Discover what U.S. accounting firms charge, how they plan to raise fees in 2026, and practical strategies for pricing smarter, featuring expert tips from Ryan Lazanis, CPA and CEO of Future Firm.
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U.S. firms are raising fees in 2026. Are you?
80%
of firms plan to increase fees in 2026
30%
of firms plan to increase fees by 10%
37%
of firms plan to increase fees by 5%
Overview: The shifting landscape of accounting firm pricing
Pricing is one of the most important and most challenging levers accounting firm owners can pull to improve profitability, reclaim time, and attract the right clients. Yet for many firms, deciding what to charge still feels like a guessing game.
This is the second annual edition of Ignition’s U.S. Accounting and Tax Pricing Benchmark, following the launch of our inaugural 2024 report. With fresh data from U.S. accounting professionals, this year’s findings build on last year’s baseline to show how pricing practices are evolving. We look at what firms are charging today, how they expect to adjust fees in 2026, and the levels of confidence (or hesitation) shaping those decisions. Together, these insights highlight how firms are navigating a shifting environment while keeping an eye on sustainable growth.
Across the profession, pressure is mounting. Inflation, rising wages, and software costs are squeezing margins. At the same time, clients are demanding more strategic advice and faster turnaround, often without expecting to pay more. Industry research shows that underpricing remains one of the most common reasons for stagnant revenue and owner burnout. When firms fail to charge their worth, they risk overwork, underinvestment, and slower growth.
Ignition’s mission is to help solve this problem. We make it easier to price confidently, communicate value, and automate the billing and proposal process so firms can focus on client relationships instead of chasing payments.
As our expert commentator Ryan Lazanis, CPA and CEO of Future Firm explains, “Pricing is the number one lever most firms aren’t pulling hard enough. Done right, it can completely transform your revenue, your workload, and your life.” Throughout this report, you will see Ryan’s advice on how to set, present, and implement fees that truly reflect your value.
With benchmarks for tax preparation, advisory, bookkeeping, and CFO services, along with new behavioral insights on pricing confidence and client reactions, this year’s report is designed to help you compare, reflect, and take action.
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Research methodology and sample
Ignition gathered responses from a total of 219 U.S.-based accounting customers in July 2025 using an online survey. The goal was to capture national industry trends and gather insights on price benchmarking for some of the most common tax and accounting services. For clarity, percentages in the report commentary are rounded to the nearest whole number, and all prices are in USD. Where this report references year-over-year comparisons, these figures are intended for general context only. Differences in sample size and respondent composition between the 2024 and 2025 surveys mean these comparisons should be interpreted as directional rather than definitive.
What is your firm's annual revenue range?
Revenue
Respondents—primarily firm owners, partners, and senior decision-makers—spanned a wide range of revenue brackets. The largest group (27%) reported $251K–$700K in annual revenue, reflecting a strong base of small to mid-sized firms. Nearly 20% earned $701K–$1.4M, and 19% reported $1.41M–$3.5M, signaling steady growth into higher tiers. At the top, 6% generated $3.51M–$5M, while 8% exceeded $5M annually, highlighting a notable share of high-performing, scaled firms.
What region of the U.S. is your business based out of?
Region and community reach
About 29% of surveyed firms are based in the Southeast, followed by 19% in the Pacific and 17% in the Midwest. Across all regions, most firms say they primarily serve suburban communities (51%), with a large number also saying they serve urban areas (40%), reflecting the diverse client bases of U.S. firms surveyed.
What is the staff size of your firm?
Firm size
Team sizes varied widely, from solo practitioners to firms with 50 to 200 employees. Just over a third of firms (35%) reported having between two and five employees, while nearly 21% have six to ten. About 19% of respondents employ between 11 and 20 people, and 9% have teams of 21 to 50. Less than 4% of firms have more than 50 employees, while about 13% operate as sole practitioners.
