The Institute is mailing promotional leaflets to 2,100 offices of member firms in England and Wales setting out its proposals for its new ACA qualification.
E&Y announced it was defecting from the institute to ICAS, while PwC earlier this month said trainees from the Midlands and London would be advised to train with the Scottish institute.
In a bid to halt the slide, the institute has decided to launch its new qualification from September. It was designed following consultation and surveys with firms, students and members.
In a covering letter to firms, the institute also announced it had established a team of training advisors available to visit and assist training organisations with the modernised syllabus.
Professor Brian Chiplin, executive director of education and training for the Institute, said: ‘We want to enhance the status and relevance of the ACA qualification even more.
‘We are determined and confident that the new ACA will be the premier UK qualification for the accountant and business advisor of the 21st century.’
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