The AI pricing shift in tax
AI is transforming how tax professionals deliver and price their work
AI use in UK tax has surged. Two-thirds (64%) of tax professionals now use generative AI in their daily work, up from 40% earlier this year. But while adoption is rising, the million-dollar question is: how will AI reshape billing?
Our latest Tolley survey of 300+ tax professionals reveals a growing appetite for new pricing models:
- 41% now use fixed fees by matter
- 38% offer flat fees
- 20% are exploring bundled AI with expert review
- 16% are testing subscription pricing
Nearly half (47%) are actively exploring alternative, AI-enabled billing models that focus on efficiency, transparency, and value delivered, not just hours worked.
Meanwhile, confidence is highest when AI is grounded in trusted tax sources like Tolley+ AI, with 69% saying they feel more comfortable using tools built specifically for tax.
“Clients shouldn’t have to pay a premium for things that are basic. I fully expect value billing to part of our long-term strategy on this one.”
– Ian Bowden, BDO
Discover how tax professionals are using AI to rethink pricing models, where traditional billing is being challenged, and how firms are aligning faster delivery with value-based pricing.
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