The retention reality
Accounting client retention rates vary widely—from 70% to 95%+ depending on the firm. The difference often comes down to what happens outside of compliance season.
Why clients leave
Exit interviews and industry research consistently show that clients leave not because of errors or even price, but because of:
- Feeling neglected: "I only hear from them when they want something"
- Lack of proactive advice: "They never tell me anything I couldn't figure out myself"
- Communication gaps: "I had to chase them for weeks to get answers"
- No perceived value beyond filing: "They just do my return—anyone could do that"
The vulnerable period
May through August is when clients are most likely to be approached by competitors. Their return is fresh in their mind, and any dissatisfaction is front and center. If your last communication was "Your return has been filed," that's what they remember.
The 90-day rule
If a client doesn't hear from you for 90 days, they start to feel like a transaction rather than a relationship. Something as simple as a relevant article or brief check-in resets that clock.
The May playbook
May is recovery time, but it's also when strategic post-season communication should happen. Here's a practical sequence:
Week 1-2: Season debrief communications
Send personalized notes to top clients acknowledging the completed season. Not a mass email—something with their name and a specific reference:
Hi [Name],
Now that tax season has wrapped up, I wanted to thank you for working with us again this year. I know it took some coordination to get everything together for [specific situation—rental property, new business, etc.], and I appreciate your patience.
I've flagged a couple of things I'd like to discuss with you before year-end that could help optimize your 2026 situation. No rush—we can connect in June or July when things settle down.
Best,
[Your name]
Week 3-4: Issue resolution
Address any outstanding items from tax season:
- Clients who expressed dissatisfaction
- Engagements that went over budget
- Missing documents that were bypassed under deadline pressure
- NOAs that show unexpected results
Proactive problem resolution builds trust. Waiting for clients to complain damages relationships.
June engagement strategies
Mid-year review offers
For business clients, June is ideal for mid-year reviews. Offer (and schedule now, before summer vacations):
- Tax projection: Based on YTD results, estimate year-end tax position
- Installment review: Are their payments on track, or should they adjust?
- Planning opportunities: Identify year-end strategies to implement
Content that provides value
June is a good time to share relevant content. Not generic newsletters—targeted, useful information:
- CRA updates that affect their specific situation
- Industry-specific tax changes
- Upcoming deadline reminders (instalments, GST/HST, corporate year-ends)
Referral requests
If you're going to ask for referrals, June is the time—recent enough that tax season performance is remembered, distant enough that the stress has faded. A simple approach:
Hi [Name],
I hope you're enjoying the start of summer. I wanted to let you know that we have capacity to take on a few new clients this year, and I thought of you.
If you know anyone who's frustrated with their current accountant or looking for a change, I'd be grateful for an introduction. We work best with [your ideal client profile].
No pressure—just thought I'd mention it. Thanks again for being a great client.
Advisory service opportunities
Post-season is when advisory conversations are most natural. Clients' returns are fresh, and you have data to work with.
Tax planning sessions
Offer formal tax planning meetings to appropriate clients:
- Compensation planning: Salary vs. dividends analysis for owner-managers
- RRSP strategies: Contribution room analysis and optimization
- Retirement planning: TFSA, RRSP, pension, and succession considerations
- Business succession: For clients approaching transition
Estate planning referrals
If clients' returns revealed estate planning gaps, now is the time to address them. Connect them with estate lawyers and discuss:
- Beneficiary designations
- Power of attorney arrangements
- Will updates
- Probate planning opportunities
Business advisory
For business clients, the completed year-end provides data for business discussions:
- Profitability analysis by product/service line
- Cash flow forecasting
- Pricing analysis
- Budgeting for the coming year
Bill for advisory work
Advisory conversations have value. Don't give them away as "client service." Position these as separate engagements with clear scope and fees. Clients who won't pay for advice won't value it.
Difficult conversations to have now
Some client conversations are easier in the off-season than during the stress of tax time.
Fee discussions
If you need to raise fees or restructure billing, June is better than January. Clients have time to consider options, and you're not competing with deadline pressure. Frame increases in terms of value delivered, not cost increases.
Scope clarification
For clients who consume more time than they pay for, off-season is the time to reset expectations. "Going forward, here's what's included in your annual fee, and here's what requires additional billing."
Client transitions
Some clients aren't a good fit. If you've decided to part ways, doing so in June gives them time to find a new accountant before next season. It's professional and avoids the awkwardness of turning them away in February.
Process changes
If you're implementing new systems (client portals, document submission processes, payment methods), introduce them now. Training in the off-season is easier than forcing adoption under deadline pressure.
Systems for consistent engagement
Communication calendar
Create a year-round communication calendar:
| Month | Communication |
|---|---|
| January | Season kickoff, document reminder |
| May | Season wrap-up, thank you |
| June | Mid-year review offer, referral ask |
| September | Year-end planning reminder |
| November | Year-end deadline, RRSP reminder |
| December | Holiday greeting, upcoming season preview |
CRM for follow-up
Client relationship management doesn't require expensive software. At minimum, track:
- Last communication date
- Promised follow-ups
- Life events (retirement, business sale, family changes)
- Services discussed but not yet engaged
Automated touchpoints
Some communication can be automated without feeling impersonal:
- Birthday emails (simple but appreciated)
- Work anniversary acknowledgments for business clients
- Deadline reminders (instalments, filing deadlines)
- NOA receipt notifications
Systems create capacity
The time you spend on manual data entry during tax season is time you can't spend on client relationships. Resolved handles the data work so you can focus on advisory. See how.