The Profitable Accountants Community

I've got my practice to run without me so now I help other accountants to shortcut their learnings and not waste time and money doing the wrong things (like I did). 

If you're a practice owner and struggling to:

- get new clients
- get higher prices
- recruit and retain good people
- get out of doing technical work and being the go-to for clients

Then you need my help.

If you've read my book (link in profile) and listened to my podcast then the next action to start overcoming your biggest challenges and build a firm that gives you money, time and freedom is to:

- Join my inner-circle - The Profitable Accountants Community where you get training from me, resources to shortcut your learnings and access to a community of 150+ firm owners helping each to get results

- For 121 coaching and access to a smaller group of accountants in my Mastermind group - apply for a call or DM me 'mastermind'. (qualifying criteria)

- For 2-3 partner firms I can offer tailored coaching for you and your teams.

For more details check out my website at the link below.

https://www.rezahooda.com/

Coach & Mentor to accountants

Capture Accounting

Are you a Content creator or social media influencer? 

Does your accountant really understand your business? 

Do you have regular contact with your accountant to help you navigate the world of finance and tax and give you proactive advice?

Or do you only hear from them once a year to do your tax return? 🤔

I thought so 🤦‍♂️

We specialise in working with creators just like you who are growing their business rapidly having built a great following. 

What you need is a specialist that understands what you do so you don’t have to explain where your income comes from and what it means. 

We help you take the stress away of managing your money and taxes so you can concentrate on what you do best ie growing your following. 

If that sounds like something you’d like to hear more about you can book a quick 20m call 📞 from our website: https://www.captureaccounting.com/

Founder

Walji & Co Chartered Accountants

Focused on providing value added, proactive and hands on financial and taxation services to owner managers and their businesses.

Partner

PricewaterhouseCoopers LLP

Worked within the fastest growing segment within PwC being the Entrepreneurial and Private Clients Tax team. 

Managed and advised a portfolio of private / family owned companies and high net worth individuals to structure their affairs in the most tax efficient manner. This required the highest level of expertise in corporate and personal taxation planning. 

My private company clients were in a variety of industries including a Foster Care agency (t/o £100m), Food wholesaler (£50m), Accessory/watch distributor (t/o £30m), Hotel operators (t/o £10m) and a highly specialised, fast growing construction company (t/o £12m). I also gained experience of advising clients on management buyouts, company purchase of own shares and venture capital incoming investments. 

The above experience gave me the required skills and expertise to take the step of buying into a smaller accountancy Practice in Southampton where I am currently a Partner. Although the size of the clients I deal with now are smaller, they are faced with the same challenges and can avail of the same tax planning opportunities that were encountered by my portfolio of clients within PwC.

Tax Manager

I help Accountancy Business owners grow and get out of the day to day | 15+ years of lessons in my book - Click 'Visit my Website' below to order

Hi 👋 I’m Reza

I own an Accountancy Business I grew from £200K/pa → £1M+/pa.

Today, I have a team in place so that it takes me LESS than 5 hours a MONTH to run it.

But it wasn't always that way -> I had many challenges to overcome including:

1. Transitioning to better quality clients who pay higher fees
2. Repricing existing clients who weren’t paying me enough
3. Knowing who to bring on board to let the business grow
4. Having the price conversation, face-to-face
5. Finding the time in the day to get everything done

Solving those problems grew my firm to 7 figures.

And now I’ve helped 150+ other firm owners in my community solve those problems for their own business.

Some of the results people have gotten working with me:

👉 Bev increased her average fees from £269/mo to £1000+ /mo
👉 Tej doubled his revenue from £650k to £1.4m in 2 years
👉 Suzanne repriced a client from £5k a month (timesheet) to £15,000 PER MONTH!
👉 Michelle cut her hours down from 60 → 30 hours per week
👉 Frederik got rid of the timesheets, reduced his head count whilst increasing profitability

Just to name a few! (see more in my featured section above)

If you’re an Accountancy Business Owner wanting to get out the day-to-day and scale your firm profitably… 

🤙 Get a copy of my book "The Four Pillars" by clicking 'Visit my Website' at the top of my profile 👆

Big news.