Highlights from the report
Heading into 2026, U.S. accounting firms are showing a steady hand on the pricing lever. Four out of five firms (80%) say they will raise fees—most by 5–10%—and the data suggests a shift toward more deliberate, value-aligned adjustments rather than reactive changes.
Rising business costs remain the leading driver, cited by nearly half of respondents, but there’s also evidence of a growing willingness to charge in line with the work delivered. Three in ten firms report having no hesitation about implementing a price change, while just over a quarter still name client loss as a key barrier.
Confidence in pricing is high, at least among the Ignition customers surveyed. When asked about confidence levels in their pricing practices and strategies, 65% describe themselves as at least somewhat confident, with 26% saying they are very confident. It’s important to note that our sample consists of Ignition customers, a group that tends to have more structured pricing processes and tools in place, which may contribute to higher-than-average confidence levels compared to the wider market.
This year’s survey also looks beyond the “how much” of pricing to explore the “how” and “why”, from packaging and fee collection methods to the valuation of specialized services like CFO support. For the first time, we examine the behavioral side of pricing: what drives confidence, and how clients typically respond when prices change. The findings point to a profession that, when equipped with clear processes, sees less client pushback than many expect.
80%
of firms plan to increase fees in 2026
37%
of firms plan to increase fees by 5%
30%
of firms plan to increase fees by 10%
49%
cite rising business costs as the main driver for raising prices
28%
say fear of losing clients holds them back from raising prices
65%
of firms feel confident in their pricing
Expert tip: Increasing prices is not only a strategy to boost profits, but also a strategy to control capacity. The truth is, we want a certain portion of your clients leaving your firm each year (the C and D ones!) to give everyone more headspace. But it also goes beyond profits and capacity — thoughtful pricing creates space to do the work you enjoy, to help clients build stronger businesses, and to better support your team (all of which makes your firm more sustainable in the long run).
How do you currently price your Tax Preparation services?
Pricing models
Firms continue to favor simple, predictable pricing for tax prep. Fixed fee is the most common model in 2025 at 37%, up slightly from 35% in 2024. “Minimum fee plus complexity” declined to 23% from 30% in 2024, while “Set fee for each form and schedule” also declined to 5% (down from 12% in 2024).*
Similar to 2024, value pricing ranks in third place at 19%, remaining roughly flat compared to 2024. A small minority still use hourly (3%, consistent with 2024 data).
Ignition Pricing Benchmark insight:
Survey results in 2024 suggested that “minimum + complexity” pricing was more common, while fixed fee adoption was slightly lower. This shift may reflect firms’ growing preference for simpler, more consistent pricing structures.
Basic individual tax returns: Current Fees
What is the average fee your firm currently charges annually for a basic Individual Tax Return?
For basic individual tax returns*, most firms cluster within a relatively narrow mid-range. The $400–$599 band leads at 27%, with $600–$799 close behind at 22%. Combined, nearly half of firms (49%) fell into this range in 2024, and the same pattern continues this year, indicating that typical pricing for individual returns has remained stable. Above this, fewer firms occupy the higher tiers: 15% charge $800–$999, 9% price at $1,200–$1,500, and 8% sit between $1,000–$1,199. At the premium end, just 5% command fees above $1,500, while 10% charge less than $400, representing the more budget-conscious segment of the market.
*Basic individual tax returns that include mostly pre-filled data and some deductions but no rental property, capital gains, etc.
Expert tip: Consider offering tiered packages (Gold, Silver, and Bronze) for individual tax returns. It has worked wonders for my coaching students in raising their tax prices. For example, a Bronze plan gives your client a Loom video to review the tax return; a Silver plan includes a Zoom call; and a Gold plan includes an in-person meeting.
What is the average fee your firm currently charges annually for Business Tax Returns?
When it comes to business tax returns, most firms are firmly positioned in the middle of the pricing spectrum. The $1,000–$1,499 range remains the most common, reported by 29% of firms, with $1,500–$1,999 close behind at 26%. This mirrors last year’s distribution almost exactly, suggesting that mid-range pricing remains a stable anchor for many practices.
