A few years ago, many firms approached technology like a patch. Something wasn’t working? Plug in a new tool. A client had a unique need? Layer in another system. It was functional, but not scalable. Over time, that approach created something unexpected: a growing sense that technology was not solving problems, but creating them.
That’s the reality that many client advisory services (CAS) leaders are grappling with today—not because they lack tools, but because they lack alignment. And the more I talk with firms, the clearer it becomes that implementing a CAS growth strategy without technology is no longer optional. Growth isn't just about adding clients or services: It's about creating infrastructure that can support those goals and scale them over time through CAS technology.
The turning point
Recently, we set out to better understand how firms are approaching growth, technology and the intersection of both. With BILL, we partnered with Wakefield Research to survey 400 professionals across the accounting landscape.
One stat stopped me in my tracks: 97% of firms say they’re using their technology inefficiently. That’s nearly all of us. And yet, 86% of firms that plan to grow in the next year have a detailed technology roadmap in place. The contrast is striking. While the majority of firms have some level of inefficiency with their tech stack, they understand that technology is the way they’ll win in the future.
Three gaps holding firms back from full tech adoption
The survey highlighted three core issues firms are facing. First, internal teams are adopting the new technology without taking the time to explore the full breadth of capabilities the tool offers. Teams might implement a new platform but never go back to explore its full potential. As one leader put it, “We get to minimal viable usage and never circle back.”
Second, a lack of standardization creates chaos. When every client uses a different system—or worse, when the firm adapts to every client's preferences—it becomes impossible to scale. Each engagement requires a custom process. Each report, a custom solution. Over time, that fragments your operations and burns out your team.
Third, many firms are still building confidence in their ability to offer strategic advisory services. They want to shift from compliance to insight but lack the data, tools or industry-specific knowledge to get there consistently.
Evolving a technology road patch to a technology roadmap
What does it look like when a firm gets this right? It starts with mindset. Firms that view their technology roadmap, not as a shopping list, but as a blueprint for client experience, employee engagement and scalable service delivery are seeing meaningful results. This is the essence of digital transformation for accounting firms. They’re not chasing every new tool. They’re building systems. They’re designing workflows that support the way their teams and clients actually work. And they’re treating their tech partners as co-architects, not just vendors.
Ariege Misherghi of BILL shared: “The shift is from doing the work to designing the system that does the work.” When technology automates the repetitive tasks, your team can focus on what really matters: helping clients make decisions, interpret data and move their businesses forward.
Standardization isn’t restriction. It’s strategy.
Only 37% of firms require their clients to use their firm’s technology. That number should be higher. Not because we want to be rigid, but because we want to be efficient. Standardization isn’t about limiting your service; it’s about creating a foundation that allows you to deliver consistent excellent results.
When everyone is on the same tech stack, your team can focus on advising instead of translating data across tools. Training becomes easier. Reporting becomes faster. And your ability to scale doesn’t depend on heroic individual effort. It’s a vital part of scaling CAS with technology.
AI isn’t just the future; it’s a new layer of capabilities.
We often hear the question: “Is AI going to replace accountants?” But that’s the wrong question. What we’re actually seeing is a shift in roles. The firms that are ready for AI aren’t waiting for the technology to mature. They’re preparing now, by building clean systems, standardized processes and integrated platforms. This strategic maturity is an important journey to optimized accounting firm technology integration.
AI thrives in structured environments. Without a clear foundation, it can’t deliver meaningful results. But with one in place, firms can begin to move from automation to autonomy. AI in CAS can transform how your firm can deliver insight, not just process data.
From trusted vendor to strategic partner
Many of the firms we spoke to are starting to expect more from their technology partners. It’s not enough to provide software. True partners help firms optimize, onboard and stay current as tools evolve.
The most effective teams also have internal champions—those early adopters who are curious, engaged and excited to teach others. These champions aren’t always in leadership. Often, they’re accountants at different levels who use the tools daily and see opportunities for improvement. Giving them ownership accelerates adoption and deepens team engagement, which all contributes to the confidence needed to be strategic partners to clients.
Where growth really begins
Growth doesn’t start with client acquisition. It starts with clarity. Clarity about who your firm wants to serve, who it serves best and the systems needed to deliver consistently. That clarity allows you to align your technology, your people and your processes around a shared goal.
And when that happens, growth becomes less about chasing and more about choosing.
Your next step
The full CPA.com & BILL Growth & Technology Survey eBook dives deeper into these trends, offering benchmarks and insights you can use to shape your own technology strategy.
Want to hear how leaders across the profession are approaching these challenges? Watch the archived webinar for a candid discussion on what’s working—and what’s next.
About the author
Kim Blascoe, CPA, leads CPA.com’s CAS 2.0 practice transformation programs, focusing on helping firms establish and grow optimized CAS practices through consulting, practice development and training offerings. Prior to joining CPA.com, Kim spent more than 30 years in public accounting, which included leading the CAS practice for a Top 20 firm.
