As part of our Client Perceptions Programme, firms in this report are ranked on multiple metrics, including service quality, perceptions of added value, and the extent to which they are front of mind for clients. We include data covering different aspects of firms’ buyer funnels, such as clients’ familiarity with firms, the extent to which they would consider working with a firm, and how strongly they would advocate for firms.

In this report we found that clients that bought multiple services from mid-tier tax firms were actually less favourable about the quality of the firm’s work this year. We compare this to perceptions of the Big Four throughout the buyer journey, and consider how mid-tier firms should tackle this problem.

Martin White, Principal Consultant at Source, provides a running commentary throughout the report, outlining what really matters for tax firms in 2025, and how they can act now to meet clients’ needs. Firms featured in this report include:

• Baker Tilly
• BDO
• CLA
• Crowe
• Deloitte
• EY
• Forvis Mazars
• Grant Thornton
• KPMG
• Moore
• PwC
• RSM

To find out more, access the report or contact us.