AI is reinventing the way we do business, but few industries have felt the pace of change quite like accounting. According to Intuit’s Accountant Technology Survey in 2024, nearly 98% of respondents said they had used AI to help clients or their firm’s operations in the past 12 months, for everything from data entry and fraud detection to real-time financial insights.
But despite all the headlines about automation replacing humans, it seems the opposite is proving true in accounting. Automation isn’t making accounting professionals expendable—it’s making the human element more valuable.
As technology has streamlined much of the traditional compliance work that remains the bread and butter of the profession, it’s opened a door to shifting client expectations. Today’s business owners don’t just want accurate reports; they want trusted strategic partners who can interpret the numbers and help guide them through smarter business decisions.
And that’s where the real opportunity lies. As AI takes on repetitive tasks, firms that use that freed capacity to deepen relationships and expand advisory services are coming out ahead, transforming gains in efficiency into lasting client value.
Finding Opportunity in Advisory
This evolution from compliance to client advisory is already reflected in the numbers: The 2024 CAS Benchmark Survey found that Client Advisory Services revenue was up 61% in 2024, far outpacing growth in the profession as a whole. CAS has become the profession’s fastest-growing service line, and firms generating a significant share of their revenue from higher-level advisory work report stronger recurring revenue and higher net client revenue overall.
The shift to client advisory is the greatest opportunity for growth the profession has seen in decades, but success requires more than new technology. Firm leaders need an understanding of how to package, market and deliver advisory services. They need to know how to identify the industries and clients that make the most sense to target. But most of all, they need to adopt a firm-wide approach to growth that leverages the power of automation while investing in the human capabilities that set advisory apart: strategic thinking, data fluency, and the ability to turn numbers into actionable narratives.
Scaling Advisory From the Inside Out
To answer this call, Intuit has evolved the ProAdvisor program specifically to help firms of all sizes thrive in the advisory-driven future. Built directly within the newly launched Intuit Accountant Suite, the program shifts the focus from individual learning to firm-wide success, giving leaders the structure and visibility to develop talent strategically while helping team members strengthen technical fluency, AI literacy, and communication skills. It delivers advisory-focused education, enhanced resources, and more efficient tools, all bolstered by a modern rebranding.
- At the heart of the improved ProAdvisor program is the CAS Foundations Learning Pathway, an innovative framework designed to empower accounting professionals to evolve their role from report producers to trusted advisors who uncover the narratives behind the numbers. By identifying trends, insights, and opportunities within client data, ProAdvisors can drive conversations that truly impact business outcomes.The pathway features immersive training based on real-world scenarios that combines foundational accounting and advisory acumen with communication skills and technical know-how. Practitioners will receive the CAS Foundations badge—a credential that demonstrates not only their mastery of advisory fundamentals but their ability to deliver value-added insights, building trust and credibility with both clients and colleagues.
- To make the learning process seamless, the new ProAdvisor Training Manager provides firm leaders with the tools to oversee and accelerate their team’s growth. Managers can easily assign coursework tailored to each professional’s development journey, track progress toward certifications, set firm-wide learning objectives, and identify growth opportunities right from within the IAS dashboard.
- To help scale your advisory practice and strengthen your brand presence, Intuit has created a new Resource Hub within ProAdvisor Academy that includes enablement toolkits with co-branded marketing collateral, sales materials, and onboarding guides. These toolkits are complemented by fresh, modern branding that reflects Intuit’s commitment to keeping firms future-ready.
Together with IAS, the evolved ProAdvisor program creates a unified environment where client work, team learning, and firm management integrate seamlessly into day-to-day workflows—helping firms transform the time-saving power of automation into higher-value advisory opportunities and deeper client relationships.
Whether it’s a solo practitioner expanding into advisory or a multi-partner firm upskilling across offices, the evolved ProAdvisor program creates a clear pathway to deliver meaningful insights, solve complex challenges, and unlock new revenue streams, all while helping cultivate the human expertise at the heart of a successful advisory practice.
Investing in People, Powering the Future
According to the 2024 Accountant Technology Survey, an increased emphasis on advisory services ranks as the single greatest positive impact on the accounting industry over the last 5 years. But only the firms who embrace this shift and invest in the people who power that growth will be able to reap the benefits.
“Automation is important, but it’s just one piece of the puzzle. The real advantage comes from developing a culture of continuous learning—equipping your team with the knowledge and confidence and desire to provide that next level of service.” - Roman Villard, Founder, Full Send
Intuit’s evolved ProAdvisor program was built for this moment: designed in partnership with firm leaders and ProAdvisors, inspired by their challenges, and focused on their future. It reflects our commitment to provide the knowledge and skills that are essential for long-term success in an advisory-driven market.
Today, the profession stands at a pivotal moment: automation has reshaped our workflows, but human insight will always be the heart of what makes accounting professionals indispensable. The firms that thrive in this uncharted future will be those that combine the best of both worlds: leveraging the power of AI and automation while doubling down on irreplaceable empathy and human expertise.
Want to know more about how Intuit can help your firm thrive? Check out the evolved Intuit ProAdvisor program or read more on the Firm of the Future.