We’re leaving the UK 🇬🇧. 

(no, not for Dubai 😜)

Moving to Qatar.

The kids think I’ve lost my mind. 
My wife is dreading leaving the countryside. 
I’m buzzing about the possibilities.

Why?

Quality of life has been our main driver.

The UK has changed dramatically over the past few years.

Infrastructure crumbling. 
Public services struggling. 
General sense that things are going backwards rather than forwards.

We want our kids to experience a different pace of life.

Better weather (maybe too much of it). 
Safer streets. 
A culture that values family time.

But I won’t lie…

The zero tax situation doesn’t hurt either 😉

While the UK government keeps hitting business owners with higher taxes, Qatar offers a completely different approach.

0% personal income tax. 
0% corporation tax. 
A business-friendly environment that actually wants entrepreneurs to succeed.

Here’s the beautiful part:

I can run my businesses from anywhere now.

The accounting firm? Cloud-based and systemised. 
The coaching business? All online anyway. 
The content creation? Just needs WiFi and a camera.

This is what “building a business that runs without you” actually looks like.
Geographic freedom.

But let’s be honest about the trade-offs.

My wife loves our life by the sea. 
The countryside walks. The green fields. 
The changing seasons.

Qatar has incredible opportunities but 45-degree heat and not much nature.

She’s not thrilled about swapping coastal walks for air-conditioned malls.

Every big decision has trade-offs.

Better financial situation vs missing the British countryside. 
Amazing international schools vs leaving family behind. 
Business-friendly environment vs extreme heat.

Most firm owners are tied to their office anyway. 
Chained to their location. 
Limited by their postcode.

But when you build the right systems? 
When you price for value not time? 
When you leverage technology properly?

At least you get to choose your trade-offs.

I appreciate this is an incredibly privileged position to be in.

Not everyone can just pack up and move countries.

But it’s also the result of 15+ years of building businesses the right way.

Systemising everything. 
Hiring the right people. 
Creating location-independent revenue streams.

Ten years ago, this wouldn’t have been possible.

I was still doing client work. 
Still tied to meetings in person. 
Still thinking my business needed me there every day.

The lesson?

Build your business to give you options, not obligations.

Because even when those options come with difficult trade-offs, at least you get to make the choice.

Where would you move if your business could run from anywhere? And what would you miss most?

PS: My wife has already made me promise we’ll come back to the UK every summer. Some things are worth the 7-hour flight.

PPS: If you’re in Qatar 🇶🇦 , let’s connect.

Reza Hooda FCA CTA

I help Accounting Firm owners grow and get out of the day to day | 15 years of learning in my book The Four Pillars - hit 'Visit my Website' below to get a free copy | Practice Owner of 7-figure firm - Capture Accounting

My wife is scary organised.

Everything has a place.
Every place has a label.
Every system runs like clockwork.

Walk into our kitchen.

Every jar is labeled.
Every spice alphabetised.
Every drawer has dividers.

The shed? Immaculate.
The loft? Colour-coded boxes with detailed contents lists.
The kids’ bedrooms? Well, she tries.

I used to think it was overkill.

“Why does the sugar need a label? We know it’s sugar.”

Then I watched her during our last house move.

While I was panicking about finding the kettle, she produced a detailed inventory.

Box 47: Kitchen essentials - kettle, mugs, coffee, emergency biscuits.

Everything we needed for the first cup of tea in the new house.

That’s when it hit me.

She’s not organising for today.
She’s organising for future chaos.

The moment when you need something urgently.
The crisis when you can’t remember where anything is.
The stress of searching through endless boxes and cupboards.

Sound familiar?

Most accounting firms operate like my old approach to organisation.

“We’ll remember where we put that client file.”
“Sarah knows how to do the VAT returns.”
“The password is written down somewhere.”

Until Sarah leaves.
Until the client file goes missing.
Until the password is forgotten and everything grinds to a halt.

My wife’s approach?

Document everything.
Label everything.
Create systems that work for anyone, not just the person who created them.

This is exactly what successful firms do.

Every process is documented.
Every task has clear instructions.
Every system works whether you’re there or not.

