“We’re so proud of what we have achieved so far”
Boasting a people-focused approach to doing business and innovation, transparency and steady ambition at the heart of all it does, Create Balance is carving out the perfect blueprint for what a contemporary finance company can be. Eileen Leahy meets its Co-Directors Danielle Friend, (R) and Jane Hodge to discover more about this fledgling firm which is celebrating a record year of growth and an exciting new rebrand…
When I arrive at Create Balance’s offices, located on the stunning Eridge Estate just a few miles outside of Tunbridge Wells, the whole team is in buoyant mood.
They have just finished their financial year and are rightly upbeat after achieving a hugely successful 12 months.
“This year we have seen record growth of 40%,” explains the innovative accountancy and tax business’s founder Danielle Friend who launched Create Balance in 2021.
“We could never have dreamt that we would see the type of growth we’ve had in the last two years. It’s been incredible,” adds the firm’s Co-Director Jane Hodge who joined the firm in 2022.
We’re chatting after the business partners, who collectively have over 50 years of professional experience working in finance, have just been photographed by John Knight for this month’s special cover shoot – their second for this magazine in fact, but more on that later…
“It’s absolutely mind blowing when we think about all we have achieved, especially this year. But it does make you ask yourself can we do it again and I absolutely believe we can,” states Danielle who is a qualified Chartered Accountant.
But to do so she says that she and Jane, a qualified Chartered Tax Adviser, need to recruit more people into the firm.
Ideally they would like to do so via the apprenticeship route so any readers with school leavers do take note…
“I’m a big advocate for apprenticeships as I did one myself when I was 18,” reveals Danielle.
“I didn’t know what I wanted to do on leaving school so I applied for an accountancy apprenticeship and loved it.
“Having said that though accountancy has always been a tough sector to recruit into as it’s often perceived to be quite sterile. But I can honestly say it is an incredibly exciting and diverse profession to be part of. And here at Create Balance we are determined to help promote that.”
Danielle tells me that up until the start of this year the Government would fund an apprentice’s studies but that has now stopped at Level 7 of the required accounting qualification for those aged over 21.
“It means that if you are coming out of university – or fancy a career change – you will have to self-fund that stage of the apprenticeship. We would love people to read this article and think about their children, and realise that university isn’t the only option available. There are businesses like ours who are more than willing to take on a school leaver and train them.
“It’s a career where I’ve dealt with lots of different businesses and I’ve had exposure to all sorts of things. And it’s important to state that accountancy is not just about compliance. You can really help a business grow and support them to be the best they can be.”
Jane adds that having a keen work ethic, a strong willingness to learn and to be able to put in the time to study are key attributes for any prospective candidates.
“There is a lot of hard work involved and a lot of external studying but if you can put in the work you will reap the benefits. Both Danielle and I have been through it and know how tough it can be, but equally we are able to support as we know what it’s like. If you are dedicated and enthusiastic then it could well be the right career path for you.”
For those readers who are not familiar with what Create Balance does then put simply it is an accountancy firm with a difference. It prides itself on ingenuity and innovation, providing quality and efficient services that are both bespoke and accessible to every single client.
The types of services the accountancy firm provides include statutory accounts, payroll, bookkeeping, VAT and tax returns and estate planning. Its clients are mainly small to medium-sized businesses (SMEs) and for over 12 years Danielle has also worked as the Director of Finance and Infrastructure for Wiltshire and Bath Air Ambulance charity. She is now chair of Trustees of The Pickering Cancer Drop-In Centre.
Jane, who knew Danielle from having worked with her many years beforehand, oversees Create Balance’s tax division as this is her area of expertise.
Jane’s clients are made up of individuals, trustees and small-to-medium sized law firms. She deals with day-to-day tax compliance, IHT planning, capital gains tax issues and HMRC disclosures, as well as tax matters arising during estate administrations.
“We are very much people focused here and determined to do things differently,” she says. “If a client has a query I will always pick up the phone to them and if we receive an email enquiry via our website about something we will always follow that up with a free phone call.”
When I first met Danielle and Jane two years ago, for our launch cover interview of Tunbridge Wells Business Magazine, they were so inspiring to talk to. They both possessed a pioneering vision of how a modern-day accountancy firm could operate. They wanted to offer flexibility and tailor made services for their clients, invest in career coaching and promote a democratic, supportive and transparent office environment. All juxtaposed against a razor sharp focus on achieving a commitment to excellence.
And, two years on, I’m pleased to say the team have most certainly achieved this. Both Danielle and Jane still radiate a palpable desire for thinking, and successfully delivering, outside of the traditional accountancy box – as their latest growth figures testify.
