Most industries are undergoing significant disruption due to digital innovation. We focus on the rise of data-driven business models in the professional services industry. Two prominent issues need to be considered. Firstly, digital innovation often results in the creation of new business models. This raises questions about whether these models are more generic (digital) or specific to the professional services industry. Moreover, there are questions related to whether the initiators of business model innovation are new, digital start-ups or well-established incumbents. Secondly, when an incumbent is required to transform, we need a more nuanced understanding of the strategic transformation processes in relation to the nature of professional services and technology innovation. Our paper takes a look at data-driven business models in the context of professional services firms and it puts forth research propositions that warrant critical examination when it comes digital disruption barriers and enablers faced by incumbents and start-ups.