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.
Brad Finkelstein is the originations editor of National Mortgage News. While he covers the entire process, Brad's specialty is loan production and its associated parts from lead development through secondary marketing.
Brad joined National Mortgage News in 1990 after working on the North Hempstead/Northeast Queens desk for This Week publications on Long Island and then as associate editor of the Airport Press, covering both passenger and cargo stations at the New York area airports. While part of the NMN family, Brad was the editor of its wholesale publications Broker Magazine and Origination News, and in those roles and now in his current role, coordinates the annual Top Producers survey. Brad is a past president of the New York Financial Writers Association.
- Awards — Among the awards he has won was as regional finalist for the Azbees in 2021 for Online - Online Breaking News Coverage for work in stories on the coronavirus pandemic's impact on the mortgage industry along with Paul Centopani and Bonnie Sinnock. The following year he was part of the regional finalist for Online - Online Single Topic Coverage by a Team for coverage of industry layoffs along with Bonnie Sinnock, Andrew Martinez and Maria Volkova.
- Education — He has a Bachelor of Arts in Political Science with a minor in Urban Studies from Queens College. He also attended the graduate journalism program at New York University..
- Experience — In 1989, Brad was a reporter on the North Hempstead/Northeast Queens desk for This Week publications on Long Island, with primary coverage of the Great Neck and Little Neck areas. Between January and May 1990, he was associate editor of the Airport Press, covering both passenger and cargo stations at the New York area airports. Brad joined National Mortgage News in May 1990.
- Journalistic affiliations — Brad is a member of the New York Financial Writers Association, where he also served on the board of directors and as an officer of the organization for four years, culminating as president in 2004. Since then he has served on a number of NYFWA committees, including membership, Financial Follies and nominations.
Twitter: @NMNBrad
Most of the disclosures tracked since the beginning of the year were filed in March, the MSRB said.
Lenders can offer deferred payments and capitalize on digital banking to help small businesses and consumers get back on their feet.
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.
