Accounting Influencers Roundtable


Disrupters in Accounting with Emma Crawford-Falekaono

Emma Crawford-Falekaono, Head of EMEA at Ignition talks about why now is an exciting time for the accounting world and how firms use technology.

Episode 95. In today’s interview, “Disrupters in Accounting with Emma Crawford-Falekaono”

Emma is the Head of EMEA at Ignition. She has over 15 years’ experience in Commercial, Accounting, Finance and Business Strategy environments across NZ, AU, US and UK. She started her career with a global accounting firm before taking time out to deploy with the British Military. Emma has spent the last decade on senior leadership teams of successful technology businesses including Xero, Tradify and Ignition. She founded Bastion Consulting Services in 2018, delivering consultative services to a range of international clients. She is passionate about seeing firms succeed with a focus on operational excellence, technology, team culture and delivery of strategic priorities.

Key takeaways from this episode include:

✿ how the accountancy profession has changed in recent years

✿ the argument for why accounting is an industry and not a profession

✿ why now is an exciting time for the accounting world and how firms use technology

✿ what has accelerated the adoption of technology in accounting practices

✿ who is responsible for driving change and tech adoption in accountancy firms

✿ the factors increasing the expectations of accounting firm clients

✿ how younger talent and new entrants to accounting are disrupting the profession

✿ what is driving the increased mergers and acquisition activity in accounting and fintech

✿ why a ‘best in class’ approach to fintech will win over ‘one box, one stop shop in accounting

✿ the rise of M&A activity in accounting for both solo-owned firm and bigger ones

✿ behind the scenes insight into the rebrand from Practice Ignition to Ignition

✿ whether relationships in accounting can be automated or must remain personal

✿ how technology can make enhance client experience for accountants and CPAs

✿ women in accounting and fintech – the key issues and opportunities

✿ the reason why women tend to occupy the lower kudos, lower paid roles in accounting firms

✿ celebrating the Women in Accounting Awards and the stories behind nominations

✿ what is coming up for Ignition in coming months with events, content and campaigns

✿ what accounting practitioners might ask themselves to prompt a conversation with Ignition

✿ why accounting and fintech is at a tipping point with growth and improvement

When not at work, Emma enjoys playing and watching rugby with her husband, baby son and dog.


The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus ‘from the client’s perspective’ episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week’s episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical ‘here’s what works’ tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services – the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don’t buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

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