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AI in Accounting
The £24,000 opportunity hiding in one client meeting
In every client meeting lies an untapped advisory opportunity, as illustrated by a £24,000 chance discovered in a simple conversation. By focusing on key signals such as client goals, pain points, and emotional cues, firms can transform their approach to meetings into valuable insights.
Trent Mclaren · 7 Aug 2026 · 5 min read
AI in Accounting
Real firms, real builds: what accountants are creating with AI right now.
In a recent panel at The Firm's AI in Practice Summit, three accountants shared their journeys of creating effective internal tools using AI vibe coding, despite initial coding challenges.
Trent Mclaren · 24 July 2026 · 5 min read
Firm Operations
The Firms Pulling Ahead Aren't the Ones With the Most Software
In a landscape flooded with accounting software, the key to success lies not in the number of tools but in optimising people and processes. Firms that focus on structuring roles effectively and aligning their teams with clear goals will thrive, while those overwhelmed by technology will struggle.
Trent Mclaren · 3 July 2026 · 5 min read
AI in Accounting
The profession spent twenty years tracking the wrong thing
The accounting profession has historically focused on financial metrics while neglecting the crucial client conversations that drive relationships. With the emergence of vast data from client interactions, firms can uncover missed opportunities and respond proactively to client needs.
Trent Mclaren · 22 May 2026 · 7 min read