Intuit Inc., the parent company of QuickBooks, TurboTax, Credit Karma, and Mailchimp, released its 2025 QuickBooks Accountant Technology Survey on July 31, 2025, revealing a transformative shift in the accounting profession. The survey, conducted in April 2025 with 700 U.S. accounting professionals, highlights the rapid adoption of AI and strategic advisory services, alongside persistent challenges with tech complexity and talent shortages.
79% of accountants expect a 38% surge in strategic advisory work in 2025.
81% report AI improves productivity; 86% say it reduces mental workload.
95% of firms adopted automation, with 46% using AI daily for tasks like payroll.
Tech overload affects 66% weekly, with firms using an average of eight apps.
80% face hiring challenges, though down 14% from 2024; only 28% have adequate training.
AI investments rise, with 64% planning upgrades, up from 57% in 2024.
The survey shows a significant embrace of AI, with 64% of firms planning to invest in or upgrade AI in the next year, up from 57% in 2024 and 48% in 2023. Automation adoption is near-universal at 95%, streamlining payroll (47%), accounts payable/receivable (46%), and data entry (43%). Daily AI use among accountants (46%) nearly doubles that of small businesses (28%), with 93% leveraging AI for strategic advisory tasks like client interaction suggestions and real-time insights. “AI isn’t taking over our jobs. It’s giving us more room to do the work that matters,” said Dan Luthi, partner at Ignite Spot Accounting Services.
Key benefits include:
Improved Accuracy (98%): Enhanced trust in AI, with concerns dropping from 21% in 2024.
Increased Efficiency (97%): Automation frees time for high-value tasks.
Better Client Service (95%): AI-driven insights improve engagement quality.
Additionally, 81% report AI boosts productivity, and 86% note reduced mental workload. Firms are investing in proprietary AI tools, with 82% building or planning closed-source solutions to stay competitive.
Strategic advisory services are reshaping the profession, with 79% of accountants expecting a 38% growth in this area over the next year. Of those, 94% anticipate higher revenue, 89% expect an expanded client base, and 81% foresee greater job satisfaction. Technology, used by 95% of respondents, reduces compliance task time, enabling focus on advisory roles. Key tech impacts include:
Enhanced project and time management.
Advanced analytics for deeper business insights.
Automation of repetitive compliance tasks.
Improved client engagement via CRM systems.
Firms are prioritizing growth by expanding client bases (56%), targeting higher-value clients (51%), and broadening advisory offerings (43%). “Accountants are expanding their influence by using AI to reduce time spent on routine work and focus on higher-value client needs,” said Simon Williams, VP of Accountant Solutions at Intuit.
Despite AI’s benefits, tech complexity poses challenges. Firms use an average of eight apps, leading to high subscription costs (44%), integration issues (41%), and training burdens (33%). Two-thirds (66%) feel overwhelmed by tech complexity weekly, contributing to a planned reduction in tech investments from $24K in 2024 to $20K in 2025. “These inefficiencies are creating friction at a time when agility and scalability are more important than ever,” the report notes.
Hiring remains a hurdle, with 80% struggling to find experienced professionals, though this is down 14% from 2024. Only 28% of firms have training programs meeting modern demands, despite 75% prioritizing tech skills in hiring. “To keep the momentum going, firms can’t afford to overlook the talent side of transformation,” said Williams.
The survey aligns with a projected $8.5B market for AI in accounting by 2030 (Statista, 2025), driven by demand for efficiency and advisory services. Intuit’s integration of AI agents into QuickBooks enhances workflows, supporting over 700,000 accounting professionals globally. The platform’s compliance with SOC 2 and GDPR ensures secure data handling, critical for client trust.
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