Accounting professionals have clear expectations from their technology providers: competitive pricing, stable performance and intuitive interfaces that enhance, rather than complicate, their workflows.
Agile Market Intelligence’s 2025 Accounting Tech Review is based on a survey of over 700 accountants and bookkeepers across Australia on their experiences across different accounting and practice management platforms. In this article, we present the common themes from 400+ usable open-text feedback collected from April to August 2025, in which accounting professionals were asked to provide comments on the accounting tech platform they actively use.
Key stats you need to know
- Features and functionality comprised almost half (47%) of the feedback provided.
- 27% of comments were around pricing and value.
- The rest of the feedback were about user experience and interface (12%), support and updates (11%) and performance and reliability (4%).
Features and functionality drive platform selection
- Many accountants praised platforms for comprehensive reporting capabilities and robust compliance features.
- Positive experiences were often tied to software that streamlined workflows and integrated seamlessly with other tools.
- However, gaps in core functionality remain a significant concern, particularly around payroll processing and document management.
Platform functionality remains the primary consideration for accounting professionals when selecting technology solutions. Even where pricing is attractive, missing features or poor integration capabilities can quickly diminish user satisfaction. Accountants valued comprehensive toolsets that could handle diverse client needs, particularly the ability to manage complex reporting requirements was a recurring differentiator.
Direct quotes from accounting professionals
- "I have run this program since 1993. I am very familiar and like that it provides good financial reports."
- "A document management function would be extremely useful, similar to DocuSign, especially if trying to centralise all aspects of a business."
- "Great for people with limited bookkeeping skills, reporting is limited, interaction with ledgers poor, payroll is frustrating, issues with SuperStream can mean super is not paid."
"Accountants want platforms that enhance their capabilities, not create additional complexity," said Michael Johnson, Director at Agile Market Intelligence.
User experience determines daily satisfaction
- Complex interfaces and unintuitive workflows featured prominently in negative feedback. Accountants flagged outdated designs as major productivity drains.
- Simpler, more intuitive platforms directly influence user adoption rates, particularly among less technical team members.
- Clear error messaging and guided workflows were suggested as priority improvements.
User experience is an accounting technology battleground. Accountants consistently favor platforms that combine powerful capabilities with intuitive design. Many comments linked interface complexity with training costs and user resistance. Additionally, poor platform performance or user experience ties closely with users' perception of value for money.
Direct quotes from accounting professionals
- "[Platform] has been an incredibly useful platform for simplifying our accounting and financial processes. Its intuitive interface, seamless integrations, and real-time reporting capabilities have made a significant impact on our operational efficiency."
- "The Salesforce job management and billing system does not work for us. It is too complicated and time-consuming."
- "You've overcomplicated your software. Made it overly complicated to prepare a proposal. It's become too challenging to use."
"Platforms that require extensive training or create workflow friction will struggle to maintain user satisfaction, regardless of their underlying capabilities," said Michael Johnson.
Pricing pressures intensify platform comparisons
- High subscription costs and perceived poor value for money were frequently raised as switching triggers.
- Accountants called for more flexible pricing models, especially for smaller practices with limited client bases.
- Value-for-money concerns often centered on comparing pricing across competing platforms.
In accounting technology, pricing sensitivity varies significantly by practice size and client volume. Sharp pricing can attract new users, but without demonstrable value, it won't retain them. Value for money also stems from the reliability of features, platform functionality, as well as user interface. Several comments on pricing concerns included competitive comparisons, particularly where cheaper alternatives offered similar functionality, better performance, or better ease of use.
Direct quotes from accounting professionals
- "Great program and you have brilliant customer support. The price is why my clients choose you above [platform]."
- "[Platform 1] is a great program though it tends to be a bit glitchy which frustrates me. Customer service is brilliant, clients can easily use the program and it is very affordable for them. (unlike the [Platform 2] price)"
- “'Pricing plans are not as competitive in comparison to the other accounting software out in the market. In particular, the limited number of employees for payroll.”
"Competitive pricing opens conversations, but value demonstration closes deals. Accountants are increasingly sophisticated buyers who weigh total cost of ownership against productivity gains," said Michael Johnson.
About the research
The results from Agile Market Intelligence’s 2025 Accounting Tech Review are based on survey responses collected from over 700 accountants and bookkeepers across Australia from 22nd April to 21 August 2025.
The report is designed to benchmark accounting platform performance from the perceptions of Australia’s accounting and bookkeeping professionals. It captures sentiments towards functionality, service quality and platform features, to build year-on-year comparisons. Data has been weighted by practice size and role seniority to ensure a representative cross-section of the market.
A public version of the report will be made available to participants and industry in early November 2025. For more information about the full report, including the competitive analysis tool for technology providers, please contact jarrad.nash@agilemi.com.au.