From the company’s welcoming office space – think funky chairs, abstract art and statement accessories – to team motivation sessions and a super slick newly reworked logo, Create Balance is ripping up the rule book of how traditional accountancy firms operate.
But that doesn’t in any way mean its professional services are compromised. Far from it in fact as Danielle and Jane explain the business is all about achieving the very best for both its clients and staff members.
“Our thinking has always been about how we can do more. It’s about developing the business but also our relationships with the people we work with,” says Jane.
Danielle adds that she is always looking to see how she can realign and improve the services Create Balance offers.
“A few months ago I had a rethink about our structure and now I have effectively streamlined the business into three key areas. So as well as our tax division, which Jane is in charge of, we have a new Business Intelligence team which is headed up by Becky Pay and also a Business Compliance department which is overseen by Jack Gibbs.
“Because Becky and Jack are both senior client managers, I wanted to create a differentiator between them and what they deal with. Becky is more day-to-day working with business owners Whereas Jack is more focused on year-end work. He also helps me with a lot of my Finance Director roles as well.
“I have created quite distinct job descriptions and objectives so they know what they’re responsible for. Otherwise, if there’s an element of uncertainty that’s very unsettling. I want to make people feel they’re secure in their role and valued. We want to identify strengths and work on any weaknesses.”
The pair tell me they do this courtesy of the coaching they invest in, with one-on-one sessions and also DISC assessments – a type of character/personality test.
“It’s absolutely fascinating and really helpful as it helps us work through any weaknesses and bolster strengths,” explains Danielle. “We invest in programmes like that, and also our leadership coaching, because ultimately that’s how you get the best out of people. It’s about showing we are there for each other in whatever ways we can be.
“We want to hold onto our staff – that is always our intention. It’s not about people coming here to work and then getting the profits out of them.”
And that staff number has certainly grown since Create Balance first featured on our inaugural edition of this magazine in May 2024.
As well as Chloe Costar, a finance assistant and trainee who has been with the firm for quite some time, Danielle and Jane have also recruited university graduate Octavia McMaddy to help in the tax division. Freya Hodge, Jane’s daughter, who is currently finishing her journalism degree has also joined part-time to help with all the firm’s PR and Marketing.
“You just get to a point where you have to delegate when your business is growing,” reflects Danielle. “You can’t be the Head of HR or Marketing and try and also drive your business forward so having more people with us is of such benefit. And they are a really good group – we often hear them chatting away and that’s so lovely.”
Jane is also pleased with how the development of the staff at Create Balance is going.
“We’ve got a really good team around us and everyone gets on really well. The office has such a positive ambience and seeing those people develop a rapport with one another is very special. Of course we want people to work hard but we also want them to enjoy coming to work.”
This nurturing approach is a far cry from what Danielle and Jane have both experienced in some firms in the past, where no one really talked to each other.
“It was horrible, you would just go in, do your work and go home again,” remembers Danielle. “Now our team regularly take wellness walks during their lunchbreak and participate in our away-days where we talk about the future of the business and listen to any ideas they have.”
In addition to Create Balance’s new logo, which was created by Fay Hawkins of Phase One Design, the team have also commissioned a new website which is currently under construction.
There’s also plans for a podcast, which Freya is helping out with.
“I’ve written the episodes already,” enthuses Danielle. “We will probably do it ourselves to start off with and then in the future I would like to invite clients on to talk about various issues. I want it to be informative but slightly humorous. I don’t want it to be boring and dry.”
Create Balance has also invested in some state-of-the-art AI software which has helped the team cut down on time draining tasks so they can spend more time working through important ones and with their clients.
“The help the tech has given us with admin is fantastic but we are still firm believers that accountancy needs that human element,” continues Jane.
“I work with a lot of lawyers and their private clients. Those people want to see a face or hear a familiar voice because more often than not they are usually going through a difficult time.”
Before I leave I ask Danielle and Jane what plans they have for the next year – can they reveal anything?
“Well every year you do set your targets just that little bit higher which is why recruitment is so important for us right now,” Danielle reminds me.
She adds that Create Balance is passionate about what it does so the firm would like further growth but that won’t come at the expense of anything the team values.
“When I look back to when we were first on the magazine’s cover I realise how much of a turning point that was for us,” smiles Jane. “And it’s nice to be back here talking to you again, reflecting on what we have achieved but it’s exciting to think about what’s next for Create Balance.”
Web: www.createbalance.uk
Email: hello@createbalance.uk
Call: 01892 311890
