Rethink Accountancy: Building a Remote, Paperless Firm with Alana Innes

On this episode of Scale HER Up – The Female Entrepreneur Show, I’m joined by Alana Innes, founder of Rethink Accountancy – a fully digital, remote-first accountancy practice that was paperless and cloud-based long before it became the norm. After 20 years in traditional firms and being told she had to be in the office, Alana walked away from corporate life to design a business that fits the way she wants to live and work. 

What started as “just enough for travel beer tokens” has grown into a team of around 18, supporting SMEs and e-commerce brands all over the UK with bookkeeping, accounts, payroll, tax and plain-English advice. Alana shares honestly about rapid growth during the pandemic, losing clients when side-hustles closed, closing over 200 companies in two years, and how she’s reset the business so it can scale sustainably again. 

We talk about what it really takes to build a values-driven, remote team, why she refuses shoeboxes of receipts, and how her mum’s quiet support behind the scenes made it possible for her to go all-in on her business. If you’re a woman who wants more flexibility, freedom and balance – without sacrificing ambition – this conversation will give you a big dose of reassurance and practical insight. 

In this episode, we cover:

• How 20 years in traditional accountancy led Alana to create Rethink Accountancy
• Starting a remote, paperless, cloud-based firm before the pandemic made it trendy
• Supporting SMEs and online/e-commerce businesses with full back-office finance support
• Why Rethink won’t accept boxes of receipts – and what “digital first” really looks like in practice
• Making tax understandable: unlimited email questions and ditching the jargon
• The impact of COVID: rapid client growth, then the reality of side-hustles closing
• Closing 200+ businesses in 24 months – and what that taught her about failure and resilience
• Major legislation changes like Making Tax Digital and what they mean for sole traders
• Building an 18-strong hybrid team and creating a culture of openness and flexibility
• Being more selective about clients and pricing as the business matures
• Why mindset and work–life balance matter more to her than corporate status
• Her advice to women who want to start or scale a business but are scared to take the leap 

About Alana Innes

Alana Innes is the founder of Rethink Accountancy, a remote, cloud-based firm specialising in SMEs and online/e-commerce businesses across the UK. After two decades in traditional accountancy, she launched Rethink nearly eight years ago to create a more flexible, digital-first way of working – for herself, her team and her clients. Today, Rethink provides full finance support from bookkeeping and accounts to personal tax, payroll and advisory, all delivered in plain English and with a strong focus on culture, balance and client relationships