Thriving in today’s financial landscape demands more than traditional, retrospective accounting. It calls for a proactive, value-driven approach - one that positions finance as a catalyst for growth rather than a back-office function.
Across businesses of all sizes, but particularly within small to medium-sized enterprises (SMEs), there is a clear trend away from roles that simply manage day-to-day finances. Instead, companies are prioritising the recruitment of strategic finance leaders who can add tangible value and drive growth.
In an economic climate defined by tight margins and heightened price sensitivity, this strategic oversight is critical. Finance professionals must wear multiple hats, identifying efficiencies, spotting trends, and unlocking opportunities. When every fraction of a percentage matters, being able to save 0.1% here, and 0.1% there, can make all the difference. This expertise comes from experience: guiding businesses through challenging periods and anticipating what’s next.
Tech, analysis, and partnership: The three priority skills
To meet the demand for strategic input, a new set of skills has become essential for finance professionals. While foundational accounting and finance knowledge remains important, the ability to leverage technology and partner with the wider business is what sets the best professionals apart.
Financial planning and analysis (FP&A) is a major growth area. Professionals with strong modelling and analysis skills are in high demand to help businesses forecast, plan, and make informed decisions. Additionally, technical proficiency is now a non-negotiable skill, specifically experience with data visualisation tools like Power BI.
As technology increasingly takes over transactional tasks like matching, batching, and coding, a strong grasp of automation and AI has become desirable. Finance leaders need an appetite for learning and implementing these tools and being able to demonstrate how they leverage technology to streamline processes, reduce errors, and free up time for strategic decision-making, will position them as indispensable drivers of growth.
We are also seeing the demand for strong business partners continuing to grow. These roles require excellent soft skills, enabling finance professionals to collaborate effectively across departments, provide commercial insights, and help drive performance. They act as the bridge between finance and operations, ensuring financial strategy is embedded in every part of the business.
The rise of the fractional finance leader
One of the most significant trends we have seen over the past year is the growing demand for fractional finance directors and CFOs. Businesses are increasingly bringing in interim experts for project-based work, transformation initiatives, or to gain specific expertise without the long-term cost of a full-time senior executive.
This model allows companies to access individuals with very specific and relevant skill sets for a particular stage in their journey. Whether it's navigating a funding round, managing a merger or acquisition, or implementing a new system, a fractional leader who has been through the journey before can provide immense value. This focus on specialised experience is more pronounced than ever, particularly at the senior level, and I expect this to continue over the coming years.
Navigating the new world of work
Workplace flexibility continues to dominate conversations, shaping how businesses attract and retain talent. While some employers are calling for a stronger return to the office to foster collaboration and culture, jobseekers remain firmly committed to hybrid and flexible working.
To secure the best people, it’s clear companies must offer an element of flexibility. In addition to being a key priority for professionals alongside salary, an employer's stance on flexibility is often seen as a reflection of the wider company culture and leadership mindset. A rigid, office-only policy can be a red flag for jobseekers, suggesting a lack of trust and a dated approach. In contrast, a business that embraces flexibility positions itself as a modern, empathetic employer that understands the importance of work-life balance.
Benefits that matter
While innovative benefits are not widespread, small, thoughtful perks can make a big difference to employee morale. Things like giving employees their birthday off are low-cost but high-impact gestures.
At the senior level, the priorities remain more traditional: a competitive pension, private healthcare, and meaningful bonus or share incentives. Across all levels, however, flexibility and hybrid work consistently rank near the top of the list of desired benefits.
To stand out in today's market, finance professionals should focus on becoming an expert in a specific area. Whether it's FP&A, systems implementation, mergers and acquisitions, or a particular industry, specialisation will make you a more valuable and sought-after applicant. Gaining proficiency in tools like Power BI and understanding AI and automation is also important. And lastly, strong communication and business partnering skills are essential. Focus on your ability to translate financial data into strategic narratives that non-finance colleagues can understand and act upon.
For more insights into the accountancy and finance labour market and for reliable salary benchmarks for the sector, download Reed's 2026 accountancy and finance salary guide here.
