What pricing models are available?
Many accountants remain committed to a timesheet based approach to pricing. They provide an estimate of the cost of a service to the client and bill the amount based on hours recorded by individuals at the end of the assignment. The fee per hour is based on the skills and qualifications of accountants and other professionals using a fixed schedule of rates.
While this may be a comfortable approach for accountants, it does present some risks. Not least where a client challenges the number of hours to complete an assignment and the obvious time lag between incurring the cost of delivering the service and billing upon completion.
Fixed pricing involves using a flat rate per hour based on the type of service provided. To calculate the fixed rate, accountants need to understand the cost of the resource and the margin needed to achieve the desired profit. These calculations are based on the type of professional involved in the assignment, from bookkeepers to qualified accountants and other experts such as payroll operatives. Indirect costs of employment tax, holidays and employee benefits will need to be included in the fixed price calculation.
No accountant bills 100% of their time, with ‘non-chargeable time’ needed for training and continuing professional development, business growth, and Practice management. Another factor is the qualification and experience of the accountant, with trainees and newly qualified accountants typically billing more hours than more senior accountants who may have wider responsibilities across a Practice. Typically, an accountant will look to bill anything between 800 hours and 1,200 hours each year (depending on the scope of their responsibilities).
To calculate the fixed fee, the accountant will need to understand the direct and indirect costs of employment and the profit margin required. A simple example to calculate the hourly rate for a newly qualified accountant earning £40,000 per annum with 1,200 chargeable hours is shown below.
Less positively, using a fixed fee approach means the risk of completing an assignment within the estimated number of hours lies with the accountant. If there are significant cost overruns there may need to be a renegotiation of the fixed fee. Tracking the progress of each assignment is needed to raise awareness of any delays, additional work, or cost overruns at the earliest possible stage.
Preparing clear terms of reference and engagement letters and effective communication with clients is essential to the success of the fixed price model.
Value based pricing means fees are calculated based on the value of the assignment to an individual client. Preparing a fee for the work can be time-consuming as the accountant will need to consider the specific characteristics and needs of each assignment before suggesting a fee. There will be some initial investment in understanding the client and the outcomes expected and there may be some negotiation to finalise the fee. The value pricing model is suitable for assignments where unique skills are required, such as advisory services or specialist tax advice.
Once agreed the fee will usually be fixed, which means the risk of any cost overruns or ‘assignment creep’ lies with the accountant. Positively, the value pricing model does mean fees can be prepared based on a premium because of the rich skill mix needed to deliver. The fee should be paid based on agreed milestones with a significant amount paid before the assignment commences.
Accountants believe the value based model fairly reflects the value of the services they provide to clients. It also offers scope for accountants to develop new skills, increase their network of clients and building their Practice presence in new markets. Clients prefer the model to be applied to complex projects because the fee is fixed unless the scope of the assignment is changed, helping with their own cash flow forecasts and financial monitoring.
There are of course risks with the value pricing model. Understanding the scope of an assignment and the outcomes expected by a client can be challenging and require investment from senior professionals to ensure these are clearly defined. Clients expect measurable results improving their financial and operational performance where a value based approach is taken. Delivering an assignment may involve intense periods of working long and unsocial hours and committing significant resources from a Practice.
Model 3 – subscription based model
With the advances in cloud based accounting, and the option for businesses to ‘self-serve’ their bookkeeping and accounting tasks, many accountants are now implementing a subscription based model to collect monthly fees from clients. The subscription model is suitable where clients are seeking a fixed service each month, such as one or two hours of bookkeeping or a monthly payroll run. It also ensures accountants have a fixed amount of monthly income based on a clearly defined level of service.
Clients will usually set up a monthly standing order to pay their accountant and for the use of their chosen accounting software. They may choose to complete their own bookkeeping and monthly bank reconciliation. The fixed fee therefore covers the cost of software and preparing annual accounts and tax returns. If additional services are required, these costs are added to the monthly subscription amount based on a fixed schedule of rates and paid over a 12 month period.
Small business owners prefer the subscription model and the certainty it provides about their accountancy fees and the services they can expect.
Accountants also have the scope to sell additional services, particularly when their clients grow and require specialist tax or advisory services. These services require careful scoping and pricing, similar to the fixed fee model.
Model 4 – hourly or ad-hoc rates
Some accountants prefer to bill clients each month based on the number of hours they have spent working on an assignment. The services are commissioned by clients on an ‘ad-hoc’ basis and paid for based on a schedule of fixed rates. Clients are billed at the end of each month based on the number of hours taken to complete the work and the cost of the resource involved.
Hourly billing is one of the simplest pricing models to use though accountants will need to accurately record the time taken to complete work for each client using a timesheet system.
Unlike fixed pricing and value based pricing, the total fee for work billed hourly is calculated after the work is complete, so there is some risk if a client disputes a bill or refuses to pay. Some clients may not perceive any value from the services provided as they simply pay as they go. The hourly or ad-hoc rate approach is most suited to recurring tasks, such as monthly bookkeeping or the preparation of quarterly VAT returns and annual accounts.
Model 5 – Contingent fees
Billing clients on a contingent fee basis means the fee is calculated based on an agreed outcome resulting from an accountant’s work. There are strict ethical rules for accountants working on a contingent fee basis, particularly where there are self-interest or advocacy threats to an audit assignment. Contingent fees may be suitable where specific conditions exist for a client, for instance where they are looking to spread the risk and cost of an assignment with an uncertain outcome, such as a claim for grant income from the government or seeking new investment which may not be successful.
The contingent fee is only paid when the agreed outcomes have been achieved, which means there can be a time lag between completing an assignment and the outcome being secured. Accountants may have to commit significant resources to completing an assignment with the timing of the fee payment remaining uncertain.
Positively, accountants can use contingent fees to secure significant returns from their work. The assignment will usually involve highly skilled accountants providing specialist services. The fee does not reflect the number of hours taken to complete the assignment but does reflect the value of the assignment to a client. Accountants can secure a high fee based on their knowledge and expertise in an area rather than the costs involved in completing the assignment.
The main risk of the contingent fee model is where an agreed outcome isn’t achieved, and the client does not have to pay anything. Though as highlighted above, the rewards can be high for an accountant.