For accountancy firms
Content marketing for accountancy firms, built on your partners.
Your reputation is built on the advisory work, and almost none of it is public. Findwell gives every partner a page for the questions clients actually bring them, built from an hour of their time a month.
- A hub, and the team that fills itSoftware on your domain with a page per partner, written and prepared for your sign-off
- Partners who get foundRanking on Google, quoted by the trade press, named in AI answers
- From £1,000Per partner a month, six month minimum, no setup fee
What Findwell is
A content platform for accountancy firms, and the agency that runs it.
Two things that are usually bought separately, and that only work together. Here is the whole proposition in one line.
The work
An agency that makes the content
We interview your partners, write in their voice, prepare it for your own review process and pitch it out.
The place
A platform of your own to hold it
A hub on your subdomain with a page per partner and per specialism, structured so search and AI can read it.
Findwell
The platform, with the people who feed it
Live in about two weeks, on an hour a month from each partner.
What it is
A page for every partner, built around their specialism.
On a subdomain of your own site. Their view, their sectors, their commentary on the rules as they change, structured so that search engines and answer engines can tell who does what.
Pick one to find it on the page
How it works in practice
A dashboard behind the hub: what each partner ranks for, who is reading, which companies are visiting and what the coverage earned.
Commercial goals and brand guidelines agreed before anything is written, your house style, and a named sign-off inside your own review process.
Where we secure coverage for accountancy clients
What you get
Everything a partner needs, made for them.
One conversation with a partner turns into all of this. We make it, we place it, and every piece lands back on their own page.
Shapes everything below
Published, then on the hub
Lives on the hub
Posted, then links to the hub
Sent, then kept on the hub
Cut, then hosted on the hub
See what your partners would rank for.
A thirty-minute walkthrough on your own firm. We will show you where your partners sit today, and what the first quarter would produce.
How it works
One hour a month. We do the rest.
The whole commitment from each partner, in one picture.
That is the whole ask. Talk for forty minutes, read one draft, and none of it lands on you in January.
Talk it through
Recorded, with an editor who knows the specialism well enough to push back when the answer is that it depends on the structure.
Read it once
We draft in their voice and hand it to your own review process with the sources laid out. Your team signs it off. Partners approve rather than write.
Then forget about it
Published on your hub, pitched to the tax and accountancy desks that cover the specialism, then cut for LinkedIn, the briefing and video.
A worked example, not a client
What a year looks like for one partner.
The plan we would put in front of an R&D tax partner in week one, quarter by quarter. No firm has to imagine what the retainer produces.
The specialist
Twelve years of claims and enquiries, and almost nothing published under her own name.
The niche
R&D claims that survive an HMRC compliance checkNarrow enough that one partner can own it, broad enough that founders, finance directors and their advisers all search it under pressure.
Why that one
2,400searches a month across the cluster, and almost no partner-level pages answering any of it
Once, before anything is published
Content strategy
Agreed with Nadia and with BD before a word is written, so nobody is arguing about scope in month three- Which specialism Nadia owns, and how narrow to go. Corporate tax is far too broad to win, R&D claims that survive an enquiry is not
- The questions worth answering, ranked by what finance directors actually search
- The terms we are going after, and the ones we are deliberately not
Biography and partner page
Not the service-line page and not the credentials deck, both of which are written for a procurement process rather than a reader- The matters Nadia can talk about, and the sectors she actually works in
- What Nadia is known for, in the words a client would use
- Structured so search and answer engines can tell one tax partner from another
Social refresh
It is the first thing a finance director checks after a recommendation, and usually the last thing anybody updates- Headline and about section rewritten around the niche rather than the firm
- Featured section pointing back at the hub
- Banner and profile consistent with the partner page
Live in about two weeks, with no IT project and nothing for your web team to do. Nothing is published yet, and nothing has been near risk and compliance, which is deliberate. We agree what Nadia is claiming to be expert in before anyone has to approve a word of it.
Every month
3 insight extractions, one a month
Forty minutes, recorded, with an editor who knows the practice well enough to push back. Everything below comes out of it- The argument Nadia makes to every founder who claimed without advice
- What the merged scheme changed in practice rather than on paper
- The costs Nadia keeps seeing claimed that should never have been
3 newsletters, one a month
Written from the interviews and sent to Nadia’s own contacts, then republished on the hub so the cluster and the client list grow together- What HMRC actually looks at when it opens a compliance check
- The two claim types most likely to be rejected this year
- Which costs still qualify now the 2026 rules have bedded in
1 media piece: an op-ed
We start where Nadia controls the argument, so the first one is placed on our own timing rather than chased into a news cycle- “The R&D crackdown has not fixed the thing claimants get wrong”, in Accountancy Age
5 video clips filmed
One sitting on an interview day, so the whole year of video costs no extra partner time- The three costs people wrongly include in a claim
- What an HMRC compliance check actually involves
- Advance assurance, and who it is actually for
- Should you claim at all, and the questions to ask first
- What happens in the first week of an enquiry
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Nadia a reason, rather than to a schedule nobody believes in- A post for every piece we publish
- A reaction on the days HMRC publishes its R&D statistics
- Comment on a tribunal decision while people are still reading it
Indexed within the month. Nothing ranking yet, and anyone promising otherwise on a new hub is guessing. What usually happens first is internal: another partner asks why their name is not on it, which is how the second and third get signed off.