When a team member leaves, there’s a handbook.
When a client asks a question, there’s a standard response.
When something goes wrong, there’s a process to fix it.

The difference between chaos and control isn’t talent.

It’s systems.

My wife can go on holiday knowing the house will function perfectly without her.

I can travel to Qatar knowing my firm will run smoothly without me.

Both of us invested time upfront to avoid stress later.

The question is:

Are you building a business that only works when you’re there?

Or are you creating systems that work whether you’re in the office or on a beach in Barbados?

Your future self will thank you for the organisation you do today.

What’s the most important system you need to document in your firm?

PS: The kids have learned that if they put something back in the wrong place, mum will find out. She always finds out. I should probably hire her as my operations manager 🤷‍♂️.

4:45am alarm goes off.

Pool deck by 6am.
2 hours of training before school.
Then back again in the evening.

Seven days a week.

This is my 13-year-old daughter’s routine.

Swimming club isn’t a hobby for her.
It’s a commitment.
A lifestyle.

A masterclass in discipline that puts most adults to shame.

While her friends are hitting snooze, she’s already completed 3,000 meters.

While they’re complaining about being tired, she’s analyzing stroke technique with her coach.

While they’re making excuses, she’s showing up regardless of how she feels.

Last week she had a stomach bug.

“Can I still train, Dad?”

Most kids would see illness as a get-out-of-jail-free card.

She saw it as a missed opportunity to improve.

That’s the mindset of someone who understands what it takes to excel.

Here’s what watching her has taught me about business:

Consistency beats intensity every time.

She doesn’t train for 8 hours once a week.
She trains for 2 hours, seven times a week.

Small, consistent actions compound into extraordinary results.

Most firm owners approach marketing like weekend warriors.

They’ll do a massive push for a month.
Send out 50 LinkedIn messages in one day.
Write 10 blog posts when they “have time.”

Then burn out and do nothing for months.

My daughter’s approach?

Show up every day.
Do the work whether you feel like it or not.
Trust that consistency will create the breakthrough.

The other thing I’ve learned watching her:

Excellence requires sacrifice.

While her friends are at sleepovers, she’s in bed by 9pm.
While they’re eating McDonald’s, she’s planning nutrition.
While they’re scrolling TikTok, she’s visualizing her race strategy.

She’s made the decision that swimming matters more than short-term fun.

Most business owners aren’t willing to make those trade-offs.

They want the results but not the discipline.
They want the success but not the sacrifice.
They want the freedom but not the focus.

But here’s the beautiful part:

When you develop real discipline, everything else becomes easier.

Getting up early? No problem.
Sticking to a routine? Natural.
Doing things when you don’t feel like it? Just Tuesday.

My daughter has learned at 13 what takes most people decades to figure out:

Success isn’t about talent.
It’s about showing up when you don’t want to.

Every firm owner I know who’s built something significant has this same trait.

They do the work regardless of motivation.
They show up regardless of circumstances.
They stay consistent regardless of immediate results.

What would your business look like if you approached it with the discipline of a competitive athlete?

PS: She overtook me in the pool years ago. Now she just laps me while I’m still trying to catch my breath. Turns out there’s no substitute for proper training.

I spent over £10,000 learning how to price properly.

Here’s what you need to know in 5 bullet points 👇

When I first started out, I had no clue what to charge.

I copied what others were doing.

Used hourly rates.

And hoped it was “about right”.

Spoiler: it wasn’t.

I was working 60+ hours a week and still underpaid.

So I invested in books, courses, coaches, and masterminds to fix it.

Here's what I wish I knew at the start:

1. Price comes from VALUE — not your time or costs

Clients aren’t buying your hours. They’re buying peace of mind, clarity, outcomes.

2. Your price says something about you

If you're cheap, clients assume you're inexperienced or not confident in your value. Price is positioning.

3. People buy with emotion and justify with logic

Pricing isn’t maths. It’s psychology. Anchoring, contrast, and perceived value matter more than spreadsheets.

4. Give options — always

Don’t force clients into a one-size-fits-all quote. Use 3-tier pricing to let them choose how much they want to pay.

