Making your accounting tech land and last.
I help accounting software companies grow their partner channel, and accounting firms make change stick.
I help you accelerate revenue growth in your accounting channel.
I help you and your people to adopt change across your practice.
The activation gap is the gap between someone signing up for accounting software - a partner firm or a customer - and actually using it, recommending it, or bringing clients on. Most accounting-tech channel programmes lose a large share of their expected revenue to it.
Cloud accounting promised to change the game.
For some, it did. For many firms the value is real, but it isn't getting through.
It's stuck in a bottleneck.
We're wired to be nervous of change. Buying tech is easy. Changing how people work is hard.
So firms' ability to adapt to change has been outpaced by vendors' ability to sell.
And that's what Nomad Flow is here to solve.
So, which side are you sitting on?
“Leigh has been an accountant, he’s sold to accountants, and he’s managed teams selling to and supporting accountants.
That 360 view of what’s really going on is really important.
With his change management expertise on top, you’re getting somebody who deeply understands what you’re doing, and who you’re doing it with.”
Accounting tech adoption is the point where software that's been bought or signed up for actually gets used - properly, by the people it was sold to, and in a way that lasts. Buying the tool is easy; getting a team or a partner to change how they work is the hard part. Adoption is closing that gap.
Because signing up is a decision and using the software is a behaviour, and the two rarely follow on automatically. Firms and customers commit when they're keen, then day-to-day habits, competing priorities and unclear ownership take over. It usually isn't a product or a sales problem - it's a people and change problem.
Change management in accounting is the work of helping a firm move from old ways of working to new ones - new software, new processes, new client experiences - so the change sticks instead of slipping back. It's less about the technology itself and more about the people being asked to work differently.
Both. For accounting software companies, I help build the partner channel and get customers activated. For accounting firms, I help the practice and its people adopt change. I have sat on both sides - ten years in accounting practice, then fifteen years in accounting technology.
Nomad Flow works the gap between buying accounting technology and actually using it - the activation gap. Most support stops at strategy, or only sees one side of the table. Nomad has lived both the practice side and the vendor side, and focuses on the behaviour and change that make adoption last.
So firms' ability to adapt to change has been outpaced by vendors' ability to sell.
And that's what Nomad Flow is here to solve.
Cloud accounting promised to change the game.
The value is real.
And it's trying to get through.
So, what's the problem?
A very,
very
common
bottleneck.
21st‑century software,
blocked by million‑year‑old hardware.
We've evolved to avoid uncertainty
and limit risks.
And changing how people work
can be seen as a threat.
Create buying experiences which delight firms and help them move faster.
The ones that always sound like “I don't have time”. I find them in your customer experience and take them out.
Turn your account managers and teams into valued experts.
Give your champions inside firms what they need to advocate on your behalf.
So firms are up to speed quicker, build you into their habits and grow faster with you.
FreeAgent had a great partner programme, but they wanted it to be better.
“The marketing platform team grabbed it on the day of the workshop. About eight days later the team were collecting leads with a new data point that came from that workshop. We could make use of almost every single recommendation that came out.”
Stewart Hurd Chief Sales Officer, FreeAgent“Now I feel much more confident that our team, our processes and our structure are set up in the best way to help us scale. I definitely recommend Nomad to other SaaS accounting providers.”
I've been building and supporting accounting channels since 2012, at Xero, Soldo and Satago. Before that, I spent 10 years in practice.
Most partner programmes are set up to sign accountants up. Mine are set up so they get going: using the product, bringing clients on and sticking around.
“Not many people can sit in a room with accountants and immediately earn their trust. Leigh can. I carried his approach with me to Pleo, where it underpinned how we built a network of over a thousand partner firms. If you're a software vendor trying to get it right in the UK accountancy market, Leigh is who you need.”
Sam Kelley Product Manager, Accounting Exp & Integrations, Pleo“Building a startup is one thing. Having someone experienced challenge how you think about adoption is another. I had a call with Leigh while building Reveal, and his perspective helped me think more clearly about how users actually adopt products, not just whether the product itself is good.”
Miles Udemezue Founder, Reveal“What felt really different working with Leigh is the level of knowledge Leigh had about FreeAgent, and that he chose to really dive into the product and the way we work.”
Stewart Hurd Chief Sales Officer, FreeAgent“He came in with a clear-eyed view of the gap we had between firms connecting their accounts and actually doing something meaningful with their clients. He identified three specific areas worth acting on. His thinking directly shaped how we started rethinking our pricing model into three clearer tiers.”
Owen Burley Co-Founder, AppVentory“We've already got a strong onboarding process, but it's critical that we continue to scale. Having gone through this process with Nomad, I feel much more confident that our team, our processes and our structure are set up in the best way to help us do that.”
