About Jeri Williams

Jeri Williams is a visionary entrepreneur and a trailblazer in the world of finance and business strategy. As the founder of Smooth Dubai, a firm specializing in company formation, tax, and accounting, she has redefined traditional accounting by bringing humor and innovation into the industry. 

Jeri's journey from starting a business in her UK garage with just a secondhand laptop and two babies in tow to leading thriving companies in both the UK and Dubai is nothing short of extraordinary. 

Known for her engaging personality and strategic approach, she has successfully expanded her business operations across two countries. 

In addition to her accounting ventures, she also founded the Digital Accountants Club, which helps accounting professionals streamline their processes and implement AI-driven solutions. With her vast experience in business setup and taxation, Jeri has become a trusted advisor for entrepreneurs navigating Dubai's business landscape.

About This Episode

In this episode of The Matrix Green Pill Podcast, host Hilmarie Hutchison welcomes Jeri Williams, an inspiring entrepreneur who has built a successful accounting empire while balancing family life and embracing technology. Jeri shares her fascinating journey from her early career in accounting to taking the bold leap into entrepreneurship. 

She discusses the challenges of starting a business from scratch, her decision to move to Dubai, and how she identified a gap in the market that led to the creation of Smooth Dubai. Jeri sheds light on the common misconceptions people have about setting up businesses in Dubai, especially around taxation, and provides valuable insights for entrepreneurs looking to expand in the UAE. 

She also talks about the role of AI in transforming the accounting industry and how automation is reshaping the way firms operate. The conversation touches on her approach to leadership, her strategies for balancing work and personal life, and her experiences in growing a personal brand on LinkedIn. 

Tune in to hear Jeri’s expert advice on running a purpose-driven business, embracing technology, and making the most of opportunities in Dubai’s thriving entrepreneurial ecosystem.

Quotes

1:16 - Despite one of my university lecturers trying to put me off of it, saying, "No, jeri, please, you go into marketing or something. Please don’t go into accountancy. It’s so boring, and you’re so not boring," I was like, "No, it’s what I want to do.

3:32 - I was kind of doing everything my own way. I was doing everything as digital as I could, using technology as much as I could and kind of doing things a bit differently to the rest of the practice that I was working at.

4:22 - I was nervous. But I’m quite a risk taker, and I think at the time I just planned to do a few sets of accounts from home. 

5:30 I never planned to have staff or to have premises or like hundreds of clients.

6:52 - People think they can set up a UAE business, not live in the UAE, and still benefit from zero tax, and that’s not actually necessarily the case. Companies are taxed where they’re controlled and managed from.

8:30 - I have an amazing team, and I couldn’t do any of it without them. You know, at the point that I moved to Dubai, my UK company was running without me.

10:06 - We realized that actually all the stuff that we’re doing—researching and implementing in Smooth—we could share this with other accountancy practice owners.

11:04 - I think people might be a bit nervous of trying out AI, but, as you say, it reads the email for you. It helps you craft a suitable response in

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