Mid-Market Accounting Firms Can Finally Access Enterprise-Level Tech to Drive Growth

Propense gives regional and mid-market accounting firms the same AI-powered growth capabilities used by the industry’s largest firms—without the enterprise price tag. Uncover opportunities sooner, act on them with confidence, and accelerate firm-wide growth with the clients you already have.

By Dylan Smith

Mid-market accounting firms are facing a tougher growth environment than ever before. Average revenue growth for CPA firms with more than $2 million in revenue fell to 7.9% last year, down from 10.7% in both 2023 and 2024.

Winning new clients takes more time, competition is increasing, and firms are under pressure to do more with fewer resources. But there’s a bright spot: The firms seeing the strongest growth are expanding relationships with the clients they already serve.

Similar opportunities exist within most firms’ existing client portfolios, regardless of size. The challenge is identifying where those opportunities are, understanding which services will create the most value, and getting the right insights in front of partners at the right time.

The largest accounting firms are solving that challenge by investing heavily in data infrastructure, extensive business development and analytics teams, and custom-built tech platforms. Those investments have made it easier to identify cross-selling opportunities, prioritize them, and turn them into solid revenue.

Most regional and mid-market accounting firms don’t have the budget or internal resources to build that kind of infrastructure. That's where Propense comes in.

We’ve spent years helping accounting firms uncover billions of dollars in untapped revenue hidden within their existing client portfolios. Today, nearly 20% of the top 100 IPA firms in the U.S. use Propense to identify growth opportunities across their client base.

Now, we’re making those same capabilities accessible to regional and mid-market accounting firms that want enterprise-level client intelligence without making an enterprise-level investment.

Growth Starts With the Clients You Already Have

Most accounting firms offer far more services than any single client uses.

• A tax client may also need outsourced accounting.
• An audit client may benefit from cybersecurity or transaction advisory services.
• A privately held business may be planning for succession, valuation, or an acquisition.

Many of these opportunities are common. The challenge is connecting the dots across thousands of client relationships and knowing which opportunities deserve attention first.

That’s difficult to do manually, especially for firms where partners, business development professionals, and client service teams are already balancing competing priorities.

Enterprise Capabilities Without the Enterprise Build

In the past, sophisticated client intelligence platforms have been available only to the largest firms because they were expensive to build and maintain. Data had to be cleaned and structured, analytics models had to be developed, and internal teams had to manage implementation, maintenance, and ongoing improvements.

For many firms, technology wasn’t even the biggest obstacle. The people and resources required to support it were.

Propense eliminates these roadblocks, too. We handle the data cleanup, enrichment, implementation, and ongoing support, giving firms a purpose-built platform that delivers prioritized cross-selling and upselling opportunities without requiring an internal data science team.

Purpose-Built for Mid-Market Accounting Firms and The Way They Grow

Propense helps firms turn existing client data into actionable growth opportunities by:

• Identifying cross-selling and upselling opportunities across the client portfolio.
• Prioritizing opportunities based on likelihood and potential value.
• Segmenting recommendations by partner, office, industry, or service line.
• Delivering context-rich insights that fit into existing business development workflows.

Rather than asking firms to build a business development process around new technology, Propense supports the processes they already have in place.

Technology Is Only Part of the Solution. Implementation Matters, Too.

Propense combines AI-powered client intelligence with hands-on implementation and ongoing support, helping firms realize value quickly while ensuring the platform evolves alongside their business.

Firms don’t need to hire analysts, build dashboards, or manage complex data projects. They can stay focused on serving clients while Propense helps surface the next opportunity.

Proven in Practice with Top Accounting Firms

Here’s what firm leaders are saying about Propense and how it’s helping them uncover opportunities, better serve clients, and make smarter growth decisions.

“If someone asks a question about our clients, I go to Propense first because it has configured our data in a way I can actually manipulate.” —Tyler Houk, Sr. Growth & Strategy Associate

“Our excitement about the promise of implementing Propense is to give us greater assurance that we’re taking great care of our clients—whether that drives revenue to our firm or not.” —John Sensiba, Partner

“Propense quickly delivered meaningful impact by giving us a clearer view of the work we do for our clients and enabling us to anticipate and meet their needs more proactively.” —June Landry, CMO

Explore more case studies and insights here.

We Help Regional and Mid-Market Accounting Firms Compete Differently

Regional and mid-market accounting firms have always competed on relationships, responsiveness, and deep client knowledge. Now, they can pair those strengths with the same type of client intelligence and cross-selling capabilities that have historically been available only to the industry’s largest firms.

If your firm is looking for a smarter way to grow, we’d be happy to connect.

Schedule a demo to see how Propense helps regional and mid-market accounting firms uncover opportunities sooner, act on them with confidence, and accelerate firm-wide growth with the clients they already have.