Special Report

Managing Your Technology

How does your tech stack

stack up?
A strategic and methodical approach to managing
your firm’s technology will deepen your ROI

accountingtoday.com March 2025 Accounting Today 17

ACT0325_SR.indd 17 2/18/2025 7:32:39 PM

 Special Report: Managing Your Technology
SPOTLIGHT ON

How do you stack up? HUB Analytics

Taking a strategic and methodical approach to managing
your firm’s technology will deepen your ROI
By Antoinette Alexander
Tommy Vincent

T
Co-founder
and CRO
he digital transformation spending in 2025.
of the accounting profes- Topping the list of technologies that What is the most important
sion is gaining momentum. firms are planning to implement in element in managing a firm's
Technology is now a far cry 2025, according to Accounting Today’s tech stack?
from a nice-to-have and has become survey: The most important element to
vital for firms’ day-to-day operations • Artificial intelligence/machine consider is integration and work-
and continued growth as the industry learning: 32%; flow automation. A well-integrated
navigates ever-changing tax laws and • Automation/robotic process auto- tech stack ensures that tools work
regulations, evolving client expecta- mation: 20%; seamlessly together, reducing
tions, and staffing constraints. • Customer relationship manage- manual data entry, minimizing
The key, of course, is selecting and ment software: 19%; and, errors, and improving overall ef-
optimizing the right technologies to • Digital workflow tools: 19% ficiency. This will also maximize
best meet the needs of the firm and its That’s not to say that challenges do user adoption and engagement,
clients. So, how does your firm’s tech not exist. The recent Wolters Kluwer protecting you from the dreaded
stack stack up? “Future Ready Accountant” report "shelfware" problem ­— purchased
“We’ve seen accounting firms make cited data security and accuracy con- software that sits on a "shelf,"
remarkable progress toward embrac- cerns as top barriers to the adoption of unused.
ing new technology largely due to digital technologies, and also noted the
evolving market demands, a competi- need for firms to fully optimize their
tive market for talent, and changing tech stack.
client expectations,” said Richard Corn, While the Wolters Kluwer survey
HUB Analytics is an AI-first
director of product management at found that less than a quarter (21%) of
financial reporting platform that
Bill. “But there is still significant room firms said they are using less than half
enables accountants, bookkeep-
for continued advancement, particular- of their tech stack’s current capabili-
ers, and business owners to create
ly in areas like AI-enhanced automation ties, only 13% reported full utilization.
comprehensive reports, forecasts,
and predictive analytics. The conver- Keeping up with and learning new
dashboards, and consolidations
sation has matured from questioning technology can also be difficult. Thirty-
with AI-powered insights, all with
whether to adopt new technology to six percent of firms surveyed said that
the click of a button.
strategically determining which solu- keeping pace with advancements in
tions will drive the most value.” technology is a top challenge, accord-
Given this, it likely comes as little ing to the Wolters Kluwer research con-
surprise to find that technology con- ducted between July and September
tinues to account for a sizable portion 2024. It was the second-most common
of budgets. Accounting Today’s most issue, ranking just below keeping up
recent annual "Year Ahead" survey with evolving tax laws and regulatory
found that tech consumes more than a changes (40%).
fifth of firm budgets (21%), regardless As firms sift through the growing
of firm size and type. Furthermore, well number of tools and technologies
over half (60%) of firms surveyed said hitting the market, sources suggest
that they expect to increase their IT taking a strategic and methodical ap-

18 Accounting Today March 2025 accountingtoday.com

ACT0325_SR.indd 18 2/18/2025 7:32:41 PM

 Enabling CAS, CPAs,
Firms, and Bookkeepers to
reach their full potential.
HUB Analytics is an AI-first financial
reporting platform that enables
accountants, bookkeepers, and business
owners to create comprehensive reports,
forecasts, dashboards, and
consolidations with AI-powered insights,
all with the click of a button.

