Finance Transformation Executive (ACA/ACCA) in London

About GenFinance.AI

GenFinance.AI is the UK's emerging leader in bringing generative AI to finance and accounting professionals. Our mission: To accelerate the world's finance professionals through rapid, reliable and responsible AI. We work with the institutions that matter: the ICAEW, finance teams in £20m to £250m businesses, and accounting practices navigating the AI transition. We do not build AI models. We deploy them, train people to use them, and advise leadership on adoption strategy. Since launching in June 2024, we have achieved exceptional growth and repeat contracts with blue-chip clients. Our work includes developing the ICAEW GenAI Accelerator Programme, accessible to 200,000+ members with 250+ videos and 500+ practical use cases. We are building the founding team that will make GenFinance the definitive name in AI for finance.

About the Founder

Peter Beard ACA BFP has over ten years of experience in finance and accounting. At Ernst and Young (EY), he managed a range of audits (including FTSE and EURO Stoxx 50-listed), contributing to EY's AI research and leading technology transformation projects. Peter was awarded twice by EY UK for his "Significant contributions to innovation initiatives" and "Exceptional technical proficiency and quality commitment". He now sits on two ICAEW Advisory Boards (Audit and Assurance Faculty, Members and Commercial Board) and is an Advisory Board Member for the FD Show launching at ExCeL London in 2026. He holds a Perplexity AI Fellowship, connecting him with leaders from Perplexity, Nvidia, Ramp, and other technology companies.

About the Role

This is a founding team role. We are a lean company, just a handful of people building something that matters. You will be joining at the ground floor, not as employee number fifty. You have done the hard yards in finance. You know what month-end actually feels like. You have lived through audit season. You understand why accountants are sceptical of anything that promises to make their lives easier. That is exactly why we need you.

You will take your finance credibility and learn to apply AI tools in ways that genuinely help. Not in ways that sound good in a sales pitch but fall apart in practice. You will work directly with the founder (ACA-qualified, ex-EY Technology Specialist) to deliver training, education, and advisory services to finance teams and accounting practices.

Here is what you will actually do:

• Shadow the founder on client engagements to learn GenFinance's methodology
• Deliver training sessions to finance teams and accounting practices, in person and online
• Translate AI capabilities into language that resonates with accountants: practical, specific, ROI-focused
• Advise clients on AI adoption strategy, helping them prioritise use cases
• Participate in research, both field and desk, to help disseminate signal from noise.
• Develop and refine training materials, case studies, and resources
• Contribute to thought leadership content for the accounting profession
• Support business development in the accountancy market
• Run workshops independently as you gain confidence and client trust
• Gather client feedback that informs product and service development
• Represent GenFinance at industry events and professional body gatherings

This is a startup. The nature of a founding team role means there will be ancillary tasks beyond your core remit. You will need to be open to what the business needs. It is a varied role, and that is part of what makes it valuable.

Why This Role Matters (For You)

If you are hungry to grow, this is your shot. You will get deep expertise in applied AI, taught by practitioners not theorists. You will have direct client exposure from early in your tenure. You will shape how an entire profession adopts new technology. This is a path to leadership in a high-growth company. Not another cog in a Big 4 machine. Your skill set will grow exponentially faster here than it would inside a larger company. You will develop more in one year than in three elsewhere. More importantly, you will help good accountants become great. If you find meaning in that kind of work, you will love this role. If you are not ready for a fast-paced environment where you figure things out yourself, this is not the role for you.

To Win In This Role, You Need

Required:

• ACA or ACCA qualified
• Minimum 2 years post-qualification experience
• Big 4 background, OR practice or industry role at a £50m+ revenue organisation
• Genuine curiosity about AI and technology
• Deeply curious about the world and likes to connect dots
• Strong communication and presentation skills
• Credibility with accountants. You speak their language because you have lived their reality.
• Comfort working hard and solving hard problems
• Excitement for the challenge of a founding team, not looking for structure handed to you

Preferred:

• Experience in a client-facing or advisory capacity
• Exposure to finance transformation, systems implementation, or process improvement
• Previous use or experience with accounting software (Xero, Sage, Oracle NetSuite, SAP)
• Existing network in the accounting profession
• Experience producing written content (articles, thought leadership, training materials)

Not Required:

• Technical or coding background. We will teach you what you need.
• Prior AI experience. Genuine curiosity matters more than existing knowledge.

Results

You will be measured on outcomes that matter:

• Deliver client training sessions independently, maintaining GenFinance's reputation for quality
• Generate qualified leads through accountancy market outreach and network development
• Achieve high client satisfaction and generate referrals from successful engagements
• Produce published content that resonates with finance professionals
• Contribute to repeat business and expanded client relationships
• Help establish GenFinance as the trusted name in AI for the accounting profession

Location and Environment

Bristol or London. In person (hybrid option). We come to the office because the best work happens in unexpected moments of collaboration. We will give you focused work zones and the assets you need to succeed. Quality equipment, proper setup, the tools to do your best work. Once we know your capability to get the job done, flexibility follows.

Visa sponsorship is possible for exceptional candidates who also demonstrate exceptional technical English speaking ability.

£35,000 to £55,000 base salary (dependent on experience)

£1,500 annual learning and development stipend to focus on your interests in the field

Pension contributions

Free gym membership

Quality equipment (Mac, etc.)

Various discounts and perks

Equity participation discussed with exceptional candidates

What We Believe

Rapid, reliable, responsible Generative AI needs all three to be successfully implemented. Miss one and it fails. We do not compromise on any of them. Trust is a precious commodity. In finance and accounting, trust is the currency that matters most. It takes years to build and seconds to destroy. Everything we do must earn, protect and extend that trust. Speed of thought. Generative AI is the step closer for humans to work at the speed of thought. That is the standard we are building towards. From cost centre to value maker. Finance teams should make money, not just count it. We help them make that shift. First principles thinking. This is the bedrock of effective decision making. No assumptions. Solve from the ground up. The back office is neglected. Everyone is chasing the prize for the front office. Meanwhile, the back office of GenAI adoption is largely ignored, despite real demand from business owners. That is where we focus. Lasting change, not demos. Value is created through lasting work with customers that truly changes their results and work patterns. It means they can go home slightly earlier. It means they can take that project off the shelf because they have saved the time. It means they can cut prices to consumers so everyone benefits. That is what success looks like.

How We Work

We operate with a flat organisational structure. All employees are expected to be hands-on and to contribute directly to the company's mission. Leadership is given to those who show initiative and consistently deliver excellence. Work ethic and strong prioritisation skills are important. This is not a place where you wait to be told what to do. If that does not excite you, this is not the right role.

Interview Process

Application review. CV, LinkedIn, and application form (see below). Initial chat. Get to know each other, discuss basic qualifications and mutual fit. Project. Demonstrate your hands-on capability with generative AI, and your ability to explain something complex clearly. Final conversation. Meet the founder, discuss the role in detail. Our goal is to complete the process within two weeks of first contact. We believe recruitment should be a good experience regardless of outcome. Every candidate who completes an interview will receive specific feedback and a decision within 14 business days.

To Apply

Apply via LinkedIn AND complete the application form. We will only consider applications that include both. If you have only clicked "Easy Apply" without completing the form, your application will not be reviewed. This is not bureaucracy. It is how we identify candidates with genuine interest versus passive applicants. This is a rolling application. We will review applications on an ongoing basis until the role is filled.