Unlock and Scale Revenue in Your Accounting Tech Company

We’re the growth marketing agency that helps accounting tech to understand accountants, execute fast, and unlock scalable growth.

All-Star Lineup

Just a couple of rockstars we’ve helped grow in-market!

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Get an unfair advantage by working with a team that has gone from Seed to Series C with the biggest names in accounting tech.

Struggling to understand the accounting channel?

Missing key players in your internal growth team?

Need help strategising and executing, fast?

At Journey, we’ve cracked the code to scaling accounting tech apps. With 30+ years of combined industry leadership, we’re here to help you crank it up to 11.

We’ve been there, done that, and now it’s your turn

Why Journey


We’re here to challenge the agency status quo

Because the path to unlocking growth looks different for every brand, we’ve evolved into a truly full-service growth agency.

We’re front-of-house, we’re back-of-house. We’re big picture and we’re all about the details. Here are just some of the ways we can help your Accounting Tech startup.


  • Growth Strategy
  • Go To Market Strategy
  • Expansion Revenue
  • Churn Prevention
  • Customer Research
  • Audience Insights
  • Brand Positioning and Messaging
  • Strategic Partnership Management
  • Sales Coaching
  • Consulting


  • Marketing Strategy
  • Copywriting and Content Creation
  • Social Media
  • Email Marketing
  • Webinars
  • Confrences & Events
  • Industry Paid Media
  • Graphic Design
  • Hubspot set-up
  • CRM & Analytics set-up
  • Case Studies
  • SEO


  • Product Strategy
  • Product Tours
  • Product walkthroughs
  • Intercom set-up
  • Knowledge Base
  • Onboarding Flows

Our process

Our method for unlocking growth

We take a holistic approach to understand your product, goals, and ideal customers, and layer in our years of industry experience to help you get there faster.

1. We pull back the cover on your customers & product

Because your customers hold the answers to your messaging and positioning

  • Customer research to get a razor-sharp look at what makes your ideal customers tick
  • Product immersion to understand exactly how you solve their biggest pain points
  • Updated messaging based on how you’re uniquely positioned to help them

2. Assemble your strategy & growth team

We build the growth unit you need for your goals & product

  • Sprint-strategising to create a plan we can start testing & measuring
  • Carefully curated channels based on where we think you’re best taking centre stage
  • A team of strategists, specialists, and executors assembled and assigned to you

3. No-holds-barred execution and iteration

We execute, learn, adjust, and go again until we find your leverage

  • Daily execution against the plan to start finding traction
  • Constant review & thirst for improvement to double down on what’s working
  • We’re in your Slack, attending your stand-ups, integrating as part of your in-house team

Ready to start your Journey?

What our clients say

Exponential Growth

“Since joining forces with Journey, we’ve witnessed an incredible 206% surge in revenue, a testament to their unparalleled expertise.

Journey’s rapid response times make them feel like an integral part of our team, always there when we need them, ensuring that we consistently get things done efficiently and effectively.”

Industry Experts

“Journey has a rare perspective on the accounting industry that is hard to match. They do what they say, they’re measured, and have shown amazing results to date.

I highly recommend bringing Journey on your journey. They’re THE experts in this space.”​

New-Market Strategy

“Working with Journey allowed us to validate our GTM hypothesis quickly.

Working with a team who has already walked this path was incredibly valuable and saved us six months worth of research.

After spending just 5 days with Journey in the UK, we’re more confident then ever that we’re ready to launch into the UK market.”

Our Blog

Keep your finger on the Accounting Tech growth pulse

Get hot takes, big insights, and home-cooked advice to help you unlock growth.


From Rebel Spirit to Brand Revolution: Journey's Punk Rebrand

The journey behind our brand's punk-inspired transformation — fusing innovation, rebellion, and authenticity.

Rebranding is more than a facelift; it's a fundamental transformation of a brand’s soul and identity. For Journey, the leap from a quick solution logo to a symbol of exponential growth mirrors our own radical evolution. It's here where our rebranding story unfolds.

The Catalyst for Change

From Initial Sketch to Strategic Overhaul

What began as a modest image refresh swiftly transformed into a profound self-examination of our identity, echoing the essence of Journey itself.

It started as a simple notion of 'let's tweak our image,' but quickly evolved into a profound introspection of who we truly serve and why.

This transformative journey was driven not just by our creative specialists but also by our founder, Trent, who questioned why a team of 20 innovative minds working for clients worldwide wouldn't leverage their own strengths. He emphasised the opportunity for deeper collaboration on a project close to our hearts.

The Vision

  • Weeks 1-2: Ideation and Conceptualisation
  • Months 1-2: In-depth Market Research and Client Interviews
  • Months 3-4: Design, Feedback Loops, and Iterations
  • Month 5: Finalisation and Rollout Preparation

The Reality

  • Weeks 1-2: Ideation and Conceptualisation
  • Months 1-4: Freak Out, Creative Self-Doubt, Break Down, Cry Lots of Tears, See Therapist.
  • Month 5: Receive Positive Feedback, Cancel Therapist, Finalisation and Rollout Preparation

I’ve always found it harder to design things for yourself. It’s hard to be objective, and the possibilities are endless. 

Designing Growth: The New Logo

Our new logo was more than a visual exercise; it was an embodiment of our mission and a symbol of the clients we proudly champion. Our logo's design is an exploration of the profound journey we undertake with our partners, and it carries a narrative that unfolds in layers of symbolism.

Symbolism of the Logo: Reflecting Our Clients' Journey

Embedded within our logo is the sequence of '1, 2, to 4,' a visual representation of exponential growth—a fundamental principle that drives our collaborative efforts with clients. 

It’s a transition from the linear, step-by-step progression to a dynamic surge forward, readying our clients for a new chapter of expansion. This is where Journey steps in, ready to fuel the fire of growth with strategic marketing and creative innovation.

The Three Dots: A Narrative of Progression

  • The First Dot: This marks the moment when our clients achieve product-market fit, demonstrating their value in the marketplace.
  • The Second Dot: This signifies significant milestones like securing funding, representing a critical juncture where clients are poised for their next growth phase.
  • The Third Dot: Symbolising the exponential leap, it denotes the point where we amplify our clients' trajectory, propelling them beyond expectations.

Charting a Continuous Course: Beyond Fixed Destinations

Our logo intentionally defies the concept of a fixed destination.

The three dots serve as dynamic waypoints on an ever-evolving path that we traverse with our clients. 

In contrast to our previous 'X' logo, which hinted at a final destination, the trio of dots symbolises an endless journey. It underscores our commitment to guiding our clients through transformative growth, not just to singular achievements but through the countless stages of their business evolution.

Our logo transcends aesthetics; it is a covenant — a promise that Journey is unwavering in catalysing and accelerating growth. 

It is a pledge to assist our clients in not merely advancing but soaring to new heights."

Punk Rock Values: The Origin of Our Brand

The Birth of an Idea

Our journey to a punk-inspired brand began with a simple idea: to create an identity that would resonate with both our team and our clients. We sought to capture the rebellious and innovative spirit that drives our founder-based audience, uniting us under a common philosophy.

The Spark of Inspiration

As we embarked on this creative endeavour, we drew inspiration from the raw, DIY energy of 1970s punk posters. 

These iconic visuals were more than just images; they were manifestos, declarations of independence, and fervent calls to action. Their boldness and urgency spoke to us, compelling us to infuse our brand with a similar sense of rebellion.

From Concept to Reality

Inspired by punk poster art, we meticulously developed a visual language that honours the punk ethos while adapting it to the modern digital age.

One of the key elements we've embraced is Vintage Cut-outs, featuring carefully selected words and phrases from 1940s and 50s publications, adding a touch of curiosity and innovation to our brand while aligning with our founder-based audience.

These are all hand-cut phrases from magazine clippings I’ve kept aside over the years, waiting for the perfect rainy day opportunity to use for a project. 

Similarly, we use Black Tape as a visual guide, signalling new sections in digital content, akin to labelling a guitar case or a toolbox for easy navigation on websites and within documents.

Our use of Black and White Halftone Cutouts pays tribute to halftone printing, unifying visuals and adding depth and intrigue. 

Our Hand-drawn Marker and Pen elements inject a human touch into our digital designs, highlighting essential elements like CTA buttons and headline keywords.

