As business becomes increasingly borderless, client expectations are evolving rapidly. A once-a-year tax return and a compliance checklist no longer suffice. Internationally active clients now demand strategic foresight, responsive cross-border support, and value-added insight that extends far beyond traditional deliverables.
For accounting firms serving global businesses, the challenge lies not just in keeping up with regulatory change, but in anticipating what clients will need next. This article explores three high-priority areas where firms must evolve to meet the demands of global clients in 2025, and how doing so positions them for long-term relevance.
Advisory Must Be Global by Design
In the past, clients turned to accountants for answers after decisions were made. Now, they expect guidance before those decisions are finalised. Today’s clients are looking for guidance from the very start of their international journey, and expect their accountants to be not only ready but proactive in supporting this growth.
As reported by Forvis Mazars’ 2025 C‑Suite Barometer, over 83% of executives plan to expand into new countries within five years. This means understanding international reporting requirements, preparing for regulatory divergence, and identifying risks before they impact operations. Firms that do not build international capabilities into their advisory model risk becoming obsolete. In many cases, this occurs before they even realise the client has moved on.
Cross‑Border Compliance Cannot Be Reactive
The complexity of cross-border compliance is growing. Each jurisdiction brings its own tax codes, audit rules, transfer pricing regimes, and disclosure standards. However, few firms have systems in place to monitor these changes effectively.
Deloitte’s 2023 Tax Transformation Trends report found that only 37% of tax teams currently use integrated tools to track global tax updates (Deloitte WSJ). That leaves the majority of firms in a reactive position, often scrambling for answers when regulatory shifts occur.
Proactive compliance support is now expected. Clients need real-time alerts, streamlined reporting, and international structures that are built for scale. Falling short means putting both the client and the firm at risk.
Strategic Value, Not Just Service Delivery
In 2025, clients are looking for more than technically accurate filings. They expect accountants to act as high-level advisors who can contribute to strategic decisions with financial and regulatory insight.
This is especially true as firms scale. The more complex the operation, the more valuable it becomes to have an advisor who understands the nuances of working across borders. From entity structuring and tax optimisation to funding strategies and ESG alignment, expectations are rising across every touchpoint.
Those who cannot deliver this level of value may not lose clients due to errors, but rather because another provider was better equipped to deliver more.
Advisory Breadth Without Losing the Relationship
Scaling advisory services across jurisdictions can create concern. Firms may worry about losing control over client relationships or diluting their delivery model. However, international collaboration done well enhances trust and does not diminish it.
Being able to say, “We have someone in-country who can advise you directly,” positions your firm as the anchor. Even if delivery becomes decentralised, the client relationship remains strong.
Clients stay with firms that know when to lead, when to refer, and how to maintain continuity regardless of geography. This combination of consistency and localised expertise is fast becoming a baseline expectation for internationally focused businesses..
Stay Relevant by Evolving with Client Expectations
Global clients are not standing still. To remain relevant, accounting firms must evolve alongside them. Meeting modern client expectations means expanding your advisory footprint while preserving the strength of your existing relationships.
At INAA, we help firms adapt through a connected approach that enables you to support clients wherever they operate. Our association offers access to trusted professionals across jurisdictions so that your clients receive seamless, high-quality support aligned with local regulation and business culture.
As client needs change, so too must your firm’s capacity to deliver. Joining INAA can help you scale with confidence and continue delivering the value your clients expect, regardless of where their ambitions take them.