Stop Selling Hours and Start Transforming

Why Pricing is the Future of Accounting

Our traditional pricing models are holding us back. If we want to move forward as an industry, it’s time to stop clinging to the past and start thinking radically. That means rethinking everything you thought you knew about pricing.

For decades, accounting firms have operated with a "time and billing" mindset. You’ve probably heard it a million times: bill by the hour, track every minute and squeeze as much as you can out of your time. But here’s the problem — this model isn’t built for today’s world. In fact, it’s fundamentally broken.

How can you charge by the hour in a world where technology can do in seconds what used to take days? Automation is changing the game, and it’s creating a disconnect between what accountants deliver and what clients value. When we cling to hourly billing, we’re not just undervaluing our work; we’re also frustrating our clients, who hate unpredictable invoices and surprise charges.

Why Pricing Holds Firms Back

Pricing isn’t just a number you slap on at the end of a job. It’s the foundation of your entire business model. Pricing affects everything: how your clients interact with you, how your employees deliver services, how you build capacity, and ultimately, how your firm grows.

The reason many firms struggle with pricing is because they treat it as an isolated task. They think of it as something marketing does or something that’s decided on the fly. But pricing is holistic. It’s woven into every aspect of your firm, and if you’re not being intentional about it, you’re missing out on major opportunities.

The Perfect Storm for Change

So why change now? Because the stars are aligning for a pricing revolution. Automation is eliminating repetitive tasks, which means we can’t justify billing by the hour anymore. And let’s be honest: your clients are already used to subscription models. From Netflix to their dog’s vet, they expect predictable, upfront pricing. Why should accounting be any different?

Clients crave certainty. They want to know exactly what they’re paying and what they’re getting in return. When you embrace fixed pricing, subscription models or value pricing, you’re not just meeting those expectations — you’re exceeding them.

Six Steps to Radical Pricing

If you’re ready to leave the old ways behind, here’s how you can get started: