Live cohort · Applications open
Most founders burn their first year selling to accounting firms like they're any other SaaS buyer. They're not. They buy on trust, on referrals, and on the word of institutions you've probably never dealt with. Six live sessions with the team that does this for a living — the same playbooks we run for clients, taught rather than done.
70+
brands grown in accounting tech
Thirty years inside this channel. Live partnerships with ACCA, ICB and the Australian Bookkeepers Network, past work with ICAEW and CA ANZ, and the app-store and channel work behind brands like Ignition and FirmCheck.
Free trial, self-serve, close in a week. Accountants are analytical, deadline-driven and risk-averse — they'll take three touchpoints across a year before they'll take a call.
Nobody said what that means when your partners are accounting firms, what you'd owe them, or why a firm would put its own client relationships behind your product.
A listing is not a channel. Being on the Xero or QuickBooks marketplace and being found there are entirely different problems, and only one of them is solved by submitting a form.
Fair enough — our floor is four months and five figures. That's the wrong shape when you're still proving the wedge, and it's exactly why this exists.
Sequenced deliberately. Most founders start at module five, spend six months building a partner program nobody joins, and never do the work in module one.
The accounting firm buying committee: the partner, the practice manager, the ops lead. Who champions you, who kills you, and which one you've been pitching by mistake.
The specific job a specific type of firm needs doing. How to find it from your existing customers' own words, and why spending on demand before you have it just buys expensive proof the message is wrong.
Xero, QuickBooks and Sage: how listings actually get discovered, what the ecosystem teams reward, and how to earn placement rather than wait for it.
What ACCA, ICB, ABN, ICAEW and CA ANZ genuinely want from a vendor, what they'll never agree to, and how to approach one without wasting the only introduction you'll get.
Tiers that mean something, margin that survives contact with a CFO, and enablement — because a firm won't recommend you until it's certain you won't embarrass them in front of their client.
Outbound into the channel when your buyer is an accountant: where they already gather, what earns a reply, and what to do in the ninety days after someone says yes.
Run over six weeks. You get the thinking applied to your market and your product in the room — not a recording of it applied to somebody else's.
Small enough that we know what every company in the room is working on, and that you can put your own situation on the table in any session. Scheduled to work across AU and UK hours.
Partner tier models, marketplace checklists, the scripts we use to approach a professional body, enablement assets. The same ones we use on client engagements, yours permanently.
Not a guest lecturer reading someone else's slides. Between them they run the accounting channel across Australia, the UK and North America — and the sessions split along exactly that line.
Thirty years inside accounting tech and the relationships that come with it. Trent takes the wedge, the buying committee and the partner program commercials — the parts where the answer is usually "that depends on the firm", and he can tell you which firm.
Jordan runs Journey across EMEA and lives in the professional-body and marketplace end of this. ACCA, ICB, ICAEW, the Xero and QuickBooks ecosystems, and what a UK firm needs before it will put its own client relationships behind your product.
We're running the first cohort live before recording any of it, so the group shapes what's in it and gets our full attention while we're doing it. Dates get set around the people we accept — that's why it's an application rather than a list. Tell us where you're stuck and we'll come back either way.
Price · one-off
A$4,500
One-off, ex-GST. Nothing is payable until you're offered a seat and the dates are confirmed.
No date yet, and we'd rather say so than invent one. We set them around the people we accept, including time zones — which is why it's an application rather than a list. Apply and you'll hear before it's announced anywhere else.
A$4,500 one-off, ex-GST — roughly US$3,150 or £2,350. For comparison, our lightest retainer is A$3,000 a month on a four-month minimum, so this is a fraction of that commitment. The difference is what you're left holding: a retainer buys you a month of our time, this buys you the playbooks and the judgement to run them yourself, permanently.
Six live sessions over six weeks, plus whatever you choose to do between them. Sessions are scheduled to work across Australian and UK hours, and recorded so you're not sunk if you miss one.
Trent McLaren and Jordan Vickery, live, between them. Trent takes the wedge, the buying committee and partner commercials; Jordan takes the professional bodies, the app marketplaces and the UK channel. Their hours on it are capped on purpose — protecting client delivery is what keeps the material worth teaching.
Sessions are recorded and you keep the recordings, so a clash isn't fatal. But this is a live cohort rather than a course you binge — if you can't make most of them, you'd get more out of waiting for the next one.
Then you want an engagement, not a program. Build what you need on the pricing page and we'll come back with a scoped proposal. The program is for founders who aren't there yet.
No. The channel logic holds across AU, the UK and North America, and the differences between those markets are covered explicitly — professional bodies and app ecosystems don't behave the same way in each.
Referral or reseller? What margin actually motivates a firm? When should a partner graduate a tier? A practical guide to building a partner program that accounting firms will actually join — and stay in.
Read More →
ACCA, ICB, ICAEW, CPA, CA ANZ — the bodies are the trust layer of the accounting market, and most vendors approach them completely wrong. What they actually want, what they'll never agree to, and how the conversation really goes.
Read More →
Control points are the features, integrations and workflows that keep customers locked in. Here's how accounting SaaS companies use them to drive growth and cut churn.
Read More →If you already have a repeatable motion and need people to run it rather than teach it, that's an engagement. Build what you need and we'll come back with a scoped proposal.
