The Connected Accountant

Wayne Findlay, Talila Kroy, Ian Aldridge
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The Connected Accountant is the essential podcast for accounting firm partners, directors, and business managers who want to grow their practice, increase profitability, and achieve freedom through strategic partnerships. Featuring three industry experts – Talila Kroy (partnerships and business growth specialist), Wayne Findlay (offshoring pioneer and chartered accountant), and Ian Aldridge (progressive lawyer working alongside accountants) – each episode explores how accountants can transform their practices through embedded partnerships. What makes this podcast different: Unlike other accounting podcasts that focus solely on technical skills or technology, The Connected Accountant addresses the fundamental shift happening in professional services: the move from transactional compliance work to becoming true trusted advisors through strategic collaboration. You'll hear from experts who have built successful businesses and helped hundreds of firms do the same. What you'll discover: • How to build a structured partnership ecosystem with 7-8 strategic partners who deliver consistent referrals • The three freedoms framework: achieving wealth, time, and stress-free living • Breaking down traditional barriers between accountants, lawyers, and other professionals • Creating seamless client experiences that strengthen relationships and increase retention • Practical strategies for scaling your practice without burnout • Real stories and proven systems from professionals who've done it themselves • How to solve capacity issues through smart partnerships and offshoring • Becoming the trusted advisor your clients need. About the expert panellists: Talila Kroy is the founder of emple and a partnerships expert who has built her career on the power of strategic alliances. After overcoming tremendous personal challenges, she discovered that what you can't achieve alone, you can accomplish with aligned partners. Through Emple's Partner Suitcase program, she helps accounting and advisory firms build partner ecosystems that deliver ideal clients consistently. Wayne Findlay is CEO and co-founder of The Back Room, a chartered accountant who built a successful practice in New Zealand with his brother Scott before pioneering an offshoring model. As an early partner of Xero and cloud technology, Wayne understands firsthand the power of partnerships and also the pressures accountants face. Today, The Back Room helps 150+ accounting firms across Australia, New Zealand, the UK, and the US achieve the "three freedoms" - wealth, time, and stress-free living. Ian Aldridge is Principal and Founder of Progressive Legal, a NewLaw firm that has advised over 5,000 businesses in the last 10 years. After 20 years practising law in Australia and the UK, Ian became disillusioned with how legal services were being delivered to small businesses - either wrong, too expensive, or both. He founded Progressive Legal to work alongside accountants rather than against them, creating seamless experiences for clients through collaboration. Episode format: Each 30-minute episode features panel discussions, real-world case studies, and actionable strategies you can implement immediately in your practice. Co-hosted by Anthony Perl, the conversations are practical, insightful, and focused on helping you build a thriving practice. Release schedule: New episodes every two weeks. A Partner Alchemy Podcast for Thought Leaders, produced through a joint venture between emple and Podcasts Done For You, bringing partnership thinking to life. Produced by: https://podcastsdoneforyou.com.au and co-hosted by Anthony Perl

Episodes

  1. Overcoming the Profit Squeeze: How Partnerships Help Accountants Deliver More Value for Less Effort

    22 JAN

    Overcoming the Profit Squeeze: How Partnerships Help Accountants Deliver More Value for Less Effort

    Episode Summary:In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge tackle the profit squeeze facing accounting firms head-on. Since COVID, professional services have seen a relentless race to the bottom, with clients shopping purely on price. Discover how strategic partnerships offer accountants a path to escape price competition, attract better clients, and future-proof their practices against AI disruption. What You'll Learn:Why the last five years have seen a race to the bottom in professional services and how to escape itWhy price-shopping clients are your worst clients and how to avoid attracting themHow to use partnership marketing through workshops, events, and shared databasesWhy clients referred by partners are far less likely to haggle over feesHow AI will create another race to the bottom and why partnerships protect youHow offshoring creates capacity for senior staff to focus on high-value advisory workWhy personal partnerships are essential for surviving the next 5-10 years of disruption Key Takeaways:Clients referred by trusted partners are far less likely to negotiate fees because trust has been transferredPartnership marketing through workshops and events gives you access to thousands of targeted prospects at minimal costAI will create another wave of price competition, making personal partnerships even more critical for protectionOffshoring lower-level work creates capacity for senior accountants to focus on high-value advisory servicesHaving 20-50 businesses continually referring work provides stability that marketing alone cannot deliver Notable Quotes:"The more personal partnerships we can create, the more we've got a chance of not just surviving the next five to 10 years, but also thriving." - Ian Aldridge "If you're an accountant and you want to stand out, have a workshop and use your partners to promote that workshop on your behalf." - Wayne Findlay "Our job is to be the very best, to provide the very highest quality of service and to showcase that to our partners so that they're so delighted with the results that we get their clients, that they just keep giving us clients." - Talila Kroy "The clients that we've found that have come through from referral partners are far less likely to haggle over fees. They've been told by their accountant, 'Hey, you need to go and see Ian and get this stuff done,' and they just go ahead and do it." - Ian Aldridge "If you're getting referrals because you're the lowest price, then you need to talk to the people that are referring to you and say, 'Don't send me those people.'" - Wayne Findlay Resources Mentioned:The Back Room Growth Calculator (thebackroomop.com) - helps firms design their future based on compliance versus advisory mixspan class="ql-ui"...

