In this episode of The Bookkeepers' Podcast, Zoe Whitman interviews her co-host Jo Wood, who shares what it really takes to run a high-performing bookkeeping practice. At the peak of her business, Jo was supporting 65 clients and generating consistent turnover of £25,000 per month. She talks through how she built and led her team, structured her services, and developed systems that allowed her to step back from the day-to-day without compromising client service.

Jo opens up about her leadership journey, why WhatsApp became an essential client communication tool, and how niching brought huge efficiencies. She also reflects on what she'd do differently if she were building her business today, given the range of tech and AI tools now available to bookkeepers.

This episode offers a practical and honest look into what it takes to scale a practice, not just in terms of numbers, but in building a business that works without burning you out.

You Will Learn:

How Jo structured her team to support 65 clients efficiently

Why she prioritised onboarding clients into the system, not just onto the books

The benefits of team-wide communication through WhatsApp

How niching helped streamline processes and improve service delivery

Why developing leadership and systems is more sustainable than doing all the work yourself

What Jo would do differently with today’s tools and technology

Practical strategies for scaling to £25k+ months sustainably

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

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Promotion

This video contains paid promotion.

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Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this special episode of The Bookkeepers’ Podcast, Zoe interviews her co-host and business partner Jo Wood about her incredible journey from struggling with self-belief to building and eventually selling her award-winning bookkeeping practice, Jo Wood Virtual FD.

Jo shares openly about the personal challenges that shaped her—including childhood bullying, becoming a young mum, and health issues caused by stress—as well as the pivotal moments that helped her realise her purpose. She explains how her family background in entrepreneurship laid the foundation for her own ambitions and how her values of belonging and service have fuelled the growth of the 6 Figure Bookkeeper community.

This heartfelt and inspiring episode explores what it really takes to build a successful business, the importance of mental and physical wellbeing, and why visibility and vulnerability are key in leadership.

What Listeners Will Learn:

Jo’s journey from employment to self-employment and starting her bookkeeping business

The role Jo's family and upbringing played in shaping her entrepreneurial drive

How Jo overcame burnout and serious health issues while running a growing business

Why she sold her practice, Also how she did it in just two weeks

The mindset shift from building a business to finding deeper purpose

Lessons about visibility, confidence, and redefining success

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6fig...

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Promotion

This video contains paid promotion.

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Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this deeply personal and moving episode of The Bookkeepers’ Podcast, Jo Wood sits down with her business partner, colleague, and friend, Zoe Whitman, to explore the story behind Zoe’s fierce independence. Over the last five years, Jo and Zoe have built multiple businesses together—but this episode goes far beyond business. Zoe opens up about her childhood, the challenges she faced growing up in and out of care, the emotional weight of financial insecurity, and how her experiences shaped her relationship with work, success, and trust.

Zoe reflects on how her early life built a sense of self-reliance that has served her—but also cost her. From buying her first house at 19 to closing her bookkeeping practice in 2020, Zoe shares how shame, pride, and practicality have collided in her journey as a businesswoman and mother. This is a rare glimpse into the vulnerability that sits behind many entrepreneurs' stories and a conversation about redefining success, legacy, and balance.

What Listeners Will Learn:

How childhood experiences shaped Zoe’s values and independence

The emotional impact of growing up in care and navigating unstable housing

Why Zoe became an accountant and how the profession changed her life

The real story behind closing her bookkeeping business during lockdown

How shame and resilience intersect in entrepreneurship

Why pricing and flexibility are vital for working parents—especially women

The legacy Zoe hopes to leave for her children and the bookkeeping community

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

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Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this episode of The Bookkeepers’ Podcast, Jo Wood and Zoe Whitman offer a candid and insightful conversation about what it really takes to build a six-figure bookkeeping practice. Prompted by a viral video that oversimplified the journey to business success, Jo and Zoe discuss the misconceptions that are often shared online and how these narratives can knock the confidence of hardworking bookkeepers.

Drawing on Jo’s personal journey of building a six-figure business, the episode breaks down the key components of success: visibility, investment (in time, money, and personal development), mindset, and consistency. Jo shares how she built her practice in public, the practical steps she took to gain clients early on, and how she prioritised growth through team support and marketing.

Zoe challenges Jo with frequently asked questions from the community, providing a deep dive into the practical and emotional realities of running a bookkeeping business. They address the pitfalls of comparing your progress to curated success stories online and stress the importance of finding your own version of success.

What Listeners Will Learn:

- The difference between starting a bookkeeping practice and growing a successful one.

- Why being a technical expert matters as much as marketing when building credibility.

- The truth behind the "laptop lifestyle" and what it actually looks like day-to-day.

- How to build visibility and confidence, especially when starting from scratch.

- The mindset shift required to treat your practice as a real business.

- What strategic actions helped Jo reach six figures – and how you can adapt them.

- Why consistency, self-reflection, and investing in support are critical for long-term growth.