Beyond this core range, the number of firms tapers off steadily: 14% charge $2,000–$2,499, another 14% fall between $500–$999, and 10% set fees at $2,500–$3,000. Only a small group — just 5% — price their services above $3,000, reflecting the premium end of the market.
Fee collection
Collection practices also offer insight into cash flow strategies. The largest share of firms (40%) collect 100% of the fee upon completion, consistent with 2024, while 31% secure a deposit upfront and invoice for the balance on completion, up from 26% last year. Thirteen percent collect the full amount upfront, consistent with 2024, and 10% use monthly billing, down from 15% in 2024. The trend toward deposit-taking over the past two years suggests more firms are prioritizing cash flow stability and reducing the risk of unpaid invoices.
“Standardizing our tax preparation fees and automating proposals through Ignition has eliminated awkward pricing conversations. It’s allowed our team to focus on delivering great service instead of chasing payments.” — Michael Ly, CEO of Reconciled and Ignition customer
Tax planning and advisory services
Pricing models
How do you currently price your Tax Planning & Advisory services?
Tax planning and advisory services continue to offer some of the highest-value opportunities for firms, enabling deeper, year-round relationships and positioning practitioners as strategic partners rather than purely compliance providers. This year, fixed fee and value pricing are virtually neck and neck as the most common approaches, with each reported by 30% of firms. That’s a shift from 2024, when value pricing led the way at 38% and fixed fee followed at 29%.
The use of minimum fee plus complexity has dipped slightly, now reported by just 5% of firms compared with 7% last year. Hourly billing remains more common here than for many other service lines, but it too is in decline — 17% bill by the hour today, down from 21% in 2024. Overall, the data reinforces the profession’s gradual move away from time-based billing toward models that better reflect the value and strategic impact of advisory work.
What is the average fee your firm currently charges annually for Tax Planning & Advisory services for one entity and associated individuals?
Current fees
For tax planning and advisory work*, fees vary widely, but higher-value engagements are becoming more common. The most frequently reported annual fee in 2025 is greater than $2k, cited by 25% of firms (up slightly from 23% in 2024). Mid-range pricing remains strong, with 21% charging $500–$749 (18% in 2024) and 15% pricing between $1,500–$2,000 (roughly the same as 16% in 2024). Another 15% fall in the $1,000–$1,499 bracket (unchanged from 2024), while 10% charge $750–$999 (also consistent year over year).
At the lower end, 12% of firms charge less than $500 annually for these services, down from 17% last year, possibly suggesting that fewer firms are competing solely on price in this category. Overall, the data points to a gradual shift toward more premium positioning, with a modest but noticeable uptick in firms pricing above the $2k threshold.
*Tax planning and advisory services include calculating W-4 withholdings, estimating tax projections, reviewing returns prepared by a third party, tax consulting and tax reform consulting.
When do you typically collect your fees for Tax Planning & Advisory services?
Fee collection
Collection approaches for tax planning and advisory services continue to evolve toward more predictable cash flow models. In 2025, firms were evenly split between two dominant methods: collecting 100% of the fee upon completion (30%, up from 24% in 2024) and monthly billing (30%, down slightly from 32% last year).
Similar to 2024, collecting 100% of payment upfront is the go-to practice for 22% of firms (down slightly from 24% last year). Meanwhile, 11% of firms take a deposit and collect the remainder upon completion, a decline from 14% last year.
The slight shifts in distribution suggest firms are experimenting with ways to balance client convenience, cash flow security, and administrative efficiency. While monthly billing remains popular, the share of firms collecting either in full upfront or on completion underscores a broader emphasis on securing payment and reducing receivables risk.
