Choosing the right accountant is one of the most important decisions a business owner or self-employed person makes. The wrong fit can cost you money, time and peace of mind. The right KNS accountant becomes a trusted partner who understands your finances, spotlights problems early, and helps you keep more of what you earn.
But how do you know which accountant is right for you?
The answer lies in asking the right questions before you commit. This guide walks through the 10 questions that matter most — and why.
Are They Properly Regulated?
This is your starting point. Ask whether the accountant is regulated by a recognised professional body and qualified to give the advice you need.
In the UK, look for membership of one of these:
- ICAEW (Institute of Chartered Accountants in England and Wales) — members are Chartered Accountants
- ACCA (Association of Chartered Certified Accountants) — members are Chartered Certified Accountants
- ICAS (Institute of Chartered Accountants of Scotland)
- Chartered Accountants Ireland
Each body has its own professional standards, codes of conduct and disciplinary procedures. Regulation protects you: if something goes wrong, there’s a formal route to complaint.
Ask directly: “Which professional body are you regulated by?” A legitimate accountant will answer clearly and provide evidence (membership number, certificate). Be wary of anyone vague about this.
Do They Have Experience With Your Business Type?
Experience matters. An accountant who works with e-commerce businesses might not know the nuances of construction subcontracting. One who specialises in landlords may not understand contractor IR35 rules.
Ask: “Have you worked with businesses like mine?” and follow up with specifics: “How many clients do you serve in my sector?” and “What are the main tax or compliance issues you help them navigate?”
Listen for practical examples. A good answer shows they’ve solved real problems in your industry, not just read about them.
If you’re a sole trader, contractor, landlord, or run an e-commerce or healthcare business, this matters even more. Tax rules and record-keeping differ wildly by sector.
What Services Do They Actually Offer?
Don’t assume. Many accountants offer bookkeeping, tax returns and payroll. Some also handle company secretarial work, audit or business consultancy. Some specialise narrowly.
Ask: “What’s included in your standard service?” and “What would cost extra?” — because there’s no single definition of a ‘full’ accountancy package.
For example, you might assume an accountant handles tax planning, but some only prepare returns. Others offer fixed-fee bookkeeping but charge hourly for strategic advice.
Know what you need (Self Assessment help, VAT returns, payroll, financial forecasting, business planning) and check that they provide it, or can refer you to someone who does.
How Do They Price?
Fee structure tells you a lot about how they work. There are broadly three models:
- Hourly rates: transparent per-hour billing, but total cost can be unpredictable.
- Fixed fees: you pay the same each month or year regardless of work volume — predictable and fair if the scope is clear.
- Percentage of turnover: their fee rises with your business — incentivises growth but can feel steep.
Ask: “How do you charge?” and “What’s included?” Then get a written estimate for your specific situation.
A good accountant will explain what affects the price (business complexity, transaction volume, software used, added services like payroll or audit). Be cautious of firms that quote a blanket fee without understanding your needs — they may under-price and cut corners, or add surprise charges later.
Ask whether VAT is included in quoted figures. And clarify what happens if your circumstances change mid-year (more staff, higher turnover, new ventures).
Will They Explain Things Clearly?
Accountancy is full of jargon. Your accountant’s job isn’t just to file returns; it’s to help you understand your finances and the tax implications of decisions you make.
In a meeting or call, pay attention to how they explain things. Can they describe their services in plain English, or do they hide behind technical terms without pausing to check you understand?
Ask: “Can you explain how corporation tax works for my limited company?” or “Walk me through how Making Tax Digital for Income Tax will affect my Self Assessment process.”
A good accountant simplifies without being patronising. They respect your intelligence but don’t assume you know accounting terminology.
If you don’t understand an explanation, that’s not your fault — it’s theirs.
How Will They Stay in Touch?
Do they contact you before a tax deadline to gather documents? Do they flag opportunities to reduce tax or save money? Do they explain year-end results and next steps, or just send a bill?
Ask: “How often will we communicate?” and “What happens if I have a question mid-year?”
Some accountants work remotely via email and portal. Others prefer in-person meetings. Some offer both. There’s no wrong answer — it’s about fit. If you like regular contact, don’t choose someone who works by email alone.
Also ask about accessibility: “Can I reach you outside working hours if I have an urgent question before a deadline?” Most won’t be on call, but good ones make allowances during crunch periods (Self Assessment, payroll year-end, corporation-tax filing).
Do They Use Modern Accounting Software?
Cloud accounting is now standard: tools like Xero, QuickBooks and Sage make your records accessible, live and easier to manage than spreadsheets or paper.
Ask: “What accounting software do you recommend?” and “Can you manage it for me, or do I run it and you just review it?”
If you run a business of any size, your accountant should be comfortable with your chosen software (or help you choose one that fits your needs and their systems). If they’re not, or if they demand you use a specific tool you dislike, that’s a red flag.
A cloud-connected accountant can give you real-time financial reports and alerts, not just annual accounts months after year-end.
What Do Existing Clients Say?
Testimonials and reviews aren’t everything, but they give you a sense of how clients feel about the service.
Ask: “Can you share a recent client testimonial?” or check independent sites like Google, Trustpilot or accountancy directories.
Look for reviews that mention:
- Clear communication and accessibility
- Proactive tax advice (not just reactive filing)
- Fair pricing
- Personal service (not feeling like a number)
- Timely turnaround on returns and advice
Be cautious of perfect 5-star ratings with vague praise. Real feedback includes specifics and, occasionally, constructive criticism addressed fairly by the firm.