ACT0325.indd 19 2/19/2025 8:05:16 AM

 proach, which we will discuss in more primarily based in Pennsylvania. “Next,
SPOTLIGHT ON
detail shortly. This can help ensure that spot the hurdles. Identify what's slow-
the firm has a tech stack that delivers ing you down or causing errors. These SafeSend
the functionality, scalability, and return might be tasks that consume too much
on investment it desires. of your time or jobs that always seem
While specific technology needs will to have a mistake or two when done
vary from firm to firm, there are several manually. Once you've identified these
benefits that many are looking to gain areas, set your goals.” Adrian Johnson

from their investments. According to Added Mahoney, “It's easy to think Chief product
officer
Wolters Kluwer research, the top cited one software can do it all. But hunting
benefits that firms are seeking include: for a tool that covers everything often What is the most important
• Remote access and mobility leads to a complex and pricey system element in managing a firm's
(48%); that's more than you bargained for. You tech stack?
• The ability to automatically popu- need to identify and prioritize your spe- The most important tech stack
late tax returns, financial state- cific needs and then find solutions that consideration for firms is con-
ments and reporting (41%); tackle those effectively.” solidation. With so many account-
• Tools to facilitate document re- Kim Blascoe, senior director of CAS ing automation tools available,
quests and collection from clients professional services at CPA.com, many firms and their clients now
(41%); suffer from tech stack fatigue.

21%
• Data ingestion tools (37%); Multiple software means CPAs
• Tools that reduce or eliminate are constantly navigating be-
manual, repetitive, and time-con- tween different platforms, which
suming tasks (27%); Percentage of budgets kills productivity and ruins client
• Improved efficiencies by using
advanced technologies like AI firms devote to tech experience. For an industry beset
by a generational staffing short-
or robotic process automation age, tech stack consolidation is
(26%); an absolute must right now. Firms
• Greater data security (25%); and, agreed that it is essential to have a plan should prioritize end-to-end tools
• The electronic delivery and pay- in place. “You really need to take a step that improve efficiency and client
ment of invoices (24%). back and evaluate the current technol- experience.
ogy that you are using. Literally do an
Selecting, optimizing the stack inventory on existing tools. Look at how
SafeSend, part of Thomson
Determining whether a firm’s tech they stack up from an integration and
Reuters, offers award-winning
stack stacks up begins by taking a capability perspective and certainly
automation for tax and accounting
step back to review current processes identify any redundant or underutilized
firms to provide an unrivaled client
and procedures. Taking a strategic and technology. … Then analyzing from an
experience. SafeSend One is a
methodical approach enables firms efficiency and productivity perspective:
single, secure solution for engage-
to better identify pain points and inef- Are they saving time? What does the
ment letters, fillable organizers,
ficiencies. user experience look like? Are people
source document gathering, file
“Begin by taking a closer look adopting it? Are there benchmarks in
exchange, extensions, tax return
at your daily operations. Identify the industry that you can look at as far
assembly, delivery, eSign, and
which tasks are currently automated as comparability with competitors?”
electronic K-1 distribution. Safe-
and which ones are still being done Continued Blascoe, “The reason we
Send One is compatible with lead-
manually. It's about mapping out your go to technology is to build efficiencies
ing tax software and is available at
processes from start to finish to see and productivity, so if none of that is
safesend.com.
where technology is already making coming into play then there needs to
your life easier and where manual work be some assessment about whether
still prevails,” said Pamela Mahoney, that tech needs to still be there.”
director of IT at RKL, a Top 100 Firm Corn also pointed to the benefits of

20 Accounting Today March 2025 accountingtoday.com

ACT0325_SR.indd 20 2/18/2025 7:32:43 PM

 ShareACT-March-Media-Buys_Print.pdf 1 31/01/25 17:06

TM

Trusted by 70% of TOP 100 FIRMS

Is Your Tech Stack

Working for Your Firm?
Or Are You Working for It?
Between a generational staffing crisis and heightened client expectations, now more than ever
tax and accounting professionals have to do more with less.

