From insight to action: Mark Jenkins on taking advisory to the next level

From insight to action: Mark Jenkins on taking advisory to the next level

Advisory services have become a priority for many accounting and bookkeeping firms - yet the real challenge lies in figuring out how to scale them without burning out your team. In our recent webinar, How to scale advisory, Mark Jenkins (CEO at The Gap) joined Richard Snell (Head of Sales at Aider) on our webinar to share actionable strategies for building a profitable, sustainable advisory offering.

Missed the live session? You can catch the full replay here.

Why systems and processes make all the difference

One of the strongest themes from the discussion was the power of repeatable, science-driven systems. Rather than relying on one-off efforts, building structured processes not only streamlines delivery but also makes it far easier to onboard and train new team members as you grow.

Richard summed it up well:

“If you’ve built the right systems and processes, replacing people becomes easier. It’s a win-win, regardless of whether people stay or go.”

In other words, scalable advisory hinges on predictable, well-documented workflows - and that’s what separates firms that thrive from those that stall.

Moving clients up the advisory value ladder

Mark introduced the advisory value ladder, a framework for gradually shifting clients from basic compliance conversations to more strategic, higher-value work. Instead of trying to sell complex business planning or coaching packages straight away, start with low-barrier, high-value touchpoints such as:

• An annual accounts review meeting
  
• A value gap analysis to highlight untapped opportunities (eg. reducing debtor days, improving cash flow)
  
  

These initial conversations create momentum, demonstrate value, and naturally lead to deeper advisory engagements over time.

Packaging and pricing in a scalable way

Another key insight from the webinar was how firms can package and price their services to encourage growth without overcomplicating things.

• Separate compliance from advisory so clients don’t assume everything is included in one fee.
  
• Bundle advisory services together (eg. value gap analysis, quarterly review meetings, cash flow sessions) to clearly communicate value.
  
• Offer tiered packages ranging from basic compliance with advisory add-ons to full “growth packages” for clients who want comprehensive support.
  
  

Interestingly, Mark noted that firms offering bundled advisory packages often achieve higher profitability, according to industry benchmarking surveys.

Where to start: choose the right clients

When it comes to launching advisory services, don’t try to roll it out to everyone. Mark recommended starting with a handful of trusted clients you already enjoy working with - ideally those with growth potential, such as trades or small businesses with a few employees.

By focusing on a small group first, you can refine your approach, gain confidence, and gradually expand. As Mark put it:

“Do something five times, and you’re on your way to making it a habit.”

Accountability sessions: quarterly or monthly?

The topic of accountability cadence also sparked discussion. While quarterly reviews align neatly with reporting cycles, some firms prefer shorter, monthly check-ins to maintain momentum. Mark’s advice? Combine both - use monthly sessions for progress tracking and quarterly reviews for deeper, strategic analysis. This rhythm keeps clients engaged while still connecting advisory work to broader business goals.

From Compliance to Strategy: Your Next Move

Scaling advisory isn’t about adding more work - it’s about systemising what you already do well, starting small, and building from there. By combining tools like Aider (to surface opportunities) with frameworks such as The Gap’s value ladder, firms can confidently transition from transactional services to genuine strategic partnerships with their clients.

Watch the full webinar replay

👉Get all the insights and examples from Mark Jenkins and Richard Snell here.

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