Behavioral expert insight:
“Many accountants underprice advisory because they approach it reactively, instead of recognizing the behavioral side of pricing. Framing it as a proactive, structured engagement helps clients see its value and makes it easier to charge accordingly. One of the biggest revenue drivers for me is being a part of the conversation with clients' partners, bringing ideas for entity structures that consider SE tax, Future Sec 1202 opportunities, and family legacy to the conversation. Non-client partners or parties involved then reach out to us to help them plan better personally! And educating them around the value of what we do and why we do it becomes very easy.” – Tatiana Tsoir, CPA, MBA, USTCP, ICF Coach and CEO of Linza Advisors
Bookkeeping and accounting services
How do you currently price your Monthly Bookkeeping and Accounting services?
Pricing models
Bookkeeping and accounting remain cornerstone revenue drivers for many firms, with a continued shift toward fixed, predictable pricing models. In 2025, fixed fee takes the lead as the dominant approach, used by 54% of firms, up slightly from 50% in 2024. Value pricing holds second place at 27%, a slight dip from 29% last year, while minimum fee plus complexity remains steady at 11% year-over-year.
The most notable change is the further decline of hourly billing, now used by just under 4% of firms—down from nearly 8% in 2024—potentially highlighting the profession’s ongoing movement away from time-based models in favor of transparent, scalable pricing structures.
Expert tip: I love to see the trend toward fixed and value pricing. Just make sure that you clearly define your scope in your engagement letter so that you are protecting your price. A fixed price is great, so long as you're not going out of scope!
How much do you currently charge clients on a monthly basis for Monthly Bookkeeping and Accounting services?
Current fees
When looking at monthly fees, the most common range in 2025 is $250–$499, reported by 29% of firms (down from 32% in 2024). Close behind, 27% charge $500–$749, slightly down from 29% last year. Nearly 17% charge $750–$999, up from 13% in 2024. At the higher end, 13% of firms charge $1,000–$1,499 (up from 11% last year), while 7% charge between $1,500 and $2,500 (unchanged from 2024). Just 3% of firms report charging over $2,500 per month (fairly consistent with 4% in 2024), and 4% charge less than $250 (similar to last year’s 5%).
Expert tip: The current pricing for monthly bookkeeping and accounting are a big concern for me. One-third are charging below $500/month, which is "danger territory". Most firms at this range will find themselves overworked and spread thin as they are doing too much for too little.
A simple trick to follow: Roll out 3 tiers using my templates inside Ignition. Keep your current service level as Bronze and then roll out more aggressively, pricing Gold and Silver. You'll be surprised by just how many want the more premium options!
Compared to 2024, fixed fee adoption has risen modestly while value pricing has seen a slight decline, suggesting a continued shift toward standardized, predictable billing structures. This trend may be driven by client demand for cost certainty and firms’ desire to streamline billing processes for core, recurring services. At the same time, year-over-year stability in higher monthly fee bands points to some firms successfully positioning bookkeeping and accounting as higher-value, premium engagements.
“Shifting bookkeeping to a subscription-style model has made a huge difference for us. With Ignition, we can set clients up on recurring monthly billing that aligns with our workflows and keeps cash flow steady.” — Michael Ly, CEO of Reconciled and Ignition customer
How do you currently price your CFO Controller services?
CFO and controller services
Pricing models
CFO and controller services remain a premium, higher-value offering that only some firms opt to provide, with about 62% of firms offering this service (up from 56% in 2024’s sample*). Among those that do, fixed fee has overtaken value pricing as the most common pricing model, used by 26% of firms (down from 30% in 2024). Value pricing is now applied by 22%, a significant drop from 45% last year, suggesting a possible shift toward greater fee standardization for this high-touch service.
Hourly billing continues to decline, reported by 10% of firms in 2025, compared to nearly 20% in 2024. Minimum fee plus complexity is used by just 3% (down from 4%), while “other” pricing structures account for 1%. This year’s data points to a clear consolidation toward fixed fee arrangements—possibly reflecting both client preferences for predictable costs and firms’ interest in ensuring consistent margins for strategic, advisory-driven engagements.
*CFO and controller services include (but are not limited to) financial reporting, analysis, forecasting and budgeting services. Year-over-year comparisons in this report are for general context only. Differences in sample size and respondent composition between 2024 and 2025 mean these comparisons should be interpreted as directional rather than definitive.
