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 👆

Went to a coffee shop today.

Hidden gem tucked away in a fairly innocuous neighbourhood.

Most people just drive up and order from the car.

We went in to see what they had.

Not much seating space, but they had a roaster on site.

Met the owner behind the counter.

So hospitable.

Started explaining their different blends.
Talked about the roasting process.
Offered us tastings of three different coffees.

Free of charge.

He wasn't expecting anything in return.
Just genuinely passionate about sharing what he'd created.

Twenty minutes later, I walked out with four bags of coffee and a container of nuts.

Why?

The law of reciprocity.

Robert Cialdini wrote about this in "Influence" - one of the most powerful psychological principles in business.

When someone gives you something of value first, you feel compelled to give back.

That coffee shop owner understood this intuitively.

He led with value.
He gave before he asked.
He made me feel special, not like a transaction.

Most accounting firms get this backwards.

They hoard their knowledge like it's classified information.
They're terrified to give anything away for free.
They think expertise should only come after payment.

But here's what we do instead:

We give away everything through our content.

Blog posts explaining complex tax strategies.
YouTube videos breaking down business structures.
Social media posts sharing real client scenarios.

We don't hold back.

We teach people how to save tax.
We explain when to incorporate.
We share the exact frameworks we use.

People ask: "Aren't you worried about giving away too much?"

Not at all.

Because here's the secret:

Information is free.
Implementation is what they pay for.

You can watch a thousand YouTube videos about playing piano.
But you still need someone to teach you properly, correct mistakes, and guide practice.

Same with accounting.

You can read our blog about tax planning.
But you still need someone to implement it for your specific situation.

We give away the "what" and "why" for free.
People pay us for the "how" and "when" and "exactly in your case."

That coffee shop owner gave me knowledge about different roasts.
But I still needed him to grind the beans, package them properly, and tell me the perfect brewing method for each.

Don't be afraid to give away information.

The more you teach, the more people trust you.
The more you share, the more they see your expertise.
The more value you provide upfront, the more they want to work with you.

Because when someone experiences your knowledge for free, they think:

"If this is what I get for nothing, imagine what I get when I pay."

Lead with value.
Give first.
Let expertise speak for itself.

How much of your knowledge are you sharing freely with your ideal clients?

PS: I'll probably never make coffee as good as that owner, despite knowing everything he taught me. That's exactly why I'll keep buying from him instead of trying to do it myself.

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

Spent a few days in Dubai last week.

Met people offline that I’d only known through LinkedIn.

Recorded 5 podcast episodes in 5 days.
Explored business opportunities.
Caught up with potential partners.

Dubai is electric.

The energy.
The ambition.
The sheer pace of everything happening there.

Everyone’s building something.
Everyone’s scaling something.
Everyone’s thinking bigger.

You can feel it in every conversation.

But here’s what struck me most:

The power of meeting people in person who you’ve only known online.

We’ve exchanged messages on LinkedIn for months.
Commented on each other’s posts.
Maybe jumped on a Zoom call here and there.

But sitting across from someone over coffee?

Completely different.

The relationship deepens instantly.
Trust builds faster.
Ideas flow more freely.

One conversation in person achieves what six months of online interaction couldn’t.

That’s why I still believe in offline connection.

Social media is brilliant for reach.
LinkedIn helps you build authority.
Content creates awareness.

But nothing replaces face-to-face.

I recorded 5 podcast episodes in 5 days.

Content that will reach thousands.
Insights that will help hundreds of firm owners.
All captured because I showed up in person.

Dubai always gives me that buzz.

The skyscrapers reaching for the clouds.
The constant construction and expansion.
The feeling that anything is possible.

It’s contagious.

But after a few days I’m always glad to get back to Doha.

Dubai is London with sunshine.
Fast-paced, chaotic, overwhelming.

Doha is calmer.
More space to think.
More time for family.

That’s why we chose here over there.

Quality of life over constant hustle.

The lesson?

You can have ambition without chaos.
You can build big without burning out.
You can create success without sacrificing peace.

Dubai reminds me what’s possible.

Doha reminds me why I’m building it.

Balance matters.

How often are you meeting your online connections offline?

PS: Already planning my next Dubai trip. There’s something about that energy that recalibrates your ambition. But then coming back to the quiet is where the real work gets done.

PPS: Great meeting you Ayman Kaouri Rayhan Aleem Iram Malik Josh Buffin Arun Sachdev Naeem Parvez Kareem Milhem

The first 8 people I hired left in 2 years.

I had to completely change my leadership to stop my firm from going under.

I tried all the old-school tactics:

- Strict timesheets
- Micromanaging output
- Holding all the responsibility

That’s how things had been done at PWC, so I followed suit 🤷‍♂️

I thought that just paying people well would be enough to keep them.

But they kept leaving. The high turnover damaged client relationships and stopped the firm from growing.

And so began my 10+ year study into Leadership.

I realise now that people are not motivated by money.

They are driven by 3 things:

1. Autonomy

No one likes being told what to do. More freedom = more likely to be motivated. Too many rules - working hours, dress code, unnecessary review processes, etiquette - they stifle freedom. They create a culture of 9-5ers who aren’t engaged, counting the hours till they can leave. Instead, set the direction and trust people to do a good job. Measure the results people produce, NOT the time it takes them to produce them.

I began to ask myself:

- Does it really matter what time people go home?
- Does it really matter what they wear?
- Does working late mean more than simply being productive in normal hours?

Manage the work, not the people. Trust your team to work autonomously.

2. Mastery

People want to improve. They enjoy becoming more competent. But we are all naturally more competent at some things than others. Patrick Lencioni’s working genius model identifies 6 ‘gifts’ that exist that allow work to get done:
- Wonder
- Invention
- Discernment
- Galvanising
- Enablement
- Tenacity

Each of us has a natural tendecy to be great and some and weak at others.

They key is getting to know what your team members ‘genius’ is. So you know where they will thrive, and where they might need extra support.

3. Purpose

People are motivated when their work has an impact. And accountancy firms have a huge impact! We help clients build better businesses, relieve their stress, save them money that goes to their families. Getting people connected to a higher purpose will make them more passionate about their work.

Simon Sinek said it best, “Working hard for something you don’t care about is called stress; working hard for something you believe in is called ‘passion’. “ Make sure your team knows their work matters.

Spent my weekend at IKEA.

Then HomeCenter.
Then back to IKEA.
Then another furniture store.

Repeat.

My wife is on a mission to furnish our new home in Qatar.

Every cushion analyzed.
Every rug debated.
Every lampshade considered from seventeen different angles.

I loathe it 😫. 

Walking around endless showrooms making decisions about throw pillows is not how I want to spend my Saturday.

But here’s what I’ve learned after 20 years of marriage:

Sometimes you do things you don’t enjoy because the end result is worth it.

My wife has an eye for design that I completely lack.

She sees potential where I see empty space.
She creates warmth where I’d leave stark walls.
She transforms a house into a home.

So I’ll spend my weekends trailing behind her with the trolley 🛒. 

Because I know once she’s worked her interior design and organizational magic, it’ll be worth every painful hour in the soft furnishings section.

This is exactly like building a profitable firm (you knew it was coming right😄...)

Most of the work isn’t glamorous.

Documenting processes? Tedious.
Training team members? Time-consuming.
Setting up systems? Exhausting.

You’d rather be doing the client work.
The strategic stuff.
The parts you actually enjoy.

But if you skip the foundation work, you end up with a house that looks nice but doesn’t function.

My wife could throw together a room quickly without proper planning.

But it wouldn’t flow.
The colors wouldn’t work.
The furniture would be in the wrong places.

Same with your firm.

You could skip the systems and just keep doing everything yourself.

But you’ll never scale.
You’ll never extract yourself.
You’ll be forever trapped doing £200 tax returns instead of £20k advisory work.

The boring work creates the freedom.

Process documentation gives you time back.
Proper training means your team can deliver without you.
Good systems mean clients get consistent service.

I might hate furniture shopping now.

But in three weeks when I’m sitting in a beautifully designed home office, working on strategy instead of compliance, I’ll be grateful my wife made me do it.

What boring foundational work are you avoiding in your business?

PS: My wife has already organized our storage perfectly with labeled boxes and systems for everything. Meanwhile, I can barely find my car keys. Sometimes you just have to trust the process and let the expert do their thing 🤷‍♂️.

I went from BIG 4 accountant → running my own firm.

I had to unlearn a lot of skills that were no good for running my own business.

❌ BIG 4 firms price by the hour
✅ Smaller firms can earn more by charging for value

❌ BIG 4 firms hire and train junior staff
✅ Smaller firms need experienced staff who can take on responsibility

❌ BIG 4 firms make staff do timesheets
✅ Small firms attract talent by having a culture of trust and accountability. 
Without tracking time in 6min increments 🤣

These are my experiences.

Everyone is different.

