Automation has brought significant changes to the accounting profession over the last decade. While some tools have made accountants’ lives easier, others have chipped away at their roles as startups seek to disrupt a legacy industry. The tech companies that developed these tools have also created and perpetuated a false debate about whether automation will overtake the industry completely and make accountants irrelevant.
It’s time to end that debate. A valued accountant is a holistic business advisor to clients, solving human problems that technology simply cannot — and will never be able to — solve on its own.
The question should not be whether automation will take over accounting, but where its real value lies. This technology has an important role in upleveling accounting, but there are clear limitations for its use. ScaleFactor offers an example of these limitations and a cautionary tale. The startup promised to replace human accountants with software and AI, but it was mostly smoke and mirrors, with people doing much of the work behind the scenes. The irony was palpable.
No software stack can match the financial acumen, critical thinking and trusted counsel that a human advisor offers. That’s particularly true today, as valued accountants have become business partners, not just number crunchers. Where software is limited to evaluating concrete inputs, accountants also leverage their financial acumen, understanding of clients’ business goals and observations of communication subtleties like the inflection in a client’s voice to make decisions. This allows them to serve as advisors to their clients, whether by adjusting business models in real time, building balanced and inclusive teams, or managing employee wellbeing.
The COVID-19 pandemic has underscored the importance of this advisory role in the face of high-stakes decisions. As many businesses have navigated changing unemployment laws, federal aid initiatives and revenue loss over the past several months, accountants have stepped up. The accountants I’ve spoken with emphasize that their clients increasingly rely on them for much more than “numbers” problems, like payroll. They are solving the “people” problems that can make or break a business and its employees’ livelihoods, like hiring or conducting layoffs in the midst of a crisis. Accountants need technology to solve the former so they can focus on the latter.
Roishetta Ozane is the founder of Vessel Project of Louisiana, and Gulf Fossil Finance Coordinator with the Texas Campaign for the Environment.
James Pruskowski is the CIO and co-founder of 16Rock, a full-service asset management firm specializing in Municipal Bonds. He leads the firm's flagship 16Rock Municipal Opportunities Fund LP, a long-short hedge fund, as well as the firm's long-only Separately Managed Account (SMA) client business.
Mr. Pruskowski spent nearly three decades at BlackRock starting in 1994 shortly after the firm was founded, when it had only 50 employees and $25 billion in assets under management. He was a Managing Director, Portfolio Manager, and Head of Municipal Bonds, Institutional & Wealth Management. Mr. Pruskowski was a member of the management committee and led a team of 58 investment professionals, driving strategic growth initiatives and innovation. He has a proven track record over multiple investment cycles and award-winning performance.
Before focusing on municipal bonds, Mr. Pruskowski was a multi-sector taxable fixed income portfolio manager. He was instrumental in launching BlackRock's Financial Institutions Group, which has grown into the world's leading insurance asset management business. He provided a wide array of services in balance sheet management, analytics, capital markets, and portfolio construction to banks, insurance companies, and official institutions worldwide. Mr. Pruskowski began his career in Risk & Quantitative Analytics as a risk analyst and programmer, playing a key role in the development of what is now known as BlackRock Solutions.
Mr. Pruskowski is a thought leader and content expert, known for his diverse skills, experience, and energetic, detail-oriented, and structured approach. His hands-on, can-do attitude drives results. As an industry advocate with strong brand awareness, he frequently speaks publicly, engages with the media, and collaborates with clients. He possesses a unique talent for understanding, designing, and clearly explaining markets and complex concepts in an accessible manner.
Paul Wnek is founder, CEO and principal solutions architect at ExpandAP, a 14x certified Salesforce B2B solutions architect, founder and CEO of Coalescence Cloud (Salesforce Consulting Partner) and Salesforce certified AI associate.
Empowering and supporting employees will become an increasingly important driver of business success, as studies continue to prove. Using software to automate repetitive processes gives accountants the freedom to focus on advising their clients through tough moments by leaning into their most human skills, like problem solving and relationship building.
Tech-driven tools and insights can’t replicate these skills, but they can enable them. As the transformation of industries like health care and manufacturing have shown, automation is most effective when used to save time, ensure compliance and improve accuracy by handling routine, tedious, time-intensive tasks. By using software to automate payroll, tax filings and payments, accountants can focus on their clients’ higher-level business challenges and opportunities. They can also more easily identify trends based on recent and historic data, then apply these insights to make recommendations informed by data.
This is tech at its best. At its worst, technology makes accountants’ jobs harder and can erode their clients’ trust. Software might generate recommendations based on broad generalizations, failing to account for a business’s nuanced situation or economic context. During the pandemic and ensuing recession, we’ve seen that much of the data and algorithms feeding into advanced business tools have been built for a world that no longer exists. They fall short of helping businesses solve the complex, intersectional problems they face in 2020 and beyond.
Accountants can add tremendous value in this new world by leaning into their advisory role. A strong accountant is pivotal to maintaining a client’s business, which in turn supports employees’ livelihoods and helps economic recovery. It’s good for accountants’ businesses, too: it’s estimated that practices providing advisory services can generate 50 percent more in monthly client revenue. Technology has a role to play, but only as a boost to the advising, problem-solving and business strategy accountants already do on a daily basis.
