As accountants, compliance work often forms the foundation of what we offer. We live by deadlines, and because so much of our work centers on forms and filings, we’ve been called everything from “paper pushers” to “bean counters.” Traditional compliance services are relatively easy to value by estimating hours and factoring in overhead costs for software and staff — and many accountants use those metrics to determine their fee structure.
What you’ll learn
What you’ll learn
Key takeaways
- Many accountants already provide significant intangible value but often fail to communicate or price it clearly
- Burnout and client dissatisfaction frequently stem from giving away advisory support without structuring it
- Intangible services can be packaged into tiered offerings or consultations that align value with pricing
- Clearly articulating your full value strengthens client relationships and positions your firm to thrive as the profession evolves
While this type of pricing model worked well in a slower-paced universe, it’s quickly becoming outdated. These days, our clients face constant information overload, unprecedented access to investment opportunities, and it seems there are infinite paths online to building wealth and starting new ventures. The accounting profession is still adjusting to this new reality, and many of us are feeling the strain.
Many accountants I meet feel overextended — constantly busy, yet not fully compensated for the value they’re providing. At the same time, clients can feel under-informed or unsure of what they’re actually receiving. It creates tension on both sides (and ultimately something’s got to give).
The inadvertent disconnect
In practice, I’ve found that one of the biggest disconnects between accountants and their clients lies in the intangible value that sits beneath the surface.
The accountant’s perspective
Here’s how this typically plays out: accountants either offer intangible value for free without effectively communicating what it consists of and why it matters (leading to burnout and resentment), or they don’t offer it at all because it hasn’t been built into their pricing and service processes.
The client perspective
On the client side, they’re either inadvertently receiving much more than others without knowing it (or paying for it), or frustrated that they can’t seem to get the time and attention they’re begging for. This leads to either party terminating the relationship at any given point, often with hurt feelings on both sides.
As accounting professionals, the last thing we want is to feel overworked, resentful, or have clients who feel dissatisfied with the service they’re receiving. Instead of chasing perfection, we can focus on leveling up both our revenue and client satisfaction by updating our pricing and positioning to reflect the value we actually provide.
What intangible value in the accounting profession looks like
So, what are the intangible services I’m alluding to? The answer may surprise you — especially when you realize how much of this you’re already providing, but not expressing as a benefit or bundling into your pricing. When you step back, these intangibles tend to fall into a few meaningful categories — which makes them much easier to package, price, and communicate.
Strategic and consultative value
- Acting as a sounding board for business decisions clients aren’t comfortable making alone, and providing a space for business owners to discuss their finances.
- Asking questions that surface risks, blind spots, or opportunities clients haven’t considered on their own.
- Encouraging financial growth and assisting with exit or succession planning that shapes the long-term trajectory of their business.
- Identifying missed deductions and tax savings opportunities that clients would never find on their own.
- Giving advice regarding purchases, sales, and transfers of both tangible and intangible assets.
Keep in mind
“Often, the most valuable thing or service we provide isn’t filling out a document — it’s the question that surfaces a risk or opportunity a client didn’t see coming.”
— Marit Burmood, CPA, EA and Ledger contributor
Risk management plus compliance protection
- Listening for “alarm bells” early — before they turn into penalties, cash flow crises, or avoidable missteps.
- Peace of mind around compliance with state and federal regulations. Often, this extends beyond tax and accounting compliance, as many accountants assist with workers’ compensation, worker classification, employee hiring and termination, and other regulatory matters that are critical but completely invisible to clients.
- Responding to governmental letters and walking clients through issues as they arise, helping them stay calm and make informed decisions.
- Preparing estimated tax projections and W-4 guidance to minimize surprises at tax time.
Advocacy and representation
- Meetings with third-party advisors (attorneys, bankers, financial planners) in which the accountant serves as the client’s financial translator and advocate.
Infrastructure and operational support
- Setting up safe and secure systems for clients to access and submit their sensitive financial information.
- Professionally prepared financial statements and tax returns that clients can rely on and use as needed to obtain loans, approvals for bids, and other critical business needs.
