Everyone’s talking about AI. But the firms pulling ahead in 2025 aren’t the ones using the most tools. They’re the ones using their time better.
In theory, we’ve never had more technology. In practice, many firms feel further away from clarity and control than ever. From compliance demands like MTD, to endless client expectations and chaotic internal systems, accountants and bookkeepers are still stuck doing far too much manual work.
The result? Overworked teams, underwhelming margins, and too little time for the strategic work that actually grows a firm.
We’ve been listening to hundreds of firms through our research, watching the common patterns emerge and engaging in lively conversations this event season. And five clear truths stand out. These aren’t trends. They’re the day-to-day friction points that are slowing firms down, and the smartest firms are already acting on them.
Here’s the 5 messages and reflections that have really stuck with us so far this year at Modulr.
1. Your systems are silently draining your team's time
2. AI isn't replacing you, but poor system design might
3. MTD isn’t just a deadline, it's your chance to reset
4. Manual payments are still holding firms back, but not for long
5. The future isn't AI, it's you
1. Your systems are silently draining your team’s time
Many practices uses more than ten tools to get through the week. But without integration, every tool becomes another source of friction.
We’re hearing the same frustrations again and again:
- Payment files that don’t match ledger data
- Client emails that need chasing (again)
- Invoices hiding in inboxes
- Approvals lost in someone’s to-do list
Sound familiar?
These delays aren’t just annoying. They’re expensive. They push your team into firefighting mode and chip away at client confidence.
The firms making real progress aren’t adding more apps. They’re connecting the right ones, and building integrated, automated workflows that get out of the way.
Modulr helps eliminate friction at the root, automating everything from invoice capture to supplier payments and payroll, all within your existing tools like Xero, BrightPay, or Sage.
The tools are there to make the processes you do simpler, to find out more about how to build these into your processes by becoming a Fractional CFO in 5 steps.
2. AI isn’t replacing you, but poor system design might
The AI conversation has matured. The hype is fading, and the real question is taking centre stage: “What should we actually automate?”
The answer? The work that drains your focus and time, not the work that builds relationships.
Smart firms are approaching AI and automation with clarity. They’re not chasing tools; they’re redesigning processes:
- Automating what’s repetitive or error-prone
- Keeping human connection where it adds value
- Being deliberate about how tech fits into client service
You don’t need to “do AI” to be competitive. You need to make space, and use that space wisely.
3. MTD isn’t just a deadline, it’s your chance to reset
Let’s be honest: MTD isn’t new. But in 2025, it’s real.
With new requirements for Income Tax Self-Assessment (ITSA) and other digital reporting obligations now firmly on the radar, the pressure is mounting, but so is the opportunity.
Because MTD isn’t just about compliance. It’s a catalyst for change.
Done right, it can:
- Create cleaner data
- Reduce duplication and manual entry
- Provide a real-time financial picture for clients
- Set the foundation for deeper advisory services
The firms that thrive under MTD won’t be the ones ticking boxes. They’ll be the ones using MTD to help clients think bigger and act faster.
4. Late payments are still a nightmare – and SMEs can't solve it alone
Despite all the tech available, payments remain surprisingly painful.
Ask around, and you’ll hear it:
“We’re still uploading files manually.”
“We can’t send payments until the client replies.”
“I spent Friday night doing payroll again.”
For too long, payments have been an afterthought. But that’s changing fast.
Firms are waking up to the fact that payment processes are the service. And they’re asking:
- Why are we still handling this manually?
- Could we automate or offer this as a managed service?
- Are we adding value here, or just adding admin?
Automation tools like Modulr are enabling firms to streamline how they pay staff, suppliers, and HMRC, reducing the time spent on repetitive tasks and increasing reliability at every step.
It’s not just about saving time. It’s about delivering a better experience, for your team and your clients.
5. The future isn’t AI. It’s you.
Here’s the shift we’re seeing everywhere: less admin, more advice.
The firms growing fastest aren’t just “doing” the books. They’re becoming strategic partners, helping clients navigate funding, investment, cash flow planning, and business transformation.
It’s not just a trend. It’s a new business model and you no-doubt hear about it all the time: the Virtual FD, advisory, fractional CFOs.
And it’s gaining serious traction, especially in the mid-market. These clients are too big to do it alone, but not ready to hire a full-time CFO. They’re crying out for flexible, strategic financial support, and accounting firms are perfectly positioned to step in.
In our latest research, 75% of firms reported increased demand for business strategy advice. But only a minority have positioned themselves to meet it.
That’s where payment automation plays a crucial role. By removing the time drain of repetitive admin, you free up capacity for advisory work — and open up new revenue streams in the process.
Final thoughts? Time is your competitive advantage. Use it wisely.
Every firm has access to tech. Every firm has clients feeling the pressure of MTD, cash flow gaps, and rising expectations.
So what’s the difference between firms that are thriving and those that feel stuck?
It’s how they use their time.
Time spent switching between platforms, chasing emails, or fixing manual errors is time you could be spending on:
- Scenario planning and forecasting
- Strategic conversations with clients
- Building higher-margin services
The good news? You don’t need to overhaul your entire business to make progress.
Start with the small changes that create space, then use that space to do better work.
Because in 2025, progress isn’t about the next big tool. It’s about designing systems that help your team thrive, your clients succeed, and your firm grow.
