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Turning MTD into an opportunity for growth
In the last chapter of our MTD guide, we’re exploring how MTD presents an opportunity for growth and share some marketing strategies to help you make the most of it.
MTD for Income Tax is more than just a compliance change. It’s a chance to highlight your value, strengthen client relationships and show that your practice is ready to support clients through digitalisation. If that’s not a great hook for attracting new clients and building loyalty, we don’t know what is!
Why is MTD an opportunity for growth?
Of the 5.5 million businesses in the UK, only around 2 million are currently using accounting software. And while 2.75 million will need to be MTD-compliant by April 2028, just 1.23 million have made the switch so far. That’s a staggering gap! But also a goldmine of potential.
HMRC has already started reaching out to affected businesses. As awareness builds, many business owners will begin looking for reliable advice and support - and accountants will be one of their first ports of call.
This creates an opening not only to support your current clients but also to reach new ones. Practices that take a proactive approach can turn MTD into a way to drive revenue, reduce costs, and ultimately grow their practice. Here are some of the ways to make the most of the opportunity:
Drive revenue
MTD presents an opportunity to generate new income streams and increase the lifetime value of your existing client base. For example, you could:
- Upsell complementary services. Introduce services like bookkeeping, cloud accounting system setup, VAT submissions, bespoke training and ongoing digital compliance support. Position these as essential components of a smooth MTD transition.
- Reframe your pricing model. MTD isn’t just about compliance; it’s a catalyst for better financial management. Adjust your pricing to reflect the increased value you’re providing. You could consider tiered service bundles to appeal to different business sizes, budgets, and MTD requirements.
- Increase your focus on advisory work. As compliance becomes more automated, your team can focus on delivering strategic advice - the kind clients are willing to pay more for.
“MTD for IT gives you the chance to say to clients, ‘We’ve completed your MTD submission - here’s a summary of your finances.’ That kind of proactive communication builds trust. These are the clients who stay with you - and recommend you to others.” - Andy Thomas, Abacus Jack
Reduce costs
MTD can also help improve the way you operate behind the scenes:
- Streamline processes with automation. Digital workflows mean fewer manual entries, less chasing, and smoother client communication.
- Serve more clients efficiently. With cloud tools and scalable systems in place, you can support more businesses without needing to increase headcount.
In combining these revenue and efficiency gains, MTD becomes a scalable, sustainable engine for practice growth.
“Instead of someone turning up after their year is finished… you’re building a quarter-by-quarter view. There’s more opportunity to be saying, ‘You’re having a good year - have you thought about contributing to a pension? Do you need new equipment?’ Clients can see you’re proactively reviewing their records and giving them unique recommendations.” - Stephen Frankin, Galloways
How to market your practice using MTD
So, you understand the opportunities for growth, but how can you capitalise on them? Here’s how to build a simple, focused marketing approach that positions your practice as ready and reliable.
Start with strategy
A clear strategy keeps your efforts on track and helps you focus on what matters most. Ask yourself:
- Who are you trying to reach?
- Do you want to grow your client base?
- How will you measure success?
With answers to these questions, you can focus your time and energy on the channels and messages that deliver the most value.
Make your website work harder
Whether you’re a solo accountant or part of a national firm, your website is often the first place prospective clients go to learn about your services. It doesn’t need to win awards, but it should be easy to navigate, clear and helpful.
A dedicated MTD for Income Tax page is a great starting point. Use it to explain what MTD means, who’s affected and how your team can help. This can also be a space to highlight your firm’s digital capabilities or software partnerships.
Don’t worry if you prefer not to share pricing upfront - not every firm does. But make sure clients can see the types of services you offer and how to get in touch. Add a clear call to action and consider including a free resource, such as an MTD checklist or guide, to give visitors something valuable right away.
Create content with real value
Educational content - whether it’s a blog post, a webinar or a short explainer video - is a smart way to build credibility and make complex topics like MTD feel more manageable.
Start by thinking about the questions your clients and prospects are likely asking. What do they need to know? What’s causing confusion or concern? These insights can guide the topics you cover. For example:
- What is MTD for Income Tax and who needs to comply?
- What records do I need to keep under MTD for Income Tax?
- How does MTD affect landlords and sole traders?
You don’t need to cover everything at once. Keep things simple and aim to be genuinely helpful. A short explainer can be just as useful as a longer guide, and both can have a place in your content plan.
If you’re working as part of a team, consider assigning topics to different colleagues or setting up a simple content calendar to stay consistent. AI tools can help you draft the basics - just give everything a human check before hitting publish. Make sure every piece of content has a clear next step, like getting in touch or signing up for your email updates.
Use social media where it counts
Whether you’re on your own, part of a small team or have a full marketing department, the trick is to focus your social media efforts where they’ll have the most impact.
LinkedIn is often the go-to for professionals, consultants and SMEs, while Facebook or Instagram might be more useful if you support sole traders. Share your MTD content, post updates and engage with followers to keep your firm top of mind. And if you have a bit of a budget, consider paid ads on LinkedIn for Facebook to boost your most important MTD messages, especially during key dates like the run-up to deadlines.
Reassure your existing clients
It’s easy to focus marketing efforts on attracting new business, but your existing client base is just as important. Many will be unsure or even anxious about the changes MTD brings - and your guidance can make a huge difference.
Use MTD as a reason to check in and show clients you’re ready to support them. Send short email updates, run educational webinars or host Q&A sessions to walk through the essentials.
The more confident they feel, the more likely they are to stay with you and recommend you to others!
