“I love people. That is my strength—connecting with people.” For Emma Simpson, accounting isn’t just about numbers and compliance—it’s about relationships, problem-solving, and giving business owners back what they value most: time and peace of mind.
The trust builder
Emma understands that when clients walk through UHY’s doors, they’re often carrying more than financial documents. “We get a lot of clients who’ve gone radio silent or never had an accountant and need help. They’re in trouble with IRD, they’re embarrassed, thinking ‘I’ve stuffed up.’ But that’s okay—that’s part of life. We can help them.”
This ability to create safety around vulnerability sets Emma apart. She recognises that financials are “very personally exposing” and that clients are sharing their biggest fears and stresses—the stuff they don’t want to say out loud or even acknowledge to themselves.
“A lot of people in business, especially if they work for themselves, don’t have anyone to confide in,” Emma explains. “They can’t be frank with their staff, so they need someone to talk to.” This understanding converts her from service provider to trusted advisor—the person business owners call when they need both technical expertise and emotional support.
The adaptive problem solver
Emma’s superpower lies in her ability to meet people exactly where they are. “I can change my communication style depending on who I’m dealing with,” she says. This isn’t about changing who she is—it’s about recognising that different clients need different approaches and adapting accordingly.
Her willingness to admit what she doesn’t know actually strengthens client relationships. “I’m 100% fine with not knowing the answer all the time. I’m quite happy to say, ‘Hey, I don’t know the answer to that, but I’m going to find out for you.’“
This confidence in her limitations, combined with her team-first approach, means clients get the best possible outcomes. Emma knows when to lean on UHY’s technical specialists while maintaining the personal relationship that keeps clients feeling supported and understood.
The partnership approach
Emma doesn’t see herself as just an accountant—she sees herself as part of her clients’ teams.
“It’s like a partnership, a team situation. You become part of their team. I’m there to help them achieve their goals so they can do what they’re good at.”
This philosophy extends beyond traditional accounting services. Emma helps clients figure out what they actually need, whether that’s full-service support or the ability to “tap in and tap out” depending on their situation. The goal is always the same: give business owners the freedom to focus on why they went into business in the first place.
“They should be doing what they’re good at—being a plumber or a PR consultant or whatever,” Emma explains. “We handle the stuff that takes away from that.”
The time liberator
One of Emma’s core beliefs is that accountants should be giving clients back their most valuable resource: time. “We can do this ten times quicker than you can. So what else could you be doing? What could make your business more profitable?”
This mindset shift—from cost centre to time multiplier—helps clients understand the real value of professional accounting services. It’s not just about compliance or even saving money; it’s about creating space for business owners to operate in their zone of genius.
The experience collector
Outside the office, Emma’s approach to life mirrors her client philosophy: it’s all about quality time and meaningful experiences. Whether she’s tackling New Zealand’s great walks, attending live sports events, or planning experience-based gifts with her three teenagers, Emma prioritises connection and adventure.
“Don’t buy each other Christmas presents—let’s go and do something together,” she tells her daughter. This same philosophy applies to her friendships and family relationships, always choosing shared experiences over material things.
Her love for live sports, concerts, and outdoor adventures reflects someone who understands that life’s richness comes from engagement, not accumulation—a perspective that naturally extends to how she helps clients think about their business and personal goals.
The long-term relationship builder
With clients she’s worked with for 20 years, Emma has seen businesses through their complete lifecycle—from startup struggles to established success, and sometimes through difficult transitions. “These people become your friends,” she notes, acknowledging the emotional investment that comes with long-term client relationships.
This creates both rewards and challenges. Emma rides the highs and lows with her clients, sometimes questioning whether she could have helped them anticipate market changes or make different decisions. But she’s learned that “it’s all crystal ball stuff”—her job is to provide the best guidance possible with the information available, not to predict the future.
The confident collaborator
Emma’s success comes from combining natural relationship skills with learned professional confidence. She’s comfortable with uncertainty, skilled at reading people’s needs, and committed to delivering results when clients need them most.
Her 20+ years of client loyalty speak to something deeper than technical competence—it reflects her ability to become the trusted partner every business owner needs but rarely finds. In Emma’s hands, accounting becomes what it should always be: a tool for creating freedom, reducing stress, and enabling business owners to build the lives they want.
