Microsoft Dynamics 365 Business Central

If you mean accounting firms to hire and/or accounting software people actually use, here are the safest “top brand” picks.

Best accounting firms / CPA brands

1. Deloitte

Best for: large companies, complex tax, audit, advisory, consulting, global operations.
Deloitte is the biggest of the Big Four by global revenue, reporting US$70.5B FY2025 revenue. (deloitte.com)

2. PwC

Best for: public-company audit, tax, deals, risk, consulting, global compliance.
PwC reported US$56.9B FY2025 global revenue, keeping it one of the dominant global accounting networks. (pwc.ro)

3. EY

Best for: tax, audit, transactions, consulting, international businesses.
EY announced US$53.2B FY2025 global revenue. (ey.com)

4. KPMG

Best for: audit, tax, regulatory, financial services, enterprise advisory.
KPMG reported FY2025 global revenue growth of 5.1%, with FY25 covering October 1, 2024 through September 30, 2025. (kpmg.com)

5. RSM US

Best for: middle-market companies that want strong service without Big Four pricing.
Inside Public Accounting’s 2025 U.S. ranking lists RSM US LLP as the largest non–Big Four U.S. CPA firm by net revenue, at about $4.03B. (insidepublicaccounting.com)

6. Baker Tilly

Best for: mid-market audit/tax/advisory, private companies, regional-to-national service.
In the 2025 IPA ranking, Baker Tilly is shown near the top of U.S. non–Big Four firms, with about $3.36B in net revenue. (uploads4.craft.co)

7. BDO USA

Best for: private companies, international tax, audit, nonprofit, real estate, middle market.
IPA’s 2025 list places BDO USA among the largest U.S. firms, with about $2.89B in net revenue. (insidepublicaccounting.com)

8. Grant Thornton

Best for: audit, tax, advisory, PE-backed/mid-market businesses.
IPA’s 2025 ranking lists Grant Thornton among the top U.S. firms, with about $2.37B in net revenue. (insidepublicaccounting.com)

9. FORVIS Mazars

Best for: healthcare, financial services, private companies, tax, audit, advisory.
IPA’s 2025 ranking places FORVIS Mazars in the top 10 U.S. CPA firms by net revenue. (uploads4.craft.co)

10. CLA / Crowe / Plante Moran

Best for: strong regional or industry-specialized service, especially if you want a large firm but not Big Four scale.
These firms consistently appear among major U.S. CPA firm rankings, with CLA and Crowe listed among the largest firms in IPA’s 2025 Top 500. (uploads4.craft.co)

Best accounting software people actually use

1. QuickBooks Online

Best for: most U.S. small businesses.
If you want the default choice that most bookkeepers, CPAs, and small-business owners already know, pick QuickBooks Online. Intuit’s FY2025 filing shows QuickBooks Online Accounting revenue of $4.12B, up from $3.38B the prior year, and Intuit said growth came from higher prices, customer growth, and product mix. (sec.gov)

2. Xero

Best for: startups, service businesses, teams needing cleaner collaboration, non-U.S. businesses, and users who dislike QuickBooks.
Xero is one of the strongest QuickBooks alternatives, especially in Australia, New Zealand, the UK, and increasingly North America. Xero’s FY2026 investor materials say it has 4.9 million customers globally. (xero.com)

3. FreshBooks

Best for: freelancers, consultants, agencies, and service businesses that care most about invoices, time tracking, and simple bookkeeping.
FreshBooks is generally easier for non-accountants than full accounting systems, but it is less ideal for inventory-heavy or more complex businesses. G2’s 2026 accounting software roundup includes FreshBooks alongside QuickBooks, Xero, NetSuite, Sage Intacct, and other widely reviewed platforms. (learn.g2.com)

4. Wave

Best for: very small businesses, side hustles, freelancers, and people who want low-cost basic bookkeeping.
Wave is a practical budget pick: its accounting product supports double-entry accounting and has free/low-cost plans, though it is not as robust as QuickBooks or Xero for growing companies. (waveapps.com)

5. Zoho Books

Best for: small businesses already using Zoho CRM, Zoho Invoice, or the broader Zoho suite.
Zoho Books is a good value alternative to QuickBooks/Xero, especially if you want accounting tightly connected to CRM, billing, projects, and operations.

6. Sage Intacct

Best for: growing companies that have outgrown QuickBooks/Xero and need better multi-entity, approvals, reporting, and controls.
G2’s 2026 accounting software coverage includes Sage Intacct among major accounting systems evaluated from real user feedback. (learn.g2.com)

7. NetSuite

Best for: larger SMBs, SaaS companies, ecommerce, manufacturing, multi-entity, international businesses, or companies needing ERP.
NetSuite is not “simple bookkeeping”; it is a full ERP/accounting platform. G2 lists NetSuite among heavily reviewed accounting and finance products, with thousands of user reviews. (g2.com)

8. Microsoft Dynamics 365 Business Central

Best for: companies already standardized on Microsoft, especially those needing ERP, inventory, purchasing, and financial reporting.
It is a good step up from QuickBooks when accounting becomes part of broader operations.

My quick recommendation

• Hiring a firm for a public company / global enterprise: Deloitte, PwC, EY, or KPMG.
• Hiring a firm for a mid-sized private company: RSM, BDO, Baker Tilly, Grant Thornton, FORVIS Mazars, CLA, Crowe, or Plante Moran.
• Small business accounting software in the U.S.: QuickBooks Online.
• Best QuickBooks alternative: Xero.
• Best for freelancers/consultants: FreshBooks.
• Best cheap/simple option: Wave.
• Best for companies outgrowing SMB accounting: Sage Intacct, NetSuite, or Dynamics 365 Business Central.

