{"id":95986,"date":"2025-06-12T11:57:19","date_gmt":"2025-06-12T11:57:19","guid":{"rendered":"https:\/\/silverfin.com\/resources\/london-panel-unlocking-accounting-growth\/"},"modified":"2026-02-16T13:24:09","modified_gmt":"2026-02-16T13:24:09","slug":"london-panel-unlocking-accounting-growth","status":"publish","type":"post","link":"https:\/\/silverfin.com\/en-ie\/resources\/london-panel-unlocking-accounting-growth\/","title":{"rendered":"The Power of Community: Unlocking Collective Growth in Accounting"},"content":{"rendered":"\n

At a recent industry event (Accountex London 2025<\/span>), a dynamic and thought-provoking panel brought together three prominent leaders in accounting technology and bookkeeping to explore a transformative theme: the power of community.<\/strong><\/p>\n\n\n\n

Moderated by Phil Hobden<\/a> (Sage), industry experts John Goree<\/a> (Engager.app), Kirsty Mitchaell<\/a> (FreeAgent), and Zoe Whitman<\/a> (The 6 Figure Bookkeeper), delved into the powerful role of community within the accounting sector. They discussed how fostering a strong sense of community fuels collaboration, continuous learning, and mutual support \u2013 especially during challenging periods like the pandemic. Each panelist shared valuable insights on cultivating distinctive communities that not only drive product innovation but also turn customers into passionate advocates. The discussion underscored the value of creating inclusive, safe spaces where members feel empowered to connect and share experiences \u2013 ultimately proving that community isn\u2019t just a support system, but a strategic driver of business success.<\/strong><\/p>\n\n\n\n

Introducing the leaders driving the movement:<\/strong><\/p>\n\n\n\n

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Zoe Whitman<\/a> \u2013 Business Coach & Co-Founder, The 6 Figure Bookkeeper<\/em><\/strong><\/p>\n\n\n\n

Zoe\u2019s passion for community building traces back to a Facebook group launched by her co-host, Jo Wood. Originally intended to document Jo\u2019s journey to a six-figure business. What began as a personal space has since evolved into a thriving hub for bookkeepers, offering mentorship, practical advice, emotional support, and a welcoming environment to engage with podcast content and connect with peers.<\/p>\n\n\n\n

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Johann Goree<\/a> \u2013 Head of Growth & Community, Engager.app<\/a><\/em><\/strong><\/p>\n\n\n\n

Johann intentionally designed his community to centralise user feedback, reduce costly marketing expenditures and foster a closed-loop ecosystem where customers actively influence the future development of his product.<\/strong> Today, Engager\u2019s Facebook group supports over 1,500 firms, with Johann personally engaging and responding to posts daily.<\/p>\n\n\n\n

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Kirsty Mitchaell<\/a> \u2013 Head of Marketing, FreeAgent<\/a><\/em><\/strong><\/p>\n\n\n\n

Kirsty\u2019s mission is to cultivate genuine advocacy by ensuring FreeAgent\u2019s customers feel deeply understood. Leveraging community platforms, roundtables, and partnerships with esteemed accounting coaches, she has helped transform FreeAgent\u2019s user base into a thriving movement.<\/strong><\/p>\n\n\n\n

Why community is a cornerstone of today\u2019s accounting profession<\/strong><\/strong><\/p>\n\n\n\n

The profession of accounting has evolved. The rise of tech, remote work, solo practices and global clients has made it easier than ever to work independently \u2013 but also more isolating.<\/p>\n\n\n\n

The accounting profession has undergone significant transformation. With the rise of technology, remote work, solo practices and a global client base, it\u2019s now easier than ever for accountants to work independently \u2013 yet this shift has also introduced new challenges, including increased professional isolation.<\/strong><\/p>\n\n\n\n

