The relationship between businesses and their accountants has fundamentally shifted. What started as a compliance-driven partnership has evolved into something far more strategic. Accountants today don’t just process numbers; they’re becoming the financial architects of business growth. With embedded finance expected to grow at 19.5% annually through 2029 in the UK, accountants are uniquely positioned to claim their stake as Advisor-Lenders in this expanding market. 

The Foundation: Trust Advantage That Banks Can’t Replicate

When SMEs face funding challenges, they rarely turn to the bank first. They pick up the phone to call their accountant. This is the result of years of relationship building and financial intimacy that traditional lenders can’t match. Accountants can help SMEs navigate financial constraints by advising on cash flow management and alternative funding options, positioning themselves as the natural bridge between business and capital. 

The role of accountants has been slowly changing over the years, and 2025 really cemented the idea that accountants now sit in a more advisory role within their organisations. Accountants already possess visibility into their client’s financial health, from cash flow patterns to growth opportunities. They know which businesses are creditworthy before the businesses themselves realise they need funding. This privileged position creates the perfect foundation for the Advisor-Lender transformation. 

How Accountants Can Leverage Embedded Finance

Accountants used to flag funding issues but leave clients to go through the lending process themselves, a long and arduous journey. Embedded finance changes this by putting lending services into accounting systems and advisory workflows. 

In practice, this means an accountant reviewing quarterly results can immediately present financing options tailored to a client’s situation. Rather than handing off the problem, the accountant becomes the enabler of the solution. 

How Embedded Finance Transforms Accountant Services in Practice

Embedded finance involves integrating financial services directly into non-financial platforms like accounting software. For accountants, this technology bridges the gap between identifying problems and delivering solutions. Rather than referring clients to external lenders and losing control of the narrative, accountants can now facilitate immediate access to funding within their existing service framework. 

Let’s consider a mid-sized manufacturing company approaching it’s accountant during routine quarterly planning. The accountant’s analysis reveals that seasonal inventory buildup will create a temporary cash flow squeeze in six weeks of time. Rather than simply advising the client to “explore funding options”, the accountant can immediately present tailored financing solutions through integrated lending platforms. 

For example, SaaS companies like Pulse have already created an intuitive Unified Lending Interface (ULI framework), with powerful solutions that automate the entire lending journey from the point of application to post-disbursement follow-ups. Pulse’s Loan Origination System (LOS) streamlines credit assessment and approval, allowing accountants to send applications to multiple lenders simultaneously. Once funding is secured, a Loan Management System (LMS) keeps the lifecycle efficient by automating repayment tracking, compliance, and monitoring, giving accountants and clients full visibility. Complementing this, Einstein aiDEAL, an AI-powered automated underwriting system, processes over 95% of deals in under a minute and delivers instant underwriting decisions. 

This integration delivers five transformative advantages: 

• expanded service offerings that move beyond compliance towards enabling easy access to finance;

• seamless integration and real-time advice powered by live financial data;

• reduced friction through automated applications and underwriting;

• enhanced transparency through aggregated financial data for accurate risk assessments; and

• revenue diversification that creates new income streams while strengthening core advisory relationships. 

This seamless integration enables accountants to maintain control of the client relationship while delivering comprehensive financial solutions. The client receives expert guidance combined with immediate access to capital. Meanwhile, lenders gain pre-qualified opportunities backed by trusted relationships and rich financial data. Contact us to learn more.

The Market Momentum Behind the Shift

The momentum is clear. The SME Finance Taskforce is accelerating funding for 5.5 million SMEs, acknowledging that traditional lending is too slow. Challenger banks already provide 60% of annual SME lending, proving the appetite for innovation. Meanwhile, Open Banking adoption in the UK surpassed 10 million active users in July 2024, laying the groundwork for embedded finance to slip naturally into accounting workflows. 

Crucially, accountants themselves are already moving towards automation and API based solutions. A recent study by Thomson Reuters highlights the same. 

The Future Is Already Here

The convergence of accountant expertise, client trust, and embedded finance technology isn’t a future possibility. It’s a current reality waiting to be seized. The opportunity is clear. Accountants who embrace embedded finance are not simply processing the past; they are shaping their clients’ financial futures. By claiming their place as Advisor-Lenders, accountants can redefine their profession. They can diversify their revenue streams, deepen client trust, and position themselves as a strategic partner in the digital age.