I joined FreeAgent's founding sales team at a time when accounting software for freelancers and small businesses was still a genuinely new idea. I closed £1M in my first year and was part of the team that took the business through a £56M acquisition by NatWest. That was my first lesson in what it looks like when product, sales, and timing all converge.

The companies that win in accounting technology aren't the ones that build the best product. They're the ones that understand the moment their customer is standing in.

At Countingup I built the commercial function from scratch — zero to 35,000 customers, £10M ARR, and £15M in venture capital raised from Sage, ING Bank, and Framework. That engagement taught me what it actually takes to scale a fintech through the accountancy channel: relationships earned over years, messaging that speaks to specific practice pain points, and a product that makes the accountant look competent in front of their clients.

At IRIS Software Group — the largest accounting software company in Europe — my teams generated over £10M in new business and closed enterprise deals with Deloitte and EY. Different scale, same fundamentals: know the channel, know the customer, build the commercial infrastructure that makes growth repeatable.

I founded VIA to bring that experience directly to other accounting technology companies. VIA is now part of Clear Books, where I'm CEO. In my first 3.5 months I drove significant new customer growth through product changes and in-app messaging I personally designed — achieving more than double the SaaS industry average conversion rate.

If you're in UK accounting technology — as a founder, investor, or practitioner — I'd like to be connected.