Your firm needs a tech stack that lessens your workload instead of adding to it.
Your firm needs SafeSend One, the end-to-end solution for tax and accounting professionals.
C

CM
Compatibility AI-powered source Automated recognition
MY
with leading tax document gathering and organization of
CY
prep software client documents
CMY

K Thomson Reuters
Wolters Kluwer
Intuit

Automatic client Centralized location An unrivaled

payment and signing where all tasks and client
deadline reminders documents are easy experience
to find and access

Get a tech stack that works for you. Get SafeSend One.

Book a demo at safesend.com

[email protected] | (800) 716-2558

ACT0325.indd 21 2/19/2025 8:05:16 AM

 benchmarking against industry peers and segment leader for the U.S. profes-
SPOTLIGHT ON
and said, “This doesn't mean blindly sional market of Wolters Kluwer Tax
adopting what others are using, but and Accounting North America, said Ignition
instead understanding what's possible it can be beneficial to break down the
and what clients might be expecting. firm’s goals into two buckets: busi-
Jennie Moore
Take advantage of opportunities like ness-facing objectives and technology
Founder, Moore
industry conferences and professional objectives. Details Inc.;
networks to stay informed about best “When I think about goals you may Bookkeeping

practices and industry standards.” want to achieve, it could be: Do I want & advocacy
manager, Ignition
Once a firm has identified ineffi- to have the most modern tech stack
ciencies and pain points in its current to attract staff? Am I trying to improve What is the most important
processes, it is important to avoid what the speed of some of the compliance element in managing a firm's
Victoria Pritchard, technology and in- work? Am I trying to improve the client tech stack?
novation practice leader at RLK Virtual experience? Am I trying to improve the A firm’s tech stack should be built
Management Solutions, described as overall compliance and leverage data around financial health. If cash
“app clutter” in the tech stack. to identify new services?” Rowe said. flow is unpredictable, no amount
“Identifying a gap and immediately Depending on what the goals are, of automation can fix the stress of
seeking a technology that would solve firms may look for the following when chasing payments and wondering
that very specific business problem is evaluating new software or tools: when the money will be com-
not always the best answer. It is best to ing in. Prioritize a solution that
start with looking at your current tech
'The goal is to align ensures timely, effortless revenue
stack and understanding what else it collection. From there, integrate
can do, because chances are that you with multifaceted tools that improve efficiency and
may have a solution that offers that
functionality already. The goal is to
technologies that can service delivery — because the
best tech stack is one that keeps
align with multifaceted technologies offer solutions as your your firm profitable and running
that can offer solutions as your busi-
ness scales,” Pritchard said.
business scales.' smoothly.

For instance, Pritchard said that

when evaluating technology within ease of use, data security and privacy,
RKL’s CAS tech stack, she will focus on responsible AI practices, integration
Ignition empowers 7,500+ ac-
factors like: capabilities, automation and efficiency
counting, bookkeeping and
• Does it offer standardized and gains, scalability, and vendor support
service-based businesses to
robust functionality? and training. This approach can help
transform their sales, billing and
• Does it enable seamless integra- firms optimize their tech stack and see
payment processes. Ignition
tion opportunities? a strong return on their investment.
automates proposals, engagement
• Does it align with the industry When evaluating new software or
letters, invoicing, payments and
verticals and requirements that its tools, Rowe did caution against over-
workflows in a single platform.
clients face? looking the importance of significant
Should a firm determine it needs to integration capabilities. To prevent
purchase and implement new software data siloes and drive optimization, the
or tools into its tech stack, there are solutions must be able to “talk” to each
several objectives and considerations other. Not surprisingly, research has
to keep in mind. It is easy to be drawn revealed a strong correlation between
to the hype of new products and system integration and revenue
functionalities or a low price tag, but growth.
purchasing on these factors alone is According to Wolters Kluwer
not recommended. research, among the firms using fully
Cathy Rowe, senior vice president integrated systems, more than half

22 Accounting Today March 2025 accountingtoday.com

ACT0325_SR.indd 22 2/18/2025 7:32:45 PM

 Grow revenue,
not admin.
Transform your sales, billing and
payments process with Ignition—
from automating proposals to
helping you get paid faster.

