Whether it’s the opportunity to provide higher value services or gain the benefits of a long-term professional relationship, it’s not difficult to understand what tax advisors are looking for in high-income clients. What high-income clients are looking for in a tax advisor, however, is a little more complicated.

To gain a clearer picture of what high-income individuals are looking for in 2025, Harness conducted a survey of 100 U.S. citizens, each of whom earns over $150,000 annually and spends an average of $1,820 a year on tax services. The results paint a picture of client expectations that have shifted far beyond the desire for basic tax compliance.

In this article, we’ll explore our survey findings, the key factors that are shaping high-income client relationships, and how Harness can help tax advisors cater to the demands of a more affluent client base.

Table of Contents

Key takeaways

Trust is the key concern

Technology may be changing the accounting arena in any number of ways, however, the human factor still reigns supreme. A striking 73% of high-income clients place trust at the top of their priority list when choosing a tax advisor, with nearly all respondents—93%—listing it their top three concerns.

What’s particularly revealing is that trust outweighs traditionally valued attributes like specialized credentials or competitive pricing. It seems that, in general, individuals looking for high-income tax planning are only comfortable sharing sensitive financial information once they’ve developed confidence in both the professional expertise and personal integrity of an advisor.

While competence and credentials matter, of course, creating an environment where high-income clients feel their financial life is in trusted hands is most definitely the way forward for tax advisors. From a practical perspective, this means consistent communication, transparency in processes, and an advisor’s ability to explain complex ideas in easy-to-understand terms.

Bridging the technology satisfaction gap

A stark reality from our survey is that while clients may trust their tax advisors’ expertise, they appear far less impressed with their technological capabilities. Just 49% would enthusiastically recommend their advisor based on technology offerings.

In the candid feedback section of our survey, nearly a quarter of respondents mentioned technology improvements as their primary suggestion to their tax advisor. Rather than casual observations, these comments conveyed a more fervent desire to see modernization from clients who note a major disconnect between their tax professional’s expertise and their technological capabilities.

Perhaps more concerning is the cybersecurity confidence deficit. With 46% of clients feeling uncertain about their advisor’s security measures, this represents a clear concern that can easily damage a potential professional relationship.

Improving communication to minimize client friction

Two-thirds of our high-income respondents ranked communication efficiency among their top three selection criteria, with 8% considering it their primary concern.

The survey comments read like a wish list for better communication. Multiple respondents specifically called for 24-hour response guarantees—a clear indication that the traditional “we’ll get back to you” approach is no longer a meaningful way to do business.

As financial priorities shift, clients increasingly expect their tax advisors to operate like modern service providers. They want proactive updates about document requirements, approaching deadlines, and current status—not reactive responses to their inquiries. This shift mirrors broader changes in professional services, where instant updates, transparent processes, and convenient access have become the norm.

Document management and its challenges

What’s especially relevant in our survey is the widespread dissatisfaction with traditional document collection methods. Clients are growing weary of outdated document submission and handling processes, suggesting that modernizing this aspect could yield major improvements in satisfaction levels.

Email has certainly overstayed its welcome as a document-sharing solution. Survey participants expressed mounting frustration with the limitations and security risks of email-based document exchange, strongly advocating for secure, dedicated file transfer systems.

In place of scattered email attachments, high-income clients overwhelmingly prefer centralized online document vaults and portals. More than just offering convenience, these digital repositories represent a fundamental shift in how clients expect to interact with their tax professionals. While client portals may have once been considered a premium offering, they’re now a baseline expectation, particularly among affluent clients who manage most of their financial affairs digitally.

Security concerns again cast a long shadow over document management methods. With data breaches making headlines with alarming frequency, clients with complex financial situations are particularly attuned to the risks of inadequate document security.

A willingness to pay for improved technology

When presented with technology that could cut information-gathering time in half, 70% of clients showed readiness to pay higher fees. In addition to this, 87% of clients would readily pay more for technology that delivers insights that resulted in tax savings, with 14% willing to pay premiums exceeding 21%—a clear indicator of where the real value lies in clients’ minds.

For tax practices, these findings offer a new perspective on technology investment. Rather than viewing modern systems as an operational upheaval or cost center, our data suggests they can serve as powerful revenue drivers. Rather than merely tolerating technology-driven price increases, clients are actively seeking them.

In the hands of forward-thinking tax professionals, this willingness to pay for technology-enabled services opens up substantial new avenues for practice growth and value delivery.

How high-income clients find their tax advisors

Once again, the human factor dominates. Digital marketing may be the modern business norm, however, word of mouth is still the most powerful influencer in tax advisor selection, with 53% of high-income clients discovering their tax professional through family or friend referrals.

Professional networks are also playing an increasingly key role, particularly in the high-end market. Financial advisor referrals account for a quarter of all connections, with this number nearly doubling to 45% among clients spending over $2,000 annually—matching the power of personal referrals.

Digital marketing’s limited impact is particularly revealing. Despite substantial investments in online presence, only 11% of affluent clients found their tax advisor through the internet. This should serve as a sobering reminder that digital visibility alone will not capture the high-income market.

Preparing for the next wave of client expectations with AI

When it comes to AI’s role in tax preparation, our survey respondents simultaneously view it as both a threat to traditional tax services, and an opportunity for improved value delivery. One respondent noted that, “With AI in the future, advisors will need to continue showing their value proposition against AI’s ability to file taxes.”

It’s a duality that reflects the broader transformation occurring in professional services. While AI is unlikely to offer the comprehensive insights and advice that high-income earners need (at least, not any time soon), the future will belong to tax professionals who use AI as a complement to their expertise.

Leading tax advisors are already charting this course, using AI to handle routine tasks. This allows them to create more space for the strategic thinking, personalized advice, and customized high-income tax planning that truly justify premium fees.

Modernize your tax practice with client-centric technology from Harness

Trust may be the governing issue when high-income earners assess a tax advisor, however, a practice’s ability to use technology to streamline communication, improve document sharing, and deliver effective data security is an integral part of the trust equation.

At Harness, we offer the kind of secure and efficient tax-oriented technology that our survey respondents have been so vocal about. Our platform’s Client Portal, for instance, addresses the persistent and evidently irritating challenge of back-and-forth communication through sophisticated features like personalized open items lists, automatic document tagging, and smart reminders.

Behind the scenes, our AI-powered data extraction capabilities transform the traditional manual data entry process. Automatically importing information into tax software, our platform streamlines the tax process, allowing advisors to spend more time on high-income tax planning.

With our dedicated concierge service handling routine questions, administrative tasks, and making sure clients receive the prompt attention they expect, Harness helps tax practices create an environment tailored to the demands of high-income individuals. Explore Harness and discover how we can help win you more high-net-worth clients.

Disclaimer:

Tax related products and services provided through Harness Tax LLC. Harness Tax LLC is affiliated with Harness Wealth Advisers LLC, collectively referred to as “Harness Wealth”. Harness Wealth Advisers LLC is a paid promoter, internet registered investment adviser. Registration does not imply a certain level of skill or training. This article should not be considered tax or legal advice and is provided for informational purposes only. Please consult a tax and/or legal professional for advice specific to your individual circumstances. This article is a product of Harness Tax LLC.

Content was prepared by a third-party provider and not the adviser. Content should not be regarded as a complete analysis of the subjects discussed. Although we believe the content is reliable, it is not guaranteed as to accuracy and does not purport to be complete nor is it intended to be the primary basis for financial or tax decisions.