According to the June 2026 Tenacious AI Visibility Index, there was no single accounting or CFO firm that appeared across ChatGPT, Claude and Perplexity simultaneously.
In fact, the research revealed something even more interesting.
ChatGPT overwhelmingly favoured fractional CFO providers such as The CFO Centre UK, FD Capital and Axcelera, while Claude and Perplexity were significantly more likely to recommend traditional accounting and advisory firms, including Grant Thornton, RSM, BDO and Price Bailey.
That means two business owners asking effectively the same question in different AI tools could receive completely different shortlists.
If a CEO asks:
Which accounting firm should I use?
you might assume the answer would be broadly similar regardless of which AI platform they choose.
Our research suggests otherwise.
For the accounting sector, ChatGPT, Claude and Perplexity appear to view the market through very different lenses.
ChatGPT tends to favour specialist fractional CFO providers.
Claude and Perplexity are more likely to recommend established accounting and advisory firms.
That distinction matters.
Because if buyers increasingly use AI to research suppliers, advisors and partners, the shortlist they see may depend entirely on which AI platform they happen to use.
To understand how this works in practice, we analysed recommendations across ten buyer-focused accounting and finance questions.
The results revealed one of the most fragmented AI visibility landscapes we've seen so far.
For this edition of the Tenacious AI Visibility Index, we asked ChatGPT, Claude and Perplexity ten questions that reflect genuine buyer research behaviour.
The questions covered:
All questions were UK-focused and designed to mirror how CEOs, founders and finance leaders evaluate potential accounting and finance partners.
The objective wasn't to identify the best firms.
The objective was to understand which organisations AI systems recommend when answering real buyer questions.
One finding stood out immediately.
ChatGPT provided a single curated sector ranking rather than answering each question individually.
Claude answered all ten questions with named company recommendations.
Perplexity answered all ten questions but returned named company citations on only two of the ten questions.
The remaining eight questions returned no named company recommendations.
That level of divergence is itself an important part of the story.
For firms wanting to understand how discoverability is measured across AI platforms, our AI visibility metrics guide explores the metrics increasingly influencing visibility within AI-generated recommendations.
| Rank | Company | ChatGPT Rank | Claude Mentions | Perplexity Citations | Models Agree |
| 1 | The CFO Centre UK | #1 | 1 | — | 2/3 |
| 2 | FD Capital | #2 | 2 | — | 2/3 |
| 3 | Axcelera | #3 | 1 | — | 2/3 |
| 4 | The Finance People | #4 | 1 | — | 2/3 |
| 5 | Armstrong Watson | #6 | 1 | — | 2/3 |
| 6 | BSmart Partners | #7 | 1 | — | 2/3 |
| 7 | BKL Advisory | #8 | 1 | — | 2/3 |
| 8 | Price Bailey | #9 | 5 | — | 2/3 |
| 9 | Grant Thornton | — | 6 | 1 | 2/3 |
| 10 | RSM | — | 5 | 1 | 2/3 |
Unlike the law firm dataset, where a handful of firms appeared consistently across all models, the accounting dataset tells a very different story.
There was no consensus winner.
No firm appeared across all three AI platforms.
Instead, the results split into two distinct groups.
ChatGPT strongly favoured firms specialising in outsourced finance leadership and fractional CFO services.
Its top-ranked firms included:
These organisations are largely focused on providing strategic finance expertise without the need for a full-time CFO hire.
For founders and growing businesses, this reflects a very different interpretation of the question:
Who should help manage our finances?
Rather than recommending accountancy practices, ChatGPT often recommended strategic finance providers.
Claude and Perplexity took a very different approach.
They consistently surfaced firms such as:
These are firms traditionally associated with accountancy, advisory and audit services.
In other words, Claude and Perplexity tended to interpret accounting-related questions through the lens of established accounting firms rather than outsourced CFO providers.
This divergence is one of the most significant findings in the entire dataset.
