Accountants are expected to be brilliant at spotting value in their clients’ businesses. If you’re giving them business advice you’ll probably be referencing margins, markups, missed opportunities and lots more.
But when it comes to your own fees? Hmm. Many accountants have admitted to me that they haven’t revised their fees for over a year. Often much longer, Newer clients MAY be paying more commercial fees, but reviewing and repricing older clients has just never been a priority.
I often detect a degree of embarrassment when an accountant talks about this with me. They know it’s not great, but, I understand how it happens. As I always say: it’s your practice and you are perfectly entitled to run it however you like.
These conversations often develop and it sometimes becomes clear that they are working harder and harder. Are more stressed. Working more late nights and weekends and yet are not making much more profit.
I’ve also encountered too many accountants who earn less than their most senior employee (who has none of the stress and pressure of the owner of the practice). Others have no staff but are earning less than would do if they sold up and took a job working for someone else.
If that’s you and you’re happy with that situation, that’s fine.
But it doesn’t have to be that way.
Why higher fees are the real game-changer
You can never make more time. But you can always make more money.
When you raise your fees, something important shifts. You stop chasing. You start choosing. You have breathing space.
Your clients get a better experience. And growth stops feeling like a frantic hustle.
But you already know this, don’t you?
The real problem isn’t knowing. It’s doing.
Which is why it’s time to make a PACT.
The PACT you need to make
If you’re serious about building a more profitable, more enjoyable practice, you need to commit to four key shifts.
This is what I call the PACT Pricing Framework:
P – Pricing courage
This is the mindset piece.
It’s about backing yourself, your expertise and your impact.
Not every client will say yes — and that’s the point.
You don’t need hundreds of clients. You need the right ones.
The ones who respect your boundaries, value your time and don’t flinch at fair fees.
Pricing courage means ditching the fear of rejection and the false comfort of being “affordable”.
A – Assurance
Once you’ve quoted your fees, you hold firm.
No apologising. No caveats. No shrinking.
Just calm, quiet confidence in your worth.
The right clients will hear that confidence and mirror it.
The wrong ones won’t — and that’s OK.
Assurance is what stops you from discounting under pressure or backtracking when someone “just wants a quick chat” about your quote.
C – Control
Higher fees only help if they come with better boundaries.
Control is about protecting your time and your energy.
Saying no to the wrong work, the wrong clients, the wrong distractions.
It’s the power to choose what you do, when you do it, and who you do it for.
You’re not at the mercy of every email or every ask.
T — Transformation
This is the long-term shift. Because when you align pricing, assurance and control, your whole business changes.
You stop being a reactive accountant and start being a proactive business owner.
Your pipeline improves. Your confidence builds. Your team (if you have one) thrives.
And best of all? You enjoy the work again.
PACT isn’t a theory.
It’s a personal commitment to stop playing small.
To stop hiding behind low fees and modesty.
To step up and charge what your work is worth — because it is worth it.
An invitation
Many accountants I’ve interviewed on the podcast recognised that undercharging was a key mistake they had made in the past.
Many accountants I talk with know they’re still undercharging.
If that’s you then I’m sure you don’t need more evidence.
You need a decision.
Are you ready to make the PACT?
Because if you are — I can help.
Let’s have a no-pressure chat about where you are now, and what needs to shift to help you raise your fees with confidence.
