In just a few short years, the accounting profession and clients’ expectations of their accountants have changed significantly. According to a recent study by ADP®, more than 90 percent of them are looking to their most trusted, strategic advisors to help them – their accountants. These clients lean on their accountants for not only the traditional bookkeeping, accounting and financial compliance matters, but also for complementary offerings like HR / talent management and help them guide business decisions.
In an era where AI is becoming all-pervasive for organizations across all sizes, the ability to move from input to insight will define firms that will succeed in this new world of work. By transforming everyday operational data into actionable intelligence, accounting firms can deepen their client relationships while delivering greater value.
Here are four ways that accounting firms can unlock advisory opportunities for their clients:
Make better use of existing data
For many organizations, the workforce data they have access to never goes beyond basic reporting and compliance requirements. However, by stopping there, they miss out on the true value the data can provide. By analyzing trends such as wage growth, overtime clocked, and employee turnover, accountants can proactively identify potential risks and opportunities for their clients. This approach allows firms to deliver valuable insights without adding additional workflows or services, reshaping how existing data is already being used.
Look at payroll data through a strategic lens
Traditionally, accountants have looked through financial statements to explain business performance. However, given that payroll data captures workforce activity in real time, it provides a forward-looking view of one of a company’s largest operating expenses. For instance, ADP DataCloud reports that more than 55% of organizations using ADP metrics reduced overtime costs and 60% of organizations using its turnover-cost analytics reduced voluntary turnover costs.
Therefore, as payroll becomes increasingly data-driven, accountants have an opportunity to evolve from processors of payroll information into strategic advisors who help clients forecast labor costs, improve retention, optimize staffing levels, and make more informed growth decisions.
Embrace technology as part of the shift
While AI and other advanced tools are making it easier to surface deeper business insights, the move to advisory is ultimately about how firms integrate technology into their workflows and client service models. AI can help accountants quickly analyze data, identify patterns, and surface trends which frees up time to focus on more valuable, strategic conversations. Thomson Reuters’ 2025 Future of Professionals Report found that organizations with a clearly defined AI strategy were twice as likely to experience revenue growth.
At the same time, firm leaders must equip their teams with the skills and confidence to translate data-driven insights into clear and practical recommendations. According to ADP Research, workers who receive training and development from their employers are more likely to feel safe in their jobs. And when workers feel safe in their jobs, they are 3.3 times more likely to describe themselves as highly productive. Ultimately, becoming a strategic advisor means using technology to not only enhance insight, but to strengthen relationships, support employee development, and deliver more consistent, high-impact client value.
Partner with experts to navigate regulatory complexity and expand your expertise
With employment standards, tax regulations, and compliance requirements constantly evolving, staying current can be a time-consuming and confusing process for many small businesses. Often, partnering with payroll providers to manage day-to-day compliance efficiently and accurately is one solution accounting firms should consider. For example, 93 percent of accountants working with ADP Canada report that payroll processes have become easier. This allows firms to reduce risk, save time, and focus on higher-value advisory services that drive impact for their clients.
Additionally, accountants have an opportunity to leverage partnership with firms like ADP to expand into HR advisory. Effective workforce planning starts with alignment between HR, operations, and finance. Therefore, for accountants pursuing advisory opportunities, talent, retention, compensation, and workforce planning are no longer peripheral HR topics, but rather core business issues that directly influence profitability and growth.
As the accounting landscape continues to evolve, firms that successfully bridge the gap between data and insight can prepare themselves for future success. Gone are the days when payroll and HR were seen as only back-office functions. Today, they are a powerful foundation for advisory. By embracing this shift, accounting professionals can meet rising client expectations and redefine the role they play in supporting business success in the future of work.
About Author
Garima Dhawan, Head of Channel Partner Operations, ADP Canada Small Business Services
Garima Dhawan leads the operations for all channel partners, including accountants and banks. She is responsible in building the infrastructure to drive scalable growth and seamless client experience for ADP and its partners. In this capacity, she is focused on product and process improvement, in addition to people growth.
Garima joined ADP in 2022 as Director for the Corporate Strategy team. There, she was responsible for annual strategic planning for ADP Canada, including go-to market strategy. Prior to joining ADP, she has nearly a decade of strategy and finance experience, five of them in Management Consulting at Deloitte.
Garima was recently recognized and awarded as one of the Most Inspiring Women Entrepreneurs & Business Leaders in 2026 by the Canadian SME Business Magazine.
Garima lives with her spouse in Toronto. Outside of work, she is a dance enthusiast and continues to learn various dance forms. She also volunteers with kids organizations to teach business and financial concepts to young children.