5. Confidence comes from preparation

The reason you feel nervous quoting a high fee is because you don’t know how to communicate the value. Learn how to have the value conversation.
Bottom line?

Your pricing isn’t “just a number”. It’s the most powerful lever in your business.

Get it right and everything else gets easier.

I’ve pulled together a 1-page summary of the 4 pricing fundamentals I now teach inside PAC.

Comment “PRICING” below and I’ll DM it to you.

#accountants #valuepricing #pricingstrategy #profitableaccountants #scaleyourfirm #accountingfirmgrowth

He only had 2 clients - and still quit his job.

Muhammad was working full-time at Sky.

Running a small firm on the side.

No website. No social media. Just word of mouth.

But he knew he wanted more.

So he made the call most people don’t:

➡️ He backed himself
➡️ He joined the The Profitable Accountants Community
➡️ And he committed to building something meaningful

Even though money was tight, and he was still early on…

He saw it as an investment in himself — not a cost.

And since joining?

✅ He’s picked a niche (construction — from his past career)
✅ Started building proper pricing and systems
✅ Wake-up calls, weekend deep work, training in between — all while holding down a job

Then this week, he told me:

“I’ve already handed in my notice. I know I’ll go further building my own thing than chasing a promotion.”

That’s belief.

That’s what happens when you’re around people on the same path.

When you have a clear blueprint to follow.

And when you’re finally doing this for you.

If you’re in that early stage and ready to grow — with focus, structure and support…

💬 Comment PAC and I’ll send you the details to join the same programme Muhammad’s now using to go full-time with confidence.

You're the bottleneck.

I get it.

You started your firm because you wanted freedom. 
But if you can't leave for a week without everything falling apart... 
You don't have a business. 
You have a glorified job.

Here's the hard truth most firm owners won't admit:

Your team will never flourish if you're hovering over every client conversation. 

They'll never build those relationships. 
They'll never add the value they're capable of. 
And you'll be stuck working IN your business instead of ON it.

"But what if they leave and take my clients?"

Look, being in business is about risk. 
There's risk in letting go. 
But there's also risk in staying exactly where you are.

Which risk are you willing to take?

The one that keeps you trapped working 60-hour weeks? 

Or the one that might actually give you the life you wanted when you started this thing?

My business functions perfectly well without me. 
I can travel overseas without checking emails every 5 minutes. 
My team handles client relationships better than I ever did.

That didn't happen by accident.

It happened because I made the conscious decision to stop being the bottleneck.

Here's what I learned:

Create a culture that attracts the best talent. 
Keep up with technology (your younger team members expect it). 
Give your people room to grow and take ownership. 
Build systems that work without you.

Everything in business involves risk. 
Your choice which one to take.

What's holding you back from letting go?

“I’ve been doing the same thing for 8 years… and it’s not scaling.”

That’s what Lukman told me when we spoke.

He started his firm after working in top consulting roles — Deloitte, banks, corporate.

Built a solid client base off the back of referrals. Mostly IT contractors, doctors, nurses.

But then IR35 hit.

His client base dried up.

The referrals stopped.

Growth stalled.

He’d read my emails.

He’d picked up my book.

And every time he saw something I wrote, he said —

“That hit me to my bone marrow. That’s exactly where I’m at.”

He realised:

He didn’t just want any clients.

He wanted quality clients.

Ones that would stick.

Ones that would grow with him.

But he was tired of trying to figure it all out alone.

So he joined the The Profitable Accountants Community

✅ To learn how to attract better clients consistently
✅ To move beyond referrals
✅ To build a firm that grows without depending on him

Lukman’s ready to finally scale the right way — with systems, mentorship, and a clear plan.

If you’re in a similar place — you’ve done well, but growth has slowed — comment “quality clients” below or drop me a DM.

Let’s get your firm back on track.

Reza Hooda FCA CTA

“I’m qualified… but I can’t get clients. What am I doing wrong?”

That’s what Ejaz asked me when we jumped on a call last week.

He’d started his practice in 2020, full of excitement.

Registered the company.

Built the website.

Even had a few friends and family sign up as clients.

But then… nothing.

He tried networking. He tried BARK. He tried “waiting for referrals.”

