The landscape for advisory services in Europe is undergoing a profound transformation, where advisory services have become essential to firm growth and client retention. In Europe, firms are not just embracing this shift; they are redefining what modern advisory looks like by combining data-driven intelligence, AI, and regulatory awareness to deliver higher-value, insight-driven services.
Data meets insight: how European accountants are elevating advisory with AI
The 2025 Future Ready Accountant Report reveals that 67% of European firms now consider advisory a core part of their offering, and 47% plan to expand their advisory services within the next 12 months. But unlocking the full potential of advisory requires more than good intentions — it demands better data access, smarter tools, and the right cultural mindset.
A data-driven transformation is underway
European firms are increasingly using AI and data analytics to elevate their advisory offerings. This shift is powered by technology investments that help firms tap into real-time client insights and identify opportunities for added value.
In Denmark, 40% of firms are already leveraging client feedback and transaction history to shape tailored advisory services. In Belgium, the number is even higher at 47%, well above the European average of 32%. These firms are turning data into dialogue, using insights to spark deeper conversations and offer proactive solutions.
As Geert Degens, Partner at FinFisco in Belgium, explains, “Accountancy is increasingly becoming a strategic advisory field. Companies need expert guidance on complex financial and tax issues, which only increases the added value of the sector.”
Barriers to insight: data access and systems integration
Despite this momentum, many firms still face structural hurdles that limit their ability to deliver high-quality advisory. Low client demand, limited resources, preference for focusing on other services, cost concerns, and lack of expertise remain top challenges across the region.
The 2025 Future Ready Accountant Report shows that firms that struggle to integrate their systems are more likely to delay expanding advisory offerings. They may have the technical ability to analyse data, but without clean, connected, and timely inputs, advisory becomes reactive rather than strategic.
This is where cloud platforms and integrated ecosystems make a measurable difference. Firms operating fully or partially in the cloud are more likely to deliver advisory at scale, as cloud-native tools streamline access to client data, enable automation, and can reduce the time it takes to prepare insights.
Regulation is accelerating the shift
Interestingly, evolving regulations are not just complicating the advisory landscape; they are driving its growth. In the 2025 survey, 39% of European firms cited evolving tax and accounting regulations as their most significant challenge. Rather than retreating, forward-thinking firms are responding by offering more guidance, education, and strategic advice to help clients navigate this complexity.
“Compliance with regulations affects the very survival of companies in target markets,” said Dr. Marco Cuchel, President of the National Association of Accountants in Italy. “Business crisis reporting is a regulatory requirement, but it is worth emphasising that complying with this obligation also means creating important opportunities for accountants.”
This creates an opening for accountants to move beyond transactional compliance to become trusted advisors who help clients adapt to shifting rules and stay ahead of risk.
AI enables scale and precision
Firms are increasingly relying on AI to scale their advisory services. European firms are using it to analyse unstructured data, summarise documents, detect risk patterns, and generate forward-looking insights — freeing up staff to focus on high-touch client communication and planning.
For example, 37% of European firms are very likely to adopt AI tools that generate predictive insights based on client data, while 36% plan to analyse and extract data for forms and workflows. These technologies don’t replace human expertise — they amplify it.
“Firms will always need to prioritize and highlight the human aspect,” said Bart Van Coile, President of the Institute for Tax Advisors and Accountants in Belgium. “AI and automation will enable faster and more accurate preparation. Alongside that human element, the future of the profession is more than assured.”
Looking ahead: advisory as a differentiator
In a competitive market, advisory services have become a key differentiator. Firms that connect their advisory offerings to AI-powered insights are not only better equipped to serve clients, they’re also more resilient and better positioned for long-term growth.
The next step for European firms is clear: continue investing in data, technology, and people. Advisory is no longer a niche service; it’s the future of the profession.
To learn more about how European firms are using AI and data to transform client advisory, download the Wolters Kluwer 2025 Future Ready Accountant report.