Daniel and Rachel Wu are the husband-and-wife team behind TaxAssist Accountants Welling. Combining Daniel's extensive tax advisory experience at leading global accountancy firms with Rachel's successful background as a multi-unit franchise business owner, they have built a thriving practice from the ground up. Since joining the TaxAssist network, they have grown their team to seven people and continue to expand their client base through a strong focus on relationships, service excellence and continuous improvement.
Can you tell us about your professional background and what you were doing before joining TaxAssist Accountants?
Daniel – After obtaining my ATT qualification, I held senior tax advisor roles at three of the Big 4 companies. Most latterly I worked as a consultant, responsible for managing global coordination, compliance and advisory work for multi-national clients, their global employees and executives.
Rachel - I have worked as a schoolteacher and a full time missionary. I have also run a multi-unit food and beverage franchise business which I recently exited from. Since then, I’ve been focusing fully on TaxAssist and on growing what we've built here in Welling.
Why did you and Daniel choose TaxAssist Accountants rather than going it alone?
Daniel was working at one of the largest accounting firms in London, and the long hours and mounting stress made it clear that something had to change. We decided it was time to build something of our own - and TaxAssist gave us the framework, brand and support to do that with confidence, rather than starting completely from scratch.
What were your biggest concerns before at the beginning, and how did the experience compare with your expectations?
Our biggest concern was footfall. Our premises were not on the busy high street we'd originally planned for, so we were not sure whether people would simply walk in off the street. In practice, those worries proved unfounded - the business has grown steadily, year on year, since we opened.
What does a typical day look like for you as TaxAssist Accountants?
A typical day means meeting amazing business owners and finding the best ways to help them thrive. We're constantly striving to improve - even by just 1% a day, so that over 100 days that adds up to real, compounding change, whether that's in client satisfaction, our SOPs, or how we manage our team. Watching that improvement show up not just in revenue, but in the quality of everything we deliver, is a genuinely rewarding experience.
How would you describe demand for your services in your local area, and what has helped you attract new clients?
Demand for quality accounting services is consistently high, particularly around advisory and tax planning. We put real energy into networking- meeting people face to face, looking them in the eye, shaking their hand, and taking the time to understand their needs and aspirations. A genuine interest in people, and empathy, go a long way in this business.
How has having a shop impacted your visibility and business growth?
Having a shopfront has been a massive advantage. Letting people see straight into the office breaks down the emotional and mental barriers that so often stop someone from walking in and asking for help.
What have been the biggest highlights or proudest moments since being involved with TaxAssist Accountants?
Attending the annual TaxAssist conferences has been a real highlight - seeing first-hand what an outstanding network of accountants we're part of.
Which aspects of the TaxAssist support have made the biggest difference to your business?
The technical support is excellent, but what we value most is the culture of TaxAssist - genuinely warm, kind leadership and a team that supports one another at every level.
How has your business grown since joining?
Starting from scratch, we've achieved consistent turnover growth of over £50k, plus organic growth, every year.
- Team growth: From the two of us to a team of seven.
- Acquisitions of other practices: We've been trying hard, but no success so far - we're always looking.
- Opening additional shops: We have a shop in Welling, but we'd love to open an additional shop if the right opportunity comes along.
- Work-life balance: We enjoy running this business, so we choose to work six days a week voluntarily. What matters most is having the freedom to decide how many days and hours we work.
What are your ambitions for your practice over the next five years?
Over the next five years, our ambition is to grow the practice to £1 million in revenue.
What would you say to someone considering joining the TaxAssist Accountants network?
Joining TaxAssist has been one of the best (if not the best) decisions we've ever made.
