Intuit Quickbook’s Growth and Marketing Maturity Benchmarking Report 2025 synthesises insights from 460 Australian accounting practices to highlight the industry’s most critical technology and AI adoption concerns.
Cost, time, and data privacy are the biggest obstacles for firms adopting technology and AI. High-growth firms face similar challenges but are especially sensitive to system integration, limited expertise, and unclear ROI.
Key stats you need to know
- Cost (56% of firms) and time (also 56%) are the top barriers to technology adoption for accounting firms.
- 43% of high-growth firms also view system integration as a critical obstacle to adopting new technology.
- Client data privacy is the leading concern (54% of firms) when integrating AI more deeply into firm workflows.
High costs, time constraints hinder technology adoption in accounting firms
- 56% of practices point to cost, lack of time, and implementation time as the top 3 barriers to implementing new technology.
- High-growth firms also see poor system integration as a major barrier, with 43% reporting this challenge alongside cost (43%) and implementation time (46%).
- More high-growth firms face challenges from limited internal expertise (28% vs. 23%) and unclear ROI (28% vs. 22%) compared to the overall average.
Lack of time, long implementation periods, and budget constraints are the top barriers to technology adoption in accounting firms. These concerns are especially pronounced among conservative firms (57%, 60%, 61%).
High-growth firms also contend with these challenges but are particularly more sensitive to system integration concerns (43% vs 36% overall), limited internal expertise (28% vs 23%), and unclear ROI (28% vs 22%). This reflects both the breadth of their technology environments and their willingness to experiment with new platforms.
“High-growth firms are not just adopting more technology, they are navigating the friction that comes with it,” says Michael Johnson, Director at Agile Market Intelligence.
“While costs and time pressures are universal, issues with integration, internal tech support, and unclear ROI highlight the sophistication of their technology stack.”
Protecting client data is top concern for accounting firms integrating AI into their workflows
- More than half of firms (54%) cite client data privacy as a critical consideration that prevents them from deeper AI integration, followed by concerns with accuracy (48%).
- Firms also report a lack of understanding of how AI works (28%) and limited confidence in using AI tools (22%).
- 1 in 10 (14%) firms cite budget as a concern.
Data privacy is the top concern for 1 in 2 (54%) accounting firms exploring deeper AI integration. Handling sensitive client information daily in a regulated environment, accountants are cautious about who can access data, how it is processed, and how vulnerable it is. Accuracy is also critical, cited by 48% of firms, reflecting apprehension about the reliability of currently available AI tools.
Other barriers, like limited understanding of AI (28%) or confidence (22%) in using it, affect fewer firms but highlight areas where training and transparency could boost adoption. Budget constraints (28%) are even less frequently cited, suggesting that the main friction lies in trust and control rather than cost.
"Accounting firms are eager to leverage AI for efficiency, but protecting client information and ensuring accurate outputs remain non-negotiable priorities."
About the research
The Growth and Marketing Maturity Benchmarking Report 2025 is based on quantitative research conducted by Agile Market Intelligence, reflecting the sentiments of 460 accounting practices across Australia, and collected between September and October 2025.
You can download the report here.
Intuit Quickbooks is hosting The High-Growth Practice Benchmark, a data-driven discussion on Growth & Marketing Maturity Report. The session uncovers how top performers use the right strategies, systems and technology to achieve success. Register for the webinar here.
