry works. TaxDome’s research found that companies earning more than $1 million in annual revenue are twice as likely to hire a niche accounting firm as a generalist—and are willing to pay up to 25% more for that expertise.
The report states:
As client businesses mature, they’re walking away from generalists and gravitating toward firms that understand their vertical, speak their language, and solve the problems that come with scale.
That’s why firms that embrace a niche are commanding higher prices and growing alongside their business clients, rather than watching them move on. The data confirms what savvy firms already know: businesses making over $1 million in annual revenue are twice as likely to hire a niche accountant than a generalist. That’s twice the likelihood of closing a larger client (or retaining one) if your firm specializes in solving their unique problems.
This isn’t just a trend—it’s a shift in client expectations. High-growth businesses aren’t looking for baseline services. They want insight, relevance, and strategy from firms built to solve their specific problems.
This shift isn’t about firms simply branding themselves as “Niche.” It’s about structuring your firm to solve higher-stakes problems in a way that earns premium fees and long-term loyalty.
“That single shift has a compounding effect: firms with focused expertise attract larger clients, more complex engagements, and steadier revenue streams,” TaxDome said.
Photo credit: Cecilie_Arcurs/iStock
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