The AI pricing shift in tax

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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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