Andy Collings Country Manager, Active UK“What stood out most was his ability to coach rather than simply manage. Leigh helped me unlock how to serve customers effectively and developed my confidence in customer conversations. Practical guidance that really helped me grow.”
“Leigh has a real grasp on this... it really gets you thinking about onboarding - not just 'how do we get clients to stay' but more 'how can we create an experience that builds credibility, value for the client and builds momentum right from the start.'”
Marcus Batson Head of Customer Success, Xama“What really stood out was his ability to make complex ideas practical and easy to apply. The session was delivered several years ago, yet I still find myself regularly drawing on the frameworks and tools he shared.”
Ben Hogarth UK Customer Experience Manager, XeroBuilt or rebuilt, with the structure, tiers and ownership that create natural momentum.
Create a path of least resistance for firms, their teams and their clients.
Coaching reps or sales leaders on effectively driving change.
Internal and external video and content, produced by Nomad Video.
A session, or a short run of them, for your partner team, your sales team or your partners.
A clear scope and a clear end, so you know what you're getting before we start.
Working alongside your team over months, until the new way is simply how things are done.
The Channel Review is a £500 diagnostic call with a written follow-up. The Channel Audit (from £7,500) is the full data-backed analysis. The Channel Intervention is the hands-on work that follows. Or start free with the Channel Activation Scorecard.
Tell me where the channel is stuck and I'll tell you what I'd look at first.
Book a callFree. Opens my calendar in a new tab.
Who needs to do what, when, and what will get in their way, worked out before the rollout starts.
So the people leading the change know how to bring their teams with them.
Working alongside you until the new way is simply how things are done.
“We paid for the software and half the team still does it the old way.”
“We moved systems months ago and it still isn't bedded in.”
“Every firm we bring in still works its own way.”
“Every time we try to change how we work, it fizzles out.”
Ten years in accounting practice, then 11 years working with firms at Xero, Soldo and Satago.
I've sat on three sides of the same firm: bookkeeping and payroll, the firm's own management accounts, and sales and marketing.
“Leigh was a great support for us when we made the transition to cloud accounting at Xero. Delivering webinars, speaking at our team events and acting as a consultant to us as we navigated change. He has the benefit of training as an accountant so speaks the language, but with the additional knowledge of change management.”
Becca McClure Global Senior Director, BDO“Leigh is passionate about helping people identify their goals and finding ways of taking people on a journey to achieve them together. Full of ideas and insight into why and how people change. Great presenter and people person to boot.”
Jim Leeves Co-founder, Shapes“He has excellent clarity of vision, empathy, questioning skills, and a methodical approach makes him a great asset in any team. But it is his humble, gentle nature that makes him great to work with too.”
Andy Collings Country Manager, Active UKA clear read on where your firm is now, and a plan for getting to where you want to be.
Help deciding how to approach the change, in what order, and how to bring your people with you.
For your leaders and teams, so they can lead the change and keep it going.
Working inside your firm alongside your people, interpreting and responding to feedback.
A session, or a short run of them, for your leaders or your team.
A clear scope and a clear end, so you know what you're getting before we start.
An embedded change agent, facilitating and supporting leaders, sponsors, affected people and other stakeholders.
Tell me what you're changing and where it's sticking, and I'll tell you what I'd look at first.
Book a callFree. Opens my calendar in a new tab.
I'm Leigh. I help accounting software companies and accounting firms with the second part.
A session, or a short run of them, for whoever needs it.
A clear scope and a clear end, so you know what you're getting before we start.
Working alongside your team over months, until the new way is simply how things are done.
I've worked with over 1,000 firms, from basic cloud questions to helping shape their strategy.
I've sat at startup kitchen tables and global firm boardroom tables.
On three sides of the same firm: bookkeeping and payroll, the firm's own management accounts, and sales and marketing.
The first Internal Account Manager at Xero UK, then sales leadership.
Building and supporting partner programmes with accountants at fast-growing software companies.
The method behind making a change stick, not just launching it.
Not in a room with big lasers and a celebrity keynote. It happens on a cold, rainy morning in January, when someone gets in an hour early to try a new way of doing things.
That moment is far less glamorous than most talk about transformation, but it's where the real work is. My job is making it as easy as possible, for the person trying, for the manager giving them the time to try, and for the client on the other end.
“Leigh's a particularly good facilitator. He drew out from everybody what was really going on and was willing to dig into the really difficult things. None of it's management consultant jargon. It's all just really specific, practical and relevant actions for us to take on.”
Andy Collings Country Manager, Active UK“What really stood out was his ability to make complex ideas practical and easy to apply. The session was delivered several years ago, yet I still find myself regularly drawing on the frameworks and tools he shared.”
Ben Hogarth UK Customer Experience Manager, Xero“Building a startup is one thing. Having someone experienced challenge how you think about adoption is another. His perspective helped me think more clearly about how users actually adopt products, not just whether the product itself is good.”
