5 steps for building stronger client relationships in 2025

Is your workload holding you back from building better client relationships? Worryingly, more than half (51%) of accountants agree.

We surveyed 1,000 accountants and bookkeepers across six countries for the Practice of Now report, a deep dive into what today’s professionals are feeling and facing, and how they plan to navigate the immediate future.

Our research shows a growing appetite among accountants to add more value through closer client relationships.

The report also reveals this appetite has gone unsatisfied for many in the accounting industry, and the disconnect is concerning:

• 2 in 5 accountants spend less than 10% of their time on client management
• Only 21% describe their work as human or personal.

Perhaps most alarming, only 50% of accountants said they feel successful in their roles, and fewer than half feel impactful or valued.

In 2025, investing in stronger client relationships will be the defining activity that sets your firm apart from other accountants and bookkeepers.

So now is the right time to get started and adjust your business priorities to align with your passion—connecting with clients.

In this article, we highlight five steps to pivot your firm’s strategy in 2025 to nurture deeper, more connected client relationships and more career satisfaction.

Here’s what we cover:

1. Free up time to focus on clients

The first step to nurturing client relationships is reclaiming your time.

The Practice of Now report shows that 92% of accountants feel they spend too much time on manual tasks. They understand that as the industry and client expectations change, how they support their clients also needs to change.

Repetitive tasks involved in processes such as payroll, bank reconciliations, data entry and financial reporting are cutting into the time that could be spent offering the detailed advice and support clients now expect.

Firms looking to future-proof their practices are integrating automation into their workflows. By embracing automation, you can offload most of the manual work and improve accuracy and efficiency. You can also improve the client experience you deliver as you reduce errors and inconsistencies.

Freeing up time then creates space for more impactful work.

With fewer administrative burdens, you can dedicate yourself to better understanding client needs, solving their challenges, and becoming a trusted advisor.

2. Deep dive into your clients’ businesses

What do you know about your clients? How they work day-to-day? What drives them?

Making the pivot to a client-focused practice model means getting to know each client’s business inside and out.

Start by profiling your clients to understand and document their goals, pain points, and challenges specific to their industry.

Take it a step further by spending time with them in their environment—a day-in-the-life approach can uncover valuable insights into their operations.

By immersing yourself in their world, you can identify opportunities to add value, whether it’s improving cash flow management, planning for growth, or offering a tailored financial strategy.

3. Develop a personalised service plan

In today’s dynamic business landscape where trust and personalised service are key, one-size-fits-all solutions don’t work.

Once you’ve created a profile for each client, build service plans that tailor your services to each client’s unique needs and aspirations.

Start by mapping out what services they currently use and identifying gaps where you can provide additional value.

For example, a client may benefit from tax planning, advisory services, or advanced financial analytics but hasn’t taken advantage of them yet.

Creating a personalised service plan is an opportunity to connect with your client’s business on a more valuable level as it highlights how your offerings can support their goals now and in their business’s future.

As you craft these plans, consider tools where you can leverage automation and analytics to make your services both scalable and impactful.

4. Review and monitor client plans regularly

Businesses evolve, and so should your client strategies.

Schedule regular check-ins with your client to review the progress of your service plan and make adjustments as needed.

Set key performance indicators (KPIs) to measure success. These could include financial metrics such as cash flow improvements or client satisfaction ratings.

Regular reviews keep your plans relevant, demonstrate your commitment to your client and the growth of their business, and give you more opportunities to build upon your value to them.

5. Gather feedback to refine your approach

Client feedback is one of the most powerful tools for improvement. Ask your clients direct questions, such as:

• Are we meeting your expectations?
• What could we do better?
• Are there services or insights you wish we could provide?

Use this feedback to refine your offerings, strengthen trust, and create an open dialogue with your clients.

Clients who feel heard and valued are more likely to stay loyal and recommend your services to others.

2025 is your year to deepen client relationships

Most accountants are optimistic about the future, with 96% excited about evolving their roles and 85% wishing they had more opportunities to connect with clients.

So now’s the time to get closer to your clients and become the advisor they can’t do without.

Clients now expect more than just number crunching—they want a partner who can integrate impactful financial expertise into their business strategy.

A client-centred strategy allows you to take control of your firm’s future and do even more of what you love by doing less of what slows you down through automation.

As you find tasks that can be automated, you’ll free up your time to offer the advisory services your clients want and expect.

You can become their one-stop solution for financial strategy, deliver exceptional value, and build lasting relationships as a result.