These are just some of the elements that come together and infuse our brand with a sense of history, innovation, and a tactile dimension, bridging the past with the present.

Anti-Agency Approach: Challenging the Norms

A Shared Commitment

In parallel, we cultivated our anti-agency approach, forged from our determination to challenge the conventional norms of the marketing industry. 

Traditional agencies, often bound by rigid structures and slow response times, couldn't keep up with the dynamic landscape. Having witnessed these shortcomings firsthand, we set out to offer something different.

Integration and Goal Orientation

Our commitment to clients is unwavering. We integrate seamlessly into their teams, functioning as their outsourced growth marketing department. 

This integration allows us to provide the expertise of strategists, specialists, and executors—all at the cost of a single full-time hire. We prioritise daily communication, participation in stand-ups, and rapid responsiveness. We're not just a service provider; we're partners, invested in our clients' success.

Leadership Insights

Trent - Founder/Director

"I love our new brand and identity. I’ve always been the guy scraping his way through his career, a rebel with a cause, building the car while we’re driving it. 

Our new brand encapsulates our attitude and approach to guerrilla marketing and problem-solving.

While it's visually polished, it intentionally showcases a punk aesthetic. 

I was the guy wearing ripped jeans at a keynote in Latvia in front of 800 accountants—ripped jeans was the brand. 

For me, it was a way to project a bit of a bad-boy persona, someone confident, unafraid to break the rules, and think outside the box to execute some of the most unorthodox campaigns in the accounting SaaS industry.

We were always finding ways to growth hack our way through problems and we created a space where it was okay to break stuff if it meant we were learning and pushing for a bigger goal—break it, learn from it, go again, adapt, adapt, adapt.

Then COVID happened, and guess what? We had one of our biggest sales years ever. We challenged ourselves, picked up our tools, and got to work with what we had in front of us.

I love the new brand; I think it’s a great representation of who we are and what clients can expect when working with us."

Chad - Head of Brand and Creative

"My approach to branding is all about exploring the abstract, turning over stones that others may not, and communicating those ideas in a simple way. 

The intersection of different branches of thinking is where genius happens. This is where brands create new categories for themselves, cutting their own path. Iconic brands are born by appealing to those who resonate with bold decisions and leadership.

The punk idea refused to go away, persisting under many stones despite my attempts to set it aside. It evolved and moulded into what it is now—a handsome brand with many paths leading back to the original nucleus of the idea. At its core, it embodies an authentic, rebellious spirit of innovation. 

There’s always risk in doing something new, but there’s also risk in doing the same old thing. I could talk about this endlessly, but suffice it to say that we chose to bet the house on authenticity and swinging big.

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Time to Value: Why It’s a Killer Metric for Accounting Tech Startups

'Time to Value' is revolutionising accounting tech startups. Learn to measure and maximise this metric for rapid customer satisfaction and business growth.

Is your accounting tech startup spending enough time talking about 'Time To Value' or TTV? In a SaaS sector where delivering value is fundamental to your offering, you’d assume that TTV is baked into your KPI dashboard, right? But, in our experience, many software startups in the accounting sector are not tracking and measuring TTV effectively.

Ask your team this: ‘How long does it take for our customers to experience value in our product for the first time?’ If you don't know the answer, then getting a better grip on TTV and the focus of your value offering is probably long overdue. 

Let’s start by getting the lowdown on the true meaning of TTV – and why it’s a client experience and value performance metric that should be front and centre in your accounting tech dashboard. 

What the hell is Time To Value?

Time To Value (TTV) measures the time it takes for a customer to realise the benefits and value of your product or service – in this case, your accounting technology solution. 

In other words, TTV is a measurement of how long it takes your customer to go from ‘What’s this new app?’ to ‘We couldn’t live without this app!’. TTV is a key indicator of the effectiveness of your software, a barometer of customer satisfaction and a measure of how quickly your product becomes invaluable to your audience. 

It’s about how long it takes for your customers to:

  • Implement the software – this includes setting up the software, configuring settings, integrating with existing systems and training your end users.
  • Adopt the software – this involves users getting familiar with your software's features, integrating it into their daily workflows and relying on it for practice tasks.
  • Realise the benefits – if implementation and adoption is a success, your customers will start to experience the tangible benefits of the software. This could mean improved efficiency, increased productivity or greater practice automation.

