What Accounting Clients Really Want in 2025
It’s no secret that client expectations have changed. But in 2025, they’ve not just evolved—they’ve hardened into clear, non-negotiable standards.
Today’s accounting clients, along with those in adjacent professional services like finance and legal, aren’t just looking for expertise. They’re looking for consumer-grade experiences wrapped around that expertise—think seamless mobile apps, intelligent alerts and real-time transparency.
Too often, “digital-first” gets tossed around as a vague ambition. But what does that really mean for firms? A basic portal? An email reminder system?
Not anymore.
In this article, we delve into what today’s client really expects—and what firms must deliver to remain relevant.
1. Mobile-First, Not Just Mobile-Friendly
Let’s be clear: mobile-first doesn’t mean your portal “technically works” on a phone. It means it’s designed for mobile—intuitive, fast and fully functional from the first tap.
Today’s clients are working from airports, coffee shops, client sites or their kitchen table. They expect to:
- Upload tax documents directly from their phone’s camera.
- Receive a push notification when a new report is ready.
- Use biometric login for quick and secure access.
- Review, approve and sign financial documents in the same mobile session—without switching devices.
The standard is now app-quality experiences with zero lag, no zoom-in necessary and no broken layouts. Even if your firm doesn’t have a dedicated mobile app, your digital tools need to function like one.
Takeaway: If your mobile interface feels like a scaled-down version of your desktop site, clients notice—and they equate that with outdated service.
2. Hyper-Personalized Interactions that Build Loyalty
Today’s clients don’t want to feel like just another invoice in the system. They expect tailored insights that reflect their unique situation—whether that’s their industry, revenue model or personal preferences.
In practice, this looks like:
- A real-time dashboard that surfaces their specific KPIs.
- Automated alerts when they’re approaching thresholds that affect tax obligations.
- Strategic recommendations based on the lifecycle stage of their business (e.g., pre-funding vs. post-acquisition).
Leveraging client data in a secure and ethical way to deliver meaningful, personalized insights is now a key differentiator for modern firms. Just as Spotify Wrapped turns user data into a personalized narrative, accounting firms can transform financial data into tailored insights that feel informative and valuable.
Takeaway: Personalization isn’t just a marketing gimmick—it builds trust, improves retention and positions your firm as truly client-centric.
3. Anticipatory Support: Clients Expect You to Read the Map for Them
In 2025, clients are busy and overwhelmed. They don’t want to chase you for information—they want you to stay one step ahead.
The firms shaping the future are those building proactive, predictive support into their client experience:
- Sending auto-reminders well ahead of filing deadlines—with links to exactly what needs to be done.
- Using AI to flag anomalies in expense reports before they trigger compliance issues.
- Notifying clients about relevant tax changes based on their geography and filing status.
This proactive approach makes clients feel protected and confident—like their accountant is not just reacting but guiding.
Takeaway: Waiting for the client to raise their hand is no longer good enough. Firms need systems that identify next steps before clients think to ask.
4. Seamless Device Switching: A Unified Journey Across Screens
In a world of hybrid work, clients flow between laptop, phone and tablet throughout the day. They expect their experience to follow them flawlessly.
That means:
- Starting a document upload on mobile, reviewing it on desktop and signing it on a tablet—without interruption.
- Having real-time collaboration tools where accountant and client can review financials together on screen, regardless of device.
- Avoiding duplicate logins, lost edits or clunky transitions when switching from one environment to another.
This level of seamlessness mirrors what users experience in platforms like Google Docs or Slack. It’s no longer cutting-edge—it’s expected.
Takeaway: Your client experience must feel like a single continuous environment—not a disconnected patchwork of tools.
5. Self-Service with Superpowers
Clients aren’t just open to self-service—they prefer it when done right. But it can’t be frustrating or incomplete.
Modern clients want to:
- Upload and categorize documents with AI-assisted tools.
- Auto-fill forms with pre-saved or synced data (think: pulling in financial data from their bank or QuickBooks).
- E-sign documents without printing, scanning or toggling between apps.
And most importantly, they want control without feeling abandoned. Self-service should come with built-in context, guidance and easy escalation paths.
Takeaway: Self-service should reduce friction—not shift the burden. Think concierge-style automation, not DIY tax prep from 2005.
6. Security That’s Strong, Smart and Invisible
Clients know the risks of digital data—and they care. But they’re also intolerant of security that feels like a chore.
Today’s expectations include:
- Two-factor authentication, but with a single-tap mobile approval.
- Encryption in motion and at rest—without affecting file speed or access.
- Transparent audit trails on document views, edits and e-signatures.
Clients want confidence that their sensitive financials are protected—but they also want the freedom to move quickly. Your security model needs to offer both.
Takeaway: You won’t win business on security alone—but you can lose it if your tools feel dated or make clients jump through hoops.
7. Paperless, But Human
Paperless is now the default—but “fully digital” doesn’t mean impersonal.
For leading firms, going paperless includes:
- Digital document requests with drag-and-drop upload functionality.
- Smart forms that pre-fill with client data and adjust based on answers.
- E-signatures that are fully integrated—not bolted on from a third-party tool.
Still, some clients prefer paper in select cases. Being truly client-first means having digital-first systems with paper-friendly flexibility—offering printing and mailing when necessary, not as the baseline.
Takeaway: Your default workflows should be digital. Your fallback options should feel equally professional and frictionless.
8. Always-On, Asynchronous Communication
Modern clients operate outside of “business hours”—and they expect you to, too. That doesn’t mean being online 24/7—it means being available in ways that match their schedule.
This includes:
- Secure messaging portals that allow clients to drop a question anytime.
- Quick, recorded video walkthroughs instead of live calls.
- AI-driven assistants that handle FAQs or check-in messages after hours.
The key is responsiveness and visibility. Clients want to know when to expect a reply—and they want clear status updates on outstanding work.
Takeaway: If your only channel is email and your hours are 9-5, you’re leaving a huge experience gap—and likely frustrating your busiest clients.
The Bottom Line
Let’s recap. In 2025, your accounting clients (and those in related services) expect:
- Mobile-first experiences that rival consumer apps
- Hyper-personalized insights and communication
- Anticipatory support that removes guesswork
- Seamless device switching and collaboration
- Empowered self-service with intuitive tools
- Frictionless security that doesn’t get in the way
- Paperless-first workflows with optional flexibility
- Always-on communication that fits their schedule
If you’re still offering a “good enough” client portal and calling it innovation, you’re already behind.
Firms that meet these expectations will win clients and build loyalty. Those that don’t? They’ll be seen as out of step—and clients won’t hesitate to make a switch.
Ready to Raise Your Client Experience?
Progress ShareFile helps professional service firms modernize every touchpoint of the client journey. Learn how ShareFile can help you meet today’s expectations and set the standard for tomorrow.
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