Entrepreneurship is a course that rarely goes in a straight line. Complexity, speed and unpredictability force entrepreneurs to be agile. How do you stay afloat in these turbulent times? CEO Jurka Vanthournout shares her vision of tomorrow's challenges and opportunities.
What challenges and opportunities do you see for entrepreneurs in 2026?
Jurka: “2026 will be another year in which entrepreneurs balance between uncertainty and opportunities. The world is spinning faster than ever. Geopolitical tensions, such as trade tariffs and international conflicts, continue to impact our economy. Add to that the technological disruption caused by AI and digitization to it, and you can understand why many business owners ask, ‘How do I keep up with all this?’”
“You used to be able to write out a strategy for ten years. Today that is unthinkable. Reality changes too quickly. You have to flexible be, making adjustments along the way while keeping your end goal in focus. That requires not only visionbut also resilience."
"The biggest challenges? Complexity and unpredictability. Legislation, taxation, technology: everything is evolving at the same time. But there are also opportunities. Those who dare to anticipate and surround themselves with the right expertise can move faster and gain competitive advantage. Entrepreneurs who stick to old recipes fall behind.”
What role does an accountant play in that story?
“More than ever, an accountant is an resting point in turbulent times. Entrepreneurs need someone who not only understands numbers, but also the context in which they do business. Our pro accountants & experts know our clients” businesses as well as feeling how society is evolving."
"Our role goes beyond accountancy: we are companion, confidant, sparring partner. We help make choices in an increasingly complex landscape. Think tax optimization and digital transformation, but also strategic decisions.”
“An entrepreneur does not have to do everything alone. We are there to to think along, to work out scenarios, to manage risks. That gives peace of mind. And that peace of mind is worth its weight in gold in times of change.”
How are digital changes affecting your industry?
“Digitalization is no longer future music, it is a reality. Peppol, AI, automation ... they are changing the way we work. But I don't believe in replacing humans. Technology is an extension, not a replacement. There will always be a need for human relationships, for trust.”
“Our skillset is changing, though. Flexibility and willingness to learn become crucial soft skills. The same is true for entrepreneurs, by the way: those who don't adapt will miss the boat.”
“AI can speed up processes, but it cannot show empathy. It cannot understand context the way a human does. That's why the human factor remains essential. Entrepreneurs want someone who listens, which thinking along, giving them reassures. No algorithm can do that.”
How will accounting and consulting evolve in the coming years?
“The cliché image of the classic accountant is disappearing. More and more we are moving toward hybrid teams: Technology does the repetitive work, while people focus on advice, strategy and guidance. The role of expert is becoming even more important, especially in a complex political and fiscal landscape.”
“Accountancy is becoming even more proactive. We help entrepreneurs look ahead, work out scenarios and manage risks. And above all, we remain that confidant who brings peace in a world full of change.”
“I believe the future is all about partnerships. Entrepreneurs do not want a supplier of figures, they want a partner who helps them grow. That's our ambition: not just to think with them, but to do business with them.”
“The human relationship remains crucial in this. Entrepreneurs want someone who understands them, who knows their story. At Titeca we therefore invest not only in digital tools, but also in people. Because ultimately, trust is the basis of any collaboration.”
Finally, what message do you give entrepreneurs for 2026?
“2026 and beyond require agility, vision and partnership. Entrepreneurs who are surrounded by the appropriate partners and embrace change, go into the future with confidence. Titeca pro accountants & experts is a guide, a sounding board, a resting point. Also in turbulent times."