Connect with the most progressive accountants
in the world to accelerate your growth

Apply for the next cohort

Fast-track your journey
from idea to Product/Market Fit

Challenge

Question your most basic assumptions. Access the brutally honest feedback that's invaluable early on.

Accelerate

Condense months into weeks. Get an unprecedented depth of insight to supercharge your research.

Mitigate

Avoid the risk of building an awesome product and features the market simply doesn't need nor want.

What’s in it for me?

Work with a diverse group of switched-on, committed and engaged accountants.

Uncover what accountants and their clients truly need, what the gaps in the market really are and what competitors are getting wrong.

Connect with a pre-vetted audience of tech-savvy accountants that choose to be involved. Don’t waste your time talking to the wrong people and industry laggards

Drive the most powerful product development strategy directly from users feedback. Build market-leading products that are clearly differentiated

Win your first users and customers with accountants that are actively looking for new tech solutions, always searching for the next product to give them and their clients a competitive edge

Build a solid foundation for your future marketing efforts with unparalleled access to the thought leaders spearheading the industry’s transformation

Benefit from a highly structured process to maximise each interaction with accountants and get close support through every step of the way

Join an exclusive group of Early Adopters Hub alumni startups. Collaborating, sharing knowledge and supporting each others growth journeys

Who is this for?

The Early Adopters Hub is for AccounTech startups that want to offer a solution to accountants or their small business clients.

Early-stage

Startups in the UK or Australia looking to expand their market and product research.

International scale-ups

Startups from around the world looking to explore expanding to the UK or Australian markets.

Adjacent verticals

Startups from outside the accounting vertical with transferable solutions looking to explore accountants as users or a channel.

The Early Adopters Hub promotes a product-led growth approach, looking for startups that genuinely value accountants’ input and fall in love with problems, not solutions. Startups must be actively open-minded and willing to challenge their most basic assumptions.

How does it work?

Before being accepted to the Early Adopters Hub, each startup must pass a three-stage evaluation process over two to four weeks.

 
 

Initial review

Assessing the problem being addressed, the gap in the market the solution is aimed for and the key differentiators with competitors.

Secondary review

Understanding the current product stage, key development priorities, future focus and going through a product demo if relevant.

Presentation

As part of a cohort, startups are presented to accountants for them to decide which startups they wish to be involved with

Accountants are not pressured in any way to pick any startup. There is no relevance to personal contacts or introductions, it is purely based on the relevance of the problem being addressed by the startup. If interest from accountants is agreed to be sufficient, the following process begins.

Proposal acceptance

Establishing clear scope, structure, objectives, deliverables, and timeline. Programmes can range from one week up to several months

Programme execution

Programmes encompass a range of tools such as group sessions, individual calls, surveys and other tailored methods according to the programme focus and desired outcomes

Programme support

Close support is provided every step of the process. Sessions are moderated to ensure they run smoothly. Consulting sessions are provided to help formulate questions, build agendas and ensure value is maximised at every interaction

No payment is required until the final proposal is accepted.

Download full process guide

Programmes & Pricing

The Early Adopters Hub offers four main plans to choose from, depending on the stage and priorities of each startup.

Elements from each plan can be combined according to desired goals to establish a bespoke programme.

Pricing relies predominantly on the final number of touchpoints with each accountant that chooses to be involved.

DISCOVER

Market Research
For early-stage startups looking to accelerate their research into the accounting vertical
$ Starting at £2,200 GBP / $3,450 AUD
  • Test key assumptions
  • Uncover underlying problems and pain points
  • Develop value proposition
  • Identify market gaps and key verticals
  • Establish opportunity and market size
  • Discover early adopter personas

REFINE

Product Research
For early-stage startups looking to accelerate their product research process and strategy
$ Starting at £2,950 GBP / $4,750 AUD
  • Shape long term product roadmap
  • Surface feature suggestion trends
  • Build initial product pricing strategy
  • Prioritise features backlog
  • Establish key product differentiation
  • Refine product messaging, benefits and USPs

ANALYSE

Beta Testing
For early-stage startups looking to accelerate their testing stage for a wider release
$ Starting at £4,150 GBP / $6,850 AUD
  • Implement with first accountants and clients
  • Uncover hidden product gaps
  • Identify product value blockers
  • Stress test product without guidance
  • Optimise product UX/UI
  • Establish long term Super-User group