- Engaging in extensive research on behalf of the client to ensure the client is being given the most up-to-date and accurate information.
Research isn’t extra — it’s expertise
“Handling research and associated requests is one area where accountants often reduce their price, assuming they “should” already know the answer. But thoughtful research and due diligence are part of the value. Taking the time to ensure accuracy isn’t a weakness — it’s professionalism.”
— Marit Burmood, CPA, EA and OnPay contributor
Experience and relational capital
- Supporting early-stage or “baby” businesses with guidance that goes far beyond what they can formally afford or even know to ask for.
- Years of knowledge, experience, education, and continuing education that many accounting professionals bring to every interaction.
Whew! When you step back and look at it this way, the gap between what we “deliver” and what we actually provide becomes pretty clear.
The most mind-blowing thing about this list is that it isn’t even comprehensive — many of you could add to it. The answer to getting paid for providing them lies in learning how to add them into your packages and communicate their value effectively so clients understand how these services protect and strengthen their business long-term.
| Tangible deliverables | Intangible value clients often overlook |
| Tax returns | Acting as a sounding board for business decisions |
| Financial statements | Spotting risks before they become costly problems |
| Bookkeeping reports | Providing peace of mind around compliance |
| Payroll processing | Responding to government letters and preventing panic |
| Required filings | Translating financial information for attorneys and bankers |
| Annual tax meetings | Identifying missed deductions and savings opportunities |
| Compliance documentation | Researching complex issues to provide accurate guidance |
How to package and price intangible value
When I first learned about client advisory services, I struggled to understand what I would offer my clients beyond the basic compliance tasks that had always been the foundation of my practice. At that time, I had no idea that all the extra things I naturally provided held significant value, because to me they simply felt like standard practice — what any good accountant would offer in the course of business.
That said, I was sick of feeling busy all the time while my bank account ran on fumes. So I decided to sit down and start listing out everything I was actually doing for my clients.
Where things started to shift
As the list grew, I quickly realized I had something I could build on, and I was able to create three different tiered packages, which then gave me the framework to present everything included in my offerings during discovery calls with new clients.
Just by implementing these changes, my mindset began to shift, and with a little bit of practice, I was also able to transition the discussion with current clients as well.
As my view of how important these intangible items became clearer, I built on the packages and started offering one-off services for clients who weren’t on a monthly subscription but wanted a little more care than an annual discussion during tax time or a once-a-year book cleanup session.
Additionally, I created consultation packages for random people who would reach out sporadically, seeking specific guidance on unique issues (you know, the ones I used to ignore because I didn’t want to waste my time talking to them and getting nothing in return).
The takeaway? Everything I had been doing for free was slowly incorporated into my pricing model and presented in a way that made us both feel like we were winning.
In turn, my confidence began to grow, my practice grew, and my revenue tripled within a matter of months.
Turning awareness into action
I want to be clear that this isn’t about manipulation or squeezing more money out of your clients through unethical tactics. Operating your business this way can break trust and damage your professional reputation. Instead, the goal is to recognize, articulate, and stand behind the value you’re already providing, even when it’s hard to measure.
Start by making your own list (you can use the one above to get you started) and take stock of the things that you’re doing for your clients beyond the obvious deliverables.
- What questions do you answer?
- What crises do you help them avert?
- What peace of mind do you provide?
Once you can see it clearly, you can begin to communicate it effectively and price it appropriately. I’m here to tell you that your knowledge, experience, and judgment matter. Your accessibility and responsiveness matter. Your ability to spot problems before they escalate matters. It’s time we started treating them that way and bridging the gap that’s widening every day as technology continues to speed up around us.
The accounting profession is evolving, and those who learn to recognize, provide, and charge for their full value will thrive; while those who continue to gatekeep or give it away for free will burn out or go under. What will you choose?
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Marit Burmood is a tax advisor, small business coach, and financial educator dedicated to helping entrepreneurs achieve financial success. She holds a Master’s Degree in Taxation and is a CPA and EA with over a decade of experience guiding small business owners and tax professionals through the complex landscape of entrepreneurship.