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

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Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this hilarious yet insightful episode of The Bookkeepers’ Podcast, Jo and Zoe delve into the unexpected – and sometimes downright bizarre – things bookkeepers come across in their line of work. From sticky receipts and nipple tassels to denture moulds and PlayStation expense claims, this episode is packed with jaw-dropping client stories.

But beyond the laughs, Jo and Zoe tackle an important topic: boundaries in business. They reflect on early days of picking up physical receipts, building trust with clients, and the importance of staying safe—especially for women meeting clients face-to-face. They share practical advice on how bookkeepers can protect themselves, communicate expectations clearly, and onboard clients in a way that prevents awkward (and potentially unsafe) situations.

What Listeners Will Learn:

- Why setting boundaries is essential for both safety and professionalism.

- Real-life stories that highlight the weird and wonderful side of bookkeeping.

- How to educate clients on submitting receipts properly.

- The value of onboarding processes that include clear documentation guidelines.

- How to identify when it’s time to walk away from a client who doesn’t align with your values.

- Why your personal brand helps shape the clients you attract.

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

-----------------------------------------------

Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

Late payments, ghosted invoices, and clients who disappear after the work is done—sound familiar? Jo and Zoe aren’t holding back in this episode as they share the harsh realities of working with difficult clients, including the jaw-dropping story of one who needed a restraining order.

This conversation is packed with hard-won lessons and real-life experiences, as well as practical strategies to help you protect your business. You’ll hear how to spot red flags early, set watertight payment terms, build stronger onboarding systems, and draw professional boundaries that actually get respected.

If you’ve ever chased an invoice or questioned a client’s intentions, this episode will leave you feeling informed, empowered, and ready to take control.

What Listeners Will Learn:

● Why being paid upfront (or in instalments) is essential

● How to structure client contracts to prevent payment issues

● The importance of vetting clients and understanding red flags

● How Jo dealt with the worst client situation of her career

● How visibility, branding, and confidence reduce risk

● What to do if a client refuses to pay (including chasing debts legally)

● Why clear boundaries and professional communication are vital

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

-----------------------------------------------

About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

-----------------------------------------------

Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

An insightful episode of The Bookkeepers’ Podcast, Jo Wood and Zoe Whitman break down the key findings from Xero’s 2025 Accounting and Bookkeeping Industry Report. With Jo’s experience as a member of the Xero Partner Advisory Council (XPAC), the duo take a deep dive into what the latest data reveals about the future of the industry — from growth and technology adoption to advisory services and evolving client needs.

Jo and Zoe explore the report’s benchmarks, offering their perspective on where bookkeepers and accountants are thriving and where there's room for improvement. They also reflect on how tech-driven practices are changing the landscape, why some firms are still behind on cloud adoption, and how small practices can turn these trends into opportunities for growth.

Xero State of the Industry Report: https://www.xero.com/uk/campaign/part...

🔗 Useful Links for Bookkeepers 🔗

Everything you need in one place! Software, Training, Resources. Find it all here.

➡️ linktr.ee/6fb

You Will Learn:

What the Xero 2025 Industry Report says about practice growth and profitability.

Why many firms still struggle with tech adoption and cloud migration.

How client expectations are shifting — and how to meet them.

The difference between bookkeeping and advisory services (with real examples).

What the report reveals about the future of MTD and the optimism (or not) around it.

How to use this data to complete your own SWOT analysis.

What opportunities exist right now for bookkeepers to increase revenue without adding new clients.

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6fig...

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Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

There is a new look to The Bookkeepers' Podcast as Jo and Zoe share their real life stories to tackle a common challenge many aspiring bookkeepers face: how to start a virtual bookkeeping practice from home—particularly after facing redundancy.

Drawing from their own experience and real-life questions from their Facebook community, Jo and Zoe walk through the essential steps needed to set up a compliant, confident and client-ready bookkeeping business. From choosing your business structure and securing AML supervision to creating engagement letters and setting prices, this episode is packed with foundational advice for new and returning practice owners.

Jo shares her personal story of being made redundant and how that pivotal moment led to building a practice that aligned with her lifestyle and values. Zoe explores the mindset shifts required to move from an employee mentality to business owner confidence, especially when it comes to pricing and valuing your expertise.

The conversation also unpacks the pitfalls of hourly pricing, the emotional impact of redundancy, and the need to invest in yourself and your business. Whether you're at the beginning of your journey or considering a refresh, this episode will help you lay the right foundations.

You Will Learn:

Why redundancy can be a powerful catalyst for starting your own practice.

The essential legal and regulatory steps to set up a bookkeeping business.

The mindset shift from employee to business owner.

Why pricing by the hour is outdated—and what to do instead.

How to build confidence, even when you're feeling uncertain.

The importance of identifying your ideal client early on.

