Ignition pricing benchmark reveals confidence gap as Australian firms raise fees, with AI-powered insights helping validate pricing decisions

Sydney, Australia, April 13th — Ignition, a leading revenue and billing platform for accounting and professional services firms, today released its 2026 Tax and Compliance Pricing Benchmark Report, revealing that Australian accounting firms are increasing prices with greater intent, but many are still relying on instinct rather than a clearly defined pricing strategy.

The report, based on a survey of 160 Australian accounting firms using Ignition, finds that 78% of practices plan to increase fees in 2026, highlighting a wider industry shift toward pricing as a critical lever as firms respond to rising costs, growing compliance complexity, and changing client expectations.

Despite this momentum, only one-in-five (21%) of firms report being “very confident” in their pricing strategy. This highlights a gap between action and conviction, with many firms adjusting fees without a consistent, data-backed approach.

Now in its third year, Ignition’s annual benchmark report highlights a broader shift across the profession. Firms are moving beyond reactive price increases and placing greater emphasis on structured, consistent pricing strategies.

Firms act on pricing, but confidence lags behind

While most firms are taking action on pricing, confidence is still developing.

The report shows that 64% of firms are only somewhat confident in their pricing strategy, with common barriers including fear of losing clients, uncertainty about what to charge, and discomfort with pricing conversations.

However, the data suggest these concerns are often overstated in practice. Among firms that have raised their prices:

• 45% said most clients accepted increases without issue
• Only 3% reported negative impacts on profitability 

“Firms are clearly taking action on pricing, but many are still second-guessing their decisions. When only a small proportion feels truly confident, it points to a need for better validation. What we’re seeing is a shift from intuition-led pricing to a more data-informed approach. At Ignition, we’re focused on helping firms bridge that gap by giving them access to real, comparable data and tailored insights, so they can validate their pricing decisions and approach increases with greater confidence,” said Greg Strickland, CEO at Ignition. 

Firms use pricing more strategically to drive growth

The 2026 data shows pricing is no longer just about keeping up with rising costs. It is increasingly being used to improve profitability and shape the direction of the firm.

• 78% of firms plan to increase fees
• The most common increase is 5% to 10%, with firms spreading adjustments across services rather than applying blanket rises
• More firms are increasing prices to improve profit margins (16%) and grow revenue (9%), not just to cover costs

Compliance work continues to be repriced

Across core tax and compliance services, pricing continues to trend upward as firms move away from underpriced work.

• Basic individual tax returns are now most commonly priced above $300
• Company and trust compliance remains concentrated in the $2,000 to $3,000 range
• BAS and ASIC compliance fees continue to rise as firms account for advisory input and risk

These shifts reflect a growing recognition of the true cost and value of compliance services.

A shift toward data-informed pricing

The findings point to a profession that is becoming more disciplined and intentional in how it approaches pricing.

Benchmark data continues to provide a valuable reference point, but firms are increasingly seeking ways to apply those insights in a more tailored, practical way within their own businesses.

“The benchmark shows where the market is moving, but firms also want to understand what that means for them specifically. That’s where we’re seeing more demand for tools that can translate market data into something actionable at the firm level,” said Strickland. 

For many firms, this gap reflects a reliance on instinct rather than a structured, data-backed approach to pricing.

This gap between pricing actions and confidence is driving demand for more tailored, data-led approaches and tools that help validate pricing decisions at the firm level.

Ignition’s AI-powered Price Insights is designed to address this confidence gap, extending the benchmark with tailored pricing comparisons that help firms validate their pricing decisions and understand how their fees align with similar practices in their region and across their service mix. 

“Having that level of visibility makes a big difference. Instead of guessing, we can validate our pricing against real data, see where our pricing sits, and make decisions with more confidence. It takes a lot of the uncertainty out of the process,” said Sarah Lawrance, Founder of Hot Toast and Ignition customer. 

Ignition data shows that firms that increased their prices after using Price Insights earned, on average, 40% more revenue on the services they repriced, underscoring the impact of data-informed pricing decisions.

About the report

The 2026 Tax and Compliance Pricing Benchmark Report is based on a March 2026 survey of 160 Australian accounting firms. It builds on three years of benchmark data to provide a consistent view of pricing trends across the profession, including insights into fee increases and emerging challenges in tax returns, BAS, tax planning, and corporate compliance services.

Download the full report: ignitionapp.com/au/2026-au-tax-compliance-pricing-benchmark 

Watch the on-demand webinar: ignitionapp.com/webinars/2026-pricing-benchmark-how-does-your-firm-compare