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MTD Isn’t Just for Accountants — It’s a Strategic CFO Priority

The countdown to Making Tax Digital for Income Tax (MTD ITSA) is officially on. While the mandatory start date of Apr 2026 might feel distant to some, the shift in accountant behaviour is already underway.

In fact, our Q1 2025 Audience Intelligence Report for Accountancy Age and The CFO shows that:

• 📈 MTD-focused content engagement is up 42% QoQ.

• ⏱️Peak interaction is between 1:00–3:00 PM on Mondays — classic decision-making hours.

• 📄Checklists, explainers, and frameworks outperform blogs by 1.9x.

• 👥Mid-sized firms and solo operators show highest click-to-open rates, signalling both urgency and intent.

These firms aren’t just browsing, they’re planning, benchmarking, and budgeting for what’s next.

Why This Matters for B2B Marketers

This isn’t just another compliance cycle. MTD is triggering a full-scale review of client comms, tech stacks, pricing models, and operational workflows. And firms aren’t waiting until 2026, they’re building their transition plans now.

That creates a rare window for solution providers in tax tech, client collaboration tools, workflow automation, and advisory support platforms.

But here’s the catch: this audience doesn’t want hype, they want help.

Positioning Your Campaign for Maximum Relevance

1️⃣ Lead with value, not fear

The market already knows MTD is coming. What they don’t know is how to approach it confidently, without disruption. Use your content to offer clarity, planning frameworks, and decision support.

2️⃣ Segment your messaging by firm size and maturity

• Mid-market firms are looking for scalable integrations and client education tools

• Sole practitioners and small firms need ready-made workflows, pricing support, and automation guidance

• Larger networks are exploring embedded advisory models and rollout timelines

3️⃣ Use editorial trust to boost performance

Campaigns delivered via Accountancy Age consistently outperform brand-owned comms. In Q1, MTD-related assets published on our platform achieved:

• ✅ 2.3x higher CTR than the same content delivered via email alone

• ✅ 28% average open rates among senior accountancy professionals

• ✅ Increased brand recall when tied to advisory-style storytelling and checklists

4️⃣ Activate at the right time

MTD-focused campaigns perform best on:

• ✅ Best performance window: Mondays (1–3PM GMT)

• ✅ Devices: 85% desktop usage, indicating active professional browsing

• ✅ Formats: Checklists > Explainers > Toolkits > OpinionContent

The Bottom Line

MTD isn’t just another compliance deadline — it’s a catalyst for transformation. Firms are rethinking operations, tech stacks, and service models right now. If your solution supports digitisation, client engagement, or compliance delivery, this is your moment to lead — not follow.

The brands that win will be the ones who show up early, provide clarity, and align with the real challenges firms face. Don’t wait for 2026. The buying window is already open.

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