βYou need a successful, solid career. Like an accountant or a solicitor.β
Max Whiteleyβs mother Myra had big dreams for her kids. Coming from a strong Irish catholic background, she knew the importance of working hard – something she learnt from her mother, Bridie. Both strong female figures in the family, Myra and Bridie wanted the best for the family – this was evident with Myra being an entrepreneur herself, owning a successful hair salon with a very young family.
Naturally, there were big expectations for Max, Reiss and Meg, the next generation of Whiteleys.
However, the teenager Max still wasnβt sure – none of those options were playing professional rugby, after all. He decided to do some work experience at a Solicitorβs office, but they cancelled on him at the last minute. So he headed to an accounting office instead – and never looked back.
Today at 26-years-old, Max Whiteley heads Accounts and Legalβs brand new Liverpool office. Definitely an impressive achievement in just 10 years of career – but heβs only getting started. So whatβs his secret?
βNumbers or compliance arenβt my favourite part of the job. My value comes from talking to clients, understanding all aspects of their business plan – whether thatβs financial, marketing, recruitment, operationsβ¦ Not just sitting behind the desk inputting data and making HMRC happy.β
Needless to say, technology plays a huge role in this advisory-focused way of working. Part of a new generation of accountants that are leading the digital transformation in the industry, Max witnessed first-hand the change from desktop to cloud.
βI remember typing up bank statements and invoices, charging people a professional service for an admin task. I never understood why people paid accountants for that when we can do so much more.β
Max finds surprising the amount of people who still donβt know much about technology and how it can help.
βI was at a talk recently and heard that only around 20% of accountants are fully digital. And we experienced this when we started recruiting people from other firms, some people have never used Xero. Iβve been using Xero for ten years, and loads of other tech, too.β
At work, his core app stack includes all Dext products: Prepare, Precision and Commerce.
βIβve been using Dext Prepare for purchases, invoices, for about nine years. Now we have just started using Dext Commerce too, which is great for e-commerce businesses, a massive time saver. The Dext team have been amazing with onboarding clientsββ
βAnd we use Dext Precision quite heavily. Health checks on our clients with Xero, reviewing VAT returns and smashing through bookkeeping flowsβ¦ We use the flow mechanism a lot. Precision is also awesome for proposals, of course, because itβs a very quick way of defining pricing for new clients.β
The WOW factor
One of Accounts and Legalβs internal values, Max explains, is βcreating a WOWβ: going above and beyond to ensure clients are not only satisfied, but truly impressed. According to him, Dext is the one piece of software that always gets that βWOWβ reaction from his clients.
He recently used Precision to review a new clientβs VAT return. The platform identified a mistake straight away and Max was able to claim back Β£4,000 for the client, who couldnβt be happier. In his own words, βthat was definitely a WOW!β
βThereβs a massive difference between using Dext and using Dext properly. Yes, itβs simple and easy to do the basics, but you can take it to the next level – and then itβs a dream. We do use a lot of tech, but we wonβt spread ourselves too thin – we find the best options and stick with them. We think Dext is the best, so thatβs why we use it.β
However, the βWOWβ factor is just the tip of the iceberg. In theory, says Max, every accountant should save as much tax as possible – but thatβs not differentiating. A lot of accountants feel theyβre not qualified to talk about anything else but numbers, when in fact they have powerful insights that can directly improve and grow a business.
βWhy are we only talking about figures? That can be done in five minutes. We see hundreds of successes and failures, so we know the right questions to ask and how to help business owners to find their why.β
For him, this new approach to in-depth advisory that considers accounting, finance and even legal encourages forward-thinking practices to almost become an external finance department to their clientsβ businesses. Accountants should truly understand where clients are and where they want to get to, and then advise and support their plan to get there.
βBeing a small business owner can be lonely at times. But we really can make a difference in peopleβs lives, especially in small business, not only by ticking boxes and saving in taxes.β
Tech and people: the perfect formula
Max recognises the industry still has a long way to go, but the future will be tech-driven. The likes of Precision, for example, enable junior members of staff to develop relationships with clients from the start with high-level advisory, empowering them to be the best versions of themselves. That is what, according to Max, will set them apart from other accountants.
The way of working is different at his office. Often in other practices, he says, partners are the ones who deal with clients and they can be quite protective of these relationships, while accountants stay in the background.
βWe donβt want that, we want to shape and employ people who are better than us. Because, hereβs the thing: technology is not the greatest thing, people are. The time spent talking, adding value, asking the right questions – automation unlocks these opportunities. And Precision can give them starting blocks to have these conversations.β
Max might be the Head of Accounts, but in his heart he wants to be βHead of Dreamsβ: building real connections with clients and helping them achieve their goals. So being charismatic and talking to clients like a real human being is important.
βI love helping people and Iβm comfortable challenging the status quo. We hear a lot that accounting is boring, thatβs stagnantβ¦ Well, I want to change that.β
Time flew since Maxβs childhood playing rugby with his friends in Manchester. Today he and his brother Reiss are accountants and their younger sister Meg works at a solicitorsβ office β Maybe his Mum and Grandma were right about what job they should be doing.
Itβs hard to not get inspired by Maxβs energy. A prime example of this new generation of accountants who are making the most of technology, he genuinely considers βcreating the WOWβ his personal mission.
One step at a time, though: the clock marks 5pm and itβs nearly time for his daily run, a hobby he picked up during lockdown.
βGlastonbury is just around the corner and I need to get back in shape!β