It was slow. Painfully slow.

And like so many accountants, he’d spent years learning technical skills…

…but no one had ever taught him the one thing that actually keeps a practice alive: how to get good clients.

So he found himself stuck:

✅ Working a contracting role just to pay the bills
✅ Doing small tax jobs here and there for tiny fees
✅ Wondering if he’d ever actually be able to rely on his own business

When I asked him where he wanted to be a year from now, he said:

👉 “I just want to replace my contracting income. 60–70k would be enough. Clients I can rely on. Fees that make sense. A business I can actually grow.”

And here’s the hard truth:

If you don’t know how to market and position your firm properly, it doesn’t matter how qualified you are.

You’ll keep getting the wrong clients.

Or no clients at all.

Ejaz decided he wasn’t willing to waste another year figuring it out alone.

He joined the PAC, got the blueprint, and plugged straight into the support, tools, and community that will help him finally build the firm he wants.

And the best part?

He doesn’t have to do it in isolation anymore.

If you’re tired of guessing, hoping, and waiting for referrals that never come… maybe it’s time to do something different too.

The Profitable Accountants Community will give you the roadmap to attract better clients, charge better fees, and build a practice that works without you spinning your wheels.

Send me a DM or comment PAC and I’ll share the details.

Paul runs a £4m firm.

40+ staff.

Strong local reputation.

A steady stream of referrals.

But here’s what he told me on our call last week:

“We’ve put out blogs, social posts, campaigns…

We’re raising awareness — but not getting leads.”

Sound familiar?

The team’s been *doing* the marketing.

They’ve even hired an agency.

But despite the effort — leads are drying up.

Why?

Because awareness isn't enough anymore.

The messaging is vague.

The positioning unclear.

The website sounds like every other accountant out there.

They’re speaking to *everyone* — which means no one’s listening.

So Paul & his marketing lead joined the PAC.

Not because they need more *marketing*.

But because they need the **strategy behind it**.

✅ Clarity on their niche
✅ Messaging that actually resonates
✅ A funnel that turns content into clients
✅ And the pricing system to bridge a £500k gap between WIP and billings

It’s not about doing more.

It’s about doing what works — and doing it well.

If your firm is already established but you're stuck at the awareness stage…

It’s time to fix your positioning.

💬 Comment PAC below and I’ll DM you the details.

How I used to motivate my accountancy firm team:

1. I had timesheets to track every hour
2. I checked-in daily on their work
3. I kept all client relationships to myself

That approach left me with no time, and stunted the growth of the business.

How I now motivate my accountancy firm team:

1. I let them work when, where, and how they want
2. I trust them to manage their own work
3. I let them handle their own client relationships

The result?

My accountancy firm is more profitable than ever, and I spend less than 5 hours a week running it.

Trusting people is a risk.

But it’s a risk worth taking.

I’ve documented everything I learned growing my firm to £1M+ turnover in my book.

👉 If you want a copy be sure to…

1. Like this post
2. Share this post
3. Comment ‘BOOK’

… and I’ll send you a free copy (just pay shipping).

If you were moving country and could only take 10 books, what would you choose?

Here are mine.

These aren’t just books sitting on my shelf collecting dust.

They’re the ones I’ve read multiple times.
The ones I keep coming back to.
The ones with dog-eared pages and highlighted sections.

Right now I’m scaling 3 businesses simultaneously:
→ My accounting firm
→ My coaching business
→ A new software venture

At this stage of my journey, there’s a heavy weighting towards leadership and culture books.

Because hiring people, retaining high performers, and aligning everyone towards a common goal and vision is my priority right now.

Ultimately, this will determine whether I can achieve my goals.

If I can become the leader who unlocks people’s potential, everything else becomes possible.

These 10 books are my trusted advisors.

Books have been my greatest mentors.
They’ve taught me more than any university course ever could.
They’ve enabled me to take shortcuts and reach my goals faster.

Think about it - someone spends 20-30 years mastering their craft.
Then they distill all that wisdom into a book you can read in a few hours.
You get decades of experience and hard-won lessons for the price of a coffee.

It’s like standing on the shoulders of giants.