But I’ve found that a lot of the bigger firm practices are a little outdated.

And because they’re the size of juggernauts change takes time.

Which leaves room for smaller, more agile firms to take advantage of new opportunities and get ahead.

Good accountants charge £200/mo
Great accountants charge £2000+ /mo

The difference?

The firms charging the most are not paid for tax returns.

Our clients pay us to:

⏰ Take complex tasks off their hands
💸 Keep more money in their pockets.
💊 Take away the risk of things going wrong.
😄 Give them peace of mind.

Or in other words, we give our clients:

⏰ More time
💸 More money
💊 Less pain
😄 More pleasure

Clients pay for the value they see in a service.

They see value in having their problems solved…

So show them how your service does that.

Just did a deal in person to buy a car in Qatar.

Met a private seller. 
Looked over the car together. 
Quizzed him on the history.

He showed me the original invoice - only bought a year ago.

There wasn't much negotiation on the price.

It was well priced already.

Deal done.

As we shook hands, it hit me:

"Something is worth what a seller is willing to sell at and a buyer is willing to pay."

That's it.

Value isn't some mystical concept.

It's not about spreadsheets showing "market rates." 
It's not about industry benchmarks. 
It's not about what you think something should cost.

It's about two people agreeing on a number.

The seller thought the price was fair for what he was offering. 
I thought the price was fair for what I was getting.

Transaction complete.

This is exactly how your accounting fees should work.

But most firm owners get this completely backwards.

They apologise for their prices. 
They justify every line item. 
They negotiate with themselves before the client even responds.

"I hope this isn't too expensive..." 
"I know it seems like a lot, but..." 
"Would you be happy with a discount if..."

Stop it.

If you've priced your service based on the value you deliver, then stand behind that price.

The right client will see the value and say yes. The wrong client will try to negotiate and you'll politely decline.

Just like that car seller.

He knew what his car was worth. 
He wasn't desperate to sell. 
He wasn't apologising for the price.

When I asked if there was any flexibility, he simply said:

"This is what it's worth. If you want it at this price, great. If not, that's fine too."

Confidence.

Not arrogance. 
Not desperation. 
Pure confidence in the value of what he was offering.

That's how you should present your fees.

"This is what it costs to work with us." 
"Here's what you get for that investment." 
"If that works for you, let's move forward."

No apologies. 
No discounts. 
No justification.

Because the right clients aren't looking for the cheapest option.

They're looking for the best solution.

And they're happy to pay for it.

When both parties feel good about the exchange, that's when you know you've got the pricing right.

How confident are you when presenting your fees to prospects?

PS: The car seller was so confident in his pricing that he had three other people interested. Nothing drives demand like knowing your worth and sticking to it.

I’m sick of seeing great #accountants struggle to get new clients 😞.

Having helped 300+ accountants to attract high quality clients and grow their firms..

I’m going to reveal the exact system they use (and that i’ve used) to do so, for the first time ever.

There’s never been a bigger opportunity than now to be a firm owner and build a business that gives you the life you want 🙌

Want access 100% free?

Comment “GROWTH” below and I’ll send you the link.

I took 3 weeks off in August to move country.

No emails.
No calls.
No content creation.
No networking.

I was literally on the other side of the world dealing with visas, house hunting, and settling the family in.

But here's what happened while I was "off"...

My accounting firm brought in £38,000 in recurring fees.

New clients booked meetings directly into our calendar.
Prospects downloaded our resources.
High-value leads kept flowing in.

All whilst I was completely disconnected from the business.

This is what happens when you build a marketing system instead of being the marketing system.

Most accountants I speak to are trapped in the hamster wheel:

→Posting daily on LinkedIn hoping for visibility
→Attending networking events every week
→Chasing referrals that may or may not come
→Working IN their practice instead of ON it

But there's another way.

A way to attract premium clients that doesn't require you to be "always on."

A system that works 24/7, bringing qualified prospects to your door whether you're working, sleeping, or moving countries.

It's the same system that consistently brings us 5-7 qualified meetings every week.

The same system that's generated over £500k in new business for my practice.

The same system that lets me focus on what I love - helping accountants like you build firms that give you freedom.

If you're tired of trading your time for every lead and want a marketing system that works even when you don't...

Comment 'SYSTEM' below and I'll send you the details.

Stop being a slave to your marketing.

Build something that works for you instead.

PS: Moving countries is stressful enough without worrying about where your next client is coming from. Having a system that runs itself? Priceless.

