Over the past year, Zee has almost doubled his firm’s turnover and is on track to add another £150,000 to £200,000 in new income this coming year!

Starting from scratch, Zee has become a standout figure within his franchise, known for his property tax expertise and ability to attract high-value clients. His transition from a successful banking career to a leader in accountancy showcases his dedication and strategic vision. Combining deep industry knowledge with a personal touch, Zee is a trusted advisor and a sought-after professional in the property tax sector.

In this Growth Story, you’ll discover:

• How Zee used LinkedIn to grow his profile as an expert in property and meet influencers in the industry.
• How he went from attracting price-sensitive clients to winning clients worth over £1000 a month.
• How Zee got through a really tough 2020 and bounced back mentally.

If you’d like to listen to or watch the conversation, click below for the YouTube video of Zee’s chat with Heather. 

About Zee Razaq

Zee Razaq is the visionary head and energetic leader of Certax Accounting, an accountancy practice he founded in 2017. Driven by a desire for a better work-life balance and more family time, Zee transitioned into the world of accounting from the banking industry. While his diverse background in finance and his commitment to excellence have laid a strong foundation for his practice, Zee is known for his deep expertise in property tax and his ability to build meaningful client relationships.

 

Setting up the business

Zee’s journey into the world of accounting began with a strong foundation in banking. For five years, he managed a massive cost base of £2.5 billion for a major bank, achieving savings of around £100 million. However, the drive for a better work-life balance and the desire to spend more time with his family led him to start his own accountancy practice in 2017.

Family is a cornerstone of Zee’s life, influencing his decision to become his own boss and create a business that allows for flexibility and personal fulfilment. However, this isn’t the only thing that plays a significant role in shaping his business.

Zee’s cultural background as a British-Pakistani Muslim is evident throughout Certax Accounting. Growing up in a culturally rich and diverse environment, Zee learned the importance of respect, authenticity, and community – and these values are deeply ingrained in his approach to business.

• He strives to build meaningful relationships with clients, understanding their unique needs and challenges, and providing personalised, respectful advice.
• His passion for continuous learning and personal development is evident in his approach to both his business and his clients.
• Zee’s authenticity and dedication have not only doubled his firm’s turnover but also established him as a respected leader in his field.

 

Initial support and early challenges

Starting with zero clients, Zee had his work cut out for him in establishing his practice. However, things sped up quite a bit when he secured some initial support from a franchise. This was a game-changer –  offering a structured model and access to technical experts – and was crucial in navigating the tricky waters of setting up a new business.

Even with this support, things were far from easy breezy; Zee faced real challenges in attracting clients, setting prices, and managing expectations. For example, many potential clients wanted top-notch work for rock-bottom prices, making it tough to build a stable and profitable client base. While this time was very challenging, these early struggles were invaluable lessons, teaching Zee the critical importance of strategic pricing and clearly communicating the value of his services.

Where most business owners struggle with their online marketing, especially early on, this is an area where Zee has thrived. Zee loves LinkedIn and over the years, he has mastered it to build his personal brand and attract clients. How?

• By sharing insightful posts about property tax and his journey, he’s created a strong online presence.
• His posts go beyond selling services-they share valuable knowledge and engage with his audience on a human level.
• This approach helps him connect with potential clients who appreciate his authenticity.

As you can probably guess, LinkedIn has become a key platform for Zee to showcase his expertise and grow his client base organically.

 

Committing to growth

Zee employed several strategic approaches to fuel the impressive growth of Certax Accounting, one of them being to join the Accountants´Growth Club. Working with Heather as his Growth Specialist, Zee achieved remarkable business expansion by:

1. Choosing a niche

Zee realised the importance of specialisation – by focusing on property tax advisory and outsourced finance department services, he was able to attract high-value clients. How? Because his deep knowledge and expertise in property tax set Certax Accounting apart from the competition and established him as a go-to expert in the industry.

2. Building a strong team

Zee understood the value of having a dedicated and skilled team. That’s why he took his time to expand his team from three to seven employees, ensuring that each member shared his commitment to excellence and client satisfaction. This expansion allowed Certax Accounting to manage increasing workloads efficiently and maintain high service standards.

3. Switching to strategic pricing

Recognising the need to value his services appropriately, Zee adjusted his pricing strategy. This not only improved cash flow and profitability but also attracted clients who appreciated and were willing to pay for high-quality, specialised services.

4. Creating detailed client engagement strategies

Zee goes above and beyond to engage with his clients on a personal level. He celebrates their milestones, like birthdays and business anniversaries, to show that he values them as individuals, not just clients. Regular check-ins and personalised updates on their financial matters keep the communication lines open and build trust.

5. Continuously learning and developing

Zee invested in coaching and continuously sought to learn from others. This commitment to personal and professional growth helped him stay competitive and deliver high-quality services to his clients.

6. Coaching and mentorship

Zee highly recommends finding a coach, and the right one, since having a coach he can talk to honestly has been crucial in his journey. For example, he refined his business strategies with a growth specialist in the Accountants’ Growth Club and followed their guidance to overcome significant challenges. He said that his coach offered insights into managing client expectations, pricing, and operations – but it was the accountability aspect that kept him focused, motivated, and constantly improving.

 

Getting through the hard times

Zee faced several challenges on his journey, particularly with staffing and managing client expectations.

Initially, finding the right staff who shared his vision and commitment was difficult. However, after getting clarity on his vision and values, investing in building a strong team culture, and providing continuous training, he was able to overcome this.

Then, there was managing client expectations and navigating pricing challenges which required a lot of resilience. It took some time, but Zee learned to value his services correctly and not compromise on pricing. This shift in mindset helped attract clients who appreciated his expertise and were willing to pay premium fees.

Maintaining the right balance

Maintaining a healthy work-life balance is one of Zee’s core principles. In fact, it was the key motivator to starting his own practice in the first place. So how does he get the right balance?

To achieve this, he:

• Sets clear boundaries between work and personal time, ensuring he dedicates quality time to his family.
• Prioritises regular breaks and self-care activities to recharge and stay productive.
• Delegates responsibilities and trusts his team, creating a sustainable business model that doesn’t demand all his time and energy.

While it hasn’t always been easy, the rewards are worth it. This balance not only enhances his personal well-being but it translates into professional success, as it allows him to approach his work with renewed focus and enthusiasm.

“The most important thing is family. So you have to get that balance right. And if you’re working all the time, for other people, you don’t have that balance.” – Zee

 

What’s next for Certax Accounting?

Looking ahead, Zee is committed to further specialisation and growth as he believes in the power of continuous learning and staying true to one’s passions and values. He plans to continue enhancing his firm’s services in property tax and advisory, using technology to streamline processes and deliver even greater value to his clients.

Zee’s advice to fellow accountants and business owners is clear: invest in coaching, value your services appropriately, and maintain authenticity in all your endeavours. Without any of these, he wouldn’t have been able to double his firm’s turnover OR set a solid foundation for sustained growth and success in the future.

 

**  Based in St Albans, Hertfordshire, Certax Accounting provides a market-leading first-class service. If you want to get in touch with Zee to learn more about his journey and/or to pick his brain, you can contact him here. **