A rating of 4.5 to 5.0 with 8+ substantive reviews is more reliable than 5.0 with two reviews.
Will They Help If You Switch From Another Accountant?
If you’re already with an accountant, you’ll need to hand over your files and records. A good accountant will make this smooth.
Ask: “How do you handle client handovers?” and “What information do you need from my previous accountant?”
Professional accountants request:
- Prior-year accounts and tax returns
- HMRC correspondence and agent authorisation
- Payroll records (if relevant)
- Bank statements and transaction records
- Client identification (for money-laundering compliance)
They’ll contact your previous accountant formally to request these. If your old firm drags their feet, the new accountant should be prepared to follow up or advise you of your rights.
Beware of anyone who rushes handover or suggests keeping things informal — professional standards require proper documentation.
Do They Offer a Consultation First?
A good accountant will spend time understanding your situation before you hire them, often at no charge.
A consultation should cover:
- Your business type and structure
- Your current accounting setup
- Pain points (what’s frustrating about your current arrangement)
- Your goals (growth, tax efficiency, time saving)
- Their services and how they’d help
- Fees and next steps
This is mutual: they’re assessing whether they can help you, and you’re assessing whether you trust them.
If an accountant offers only a sales pitch with no listening, that’s a sign they’re not truly client-focused.
Why These Questions Matter
Hiring an accountant is a financial and personal decision. They’ll know details of your finances, advise on major business decisions, and represent you to HMRC. You need someone you trust, who understands your situation and communicates clearly.
The right fit will:
- Reduce stress and free up your time
- Spot tax-saving opportunities you’d miss alone
- Explain your finances so you understand them
- Be accessible when you need them
- Charge fairly for the value they deliver
Taking time to ask these 10 questions now will save you money and headaches later.
Choosing an Accountant in London: Next Steps
Once you’ve asked these questions of a shortlist of firms, here’s how to narrow it down:
- Get written estimates from at least two accountants. Compare not just price but what’s included.
- Check their regulation. Verify membership with ICAEW, ACCA or another body — don’t take their word for it.
- Ask for a referral. If you know another business owner with the same accountant, ask them directly about their experience.
- Trust your gut. After a consultation, do you feel heard? Do they ask about your needs, or do they push a fixed package? Do they make you feel confident?
- Start with a trial. Many accountants will handle your first year’s accounts with the understanding you can both walk away if it’s not working. Make sure this is clear.
The best accountant isn’t necessarily the cheapest — it’s the one who understands your business, keeps you compliant and helps you plan ahead.
FAQs: Choosing an Accountant
How much should I expect to pay for an accountant in London?
Fees vary widely based on your business size, turnover, complexity and the accountant’s location and specialism. A sole trader might pay £40–£100 a month for bookkeeping and Self Assessment; a limited company might pay £150–£500+ depending on transaction volume and services. Ask for estimates tailored to your situation rather than relying on average figures — an accountant who understands your needs can quote accurately.
Can I use a freelance bookkeeper instead of a qualified accountant?
Bookkeepers record transactions and reconcile accounts — valuable work. But bookkeepers aren’t always qualified to give tax advice, file tax returns (unless specifically trained) or represent you to HMRC. For Self Assessment, corporation tax, VAT returns and tax planning, you need a qualified accountant. You might use both: a bookkeeper to handle day-to-day records, and an accountant for tax and strategic advice.
What if my accountant and I disagree about a tax strategy?
Good accountants will explain the reasoning behind their advice and listen if you have concerns. If you disagree, they should flag the risks and confirm your preference in writing. If you fundamentally distrust their advice, that’s a sign the relationship isn’t working — seek a second opinion from another accountant. You’re ultimately responsible for your tax position, so you need to understand and be comfortable with the approach.
How long does it take to switch accountants?
Usually 2–4 weeks if the handover is smooth. Your new accountant will request your files from the old one. Professional firms respond promptly, but some do drag their feet — your old accountant can’t legally withhold your documents, but they can be slow. Your new accountant will often chase for you. Plan the switch outside peak tax seasons (January–April for Self Assessment) if possible.
Should I use a big firm or a small local practice?
Both have pros and cons. Big firms offer specialist teams and resources; small practices often offer more personal service and accessibility. For North London businesses, a local practice with expertise in your sector might be more responsive and understand your community better than a national online accountancy. What matters most is that they’re regulated, experienced with your business type, and accessible to you.
How do I know if an accountant is charging too much?
Compare written quotes from at least two firms for the same services. Ask what’s included and what costs extra. Be wary of unusually cheap quotes — they often mean corners are cut or extra fees appear later. A fair fee should reflect the accountant’s time, expertise and the value they deliver (tax savings, compliance, peace of mind). If you feel you’re getting poor service for the price, raise it with them — good accountants will discuss concerns openly.
What questions should I ask about tax planning?
Ask: “What tax-planning opportunities have you identified for my business?” “How do you stay current with tax-law changes?” “Will you flag opportunities like pension contributions, expense claims or dividend strategies?” A proactive accountant offers tax advice as part of their service, not just reactive filing. Caution: no accountant can guarantee specific tax savings — legitimate tax planning reduces your tax bill within the law, but outcomes depend on your circumstances and HMRC’s interpretation of rules.