GO-TO-MARKET

Early Adoption
For early-stage startups looking to accelerate their adoption by leading accountants
$ Starting at £3,850 GBP / $6,050 AUD
  • Gain exposure to industry innovators and influencers
  • Access strategic industry partnerships
  • Build foundation of key early adopters
  • Joint marketing webinars and events
* Only available for early stage startups that have been through at least one of the previous programmes

DISCOVER

Market Research
For startups looking to accelerate their research into the local accounting market
$ Starting at £3,600 GBP / $5,250 AUD
  • Explore market readiness
  • Uncover locally distinct problems and pain points
  • Develop localised value proposition
  • Identify local market gaps
  • Validate local opportunity and market size
  • Discover local early adopter personas

REFINE

Product Research
For startups looking to accelerate their expansion product research process and strategy
$ Starting at £4,450 GBP / $6,600 AUD
  • Localise product roadmap for unique requirments
  • Surface new feature suggestion trends
  • Adapt pricing strategy
  • Prioritise key features backlog
  • Establish local product differentiation
  • Refine local product messaging, benefits and USPs

ANALYSE

Beta Testing
For startups looking to accelerate their testing stage to prepare for a wider launch
$ Starting at £6,350 GBP / $9,950 AUD
  • Implement with first local accountants and clients
  • Uncover unknown product gaps
  • Identify unique product value blockers
  • Stress test product without guidance
  • Optimise product UX/UI for local requirments
  • Establish long term Super-User group

GO-TO-MARKET

Early Adoption
For startups looking to accelerate their adoption in the UK or Australian markets
$ Starting at £5,500 GBP / $8,950 AUD
  • Gain exposure to local thought leaders and influencers
  • Access strategic industry partnerships
  • Build foundation of key early adopters
  • Joint marketing webinars and events
*Available as a stand-alone programme
for international startups only

