September 10, 2025
Yes, AI and automation are changing the way we work: speeding up processes, surfacing insights, and reducing time we spend on manual tasks. But the game-changer isn’t the technology itself. It’s the people who use it. The finance leaders, bookkeepers, and advisors who can take those insights, humanise them, foster conversations for better understanding, build relationships, and guide businesses through complex decisions with confidence.
Our team loved the conversations we had at Xerocon with new and existing customers, app partners, and industry leaders. Many were exploring advisory for the first time, deepening their use of forecasting, or reassessing their technology stack, as well as accountants and finance leaders looking for confidence in the tools and frameworks they choose.
Here’s what we learned:
We consistently heard that firms aren’t chasing features for their own sake. They don’t want ‘everything all at once’. Instead, they’re focused on outcomes.
“We already use Fathom for our financial reporting, but I'm looking more at what Fathom can offer us with forecasting and whatever else you've got....We are being more open and prepared to listen to what's out there, what clients need… I think you need to be prepared to change and change quickly and not be afraid of it.”
Karen Dial, Finance Manager, Wonderschool Early Learning Centres
This signals a maturity in the market. The conversation is moving away from ‘what does this tool do? toward ‘how does this tool enable the added services we want to deliver?’
Accountants, business advisors and financial leaders value an intuitive user experience and powerful customisation to grow and scale their scope of work.
Firms and finance leaders want powerful customisation to grow and scale with the service delivery.
Our customers value an intuitive user experience, elegant tools over clunky, overloaded ones, especially when their starting point is often Excel or basic Xero reports.
Advisory remains a strong aspiration for many, with global advisory services growing at a rapid rate year on year. The shift is unstoppable as accountants move from just tracking numbers to being strategic navigators for businesses.
"Relationship is really important. That’s something that I feel is being lost more and more as we go on but it’s more important than ever. If your clients have a good relationship with you, they're going to look to you as an advisor. Our job is to translate the numbers to make the numbers make sense."
Kerrie Easton, Practice Manager, Illumin8
Many firms told us they recognise the opportunity to expand their services but lack a clear framework or entry point. From Darren Van Zyl’s practical frameworks and Erica Goode’s key learnings on forecasting, to Andre Van Zyl’s Business Beyond Survival, advisors are looking for guidance as much as technology.
Advisory is a journey, not a switch. Firms want partners to walk alongside them and Fathom is here to do just that.
AI was expected to dominate the conversation, but what we heard was more pragmatic. Accuracy, trust, and workflow efficiency matter more than speed or novelty. AI and automation are exciting, but people want these outcomes: efficiency, confidence, better relationships.
It's about AI and tech that enhances (not replaces) human expertise and relationships.
"What's lighting me up about AI is giving me and my business more time and take away the stuff we don't want to do. I love focusing on the human stuff, being able to leverage tools to give me time so I can focus on the human side and connecting with my clients."
Kelly Chard CA, GrowthMD
Finally, firms are looking for benchmarks, industry KPIs, and ready-made templates that allow them to get started quickly. They don’t want to reinvent the wheel. They want to walk into a client meeting with a plan, a forecast, or a valuation ready to go.
Advisors and accountants don’t just need more tools, they need the right tools that grow their confidence and help them build client relationships. They need confidence, clarity, and frameworks that help them unlock growth without overwhelm.
At Xerocon, we saw that the firms that will thrive are those that combine the right technology with the right education and it’s our responsibility to support that journey.
AI and automation are reshaping accounting, but the future of advisory remains human-centric.
Fathom brings clarity and scale to financial analysis, forecasting, and scenario planning. Turning data into actionable insights helps accountants focus on confident, strategic advice and delivering meaningful outcomes for their clients and stakeholders.
Good technology can surface insights but it’s the finance leaders and advisors who bring meaning. Our team was inspired by the energy, the honesty, and the passion to guide business owners, build relationships, and help clients stay on top of the bottom line.
No matter how the tools evolve, advisory and finance leadership will always be centred on people.
That’s a future Fathom is proud to support.
We’re always here for a helpful discovery conversation to see if Fathom is a fit for you. Find out why Fathom has 470+ five-star reviews in the Xero app store.
Take Fathom for a test run: Free 14-day trial – no credit card required
We provide training and support to help you on your journey. Plus our globally award-winning support team of trained accountants is available 24/5. You can contact the team at support@fathom.com
Keren is Fathom’s Marketing and Communication Manager. She’s inspired by the stories and learnings of Fathom's customers who are dedicated to helping the people behind every business. Keren’s background is in corporate communication and management consulting.
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