Digital Practice Conference 2023

ICAS Digital Practice Conference

Written by David Menzies, Director of Practice

“Client experience is at the heart of every digital firm.” “Not just KYC but RKYC - Really know your client.” “Client lifetime value.” Just three of the key phrases I came away with from the recent ICAS Digital Practice Conference, in association with Xero.

The conference brought leading UK accountancy firm mentors and speakers together with a range of CAs for a thought provoking, strategy focussed day to consider what might be required to implement meaningful changes within firms, helping them be fit for the future.

For a digital focussed conference, while there was plenty of talk about software and apps that firms use and how to create efficient processes, a recurring theme throughout the days panel sessions, presentations and roundtables was the human element.

As Will Farnell said, “You cannot be a digital firm without being a human firm.” Or as Allan Davidson, Digital Transformation Consultant with Xero put it “Digital is a mindset – a collaboration of people, processes and platforms.”

At the centre of every accountancy firm is the client. So perhaps the phrases mentioned at the start are not unexpected. However, in the context of a digital practice conference, they took me by surprise. After all, when I asked at the start of the conference what words or phrases sprung to mind when thinking about a digital firm, overwhelmingly the most thought of phrase was around efficiency. This backs up previous ICAS practice surveys when we have looked at the drivers behind the adoption of technology and software. The focus and drive towards a digital firm has been inward – the ‘what’s in it for me syndrome.’

It is estimated that only around 5% of firms in the UK are truly digital. Simplistically, perhaps that’s because 95% of firms have their focus in the wrong direction.

A significant part of the value in the day was the willingness of participants to exchange information amongst peers. The keynote presentation and roundtables lead by Carl Reader demonstrated this perfectly where topics under discussion included tech that has made a real difference to the firm and what’s working for client relationships.

While the day provided plenty of nuggets to digest, a key success factor is only when action is undertaken. Carl shared a practical tool for attendees to take away and use to action the learning from the day.

James Ashford of Go-Proposal perhaps summed up why there is a need for firms to consider and adopt further digital technology “The ultimate reason for systemisation is to create incredible experiences. Customers will remember how you made them feel long after they have forgotten what you have done for them.”

Watch the ICAS Digital Practice Conference highlights now:

Speakers and panellists

Carl Reader, Chairman of d&t chartered accountants

Carl Reader is chairman at multi-award winning firm d&t and co founder of ProNation. Carl serves as Chair of the Practitioner Panel at ACCA. Carl is widely recognised as a thought leader in the accounting profession, speaking globally to accountancy audiences about a range of topics. He has been recognised as one of the leading voices on social media by ICAEW, is regularly featured in the accounting press, and was formerly a member of the Accountancy Age 35 under 35.

Will Farnell, Founder & Director of Farnell Clarke

Will Farnell is the founder and a director of Farnell Clarke Ltd, an innovative and pioneering accounting firm based in East Anglia and London, UK offering a fresh approach to SME accountancy and business advisory services. Farnell Clarke was one of the first firms globally to fully adopt cloud accounting technology back in 2009 and remains one of the most innovation firms in the UK. The firm has been named Best Independent Firm (East of England) three times at the British Accountancy Awards, including in 2019 and was awarded Medium Firm of the Year award at the Accounting Excellence awards in 2019.

Will is author of ‘The Digital Firm’ a blueprint for digital transformation. He is a regular speaker on how accounting firms can leverage technology, people and process to achieve practice growth, as well as providing consulting services to support firms in becoming a digital practice.

James Ashford, VP of GoProposal by Sage

James Ashford is the founder of GoProposal, which enables accounting and bookkeeping businesses to price consistently, sell more confidently and minimise risk with every client engagement.

He is the bestselling author of "Selling to Serve" which teaches you how to sell your accounting & bookkeeping services with unshakeable confidence for more than you thought possible, and "Untapped" which shows you how to break through the fear & grow your revenue from existing clients.

In 2021, Sage acquired GoProposal as part of their commitment to providing accounting businesses with industry leading tools, so they can build more efficient, insightful, profitable businesses themselves, and in turn, have a greater impact on their clients.

Karen Kennedy, Director of Kennedy Accountancy

Karen Kennedy set up Kennedy Accountancy in October 2020. Karen is based in Dornie and Kennedy Accountancy serves first and foremost the local business community in Lochalsh & Skye, with a focus on utilising technology as much as possible and helping clients run better businesses. Karen won New Business of the Year 2022 at the Highland Business Women and was a Finalist in New Firm of the Year at the Accounting Excellence awards in 2021.

Suzy Kerton, CEO of Zyla Accountants

Suzy Kerton CA

Suzy qualified as a CA with Baker Tilly in 2012. After completing stints in the Cabinet Office, as CFO of Clear Books and completing her Full Time MBA at Imperial College she started her own cloud accountancy practice, Zyla Accountants, in London in 2017 to service SMEs and Startups. Zyla is a Xero Gold Partner and aims to make the finance function of their clients as efficient as possible using the latest accountancy technologies available.

Fast forward to post Covid life, a holiday to UAE in October 2020 led to her staying in UAE and founding Zyla Accountants in Dubai to offer the same cloud accountancy services that her team had mastered in London. Suzy was primarily enticed into staying in Dubai due to her love of tennis and will mostly be found at Dubai tennis stadium, either playing or watching tennis or padel!

Gregor Angus, Senior Business Development Manager Amiqus

Gregor is a former solicitor, and now Senior Business Development Manager at Amiqus. He has worked with many professional services businesses, helping them implement digital solutions to everyday problems, giving them time back to focus on the most important things.