Accountants have long been trusted partners to small businesses, but that partnership is changing. Today’s clients want more than bookkeeping support or tax preparation. They’re looking for guidance on compensation, growth, and how to navigate uncertainty.

This report draws on survey responses from more than 1,200 small business leaders who currently work with an accountant. It highlights how clients choose their providers, which services they value most, and where they’re willing to pay for more support.

The findings offer a clear message: small businesses are asking for more. Accountants who recognize this shift have an opportunity to grow their impact in the businesses they serve.