    29 min

  2. 7 JAN

    Adapting Your Accounting Business Model: Subscriptions, Advisory & Strategic Partnerships

    Episode Summary:In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge discuss how accountants must adapt their business models to thrive in a changing landscape. Learn why moving from hourly billing to subscription models, embracing advisory work, and building structured partnerships are essential for future-proofing your practice. What You'll Learn:Why subscription models create stickier client relationships for accountantsHow to transition from compliance-focused work to advisory servicesThe importance of becoming the trusted adviser on emerging topics like AIWhy structured partnerships deliver faster results than ad hoc referralsHow to leverage partnerships to access expertise without adding headcountThe power of running workshops and events with strategic partners Key Takeaways:Accountants need to move away from hourly billing to subscription models that encourage clients to seek advice freelyAdvisory work is becoming easier with AI tools, creating opportunities for accountants to add more valueStructured partnerships with clear rules and expectations prevent confusion and protect all partiesBecoming the expert on timely topics (like AI) positions you as the go-to trusted adviserPartnerships allow you to offer expanded services without hiring additional staff Notable Quotes:"If you want to become the trusted adviser, hourly rate charging for everything isn't the way to go. You need to create an environment with your clients where they can call you without worrying about being charged." - Wayne Findlay "Going through that partner suitcase and working out how to present this in the correct format—we had partners that we were working with for five, ten years and they didn't know that we did that piece of work before." - Ian Aldridge "It's about not doing that ad hoc but systemising it. Systemising is the key. All accountants understand the power of referrals—it's really about making it structured." - Talila Kroy Roundtable EventsInformation, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect  Panelist Information:Talila Kroy - Emple Website: emple.com.au LinkedIn: linkedin.com/in/talila-kroy Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room Website: thebackroomop.com LinkedIn: a href="https://linkedin.com/in/waynenz" rel="noopener noreferrer"...

    29 min

  3. 04/12/2025

    Why Traditional Marketing is Failing Accountants: The Partnership Solution to the Trust Recession

    Episode Summary:In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge explore why traditional marketing methods are failing accountants and how the "trust recession" is changing the game. Discover why partnerships and human-to-human connections are becoming the most effective way to grow your practice in an increasingly noisy digital landscape. What You'll Learn:Why SEO and traditional marketing are becoming less effective with AI disruptionHow the trust recession is making cold marketing nearly impossibleWhy partnership marketing delivers higher quality leads at lower costThe importance of niching and becoming known for a specific expertiseHow to leverage your partners' databases for events and workshopsWhy quality partnerships beat quantity every time Key Takeaways:Traditional marketing budgets can be significantly reduced when you have structured partnerships in placeClients referred through partners convert at 75% compared to much lower rates from cold marketingTrust is transferable—when a trusted advisor refers you, clients come with confidenceEvery accountant should identify their niche and communicate it clearly to partnersPartnership marketing allows you to speak directly to target markets through your partners' audiences Notable Quotes:"If you think about us at Emple, we've had the privilege of working with a lot of businesses and they've spent tens of thousands of dollars on their marketing funnels and websites. And half the time it's totally hit and miss." - Talila Kroy "If I was to set up an accounting firm again, my marketing budget would be a lot lower than what it was back in the day, just through partnership having a good partnership structure set up." - Wayne Findlay "When you are referring clients because we've got a relationship, you want to make sure that the clients that we send are of higher quality. There's accountability there too." - Ian Aldridge Roundtable EventsInformation, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect  Panelist Information:Talila Kroy - Emple Website: emple.com.au LinkedIn: linkedin.com/in/talila-kroy Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room Website: thebackroomop.com LinkedIn: linkedin.com/in/waynenz Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal Website: progressivelegal.com.au LinkedIn: linkedin.com/in/ianaldridge1 Specialisation: NewLaw firm for growing Australian businesses Production:Co-host - Anthony Perl - Podcasts Done For You Website: podcastsdoneforyou.com.au LinkedIn: a href="https://linkedin.com/in/adperl/" rel="noopener noreferrer"...

