Why Millennials and Gen Z Clients Expect More From Their Accountants

The accounting profession has always been built on trust, accuracy, and consistency. But as client expectations evolve, accountants are finding that it takes more than technical knowledge to keep clients satisfied. Millennials and Gen Z, who now make up a significant portion of the client base, bring with them a very different outlook on how services should be delivered. They grew up with instant access to information, personalised experiences, and digital tools for just about everything. For accountants, this means the traditional ways of client engagement may no longer be enough.

Convenience Is No Longer Optional

Younger clients are used to accessing services on demand. If they can order food, apply for a loan, or book travel with a few taps on their phone, they will naturally expect the same from their accountant. They don’t want to sift through endless email chains or wait days for a document; they want quick responses, online access, and clarity without delay. Firms that are still tied to paper-based systems or manual processes risk being perceived as outdated, even if the work itself is technically sound.

Transparency Builds Trust

Another defining trait of Millennial and Gen Z clients is their expectation of transparency. They don’t want to hand over their tax information and wait in silence until the final product arrives. They want to know where things stand, how long it will take, and what it will cost. Regular updates, clear explanations of fees, and accessible progress tracking are becoming non-negotiable. When clients feel included in the process, they are more likely to stay engaged and more likely to trust the outcome.

Communication Styles Are Changing

It’s no secret that younger generations are less inclined to phone calls or formal sit-down meetings. They prefer messages, quick video calls, or dashboards that allow them to check progress themselves. This doesn’t mean they don’t value the accountant’s role; it means they want communication to fit naturally into their lifestyle. Accountants who adapt to these preferences will find it easier to maintain strong client relationships without adding unnecessary back-and-forth.

Technology Is Part of the Client Experience

For Millennials and Gen Z, technology is not just a back-office tool; it’s part of the service itself. When clients can log into a secure portal, view their documents, or receive automatic reminders, they see their accountant as modern, reliable, and efficient. On the other hand, firms that rely heavily on email attachments or manual reminders can unintentionally appear less professional, even if the underlying service is excellent. In many ways, technology has become an extension of how trust is built.

What This Means for Accounting Firms

The generational shift isn’t something on the horizon; it’s already happening. Firms that take the time to adjust their approach will not only retain younger clients but also attract new ones who are actively seeking accountants that align with their expectations. This doesn’t mean abandoning the fundamentals of accuracy and compliance. Instead, it means packaging those fundamentals in a way that is accessible, transparent, and client-friendly.

Practical steps include:

• Offering digital document portals so clients can access their records anytime.

• Using clear, simple communication for updates and deadlines.

• Setting expectations upfront about timelines and fees.

• Embracing automation for reminders and progress tracking to reduce friction.

• Asking clients directly how they prefer to communicate.

These changes may seem small, but they can make a significant difference in how clients perceive value. For younger generations, efficiency and clarity are not luxuries; they’re part of what makes a professional relationship worth maintaining.

A Shift That Benefits Everyone

The good news is that these expectations don’t just benefit Millennial and Gen Z clients. Improved communication, clearer workflows, and better use of technology create a smoother experience for all clients, regardless of age. They also reduce stress for accounting teams, who spend less time chasing documents, following up on deadlines, and resolving miscommunication.

By adapting to the needs of the next generation, accountants are not just keeping up; they’re building practices that are more resilient, efficient, and future-ready. Millennials and Gen Z may be pushing the change, but the entire profession stands to benefit.