Communities play a crucial role in bridging this gap:<\/strong><\/p>\n\n\n\n

1. Psychological Comfort & Safety – <\/strong>Zoe highlighted the importance of creating a safe and supportive environment within online communities, noting; “We wanted a space where people could ask what they felt were \u2018silly\u2019 questions without fear of judgment.” During the COVID-19 pandemic, this community became a vital lifeline for bookkeepers navigating the challenges of childcare, uncertainty and launching new businesses.<\/p>\n\n\n\n

Takeaway: <\/strong>A well-moderated community isn\u2019t just a helpdesk \u2013 it\u2019s a safe space for emotional resilience.<\/strong><\/p>\n\n\n\n

2. True Advocacy –<\/strong> Johann has demonstrated that a community-first strategy can surpass traditional marketing in both reach and effectiveness. With an investment of just \u00a33,000 over two years, Engager successfully onboarded 1,500 firms across four continents. “I\u2019d rather invest in our users being our champions than in SEO ads.” His group functions as a transparent, public demonstration for prospective clients, allowing them to observe authentic customer experiences in real-time.<\/p>\n\n\n\n

3. Product Insights & Innovation – <\/strong>FreeAgent\u2019s tiered community program, initiated once firms achieve \u201cbronze\u201d status (10+ client users), establishes a direct channel for authentic feedback. Monthly Zoom sessions, moderated by industry veterans such as Will Farnell <\/strong>and Lucy Cohen<\/strong>, ensure discussions remain anchored in practical, real-world expertise. The feedback loop has allowed us to pivot and prioritise features based on what accountants actually need \u2013 not what we assumed.<\/strong>\u201d<\/em><\/p>\n\n\n\n

Takeaway: <\/strong>Communities don\u2019t just use your product \u2013 they help build <\/em>it.<\/p>\n\n\n\n

Key drivers of community success<\/strong><\/p>\n\n\n\n

As the panelists observed, not all communities are created equal. While it is easy to launch a Facebook group or Slack channel, the critical question remains: how do you create a culture where people want to stay, share, and grow?<\/strong><\/p>\n\n\n\n

The key components include:<\/p>\n\n\n\n

Consistency & Visibility<\/strong><\/p>\n\n\n\n

All three leaders concurred that founders and executives must maintain an active presence<\/strong>. Whether responding to inquiries, hosting webinars, or participating in calls, consistent visibility is essential for building enduring trust.<\/p>\n\n\n\n

Johann mentioned:<\/p>\n\n\n\n

So, a lot of people within the last twenty four hours have said, oh, so, Johann, does this mean you\u2019re stepping away, now you\u2019ve sold Engage it to TaxScout? No, no \u2013 I\u2019m staying. Oh, yeah, but you\u2019ve got bigger things to do now, haven\u2019t you?<\/em><\/p>\n\n\n\n

\u2013 Johann<\/p>\n\n\n\n

Clear Boundaries<\/strong><\/p>\n\n\n\n

Zoe and Johann both emphasized the detrimental impact that negative behaviour can have on community culture. Zoe recounted an instance where she removed a member just ten minutes after readmitting them due to an immediate violation of community guidelines.<\/p>\n\n\n\n

\u201cThat\u2019s why this culture is so important. People aren\u2019t going to share anything, if they don\u2019t feel it\u2019s a safe space \u2013 yeah. And I think that\u2019s really important, right? All three of you have built communities, where people are safe to talk, but unless they\u2019re commenting on the success.\u201d<\/em><\/p>\n\n\n\n

\u2013 Zoe<\/p>\n\n\n\n

Defined Purpose<\/strong><\/p>\n\n\n\n

Kirsty explained that FreeAgent\u2019s community was not created as a mere formality but emerged from a genuine need to gain deeper insights into their partners and users.<\/p>\n\n\n\n

Managing conflict & negative dynamics<\/strong><\/p>\n\n\n\n

Challenges inevitably arise as communities expand, attracting criticism, disruptive behavior and occasional misinformation.<\/p>\n\n\n\n