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.
Jody Bhagat is President of Americas at Personetics, a global leader in data-driven personalization and customer engagement for financial institutions. In this capacity, he is responsible for driving customer impact and establishing market leadership with the company's Self-Driving Finance proposition. Personetics delivers personalized insights, advice, and automated programs to help customers improve their financial well-being. Previously, he was a Partner at McKinsey, where he helped financial institutions execute digital transformation programs to drive organic growth. Jody has also held digital leadership roles at leading AI-driven fintechs and North American Banks, including U.S. Bank, Wells Fargo, Providian, and Citizens Bank.
Yaniv Bertele, co-founder and CEO of VESTTOO, is an experienced strategist and business development and investment executive.
Before the establishment of Vesttoo, Yaniv served as VP Business Development in a number of global companies, including Consumer Physics, Goji, CTG Holdings and Poseidon Diving Systems; In addition, while leading the corporate VC of Mekorot, Israel's National Water Company, he personally led 16 different equity investments in various startups, including the successful exit of Bacsoft. Acquired by Sun Corporation (TYO: 6736). Yaniv holds a Master's degrees in Physics and Mathematics and is an active reserve officer at an IDF Elite Unit.
Aaron Harris has more than 25 years of high-tech engineering experience in business applications and software development strategies. From Sage Intacct's earliest days, Aaron has led the company's product vision and technology direction. A pioneer in cloud computing, Aaron helped Intacct build the world's first cloud architecture delivering on-demand financial applications. He regularly contributes to the development of best practices for cloud computing, service-oriented architecture, platform as a service, and accounting and finance technology standards.
As Sage's Global CTO, Aaron is responsible for Sage's technology and product vision. Aaron is hands-on leading investments in AI/ML, blockchain, and other emerging technologies to transform the way people think and work.
Aaron holds a Master's degree in information systems and a Bachelor of Science in accounting from Brigham Young University.
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.
