After building her career in accountancy and experiencing the TaxAssist network from the inside as an employee and shareholder, Sarah Retberg took the next step towards business ownership by opening her own TaxAssist Accountants practice in Leigh-on-Sea in September 2025. In this case study, she shares her journey, the support she has received and the lessons she has learned during her first year in business.
Can you tell us about your professional background and what you were doing before joining TaxAssist Accountants?
I graduated with a maths degree from UCL in 2007 and after a few years, I decided to go into finance to use the skills I had gained from my higher education.
This led to working in the corporate world for 2 years whilst I started studying for my ACCA at night school, and subsequently I got a job in practice where I finished my studies and qualified as an ACCA member.
At this firm I gained valuable experience doing personal tax returns, bookkeeping, limited company accounts and corporation tax returns, and some audit work.
The opportunity to join TaxAssist was just by chance - a colleague had interviewed for a practice manager position and loved the role, however it was more of a sideways move for her, so she put me forward.
I got the job and started my TaxAssist journey. I subsequently bought shares in that practice and became a director, set up a new practice as a 50% shareholder, and more recently started my own practice in Leigh on Sea.
What made you decide to run your own practice, and why did you choose TaxAssist Accountants rather than going it alone?
Having worked for TaxAssist as an employee, attended technical update days, the annual conference, and various regional meetings, I was completely immersed in the TaxAssist culture right from the start.
I believe in the saying ‘we are better together’ and loved the ethos of the brand and the fact that you feel part of the TaxAssist family.
As a business owner there’s so many things you need to think about (IT systems, marketing, software, networking, business plans etc) but as a franchisee, you have access to fabulous resources and market leaders in practice tools, software and support systems.
The TaxAssist support team are with you every step of the way providing guidance and practical assistance so it feels much less daunting and there’s always someone you can turn to for advice.
In addition, there’s so many additional services as well outsourcing partners that are available to franchisees which make your offering to clients much broader and comprehensive that going it alone.
All in all, it’s the perfect support network for any new practice.
What were your biggest concerns before joining, and how did the experience compare with your expectations?
The biggest concerns I had were managing cash flow in the early stages and attracting new clients to an unknown start up business. The reality of both exceeded my expectations in a positive way.
Having a shop from day one really puts you on the map and the brand reinforces your authenticity whilst you are still building your reputation in the area. We secured a great shop location and kept fit out costs low by project managing it ourselves. We also had a comprehensive budget which was reviewed by the recruitment team and helped us to manage our finances in the early days.
There’s definitely still a long way to go for us in Leigh, but the first year has been really positive and exciting to learn and grow.
What does a typical day look like for you as a TaxAssist Accountant franchisee?
My current day is probably different to a more established practice owner because I’m still very much in the start-up phase and I’m wearing all the hats - making tea, washing up, answering the phone, chatting to neighbours and people with new enquiries, going to networking events and lunches with local professionals, and managing my LinkedIn profile amongst running the business.
I’m also doing the majority of the accounting and tax work myself so whilst it can be challenging to manage my to do list it’s also lots of fun and incredibly rewarding.
I also have a black Labrador that regularly accompanies me to the office so I’m often out with him on walks around the block whilst on calls!
How would you describe demand for your services in your local area, and what has helped you attract new clients?
Having worked in London for many years, I was a little apprehensive about the change in demographic starting up here.
In addition, there’s a lot of accountants in the area which made me think, is there room for us too?
After the first few clients walked through the door my fears melted away!
We receive a lot of enquiries over a broad range of requirements.
I’ve realised being in more of a community setting it’s all about getting involved and putting myself out there, so people know who we are and that we are friendly and trustworthy.
I also think it’s really important to focus on delivering a good service to build our reputation and gain referrals.
Although nerve wracking at first, networking has been an important part of growing the business and making new connections, LinkedIn and social media has also been an extension of that online.
How has having a shop impacted your visibility and business growth?
Having the shop has not only made us visible to new clients, but also to trusted partners and business connections.
I have been surprised at the number of walk-ins and direct phone calls we have received from people simply walking past the shop.
It’s also a lovely environment for meetings, catch-ups over coffee and networking events.
I feel that the shop has definitely helped us to attract new clients this year but also made us part of the local community.
I’ve lived in the area for 4 years but have met so many more people since opening the shop and I’ve really enjoyed getting to know the locals, be it clients, neighbours or other businesses!
What have been the biggest highlights or proudest moments since becoming a TaxAssist Accountant?
The highlight of my job is having lovely clients and learning about so many different types of business and personal circumstances, I love helping people and making a difference in their professional lives.
A highlight was when my husband told me how proud he was of what I had achieved this year and that the progress had exceeded his expectations.
Which aspects of the TaxAssist support have made the biggest difference to your business?
For me, the biggest benefit has been knowing that support is always there when I need it. Whether it's advice from the support teams, ideas from other franchisees or access to proven systems and processes, it has allowed me to make decisions with greater confidence and avoid having to reinvent the wheel.
The strength of the TaxAssist brand has also been a major factor in attracting clients and building credibility in the local area.
What are your ambitions for your practice over the next five years?
Our main goal over the next 5 years is to grow into an established practice and become a well-respected accountancy services provider in the local area.
So far, it’s just been me (and the dog!) with a little admin help, but I’m currently considering my first hire which is exciting because it’s means I will have more time to put my efforts into new business and continuing to build on the progress we have made to date.
If all goes well, I would be keen to open a second shop at the other end of our territory so we can cover all post codes in the area with easy access for clients.
I have also learned that you get out what you put in and with some hard work, determination, and a few laughs and fun along the way, who knows what we can achieve.
What would you say to someone considering joining the TaxAssist Accountants network?
DO IT! Looking back, joining TaxAssist gave me the best of both worlds: the independence of owning my own practice and the support of an established national network. The brand, systems, training and franchisee community helped me grow much faster and with far more confidence than if I'd gone it alone. If you're serious about building a successful practice but value having experienced people around you to help along the way, it's well worth exploring.