CLA

Assuming you’re in the U.S. and want “brands people actually use,” I’d split this into accounting firms to hire and accounting software/products.

Best accounting firms to hire

My practical shortlist:

• Enterprise/public-company level: Deloitte, PwC, EY, KPMG
• Growing business / mid-market: RSM, BDO, Baker Tilly, Grant Thornton, Forvis Mazars, CLA
• Small business: local CPA firm + QuickBooks/Xero expertise

Best accounting software/products people actually use

If your priority is finding accountants who can actually support your software, QuickBooks is the safest pick in the U.S.: one 2026 scan of 27,281 U.S. accounting-firm websites found that among firms naming at least one platform, 81.6% named QuickBooks, compared with 8.2% for Xero. (accountingnearyou.com) QuickBooks also had the largest July 2026 U.S. paid-search click share among payroll/accounting software brands in Adthena’s dataset. (adthena.com)

My recommendation

For most small businesses:

1. Use QuickBooks Online unless you already have a strong reason to choose Xero.
2. Add Gusto for payroll if you want a modern, easy payroll product.
3. Hire a local CPA/bookkeeping firm that specializes in your industry and supports QuickBooks.
4. If you’re bigger or scaling fast, evaluate Sage Intacct or NetSuite and consider a national firm like RSM, BDO, Baker Tilly, Grant Thornton, Forvis Mazars, or CLA.

If you tell me whether this is for personal taxes, a small business, a startup, real estate, ecommerce, nonprofit, or a larger company, I can narrow this to the best 3–5 options.

The "best" accounting firms or products depend heavily on your business size, needs (e.g., audit/tax for large companies vs. bookkeeping/invoicing for small ones), location, and budget. Large enterprises typically use Big Four or major mid-tier firms, while small businesses and individuals often rely on popular cloud software or local/regional CPAs.

Here are the top recommendations based on revenue/staff rankings, prestige, client usage patterns, and independent reviews (as of 2025–2026 data). These reflect firms and products that handle the most clients or generate the highest adoption.

Top Accounting Firms (Professional Services)

These are ranked by factors like U.S./global revenue, professional staff, audit market share, and prestige/client satisfaction. The Big Four dominate for large/public companies due to their scale, global reach, and SEC audit work (they handle the majority of public company audits).

• Deloitte — Often the largest by U.S. revenue (~$33 billion recently) and staff. Strong in audit, tax, consulting, and advisory. Top choice for major corporations.
• PwC (PricewaterhouseCoopers) — Frequently ranks #1 or #2 in prestige and overall Vault rankings for working there; leads in some audit fee shares. Excellent for large multinationals.
• EY (Ernst & Young) — Close competitor to the above; strong in audit/tax and growing in advisory. High client volume among public companies.
• KPMG — Consistent Big Four player with solid rankings in prestige and revenue; often competitive in specific sectors like financial services.

Mid-tier and notable others (widely used by mid-sized companies):

• RSM US, BDO USA, Grant Thornton, Baker Tilly, Plante Moran, CBIZ, CohnReznick, and Forvis Mazars/CLA. These frequently appear in Top 100 lists and offer strong regional/national presence with good work-life or specialization advantages.

For smaller businesses or individuals: Local or regional CPA firms (thousands exist; search via state CPA societies or referrals) or chains like H&R Block for tax prep. These handle everyday tax, bookkeeping, and advisory without Big Four overhead.

Vault prestige/overall rankings (for context on reputation and employee/client views) often place PwC, EY, and KPMG at the top, followed by firms like Plante Moran.

Top Accounting Software/Products (Most Widely Used by Individuals & Small/Mid-Sized Businesses)

Software is what "people actually use" daily for bookkeeping, invoicing, and compliance—far more accessible than hiring a full firm. QuickBooks leads by a wide margin due to its ecosystem, integrations, and familiarity.

• Intuit QuickBooks Online — Best overall and most popular for most small-to-mid businesses. Handles products/services, strong reporting, payroll, and accountant tools. Editors' Choice in many reviews.
• Xero — Strong runner-up, especially for unlimited users, global/multi-currency needs, and clean interfaces. Popular alternative with good mobile apps.
• FreshBooks — Top for service-based businesses, freelancers, and invoicing ease. User-friendly with strong client billing features.
• Wave — Best free/basic option for microbusinesses or simple needs (invoicing, receipts, basic accounting).
• Others worth noting: Sage Intacct (mid-market/multi-entity), Zoho Books (budget-friendly with good features), and NetSuite (larger/enterprise scale).

Tax-specific popular products: TurboTax (Intuit) or H&R Block software/online services for individuals/self-employed.

Quick Tips for Choosing

• Large/public companies → Big Four or top mid-tier for audits/complex needs.
• Small businesses/freelancers → QuickBooks Online or similar software first; add a local CPA as needed.
• "Best" factors — Look at revenue growth, client satisfaction, specialization (e.g., industry focus), and pricing. Always check current reviews, get referrals, and consider fit over brand name.
• Rankings shift slightly yearly due to mergers, revenue, and surveys—Big Four and QuickBooks remain consistently dominant in usage.

For personalized advice, consult a CPA or review sites like Accounting Today or PCMag for the latest details.