From 2024 to 2025: What’s changed for CFOs?

If 2024 taught us anything, it’s that the role of the CFO is more demanding than ever. Between managing rising costs, navigating financial visibility issues, and debating the relevance of AI, finance leaders have had their hands full. But as we enter 2025, some things have shifted, while others remain all too familiar. 

Let’s break down the biggest changes (and a few stubborn remaining challenges) from last year to now, and their impact on the modern CFO, taken from The CFO’s Playbook for 2025, which is based on a survey of 3,000 finance professionals and decision-makers across Europe.

Optimism is up for CFOs, but challenges are still looming

In 2024, optimism was in short supply as businesses braced themselves against rising energy costs, inflation, and transportation struggles. Fast forward to 2025, and the outlook is a little brighter.

The CFO’s Playbook for 2025 found that 70% of UK businesses feel optimistic about their performance this year, with Spain and the Netherlands feeling even more confident at 74%.
But it’s not all smooth sailing. More than half of UK businesses (56%) still expect 2025 to be tougher than the last — a significant jump from last year when only 35% anticipated a more challenging year ahead.

So, what does this all mean? It seems that while the mood is lifting, CFOs can’t afford to relax just yet. This cautious optimism could mean there’s an overall stronger fighting spirit, but the financial battlefield remains just as challenging.

Financial visibility is a must, not a maybe

In 2024, financial visibility took a hit as many leaders often found themselves in the dark, with only 29% feeling they had a strong grasp of their company’s financial health, a steep drop from 45% in 2023.

However, as we settle into 2025, there’s a shift. Companies that have prioritised mission-critical work and moved away from manual processes are now 103% more likely to report strong financial visibility. The game-changer? Tools that deliver real-time insights, enabling faster, more informed decisions.
Having complete financial oversight is no longer a luxury, it’s a necessity. CFOs need tools that cut through the noise and provide instant access to the right data, giving them the clarity to navigate an increasingly complex landscape.

The shift from AI scepticism to adoption

Last year, artificial intelligence was the elephant in the boardroom, something everyone talked about but few were ready to embrace. Over a third of financial decision-makers (38%) didn’t think CFOs and finance teams needed to have a comprehensive understanding of it, and only 27% of businesses felt confident about bringing AI into their finance functions.
Fast forward to today, and we’re seeing a different story unfold. Now, 68% of CFOs, and an even higher 78% of CEOs, see AI as “high” or “very high” in value. Meanwhile, 39% of UK businesses say AI skills will become an increasingly important employee skill this year, the highest percentage globally. 
It’s argued that AI is no longer just a buzzword carelessly thrown around in strategy meetings, it’s now a competitive edge. CFOs aren’t just exploring it, they’re actively integrating it into their strategy to stay ahead.

The pressure cooker is intensifying for CFOs

It’s nothing new. CFOs have always felt the pressure. From managing bigger responsibilities to dealing with higher expectations. Financial visibility was slipping, and tech stacks were struggling to keep up with the need for smarter expense management.
And 2025 is no different. However, the pressure has only intensified. A staggering 76% of financial decision-makers in the UK are facing unprecedented stress, while 75% say decisions now need to be made faster than ever before.
As businesses grow, treasury management has become more crucial, and the right tools are now business-critical. The CFO role has evolved into the MVP of the executive team. With higher stakes and quicker turnarounds, CFOs need to rely on automation and smarter tech stacks to stay ahead.

Growing hiring and tax challenges

In 2024, hiring was already a tough challenge, with businesses feeling the strain of rising costs across the board. Companies were trying to keep their teams strong while grappling with increasing expenses.
By 2025, the pressure has only increased. A huge 62% of UK businesses say higher employee-related taxes are making it even harder to hire, and 68% are likely preparing to pass those costs onto customers.
CFOs are still caught in the same hiring tug-of-war but with much higher stakes. Growth-driven leaders need to find strategies that keep their teams motivated, balance the budget, and avoid alienating customers all at the same time. There’s no denying, it’s tricky business.

Looking into the finance crystal ball 

The shift from 2024 to 2025 paints a clear picture: businesses are cautiously optimistic, technology is proving its worth, and the CFO has become the glue holding everything together. 
But with more pressure, tougher hiring decisions, and a need for better financial visibility, it’s clear there’s no time to sit back if businesses want to stay ahead. 
The good news? You don’t have to navigate these waters alone.

Download The CFO’s Playbook for 2025 to uncover strategies, tools, and insights designed to help you tackle today’s challenges and seize tomorrow’s opportunities. Don’t just keep up, stay ahead.