Based on thousands of reviews

ACT0325.indd 23 2/19/2025 8:05:16 AM

 is built with modern technology that cruci
can integrate and the publisher is of the
resourced to grow and scale their Imple
platform.” wise
It is also important not to overlook the o
the vital role that innovative technolo- Co
gies like AI can play in a firm’s tech otal f
stack. While concerns like data secu- of the
rity, privacy and accuracy still exist, the team
profession’s sentiment towards AI is these
becoming increasingly optimistic. resul
As noted above, Accounting Today’s prog
"Year Ahead" survey for 2025 found softw
that 32% of firms surveyed said they this r
plan to implement AI/ML technology
this year. Cha
(55%) reported revenue increases of the value of a product, so it is im- Furthermore, Wolters Kluwer When
10% or more. However, among those portant to consider how intuitive research also found that a growing ing to
firms that were less than 49% inte- it is for both clients and staff. In number of firms are integrating innova- of the
grated, roughly a quarter reported a addition, consider if training and tive technology like AI and generative face
similar revenue increase. support are readily available. AI into their tech stacks as they look to why e
“Is the firm thinking big enough? “The top consideration for any new improve automation, increase efficien- the to
How does this particular software fit solution is its perceived ROI for both cies, and enhance client experience. share
within the firm’s ecosystem? They firms and their clients. At the surface In fact, a growing number of firms to ac
are often overlooking the integration level, firms need to identify the specific (regardless of size) said they plan to ogy c
capabilities,” said Rowe. “One example inefficiencies a new tool or software incorporate gen AI within the next 12 to work
is they may choose an audit solution will address, as well as the measur- 18 months. The top cited uses for gen and t
but they are really not thinking about: able benefits — such as more time for AI include: “I
How does it integrate with my tax soft- higher-value services, decreased error • Client communication (60%); of the
ware? And would I get a better return rates, or faster service delivery — of • A productivity tool/AI assistant actua
on investment if I had a software that doing so,” said Corn. “But then, digging (50%); train
inherently worked for both audit and deeper, there are additional compo- • To scan documents for automatic of the
tax on the one platform, so you get all nents that factor into the long-term data extraction and input (48%); and w
of those benefits of managing common ROI of any technology investment [e.g., • To conduct tax, accounting and impo
clients and staff?” integration, security, and ease of use].” audit research (46%); and, tatio
Underscoring this point, Corn also When asked about the importance • Bookkeeping automation (39%). Lobo
highlighted the importance of inte- of integration and scalability, John Like many within the profession, ager
gration, among other factors. These Yeager, client accounting & advisory RKL’s Mahoney suggested that firms ment
include: services managing director at Fort “exercise both enthusiasm and cau- autom
• How well will the technology Worth, Texas-based Top 100 Firm Whit- tion” when adopting technologies like at a b
integrate with existing systems? ley Penn, said, “Scalability means dif- AI. often
Corn said, “This is paramount to ferent things to different firms. Are you “Given the sensitive nature of client can h
maintaining efficient workflows trying to scale from $3 million to $6 data, security must be a top prior- ment
and avoiding data silos.” million, or $3 million to $100 million? ity. Ensure that you employ any AI or disru
• Does the solution help the firm Whichever it is, develop your roadmap machine learning tools with stringent test c
enhance security controls by clos- and budget. Don't eat the elephant in security measures,” she said. “While AI you i
ing any potential gaps? one bite.” and machine learning can be incred- in the
• Is the technology easy to use? A With regard to integration, Yeager ibly useful for automating repetitive some
steep learning curve can hamper added, “Make sure anything you do tasks and enhancing efficiency, it's also a wid