Expert tip: Pricing in this area is much healthier than some of the other service levels. The big issue I see here is that the work bottlenecks are at the owner/partner level, meaning scalability is a factor. If that's you, try defining the guardrails of the service in your service terms. Once that's done, you can protect your scope but also start delegating elements of this work to others.
What is the average fees you charge clients on a monthly basis for CFO Controller services?
Fee levels for CFO and controller services remain notably higher than for other service lines, underscoring the complexity and strategic value of this work. In 2025, the most common monthly price point is over $2,500, reported by 23% of firms (down from 26% in 2024). This is followed by $1,000–$1,499 at 22% (up from 15% last year), $1,500–$1,999 at 16% (up from 13%), and $2,000–$2,500 also at 16% (down slightly from 17%). At the lower end, 16% charge $500–$999 (down from 18%), while 7% charge less than $500 (down from 10%).
Ignition Pricing Benchmark insight:
While CFO and controller services remain a premium-priced, specialized offering, the share of firms providing them has grown from 56% in 2024 to 62% in 2025. It’s worth noting that this year’s figures are based on a smaller sample size, so year-over-year comparisons should be seen as directional rather than definitive. The broader provider base may help explain the slight shift away from the top “over $2,500” tier toward the $1,000–$1,999 range, as more mid-sized firms enter the space. Even so, the highest tier remains the single most common price point, underscoring the ongoing potential for firms to command strong fees when positioning these services as strategic, high-value engagements.
“CFO services are not just about producing reports — they are about guiding decisions. The more you can frame your work around strategic outcomes and measurable results, the easier it is to justify premium fees.”
— Ryan Lazanis, CPA and CEO of Future Firm
Does your firm plan to apply a price increase across services in 2026?By how much will your firm increase prices across all services in 2026?
The behavioral drivers behind pricing
For the first time in our annual benchmark, we explored the behavioral aspects of pricing, examining not only what firms charge but also how confident they feel about their pricing, what drives their decisions to raise fees, and how clients react.
More firms planning to raise prices, and doing so confidently
A clear majority (80%) of firms say they plan to raise prices in 2026, while only 6% have ruled it out. The remaining 14% are unsure, suggesting that while most see fee adjustments as necessary, some remain cautious.
The most common planned increase is a 5% uplift (37% of firms), followed by a 10% rise (30%). Smaller shares plan to raise fees by 7% (12%) or 3% (7%). Only a small minority are preparing for more aggressive hikes of 15% or more
Expert tip: The bottom line is that a 5-10% price increase is not enough, especially for those who are buried in work. The reality is that many (not all) firms could benefit from a 100%+ price increase and certainly the majority could roll out a 20% increase without much push back. Remember: a great price increase strategy will shed the low quality clients, at worst, leaving you revenue neutral with excess capacity to boot.
What is the primary reason you are raising prices in 2026?
When asked why they plan to raise prices in 2026, nearly half of firms (49%) pointed to rising business costs, consistent with last year’s top-cited reason (58%) and reflective of ongoing inflationary pressures and higher service delivery costs. While this remains the dominant driver, the drop from 2024’s level may suggest that some firms have already adjusted for cost increases in prior years.
Other common motivators include improving profit margins (18%), which is notably higher than the 12% who cited it last year, and pricing out lower-value clients (11%), which held steady year over year.
Interestingly, the share of firms using price adjustments to reposition their services at a more premium level (10%) has also grown slightly from 7% in 2024, hinting that more firms are viewing fee changes as part of a broader strategic shift rather than purely a cost-recovery measure.
However, similar to 2024 data, only a small portion (9%) of firms said they’re raising prices to increase revenue (up slightly from 5% last year). This indicates a possibly missed opportunity for firms to leverage pricing as a strategic tool to unlock revenue growth.
Expert tip: It's fine if you use a price increase to cover rising costs, but never use this as the justification with your clients. It won't resonate. Instead, justify the price increase in terms of the improvements you've made to your firm (ex: new software that makes their life easier, new tax resources you've hired that they can leverage, improved security practices, etc).
