Adfin | Emily Rutterford: what it takes to modernise an accounting firm

"Adfin isn’t interchangeable with GoCardless. It’s accountant-first, with a far deeper Xero integration."

This week’s spotlight is a little different…we’re chatting with Emily, Digital Solutions Manager at Knights Lowe. Unlike our usual founder features, Emily’s role is all about driving internal change: researching, implementing, and advising on tech that makes a growing firm more efficient. She’s one of many Adfin users who’ve helped shape our roadmap: sharing feedback, flagging use cases, and influencing how the product evolves.

Could you give us an overview of Knights Lowe and the kind of clients you serve?
We’re a general practice. We work with everyone - from sole traders to large clients that need audits, across all industries. We don’t have a niche as such, but we’re big enough to have dedicated departments and some staff have their specialisms - we have around 85 staff across three offices. The firm has grown through a mix of acquisitions and organic referrals. There are people who’ve worked here for over 25 years (it’s got a really lovely vibe!). Internally, there’s a great atmosphere, lots of social and charity events, and genuine friendships. Fun fact - we even have two sets of identical twins who all work in the same office!

Can you tell us about your role as Digital Solutions Manager and what it involves?
It’s a new role in this firm, I’ve been here nearly a year. I was previously an Operations Manager at a smaller firm, and now I've moved to a bigger practice to specialise in the tech side - both internally and in client advisory work. I handle app advisory, training, software setup, and take the lead on improving internal systems and processes. Basically, I try to create efficiencies wherever I can.

With so many referrals coming in, what do you think drives clients to recommend you?
I think our client managers are just brilliant. They take the time to really understand their clients allowing them to provide tailored advice to help clients achieve their goals, whether that be growing their business, mitigating tax or considering succession and exit strategies. Ultimately it’s about a focus on making them happy. That ethos runs through the firm - customer service is key. We host client events like golf days and go-karting and run seminars whenever there’s a new budget. We invite clients along, which helps build really strong relationships. I hadn’t experienced that before joining here, and it makes a big difference. We consistently attract more clients, often through referrals so we are always growing (and recruiting)!

When you joined the firm, were there specific challenges you were brought in to solve?
The firm had grown so much, particularly via acquisitions, that it reached a point where they needed someone dedicated to researching and implementing new tech, so my CV came at the right time. I’d been in a similar position in my previous role – watching hours of webinars, engaging with others in digital accountancy forums, and attending events like XeroCon and DAS (Digital Accountancy Show), talking to multiple tech providers. One of my recent projects has been to implement a Direct Debit solution, that’s how I came across Adfin.

What prompted your decision to start using Adfin, and what problem were you looking to address?
We’ve been using Adfin for a few months now, and it’s been a refreshing change – your support is excellent. The better rates were a strong incentive, but what really stood out was the absence of chargeback fees when a mandate collection fails – a real plus compared to other providers as these can quickly add up. We also value the built-in automation: clients receive reminders to sign their mandates, reducing the need for manual follow-up. What sealed it for me was the control Adfin offers over the integration. We can set caps on payment limits, by payment type, helping to manage risk when billing larger fees. The roadmap is also packed with features I know we’ll need – they’re clearly listening to firms like ours!

You’ve been a big part of shaping our roadmap with your suggestions - including the upcoming payment link feature. What are you hoping it will help with once it’s live?
I’ve been working with the team on how I’d like it to work. One of the things our MD wants is the ability to take deposits upfront - before an invoice is even raised. Payments on account, basically. It’s great that I’ve been able to give feedback directly and influence how the product is being built. It feels like I’ve got a tech partner who’s custom-building something for our needs - though I know it’ll help other firms too!

What’s your approach to adopting new tools - is it usually needs-first or tech-first?
A bit of both! Sometimes I think people don’t realise they need something until they see it. I usually know what I need to achieve - I just don’t know how yet, so I research! I’m not usually an early adopter - I usually jump on board with the early majority (when the product is further in its development phase) but Adfin is one of the few products I jumped on early because it solved a very specific need we had.

I’m also not afraid to find software engineers on LinkedIn and ask for new features I need!

How would you describe your overall mindset when it comes to implementing change?

I love change - only at work, though! In my personal life, I like routine and structure - I’ve even always lived in the same village! But at work? I thrive on change. I love making improvements, introducing new tech, and creating efficiencies. It’s so satisfying to help implement something our MD had wanted to do for years but never had the tools or the right person to make it happen.

Joining a larger firm has been a big learning curve - communicating change across multiple teams and offices has been challenging. I’ve definitely made mistakes, but I’m learning a lot and continuing to adapt along the way.

What’s your favourite Adfin feature - and why does it stand out for you?
Definitely the control via Xero branding themes. It’s simple but really powerful.

I also love that Adfin sends three automatic reminders. Now I don’t need to set diary reminders - it just handles it.

Is there a common misconception about Adfin that you think more people should be aware of?
Yes. People think GoCardless and Adfin are interchangeable, but they’re not. The integrations are completely different. Adfin is built for accountants - you can tell it’s been designed with us in mind. There’s just so much more flexibility and depth to the integration with Xero. It’s a different level of tool altogether.

Are there any upcoming tech trends that you're especially excited to explore or implement?
I’m excited about AI - I’m a huge ChatGPT fan! I think Making Tax Digital for Income Tax is going to be a huge shift. That’s my next big project. I’m creating a whole new business model for it using Socket and Adfin. So I am excited about how tech can make that easier!

What’s one task you really enjoy - and one you’d happily never do again?
I hate filling out forms. Especially by hand, my handwriting is terrible! There’s just something so boring and daunting about it - even though I love structure, I’ll often mess up the boxes!

Are there any personal tools, apps, or technologies you're currently loving?
I’ve made my house super smart. I control my heating with the Nest app, I’ve got a smart doorbell, smart lights... I just want an easy life! I don’t want to do things manually if tech can do it better!

I swear by Google Assistant for my shopping list. I’ll just say, “Hey Google, add caster sugar to my shopping list.” Then when I’m at the supermarket - it’s all there. Total game changer. You don’t have to stop cooking to find a pen or worry about leaving the list on the fridge. I love it.

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Tailored advice, top-tier service, and a team that knows how to build real client connections (go-karting anyone?!). Want in? Get in touch with Knights Lowe today.

Want a payment solution that’s actually built with you in mind? Sign up to Adfin now.

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