Ashcroft is run by practitioners — audit, tax technology and firm operations
people who spent years inside the workflows we now rebuild. We are designing
something quieter, better connected, and a good deal more human.
Nineteen years in tax and advisory, most of them spent trying to make close
week feel like something other than a fire drill. Seven of those were as a
senior associate at Brayford & Vance; the following eleven I spent leading
tech-enabled service teams at Halcyon Group, where delivery grew from 34 people
to a little over 410 across four offices.
That mix — hands in the work, then hands on the org — is why I am stubborn about
one thing: software for accountants should be judged on the third week of the
busy season, not on a demo. Everything we ship at Ashcroft gets tested against
that week.
Away from the desk I am usually somewhere on a long-distance footpath, or
failing to keep a sourdough starter alive for more than a month at a stretch.
