Will is Managing Director of The Modern Firm, a consultancy helping accounting and professional services firms modernise their operations and technology. He brings over ten years of sales, account management and commercial leadership experience from within the accounting software sector, having led go-to-market strategy and account management teams at Ignition, Pixie, and XBert. Across these roles, Will has built and coached teams, developed key accounts and partnerships, and worked directly with hundreds if not thousands of accounting firms as they adopt new technology and change the way they work. He now applies that experience at The Modern Firm, helping firm leaders navigate technology decisions with practical, first-hand insight into what actually drives adoption and results.