The quicker you can move the implementation and adoption phases, the sooner your customers will get that warm, cosy feeling that ‘added value’ brings to the table. And turning your customers into rabid brand advocates is a major pathway towards growing the business.

What can tracking your TTV score bring to the table?

Why is TTV such a critical metric for your accounting tech startup? It’s all down to what it tells you about your customers’ perception of the product. 

Yeah, you want to have a solid pipeline of sales bringing in recurring revenue. But you also need those paying customers to get the value you’ve promised. If your tagline is ‘Transforming your practice management with smart AI tools’, you’d better bloody deliver on that value promise!

What your TTV score does is give you a way to quantify and drill down into that value proposition, so you can start refining, nuancing and improving your offering.

Shortening your TTV can lead to:

  • Improved customer satisfaction and loyalty – if you shorten your TTV, that’s a sign that customers are grasping the value in your solution more quickly. That enhances your customer satisfaction and helps you start creating loyal brand advocates.
  • Reduced customer churn and better retention – satisfied customers are less likely to churn and disappear off the radar, reducing your customer acquisition costs and making your whole operation a lot more profitable as a result. 
  • A boost in word-of-mouth marketing – if your customers are totally stoked with your product they’ll want to sing your praises from the rooftops. A true advocate will refer you to their mates and their network, helping you expand your customer base fast. 
  • Better data-driven decision-making – TTV data gives you golden insights into where your startup may need to up its game. That might mean upgrading your UI, adding missing product features or making the onboarding process a whole lot easier. 
  • A competitive advantage over other market players – in the super-competitive accounting tech market, a shorter TTV is a fundamental way to differentiate your startup from the competition. If your customers get to the value prize more quickly, that’s an edge that your competitors will find it very difficult to overcome.

What can you do to supercharge your TTV?

So, what does a shorter TTV tell you? Basically, it’s a great indication that your accounting tech solution is easy to implement, user-friendly and quickly delivers value to customers (in other words, you’re killing it!). Startups with a good TTV score are likely to have higher customer satisfaction, increased retention rates and incredible word-of-mouth marketing.

So, what can you do to boost that TTV number and start seeing better results?

Here are some core areas to focus on:

  1. Ease of implementation – make it as easy as possible for new customers to get up and running. Streamline the installation process, provide comprehensive documentation, and make sure your onboarding support is second to none.
  2. An intuitive user interface (UI) the simpler your UI is, the faster people can get up and running. Design a user-friendly UI that has clear navigation, consistent design patterns and context-sensitive help features to get new users out of trouble quickly.
  3. Quick wins and visible benefits – make it clear why your solution is the one to choose. Highlight the software's immediate value benefits, whether that’s automating repetitive tasks, reducing manual data entry or generating real-time financial insights.
  4. Training and support – top-notch training helps remove the hurdles when a firm first starts using a new solution. Offer comprehensive training resources, including tutorials, webinars and online communities, to help customers quickly grasp the software.
  5. Continuous improvement – your product never stands still, so make sure there’s a process of continuous development embedded into your culture. Get feedback from your customers, analyse usage data and do your utmost to address every single customer pain point, while delivering the ultimate customer experience. 

Let Journey send your TTV stratospheric

Boosting that TTV score should be high on your priority list, as the founder of an accounting tech startup. But being able to stand back and objectively judge where your solution is slowing down the all-important TTV score isn’t easy when you’re on the inside looking out.

At Journey we’re the experts in growth marketing for the accounting tech sector. So we know exactly what’s going to shorten that TTV time and get your accountant audience paying attention. 

Partnering with us helps you:

  1. Shake up the accounting technology sector
  2. Elevate and streamline your marketing efforts
  3. Amplify your presence in the accounting niche

Get in touch to find out how Journey can shorten that TTV time, transform your customer experience and help you start delivering explosive growth for your accounting tech startup.

Let’s talk about TTV

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7 Ways to Improve Your Sales in Accounting Tech

Unlock potent sales strategies for accounting tech, boosting conversion rates and client engagement. Elevate your sales team's performance.

You’ll never become a great accounting tech success story without a grade-A sales team. 