Miles Udemezue Founder, Reveal“Leigh has a real grasp on this. It really gets you thinking about onboarding, not just how do we get clients to stay, but how can we create an experience that builds credibility, value for the client and momentum right from the start.”
Marcus Batson Head of Customer Success, XamaTell me a little about what's going on and I'll come back to you. Or book a call and we'll work it out together.
Start with the scorecard. The calculators then put a number on whatever it finds.
Where is your channel leaking partners? Eight questions and an instant read on your activation strengths and weaknesses. About three and a half minutes.
How much revenue are you losing because customers don't get going? See what the gap is costing you.
What is an underperforming partner channel costing you, and what would better activation be worth?
Tell me what's happening in your channel and I'll tell you what I'd look at first.
Book a callEight questions about your partner channel, scored across the four stages of activation: Commercial, Journey, Change and Evolve.
Where is your channel leaking partners? Eight questions about your partner channel, scored across the four stages of activation - Commercial, Journey, Change and Evolve - and an instant read on where the momentum is going.
Free. Honest results in 3.5 minutes. No prep needed.
Thirty minutes. Tell me what you're seeing and I'll tell you what I'd look at first.
Book a callHow much revenue are you losing to customers who never get going?
Are you a SaaS vendor wondering how much revenue you are leaking due to poor activation? Add your own numbers below and the results update as you go. The example figures are already in.
How you'll need to stretch to hit your annual growth goals over the next 3 years.
Over the next 3 years, you will lose 0 customers during their first 90 days with you.
With just a 5% reduction to your M1 churn (from 25% to 20%):
Across 3 years, you'd need to acquire 0 fewer customers to hit your 50% growth goal (saving you £0 in acquisition costs).
And that doesn't include: The cost of expanding your customer success team, burning out your sales and success teams, and the impact on your brand from negative client experiences.
| Month | Customers b/f | Goal | Nat. Churn | Net Sales Req. | M1 Churn | M2 Churn | M3 Churn | Customers c/f | Revenue Lost |
|---|
This calculation shows the compounding cost of poor activation. I can help you fix what is causing it, so you keep the value you are currently losing.
Your figures stay in this browser. Nothing is sent anywhere.
Thirty minutes. Tell me what you're seeing and I'll tell you what I'd look at first.
Book a callWhat is an underperforming partner channel costing you?
Most accounting tech vendors have hundreds of signed partners. A fraction are actively growing. This calculator shows you where your channel revenue actually comes from - and what it would look like if you closed the gap.
Your partner channel is producing £0 a year
Moving 10% of your partner base up one velocity level is worth £0 a year.
Here's what your partner channel is producing right now.
0 of your partners produced zero growth in the last 90 days.
Adjust the slider to see the impact of small improvements in partner activation.
Here's what happens over 1 year if nothing changes.
without needing new partners, extra hires or more marketing spend?
Bring your figures to a call and I will talk you through what I think is actually happening in your channel.
Your figures stay in this browser. Nothing is sent anywhere.
Thirty minutes. Tell me what you're seeing and I'll tell you what I'd look at first.
Book a callA podcast, a newsletter and a few longer pieces on partner activation, practice adoption and the hidden cost of stalled growth.
Join me as I sit down with founders, operators, and accounting leaders to discuss the reality of the software ecosystem, cutting through the feature-dumping to get to the behavioural roots.
Catch all of the episodes
Perspectives on partner activation and the hidden cost of stalled growth, straight to your inbox.
A few emails a month about partner activation and practice adoption. No spam, and you can unsubscribe in one click. See our .
Two questions (feature or platform? embedded or adjacent?) put any SaaS app in one of four quadrants - Heart, Thumb, Gallbladder, Appendix - which shows how likely customers are to cut it.
The buyer and the day-to-day user live in different worlds; new software knocks the user from unconscious competence to conscious incompetence, so they fall back to old habits.
How to revive a stalled partner base
Sign-ups are up, an incentive is live, and almost nobody is actually selling. The sequel to The Three Silent Killers: 30 minutes on how to jump start a stalled partner channel, with three ways to find the pulse again.
You'll come away with 3 actionable strategies for jump-starting your channel before winter rolls in.
How to spot them in your own channel
Most vendors who aren't getting results from their accounting channel go straight to more: more marketing, more workshops, more roadshows. But the real blockers are usually invisible. In this session I walked through the three silent killers I find most often, and how to spot them in your own channel.
Great Expectations, It's a Trap and Groundhog Day - one for each of the three stages where a signed partner quietly stops selling, and the fix for each.
Walk me through your situation and I'll see if I can help, or check out my free tools.
Free, thirty minutes. Opens my calendar in a new tab.
Last updated: 10 October 2026
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Leigh Stallard
Nomad Flow
Through the contact form on the Work with Leigh page
For SaaS Vendors and Accounting Firms
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Last Updated: 10 March 2026
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