The Email Is the Last Step
The fee increase email gets all the attention. Firm owners agonize over the subject line, the wording, the timing. They want it to land well and not cost them a client they have had for years.
That is understandable, but the email is not actually where the risk lives. The risk lives in the months before the email, in what the client has or has not heard from the firm leading up to it. A fee increase sent to a client who feels well looked-after lands completely differently than one sent to a client who has not heard much from the firm all year.
The email is the last step. Everything before it is the real work.
Why Fee Increase Conversations Feel Risky
The fear behind a fee increase is almost always the same: the client will push back, feel surprised, or find someone cheaper. That fear is real, but it is worth understanding when it plays out and why.
When a fee increase feels like a surprise to a client, it is almost always because the value being delivered was never made visible. The client has been receiving good work without knowing what it includes, what it protects them from, or what it would cost to replace. The number goes up and they have no frame of reference for why. From where they are sitting, nothing changed except the invoice.
Closing the gap before the conversation happens is what determines whether the email lands well or kicks off a problem.
Know Which Clients to Approach First
Not every client needs the same conversation. Treating them all the same is one of the most common ways fee increases go sideways. Before any outreach, segment the client roster into groups. A useful starting point is three categories.
These engagements have a meaningful gap between what is being charged and what the work is actually worth. These clients need to be repriced, and the conversation should happen proactively before the season starts.
A client who came on as a simple W-2 filer and now has a business, a rental property, and planning questions is not the same client they were when the engagement was priced. The complexity changed. The fee should reflect that. The conversation here is not really a fee increase, it is a scope update, and that framing makes it easier for everyone.
These are clients who already trust the firm, who have expressed interest in more help, or whose situations clearly warrant advisory work beyond what they are currently enrolled in. The conversation here is not about raising a fee at all. It is about presenting an upgrade.
Knowing which group a client falls into before reaching out shapes everything about how the conversation goes.
Build the Case Before the Conversation
The most effective thing a firm can do to make a fee increase land well is communicate value consistently before anyone mentions money. This does not require an elaborate process. It requires a handful of intentional touchpoints throughout the year that keep the firm visible and signal that it is paying attention.
- A note after tax season summarizing what was handled and what to watch for.
- A proactive message in the fall about a year-end planning opportunity.
- A quick check-in when a change in tax law affects a specific client’s situation.
- A brief recap after any advisory work is delivered, noting what was addressed and the outcome.
Each of these touches does two things. It keeps the firm relevant outside of filing season, and it builds a record in the client’s mind of all the ways the engagement has been active and present. By the time a fee conversation comes up, the client has already been reminded multiple times of what the relationship is worth. The increase does not arrive as a surprise. It arrives as the natural next step.
Present Options, Not a Number
When the time comes to have the conversation, how the fee increase gets framed matters as much as the number itself. The most effective approach is presenting two or three updated engagement options rather than announcing a new rate. One option might look similar to what the client has now with a modest adjustment. Another might reflect expanded services. A third might be a full advisory engagement for clients whose situations warrant it.
Options change the dynamic entirely. A client told their fee is going up is being asked to accept something. A client shown three options and asked which one fits best is being invited to make a decision. Those two experiences feel completely different, and the second converts at a significantly higher rate.
A clear recommendation matters too. After presenting the options, name which one makes the most sense based on what is known about that client. That recommendation is what makes the conversation feel like guidance rather than a sales pitch. It signals the options were built for them specifically, not pulled from a template.
What the Fee Increase Email Actually Needs to Do
Once the relationship work is in place and the options are structured, the email itself does not need to carry much weight. It needs to do three things.
A brief reference to something real about the client’s situation signals this message was written for them. That specificity alone separates it from a form letter.
No jargon. A note about which option is recommended and why. The options should feel like they were built around that client, not assigned from a spreadsheet.
An invitation to book a short call or reply with questions. The call is where objections get handled and where the relationship gets reinforced. Without it, the email is just a document the client either accepts or does not.
What to Do When a Client Pushes Back
Even with strong groundwork, some clients will push back. That is not a failure. It is a conversation. The most productive response is not to defend the fee or immediately offer a discount. It is to ask what specifically feels off. Is it the amount? Is it that they are not clear on what changed? Is there something going on in their business that makes the timing difficult?
Often, pushback is about confusion rather than genuine unwillingness to pay. A client who understands exactly what they are getting and why it is priced the way it is will almost always accept a reasonable adjustment. A client who feels like the number just changed without explanation will resist even a modest one.
In some cases, pushback reveals that the client and the firm have grown in different directions. That is useful information. Not every client relationship is meant to continue indefinitely, and a fee conversation can surface a mismatch that has been quietly building for years. Losing a client who was never going to accept a fair fee is not a failure. It is the practice making room for better ones.
Segment the roster, build the case all year, present options instead of a number, and treat pushback as a conversation. The email becomes the easy part because the relationship already did the work.
Frequently Asked Questions About Fee Increase Emails
How do I raise fees without losing accounting clients?
The key is what happens before the email, not what the email says. Communicate value consistently throughout the year so clients already understand what they are getting. Segment clients before reaching out so each conversation is tailored. Present two or three updated engagement options rather than a single new number. Clients who choose their own engagement level are far less likely to push back.
What should a fee increase email to accounting clients include?
A fee increase email should acknowledge the relationship with something specific to that client, not a generic opener. It should present updated engagement options with a clear recommendation. And it should invite the client to book a short call or reply with questions. The email opens the conversation. The call is where it gets resolved.
Why do clients push back on fee increases?
Almost always because the value being delivered was never made visible. When a number goes up and a client has no context for why, the increase feels arbitrary. Pushback is usually about confusion, not genuine unwillingness to pay. A client who understands exactly what they are getting and why it is priced that way will almost always accept a reasonable adjustment.
When is the best time to send a fee increase email?
Before the busy season, typically in January, when clients are already expecting to hear from the firm about the coming year. But timing matters less than preparation. A fee increase sent after a year of consistent value communication will land better at any time of year than one sent without groundwork.
Will Hamilton is the Founder of SmartPath.co. Over the last 16 years, SmartPath has helped thousands of tax professionals improve their pricing so they can focus on work they actually enjoy.