When I need marketing inspiration, I reach for one of these.
When I’m questioning a business strategy, they provide clarity.
When I hit a roadblock, they show me the way forward.

Out of the hundreds of business books I’ve devoured over the years, these made the cut.

Each one has shaped how I think about business.
Each one has directly contributed to my success.
Each one contains principles I use daily.

They’re not theoretical fluff.
They’re practical blueprints from people who’ve walked the path before me.

The kind of books that don’t just inform you.
They transform you.

What would your 10 be?

Drop them in the comments - would love to know what’s helped and inspired you the most.

PS: There are actually 2 more books I didn’t include in this photo. Same author. Think of them as a powerful one-two punch for anyone serious about scaling their business (they’re part of my son’s allowance to take as the boss said we can only have 10 each 😅). Can you guess which ones? 🤔

Last month we won £36,849 of new recurring fees. 

The month before that was £31,841
The month before that was £23,534.

You get the picture.

On average we’re onboarding between £20,000 - £30,000 of new recurring business every month.

That comes from the 5-7 booked prospect meetings we’re getting every week - all from our inbound marketing systems (not reliant on referrals).

The marketing system works like this:

1. We’re clear on our WHO (content creators and influencers) 🎯

By focusing on one particular niche, we know exactly what to do and where to go to find our ideal clients.

Marketing is about finding that person who has a specific need or problem to know, like and trust you.

You cannot know what someone’s need or problem is until you know WHO 
they are.

2. We create content that positions us as having the solution to our prospect’s problems 📹

This is easy when you just work in one space - because you hear the questions and problems over and over again from the same type of people.

We take what we hear in our sales calls (with prospects) and use that in our marketing -> so our prospects feel that we’re entering the conversation going on in their head (when you can do that, you’ve hit the jackpot 🎰 ).

3. We go for the low hanging fruit 🍇

We focus on ‘evergreen content’ i.e blogs and long form videos on YT. Because when people are at the stage when they’re looking for a new accountant - they search for answers on the search engines (which appear in AI search too now) and on YT.

Contrary to what you might hear - your website and what you put it on it is still very much relevant in this age (90% of our enquiries come from ours).

There’s around 3%-5% of people in any market at this stage - we leverage our marketing efforts on these to catch them first.

And that’s how we predictably win £20,000 - £30,000 of new business every month - without relying on referrals OR even doing any social media ;-) (because my social media stuff is for my other business and you lovely accountants :-))

—
PS: Want to know more about this marketing system and how you could create the same? Comment ‘marketing system’ below and i’ll ping across a short 28 min video laying it all out step by step.

I’ve run my accounting firm for 17 years.

I’ve made many mistakes along the way and wasted a lot of time and money doing so.

Now my 7 figure firm runs completely without me (I spend less than 5 hours a week on it).

In 2023 I launched a book where I shared EVERYTHING I’ve learned the hard way to grow my accountancy firm and get it to run without me.

Over 2,145 firm owners have a copy already from around the world.

Do you? 😉

If not then I’m inviting you to get a free copy on me today (just pay shipping and handling).

It contains the blueprint to growing an accounting firm that gives you more money, time and freedom - without spending years figuring it out like I did.

What’s the catch I hear you say? 😝

You need to send me a picture of you with the book when you get it - like these lovely lot below have 👇😊

To get a free copy:

1. Like this post
2. Click the link below to order👇

https://lnkd.in/e8zHsbTH

PS: makes my day receiving pictures of firm owners with their copy of The Four Pillars - see if you can spot yours in there 😊

Members With The 4 Pillar Book 

Padel has exploded from nowhere.

Five years ago, most people had never heard of it.

Now?

Courts popping up everywhere. 
Waiting lists to join clubs. 
People driving 30 minutes just to play.

And it's not cheap.

£50-£70 per hour to hire a court. 
Plus equipment. 
Plus club memberships. 
Plus lessons.

Easily £100+ per week if you're serious about it.

But people aren't complaining about the price.

They're queuing up to pay it.

Why?

Because padel delivers massive value.

