still, many fear loss of clients.
by 卡塔尔世界杯常规比赛时间 research
four in five u.s. accounting firms plan to raise prices in 2026, and most are doing so confidently.
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more than 80% of accounting and tax firms say they intend to increase fees next year, with 37% targeting a 5% hike and 30% aiming for 10% increases. only 6% rule out any price changes. the shift marks a turning point for an industry long dogged by fee stagnation and underpricing. now, driven by rising labor costs, inflation, and client demand for higher-value services, firms are becoming more assertive in charging what their work is worth.
“pricing is the number one lever most firms aren’t pulling hard enough,” ryan lazanis, cpa and ceo of future firm, says in the report from ignition, a provider of billing and receivables software. “done right, it can completely transform your revenue, your workload, and your life.”
confidence levels are climbing. two-thirds of respondents describe themselves as at least somewhat confident in their pricing strategy, and 26% say they’re very confident. only 9% express low or no confidence.
that confidence is translating into action. more firms are experimenting with value-based pricing and fixed-fee models, and many are shifting from reactive pricing to deliberate strategies anchored in outcomes, not tasks.
still, fear of client loss remains the top hesitation, cited by 28% of firms. yet only 3% reported that raising prices actually hurt profitability. most firms saw either no pushback or lost a few clients while improving margins.
the report details median fee ranges across core service lines:
- individual tax prep: the most common price is $400 to $599 (27%), with only 5% charging above $1,500.
- business tax returns: most firms fall between $1,000 to $1,999 (55%), with only 5% exceeding $3,000.
- monthly bookkeeping: one-third charge under $500, a threshold that lazanis calls “danger territory” for profitability.
- cfo/controller services: 23% of firms bill more than $2,500/month. value pricing is in steep decline here, falling from 45% to 22% year over year, as fixed fees become the norm.
for the first time, ignition’s survey examined the behavioral dynamics of pricing: how firms feel about their fees, what holds them back, and how clients respond.
the data show that value framing, positioning services around outcomes instead of time spent, is key to securing client buy-in at higher rates.
“when you confidently communicate your value and anchor your services to outcomes, clients are more likely to accept higher fees,” says tatiana tsoir, cpa and ceo of linza advisors.
lazanis argues that price increases aren’t just about margin—they’re about controlling capacity, improving client fit, and creating space for advisory work.
“we want a certain portion of your clients leaving your firm each year—the c and d ones,” he says. “thoughtful pricing creates space to do the work you enjoy, to help clients build stronger businesses, and to better support your team.”
with 2026 approaching, ignition’s findings suggest firms are entering a new era of strategic pricing, marked by increased use of fixed-fee and tiered packages, more deliberate value messaging in client conversations, technology-driven automation of proposals and renewals, and growing willingness to shed unprofitable clients
“if clients always accept your prices, you’re probably not charging enough,” lazanis says. “the goal isn’t to keep everyone. it’s to keep the right ones who see the value in what you do.”