4 apps I use every day to maximise my productivity:

1. Slack

I’m a fan of asynchronous communication rather than long drawn out meetings. Meaning if you can get something done or delegated through a few to and fro messages then you’ll save a ton of time.

Our preferred ‘instant comms’ tool is Slack. Think WhatsApp but for business where you can have different ‘channels’ for different projects and different people in each. Because we have a remote team it helps us stay connected with each other and also try and emulate some of that lost office banter!

I also use Zapier to send alerts into Slack channels for things that are happening that I’d like to know about. Eg when we win a new client it pops up in our ‘new clients won’ channel. When we get a Google review it pops up on our ‘general chat’ channel. When someone buys a copy of the Four Pillars it pops up on our ‘marketing’ channel 😊.

We use the free version for our team of 13 and works fine for us.

2. Notion

I love Notion. It’s my second brain. I run my entire second coaching business on it. It allows me to manage all my hundreds of social media posts, video edits, blog posts, tasks and other projects all from one central place without overwhelm and with uber efficiency. It’s collaborative nature means I can easily work on a million and one things with my remote team that are spread across 3 continents seamlessly.

I use the paid version because I also use it as a portal to give access to resources to members of the @pac and because I can restore a previous version if anything gets mistakenly deleted!

3. Calendly

Another tool I’ve been using since 2019 which I love ❤️. It’s saved me so much time booking meetings and means my PA can spend time doing much more valuable stuff than looking after my diary. We use the advanced features on the Team version so that we can route new client enquiries to different people in the team and filter out those that aren’t a good fit. Not to mention great for intelligence gathering before a new client meeting (or even new hire interview!). Works a treat.

4. Fathom.ai 🤖 

My trusted notetaker for meetings. I use the paid version and it’s phenomenal. Can’t imagine a world without it. Allows me to concentrate fully on the person I’m talking to over Zoom knowing that the meeting notes will contain the pertinent points. Great for my coaching calls, interviews and prospect calls. Our brains are not designed to store information so this is really where AI is a game changer. I can also then share with my team for a seamless handover.

What are your favourite tools that make life easier?

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).

Recently 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 1,742 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. Comment “four pillars” below👇

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

Accounting Firm Owners With The Four Pillars Book

17 years of mistakes.

Condensed into a few hours of reading.

Look, I'm not going to sugarcoat it.

When I bought my accounting firm, I had no idea what I was doing.

I worked 60+ hour weeks.
I undercharged clients.
I hired the wrong people.
I lost money on bad pricing.
I burned out trying to do everything myself.

Took me years to figure out what actually works.

And I wasted a lot of time and money along the way.

So I wrote it all down.

Every mistake I made.
Every lesson I learned the hard way.
Every system that finally clicked.

The result?

A blueprint for building an accounting firm that gives you time, money, and freedom.
Not just revenue. Actual freedom.

This book is for you if:

You're struggling to win the right clients.
You're working too many hours in the practice.
You know you're undercharging but don't know how to fix it.
You want to build a business that actually makes you proud.

Here's the thing:

You can spend the next 5-10 years figuring this out yourself.
Making the same expensive mistakes I made.
Learning through trial and error.

Or you can read what I learned in a few hours.

The book is free.
You just cover shipping.

I wrote this because I wish someone had handed me this roadmap when I started.

Would've saved me years of stress and six figures in mistakes.

If you're an accounting firm owner who's done with the struggle...

Link's above this post. ☝️

Grab your copy. Read it. Apply it.

Then come tell me which chapter hit hardest.

Good accountants charge fixed fees

Great accountants charge a bespoke price by factoring in:

📌 Scope

- No. of transactions
- No. of employees
- No. of properties

📌 Complexity

- Nature of VAT supplies
- Tax issues specific to the sector
- Data sources for income received

📌 Risk

- Size of business
- Cash transactions
- Reporting to regulators eg FCA

📌 Client preferences

- When they will give the information by
- The level of access they want ie partner, manager, junior
- How often they want to meet and where
- How soon they want it done
- Response times they expect

📌 Payroll services

- The number of employees
- How soon they provide the information
- Paper or electronic payslips

A profitable firm is built on a good pricing system - not going with gut feeling!

I built a system for pricing for accountancy firms.

I know it works because my team use it without my input.

I explain it in more detail in Chapter 3 of my book “Pricing the Value: a Systemised Approach”

Want a free copy? 

Comment “pricing system” below 👇 (make sure we’re connected so I can DM you the link).

I spend < 5 hours a week running my firm.