It's social (you need 4 people to play). 
It's accessible (easier to learn than tennis). 
It's addictive (perfect mix of skill and fun). 
It's inclusive (mixed ages and abilities can play together).

People aren't asking "How much does it cost?"

They're asking "When can I book a court?"

This is the difference between being price sensitive and value sensitive.

Price sensitive customers shop around for the cheapest option.

Value sensitive customers pay premium prices for premium experiences.

Most accounting firms are stuck attracting price sensitive clients.

"Can you beat my current accountant's price?" 
"Do you do tax returns for £150?" 
"I'm just looking for the cheapest option."

But the best firms attract value sensitive clients.

Clients who ask: 

"Can you help me save more tax?" 
"Do you understand my industry?" 
"What results can you deliver?"

Price is rarely mentioned. 
Value is always the focus.

Padel succeeded because it didn't try to be the cheapest racket sport.

It focused on being the most enjoyable one.

The most social one. 
The most accessible one. 
The one that gives you the best experience.

Your accounting firm should work the same way.

Don't compete on price. 
Compete on value.

Don't be the cheapest accountant. 
Be the one who delivers the best results.

Stop trying to justify your fees. 
Start demonstrating your worth.

Because when people see real value, price becomes secondary.

Just like padel players who happily pay £60 an hour because the experience is worth every penny.

Your clients should feel the same way about working with you.

What value do you deliver that makes your fees feel like a bargain?

PS: I've already had three business conversations over padel since being in Qatar. It really is the new golf for networking - except you actually break a sweat and the games are more fun than trying to read putts 😄.

Everyone says “Just focus on getting more clients”… but here’s why that’s wrong.

Most accountants I speak to think client acquisition is their biggest problem.

And I get it — leads feel like oxygen when you're not getting any.

But here’s the truth 👇

Getting more clients isn’t the answer if your pricing’s broken.

You’re just pouring more water into a leaky bucket.

I’ve seen firms double their client base and STILL be skint.

Why? Because they’re undercharging.

They’re not priced for profit.

More clients at low fees =

🧯 More firefighting
🧠 More stress
⏳ Less time
💸 Same (or worse) profit

Here’s a better play:

✅ Fix your pricing
✅ Get paid what you're worth
✅ Work with fewer, better clients
✅ Free up time to actually grow the business

When your pricing is right, everything changes:

📌 You don’t need 200 clients — 50 great ones will do
📌 You create space to build your team and systems
📌 You finally feel like a business owner — not an overworked technician

Bottom line:

More clients won’t save your firm if your pricing’s killing it from the inside.

Fix that first — and scaling becomes simple.

Want the pricing framework I use with firms inside the PAC?

Drop a “💰” in the comments and I’ll DM it to you.

#accountants #pricingstrategy #scaleyourfirm #profitableaccountants #valuepricing #accountingbusiness

Hiring the "perfect" candidate who turns out to be anything but 😤

Just had to make one of those tough decisions every firm owner dreads.

On paper? This person was everything we needed:

- Semi-qualified accountant ✓
- Great personality fit ✓
- Aced interviews with multiple team members ✓
- Aligned with our core values ✓

Reality? Months later, still waiting for them to actually DO the work.

You know that feeling when you give clear instructions and... nothing happens? Yeah, that's where we are.

Here's what I've learned from this (expensive) lesson:

Skills on a CV mean nothing if there's no execution.

The best hire isn't always the most qualified person. It's the person who can take work OFF your plate, not add to your stress.

Some will slip through even the best hiring process. That's business.

But having solid core values and multiple interview touchpoints? Non-negotiable. At least you know you're aligned on HOW you work together.

Sometimes you've got to cut your losses and move on. Better a short-term gap than a long-term drain on your energy and team morale.

Question for fellow firm owners: What's your biggest hiring red flag that you wish you'd spotted sooner?

#AccountingFirms #Hiring #TeamBuilding #Leadership

How I got my firm to run on < 3 hours a week

I followed the acronym DEA

Delegate, Eliminate, Automate

→ Delegate

Can someone else do what I’m doing right now?

If so, I record a Loom video and delegate the task so I never have to do it again.

It’s the quickest way to get a task off your to-do list in the safest way i.e reducing the risk of it not being done to your standard.

