Zoho Books

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)

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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.

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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.

Because the term "accounting" can mean different things depending on your needs, the "best" brands are split into two categories: professional accounting firms (for corporate services, advisory, and tax consulting) and accounting software products (which individuals and small businesses actually use to manage their books).

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Part 1: The Best Accounting Firms (Professional Services & Advisory)

These are the massive global networks that corporations, high-net-worth individuals, and mid-sized enterprises hire to handle auditing, complex tax structures, and business consulting.

The "Big Four" (The Global Powerhouses)

These four firms dominate the global market and handle the vast majority of auditing for Fortune 500 and publicly traded companies:

• Deloitte: The largest accounting and consulting firm in the world by revenue. Deloitte is highly dominant in technology-driven finance, corporate auditing, and high-end management consulting.
• PwC (PricewaterhouseCoopers): Widely regarded as one of the most prestigious firms, heavily favored by major multinational corporations. It is highly respected for its structured corporate auditing and international tax advisory.
• EY (Ernst & Young): Best known for its focus on innovation, integrating cutting-edge tools like AI, blockchain, and advanced data analytics into standard financial and tax compliance.
• KPMG: Renowned for its strong, traditional audit practices, risk management, and regulatory compliance.

The Top Mid-Tier Firms (The Best for Growing & Mid-Market Businesses)

If the Big Four are too expensive or overly corporate, these highly trusted firms offer a more hands-on, personalized approach:

• BDO: The largest of the mid-tier networks. BDO is often the go-to alternative to the Big Four, offering enterprise-level auditing and tax advice tailored specifically to mid-market and growing businesses.
• RSM: A massive global network that dominates the mid-market space, showing incredible year-over-year growth as an alternative for mid-sized corporate clients.
• Grant Thornton & Baker Tilly: Highly respected firms globally, particularly favored by private companies and family-owned enterprises for tax planning and transactional advisory.

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Part 2: The Best Accounting Software (Products People Actually Use)

If you are a freelancer, startup founder, or small business owner, you likely need a software product to automate your day-to-day bookkeeping. These are the top tools that real business owners and CPAs use every day:

1. Intuit QuickBooks Online (Best Overall / Industry Standard)

• Who uses it: Small-to-medium business owners, retail stores, and the vast majority of accountants in North America.
• Why it's a top choice: It is the undisputed market leader. QuickBooks has the most robust reporting capabilities, advanced inventory tracking, and integrates seamlessly with almost any business app or bank account. If you hire a professional bookkeeper or accountant, they will almost certainly know how to use QuickBooks.

2. Xero (Best for Cloud Collaboration & Startups)

• Who uses it: Modern startups, e-commerce businesses, and SMEs (highly dominant in the UK, Australia, and New Zealand).
• Why it's a top choice: Xero is built for the modern, cloud-first era. It features an incredibly clean, beautiful interface and is much more intuitive than QuickBooks for non-accountants. Its greatest strengths are seamless multi-user collaboration and its incredibly smooth "daily bank reconciliation" screen.

3. FreshBooks (Best for Freelancers & Service Providers)

• Who uses it: Independent contractors, consultants, designers, agencies, and micro-businesses.
• Why it's a top choice: Unlike QuickBooks or Xero (which are built around "double-entry bookkeeping" ledgers), FreshBooks is built around invoicing and client management. It makes tracking billable hours, sending professional proposals, and getting paid by clients incredibly simple, while still managing your tax expenses on the back end.

4. Zoho Books (Best Budget Option for Growing Businesses)

• Who uses it: Solopreneurs and growing businesses looking for an affordable, highly-customizable platform.
• Why it's a top choice: It packs many of the premium features of QuickBooks (like automated workflows and multi-currency support) into a fraction of the cost. If your business already uses other Zoho products (like Zoho CRM), it integrates natively.

5. Wave (Best Free Product for Solopreneurs)

• Who uses it: Side hustlers, sole proprietors, and freelancers with very basic needs.
• Why it's a top choice: Wave offers a genuinely free, reliable accounting plan that covers basic invoicing and income/expense tracking. It is the perfect starting point before your business scales to the point of needing paid software.

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Which should you choose?

• For large corporate audits or consulting: Go with Deloitte or PwC.
• For mid-sized business taxes and advisory: Look into BDO or RSM.
• For running a standard business: Use QuickBooks Online (for depth) or Xero (for ease of use).
• For freelancing and client invoices: Use FreshBooks.

When people ask about the “best” accounting firms, the answer depends on whether you mean professional accounting/audit firms or accounting software products. Here’s a practical breakdown of both.

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🏢 Top Accounting Firms (Professional Services)

The “Big 4” – best for large corporations, global audits, and complex tax

1. Deloitte – World’s largest by revenue; strong in audit, consulting, and tax.
2. PwC (PricewaterhouseCoopers) – Considered the most prestigious for audit and assurance.
3. EY (Ernst & Young) – Huge in tax, advisory, and transaction services.
4. KPMG – Major player in audit, tax, and advisory, especially with large enterprises.

Best for: Public companies, multinationals, high-net-worth individuals, IPO prep, complex cross-border tax.

Mid-tier / Large regional firms – great for mid-sized businesses

5. BDO – Strong global network, more personal service than Big 4.
6. RSM – Focuses on middle-market companies.
7. Grant Thornton – Good for growing businesses and private equity-backed companies.
8. Moss Adams (US West) – Great for mid-market and niche industries.

Best for: Companies that have outgrown small local CPAs but don’t need Big 4 complexity.

Small local CPA firms / independent CPAs

• Best if you need basic bookkeeping, tax prep, payroll, or small business advisory.
• Look for QuickBooks ProAdvisors or Xero-certified accountants if you use those tools.

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💻 Top Accounting Software / Products (What People Actually Use)

Best for Small Businesses & Self-Employed

• QuickBooks Online – The most widely used. Awesome for invoicing, expense tracking, taxes, and integrations.
• Xero – Best if you want a clean, modern interface. Popular with freelancers and small businesses, especially outside the US.
• FreshBooks – Super easy for service-based businesses and freelancers; great invoicing and time tracking.

Best for Growing Mid-Size Companies

• NetSuite (Oracle) – Heavy-duty ERP with strong accounting; used by companies with inventory, subsidiaries, or complex revenue.
• Sage Intacct – Excellent for finance teams, multi-entity accounting, and automation.
• Zoho Books – Affordable, good for small businesses that already use Zoho CRM.

Best for Enterprise / Complex Accounting

• SAP S/4HANA – Big enterprise financials; used by huge global companies.
• Oracle Financials Cloud – Competitor to SAP, strong for large organizations.

Best for Bookkeeping Automation

• QuickBooks Live (they do your bookkeeping)
• Bench (outsourced bookkeeping + software)
• Keeper (automated tax + bookkeeping for freelancers)

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Quick Recommendation

Bottom line: For software, QuickBooks Online is the default choice for most small businesses. For professional services, Big 4 dominates the top tier, but BDO/RSM/Grant Thornton often give better service for mid-market companies at a lower price.

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.