    17 min
  4. Why Partnerships Are the Future of Accounting: Building Trust, Growth & Freedom in the AI Era

    19/11/2025

    Why Partnerships Are the Future of Accounting: Building Trust, Growth & Freedom in the AI Era

    Episode Summary:In this inaugural episode, Talila Kroy (Emple), Wayne Findlay (The Back Room), and Ian Aldridge (Progressive Legal) reveal why partnerships are essential for accounting firms navigating AI disruption and the trust recession. Discover how to become a true trusted advisor while achieving sustainable growth and freedom. What You'll Learn:Why the "trust recession" makes partnerships more critical than ever for accountantsHow to build a structured partnership ecosystem with 7-8 strategic partnersThe three freedoms framework: wealth, time, and stress-free livingWhy quality partnerships beat quantity every timeHow to break down barriers between accountants and lawyers for seamless client experiencesThe difference between ad hoc referrals and embedded partnerships Key Takeaways:Partnerships provide the human-to-human connection that AI cannot replaceStructure and formalisation are essential; casual referrals aren't enoughEvery accountant needs 7-8 strategic partners serving the same clientsGetting professionals on the same page early prevents conflicting adviceWhat you can't achieve alone, you can accomplish with aligned partners Notable Quotes:"What you can't achieve as an individual, you can achieve with a group of aligned parties working for the same client." - Talila Kroy "It's not about having hundreds of partners—it's about having good quality partners and making sure the relationship is structured." - Wayne Findlay "When accountants and lawyers get on the same page early, clients receive better advice and have more confidence in both professionals." - Ian Aldridge Roundtable EventsInformation, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect  Panelist Information:Talila Kroy - Emple Website: emple.com.au LinkedIn: linkedin.com/in/talila-kroy Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room Website: thebackroomop.com LinkedIn: linkedin.com/in/waynenz Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal Website: progressivelegal.com.au LinkedIn: linkedin.com/in/ianaldridge1 Specialisation: NewLaw firm for growing Australian businesses Production:Co-host - Anthony Perl - Podcasts Done For You Website: podcastsdoneforyou.com.au LinkedIn: linkedin.com/in/adperl/

    28 min
  • 4 Episodes

About

The Connected Accountant is the essential podcast for accounting firm partners, directors, and business managers who want to grow their practice, increase profitability, and achieve freedom through strategic partnerships. Featuring three industry experts – Talila Kroy (partnerships and business growth specialist), Wayne Findlay (offshoring pioneer and chartered accountant), and Ian Aldridge (progressive lawyer working alongside accountants) – each episode explores how accountants can transform their practices through embedded partnerships. What makes this podcast different: Unlike other accounting podcasts that focus solely on technical skills or technology, The Connected Accountant addresses the fundamental shift happening in professional services: the move from transactional compliance work to becoming true trusted advisors through strategic collaboration. You'll hear from experts who have built successful businesses and helped hundreds of firms do the same. What you'll discover: • How to build a structured partnership ecosystem with 7-8 strategic partners who deliver consistent referrals • The three freedoms framework: achieving wealth, time, and stress-free living • Breaking down traditional barriers between accountants, lawyers, and other professionals • Creating seamless client experiences that strengthen relationships and increase retention • Practical strategies for scaling your practice without burnout • Real stories and proven systems from professionals who've done it themselves • How to solve capacity issues through smart partnerships and offshoring • Becoming the trusted advisor your clients need. About the expert panellists: Talila Kroy is the founder of emple and a partnerships expert who has built her career on the power of strategic alliances. After overcoming tremendous personal challenges, she discovered that what you can't achieve alone, you can accomplish with aligned partners. Through Emple's Partner Suitcase program, she helps accounting and advisory firms build partner ecosystems that deliver ideal clients consistently. Wayne Findlay is CEO and co-founder of The Back Room, a chartered accountant who built a successful practice in New Zealand with his brother Scott before pioneering an offshoring model. As an early partner of Xero and cloud technology, Wayne understands firsthand the power of partnerships and also the pressures accountants face. Today, The Back Room helps 150+ accounting firms across Australia, New Zealand, the UK, and the US achieve the "three freedoms" - wealth, time, and stress-free living. Ian Aldridge is Principal and Founder of Progressive Legal, a NewLaw firm that has advised over 5,000 businesses in the last 10 years. After 20 years practising law in Australia and the UK, Ian became disillusioned with how legal services were being delivered to small businesses - either wrong, too expensive, or both. He founded Progressive Legal to work alongside accountants rather than against them, creating seamless experiences for clients through collaboration. Episode format: Each 30-minute episode features panel discussions, real-world case studies, and actionable strategies you can implement immediately in your practice. Co-hosted by Anthony Perl, the conversations are practical, insightful, and focused on helping you build a thriving practice. Release schedule: New episodes every two weeks. A Partner Alchemy Podcast for Thought Leaders, produced through a joint venture between emple and Podcasts Done For You, bringing partnership thinking to life. Produced by: https://podcastsdoneforyou.com.au and co-hosted by Anthony Perl

Information

  • Creator
    Wayne Findlay, Talila Kroy, Ian Aldridge
  • Years Active
    2025 - 2026
  • Episodes
    4
  • Rating
    Clean
  • Copyright
    © A Partner Alchemy Podcast for Thought Leaders, produced through a joint venture between emple and Podcasts Done For You, bringing partnership thinking to life.
  • Show Website
    The Connected Accountant