How?

By not being a control freak 🤷🏻‍♂️

As firm owners we think:

- No one can do the job as well as us
- It’ll be quicker for me to just do it rather than having to show someone else
- The clients need to meet me and only me
- I have to be around the office otherwise my team won’t work

That’s exactly what keeps you working crazy hours and tied working IN the business (I’ve been there)

Instead:

- Create process notes and Loom videos on HOW you do things then delegate to your team
- Hand over client relationships to your team and trust them to deliver (the client doesn’t care that the answer comes from you - they just care that they get the answer)
- Your team don’t expect you to do the work - they expect you to lead them to do their best work.

Just because it’s always been done doesn’t mean it has to keep being done.

Challenge yourself to do different - break the status quo 🙌

Visit Reza Hooda FCA CTA for more

Just popping over to Dubai 🇦🇪 from Doha for a few days on Capture Accounting business.  

Need to renew my visa and ID and whilst I’m there will be recording some podcasts 🎙️ and catching up with friends and clients. 

If you’re in town let me know 😎. 

Ps: I don’t mention this much here (because we have a marketing system for the firm that generates business without using my social media 😉 but at Capture Accounting we help business owners set up and relocate to Dubai (and now Doha). This service has been very popular in recent times for UK business owners wanting to exit 😌🤷‍♂️. If it’s on your mind and you want to learn more, lots of specific content for this on the Capture YT channel & website or get in touch with my colleague Brendan Woodward if you’re ready for a chat.

PPS: the PS turned out to be longer than the post 😅 (at least you read it 😉😄)

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“I’ve outgrown the support I had. I need a coach who’s actually built what I’m trying to build.”

That’s what this Scottish firm owner told me when she joined my 121 coaching programme last week.

She’s built her firm up from scratch in just two years…

✅ 120+ clients
✅ Weekly new sign-ups
✅ A lean team and outsourced support
✅ Clear vision for who she wants to serve (healthcare: opticians, pharmacists, dentists)
✅ £2k/month recurring fees landing through conversations alone

But…

“I don’t want to do this on my own anymore.”

She tried the generalist coaching programme route. It was helpful at the start.

But as she grew, it didn’t meet her where she was anymore.

No clear structure.
No specialist support.
No one who’d actually scaled a firm like the one she wanted.

She wanted a sounding board.

A proven roadmap.

Someone who could show her how to grow without burning herself out.

So she invested in herself and joined my hybrid programme — 121 coaching + mastermind.

And here’s what stood out:

“I’ve got three goals on my wardrobe. I look at them every day. I don’t want chit-chat. I just want help hitting those goals.”

🔥 That’s coaching gold.

Driven. Action-taker. Clear on the outcome.

This is exactly who the programme is for.

If you’ve outgrown where you’re at…
If you’re onboarding clients but lacking direction…
If you’re ready to scale intentionally, not just frantically…

Then maybe it’s time you invested in you too.

🟨 Comment “121” below and I’ll send you the details.

95% of our accounting clients come from content we created for free.

Zero ads.
Zero cold outreach.
Zero social media (for that business).

Here's the thing:

I wear 2 hats.
One for coaching accountants (that's you).
One for my accounting firm.

Problem was, my social media was all about helping accountants.
But my firm's clients are content creators and influencers.

So I had to get creative.

YouTube and blog posts.
That's it.

I wasn't trying to go viral.
I wasn't posting 3 times a day.
I was just creating content that answered the questions my ideal clients were already asking Google.

But here's where it gets interesting:

A couple of weeks ago in Dubai, I interviewed 4 of my clients.
Hour-long conversations about their journey, their challenges, their wins.
I just asked questions. They did the talking.

Now here's what you can do with this:

Book a podcast studio (or just use Zoom).
Interview 4-5 clients in your niche.
Let them tell their story.
Publish it on YouTube.

If you're serving dental practices, interview dentists.
If you're serving ecommerce brands, interview ecommerce founders.
If you're serving restaurants, interview restaurant owners.

Their audience becomes your audience.
You automatically position yourself as THE accountant for that space.
No expensive ads required.

"But Reza, I don't have money for fancy equipment."

Neither did I when I started.
Your phone camera works fine.
YouTube is free.
Writing blog posts costs nothing but time.

Stop waiting for the perfect setup.
Start creating content that positions you as the expert.

Who's your ideal client?
And what question could you answer for them today?

You're running an accounting firm.

But nobody taught you how to run a business.

