Georgi Rollings, the Founder of Starfish Accounting, has a career that has spanned continents, industries, and represents the very perception of what it means to be an accountant.
“I started off working for Deloitte in London back in 1996,” Rollings recalls. It was here, amidst the technological boom of the late 20th century, that she cut her professional teeth, “I was working in their technology team in London and so I did over three years there.”
The lure of Silicon Valley called, and Rollings answered, moving to California. “I worked with a lot of tech startups and on secondary public offerings, which was great,” she says, reflecting on her time at Deloitte’s San Jose office. This period not only honed her expertise but also saw her qualify in both the UK and the US.
Returning to the UK in 2003 marked a shift from the advisory realm to the corporate world, where Rollings navigated the complexities of IFRS and US GAAP at Anglo American, and later, the European accounting consolidation at Visa Europe. Her corporate journey continued at EDS, an American IT giant later acquired by Hewlett-Packard, where she spent five years before a life-changing event prompted a bold entrepreneurial leap.
“I went on maternity leave to have twins, started up Starfish Accounting toward the end and never went back into corporate land,” Rollings shares. The inception of Starfish Accounting in 2011 was more than a new business venture; it was the birth of a new philosophy in accounting.
Rollings’ transatlantic experiences reshaped her understanding of the accountant’s role—from gatekeeper to growth facilitator.
Today, Starfish Accounting represents Rollings’ vision of accounting as a proactive, client-centric service. “We’re there on the side of the client. We want them to do well. If they do well, then we do well,” she asserts. Embracing technology, the firm operates fully in the cloud and prides itself on being a Xero Champion gold partner, leveraging tech to empower clients and share insights across industries.
The Compass in the Storm for Small Businesses
Rollings, with her finger on the pulse of the industry’s evolution, speaks with a blend of foresight and compassion about the role of her company in today’s challenging economic landscape.
“We’ve gone full circle in the land of accounting,” Rollings observes, noting the shift from a tech-centric approach back to prioritising client relationships. She describes the current climate for business owners as “a really lonely place to be,” with the stress of the economy, the cost of living crisis, and the aftermath of Brexit and COVID creating a perfect storm of uncertainty.
Rollings identifies a gap that Starfish Accounting fills: being the steadfast ally for clients who feel they have “nobody in their corner.” “We fit into that gap where we understand what struggles are like,” she says, emphasising the firm’s role as both a sympathetic ear and a strategic advisor.
Rollings also sheds light on the myriad challenges small businesses face, from the rapid pace of technological change to the ever-evolving legislative landscape. She cites recent changes in corporation tax rates and the complexities surrounding research and development tax credits as examples of the hurdles her clients encounter. “They need somebody to help them navigate through those changes,” she asserts, reflecting on the firm’s proactive support during the COVID crisis with furloughs, cash flow forecasts, and loan applications.
Rollings presents a vision of an accounting firm that is more than just a service provider; it is a partner, a mentor, and a lifeline for small businesses braving the turbulent waters of the modern economy. It is this dedication to the “relationship” that Rollings believes is the cornerstone of her company’s importance and the key to its clients’ success.
The Micro Business Perspective
Georgi also emphasises the need for a reevaluation of the small business definition. “Policy makers need to revisit their understanding of what makes up a small business,” she asserts, highlighting the disconnect between government perception and the reality of micro businesses.
Rollings champions the cause of the smallest players in the business world, reminding policymakers that the vibrancy and health of the economy depend on the success of businesses across the spectrum, not just the larger entities.
Rollings recounts an event at Downing Street where the showcased ‘small businesses’ were, in her view, quite substantial with turnovers reaching £10 million. She argues that while such businesses are important, it’s the genuinely micro enterprises that are often overlooked, despite their significant contribution to the economy and employment. She advises policymakers to “get more of that voice at the table.”
Rollings cites the VAT Mini One Stop Shop (MOSS) legislation as a case in point of the struggles faced by micro businesses, where the intent to regulate large digital service providers inadvertently burdened the smallest, such as individuals selling knitting patterns online. The complexity of navigating VAT across European countries led many micro businesses to cease selling into the EU altogether.
Envisioning a Legacy
As she contemplates her legacy, Georgi reflects on the evolution of Starfish Accounting from its inception to its current state. Over the next decade, She envisions a gradual step back from the business she founded, a transition that prompts deep consideration of the company’s core values and alignment with her own. “It’s been an interesting thought process,” Rollings shares, noting the shift from a solo venture to a partnership that now owns the business equally.
Rollings takes pride in the recognition she has received, such as being named Xero Most Valued Professional 2024, an accolade that underscores her professional achievements. Yet, it’s the work around the company’s values that she believes will form the crux of her legacy.
Ultimately, Rollings’ legacy seems to be one of thoughtful leadership and a commitment to ensuring that the values of Starfish Accounting endure and evolve. It’s a testament to a leader who has not only achieved personal success but also fostered a business that reflects her principles and aspirations for the future.
