Amreeta Abbott started her career as an Accountant and Financial Advisor back in 2004, when technology solutions were rare, slow, and frustrating. She quickly realised her clients wanted to focus on flexibility and the ability to control their investments, and that technology to support this was underserved. So, when she started her own practice in 2005, she specialised and founded SMSF Strategies, with the vision to use technology to address the traditional friction points within the SMSF. Historically, manual processing made giving and implementing advice slow and expensive, and Amreeta sought to provide better solutions. This transitioned into a documentation process using world class technology and was further broadened to create Now Infinity – which was acquired by an ASX Listed Company in 2020 for $25 million. Amreeta discusses this exit strategy in detail, underlining the emotional struggle and process involved when selling your business.
Over the past 15 years, we have witnessed a rise in demand for tech-savvy accountants. Amreeta stresses how the methodology of valuing a business has drastically changed, with a constantly evolving range of tools and visibility now available. Her latest business venture, Annature, was built in mind for partners requiring an e-signing solution – such as real-estate agents & Xero. Released in July 2020, Annature quickly became Australia’s leading digital signature provider, purpose built for all industries. Annature saw huge success during Melbourne’s second lockdown last year, as companies which had never considered e-signatures as an option scrambled to adopt such technology.
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