Combination of Financial Data and Non-Financial Metrics Equals Profits for The Profitable Firm

Posted on 12th January 2016 in Customer Stories

Written by Amy Harris

Launched in 2012, The Profitable Firm have a long list of accounting clients all over the globe, and they help these accountants simplify their marketing by actually getting digital marketing done. - 3minute read

One of the things that MD Karen Reyburn and her team have noted is that whilst accountants are experts at working with their clients on their finances, this expertise is not always showcased in the digital marketing arena.  And many marketing ideas just sit on the shelf.  So the Profitable Firm team help move those ideas off the shelf and online.

FUTRLI is one of the areas that accountants were asking The Profitable Firm about in terms of marketing. How were they to market it, or share with their clients? What emails would they send? How would it be mentioned on the website?

“We already loved Xero and then we realised everyone and their brother/uncle/relative/cat were singing FUTRLI’ praises,” says Karen.  So, naturally, the next step was for the Profitable Firm to see how it worked in practicality.

Fortunately, their accountants happened to be a FUTRLI accounting partner and a Xero Gold partner.  My Accountancy Place introduced Karen and the team to the benefits of beautiful, visual management accounts.

“We were blown away,” says Karen. “We trust Xero to take care of our accounting but this tool is a business driver. The data is just there, and it is so easy. The conversations we have with My Accountancy Place have completely changed. Instead of just looking at the accounts, checking cash and profit, we’re starting to look at the non-financial numbers. We’d been working on our own KPI’s and systems for a while, but having a monthly FUTRLI meeting means that we now action things a lot faster. As a professional speaker, it is amazing for me to see the impact of metrics like this reported against our income – so we can make better decisions in future.”

The Profitable Firm is essentially a creative agency, so design is important to Karen and her team. “We love the FUTRLI visual impact,” Karen enthuses. “As a photographer and artist myself, I can understand a list of numbers, but it’s fairly dull. I trained as an accountant and know my way around a set of accounts, but as a business owner I don’t have the time or inclination to go back to that way of thinking. I want to know the interesting things, the critical numbers, and I love seeing the little coloured lines go up and up and up!”

The Profitable Firm also credit the Xero community as a big part of why they love FUTRLI. “It’s exciting to be experiencing this on the client side. So many of our accountancy firm clients are using FUTRLI exploring how best to market FUTRLI to their own clients – or better yet, incorporate FUTRLI into the services they already offer. However, it isn’t about selling a product to their client. It is a product and a service. As we’ve experienced first hand, the real value is the meeting where we run through our business in FUTRLI with My Accountancy Place – reviewing what’s coming up, how we’re performing today and what we can learn from the past few months’ trading to improve. ”

Finally, it’s not just the product and the community.  “It helped that we’d already partied with the CrunchBoarders at Xerocon and we could tell they were our kind of people,” Karen says. “This is very important to me. It’s not solely about product, it’s about personality and thinking alike. The passion and ambition the team have is infectious. They never seem satisfied with what’s available today and keep talking about what’s next. I love that.”


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