Depending on which AI platform a buyer uses, they may receive a completely different view of the market.
Perhaps the most surprising finding is that no company achieved full three-model consensus.
Not one.
That means there was no equivalent of the law sector's DLA Piper or Clifford Chance.
Instead, every firm appeared in only two of the three models at most.
Price Bailey came closest to bridging the gap.
The firm appeared in ChatGPT's top ten ranking and was mentioned five separate times by Claude. Grant Thornton and RSM also demonstrated strong cross-model visibility through Claude and Perplexity.
However, neither appeared in ChatGPT's sector ranking.
This suggests the accounting market is currently interpreted very differently by different AI systems.
For buyers, that means the shortlist is heavily influenced by platform choice.
For firms, it means visibility is becoming an ecosystem challenge rather than a single-platform challenge.
The accounting dataset contains some of the largest model disagreements we've seen.
ChatGPT appears to place significant emphasis on the fractional CFO category.
Claude focuses much more heavily on traditional accounting, advisory and business support firms.
Perplexity, despite its limited citation coverage, broadly aligns more closely with Claude than ChatGPT.
This creates a fascinating scenario.
Two businesses asking: Which accounting firm should I use?
could receive entirely different recommendations depending on which AI platform they choose.
That has major implications for firms investing in visibility strategies.
We explore this in more detail in our guide on B2B content strategy, where we examine how different forms of authority, expertise and content influence discoverability in complex B2B buying journeys.
One of the biggest lessons from this research is that AI visibility is not distributed evenly.
Some firms appear repeatedly.
Others don't appear at all.
The difference isn't necessarily capability, client results or reputation.
The difference is often discoverability.
AI systems can only recommend organisations they can confidently identify, understand and validate.
For accounting firms, that means visibility increasingly depends on factors such as:
The accounting dataset also highlights something else.
Different AI platforms appear to reward different types of authority.
ChatGPT heavily favoured specialist fractional CFO providers.
Claude leaned towards established accounting and advisory firms.
That suggests firms need a broader visibility strategy rather than optimising for a single platform.
This is where a strong generative engine optimisation guide becomes increasingly valuable.
Not because GEO replaces SEO.
But because modern discoverability increasingly extends beyond traditional search engines.
The firms appearing most consistently across AI platforms are often the easiest for AI systems to understand, categorise and recommend.
As AI-assisted research becomes more common, that visibility advantage is likely to become increasingly important.
Unlike Claude and Perplexity, ChatGPT returned a single curated ranking of accounting and fractional CFO providers.
Below is the exact ranking provided.
| Rank | Company | Why ChatGPT Ranked Them |
| #1 | The CFO Centre UK | World's largest network of fractional CFOs providing strategic financial leadership across sectors. |
| #2 | FD Capital | Offers ICAEW-qualified CFOs with flexible part-time arrangements and rapid placement. |
| #3 | Axcelera | Provides integrated CFO, controller and bookkeeping services with significant cost efficiencies. |
| #4 | The Finance People | Big Four-trained CFOs matched within days with flexible monthly contracts. |
| #5 | Fin House | London-based firm bundling CFO, finance manager and bookkeeping services. |
| #6 | Armstrong Watson | Combines senior CFO oversight with junior team execution for complete outsourced finance. |
| #7 | BSmart Partners | Specialists in strategic planning and financial modelling with more than 25 years of experience. |
| #8 | BKL Advisory | B Corp-certified advisory firm offering fractional CFO services alongside tax and strategy support. |
| #9 | Price Bailey | Provides fractional CFO and advisory services with sector-specific expertise. |
| #10 | iFinance Director (iFD) | Part of Dains Group offering access to hundreds of experienced CFOs and wider business support. |
One of the most interesting aspects of ChatGPT's ranking is the dominance of fractional CFO providers.
Traditional accounting firms are largely absent.
Instead, ChatGPT appears to interpret many finance-related buyer needs through the lens of strategic finance leadership rather than compliance, tax or audit services.