00:00 - Intro: How to Start a Virtual Bookkeeping Practice

00:17 - Starting a Business After Redundancy

07:29 - Step-by-Step: Setting Up a Bookkeeping Business

12:04 - Do You Need a Solicitor for Contracts?

14:01 - Ideal Clients and Choosing Your Services

15:54 - Pricing Lessons from Bridesmaids' Dress Alterations

18:59 - The True Value of Your Time at Work

22:49 - What’s the Minimum You Should Charge as a Bookkeeper?

26:07 - Why Hourly Rates Hold You Back

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

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About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

-----------------------------------------------

Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this candid episode of The Bookkeepers' Podcast, Jo Wood and Zoe Whitman reflect on their journey of recording 300 episodes and the evolution of their business and podcasting space. From recording in garages and spare rooms to stepping into a studio, they explore what it means to give yourself permission to grow, invest in yourself, and up-level without guilt. They also discuss the importance of visibility, personal development, and the often-unspoken struggles faced by women in business, particularly bookkeepers.

Jo and Zoe share personal stories, mindset shifts, and practical insights about overcoming imposter syndrome, measuring ROI on personal investments, and the significance of fun and authenticity in business. They also introduce a new direction for the podcast that includes more community involvement and storytelling.

What Listeners Will Learn

Why it’s important to give yourself permission to invest in your growth.

How mindset affects personal development and business visibility.

The real return on investment in personal and professional up-levelling.

How to navigate guilt when stepping outside of your comfort zone.

Why authenticity and fun are essential for long-term business success.

How Jo and Zoe plan to include the community in future podcast episodes.

Timestamps

0:00 – Introduction and studio setup

1:20 – Why up-levelling can feel uncomfortable

3:30 – Permission and worthiness as bookkeepers

5:00 – The hidden costs and returns of investing in yourself

6:40 – Evolving podcast dynamics and energy

8:00 – Personal growth and relationship development

9:00 – Gamifying business visibility (LinkedIn example)

10:00 – Comparison, imposter syndrome, and community perception

11:20 – Creating content that resonates with your audience

12:40 – The story behind recording their audiobook

14:30 – Supporting others through business transformation

15:30 – Inviting the community into the podcast

16:30 – Introducing the idea of bookkeeping agony aunts

17:30 – Sharing stories and opening up the conversation

18:20 – Final thoughts and how to get involved

If you’ve ever felt like you’re not “allowed” to take the next step in your business, this episode is your sign to give yourself permission. Reflect on where you can up-level without guilt and know that growth doesn’t need external validation.

📧 Got a story, question, or dilemma to share? Email us at [email protected] with “Podcast” in the subject line — we’d love to include your experiences in future episodes!

🎧 Subscribe to The Bookkeepers' Podcast, leave a review, and share the show with your fellow bookkeepers.

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com/collective

-----------------------------------------------

About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

-----------------------------------------------

Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.

In this episode of The Bookkeepers' Podcast, Jo and Zoe are joined by financial planner Bella Clark to explore how bookkeepers can evolve into trusted business partners for their clients by building relationships with financial advisors. Bella shares her journey from a recruitment career in Canary Wharf to becoming a financial planner, offering holistic financial advice to business owners, especially women.

Together, they discuss the misconceptions around financial knowledge in the bookkeeping industry, the emotional barriers to financial planning, and practical steps bookkeepers can take to deepen their client relationships. Bella also shares personal anecdotes and client stories that highlight the transformational impact of understanding both business and personal finances.

This episode is packed with insight into how bookkeepers can add value, build confidence in financial conversations, and create a supportive network that helps clients prepare for both the expected and the unexpected.

🎯 What You Will Learn

How bookkeepers can collaborate with financial planners to support clients holistically

Why understanding both business and personal finances is essential for long-term planning

Key financial protections self-employed business owners often overlook

The emotional side of money and how to create safe, judgement-free financial conversations

The importance of regular client check-ins and fact-finding as a service standard

Practical steps to identify when a client might benefit from financial advice

The impact of pensions, children’s savings, and future-focused planning

How to become “the expert who knows the experts” by building a referral network

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About us

We're Jo and Zoe and we help bookkeepers find clients, make more money and build profitable businesses they love. Find out about working with us in The Bookkeepers' Collective, at: 6figurebookkeeper.com

-----------------------------------------------

About our Sponsor

This episode of The Bookkeepers' Podcast is sponsored by Xero. Get 90% off your first 6 months by visiting: https://xero5440.partnerlinks.io/6figurebookkeeper

-----------------------------------------------

Promotion

This video contains paid promotion.

-----------------------------------------------

Disclaimer

The information contained in The Bookkeepers' Podcast is provided for information purposes only. The contents of The Bookkeepers' Podcast is not intended to amount to advice and you should not rely on any of the contents of the Bookkeepers' Podcast. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of the Bookkeepers' Podcast. The 6 Figure Bookkeeper Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of the Bookkeepers' Podcast.