Either now or in the past, what has primarily held you back from increasing your prices more regularly or significantly?
Persistent barriers to increasing fees
Despite the strong intentions to raise prices, behavioral and client-related hurdles persist. While 30% of firms say they don’t hold back from increasing fees, nearly as many (28%) cite fear of losing clients — the single most common barrier among those who do hesitate. Another 11% report that clients have pushed back on past increases, and 11% admit discomfort in asking for more, highlighting the emotional and relational side of pricing decisions.
Market-related uncertainty (8%) and difficulty justifying increases (5%) also feature, suggesting some firms still lack the data, positioning, or confidence to effectively communicate value. These factors underline that while many firms are financially prepared to adjust pricing, the psychological and relational aspects of fee conversations remain a key constraint.
Behavioral expert insight:
“Most traditional firms struggle with raising prices because they fear losing clients. I remember the anxiety before sharing my fee—it felt like I had to justify my worth. But here’s the truth: when you underprice, it shows. Clients can’t move forward without the full support you provide, and charging what you’re worth is exactly what they need. Real impostors don’t feel impostor syndrome, so stop discounting your value, your expertise, and your hard work!” – Tatiana Tsoir, CPA, MBA, USTCP, ICF Coach and CEO of Linza Advisors
If you raised your fees in the past year, what outcomes did you experience?
Outcomes from raising prices
Among firms that raised fees in the past year, 33% reported losing some clients but maintaining or improving profitability—a sign that selective attrition can be financially beneficial. Almost as many (32%) saw clients accept changes without issue. A smaller group (14%) had not raised fees at all, while 14% experienced pushback from some clients but retained them. Only 3% said price changes hurt profitability, showing that the risk of lasting financial harm is relatively low.
Expert tip: While most firms are nervous to increase their prices out of fear of losing clients, the facts show that most respondents also saw that the majority of clients stick around.
If you are nervous about price increases, try raising prices on around one-fifth of your clients at a time. If that goes well, try a larger increase across the next tranche, and so on.
How confident are you in your current pricing strategy and process?
Overall, confidence levels are encouraging among survey participants: 26% feel “very confident” in their pricing approach, and 65% are “somewhat confident.” Only 9% express low or no confidence, pointing to a generally positive self-assessment.
However, it’s worth noting that our survey reflects Ignition customers—firms already using a dedicated platform to scope, price, and manage client engagements. This likely contributes to the higher confidence levels compared with the broader industry, where uncertainty around pricing remains a persistent challenge.
Behavioral expert insight:
“One of the biggest mindset blocks I see in accounting professionals is the fear of client pushback when raising prices. But what’s often missed is that pricing isn’t just about numbers, it’s about perception. When you confidently communicate your value and anchor your services to outcomes, not inputs, clients are more likely to accept higher fees. The discomfort accountants feel around pricing is often a reflection of how they see their own worth, not how clients actually see them. If someone tells you you're too expensive, you may have failed to communicate your value.” – Tatiana Tsoir, CPA, MBA, USTCP, ICF Coach and CEO of Linza Advisors
Pricing your worth: Commentary from Ryan Lazanis, CPA and CEO of Future Firm
Hey there! I’m Ryan Lazanis, a CPA who founded one of North America’s first cloud accounting firms and successfully led it to acquisition within five years.
I’m also proud that I was one of the first Ignition customers in North America. The platform streamlines key processes, helping firms ensure timely payments and improve efficiency.
As CEO of Future Firm, I now help thousands of accounting firms worldwide unlock freedom and growth in their business through proven systems, expert coaching and an awesome community.
Pricing and packaging services are critical areas in which many firms struggle, yet they’re two of the most important levers you can pull to boost your firm’s performance and your team’s personal freedom.
Excluding the firms in the highest revenue ranges in this report, the data confirms what I’ve seen coaching thousands of firms globally:
Too many accountants are undercutting themselves, charging far less than they should for the value they deliver.