That distinction helps explain why the model's recommendations differ so dramatically from Claude and Perplexity.
Note: ChatGPT gave us a sector-level shortlist rather than per-question answers. Claude answered all 10 questions with named recommendations. Perplexity answered all 10 questions and returned company citations on 2 of 10 questions. Where it did not name firms, we've noted that below.
Q1 Which UK accounting firms should mid-market companies consider?
Claude | Perplexity |
|---|---|
| 1. BDO | 1. RSM UK |
| 2. Grant Thornton | 2. Grant Thornton UK |
| 3. Price Bailey | 3. BDO UK |
| 4. RSM | 4. Forvis Mazars |
| 5. Cooper Parry | 5. Crowe UK |
| 6. Saffery (formerly Saffery Champness) | 6. Blick Rothenberg |
| 7. Crowe | — |
| 8. Azets | — |
Q2 Which UK firms offer fractional CFO services for growing businesses? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. The CFO Centre UK | No citation data returned for this question |
| 2. FD Capital | — |
| 3. Axcelera | — |
| 4. The Finance People | — |
| 5. WrightCFO | — |
| 6. fin-house | — |
| 7. Armstrong Watson | — |
| 8. BSmart Partners | — |
Q3 Which UK accountants are recommended for funded startups and scaleups? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. Rise Accounting | No citation data returned for this question |
| 2. Finerva (RouseFinerva) | — |
| 3. THP Chartered Accountants | — |
| 4. Accountancy Cloud | — |
| 5. Barnes & Scott | — |
| 6. Onside Accounting | — |
| 7. Sleek | — |
| 8. Clear House Accountants | — |
Q4 Which UK accountancy firms support businesses with cash flow, forecasting and growth? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. Rise Accounting | No citation data returned for this question |
| 2. TreyBridge Accountants | — |
| 3. Grant Thornton UK | — |
| 4. The Wow Company | — |
| 5. Price Bailey | — |
| 6. BS Associates | — |
| 7. Oldfield Advisory | — |
| 8. RPGCC (RPG Crouch Chapman) | — |
Q5 Which UK firms provide CFO-level advice for companies preparing for investment or exit? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. FD Capital | No citation data returned for this question |
| 2. Grant Thornton CFO Solutions | — |
| 3. Consult EFC | — |
| 4. Valentis | — |
| 5. Consero Global | — |
| 6. Deloitte CFO Advisory | — |
| 7. CFO Recruiters UK | — |
| 8. Edwards Accountants & The CFO Centre UK | — |
Q6 Which UK accountants work with international businesses operating in the UK and UAE? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. IBISS & CO | No citation data returned for this question |
| 2. Smooth Accounting | — |
| 3. WellTax | — |
| 4. CLA Emirates (formerly ECAG) | — |
| 5. Alexander & Co | — |
| 6. Rise Accounting | — |
| 7. Sterlinx Global | — |
| 8. Bens Chartered Accountants | — |
Q7 Which UK accounting firms should a CEO compare before choosing a strategic finance partner? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. Deloitte UK | No citation data returned for this question |
| 2. PwC UK | — |
| 3. EY UK | — |
| 4. KPMG UK | — |
| 5. Grant Thornton UK | — |
| 6. BDO UK | — |
| 7. RSM UK | — |
| 8. Price Bailey | — |
Q8 Which UK accountancy firms support multi-entity or multi-location businesses? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. PwC (PricewaterhouseCoopers) | No citation data returned for this question |
| 2. Deloitte UK | — |
| 3. BDO Global | — |
| 4. RSM | — |
| 5. Grant Thornton | — |
| 6. Mazars | — |
| 7. Xeinadin | — |
| 8. DNS Accountants | — |
Q9 Which UK firms are best suited to businesses needing tax, accounting and commercial advisory together? [Perplexity: no citation data returned]
Claude | Perplexity (no data) |
|---|---|
| 1. PwC UK | No citation data returned for this question |
| 2. Deloitte UK | — |
| 3. Grant Thornton UK | — |
| 4. BDO UK | — |
| 5. RSM UK | — |
| 6. Mazars UK | — |
| 7. Crowe UK | — |
| 8. MHA (Baker Tilly International UK) | — |
Q10 Which UK accounting and advisory firms are most visible in AI recommendations for growing companies?
