About
Built by an accountant, for accountants
I am Reza Hooda. I am a practising UK accountant, and Power Pricing is the tool I built because I could not find one that priced the way I had learned to.
About
I am Reza Hooda. I am a practising UK accountant, and Power Pricing is the tool I built because I could not find one that priced the way I had learned to.
I qualified as a chartered accountant and a chartered tax adviser, spent five and a half years at PwC, and left in December 2007 as a tax manager, aged 27.
I then bought into my father-in-law's practice, Walji & Co. To do it I remortgaged the flat and put in what savings I had. Completion was the end of January 2008, which turned out to be a memorable moment to take on debt and a client base at the same time.
What followed was several years of doing what most firm owners do. Sixty-hour weeks. Saying yes to everybody. A client base full of people paying too little and asking for too much, and no real method behind any of the numbers I was quoting.
In 2014 I sat through a webinar on pricing, late at night, mostly out of curiosity.
It reframed the thing I had been getting wrong for six years. I had been pricing my costs and my time. What I should have been pricing was the value the client was getting, which is a different number and usually a much larger one.
The work did not change. What I charged for it did, and so did who I was willing to work with.
Over the following years the firm grew past a million pounds of revenue, and it now has a second office in Dubai. More to the point, I stopped being the bottleneck in it. I now spend around five hours a week on the firm, and none of those hours are client work, client relationships or anything technical. That is the bit worth saying out loud, because a bare number sounds like a boast and the caveat is what makes it useful.
Most of my time goes on helping other firm owners do the same thing.
I run the Profitable Accountants Community, where several hundred UK firm owners work through pricing, positioning, systems and team. I wrote The Four Pillars, which is the method written down. I host The Profitable Accountant podcast. And I still run the firm, which matters more than it sounds, because it means everything I teach is being used somewhere it can actually go wrong.
I also built Capture Accounting in 2021, deliberately in public, as a live experiment for community members who did not believe niching worked. It went from nothing to six figures of recurring revenue inside nine months, and it is now the firm's main trading name and where the growth is coming from.
I am based in Qatar, with my family, which is its own argument for a firm that does not need you in the room.
Because I was teaching a pricing method that no tool actually implemented.
Firms would leave a workshop convinced, go home, open whatever proposal software they had, and find it could not do the thing they had just been taught. Revenue bands. Scope questions that move the fee. A floor you cannot accidentally quote below. Three options generated from one calculated price. So they would rebuild half of it in a spreadsheet, and within a few months quietly stop.
The method survived the workshop. It did not survive the software.
So Power Pricing is opinionated on purpose. There is no hourly rate calculator in it and there never will be, because a tool that will accommodate whatever you already do cannot help you change it. The longer version of that argument is here.
I use it in my own firm. When something is wrong with it, the person who fixes it is the person who built it.
Nearly everything the software does has a reason behind it, and the reasons are in the articles, in the open, whether or not you ever pay me anything. Minimum fees, alignment fees, why clients send their records late, what monthly payments actually buy, and what most engagement letters are now missing.
I also write most days on LinkedIn, for firm owners rather than for their clients: shorter, more often, and usually whatever I have just run into in my own practice. If you want the running version rather than the long-form one, that is the place, and you are welcome to connect.
If you would rather see the software than read about it, the walkthroughs below take about twenty minutes in total.