Consumer Pulse research reveals significant disparities in professional service engagement across Australian demographics, with self-employed freelancers being most likely to use accountants while financially anxious consumers face systematic barriers to accessing accountant support.
Consumer Pulse, a real-time always-on survey asked Australian consumers "Which of the following professionals or service providers do you currently engage or have engaged in the past 12 months?" The results reveal significant disparities in professional service engagement across demographics, with self-employed freelancers being most likely to use accountants while financially anxious consumers face systematic barriers to accessing accountant support.
Key stats you need to know
- Self-employed freelancers use accountants at 35%.
- Mortgage holders show 33% usage compared to just 18% for renters - a 15 percentage point gap.
- Financially confident consumers outpace anxious individuals by 8 percentage points (28% vs 20%).
Employment: Freelancers most likely to use accountants
Self-employed freelancers are significantly more likely to use accountants than other employment groups, outpacing traditional employment sectors and non-working consumers.
- Self-employed freelancers are most likely to use accountants at 35%, which is 11 percentage points higher than the general population.
- Private sector employees use accountants at 30%, which is 6 percentage points higher than the general population.
- Non-working consumers are least likely to use accountants at 15%, which is 9 percentage points lower than the general population.
The employment sector analysis reveals that business complexity and income variability drive professional service demand. Freelancers require specialist advice for irregular income management, business expense optimization, and tax compliance across multiple income streams.
However, significant opportunity remains untapped: Despite freelancers being most likely to use accountants, only 1 in 3 (35%) currently engage accountants. This means nearly two-thirds of self-employed freelancers - those facing the most complex tax situations - are managing their finances without professional support.
Michael Johnson, Director, Agile Market Intelligence: "The freelancer premium demonstrates how income complexity creates sustained demand for professional tax support. But the fact that 65% of freelancers still don't use accountants reveals a massive market opportunity. These are precisely the consumers who would benefit most from professional guidance on GST, business deductions, and cash flow management."
Housing: Mortgage holders use accountants more than renters
Housing status demonstrates a significant impact on professional service engagement, with mortgage holders being more likely to use accountants than renters and other residence categories.
- Mortgage holders are more likely to use accountants at 33%, which is 8 percentage points higher than the general population.
- Renters are less likely to use accountants at 18%, which is 6 percentage points lower than the general population.
- Outright owners use accountants at similar rates to the general population (25%).
The residence analysis reveals that mortgage complexity drives professional service demand. Mortgage holders require specialist advice for tax deductions, investment property management, and refinancing strategies, while renters face both reduced tax complexity and potential cost barriers.
Michael Johnson, Director, Agile Market Intelligence: "The mortgage holder premium reflects the tax complexity that comes with property ownership. These consumers need professional guidance for optimizing mortgage interest deductions, managing investment properties, and navigating refinancing decisions."
Financial confidence: Financially secure consumers more likely to use accountants
Financial confidence levels demonstrate significant impact on professional service engagement, with confident consumers being more likely to use accountants than financially anxious individuals.
- Financially confident consumers are more likely to use accountants at 28%, which is 4 percentage points higher than the general population.
- Anxious consumers are less likely to use accountants at 20%, which is 4 percentage points lower than the general population.
- Neutral consumers use accountants at 21%, slightly below the general population average.
Financial anxiety analysis reveals that professional service engagement correlates with financial confidence rather than financial need. Confident consumers view accountants as strategic advisors while anxious individuals may avoid professional services due to cost concerns or complexity fears.
Michael Johnson: "The financial anxiety data shows a concerning pattern where those who might benefit most from professional advice are least likely to access it. Anxious consumers face barriers that prevent engagement with accountant support when they may need it most."
Family structure: Couples with adult children use accountants most
Household structure demonstrates notable variations in professional service engagement, with couples having non-dependent children being most likely to use accountants.
- Couples with non-dependent children are most likely to use accountants at 31%, which is 6 percentage points higher than the general population.
- Other household compositions are much less likely to use accountants at 16%, which is 8 percentage points lower than the general population.
- Families with dependent children use accountants at 27%, slightly above the general population average.
The household composition analysis reveals that life stage complexity drives professional service demand. Empty nesters with non-dependent children typically have higher incomes, investment properties, and complex tax situations requiring professional guidance.
Michael Johnson: "The empty nester premium reflects peak earning years combined with investment complexity. These households typically manage multiple income streams, property investments, and retirement planning that benefit from professional tax advice."
Understanding the data: Correlation vs causation
While the data reveals clear patterns in accountant usage across different demographic segments, it's important to recognize that correlation doesn't imply causation. The over-indexing among certain groups - freelancers, mortgage holders, and financially confident consumers - primarily reflects more complex financial circumstances rather than inherent characteristics of these populations.
What drives the patterns:
- Complexity, not demographics: Self-employed freelancers don't use accountants because they're freelancers, but because irregular income streams, business expenses, and GST obligations create tax complexity that benefits from professional guidance.
- Circumstantial needs: Mortgage holders engage accountants not due to homeownership itself, but because property investments, refinancing decisions, and tax deduction optimization require specialist knowledge.
- Confidence through complexity: Financially confident consumers may appear more likely to use accountants, but this often reflects their exposure to investment portfolios, multiple income sources, or business interests that necessitate professional advice.
The accountant opportunity: These correlations highlight where accountants can provide the deepest value through their existing client touchpoints. Rather than viewing segments as naturally high or low users, the data reveals specific financial complexity areas where professional guidance becomes essential - from helping freelancers manage irregular cashflow to supporting mortgage holders with investment property strategies.
The untapped potential is significant: Even among those most likely to use accountants, substantial gaps remain. Only 1 in 3 freelancers (35%) use accountants despite facing the most complex tax obligations. Similarly, just 1 in 3 mortgage holders (33%) engage professional support despite managing property investments and refinancing decisions that benefit from specialist guidance.
Michael Johnson: "The key insight isn't that certain demographics naturally use more accountants, but that financial complexity creates genuine need for professional support. Accountants who understand these complexity drivers can better serve existing clients and identify where their expertise adds the most value."
About the research
This analysis examines Consumer Pulse data collected from August 1st to September 12th, 2025, covering a nationally representative sample of 2,176 Australian consumers. The research captured demographic, financial, and behavioral data across this six-week collection period.
Consumer Pulse is a real-time survey of 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 across a range of topics.
