By Chris Camara
The accounting profession is entering a period where growth strategy, client experience, technology, and firm culture can no longer be treated as separate conversations.
At the Association for Accounting Marketing’s (AAM) 2026 Summit in Palm Springs, Calif., firm marketers, business developers, and growth leaders repeatedly returned to the same message: Firms that thrive in the years ahead will be those willing to embrace change today, by building deeper client relationships, adopting more disciplined growth strategies, and adapting quickly to the accelerating influence of AI and private equity.
Firms Must be Disciplined about Growth
Michael Horwitz, executive director of BDO Alliance USA, said an examination of the accounting marketplace yields important insights. For example, 85% of firm revenues typically come from compliance activities, but clients are looking for a wider group of services. Also, growth rates for private equity-backed firms are outstripping those of independents. Firms will start to act like their PE counterparts as “growth will be king,” and is the key to future success, along with strong client relationships. “This is not the time to say I’ll wait to see what happens,” Horwitz said, urging firm leaders to learn from bigger firms and their PE competitors. “My message is to survive and thrive, not strive to stay alive.”
Apoorv Dwivedi, fractional CMO with Fixyr Marketing, believes firms can’t leave growth to chance, as the profession is facing the influx of private equity and new software competitors into the market. “Their expectations are a lot higher, and they’re bringing a lot more discipline to the field of marketing, business development, and growth.” Are firms rising to the challenge? “Yes, but also part of it is they’re being pulled into it kicking and screaming whether they like it or not.”
Client Experience is the Key
But growth strategies alone are not enough. Throughout the Summit, speakers emphasized that sustainable growth ultimately depends on strengthening client relationships and creating experiences that differentiate firms in an increasingly competitive marketplace.
In the end, accounting is a relationship business. Caren Rodriguez, CMO of DMJPS CPAs and Advisors, said the Summit provided an important reminder that client experience is foundational. Keynote speaker and author Brittany Hodak, who founded an entertainment agency that worked with Kiss, Taylor Swift and Dolly Parton, told the audience that firms can create “superfans” through personal touches, such as pet portraits given to customers by Chewy.com. Firms must be able to clearly and confidently explain why prospective clients should choose their organization over every other available option.
Managing Complexity
Delivering that kind of client experience, however, requires firms to rethink not only how they market themselves, but also how they operate internally amid constant change and increasing complexity.
Exceptional change is the experience at all firms today, said Mike Jones, CEO/MP of Resound, a branding and marketing agency. Learning and growing together is one way to avoid overwhelm. “How do we find those little lessons – not only in firm strategy, how we’re going to push growth within our firm and how to navigate change within our firm – but also how to be a leader so we can get our firms where they need to be. I think that happens when we all talk together.”
Jeshanah Fox, director of marketing and strategy at Brown Plus, noted that accounting marketing is evolving. “It’s more than just execution now. We’re breaking apart the idea that we’re just here to make things look pretty. That’s no longer the case – it was never the case – and so it’s really exciting to see all the momentum.”
Using AI to Feed Growth
That evolution is also being accelerated by technology, particularly AI, which is reshaping how firms market their expertise, communicate with buyers, and position themselves online.
As much as the profession is changing, some core marketing practices remain, said Brian Swanson, chief search engine optimization (SEO) strategist with Flashpoint Marketing. Traditional SEO is not dead, he said, yet firms must position themselves for AI discovery by structuring content so that it answers direct questions and builds authority through original, consistent content that directs conversations. He noted that 93% of buyers use AI to research accounting topics or organizations, but he warned that 40% will disengage if the content loses the human touch and appears AI-generated.
Closing the Feedback Loop
Even with new tools and technologies, many of the profession’s biggest growth challenges remain deeply human – especially when it comes to gaining internal alignment and demonstrating the value of marketing and business development efforts.
Austin McNair, head of marketing at professional services marketing firm Hinge, said a classic dilemma is that success means having to engage the busiest, most inaccessible people in the firm. Time is always a barrier, but those who are doing an excellent job are those who can “close the feedback loop” by explaining the net results.
Getting Comfortable with the Uncomfortable
Taken together, the Summit’s conversations pointed to a broader reality: Accounting firms are operating in an environment where continuous adaptation is no longer optional.
Change isn’t just coming, it’s already here and it’s only going to accelerate. It’s been observed that the profession has changed more in the last five years than it has in the previous century, with AI, the influx of private equity, and competition from outside the industry.
Jen Lemanski, senior marketing manager with Withum, said the evolution of the profession was her biggest takeaway from Summit, which triggered strategic discussions through dozens of educational sessions, networking events and workshops. “If you’re not comfortable with change, you’ve got to get comfortable very quickly.”
Added Christian Moises, regional director – Americas, AGN International: “I think it depends on how our firms are going to respond to that moving forward. We can’t ignore it. It’s here, and it’s changing how we work.”
The message throughout the Summit was consistent: Firms that embrace change proactively – rather than resist it – will be best positioned to grow, compete, and lead in the profession’s next era.
