New research from Agile Market Intelligence reveals strong professional services engagement among Australian consumers. Consumer Pulse, a monthly survey of more than 1,500 Australian consumers on their financial health and behaviours, shows that about half of consumers (48%) are investing in professional expertise, with accountants leading demand and property-related services capturing significant market share across diverse consumer segments.
Key stats you need to know
- Nearly one in two consumers (48%) have engaged at least one financial or property professional service in the past year.
- Accountants capture the largest share of professional services engagements, serving one in four consumers (26%).
- Property-related professionals collectively serve nearly one in six consumers, with real estate agents (13%) and property managers (6%).
- Half of Australians (52%) have not engaged any financial or property professional services in the last 12 months.
1 in 4 consumers have engaged an accountant in the last 12 months
- Accountants and tax agents serve a quarter (26%) of the 1,534 consumers interviewed, representing the most common professional services category.
- This level of market penetration more than doubles the engagement rate of financial advisers at 12%. The requirements of tax and compliance appear to be a greater driver of professional engagement than financial management based on this statistic alone.
The stark difference between accounting and financial advisory engagement rates reveals the fundamental advantage of accountants supporting their retail clients through tax and compliance activities. Meanwhile, financial advisers must continuously justify their value proposition in competitive discretionary markets, accountants benefit from regulatory requirements that create automatic demand renewal cycles.
"While both professionals are supporting consumers to achieve their financial goals to some degree, accountants are clearly more popular, likely driven by tax and compliance requirements," says Michael Johnson, Director at Agile Market Intelligence. "Financial advisers exist to support the broader wealth creation and protection of Australians. The way we see it is that accountants have built their practices around solving problems consumers cannot ignore, while financial advisers compete in a space where consumers can always choose to do nothing."
19% of consumers have engaged property professionals in the last 12 months
- Property professionals collectively serve 19% of consumers (301 of 1,543 consumers surveyed).
- Real estate agents achieved 13% engagement, reflecting Australians' enduring interest in property markets and transactions.
- Property managers serve 6% of consumers, demonstrating the nation's commitment to investment property ownership beyond the family home.
Australia's cultural obsession with property creates unparalleled opportunities for professional services engagement. Unlike other discretionary services, property-related advice taps into deep-seated cultural values around homeownership, wealth creation, and social status that drive consistent consumer investment. Property professionals have tapped into Australia's fundamental belief that real estate represents the most accessible and reliable wealth creation vehicle for ordinary families.
"Australians don't see property professionals as service providers - they see them as wealth creation partners," says Michael Johnson. "The 19% of consumers who engage these professionals reflects a nation that views property expertise as essential infrastructure for building family wealth, not just completing transactions."
Half of Australians navigate financial decisions without professional guidance
- 52% of consumers (795 of 1,534 respondents) have not engaged in any financial or property professional service in the past 12 months, representing a substantial untapped market.
- This self-reliant segment manages tax obligations, property decisions, and financial planning without professional input despite increasing complexity.
The scale of unengaged consumers reveals both the challenge and opportunity facing professional services. While half the market operates independently, this suggests significant potential for firms that can demonstrate clear value and overcome engagement barriers.
"The 52% who avoid professional services aren't necessarily rejecting the value - they may not understand when they need help or how to access it," says Michael Johnson. "This represents the industry's biggest growth opportunity, but it requires rethinking how professional services are positioned, priced, and delivered to reach this self-reliant segment."
About the research
The Consumer Pulse survey collected responses from 1,534 Australian consumers throughout August 2025. The research examined professional services engagement patterns over a 12-month period by asking "Which of the following professionals or service providers do you currently engage or have engaged in the past 12 months?". The multi-select question format allowed respondents to indicate all professional services used, providing comprehensive coverage of professional services adoption patterns.
Consumer Pulse is a monthly tracker of over 1,500 Australian consumers developed by Agile Market Intelligence to monitor consumer sentiment, financial stress, and behavioural shifts across key household segments. The survey provides a real-time view of financial wellbeing in Australia, segmented by debt status and home ownership.