Every month
3 insight extractions, one a month
The conversations keep going. New matters, new rules, whatever Nadia is arguing that month- What the merged scheme has done to claim volumes a year on
- Where HMRC is pushing hardest, and what that looks like early
- The subcontracting question Nadia gets asked most
3 newsletters, one a month
Each republished on the hub. Six pieces in, and the cluster starts to join up rather than sit as separate posts- The merged scheme, and what actually changed for smaller claimants
- Subcontracted R&D, and who is entitled to claim it
- When a compliance check turns into a discovery assessment
1 media piece: an interview
Pitched off the back of a live story, so Nadia is the name the desk already has when it runs. A harder format to earn than an op-ed- Interview with Accountancy Age on what the merged scheme has done to claim volumes
Video running
Published from the quarter one sitting, one every fortnight or so, cut back to a single question each- One clip a fortnight, on the hub and on LinkedIn
- Each one answering one question and nothing else
- Subtitled, because most of it is watched on mute
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Nadia a reason- A post for every piece we publish
- Reaction on the days the statistics or a tribunal decision land
- The occasional short answer to a question Nadia keeps being asked
The first enquiries tend to come from advisers rather than directors. A lawyer or a corporate finance contact finds the subcontracting piece while checking something for a client, and Nadia is the name attached to the answer.
Every month
3 insight extractions, one a month
Filmed on one of these days, so the second sitting of clips costs no extra partner time- What HMRC can reopen, and how far back it can go
- The board conversation that happens too late, after the letter
- What the R&D statistics actually show, under the headline
3 newsletters, one a month
Each republished on the hub. Nine pieces in, and the niche is most of the way covered- What to do in the first week of an enquiry letter
- Advance assurance, and whether it is worth the effort
- Reading the HMRC R&D statistics properly
1 media piece: broadcast
Pitched in response to breaking news, on a story where a reporter needs a name today. This is the slot the first two quarters earn and the one no firm can buy- Radio or podcast comment on an HMRC enforcement story in the news that week
5 more clips filmed
The second sitting, six months on, to carry the rest of the year- Subcontracted R&D, and who can actually claim it
- Can HMRC reopen a claim you made three years ago
- The R&D figures, and what they really show
- The merged scheme, and what it does to your forecast
- Talking to your board before the enquiry lands
LinkedIn, as it comes
By now the posts are getting picked up by journalists as often as by clients- A post for every piece we publish
- A same-day reaction when HMRC changes its guidance
- The clips, one at a time, as they come out
Journalists start calling rather than being pitched, usually in the week HMRC publishes its R&D statistics. And when a finance director is searching this the evening the enquiry letter arrives, Nadia’s is a name that comes back.
Every month
3 insight extractions, one a month
The last three of the year, and the one where we ask what Nadia wants to own next- What the Budget did to innovation reliefs
- Where Nadia thinks the enquiries land next year
- The question Nadia wants to be known for in year two
3 newsletters, one a month
Including the annual guide, which pulls the whole year onto one page and becomes the piece that ranks hardest- R&D claims that survive a check, the annual guide
- What the Budget did to innovation reliefs
- Where the enquiries land next year, sector by sector
1 media piece: a year-ahead op-ed
Placed as the year turns, when every desk wants a forecast and almost nobody will commit to one. By now Nadia is a name the City desk recognises- “Where the R&D enquiries land next year”, pitched to a national
Video running
From the quarter three sitting, still one a fortnight- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Posted off the back of each piece, and the year-ahead piece will do more than anything else Nadia has published- A post for every piece we publish
- The year-ahead argument, in Nadia’s own words, ahead of the op-ed running
The cluster answers the whole question rather than one part of it. That is the point at which it starts pulling engagements rather than traffic, from finance directors who arrive already knowing who Nadia is instead of through a tender.
What that adds up to
12 hours
Of the partner’s time across the year. Twelve insight extractions, one a month, and a read of the drafts. The filming happens on two of those same days, so it costs nothing extra.
Across your service lines
The model is the same. What we publish is not.
An audit partner and an R&D tax partner are found by completely different people asking completely different questions.
Innovation relief is where the enquiries land now
We work with corporate tax and innovation relief partners, supporting them with R&D eligibility explainers, enquiry guidance, capital allowances commentary and the notes finance directors circulate before a claim goes in.
A finance director searches this the week the enquiry letter arrives, and again before the next claim. Whether it is a first claim, a compliance check or a claim someone else prepared, your partner is the one who has already set out what HMRC actually looks at, in their own words, on your own site.
The team behind it
You are hiring people, not software.
Findwell is a product of Profile, an award-winning thought leadership and PR agency. So is the team.
“From the outside one accountancy firm looks much like another, and compliance work does nothing to change that. The difference only shows up when a client hits something genuinely hard, and by then they are searching for a specialist rather than for a firm. We built Findwell so that the specialist is findable before that moment rather than after it, which means getting the argument out of a partner’s head and publishing it. Nobody has time to do that in-house, least of all in January.”
Jordan GreenawayFounder, Profile
Questions
What firms ask before they start.
+How much does content marketing for accountancy firms cost?
+Who writes it, and how much partner time does it take?
+Does this create an independence problem with audit clients?
+Is this SEO, AEO, GEO, PR or thought leadership?
+What happens in January, when nobody has any time?
+How long before our partners rank for their specialisms?
+What happens to the content if a partner leaves?
+Can we start with a couple of partners rather than the whole firm?
+Why not just hire someone to do this in-house?
+What if we already have an insights page?
See what your partners would rank for.
A thirty-minute walkthrough, on your own firm, of where your partners sit today and what it would take to move them.