What do customers expect from a modern accounting firm?

And when services are outsourced, expectations rise. It’s no longer enough that reports are delivered on time or tax filings are submitted. Customers expect their accounting firm to understand their business, proactively identify development areas, and communicate clearly, human to human.

Outsourcing raises the bar, and that's a good thing!

Many customers turn to outsourcing as their company grows or when they choose not to build in-house financial expertise. With this comes a strong need for reliability: things must be done correctly, on time, and with precision.

But execution alone isn’t enough anymore. More and more, customers expect their accounting firm to offer fresh perspectives, challenge their thinking, and suggest improvements proactively - not just respond when asked.

This is especially true for clients who have previously experienced generic or impersonal service.

The personal connection still comes first

Automation, robotics, and AI have become permanent fixtures in financial processes, and rightfully so.

These technologies improve efficiency and free up time for more valuable work. But still, one thing remains at the top of the customer wish list: human connection.

Clients want to know who’s handling their finances. They ask for names, want to see CVs, and often prefer to meet the team before making a decision. It’s not just about expertise; it’s about communication.

"Customers often choose the expert they feel most comfortable talking with," says Satu Halttunen, Head of Accounting at Greenstep.

Trust is built between people. It lasts when the partnership has a face and a voice.

Proactivity sets great accounting firms apart

When customers feel their needs are being looked after without having to ask, it lays the foundation for an outstanding customer experience.

A proactive expert will:

• Detect issues before the client notices

• Recommend smarter ways of working

• Highlight opportunities the client hasn’t considered

This takes time, skill, and genuine interest in the customer’s business - but that’s exactly what separates a true value-adding partner from a mere service provider.

Transparent pricing is a cornerstone of customer trust

There’s one expectation that comes up almost every time: pricing transparency.

Customers are happy to pay for quality, but they want to understand what they’re paying for, and be able to budget with confidence.

Whether pricing is based on hours, transactions, or monthly packages, what matters most is that it’s clear, justifiable, and free of surprises.

“We’re able to stand behind every invoiced item. That’s critical to building trust", Satu Halttunen emphasizes.

Technology enhances, but doesn't replace, the human expert

Customers expect accounting firms to use technology wisely: automating routine tasks, improving efficiency, and keeping up with the times.

But just as important is having an expert alongside that technology - someone who understands the context.

AI may be able to generate the numbers, but it still can’t explain what those numbers mean for the business. That’s still a human job.

What do customers expect from a financial administration partner?

In short, they want a partner who:

• Understands their business, not just accounting

• Isn’t a faceless system, but a real person they can reach

• Offers suggestions before being asked

• Prices fairly and transparently

• Seamlessly combines technology with expertise

A good accounting firm doesn't dissappear into the background

When everything is working, an accounting firm shouldn’t fade into the background. On the contrary, the best partner is present even when there’s no urgent issue to solve.

They ask questions, offer suggestions, and build a relationship that customers can rely on, especially when fast solutions are needed.

If you’d like to find out what kind of partner Greenstep could be for your business, book a time for a chat or read more here.