Winning Benefits Strategies for Small Accountancy Firms

In a market where the Big 4 and larger firms often dominate the conversation, how can smaller accountancy practices compete for top talent?

The answer isn’t in trying to outspend the giants — it’s in outsmarting them.

By building a benefits strategy around flexibility, personalisation and genuine employee engagement, smaller firms can offer something many large organisations struggle to deliver: agility. And in today’s recruitment market, that agility is a serious competitive advantage.

Flexibility is your new competitive edge

Flexibility is no longer a trend — it’s an expectation.

In our most recent Benefits Survey, flexibility-led benefits consistently ranked among the top priorities for accountancy professionals. The three most requested benefits were:

• The Four-Day Work Week: A three-day weekend is no longer a pipe dream. For some smaller accountancy firms, a four-day week is a realistic and highly attractive offering. Beyond attracting talent, it supports retention, productivity and employee wellbeing. In a profession known for long hours, this can be a genuine differentiator.
• Enhanced Private Medical Insurance: Salary will always matter – but long-term loyalty is often driven by security. Comprehensive private medical insurance, including mental health support and family cover, carries significant weight — particularly for mid-career professionals with dependants. Smaller firms can often tailor healthcare provision more easily than larger organisations tied to rigid corporate schemes.
• Flexible Working Hours: The traditional 9-to-5 model no longer reflects how many accountants want to work. Whether it’s adjusted start and finish times, hybrid working, or location flexibility, true flexibility signals trust. Smaller accountancy practices are often better placed to offer meaningful autonomy rather than policy-driven compromise.

One-Size-Fits-All Benefits No Longer Work

Benefits expectations vary significantly across career stages.

What motivates a newly qualified accountant is different from what matters to a senior manager or partner-track professional. Yet many firms still offer rigid, standardised packages.

That rigidity creates frustration — and opportunity.

In our survey, 70% of respondents said they were not fully satisfied with their current salary and benefits package. That represents a significant opportunity for smaller accountancy practices to differentiate themselves.

One approach is introducing a flexible benefits allowance. This gives employees a set budget to allocate towards the benefits that matter most to them — whether that’s additional annual leave, enhanced pension contributions, health cover or wellbeing support.

It’s personalised, cost-controlled and far more aligned with today’s workforce expectations.

How Smaller Accountancy Firms Can Act on These Insights

1. Start with a Conversation: Don’t assume — ask. Short surveys or informal check-ins can reveal what your team genuinely values.
2. Embed Flexibility Across Your Offering: From a four-day week to hybrid working or flexible benefits pots, flexibility should sit at the core of your employer proposition.
3. Promote Your Benefits Clearly: If you offer flexible working or enhanced healthcare, make it visible. Include it in job adverts, on your website and during interviews. Strong employer branding matters.
4. Invest in the Right Systems: Benefits administration doesn’t have to be burdensome. Modern HR and benefits platforms can streamline management and reduce overhead.

Smaller Accountancy Firms Have a Powerful Advantage

While smaller accountancy practices may not have the financial firepower of the Big 4, they often have something more powerful: proximity.

Closer relationships with employees allow for deeper understanding of what people actually value – and the ability to adapt quickly.

Attracting and retaining top accountancy talent isn’t about offering the most expensive benefits package. It’s about offering the most relevant one.

When your benefits strategy reflects the real needs of your team, you’re not competing with larger firms – you’re standing apart from them.

Curious about how your benefits offering compares to the market?

We regularly speak to accountancy professionals across the UK and can share up-to-date insight into what’s driving career moves. Speak to Claire Jones to start the conversation.