From compliance filer to trusted coach: The role waiting for accountants willing to start the client conversation

Let’s be honest, most business owners have a perception of an accountant that probably falls far short of our ambitions.

They want someone who helps them make sense of the chaos, plan for growth, and sleep better at night knowing someone’s got their back, but their accountant doesn’t usually spring to mind as this person.

What they dream of is a coach, not an accountant, but, weirdly, they often don’t trust coaches but do trust their accountant.

Their accountant can be both, so the client gets the trust and the coaching

What Clients Say vs What They Mean

When a client says:

“We just need help keeping on top of things,”

what they often mean is:

“We don’t feel in control, and we want someone to guide us.”

When they say:

“Can you help us save tax?”

they really mean:

“We want to make smarter financial decisions and stop feeling reactive.”

As accountants, we’re uniquely placed to translate numbers into clarity, confidence, and direction.
But that requires a shift in our positioning,  from being the reporter of results to being the coach who helps clients create better ones.

The Coaching Mindset

Being a “coach accountant” doesn’t mean adding motivational quotes to your emails.
It means embracing a different way of working:

Ask before you tell: Start client meetings with open questions like “What’s working well?” or “What’s your biggest worry right now?” and, critically, LISTEN to the response. we’re not being polite; we are genuinely interested.
You’ll uncover what matters beyond the numbers.

Translate data into decisions:  Don’t just present figures. Frame them:

“Your gross margin dropped 5% this quarter. Why is that?  Let’s explore what that’s telling us about pricing or productivity.”

Focus on progress, not perfection: Good coaches don’t overwhelm. They guide clients to make one improvement at a time. The biggest challenge often isn’t not recognising what is required but knowing where to start. You can help bring structure, priorities and focus.

Hold clients accountable: Real change happens between meetings. Help clients follow through on agreed actions, even small ones.

Why Clients Secretly Want This

Most business owners are lonely at the top.
They don’t have a sounding board and often, they’re embarrassed to admit what they don’t know.

You already see every detail of their business.

You understand their cash flow patterns, decision-making habits, and pressure points.

That gives you the perfect platform to help them:

• set financial goals that actually mean something,
• build confidence in decision-making, and
• connect their day-to-day numbers to their long-term vision.

That’s not “extra work.”

That’s value, the kind clients will happily pay for, stay loyal to, and rave about.

Getting Over The Fear

No accountant or coach is a mountain top guru: If we knew every answer then we would be worth zillions! The role of a coach is to get the best out of their client, not to become that client. The coach of an Olympian is rarely a better athlete.

Shine a light: The client will know their business and their trade or profession better than you, but they lack the wider view and expertise. The role of coach is to question, challenge, create focus and bring improvement through curiosity. We can add expertise, but the best solutions usually lie with the client. We are there to help them find them and act.

Listen, care and be honest: It’s not hard!

How to Start Becoming a Coach Accountant

 Add ‘coaching time’ to your agenda:  Even 10 minutes per meeting to discuss future goals builds huge trust.

Train your team to ask better questions: Curiosity creates connection.

Create simple visual dashboards: Show trends, not just totals. Help clients see their journey.

Offer a Business Review service: Use it as a structured way to deliver coaching-style insights. Creating a tangible service makes it easier to build plans.

Start small: even one proactive conversation per client can shift how they see you.

The Future of Accounting Is Human

Technology is already taking care of compliance.

What can’t be automated is empathy, curiosity, and guidance, the human edge that separates the accountants of the past from the trusted advisors of the future.

So the question isn’t “Should you be a coach?”

It’s “Can you afford not to be?”

Because clients don’t just need someone to keep score anymore