In early 2022, two Gold Coast accounting practices faced existential threats that are becoming increasingly common across Australia. Rising costs, staff shortages, and competitive pressure were eroding profitability and sustainability. Rather than struggle independently, they chose to merge – a decision that not only saved both practices but created a thriving firm worth $1.8 million.
This case study demonstrates how strategic consolidation can solve multiple practice challenges whilst creating value for all stakeholders.
The Individual Practice Challenges
Practice A – Coastal Accounting Services
- Annual fees: $480,000
- Staff: 4 (including principal)
- Challenge: Inability to retain qualified staff due to salary competition from larger firms
- Key issue: Principal burnout from working 65+ hours per week
Practice B – Broadwater Business Services
- Annual fees: $520,000
- Staff: 5 (including principal)
- Challenge: Aging client base with declining average fees
- Key issue: Outdated technology and systems limiting efficiency
Both practices were profitable but struggling with common industry problems that threatened their long-term viability.
The Catalyst for Change
The breaking point came when both practices lost senior staff to larger firms offering significantly higher salaries. The principals, Janet Morrison* and Robert Kim*, realised they couldn’t compete individually for skilled staff or afford the technology investments needed to remain competitive.
Initial discussions about informal collaboration evolved into merger negotiations when they recognised the strategic benefits of combining their operations.
The Merger Structure
Working with SMF, the practices developed a merger structure that addressed both practical and emotional concerns:
Ownership Structure
- 50/50 ownership split despite revenue differences
- Recognition that Janet brought stronger systems whilst Robert had more valuable client relationships
- Balanced skill sets: Janet’s advisory expertise complemented Robert’s tax specialisation
Operational Integration
- Combined office space in optimal Gold Coast location
- Integrated technology systems based on Janet’s more advanced platform
- Merged staff teams with clear role definitions
- Unified service offerings combining both practices’ strengths
Client Management
- Careful communication strategy to introduce merger benefits
- Gradual integration of service delivery
- Retained both principals to maintain client relationships
- Enhanced service offerings through combined expertise
The Implementation Process
Phase 1: Legal and Financial Integration (Months 1-3)
- Detailed due diligence on both practices
- Legal structure creation and regulatory approvals
- Financial systems integration
- Staff consultation and role confirmation
Phase 2: Operational Merger (Months 4-6)
- Office consolidation and fit-out
- Technology systems integration
- Client communication and transition
- Service delivery standardisation
Phase 3: Cultural Integration (Months 7-12)
- Team building and culture development
- Unified branding and marketing
- Integrated business development
- Performance measurement and refinement
Outstanding Results
The merger delivered benefits that exceeded both principals’ expectations:
Financial Performance
- Combined revenue: $1.2 million (20% increase from individual totals)
- Profit margins improved from 22% average to 31%
- Cost savings of $85,000 annually through economies of scale
- Practice valuation: $1.8 million (80% increase from combined individual values)
Operational Efficiency
- Reduced overhead costs per dollar of revenue by 35%
- Improved staff utilisation through better workload distribution
- Enhanced service delivery through specialisation
- Faster client response times through increased capacity
Strategic Advantages
- Ability to compete for larger clients requiring diverse expertise
- Enhanced credibility through increased scale
- Improved staff retention through career development opportunities
- Stronger market position for future growth
Staff and Client Benefits
The merger created positive outcomes for all stakeholders:
Staff Advantages
- Increased job security through larger, more stable organisation
- Better career development opportunities
- Improved work-life balance through shared workloads
- Competitive salary packages competitive with larger firms
Client Benefits
- Access to broader range of expertise and services
- Improved service delivery through increased resources
- Enhanced technology platforms and communication
- Stronger support during busy periods
Key Success Factors
Several elements were critical to the merger’s success:
Compatible Cultures: Both practices shared similar values and client service philosophies, making integration smoother.
Complementary Skills: Janet’s advisory expertise and Robert’s tax specialisation created a stronger combined offering.
Detailed Planning: Comprehensive integration planning addressed potential issues before they became problems.
Professional Support: SMF’s merger experience helped navigate complex legal, financial, and operational challenges.
Common Merger Pitfalls Avoided
The merger avoided several common mistakes:
Ego Conflicts: Both principals focused on business benefits rather than personal control issues.
Cultural Clashes: Careful attention to cultural integration prevented staff conflicts and client confusion.
Financial Disputes: Clear valuation and ownership structures prevented ongoing financial disagreements.
Client Exodus: Proactive communication and service enhancement minimised client losses during transition.
Alternative Structures Considered
Before settling on the merger, other options were evaluated:
Acquisition: One practice buying the other was rejected due to capital constraints and desire for shared risk.
Collaboration Agreement: Informal cooperation was deemed insufficient to address core structural problems.
Practice Management Company: External management was considered but rejected due to loss of control concerns.
How SMF Facilitated the Merger
SMF’s role was crucial throughout the process:
- Initial feasibility assessment and structure recommendations
- Valuation of both practices and merger synergies
- Legal and financial due diligence coordination
- Integration planning and implementation support
- Ongoing advice through the transition period
Lessons for Australian Practices
This case demonstrates that mergers can be powerful solutions for common practice challenges:
Scale Matters: Combined practices can achieve economies of scale impossible individually.
Skills Integration: Mergers work best when practices have complementary rather than identical capabilities.
Cultural Fit: Successful mergers require compatible values and working styles.
Professional Support: Complex mergers require experienced professional guidance to navigate successfully.
How SMF Can Help Your Practice
At Sell My Firm, we have extensive experience facilitating successful accounting practice mergers across Australia. Our process includes:
- Merger feasibility assessment
- Partner identification and matching
- Valuation and structure development
- Due diligence coordination
- Integration planning and support
If your practice is facing challenges that might be solved through strategic combination, contact SMF for a confidential discussion about merger opportunities.
*Names have been changed to protect client confidentiality.