24 Accounting Today March 2025 accountingtoday.com accou

ACT0325_SR.indd 24 2/18/2025 7:32:48 PM

at crucial to cross-check the accuracy Added Lobo, “Making sure that think that makes a difference.”
of the data produced by these tools. everyone is confident and comfortable
Implementing checks and balances is a and understands why the change is Keeping the stack up to date
wise move to verify the correctness of happening is really key. From the top of Firms that have implemented their
ook the outputs.” the organization to the actual indi- tech stack and think they have reached
olo- Continued Mahoney, “Another piv- vidual and contributors who are going the journey’s end are wise to think
otal factor in the successful adoption to be doing the work, making sure that again, as technology is continually
cu- of these technologies is training. Your everyone is involved in that change evolving. Ensuring that a tech stack
t, the team should understand how to utilize process and understands why it is is being optimized and remains up to
is these tools effectively and interpret the happening and what value it is going to date “requires ongoing evaluation, not
results correctly. Investment in training bring for them and the client base.” sporadic updates,” Corn said.
ay’s programs or seeking support from One firm that has experienced “Regular assessment should exam-
d software providers can be beneficial in the hurdles of change management ine how well current tools support both
ey this regard.” firsthand is Auburn, Alabama-based immediate needs and long-term objec-
gy Himmelwright, Huguley & Boles, which tives. Firms should also create clear
Change management provides tax, accounting and advisory channels for staff and client feedback;
When adopting technology and work- services. Roughly five years ago, the they have the best insights into what's
ing to achieve full optimization, one working and what isn't. Responding
nova- of the greatest challenges firms may to staff feedback about how a tool is
ive face is change management. That’s 'The top consideration or isn’t working will make or break
ok to why everyone within the firm — from
for any new solution is your firm’s efficiency strategy,” he
ien- the top down — must understand the explained.
e. shared vision, what the firm is looking its perceived ROI.' Continued Corn, “Staying engaged
to achieve, and the role that technol- with technology providers also helps
to ogy can play in helping staff do their to ensure ongoing awareness of new
12 to work. This entails clear communication firm, which staffs about 30 employees, capabilities as they become available.
gen and training. began revamping much of its tech This includes meeting regularly with
“I think over time firms lose sight stack as it shifted from time-based bill- your account manager to discuss
of the impact or the journey that the ing to value-based pricing and looked product updates, hear about upcoming
nt actual users are going to go on. … That to achieve greater growth. When features, and provide feedback on what
training and that kind of explanation looking back, firm partner Jim Him- kind of updates would benefit your
atic of the change — why it is happening melwright said the firm did encounter firm. Firms can also join technology
%); and what is in it for them — is really some push back from a few associates provider communities to connect with
d important in terms of the implemen- in the beginning. peers using the same tech.”
tation and the adoption,” said Yohan “Certainly, we faced some resis- Pritchard of RKL agreed that ongo-
%). Lobo, senior industry solutions man- tance. I think [change management] ing evaluation and consistently looking
, ager at M-Files, a document manage- is just continuous training and getting for ways to further expand function-
ms ment platform for knowledge work everybody more comfortable with ality is important and said, “I like to
u- automation. “Sometimes firms look the system,” said Himmelwright, who monitor how often our team is using a
ike at a big-bang approach, and perhaps noted that getting feedback from as- system. That really helps me gauge the
often looking at a smaller use case that sociates and making them “part of the value and adoption of a new product.
ient can help test and learn before imple- change” leads to greater success. Another measure that I have been
menting more widely can cause less HHB’s office manager Summer focused on recently is how much time
or disruption. So you have almost like a Hughes agreed and said, “You do have are we saving or what were we able to
ent test cell or a sprint group that can help to have a certain amount of buy-in automate?”
e AI you iron out the kinks that you need to about how things are going to help Added Pritchard, “Too often we
d- in the organization and can flush out the firm. We also have a lot of younger implement a new technology and think
e some unknown issues that will help on staff, which I think helps with technol- that we are at the finish line, when in
also a wider deployment.” ogy. And asking for people’s input­—I reality we have only gotten started.” AT

y.com accountingtoday.com March 2025 Accounting Today 25

ACT0325_SR.indd 25 2/18/2025 7:32:50 PM