Let me guess:

You spent years training to be an accountant.
You learned debits and credits.
You memorized tax codes.
You passed exams.

But did anyone teach you how to price your services?
How to sell without feeling pushy?
How to lead a team?
How to market yourself?

Nope.

Here's what's wild:

All that information is out there now.
YouTube. Podcasts. Books. Communities.

People who've scaled to £5M+ firms are sharing exactly what they did.
The mistakes they made.
The systems that worked.
The ones that didn't.

There's literally no excuse anymore for "I don't know what to do."

But here's the kicker:

Most firm owners STILL spend their days doing accounting work.
The work they should be delegating.
The work their team should be handling.

Meanwhile, the business skills you actually need?
Marketing. Sales. Leadership. Pricing. Operations.

Those get ignored.

Listen, I get it.
It's easier to do the work you know.
Client work feels productive.
It's comfortable.

But if you want to scale past £500K, £1M, £2M...
You need to stop being the technician.

Your job isn't to do the accounting.
Your job is to build the business.

Invest in yourself.
Learn the skills they didn't teach you in training.
Become a better business owner.

That's how you do right by your team.
That's how you serve your clients better.
That's how you build the life you actually want.

Get accountants to do the accounting.
You focus on growing the damn business.

What's the one business skill you need to develop this year?

Met with Hashim yesterday.

Left Meta in August.
Built his practice to £110k revenue while still employed.
Just closed his first £25k deal using our VFO brochure.

He's been following my content for 4 years.

Never bought a course from anyone else.
Never followed multiple mentors.
Just chose one person and stuck with it.

"I don't follow different people. I only have one mentor like you."

Most people try to learn from everyone.

They read every business book.
They follow 20 different gurus.
They consume content from every expert in their field.

Then wonder why they're overwhelmed and never take action.

Hashim did the opposite.

He picked one path and followed it religiously.

Even created a OneNote file where he saves every post I make.

The results speak for themselves:

Used to charge £250 for compliance work.
Now charges £2,000+ monthly for VFO services.

Here's how he closed that £25k deal:

Met with a US entrepreneur opening his first UK restaurant.

Took our VFO brochure, rebranded it, and spent 30-40 minutes walking him through the value difference between a bookkeeper and a virtual finance director.

"You can get a bookkeeper for £3k who just crunches numbers. I'll be your strategic partner, doing cash flow analysis, financial health checks, profit optimization."

He positioned it as consultancy, not accounting.

The client expected to pay £8k-£10k.

Hashim pitched £30k, negotiated to £25k for the first restaurant.

Plus separate VFD fees on top.

One conversation. One client. £25k+ annual value.

But here's the genius part:

He doesn't actually have a team yet.

He created email addresses for fictional employees:

- Luke (payroll specialist)
- Mariam (VAT expert)
- John (bookkeeper)

Clients email "Luke" about payroll queries.
Hashim responds as Luke.

It's about perception of value.

When clients think you have specialists, they don't question premium pricing.

Hashim's goal?

Double his revenue to £260k in 12 months.
Then extract himself and move to the Middle East.

This is what happens when you:

- Pick one mentor and follow them completely
- Focus on implementation over consumption
- Take action instead of learning more
- Use proven frameworks instead of reinventing

Most people suffer from shiny object syndrome.

They jump from course to course.
Strategy to strategy.
Mentor to mentor.

Never giving anything enough time to work.

Hashim proved that depth beats breadth every time.

Four years of focused learning from one source delivered better results than most people get from a decade of scattered education.

The lesson?

Stop consuming.
Start implementing.

Pick your path and stick to it until you get results.

Who's your one mentor, and are you following their advice completely?

PS: Hashim told his accountant friends about our approach at dinner last week. They asked if I was paying him to promote me. That's the sign of someone who's genuinely transformed by what they've learned.

I interviewed someone last week and this is what I learned about how to LOSE good people

❌ Make your team do timesheets

Your team hate them.

Sometimes things just take longer.

Their value is not tied to the entries they put on the timesheet.

❌ Underpay your team members

Money is not a motivator but NOT paying market rate is a de-motivator.

Make sure you are being fair to your team and don’t wait for them to ask to give them a pay rise.

Because they might not and start looking elsewhere instead.

❌ Not allow them to grow

Good people want to grow.

They want a challenge.

They want to be able to add real value to clients and be respected.

Don’t turn them into factory workers by just giving them job after job to churn out.

If you’re not doing those, you’re all good 😅

🔊 Calling all high performers here - what else would you add to the list? 👇

Taplio

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