Beyond the Books: How Accountants Can Help Small Businesses Thrive

Small businesses have always relied on their accountants. But today, that partnership is shifting. Owners aren’t just looking for bookkeeping or tax prep — they want forward-looking guidance to help them manage uncertainty, grow their teams, and plan for the future.

That’s the focus of Gusto’s new Beyond the Books report, based on a survey of more than 1,200 small business leaders. The findings reveal where client expectations are changing — and how accountants can turn those shifts into opportunities.

Download the full report by clicking on the cover below.

Accountants are more valuable than ever

Two-thirds of small businesses now say their accountant makes them more productive, a sharp increase since 2021. Industry expertise is a key driver: business owners are far more likely to choose an accountant who understands their sector than one who simply offers the lowest price.

Guidance boosts referrals

Beyond compliance and bookkeeping, small businesses are ready to invest in services like financial planning, back-office support, and workforce strategy. Businesses that purchase these services are over 20% more likely to recommend their accountant — making strategic offerings a path to both revenue growth and stronger referrals.

Guidance on benefits is critical

One in four small businesses offering health insurance say they leaned on their accountant for help, and nearly a third did the same for retirement benefits. Yet many accountants aren’t charging for this work, or clients don’t know it’s available — a clear gap between value delivered and value captured.

AI and economic uncertainty raise the stakes

Two-thirds of businesses are comfortable with their accountant using AI for strategic guidance. At the same time, rising costs and weaker customer demand are fueling demand for support with cash flow, planning, and growth.

The opportunity

Small businesses are asking for more — and accountants who respond can deepen trust, strengthen client outcomes, and grow their own practices.

Download the full Beyond the Books report to see where the biggest opportunities lie.