Saffery Champness rebrand will future-proof organisation, says firm

UK accounting firm Saffery Champness’ rebrand to Saffery will help the firm keep up with the changing needs of its clients, according to Matthew Burton, managing partner at the firm.  

Ranked 15th in Accountancy Age’s 50+50 2022 rankings, Saffery was founded in 1855 and is one of the UK’s longest-standing independent accounting firms. 

Burton says the firm has four key strategic cornerstones which are people, client service, chosen markets, and responsible business.   

“The firm’s longevity and rich heritage has been built on the back of its ability to adapt and be agile. By better reflecting these qualities, which are as dominant now as ever, our new brand helps communicate the long-term value and commitment that we offer to clients, and the advantages that come with choosing a trusted name like ours within a competitive marketplace.” 

In the UK, the company holds a workforce of more than 1,000 professionals, spread across its ten offices, offering a range of client services encompassing non-profit organisations as well as the film and television sector. 

Regardless of a firm’s depth of history, organisations must possess agility and the capacity to adjust to the constantly evolving terrain of the accounting profession, says Burton  

“We wanted a brand identity better suited to the modern, agile and innovative firm that we are. Also, a brand that is digitally led. We think we’ve struck the right balance between heritage and modernity. We are proud of our heritage but are focused on looking at the future for our clients.”   

Alongside the rebrand, Saffery also launched its new employee value proposition that aims to assist the firm in recruiting and retaining valuable individuals to its growing team. In early 2023, Saffery Champness was named as Top Employer in the UK for the 20th consecutive year by the Top Employer Institute.  

Saffery aligns closely with Nexia   

Saffery announced the rebrand would align the firm  closer with Nexia, a prominent network of independent accounting and consulting firms ranked in Accountancy Age’s Top 25 International Networks 2022. The firm believes the move underscores its growing emphasis on meeting  its global clients’ needs for cross-border advice and services.   

Burton believes the distinguishing feature of Nexia is that its member firms operate with complete independence to Saffery.  

“Our membership of Nexia is a key strategic priority for us and we see huge value for our clients being able to seamlessly access the best independent advisers around the world through their single point of contact at Saffery.  

“In today’s increasingly globally mobile world it was a logical step to convey our international reach more directly through our brand.”