Loom will become your best friend in delegation.

→ Eliminate

There are some things we do that just don’t serve us.

If we stopped doing them, nothing would happen.

In other words, we’re wasting time doing them.

Find your Eliminate tasks and just stop ✋

→ Automate

Don’t fear automation, embrace it.

It makes your life easier and saves so much time.

Like Calendly for booking meetings or Fathom - AI Meeting Assistant for taking notes of meetings or Apron for summarising unreconciled transactions to send to a client.

Don’t cheap out not buying software because you don’t want to add another subscription.

Think of the hours it’ll save you and what else you could be doing with that time.

What are your favourite time saving apps?

You're not doing enough marketing.

I guarantee it.

No matter how much you think you're doing, it's not enough.

“I literally do marketing from the minute I open my eyes every day, and even I'm not doing enough” said Jeri Williams FCA 🐪 on our recent podcast.  

Here's the brutal truth most practice owners don't want to hear:

You've mastered the technical stuff. You can do accounts in your sleep. But marketing? That's where you're falling short.

And it's costing you clients, revenue, and growth.

Get your marketing right. Get your pipeline sorted. Everything else falls into place.

You can handle any problem when you've got consistent leads coming in.

But here's what I wish I'd done sooner...

Invested in learning from people who'd walked the path before me.

Stop trying to figure it all out alone.

The shortcut isn't working harder - it's learning from those who've already made the mistakes.

I'm still reading books. Still listening to podcasts. Still learning from mentors.

Because the moment you stop investing in yourself as a business owner, your competition gets ahead.

What's the last business book you read? The last course you took? The last mentor you learned from?

Your technical skills got you this far. Your marketing skills will take you to the next level.

What's holding you back from investing in your marketing education?

#AccountingFirm #Marketing #BusinessGrowth #PracticeOwner #Entrepreneurship

🔈 Calling UK firm owners turning £500k+

I've just revealed something massive to my inner circle - the PAC.

Now I'm opening it up to a select group of firms who want to be part of something that could completely change the game for ambitious firm owners.

I can't reveal all the details here.

But here's what I can tell you:

✅ It involves 20-30 like-minded firm owners 
✅ It's designed to solve the biggest exit challenge we all face 
✅ The outcome could be genuinely life-changing 
✅ I've spent months working on the strategy 
✅ It launches properly in the coming weeks

If you're a firm owner doing £500k+ and you:

→ Want to do things differently 
→ Understand the value of positioning and pricing
→ Are serious about growing and scaling profitably 
→ Are willing to think big over the next few years

Then this might be exactly what you've been waiting for.

The landscape is changing fast.

There's a short window of opportunity over the next few years.

And we're going to take full advantage of it.

We can either watch from the sidelines or play the game better than anyone else.

If this sounds intriguing and you meet the criteria above, drop me a DM or comment ‘OPPORTUNITY’ below.

Make sure we’re connected and I'll share the details if you’re a fit.

This truly is once-in-a-lifetime.

PS: this is only for accounting firm owners turning over at least £500k.

The TRUTH about value based pricing that most accountants miss:

It's not about charging more... it's about delivering more value 💡

I used to think value pricing was just a fancy way to increase fees.

But after implementing it in my own firm, I realized:

Value pricing transforms your entire business model because:
→ You stop selling compliance (which clients see as a cost)
→ You start selling outcomes (which clients see as an investment)
→ You break free from the "time = money" trap
→ Your team focuses on results, not hours

Here's what changed in my firm:

- Client conversations shifted from "how much time will this take?" to "what results can you help me achieve?"

- Team stopped watching the clock and started focusing on impact

- Profits increased without working more hours

- Better client relationships as we're aligned on value, not costs

The biggest mindset shift?

Understanding that clients don't buy services...

They buy solutions to their problems 🎯

If you're still pricing based on hours or using cost-plus pricing, you're leaving money on the table AND doing your clients a disservice.

Want to know exactly how I transformed my pricing model? My book The Four 
Pillars breaks down the exact system. Hit the link above to get your free copy 📚

#accountancy #valuebased #pricing #accountingfirm #business

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