We’ve all heard the buzz about Gen Z changing the face of business—these digital natives grew up on smartphones, social media, and instant communication. Now, they’re launching startups, freelancing, and driving new models of entrepreneurship in record numbers. Forbes found that a staggering 62% of Gen Zers have plans to launch their own businesses in some capacity. 

The question for accountants and tax professionals is simple: Are you ready to serve them?

If you’ve been scratching your head wondering how to connect with this newest wave of clients, you’re not alone. Let’s dive into the essential steps to attract, engage, and retain Gen Z entrepreneurs in 2025 and beyond.

1. Understand the Gen Z Mindset

Gen Z values immediacy, authenticity, and technology-driven convenience. They’ve grown up with apps that allow them to do everything from ordering groceries (hi, Instacart) to getting financial advice with a tap. When it comes to accounting services, this generation expects a similar level of accessibility and transparency. 

Much like Millennials before them, Gen Z prefers communicating via technology – you generally won’t find them talking on the phone unless they have to – using text, social media, and video conferencing.

To attract these young, and potentially very lucrative, clients, tax and accounting professionals need to 

• Mobile-First Interactions: Websites, portals, and communication must be intuitive on phones and tablets.
• Fast Response Times: Gen Zers expect near-instant communication—think chatbots, text reminders, or AI assistants like CountingWorks PRO’s MAX.
• Mission and Values: They often look to partner with businesses that align with their ethical and environmental values.

Related: The New Rules of Client Communication: Keeping Up with Digital-First Expectations

2. Offer Streamlined, Tech-Friendly Solutions

Simply having a website isn’t enough. If your processes are outdated—like sending paper forms or requiring in-person meetings for every small detail—Gen Z may look elsewhere for a more tech-savvy provider.

• Integrate Cloud-Based Tools: From secure client portals to automated document sharing and e-signatures, frictionless digital processes are a must.
• Don’t Fear AI and Automation: Tools that handle bookkeeping, expense categorization, or tax estimate calculations in real time can free you up to offer higher-level advisory services – Gen Z values personalized services, so this can be a major selling point.
• Provide Self-Service Options: Having an online knowledge base or short tutorial videos about simple things (like which IRS forms they should download) can satisfy their DIY streak while still keeping you in the loop for complex matters.

3. Communicate on Their Terms

Gen Z entrepreneurs tend to be extremely comfortable with texting, chat apps, and social media—often more so than phone calls or email.

• Text or Chat Functionality: Offering these as contact methods can set you apart from more old-school competitors.
• Short-Form Video Explainers: TikTok videos or Instagram Reels might sound like a leap for an accounting firm, but quick, engaging content can make taxes less scary or show behind-the-scenes glimpses of your firm’s culture.
• Digital Collaboration: Tools like Slack and CountingWorks PRO’s workflow system help keep projects on track and communication streamlined, especially if you’re working with clients who juggle multiple ventures.

4. Highlight Advisory Services Over Compliance

Gen Z is less interested in paying accountants to just file taxes. They’re looking for strategic insights, cash flow guidance, and help scaling their businesses. Position yourself as more than a “numbers person”—be a mentor and partner.

• Focus on Planning and Forecasting: Instead of reacting to last year’s numbers, help your clients plan for the next five.
• Offer Business Coaching and Financial Literacy Sessions: Gen Z entrepreneurs often appreciate interactive workshops or 1:1 sessions that teach them how to handle money smarter.
• Bundle Advisory with Compliance: Create service packages that include monthly check-ins, real-time financial dashboards, and tax planning, so they see ongoing value rather than a once-a-year transaction.

5. Make Values and Diversity a Priority

Gen Z entrepreneurs care deeply about social responsibility and inclusivity. Demonstrating genuine values in your practice can be a huge differentiator.

• Showcase Your Mission: Whether you champion sustainability, local community projects, or educational initiatives—make it known.
• Highlight Diversity: If your firm boasts a diverse team or invests in inclusive hiring, let clients see that you’re committed to representation.
• Engage in Community-Building: Attend or sponsor events, webinars, and local meetups that matter to Gen Z or align with your shared values. This can spark conversations and loyalty.

6. Share Social Proof and Success Stories

Testimonials and reviews have always been a secret weapon, of sorts, in the accounting world, but in today’s industry, where online reputations can make or break a business, social proof is critical. Gen Z entrepreneurs often research thoroughly before making any decision—reviews, Google Business Profile listings, social media comments, you name it.

• Collect Client Stories: Feature case studies of real Gen Z entrepreneurs you’ve helped—how you streamlined their financials or guided them to a better tax strategy.
• Encourage Online Reviews: Ask satisfied clients to leave feedback on platforms like Google, LinkedIn, or specialized accounting directories.
• Video Testimonials: Short, authentic video clips can resonate more than a text-based review, showcasing real clients’ experiences.

7. Always Be Evolving

Staying relevant for Gen Z means never getting too comfortable. This generation’s preferences and the broader tech landscape shift rapidly. Be prepared to adapt and iterate.

• Keep Learning: Subscribe to industry updates, explore new apps, and attend virtual events on digital entrepreneurship trends.
• Regularly Refresh Your Branding: From your website’s look to your social media presence, stay modern and consistent.
• Ask for Feedback: Periodically survey your clients—what do they love about your services, and where can you improve?

Gen Z entrepreneurs aren’t just a niche market—they’re the future of business. By embracing technology, offering real-time advisory, aligning with meaningful values, and delivering an authentic, user-friendly experience, you’ll position your accounting firm as a trusted ally for this rising generation of innovators.

Related: ‘Your Brand is the Story You Tell Every Day’: Building a Strong Brand Identity for Your Tax Firm

Remember, it’s not about changing who you are—it’s about showcasing your expertise in ways that resonate with a new wave of clients. Stay curious, stay flexible, and watch as Gen Z’s entrepreneurial spirit brings fresh energy (and new business opportunities) your way.