Acquisition and onboarding systems for accounting firms. Built, not advised.
Fiscal Flow started in 2024 and now works with 40+ accounting and CPA practices across the UK and US, most of them between 2 and 20 staff. We use national business registry data and Google search data to find where demand actually sits, then build the positioning, search architecture, paid acquisition and onboarding workflows around it. Run out of Ipswich, Suffolk, under Unskipped Ltd, company number 14533994.
How Fiscal Flow started
Ipswich, 2024.
Will Pettifor was building marketing systems for service businesses and kept running into the same pattern inside accounting practices. The firm had capacity, decent client retention and a partner who was competent at the actual work. What it did not have was any reliable way of getting in front of new clients. Growth came from referrals, and referrals arrived when they felt like arriving.
The response was to stop treating this as a marketing problem and treat it as an infrastructure problem. That meant picking a niche using registry and search data rather than instinct, building a website structured around conversion, running search and paid acquisition into it, and putting a CRM and automated onboarding workflow behind the enquiry so a busy practice could absorb the volume without adding admin headcount.
Fiscal Flow now operates that framework across dozens of firms in the UK and US, with case work ranging across SEO architecture, registry data outbound, paid acquisition and AI qualification layers that screen enquiries before they reach a partner's calendar. The direction from here is depth rather than breadth: fewer service lines, better instrumented, applied to accounting and CPA firms only.
Operating principles we hold to
These are the rules we apply when a project gets busy and something has to give. They are observable, so you can hold us to them.
Niche selection comes from data, not preference
We pull national business registry counts and Google search volumes before recommending a niche. If the sector you like the sound of has thin demand in your catchment, we will say so and show you the numbers behind it.
Nothing launches until onboarding can absorb it
Generating enquiries a practice cannot process creates a worse problem than it solves. The CRM, automated workflows and digital onboarding go live alongside acquisition, integrated with the practice software you already run.
We report what happened, including the failures
Campaigns that underperform get reported as they are, with the change we are making next. You will hear about a channel that is not working from us before you notice it yourself in your own numbers.
You own every asset we build for you
The website, the ad accounts, the CRM data and the onboarding workflows sit under your ownership. Fixed monthly, no long-term contract. If you stop working with us, the infrastructure stays with the firm.
Who you will work with
Fiscal Flow is led by its founder, and he stays on the account.
Will Pettifor
Will Pettifor founded Fiscal Flow in 2024 and is the director of Unskipped Ltd, the company behind it. He works as an operator rather than an account manager, which means he builds the positioning strategy, specifies the search architecture and sets up the CRM and onboarding automation himself before anyone else touches the account. Most of his working knowledge comes from implementing the same framework across dozens of accounting and CPA practices and watching which parts hold up under real client volume. Clients consistently mention response speed and being kept in the loop, which is deliberate rather than accidental. He is based in Ipswich and takes growth calls directly, so the person you speak with first is the person running the build.
Numbers behind the business
Everything here is verifiable against Companies House or our Trustpilot profile.
How accounting firms describe working with us
Three reviews taken verbatim from our Trustpilot profile.
Will has been great since day 1 - clearly explaining his services, how the software works etc. and has responded quickly to any queries I have had. Since starting with Fiscal Flow last year, we have now seen a few clients added to our portfolio, with one of them being £250 + VAT per month, producing a great ROI. We haven't used any real advertising methods/software before (other than google ads) so i was sceptical - but really happy with how things have been going. I have now signed up for the CRM software/SEO side of things with Will and look forward to how this goes!
We've been genuinely impressed with Fiscal Flow. As an accountancy practice, we wanted a partner who understood our sector, and they've delivered on that from day one. What stands out most is how responsive and proactive the team is. Queries are dealt with quickly, and they regularly come to us with suggestions and improvements before we've even thought to ask. That kind of forward-thinking support is rare and makes a real difference to a busy practice. The service itself has been excellent throughout, and we're very happy with the results. Highly recommended to any accounting firm looking for a marketing partner who actually delivers.
Generated a large number of leads for our business which we could never have reached or managed on our own.
Find out whether this framework applies to your practice. Start with facts.
Answer a few questions about your firm and we will tell you plainly whether the system is a fit.
- See which niches have real demand in your area
- Understand what the build involves before committing
- Get a straight answer if we are not a fit