Marketing MTD for Income Tax services to sole traders

The best way to market MTD for Income Tax services is to target sole traders and landlords with 2025/26 gross income over £30,000, and to reach them before the 31 January 2027 filing deadline. HMRC says around 1,077,000 more people must start on 6 April 2027. The first phase showed that a large share of people leave it late.

How big is the MTD market for April 2027?

About 1,077,000 sole traders and landlords join on 6 April 2027, according to HMRC’s press release of 5 October 2026. A further group joins in April 2028, when the threshold falls to £20,000.

The first phase shows the gap. ICAEW reported on 19 August 2026 that 864,000 taxpayers were expected to be in scope, but only 570,000 had signed up and 436,000 had sent a quarterly update. HMRC planned to start signing people up itself from September 2026. People in that position need help, and they need it quickly.

Who should you target?

Target people whose gross income, not profit, puts them over £30,000. Qualifying income is turnover from self-employment plus rents from property, before expenses. Our £30,000 threshold guide explains the test.

Good segments to build campaigns around:

• Landlords with one or two lets. Gross rents pass £30,000 quickly, and many have never used software. See our MTD for landlords guide.
• Trades and CIS subcontractors. Turnover can pass £30,000 even when profit is modest.
• Side-hustlers with a salary. Employment income does not count, but a business plus a let can.
• Your own Self Assessment clients. The easiest sale is to people who already trust you.

Pick one or two segments and speak to them directly. Our guide to niche marketing shows how.

When should you market MTD services?

Market now and keep going until April 2027. The useful dates for a campaign calendar are:

1. November and December 2026: awareness content and offers to existing clients.
2. By 31 January 2027: the 2025/26 return confirms who is in scope. Offer an MTD review with every return.
3. February and March 2027: late joiners who have just filed. Follow up every enquiry quickly.
4. 6 April 2027: MTD starts. Sign-up and software set-up help.
5. By 7 August 2027: first quarterly update. Rescue offers for people who tried alone.

What messages work?

Lead with what the client must do and by when, then show how you take it off their hands. Plain, factual messages work and keep you within professional rules.

• The obligation: “If your 2025/26 turnover and rents were over £30,000, you must use MTD from 6 April 2027.”
• The work: four quarterly updates, on 7 August, 7 November, 7 February and 7 May, plus a tax return.
• The offer: sign-up, software, and a choice of service levels.
• The price: a clear fee, with what it includes. See our guide to pricing MTD services.

Avoid scare tactics. Late quarterly updates carry no penalty points for April 2027 joiners in 2027/28, after Budget 2026, so claims about instant fines would be misleading.

Which channels should you use?

Use the channels where these segments already look for help. Compare them on cost and how quickly they produce leads.

HMRC’s agent campaign page says agents can help clients prepare by sharing materials from HMRC’s videos, webinars and resource hub. HMRC’s agent toolkit also points to the “Tax is changing” campaign page as something to share. Using official material makes your content more credible.

Have a process ready for enquiries before you advertise. Our guide to following up leads covers this.

What rules apply to your marketing?

Professional body rules and advertising law both apply. ICAEW’s marketing helpsheet, updated 5 November 2025, sets these points:

• Advertising should be “legal, decent, honest, truthful and clear”.
• Firms “shall not make exaggerated claims” for services, qualifications or experience.
• Any fee reference must not mislead, so state its basis, period and exclusions.
• Do not cold call anyone registered with the TPS or CTPS without specific consent.

ACCA, AAT and other bodies have their own codes, so check yours.

What to do now

• Run a report of existing clients with 2025/26 gross income near or over £30,000.
• Publish one page on your site explaining MTD for your main segment.
• Write an MTD offer with two or three service levels and clear prices.
• Add an MTD check to every 2025/26 return you prepare this January.

Frequently asked questions

How many people join MTD for Income Tax in April 2027?

HMRC estimated on 5 October 2026 that around 1,077,000 more sole traders and landlords must start on 6 April 2027.

When is the best time to market MTD services?

From now until 31 January 2027, while clients file the 2025/26 return that decides whether they are in scope, then again before the first update on 7 August 2027.

Can I share HMRC’s MTD materials with prospects?

Yes. HMRC’s agent campaign page encourages agents to share materials from its videos, webinars and resource hub.

Can I mention fees in MTD adverts?

Yes, but ICAEW’s helpsheet says fee references must not mislead. State what the fee covers, the period and any exclusions.

Should I say clients will be fined if they miss MTD?

No. April 2027 joiners get no penalty points for late quarterly updates in 2027/28, so blanket penalty warnings would be inaccurate.