Choosing an AI-focused accountant in London: 10 questions to ask

Why ask questions before choosing an AI-focused accountant?

Many accountancy firms now describe themselves as tech-led or AI-enabled. The label can mean anything from using cloud software to rebuilding a client’s entire finance process. The right questions separate genuine capability from marketing, and help you find a firm whose way of working suits your business.

Here are ten questions worth asking, with what a good answer tends to look like.

Questions about software and automation

1. Which accounting software do you work in? Your ledger is the centre of your finance function, so your accountant should know it deeply. A good answer names specific platforms, such as Xero, QuickBooks or Sage, and explains how they would work with the one you already use, or makes a reasoned case for switching.

2. Do you build integrations, or only recommend apps? Recommending a capture tool is useful. Connecting your sales platform, payment provider and payroll system so data flows into the ledger without re-keying is a different level of service. A good answer gives examples of integrations they have built, using tools like Power Automate, Zapier, Make or direct APIs, and explains who maintains them.

3. Who checks the automated output? This is the most important question on the list. Automation and AI are fast, but they can miscode, mismatch or produce confident errors. A good answer names a qualified person who reviews coding, reconciliations and reports before you rely on them, and describes what that review involves.

It is worth pressing on the detail. Is every transaction reviewed, or a sample? What happens when the reviewer spots a pattern of errors: is the rule or integration fixed at source, or corrected by hand each month? Firms that fix problems at source tend to deliver steadily cleaner books over time.

Questions about process and security

4. How do you document your processes? Automated routines should not live in one person’s head. A good answer describes written procedures for each routine, covering what it does, the systems involved and what happens when something fails. Ask to see an example.

5. How do you keep our data secure? Your finance data includes personal information about staff, customers and suppliers. Listen for:

• multi-factor authentication on every system;
• access limited to the people who need it, and removed promptly;
• business or enterprise versions of AI tools, not free consumer accounts;
• a clear understanding of UK GDPR and where your data is stored.

Questions about cost and deadlines

6. How do you price your work? Some firms charge a fixed monthly fee, some charge by the hour, and many combine a fixed fee for ongoing work with separate quotes for set-up projects. There is no single right model. A good answer is clear about what is included, what counts as extra, and whether the efficiency gains from automation are shared with you through lower or more predictable fees.

7. How do you handle HMRC and Companies House deadlines? Missed deadlines bring penalties and unwanted attention. A good answer describes a system, not just good intentions: a tracked calendar of VAT, PAYE, corporation tax, confirmation statement and accounts dates, with reminders to you well ahead of each one and a clear view of who is responsible for what.

Questions about reporting and track record

8. What reporting will we get, and how often? Automation should make timely reporting affordable for smaller businesses. A good answer sets out what you will receive (for example, monthly management accounts with commentary, cash flow forecasts or KPI dashboards), how soon after month end, and whether someone will talk you through it.

Reports only matter if they change decisions. The best firms tailor the pack to the numbers you actually run the business on, such as project margins for an agency or contribution per order for an e-commerce brand, and flag what needs your attention rather than leaving you to find it.

9. Can you share references or case studies? Ask for examples from businesses similar to yours in size and sector. A good answer includes specific results, such as a faster month end or fewer hours spent on data entry, and ideally a client you can speak to directly.

What happens if you decide to leave?

10. Do we own the routines you build? This question is often overlooked. If a firm builds integrations, automations and documentation around your business, you should be able to keep using them if you move on. A good answer confirms that the documentation, workflows and system access belong to you, and describes a handover process. Be cautious of any set-up that only works while you remain a client.

Check practical details too. Are the automation accounts (Zapier, Make or Power Automate) registered in your business’s name or the firm’s? Who holds admin access to your accounting software? Clear answers now avoid a difficult transition later, and a firm that is confident in its service will have no difficulty giving them.

How do you weigh up the answers?

No firm will give a perfect answer to every question, and the right choice depends on your priorities. A fast-growing e-commerce business may care most about integrations; a consultancy may care most about reporting and advice.

Look for consistency. A firm that talks confidently about AI but is vague on who checks the output, or how processes are documented, is a firm to question further. The strongest answers show that technology does the heavy lifting while qualified people check, advise and communicate.

As one example of a firm that works this way: Oswald Murdock is a hybrid accountancy firm in Farringdon, London, that embeds AI and automation into small businesses’ finance departments to cut costs and save time, with a qualified accountant checking every figure. Whichever firm you choose, these ten questions should help you find an accountant who makes your finance function faster and more reliable.

This article is general information only and is intended to help you compare firms. It is not advice for your specific circumstances.