Hear what our accountants and startup alumni have to say

"Early Adopters Hub was a super valuable program for us. The program helped us discover big and significant pain points in the accounting sector which we will now attempt to tackle. It was great to connect with all the accountants during workshops and interviews and to hear their honest take on the area we wanted to tackle. If you are an early-stage startup looking to make a solution for the accounting vertical this program is a must!"
Taras LanchevCalbot
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"The Early Adopters Hub delivers value to both accountants and tech startups and really transforms the way in which accounting technology companies come into the market. One of the pain points I have is that technology startups don’t really hit the sweet spot and don’t really align themselves to what we actually need as accountants. Technology startups shouldn’t expect to get off lightly, we give absolutely critical feedback because that’s where they get the most value"
Alastair Barlowflinder
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"It's been really fun being part of the Early Adopters Hub with a range of other accountants from different countries. I got asked some great questions that challenged me and it was really interesting hearing the different approaches across the various firms as well as hearing from the tech founder how he was thinking of solving this problem. It's been really enjoyable and interesting and it had a tangible benefit for my business too."
Meryl JohnstonBean Ninjas
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"It's been great to get to know the most forward-thinking and innovative accountants in the world. This is invaluable for people like me that want to push the boundaries of the industry. While getting access to early-stage startups in the accounting space hasn't been possible before and I feel privileged to get in there at that stage and get that early insight into some of the best new technology coming into this space"
Dave SellickSidgrove
“It's been exceptional connecting to different pieces of technology. To be able to have really open, respectful, but direct conversations around what they're doing, why they're doing it, how they're going about that and seeing the impact and benefits this feedback makes to the founders. Being able to drive technology but also being connected with other accountants who are like-minded in their approach to technology has been invaluable”
Andrew Van De BeekIllumin8
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"We've had direct access to accountants giving us support, guidance, feedback and helping us shape the product. We just wouldn't have had access to them if we tried to do this ourselves. I did a previous venture about five years ago and it was extremely difficult to get access to the right accountants. They're very busy people with lots of deadlines. Working with the Early Adopters Hub means that you break down that barrier."
Jon JenkinsHindsight
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"EAH provides invaluable exposure to forward-thinking accountants that can accelerate your understanding of the market by many months. In addition, you get full commitment of experienced operators who really understand how pain points in the market can be tackled using technology. Highly recommended to any startup that wants to take the accountancy channel seriously."
Chris BarleyConverso
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"I've absolutely loved being a part of the Early Adopters Hub. I've had a chance to meet some really interesting people from accounting practices all over the world who all share the same passion for technology and innovation. The Early Adopters Hub made it possible to speak to those tech startups in the accountancy space to help shape their solutions to meet our challenges and that's something we've never been able to do before and was a particular frustration of mine."
Ellie DignamBHP
"I'm a member of the Early Adopters Hub and it's been incredible for us. It's allowed me to understand all the new apps, understand what new technologies are coming into the market and then also to support them and give them feedback on how they can improve and change their processes. We've managed to meet and collaborate with other accountants across the country and across world which has been also huge for us"
David AddersonYoutopia Solutions
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"Honestly the biggest thing about me being part of the Early Adopters Hub is actually being able to spend time in the presence of world-class accountants, I'm talking about titans of the industry. And being able to actually speak to tech founders and make sure that this new software coming out is genuinely useful and the fact that I can have a say in where the industry is going and what the software does, I think that's so cool"
Gareth BownGareth Lawrence
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"The Early Adopters Hub is basically an incubation centre for aspiring tech businesses that are trying to penetrate the UK or other geographical regions. For those tech companies that are trying to find their own niche in the sector, we've got a broad range of different people, all giving our own impression of what is a void that could be filled in the marketplace and actually how do you tailor the marketing of that product to really hit home with different accountants."
Ryan PearcyScrutton Bland
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"The Early Adopters Hub team was absolutely fantastic, it allowed us to test some of the assumptions we'd made on our UK go-to-market strategy and actually some of them were wrong and we needed to change them. It also gave us access to this really good network of accountants who were able to provide us with such valuable feedback. It was really honest and good feedback that we got so we were able to tweak our go-to-market and our messaging, making sure what had been successful in the Nordics we could use within the UK."
Lianne GattiKonsolidator
"The way the Early Adopters Hub presents startups to accountants is not a sell, it's pretty objective. So if you've got a handful of accountants interested in what you're developing, you know that they're not doing it to placate you or be nice, they're doing it because you're potentially solving something for them that they want and need solving. Ultimately we emerged from the programme with a clear idea of which elements of our product were most of interest to accountants and the feedback led us to reprioritise our product roadmap"
Johnny RiddRQ
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"As a larger firm, we have different demands in terms of what we expect from our technology so I've been very heavily involved in things that really appeal to myself and the practice. Startups really listened to the demands and the needs that we've had as a larger business to shape apps before launching. I love being a part of the Hub, long may it continue and every success to those apps that come through the other side"
John ToonBeever and Struthers
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Apply for the next cohort

The Early Adopters Hub has a rigorous vetting process for startups that wish to work with the accountant members.

To start the process please leave your details.

Play Video
"I'm a member of the Early Adopters Hub and it's been incredible for us. It's allowed me to understand all the new apps, understand what new technologies are coming into the market and then also to support them and give them feedback on how they can improve and change their processes. We've managed to meet and collaborate with other accountants across the country and across world which has been also huge for us"
David AddersonYoutopia Solutions
Play Video
"Honestly the biggest thing about me being part of the Early Adopters Hub is actually being able to spend time in the presence of world-class accountants, I'm talking about titans of the industry. And being able to actually speak to tech founders and make sure that this new software coming out is genuinely useful and the fact that I can have a say in where the industry is going and what the software does, I think that's so cool"
Gareth BownGareth Lawrence
"I'm a member of the Early Adopters Hub and it's been incredible for us. It's allowed me to understand all the new apps, understand what new technologies are coming into the market and then also to support them and give them feedback on how they can improve and change their processes. We've managed to meet and collaborate with other accountants across the country and across world which has been also huge for us"
David AddersonYoutopia Solutions
Play Video
"Honestly the biggest thing about me being part of the Early Adopters Hub is actually being able to spend time in the presence of world-class accountants, I'm talking about titans of the industry. And being able to actually speak to tech founders and make sure that this new software coming out is genuinely useful and the fact that I can have a say in where the industry is going and what the software does, I think that's so cool"
Gareth BownGareth Lawrence
Play Video