Your Trusted Partner

Ethics and Excellence in Accounting

What Clients Want from
The Ethical Accountant

1.

Strategic and
Forward-Looking Business Advisory

Clients in Australia are increasingly looking beyond tax returns and compliance. They want accountants who can help them grow their business and make informed decisions.

These services shift the accountant’s role from reactive to proactive—becoming a genuine business partner.

Common advisory services in demand include:

Strategic business planning – personalised strategies for sustainable growth
Financial forecasting – helping clients plan for the future with data-backed insights
Performance reviews – regular check-ins to improve efficiency and profitability
Cash flow and profitability advice – ensuring businesses stay financially healthy
Expansion and scaling guidance – advice on how to grow responsibly

2. Strong
Ethical Standards
and Integrity

Clients place a high value on ethics and transparency.

Demonstrating ethical conduct reinforces trust and professionalism, particularly in a regulated environment like Australia.

They want to know their accountant will:

Comply with professional codes – such as APES 110 (Code of Ethics for Professional Accountants)
Communicate openly and honestly – including full disclosure of any potential conflicts
Uphold ethical onboarding – using ‘ethical letters’ when taking on new clients to ensure integrity from the start

3. Empathy and Personalised Service

Australian business owners, particularly in small to medium enterprises (SMEs), value accountants who truly understand their business and challenges.

This human connection is often what sets an ethical, values-driven practice apart.

They expect:

Active listening – accountants who take time to understand them
Tailored advice – not generic answers, but solutions that match their specific goals
Ongoing relationship – regular communication, not just during tax time

4. Transparent and Fair Pricing

Clients want clear and upfront communication about fees.

Transparent pricing demonstrates respect and fairness, which resonates strongly with Australian small business culture.

Key expectations include:

No hidden surprises – all fees explained clearly at the start
Value-based pricing – charging based on outcomes and results, not just time
Flexible options – such as packages, retainers, or monthly advisory models

5. Proactive Communication and Responsiveness

Clients want to feel like they’re in good hands.

Good communication reduces stress and builds long-term client loyalty.

This means:

Regular updates – clients don’t want to chase their accountant for news or outcomes
Accessibility – being available and approachable when they need help
Clear language – avoiding complex jargon and explaining things in plain English

6. Commitment to Continuous Improvement

Clients value practices that are committed to staying ahead of the curve.

This shows a willingness to grow alongside your clients—a hallmark of a progressive and ethical practice.

This includes:

Ongoing professional development – staying up to date with regulations, tech, and best practice
Adopting modern tools – like cloud accounting platforms (e.g. Xero, MYOB) to streamline processes
Welcoming feedback – actively seeking client opinions and improving based on their needs

If you would like to know more about me please connect with me.

Meet Niki Cotter

Qualified Professional

CPA

Tax Agent

Business Services Accountant

My Story

Ethics at the Core

Welcome to The Ethical Accountant, where ethics and growth come together. I am dedicated to integrity and honesty, ensuring that ethical practices are at the forefront of all my services. My expertise goes beyond traditional accounting; I also specialise in computer and IT infrastructures and customisation, and I specialise in Xero and its integrations.

By leveraging my extensive knowledge and combining this with my network partners and affiliates who also have extensive experience, The Ethical Accountant can manage, monitor, promote and optimise your business for future growth and success.

In today’s fast-paced business world, having a trusted partner for your business is more crucial than ever. At The Ethical Accountant, I believe that success is built on a foundation of transparency and integrity.

Providing you with support and education will inevitably put you and your business in a better position to make more informed decisions.

Navigate you through the complexities of tax and compliance while leveraging modern technology, including Xero, to streamline your financial operations. Provide you with cashflow and forecasting advisory services, combined with tax planning and considerations of succession planning - be better prepared for you and your financial success in the future.

My mission is to provide you with insights that drive growth and success, all while upholding the highest standards of ethical conduct.

Whether you’re a small business owner or an established enterprise, I understand the unique challenges you might face. Let me, partner with you, to optimise your financial management and help you achieve your business goals.

If you’re ready to elevate your ethical and financial strategy and work with a Trusted Partner who values integrity as much as you do, I invite you to contact me. Together, we can help create a sustainable financial future for you and your business.