On Wednesday 14th May, a few of us from the Mysoft team – Jamie Watts, Jamie Kirby, Arshia Farshi and Jake Baldwin – joined thousands of finance professionals at Accountex London 2025, hosted at the always-buzzing ExCeL Centre. The event, widely regarded as the UK’s leading accountancy and finance expo, brought together a rich mix of technology vendors, industry thought leaders, and professionals from across the finance ecosystem.
Sage's Standout Stand
Sage stood out with one of the most eye-catching and well-executed stands at the event. Their presence combined innovation with accessibility, offering a steady stream of live demos and product walk-throughs that kept the space buzzing throughout the day.
A real highlight was the series of thought leadership sessions from Sage’s senior team, covering topics like scaling finance functions, driving resilience through automation, and simplifying multi-entity consolidations. These weren’t just product pitches – they were future-focused conversations, providing genuine value for CFOs, FDs and finance leaders looking to navigate complexity with confidence.
aI and automation: moving beyond the buzz
As expected, AI was the headline theme across the floor – but this year felt different. The hype was replaced with something more grounded: action.
Sessions like “AI in Accounting: From Theory to Action” and “Beyond Bookkeeping – Building AI into Advisory Services” signalled a shift from potential to practice. AI is now being positioned not just as a helpful tool in the background, but as a strategic driver of finance transformation. Many vendors showcased tools powered by embedded machine learning – think predictive analytics, anomaly detection, fraud alerts, and even AI-generated reporting – all aimed at freeing up finance teams to deliver real insights, not just numbers.
aI and automation: moving beyond the buzz
Beyond AI, there was a clear sense of momentum in the broader digital finance ecosystem. From smart expense management to intuitive forecasting and compliance platforms, the variety of tools on offer showed just how fast the market is moving.
What really stood out was the emphasis on collaboration. More vendors are embracing APIs, partnerships and integrations – reflecting a wider move towards modular, flexible finance systems. The message is clear: tomorrow’s finance environment will be powered by connected, agile technology.
Wider Industry Representation: Insurance, FinTech and More
It wasn’t just accountancy firms and finance teams walking the floor. This year’s event drew a more diverse crowd than ever – from insurance, fintech, and broader financial services sectors – all keen to explore tech that can sharpen operations, keep them compliant, and help build stronger client experiences.
With rising regulatory pressure and unpredictable market shifts, these sectors are actively seeking scalable, future-ready finance systems. Their growing presence at events like Accountex shows just how vital tech has become in driving strategic growth.
Takeaways and reflections
Here are a few key reflections from our time at the event:
Finance is becoming more strategic: Finance teams are stepping into more forward-thinking roles – and the tech is being designed to support that evolution.
Data is powerful – but only if it’s clean and connected: Many sessions reinforced the need for a single version of the truth across systems.
End-user experience matters: Whether it’s cleaner interfaces or faster onboarding, vendors are investing more in usability and engagement.
Sustainability is edging in: ESG wasn’t the headline topic, but it’s clear that impact reporting and sustainability metrics are becoming a more embedded part of financial operations.
Accountex 2025 served as a great reminder of how fast finance tech is moving – and how much opportunity there is for businesses ready to embrace change.
For us at Mysoft, it was a brilliant chance to connect, learn, and re-energise our mission: to deliver finance systems that don’t just meet today’s needs but are built to evolve with the future of finance.
