“Financial Reporting for Entrepreneurs”, 6th Edition
One of two Romanian entrepreneurs is turning to diversification as their main business growth strategy for the coming years, while redirecting budgets toward marketing, according to the sixth edition of the “Financial Reporting for Entrepreneurs” study conducted by Trusted Advisor Strategy & Finance. At the same time, 60% of respondents consider tax optimization and personalized consultancy top priorities for 2026.
Romanian companies are experiencing a period of major fiscal and operational transformation, driven by inflation, legislative changes, and the need for greater efficiency. Digitalization and real-time data integration have become essential success factors for the future.
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“This year’s study shows entrepreneurs’ growing concern with generating more business, ideally using the same resources, to offset tax increases and preserve the value of invested funds. We estimate that 2026 will be challenging for entrepreneurs without reserves, capitalization, or cash. We share their caution regarding real growth forecasts,” explains Ioana Arsenie, Founder of Trusted Advisor Strategy & Finance and financial strategist.
Accuracy and Financial Consultancy Take Center Stage
The study highlights a growing demand among Romanian entrepreneurs for accuracy in financial data and high-quality accounting services. They increasingly recognize the importance of correct information and the analytical skills of financial professionals.
Interactions with tax authorities have risen by 40%, while many entrepreneurs are willing to pay more for superior-quality services. There is also greater awareness of the pressures faced by accountants, who must manage an intense compliance environment amid extensive audits targeting small and medium-sized enterprises.
In this context, 60% of entrepreneurs prioritize tax optimization and personalized consultancy, while 40% focus on digitalization and real-time financial integration.
Marketing Becomes the New Growth Driver for 2026
Diversification has become the key theme of the study. Business owners aim to strengthen cash flow — a top priority for 19% of respondents — followed by net profitability growth (13%).
Trusted Advisor consultants note a clear shift: 39% of respondents see diversification as a top priority for 2026, compared with 26% last year.
“Entrepreneurs aim to increase added value, especially in the services sector, to preserve margins and profitability,” the report states.
Another significant trend is the growing investment in marketing. 36% of entrepreneurs plan to allocate larger budgets to marketing activities in 2026, up from 22% the previous year. For the first time, the study shows that marketing budgets are growing faster than salaries.
Consultants from Trusted Advisor explain this shift as a real need to multiply funds through automated mechanisms and focus on sales and development. Although wage pressure remains high across the economy, digitalization and process optimization allow companies to maintain efficiency without prioritizing salary increases in administrative roles.
A Nationwide Study Focused on SMEs
The current edition of the “Financial Reporting for Entrepreneurs” study was conducted between August and October 2025 on a sample of 350 Romanian entrepreneurial companies with annual revenues ranging from €100,000 to €10 million. Respondents came from Bucharest-Ilfov, Transylvania, Muntenia, and Moldova, representing industries such as agribusiness, automotive, e-commerce, healthcare, manufacturing, retail, software, and transport.
The findings reveal that strategic financial organization and the role of the financial-accounting department directly influence revenue and profitability. Companies that invest in digital tools and tailored consultancy manage to stay competitive despite economic and fiscal challenges.
About Ioana Arsenie and Trusted Advisor Strategy & Finance
Ioana Arsenie is a business strategist and founder of Trusted Advisor Strategy & Finance. Since 2015, she has provided integrated financial strategy and accounting services for SMEs, bringing top-level expertise to the entrepreneurial sector.
She is the author of numerous studies and analyses focused on Romanian SMEs and has developed two digital products designed to enhance company performance. One of them, Trusted App, digitalizes financial reporting and budgeting for small and medium-sized enterprises.
Ioana Arsenie is also the founder of the “From Accountant to CFO” program, dedicated to financial-accounting professionals and entrepreneurs seeking deeper understanding of financial mechanisms.
More information about her work and the company can be found at trustedadvisor.ro.
Photo: freepik.com
