Table of contents
- Introduction
- Advisory is evolving — and expanding
- Data is the foundation of effective advisory
- Tech-forward firms are pulling ahead
- Navigating challenges, embracing change
- The next step: advisory built on intelligence
Introduction
Across the Asia-Pacific (APAC) region, advisory services are increasingly seen as essential to firm strategy. In the 2025 Future Ready Accountant report, 69% of firms in APAC report advisory is now a key part of their core offering, up from 52% the year before. That dramatic shift demonstrates that firms are moving away from compliance-driven business models and embracing technology as the engine of smarter, more personalised client service.
From Southeast Asia (SEA) to Australia and New Zealand (ANZ), firms are using AI and data analytics not only to improve operations, but to transform how they engage, advise, and grow.
Advisory is evolving — and expanding
Today’s clients expect their accountants to provide proactive guidance. Firms across APAC are responding to this demand by expanding their service portfolios, and AI is helping them do it at scale.
In the 2025 Report, 50% of APAC firms said they had expanded their advisory services in the past three years. That growth is particularly strong in SEA (59%), where firms are already leveraging AI tools for research, document summarisation, and even predictive analysis. These capabilities improve advisory accuracy and allow firms to support more clients without sacrificing quality.
“AI is a key enabler of advisory services, and I see the augmented delivery model as a non-negotiable going forward if firms wish to remain competitive,” said Liam Telford, National Tax Technical Director for RSM Australia. “A point I have laboured is that professionals should not outsource their thinking to AI but instead use it as a tool to enhance their delivery.”
Data is the foundation of effective advisory
To deliver real value, advisory must be grounded in timely, accurate, and accessible data. The adoption of cloud platforms and practice management software is helping firms close the data gap. These technologies provide real-time access to client information, enabling more insight-driven advice, and more agile service delivery.
Daniel Leung, Country Manager for the Association of Chartered Certified Accountants in Singapore, shared, “Cloud accounting, practice management systems, and AI-powered audit and assurance tools are enabling firms to scale with agility while delivering more tailored client experiences.”
Cloud-based, integrated systems allow firms to take full advantage of the insights within firm data to improve their internal decision-making and within their clients’ data to enhance the advisory conversation proactively identify client needs. Over the past three years, 44% of APAC firms have enhanced their data analytics capabilities, and 53% have plans to continue to do so in the next year. This signals a clear shift toward more insight-driven advisory models.
Tech-forward firms are pulling ahead
The 2025 Future Ready Accountant report shows a widening gap between firms that use integrated systems, data analytics and enabled advanced AI, and those that don’t. SEA firms in particular are leading the charge: 53% currently use AI for tax, accounting, and audit research (compared to 36% of APAC firms), and 49% use AI assistants like Microsoft Copilot to increase efficiency (compared to 37% of APAC firms).
AI tools that summarise regulations and spot anomalies are helping firms elevate the quality of their advice. For example, 56% of APAC firms say they’re likely or very likely to adopt AI to identify clients who are not meeting compliance obligations. The same percentage plan to use AI to generate predictive insights based on client data.
“Technologies such as AI, blockchain, and cloud computing are transforming how firms operate, making processes more efficient and effective, particularly in changing regulatory environments,” said Lydia Tsen, New Zealand Government Affairs Leader for Chartered Accountants Australia and New Zealand. “These forces matter because they drive innovation and improve efficiency.”
Navigating challenges, embracing change
Despite this momentum, many APAC firms still cite challenges with data quality, lack of expertise, and security and privacy concerns. But as with other regions, mindset makes the difference. Tech-forward and high-growth firms are more likely to adopt a “test and learn” approach, implementing AI in controlled use-cases and scaling once they see results.
“Technology – it will be complex, challenging, and expensive for many firms to be able to understand the implications of emerging technology,” said Diana Winfield, Associate Director of Content Solutions in APAC for Wolters Kluwer. “With so many options, there will be a process of trial and error. There isn’t one standard option. Each firm will need to work out what solution best meets their needs based on where they, and their clients, are at in the adoption process.”
The next step: advisory built on intelligence
For APAC firms, the future of advisory lies at the intersection of data, technology, and human expertise. Firms that build the right infrastructure and empower their people to use it will be best positioned to deliver consistent, consultative value to clients.
Whether through predictive insights, real-time dashboards, or AI-driven research, the advisory services of tomorrow are already taking shape today.
To learn more about how APAC firms are advancing advisory with AI and data, download the Wolters Kluwer 2025 Future Ready Accountant report.
