From relocating across continents to building an award-winning accounting practice, Karen Goncalves' journey into franchising is a story driven by resilience, ambition and community impact. After a successful corporate career in both South Africa and the UK, Karen returned to her entrepreneurial roots by launching a TaxAssist Accountants franchise in Knaphill near Woking. Just one year later, she has built a thriving business, earned industry recognition and established herself as a trusted adviser to local businesses.
Background and early career
I grew up in Africa and spent most of my adult life in Durban on the East Coast, where I qualified as an accountant in a small but successful practice. Once qualified, I decided to enter the corporate world and stayed there for many years before starting my own accounting practice, which I sold to emigrate to the UK.
In August of 2008, my husband and I arrived at Heathrow, with three suitcases, and a pocket full of dreams. Unfortunately, as we arrived the economy collapsed and I decided to go back into the corporate world, where I have been for the last 16 years.
Discovering TaxAssist Accountants
I first became aware of TaxAssist Accountants in 2013, and on investigation, concluded that the timing was not right for me as I had a very successful career as a Finance Director in the Facilities Management Industry. In April 2024, I ended my corporate career and contacted the recruitment team at TaxAssist Accountants with the intention of attending their discovery day, which happened in June 2024. At this meeting, I came armed with a complete budget for my franchise and a million questions.
At the discovery day, it was quite clear to me that this was now the time for me to embark on this journey. I was enrolled on the initial training course which started in September 2024 and negotiated the Woking area for my franchise. To say that I was reluctant to spend four weeks in a classroom was an understatement. However, the course content, the hospitality and the attention to detail that was afforded me during this time was second to none. The team at the support centre made the whole experience exciting and challenging. Nothing was too much trouble, and in four short weeks, I made friends and acquaintances for life.
Preparing for launch
As soon as I knew that I had been enrolled on the initial training course, I began networking in my local area, becoming a member of the Surrey and Woking Chamber of Commerce as well as many other networking groups, and although I was not permitted to act on behalf of TaxAssist Accountants prior to completing the training, I was very proud and excited to advise everyone I met that I was to be the new franchisee in the area.
During the lead up to the training, Harry Brown, the Franchise Recruitment Manager, introduced me to all the relevant bank contacts and with his help I reworked my budget and managed to obtain a business loan and an overdraft at good rates. I researched property deals, council offerings, and spent many hours on LinkedIn, connecting with business leaders in my area, I even played golf to expand my network.
My training ended on 4th October 24 and on Monday 7th I had my car branded. It was a reasonable price for a moving billboard. On 9th October I exhibited at the 'Woking Means Business Exhibition', and my journey was off to a flying start. On 17th renovations of my shop began, which took five weeks to complete. I was lucky enough to have a friend who does this for a living, and I had booked him well in advance of the start date. While the renovations were taking place, I was project managing the shop fitout in terms of signage, furniture and carpeting, all while networking as well. I underestimated the time it would take for the furniture to arrive, which was two months, and had to open my shop with loan furniture.
Launching the business
As a direct result of the networking I did during the time between making the decision to join TaxAssist Accountants and actually walking out of the training, I submitted my first proposal on 4th November and signed my first contract on 11th. I receive leads from referrals, walk-ins, LinkedIn, my website, my car branding and the support centre.
Dave Spurrier, the Franchisee Development Manager is fantastic. He is always on hand to assist where needed, is so very supportive and a true source of positivity. That is the beauty of being part of a network, as isolation is kept to a minimum. The ongoing support that I receive from the Norwich Support Centre is truly amazing, offering marketing assistance, technical advice and constant general encouragement.
One Year In: Steady Growth and a Bright Future Ahead
It’s hard to believe that it’s already been a year since I took the leap and launched my own accounting practice. What began as a vision to build a future for myself and my family has steadily evolved into a thriving business, rooted in trust, professionalism, and community.
Over the past twelve months, the growth has been both humbling and energising. Our client base has expanded consistently, thanks to word-of-mouth referrals, local partnerships and a commitment to delivering personalised, high-quality service. Each new client brings a unique story and set of needs, and it’s been a privilege to support them on their financial journeys.
Equally exciting has been the growth of our team. From a solo operation to a small but dynamic group of professionals, we’ve built a culture that values collaboration, integrity, and continuous learning. Every new team member has brought fresh energy and expertise, helping us serve our clients even better.
As we look ahead, I’m filled with optimism. There’s still so much to learn, build, and achieve - but with a solid foundation and a growing network of support, the future feels bright. Thank you to everyone who has been part of this journey so far. Here’s to continued growth, meaningful relationships, and making a lasting impact.
Award-winning success
Karen’s hard work and dedication have already earned remarkable recognition. In August 2025, she was honoured with the 'Rising Star of the Year' award at a TaxAssist Accountants and Intuit QuickBooks event held at the Tower of London. This award celebrated her rapid business growth, exceptional client service and outstanding commitment to her local community, reflected in her impressive number of five-star client reviews.
Just one month later, in September 2025, her practice – TaxAssist Accountants Woking – was named 'Best Accountants in Surrey' at the Englands Business Awards. This achievement not only highlights the trust she has built with local businesses but also reinforces her reputation for delivering high-quality, client-focused accounting services.
Karen’s journey is a powerful reminder that success is built step by step-with clarity of purpose, hard work and the courage to keep moving forward. From her first networking events to opening her shop in Knaphill, she embraced every challenge and opportunity with energy and professionalism. One year on, her business continues to grow steadily, supported by a loyal client base, a dedicated team and the strength of the TaxAssist network. With two business awards already under her belt and ambitious plans for the future, Karen's story is only just beginning. Her focus remains clear: to deliver outstanding service, support local businesses and continue building a practice she can be proud of for years to come.