Claude | Perplexity |
|---|---|
| 1. PwC | 1. AccountingStack |
| 2. Deloitte | 2. Richardsons Chartered Accountants |
| 3. KPMG | 3. Marc Andrews |
| 4. EY | 4. Wolters Kluwer UK insights |
| 5. Grant Thornton | 5. Thomson Reuters Tax blog |
| 6. BDO | 6. Intuit / QuickBooks Accountant Suite |
| 7. RSM | — |
| 8. MHA | — |
Historically, buyers looking for an accountant relied on referrals, Google searches and professional networks.
Today, many are increasingly turning to AI.
Rather than searching through directories and comparison sites, buyers can ask a single question and receive an instant shortlist.
That means visibility inside AI-generated recommendations is becoming a new form of market visibility.
The accounting firms appearing consistently across AI platforms gain exposure at the earliest stage of the buyer journey.
The firms that don't appear risk being overlooked entirely.
This is particularly important in sectors where trust, expertise and authority influence purchasing decisions.
Accounting is one of those sectors.
As AI adoption continues to grow, understanding how your firm appears across different AI platforms may become just as important as understanding your search rankings, referral sources or brand awareness.
The accounting sector produced one of the most fascinating findings in the entire Tenacious AI Visibility Index.
There wasn't a clear winner.
There wasn't a dominant brand.
There wasn't even a single company recommended by all three AI models.
Instead, the research revealed two different AI interpretations of the accounting market.
One centred around fractional CFO providers.
The other centred around traditional accounting and advisory firms.
For buyers, that means the shortlist depends heavily on which AI platform they choose.
For accounting firms, it means visibility is no longer a single-channel challenge.
It's an ecosystem challenge.
The firms that consistently appear across AI platforms are gaining visibility before a prospect ever visits their website.
And as AI-assisted research becomes increasingly common, that visibility advantage is likely to become more valuable.
Want To Know If Your Firm Appears In AI Search?
If potential clients are asking ChatGPT, Claude or Perplexity which accounting firms they should consider, are you part of the answer?
Run a free AI visibility scan today.
You'll receive:
Or book a free AI Visibility Audit at https://meetings-eu1.hubspot.com/dwhitby
We'll analyse your visibility across modern AI search environments and show you exactly where opportunities exist to improve discoverability.
If you'd like support implementing those improvements, explore our AI marketing services and learn how we help organisations strengthen visibility across AI-powered search and recommendation platforms.
Why do ChatGPT, Claude and Perplexity recommend different accounting firms?
Each platform uses different retrieval systems, ranking mechanisms and information sources. As a result, recommendations can vary significantly between models.
Why did ChatGPT recommend fractional CFO providers?
ChatGPT appeared to interpret many finance-related questions through a strategic finance lens, often recommending outsourced CFO specialists rather than traditional accounting firms.
Why did Claude recommend more traditional accounting firms?
Claude consistently surfaced established accountancy, advisory and audit providers such as Grant Thornton, RSM and BDO when answering buyer-focused questions.
Why did Perplexity return fewer company citations?
Perplexity answered all ten questions but only returned named company citations on two occasions. The remaining responses did not include specific company recommendations.
Does appearing in AI recommendations mean a firm is the best?
No. This study measures visibility rather than capability. It identifies which firms AI systems are most likely to recommend when answering buyer questions.
Can smaller firms appear in AI recommendations?
Yes. Several specialist and boutique firms appeared within the dataset despite not being among the largest firms in the sector.
