Measuring digital maturity of accounting firms with The Access Group

The challenge

The Access Group is a leading provider of business management software for small and mid-sized organisations. The Access Group’s Accountants Division has solidified a long standing relationship with Agile Market Intelligence as they continue on a mission to deliver industry-leading software solutions to accountants that create better outcomes for their business and clients.

The Access Group’s Accountants Division has identified that many accounting practices do not have the right technology or appropriate software solutions in place, with many adopting too many or not enough of the right technology.

The Access Group approached Agile Market Intelligence to connect with accountants and discover how to better inform those accountants on how with the right technology, they could better succeed.

Solution

We conducted ad hoc research to survey Australian accountants to understand The Access Group’s audience.

Starting with a discovery session with The Access Group, we built a research framework and process to survey over 400 accountants to unpack key focus areas.

Research Results

Our research found that only 1 in 5 accounting practices used a suite of technology that met all of their needs and only 1 in 4 identified themselves as having the right tools and technology to meet their needs. Only 13% of accounting practices stated that they offer a “complete” digital client experience and have achieved their full potential. It is becoming increasingly important for accounting practices to have the right technology solution to succeed.

For The Access Group, this indicates a massive potential to build their client base and better equip accounting professionals with tools for success.

Client results

After collecting and analysing the data from the survey, we produced a whitepaper, ‘Australian Accounting Digital Maturity Report 2024’. We launched this whitepaper in January 2024 via one of Australia’s leading accounting trade-media platforms, Accountants Daily, as well as on The Access Group’s website as a free-to-download article.

By publishing our research to a relevant, engaged audience, we successfully positioned The Access Group as the solution provider for all accountants, reinforcing the need for their services, and building brand awareness.