How Jeri Williams Built Smooth Accounting: A Journey from Garage Startup to Global Expansion

In this interview, Jeri Williams opens up about her entrepreneurial journey, the challenges she’s faced, and her strategies for leveraging technology to build a thriving business while maintaining balance and a personal touch.

Can you share a brief note about yourself?

I'm Jeri Williams, the founder of Smooth Accounting, a thriving accountancy practice that serves clients in both the UK and Smooth Dubai, a company formation and accounting firm in the UAE. I started my firm in the UK in 2016, and expanded to Dubai in 2022. I'm passionate about leveraging technology and automation to provide efficient accounting solutions and am currently building initiatives such as the Digital Accountants Club to help accountants embrace AI and digital transformation.

Why did you choose to start a business?

I wanted to create a business that not only allowed me to provide high-quality accounting services but also gave me the flexibility to balance my professional and personal life. I’ve always been driven by the desire to build something of my own, and starting my practice allowed me to make a real impact on my clients' businesses while also providing the best life possible for my two sons.

How did you start your business?

In the early days, I worked from my garage with just a laptop and a clear vision. I focused on delivering excellent service, leveraging software to stay efficient, and building strong relationships with my clients. I relied heavily on social media to market my business and took every opportunity to network and grow. It wasn't always easy, but by staying focused and committed to continuous learning, I was able to scale the business steadily.

What do you wish you’d known before you started your business?

I wish I had fully understood the importance of setting boundaries early on—whether with clients, staff or business commitments. It's easy to get caught up in the hustle and forget about the bigger picture. Other than that I don’t think I would change anything about my journey. It has led me to where I am today which I’m eternally grateful for.

Did you have any support in your journey?

Yes, I’ve been fortunate to have an incredible support system, from my long-term team members who have been with me for years, to mentors and peers within the accounting industry. Networking groups, events, and connections have also played a key role in providing guidance and inspiration along the way.

What is your greatest challenge as a business owner?

One of the biggest challenges has been managing growth while maintaining the high standards and personal touch that set us apart. Expanding to Dubai presented unique regulatory and operational challenges, but with the right processes and team in place, we've been able to overcome them.

What advice would you give to your past self before opening your own business?

I’d tell myself to trust the process, focus on the long-term vision, and not get overwhelmed by the day-to-day struggles. It's important to stay adaptable, invest in the right tools, and always prioritize delivering value to clients.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Embrace technology and automation from day one. Building efficient systems will allow you to scale without burning out. Also, never underestimate the power of networking and membership groups—surround yourself with like-minded entrepreneurs, learn from their experiences, and always be open to new opportunities.