AVN – The Accountants Network is a UK-based membership organisation that supports ambitious accountancy firms with coaching, peer support and practical resources to help them build profitable, sustainable practices.
The discussion pulls back the curtain on Rachael’s journey from corporate finance to building a multi-award-winning practice and the strategic decisions that have helped her firm get noticed in a crowded marketplace.
“I gave up my corporate role in the middle of 2021, in the middle of a pandemic and started the business in my back bedroom,” Rachael explains. “That will sound familiar to a lot of people.”
Today, Chadwick Accountants has grown into a 16-strong team with a prominent high-street presence just outside Stratford-upon-Avon. But growth, Rachael says, was never just about scale.
“Our USP is that we all come from industry,” she says. “We’re ex-finance managers, ex-CFOs, accounts assistants, we’ve actually sat on the client side of the table. That changes how proactive you are and how much you really support businesses.”
During the episode, Emma explores the two key drivers behind Rachael launching her own firm: frustration with toxic corporate cultures and a determination to raise standards within the profession.
“I felt like the only way I was ever going to find the culture I wanted was to create it,” Rachael says. “And having worked in industry, I also saw a real gap for proactive accountants who genuinely help clients, rather than just reacting after the fact.”
A major turning point in the firm’s visibility came through awards. Rachael openly discusses how entering awards initially felt like a gamble and how persistence paid off.
“Our first entry came from an email landing in the inbox from Accounting Excellence,” she explains. “We didn’t win, but just being finalists put us in rooms with firms we never thought we’d be alongside and clients noticed.”
That experience sparked a more strategic approach. By refining strong case studies and reworking them across multiple categories, Chadwick Accountants went on to win six awards in a single year.
“The PR has been incredible,” Rachael says. “We’ve been picked up by local papers, we’re far more visible nationally, and new clients come to us already trusting what we do.”
The conversation also tackles one of the biggest challenges firm owners face: balancing profile-raising with running a busy practice.
“As accountants, we’re experts in finance, not marketing or PR,” Rachael says. “You have to recognise that and outsource to people who are better than you.”
The episode closes with practical advice for firm owners overwhelmed by the noise of sales pitches and marketing promises.
“Use recommendations,” Rachael advises. “If someone comes to you through a referral, they’re already 90% sold. Treat your suppliers the same way.”
The full episode is available to listen to now on our Podcast, FFS For Finances Sake: Secrets of a Multi-Award Winning Accountant.
For practical insights on tax planning and protecting your wealth, follow Chadwick Accountants on LinkedIn, Facebook and Instagram, and tune in to our podcast, FFS: For Finances Sake.
