How to set your accounting firm's goals for 2025: Practical tips to plan and grow

As an accounting professional, you’ve probably encountered goal-setting discussions that range from aspirational to downright overwhelming. Some industry chatter reveals a truth that’s hard to ignore: many accounting goals are either too generic to inspire action or too narrow to make a lasting impact.

In reality, meaningful goals for an accounting firm aren’t just about checking boxes or satisfying compliance metrics. They’re about aligning your team, improving client outcomes, and creating a sustainable path for growth. With the new year approaching, this is your opportunity to take a more thoughtful approach to defining ambitious, meaningful goals to set up your accounting firm for growth.

Before setting goals, start with a solid review of your firm’s performance over the past year. Consider key metrics like revenue growth, client retention, and profitability. These metrics are breadcrumbs that show what’s working and what needs work. Also, evaluate your operational efficiency: if your team has been experiencing firefighting inefficiencies, it’s a clue worth investigating.

Take a moment to ask the people who keep your business moving. Teams often see gaps that reports can’t capture—bottlenecks in workflows, tools that don’t quite fit, moments where communication stalls. Sometimes the simplest feedback reveals the sharpest insights. These lessons, gathered honestly, lay the groundwork for setting goals that matter.

Specific, Measurable, Achievable, Relevant, Time-bound. SMART goals are the veteran of the goal-setting playbook, and for good reason. The framework provides structure and clarity. However, relying strictly on this approach can sometimes feel too rigid. Modern goal-setting often requires blending clear objectives with the flexibility to adapt.

For example, while SMART goals help you define clear targets, supplementing them with frameworks like OKRs (Objectives and Key Results) or FAST (Frequently discussed, Ambitious, Specific, and Transparent) can keep your firm responsive to new challenges. They leave room for adaptation, balancing the precision of SMART goals with the agility businesses need. It’s not about swapping one method for another; it’s the art of blending structure with ambition.

For example, a SMART goal to “increase recurring revenue by 15% by Q3” works beautifully as a target. Pair it with the broader OKR of “expanding high-value client services” and you’ve created something dynamic—a clear benchmark with the flexibility to evolve. 

Here are examples of actionable goals your team could adopt in 2025:

• Increase recurring revenue by 15% by the end of Q3. This might involve raising your prices—find tips on how to communicate price increases here.
• Onboard 10 new clients by Q2, adopting a fixed-fee model.
• Automate 20% of administrative workflows by June to improve efficiency and free up resources for higher-value tasks.

Streamlining is an investment in simplicity. When processes run smoother, your team has more time for the work that truly matters. Automation in areas like proposals and billing can redefine how your firm operates—eliminating unnecessary manual tasks and improving precision.

Take client onboarding as an example. Implementing a cloud-based portal could reduce the process by 30% in the first quarter alone. That’s not just a statistic—it’s momentum. Goals like these, paired with clear metrics, turn vague ambitions into actionable progress.

Technology isn’t there to replace your team’s expertise. It’s there to shift your team’s focus from repetitive tasks to work that moves the needle. Start by automating invoicing and payments—a straightforward move that cuts the time spent on collections. Cloud accounting platforms add another layer of efficiency, giving your team better collaboration tools and real-time data access. And for those repetitive tasks like data entry or compliance checks? Workflow automation tools handle the busy work, leaving your team free to focus on growth.

Each improvement might seem small on its own, but together, they create a system built for scalability. 

Your clients are at the heart of how your business grows and evolves. Start by making communication a habit, not a task. Regular updates and proactive check-ins show clients they’re valued, not forgotten. A quarterly survey could give you real-time insight into their concerns and needs, while also showing them you’re listening. Use these moments to adjust and improve, ensuring your services stay relevant and appreciated.

Transparent pricing is another cornerstone of trust. By implementing clear and upfront pricing models early in the year, you can remove uncertainty and make clients feel confident about the value they’re receiving. Simple, honest conversations about cost often lead to stronger, more enduring partnerships.

Strengthening client relationships doesn’t have to be about grand gestures. Sometimes, it’s the steady, thoughtful actions that build the deepest loyalty.

Managing client relationships is as much about being present and proactive as it is about having the right tools in place. The right technology doesn’t replace personal touch—it enhances it by freeing you to focus on what really matters: your clients.

Here are some practical ways tools can support stronger client relationships:

• Streamline proposals and engagement letters: Automate these processes to ensure clarity from day one. Clients appreciate knowing exactly what to expect, and you’ll save time by eliminating manual back-and-forth.
• Manage agreements digitally: Digital tools make it simple to send, review, and sign agreements, keeping things organized and stress-free for both you and your clients.
• Schedule regular check-ins: Use client management software to plan and track your interactions. Whether it’s a quarterly update or a quick call to check on their needs, these tools ensure you never lose touch.
• Automate communication where it makes sense: For recurring tasks like reminders or follow-ups, automated emails or messages keep things running smoothly without eating into your day.

Growth often requires strategic spending. Define investment goals that directly impact scalability and efficiency, and use measurable metrics to track their success. Examples include:

• Allocating 10% of revenue to new technology that reduces manual workflows by 20% by Q3.
• Launching a digital marketing campaign in Q2 to acquire 15 new clients in the professional services niche.
• Offering quarterly training programs to upskill staff in advisory services and relationship management.

Setting goals is only part of the process. Regular reviews—monthly or quarterly—can help ensure your plans remain aligned with performance and market conditions. Ignition’s Business Insights dashboard is designed for this purpose. It allows you to monitor client revenue, service profitability, and payment trends while identifying gaps in your operations. By relying on data-backed insights, you can adjust your strategies effectively without relying on guesswork.

Ignition simplifies goal achievement by automating key workflows like proposals and payments, freeing your team to focus on higher-value activities. It also enhances client relationships with streamlined communication and onboarding, fostering trust and loyalty. And by reducing operational overhead with user-friendly technology, Ignition positions your firm to achieve sustainable growth.

From reflecting on the past to embracing automation and setting adaptive goals, each step brings your firm closer to achieving its 2025 objectives. With Ignition as your partner, navigating the complexities of growth planning becomes seamless—allowing you to focus on what matters most: delivering exceptional results for your clients.