This technology shift must be carefully balanced with ways to drive
greater engagement with consumers. Although newer resources
such as virtual video calls drive huge efficiency gains and make tax
professionals more accessible, it also weakens the consumer
relationship that in-person meetings create.
Looking at digital tax preparation services, Quantcast broke out consumers who file online with a tax software verses file with an online tax pro . Not surprisingly, those that spent more money by working with a tax professional were older and more established, but both groups were well educated and affluent, showing that tax services and tools are less leveraged by the average American.