Time on our hands

Paul Barnes is the managing director of My Accountancy Place, which provides accounting and finance services to digital agencies. The practice, which operates with two directors and 15 staff, uses AdvanceTrack® to free up its team to provide deeper and more valuable services to clients. He explains the practice’s strategy, and development beyond compliance work.

Paul, tell us about your practice

We are a niche firm based in Manchester. We only service one industry: digital agencies providing marketing, creative and digital services, predominantly in the North West. We turn away those that don’t fit that. Our practice works using Xero technology.We have moved from being a ‘good, proactive firm of accountants’ to a full finance outsourced function. Rather than clients building their own finance team, we provide the full finance function. This encompasses strategy, financial control, making sure their systems run smoothly, and bookkeeping. My team works across clients (from our office), but spend a lot of their time with those clients in their offices.We can do just compliance, but we can do the whole lot. We bring industry expertise and systems expertise to the table as well.

When did you start using AdvanceTrack®, and why?

We started My Accountancy Place in 2014, and began using AdvanceTrack® in mid-2015. For the compliance function and historical accounting services that we provide, these are becoming more and more commoditised. It was an opportunity for us – we have real skills to grow and improve our clients’ businesses but were restricted by the amount of compliance and bookkeeping work.So, we streamlined that offering and outsourced, allowing our team to spend more time on the more rewarding and challenging work that truly makes a difference to our client’s businesses. For the value provided by AdvanceTrack® in terms of cost and service level, it was a complete no-brainer. It has removed the headache of managing that service, and we can use highly-qualified accountants from the start with our clients.

What impact has AdvanceTrack® had on the running of your practice?

Everyone in the practice has moved up a gear or two in terms of what they can give clients. When you sign up new customers, the on-boarding process can be challenging and you’re under pressure to provide value straight away. Now we can map out clients’ processes straight away – then that becomes an ongoing task run through AdvanceTrack® and it just repeats.We then get on with our job of advising clients. Anything non-client-facing goes to AdvanceTrack®; some of that is complex work but AdvanceTrack® can do it. Straight away we can start improving the clients’ business.

What is the future for your practice? What are you looking to achieve, and how?

There is still a lot of confusion in the accountancy market around what ‘advisory’ is all about. For us it’s about simplifying the journey the business goes on. We want to illustrate that journey through our own IP, delivered through workbooks, guides and workshops… moving the client away from the office and allowing them to focus on strategy and growth and to help them short-cut the mistakes and bad investments. We’re seeing small businesses now starting to expect what big businesses expect from their professional advisers, and they have every right to. Speak to AdvanceTrack® about helping you create a modern and pro table practice. Call us on +44(0)24 7601 6308 or email advice@advancetrack.com.

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