Meet our friendly team
So you know you're dealing with real people just like you, we thought we'd tell you a bit about ourselves. So to find out a little more about us or any of our team, simply click on the team member photo below!
Richard Baldwyn ATT, CTA
Co-Founder & Director of The Friendly Accountants | Tax Specialist
"Nobody likes paying too much tax... but that's only part of the story."
Nobody likes paying too much tax. I certainly don't. But after more than 30 years advising business owners and individuals, I've realised that good tax advice isn't actually about paying the least amount of tax - it's about helping people make the right decisions. Sometimes that means saving clients thousands of pounds in tax - sometimes it means telling them not to do something because, although it might save tax, it doesn't fit the life they're trying to build or the business they're trying to grow.
Tax is important, though people are more important. That's always been my approach.
From the taxman...to helping taxpayers
My career started with HMRC in London. Yes... I used to work for the taxman. Thankfully, I eventually saw the light and decided I'd much rather help taxpayers than collect tax from them! People often ask whether that experience still helps today.
Without doubt. Working inside HMRC taught me how tax inspectors approach enquiries, interpret legislation and, perhaps more importantly, the sort of things that are likely to raise questions.
It's knowledge that's proved invaluable over the years, particularly when helping clients through HMRC enquiries, voluntary disclosures and complex tax planning.
I like solving difficult tax problems
One of the nicest compliments I receive is when clients tell me: "It was just like talking to a real person." I take that as a huge compliment. Tax is complicated enough without accountants making it even harder.
I enjoy solving complex tax problems, but I enjoy explaining the answer in plain English even more. My job isn't to impress you with technical jargon. It's to make sure you understand your options so you can make the right decision with confidence.
Tax advice for technology, digital and online businesses
When I first entered the profession, there was no cryptocurrency, nobody earned a living from YouTube and artificial intelligence was not transforming established business models.
Today, those businesses are some of the most exciting clients we work with, and crypto in particular is where we first made our name in this space.
We began writing publicly about crypto tax in 2017, before it became a mainstream sector, and have remained closely involved with the subject ever since. I have also invested in cryptocurrency personally since 2017, so I understand the practical realities of exchange failures, staking, market volatility and reconstructing incomplete transaction histories.
The same practical approach applies across the digital economy. Online and technology-led businesses can face complicated questions involving international customers, VAT, multiple income platforms, intellectual property, research and development, investment, share structures, profit extraction and eventual business sales
I'm particularly passionate about advising businesses operating in the digital economy, including:
- Cryptocurrency investors and businesses
- Content creators, YouTubers and social media influencers
- E-commerce and online retail businesses
- Gaming, esports and digital entertainment businesses
- Technology, software and artificial intelligence companies
- SaaS and subscription-based businesses
- Digital agencies and online entrepreneurs
- Internationally mobile founders and business owners
Every client has a different definition of success
One of the biggest misconceptions about tax advisers is that our job is simply to save tax. I don't believe that's true.
Some clients want to grow a business they can eventually sell.
Others want more time with their family.
Some want financial independence.
Others simply want peace of mind.
The best advice starts by understanding the person behind the business. Once we understand what you're trying to achieve, we can build a tax strategy that supports those goals.
Sometimes that's the most tax-efficient solution.
Sometimes it isn't.
What's important is that it's the right decision for you.
A few achievements I'm particularly proud of
Those successes aren't about finding clever loopholes. They're about understanding the legislation properly, applying it correctly and giving clients advice they can trust.
The Friendly Accountants
The Friendly Accountants isn't just my business. It's one that I co-founded with my wife, Lesley. We're incredibly lucky because we have very different strengths.
I love tax, helping clients and solving difficult problems.
Lesley is the visionary. She's constantly challenging how we can improve the business, embrace technology and build better systems that make life easier for both our clients and our team.
Neither of us would pretend we've built this business on our own. We're incredibly fortunate to have an exceptional team who genuinely care about our clients. The service people receive isn't down to one person.
Qualifications:
Associate of the Chartered Institute of Taxation
Member of the Association of Taxation Technicians
Outside of the office: When I'm not immersed in helping clients, you'll usually find me on my bike. Cycling is the perfect way to clear my head, relieve stress and escape the office for a few hours.
I've also been invited to speak publicly on tax matters over the years. While it's very flattering, I've deliberately turned down a number of opportunities because maintaining a healthy work-life balance has always been important to me.
Success isn't about being the loudest voice in the room. For me, it's about building a business we're proud of, helping great clients and enjoying the journey along the way.
Music has always been another passion. Queen remains my favourite band. Basically, I'm 'old school' but my tastes have become increasingly eclectic over the years. I love music and will happily chat about this for hours to anyone who’ll listen!
Favourite film: It's a Wonderful Life - call me old fashioned but this always brings a lump to my throat.
Favourite band: Queen, though basically anything from the 1960's to 1980's. However, Maroon 5 and Bruno Mars are my guilty secrets, much to our son's annoyance!
If I was a fictional character I would be: Jack Reacher - and no, we didn't name our son after him!