The “best” accounting firms depend on context—size of the client (large enterprise vs. small business), services needed (audit, tax, advisory/consulting), prestige, or workplace quality—while the most-used products are accounting software brands that individuals and businesses rely on daily.

Top Accounting Firms by Size/Revenue

The clear leaders are the Big Four professional services networks, which dominate global and U.S. markets for audit, tax, consulting, and advisory work (especially for large corporations and public companies). Approximate recent global revenues (FY around 2025):

1. Deloitte — ~$70.5 billion (largest overall; strong in consulting and advisory).
2. PwC (PricewaterhouseCoopers) — ~$56.9 billion.
3. EY (Ernst & Young) — ~$53.2 billion.
4. KPMG — ~$39.8 billion.

These firms have hundreds of thousands of employees worldwide and work with the majority of Fortune 500/Global 500 companies. U.S. net revenue rankings (e.g., IPA Top 500 for recent years) show a similar order at the top, with Deloitte leading by a wide margin, followed by PwC, EY, and KPMG.

Next tier (mid-market/global networks, often better suited or more cost-effective for mid-sized companies):

• BDO
• RSM
• Grant Thornton
• Crowe
• Baker Tilly
• Forvis Mazars
• CLA (CliftonLarsonAllen)
• CBIZ
• Others frequently ranking high in the U.S.: Plante Moran, EisnerAmper/Citrin Cooperman, CohnReznick, Eide Bailly, Withum, Wipfli.

Rankings shift slightly year-to-year with mergers, organic growth, and focus areas (e.g., IPA U.S. rankings put RSM, Baker Tilly, and BDO high after the Big Four).

Prestige and Best Places to Work

• Prestige (Vault surveys of professionals): PwC frequently ranks #1, followed closely by Deloitte, EY, and KPMG. Mid-tier firms like Grant Thornton, BDO, RSM, Baker Tilly, and Crowe also rank highly.
• Best to work for (Vault Accounting rankings, based on employee surveys for culture, compensation, work-life balance, training, etc.): PwC has topped overall lists for many consecutive years (e.g., #1 for 2027), followed by EY and KPMG. Strong non-Big Four performers include Plante Moran, BDO, Baker Tilly, CohnReznick, and others.

Practical notes on firms people actually use:

• Large public companies and multinationals almost always use Big Four (or major mid-tier) for statutory audits and complex work due to expertise, global reach, and regulatory acceptance.
• Mid-sized businesses often prefer mid-tier or strong regional firms for more personalized service and better value.
• Small businesses, startups, freelancers, and individuals typically use local CPA firms, independent accountants, or bookkeeping services rather than Big Four (which are overkill and expensive for most). Many also handle basics themselves with software and consult a CPA seasonally for taxes.
• “Best” is highly situational—look at industry specialization (e.g., some firms excel in healthcare, tech, construction, nonprofits), location, specific expertise (tax strategy, M&A, ESG, tech/digital transformation), fees, and chemistry. Check recent client reviews, peer recommendations, and firm websites for niches.

Top Accounting Software/Products People Actually Use

Most small-to-medium businesses and individuals rely on software rather than (or in addition to) full-service firms. Market leaders by popularity and share:

• QuickBooks (Intuit, especially QuickBooks Online) — The dominant choice for small businesses in the U.S. and widely used globally. It holds a very large market share (estimates often 30%+ overall in tracked data, and far higher—60%+ in some small-business contexts). Features include invoicing, expense tracking, payroll, banking integrations, reporting, and accountant collaboration. Highly recommended as a starting point; accountants are very familiar with it.
• Xero — Strong cloud-based alternative, popular for its clean interface, unlimited users in higher plans, strong inventory/bank feeds, and international appeal. Excellent for growing small businesses.
• FreshBooks — Frequently praised for service-based businesses, freelancers, and easy invoicing/time-tracking. User-friendly.
• Wave — Popular free (or freemium) option for micro-businesses and very small operations needing basics like invoicing and simple bookkeeping.
• Zoho Books — Strong free/low-cost tier for micro-businesses; integrates well with other Zoho tools.
• Others widely used: Sage (various products, strong in certain segments), Oracle NetSuite (mid-market/ERP-level cloud accounting), and for larger/enterprise: SAP, Oracle Financials, Microsoft Dynamics.

Editors’/reviewer favorites often include QuickBooks Online (overall/versatile), FreshBooks (service businesses), Wave (basics/free), and Xero or Zoho for specific needs or value. Cloud-based tools dominate due to accessibility, automation, AI features (e.g., anomaly detection, bank reconciliation), and integrations.

Many firms and bookkeepers build practices around these tools (especially QuickBooks and Xero ecosystems). For very simple needs, spreadsheets or free tools suffice initially; as complexity grows, dedicated software + a professional is standard.

Recommendations Summary

• Large enterprise/complex needs/audit: Big Four (Deloitte, PwC, EY, KPMG)—choose based on relationship, industry expertise, or specific practice strengths. PwC often edges prestige/work rankings; Deloitte leads pure size/consulting scale.
• Mid-market: BDO, RSM, Grant Thornton, Baker Tilly, CLA, Crowe, Forvis Mazars, or strong regionals like Plante Moran.
• Small business/individual: Local reputable CPA or bookkeeper + software like QuickBooks Online (most common/people actually use it), Xero, or FreshBooks. Get referrals and compare a few.
• DIY/starting out: QuickBooks or a free option like Wave/Zoho; graduate to a pro for taxes/compliance.

Always verify current rankings (they update annually via Accounting Today, IPA, Vault, etc.), check for conflicts/independence (especially audits), and match to your specific situation, budget, and location. “Best” is what delivers accurate, timely, compliant results with good communication for your needs.