This leads to two major problems: They’re overworked and burned out.
The busiest firms I’ve coached often charge the least. They’re doing too much for too little, spreading themselves thin. With better pricing and packaging, these firms could charge more for the same work – and need fewer clients to reach their financial goals.
Kevin Dodgson, a joint Ignition and Future Firm customer, proves how transformative this approach can be. Low pricing directly impacts your cash flow. I see this time and again with firms I coach.
"I've 2x'd my revenue per client. Which means I'm earning just as much as before, while working 50% less. Now I have more free time to spend with my kids. And my sleep is improving too!"
— Kevin Dodgson, Ignition and Future Firm Accelerate customer
A more strategic approach to pricing solves this, providing:
• more time and freedom
• the foundation to systematize and scale
• stronger margins
It’s tough to build a great firm without solid pricing and packaging. I’ve been there myself – when I started, my prices were embarrassingly low. Through trial and error, I found a process that attracted great clients and paid well for great work. To help you level up your pricing and packaging and avoid the costly trial and error, I recommend starting with my free guide, How to set and land high prices. For those looking for more in-depth support, the Ignition and Future Firm Accelerate bundle offers practical guidance with templates, frameworks, and scripts to help you confidently increase your prices and grow your firm.
Raising prices is one of the fastest ways to improve profitability, but it’s also one of the most sensitive. This year’s survey shows that while 80% of firms plan to raise prices in 2026, many still hesitate due to fear of client loss or uncertainty about how to communicate the change. Here are 10 steps to make the process smoother, more strategic, and more successful.
Stay adaptive with your pricing. Business costs aren’t static, nor should your prices be. Constantly keep an eye on them, and make sure they reflect the reality of the market and your costs. Analyze your service line profitability for informed pricing decisions. Evaluate your pricing on an annual basis (at least) to grow your revenue and improve profitability.
Package and tier your services. Offer clear, well-defined packages that make it easy for clients to choose the level of service that matches their needs.
Anchor your fees to outcomes. Show clients the results they’ll get, not just the tasks you’ll complete. Position your firm as a premium service upfront so clients understand the value they’re buying into and why your fees may be higher.
Ensure prices reflect your value. Don’t shy away from charging your worth and communicating your value to clients. Use this benchmark data as a starting point, but ensure your firm’s fees align with your overall pricing strategy.
Test incremental changes. If you’re hesitant, start by applying increases to new clients or a specific service, then roll it out firm-wide once you see positive results.
Communicate early and clearly. If you’re looking at increasing fees across the board,give clients 30–60 days’ notice, explain the reasons for the change, and frame it in terms of added value, improved service, or enhanced expertise.
Leverage technology to automate updates. Use Ignition or similar tools to roll new prices into renewal proposals automatically, reducing friction and awkward conversations. Ignition allows you to automatically apply a price increase when renewing client engagements, removing the guesswork and emotion from pricing decisions.
Track acceptance rates. Monitor how many clients accept without issue, push back, or leave. This will guide future pricing decisions and help you spot communication gaps.
Be willing to let go of low-value (C and D) clients. Price increases help you focus on profitable relationships and free up capacity for higher-value work.
Reinvest in your client experience. Higher fees should be matched with service improvements that reinforce your value, such as faster turnaround, better communication, or more proactive advice.
“If clients always accept your prices, you’re probably not charging enough. The goal isn’t to keep everyone; it’s to keep the right ones who see the value in what you do.”
Ignition gathered responses from a total of 219 U.S.-based accounting customers in July 2025 using an online survey. The goal was to capture national industry trends and gather insights on price benchmarking for some of the most common tax and accounting services. For clarity, percentages in the report commentary are rounded up to the nearest whole number, and all prices are in USD. Where this report references year-over-year comparisons, these figures are intended for general context only. Differences in sample size and respondent composition between the 2024 and 2025 surveys mean these comparisons should be interpreted as directional rather than definitive.
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