That’s the truth of it. Your sales people are there to win customers, convert opportunities and keep prospects flying into your funnel. Without them, you can wave goodbye to those ambitious sales targets and your new Tesla. So, at Journey we realise the critical role that sales plays. 

However, there’s a big difference between an effective sales function and a sales department that’s limping like a wounded dog towards its monthly target. 

So, what makes you a killer SaaS sales person? In a recent sales consulting session, we went through all the things sales reps get wrong (and how to get things back on track)

Here's the no-nonsense breakdown and what you can learn👇

1. You need tough skin in sales: rejection is part of the game

We’ve all been there. You put weeks of work into warming up a prospect, it looks like they’re about to sign on the dotted line, and then they disappear into the ether. 

Learn from it, don't cry over it. That’s a philosophy to have tattooed somewhere visible every time you end up getting let down by your latest prospect.

Sales is about discipline, repetition and your ability to learn, extract and then turn that into value you can bring to your prospect. 

You're gonna get A LOT of ‘no’s along the way: deal with it.

2. Language in demos: get to the point

A demo is a MAJOR chance to make your case for your product. Sales and marketing have done all the hard work to get you in front of this client, with a laptop primed to show off all the latest product features. So, don’t bugger it up before you’ve even started.

Use language that hits home. If it's not adding value, cut it. Don't talk in circles, be precise and transparent. Don't beat around the bush. Show me exactly WHY I need this product in my tech stack and do it as quickly, clearly and simply as possible.

Less is more should be your motto. You're here to deliver a good demo, not a long demo.

3. Know your client: understand their pain points upfront 

If you don't know what your client wants, you're shooting in the dark.

Too many reps have meetings booked automatically in their calendar, and the big mistake they make is not calling the prospect in advance to:

  1. Introduce yourself and your product
  2. Qualify the prospect as a good fit buyer
  3. Make a call on whether they’re the right target to invest 30-40 mins of demo time on.

Don't turn up to demo/meetings blind. Call the prospect the day they book the meeting!

4. Lead qualification: don't waste time on bad fits

Qualify your leads rigorously to focus on those who actually might buy. There’s no conceivable world where every potential buyer you target will be a good fit. So do your absolute best to sort the good from the bad before you start trying to warm them up as a prospect.

You should know in the first 5-10 minutes if this person is qualified to buy your product. It may be obvious from the get-go that both buying signals and pain points are not identified.

If that happens, finish that demo early.


5. Address real issues and pain points

Clients have specific problems they need resolving. Whether their pain is slow reporting or a need for real-time data, show them how you solve these precise problems. Don’t just run them through all the generic features and tools the product has to offer.

The JTBD framework does a great job of helping you speak to your prospects’ real needs. What job are they trying to do, what's the pain connected to it and how can you solve it?

No pain, no gain. You get it?

6. Pitch perfect: stay focused on the client’s needs

Your pitch should be a laser, not a shotgun. Focus on what matters to the client, not showing off every tool and widget that your product can offer.

The good news, you're gonna practise how you pitch 20-30 times per day. Which means you're gonna practise it around 100-150 times in a week.

If you're only picking up the phone and pitching 2-3 times per day, because you're consumed by emails, you're doing it all wrong. 

Pick up the phone. Get some face-time with prospects. Get talking about your product!

7. Communication: Be direct but not a robot 

You need to be clear but also show you understand and care about the prospect’s needs. People buy from people, so a bit of humanity goes a long way. But there’s also no point beating around the bush when you’re here to sell.

Key actions you can take:

  • Follow up with calls, not just emails.
  • Sharpen your pitch. Make it concise and relevant.
  • Pre-qualify leads – don't waste time on those who'll never convert.
  • Get feedback in demos. If they're not getting it, you're not selling it.

Bottom line: Understand the client's needs, be direct in your approach, and don't waste time on what doesn't work.

Want to kick your sales into touch?

If you’re reading this and thinking ‘Sh*t, my sales team really needs to up their game!’ then maybe it’s time to come and have a chat with Journey. 

We’re the growth marketing experts for tech companies in the accounting space. What we don’t know about sales, growth marketing and scaling up your tech business isn’t worth knowing.

Get in touch and let's add some polish to your sales shine.

Book a chat with Journey

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