Key Digital Drivers for Business Growth in 2025

By Steve Paul, Deputy CFO Equals Money 

As businesses face increasing pressure to adapt and thrive in a rapidly evolving digital landscape, here’s what research of 400 financial leaders commissioned by Equals Money reveals will be the key drivers of business growth in 2025, and how you can embrace them.

1. Investing in Financial Automation

Automation continues to redefine the way businesses operate. From expense management to reconciliation, financial automation has become essential for businesses looking for efficiency savings and productivity gains, where even the smallest margins can make a big difference to overall profitability.

AI and automation excel at following repeatable rules, such as comparing one number to another for reconciliation. By automating routine processes, businesses can save hours of valuable time, reduce human error, cut costs, and free up resources for more strategic tasks that deliver greater value to the organisation.

Despite the potential gains to be made through automation and its widespread adoption – with 77% of financial leaders actively adopting or experimenting with AI – 55% don’t use budgeting and forecasting software, while 26% admit to still relying on manual tracking methods. Research also reveals that, on average, UK employees spend 65 minutes per day on automatable tasks, equating to an incredible 38 days a year.

Encouragingly, 81% of financial leaders plan to upgrade their financial tools in 2025. With the volume of financial data that needs to be accurately managed only likely to increase, the sooner that businesses fully automate, the sooner they will reap the benefits.

2. Balancing Digital Transformation with Business Operations

Digital transformation offers immense opportunities but it’s crucial for financial leaders to balance innovation with operational stability to ensure businesses remain resilient and can continue delivering front-end services.

Our research found that worries over security (48%), doubts over accuracy (41%) and lack of understanding (36%) were cited as top barriers to businesses adopting AI technology.

Overhauling systems without disrupting daily operations requires careful planning and execution. Any transformation project should enhance, not jeopardise, the business. The goal is to create a seamless integration of new technologies that supports the business’s current needs while paving the way for future growth.

Leaders must prioritise projects that align with their broader strategic goals, ensuring that upgrades are both impactful and sustainable, and understand and manage the risks involved.

That means knowing your business inside-out and ensuring it has strong foundations to begin with. Digital transformation will enhance what’s already there – it won’t build it for you, and it doesn’t replace the need for stringent regulatory oversight. Develop a strong rationale for what you need and why and begin with the minimum requirements, implementing changes in phased rollouts with regular reviews.

3. Harnessing Real-Time Analytics for Decision-Making

While some businesses prematurely embark on transformation projects, others are slow to adopt new technologies and give away a potential competitive edge. Our research revealed 70% of financial leaders delayed or cancelled planned investment in 2024 due to Budget uncertainty. But investing in the right digital tools gives businesses far greater visibility and clarity, enabling them to navigate uncertainty and make more informed decisions.

The ability to make informed decisions in real time is increasing the competitive gap between early digital adopters and digital laggards. Real-time analytics not only provides a clearer picture of financial performance but also enables faster responses to market changes and customer demands.

Access to up-to-date insights, such as spending patterns, transforms how businesses operate. With real-time analytics, financial leaders can make smarter, more agile decisions, whether it’s optimising cash flow, navigating regulatory changes, or responding to economic shifts.

Leveraging these insights allows businesses to stay ahead of competitors and better serve their customers, creating a solid foundation for long-term success.

4. Shifting AI Use from Task Automation to Strategic Insight

Artificial intelligence has already proven its value in automating routine tasks, with 46% of businesses claiming it has freed up employee capacity by reducing or eliminating certain tasks.

But the potential of AI extends far beyond time-saving measures. AI is evolving from being a productivity tool to a strategic partner. When used effectively, tools such as predictive financial analytics enables finance teams to investigate emerging market trends and generate strategic insights that allow them to be proactive, rather than just reacting to changes.

This is where we can expect to see a big leap in AI adoption. The fear of AI is that millions of jobs will be replaced, and our research revealed 39% feel some jobs are at risk of being made redundant. But the promise of AI is that more jobs will be created and many of these will be specialists who know how to use AI to drive strategic insights.

With technology continuing to develop at an exponential rate, businesses that are slow to adopt risk falling further behind. By embracing automation, managing transformation projects, leveraging real-time insights, and unlocking AI’s strategic potential, financial leaders can position their business for success in 2025 and beyond.

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