When you scan the latest headlines, it can be challenging to find optimism on the horizon. But that’s not the whole story — especially when it comes for expectations around the economy.
We surveyed over 500 business owners, accountants, bookkeepers, and financial professionals, and found that a remarkable 81% of Canadian businesses anticipate economic stability or improvement in 2025.
In preparation for this optimistic outlook, 60% of respondents are already planning to expand their use of fintech tools to eliminate manual processes and allocate resources toward growth strategies.
Canadian business leaders are not scaling back—they’re spending strategically. Their top four investment priorities outline a clear vision for growth. As you strategize for 2025, make sure you understand where your peers and competitors are channeling their investments and how you can keep up with these trends.
Here’s where they’re focusing their efforts (and where you can, too): 
1) Increasing marketing to attract and retain customers (32%)
Businesses are allocating more resources to digital marketing, leveraging tools, platforms, and channels that not only draw in new customers but also deepen connections with existing ones. By integrating marketing and financial data, companies are exploring innovative ways to drive revenue and identify customer needs proactively.
If you don’t provide your accountant with the required information, you not only waste time going back and forth — and rack up billable hours — you also miss out on strategic guidance your accountant could be providing.
2) Expanding teams to meet projected demand (29%)
To meet rising demand, Canadian businesses are hiring new talent, broadening service offerings, and extending operational hours. Upskilling current employees is also a priority, enabling teams to deliver specialized services, expert advice, and premium solutions.
3) Banking on new equipment as a growth lever (22%)
From technology upgrades to new infrastructure like kitchen appliances, vehicles, or warehouse spaces, businesses are using equipment investments to enhance efficiency and scale operations. These updates allow organizations to better serve customers, improve profitability, and seize emerging opportunities.
4) Going all in on growth-driving technology (49%)
Why is technology the single largest investment pick? Not only does it improve day-to-day operations, but it gives businesses time to focus on their other leading priorities. Increased technology investment also creates significant, sustainable operational efficiency. Businesses looking to improve and grow are seeking solutions that deliver immediate ROI, and 60% reported being likely to implement platforms that consolidate multiple features and functions.
In the survey, accountants highlighted tools for payment processing as two of the top three most valuable solutions in their clients’ tech stacks. These technologies not only reduce manual work but also enable leaders to dedicate more time to strategic initiatives. Plus, implementing them isn’t time-intensive or disruptive.
Automation is increasingly popular, with businesses leveraging AI to manage tasks like expense tracking, report generation, payment processing, and transaction reconciliation. By automating such time-intensive processes, companies free up valuable resources and reduce errors.
A smart starting point: Automating AP and AR
AP/AR automation delivers immediate benefits, transforming financial processes by eliminating data entry errors, improving cash flow management, and strengthening vendor and customer relationships.
As Sean Freedman, President of Freightzy, shares: “Making manual payments made it hard for us to track and reconcile our payments… I now have clarity on cash flow, which has allowed us to make more informed decisions for the business.”
In fact, 60% of Canadian businesses plan to increase their use of fintech in 2025. Among these, 77% aim to adopt real-time payments, while 53% are moving away from traditional methods like checks in favor of digital solutions.
Digitizing payment processes offers:
- Fastest time to value, with results in days, not months
- Minimal disruption to existing processes
- Immediate cost and time savings
- Creates a foundation for other automation initiatives
- A proven path to success
Canadian businesses are optimistic about the future and are actively positioning themselves for growth by investing in talent, technology, and infrastructure. Don’t risk falling behind. Try Plooto’s comprehensive AP and AR automation free for 30 days to free up time and energy for innovation and expansion.
