The accounting therapist: Melissa Lawson

When Melissa Lawson, Founder and Principal of Acumen Accounting Group, last spoke to The CEO Magazine in 2023, she was already making waves as a forward-thinking leader redefining client service in a rapidly evolving industry.

Fast-forward to today, and there’s a new kind of transformation unfolding – this time, in her personal life. The arrival of her son has added a new layer to the journey, changing her outlook, priorities and even the way she leads.

"It’s definitely an experience that’s put a lot of things into perspective," she reflects. "Bringing my baby boy into the world has certainly spun that on its head.

"But at the same time, it’s given me a sense of renewed energy. I look at him, and he makes me want to work harder – to provide for him and offer him a good life. But also to grow the business and make him proud too."

Redefining balance

That blend of purpose and ambition is classic Lawson. From a young age, she knew she wanted to be a business owner. While she originally considered law, it was accounting that ultimately offered the flexibility she desired – the ability to work for herself and one day be present for the family she dreamed of having. That dream is now a reality.

But like many women navigating the dual worlds of business and motherhood, it hasn’t come without growing pains.

"There was a moment of almost an identity crisis," Lawson admits. "After being in a career-driven position for so long, it was hard. I wanted to be there full time with my son, indulging in all of those moments. But there was a slight fear I wasn’t going to be able to do both."

With the support of her team, that fear quickly eased. In fact, she credits them with making it all possible.

"The team I have is amazing. They’ve taken the reins, giving me more time with my baby. I’m very blessed. I wouldn’t have been able to juggle motherhood and the business as well without them," she says, beaming.

That shift in leadership, from hands-on to trusting and empowering, has been one of the most significant changes in Lawson’s journey.

"In the past, I was a bit more controlling as a leader," she says.

"But over time, I’ve had to learn to let go of that and just trust that the people around me are the right people and they know how I operate. I can try and do it all myself but the reality of it is, it’s not possible."

Tech with a human touch

Technology, too, has played a part in making the transition smoother. Acumen now uses AI-powered tools, including note-takers for online meetings, which help the team keep track of important conversations and maintain quality standards in an increasingly regulated industry. But Lawson is quick to point out that AI is there to support – not replace – human connection.

"AI has been beneficial in letting us focus on deepening our relationships with clients," she says. "We use AI in the background, so we can be more efficient with the important work we do, like connecting with our clients. We keep in contact with them as much as we would our own family."

In fact, she jokes that one day, clients might ask Acumen to dial it back because they reach out so often. But she’d rather risk overcommunication than leave a client feeling isolated.

"Gone are the days when we were just churning out numbers and tax returns. Businesses are evolving, and they need more support," she explains.

This shift is especially important in the current economic climate. With rising living costs and pressure from the Australian Taxation Office, many of Acumen’s clients, particularly in hospitality, are facing thin margins and uncertain futures.

Lawson and her team have responded by becoming a lifeline for those businesses, offering not just financial expertise but emotional support.

"We are like an accounting therapist," she says. "We help our clients feel less alone in their businesses."

By reviewing data weekly and helping clients budget ahead of tax deadlines, Acumen helps them avoid unwanted surprises and stay afloat.

Reinventing customer service

It’s a deeply human approach and one that stands in stark contrast to an increasingly transactional world.

"At the store, you can use the self-serve checkout. You don’t have to say hi to anyone now or have a chat. All of that is slowly disappearing," Lawson says. "We want to bring back that genuine customer service."

To that end, Acumen is developing new touchpoints to connect with clients in meaningful ways. They’re preparing a client relations pack to better support time-poor business owners. And soon, they’ll launch after-hours networking events – complete with champagne – to educate clients on legislative changes and offer a space to connect.

"In this industry, change is a constant," Lawson says. "Information is changing, legislation is changing. And it’s good to keep them up to date. It’s also important we make sure they feel valued."

Education is something Lawson feels passionate about, especially when it comes to the next generation. She’s written a series of e-books aimed at school leavers, helping them understand the basics of tax and finances. It’s knowledge she believes is crucial but often overlooked.

"It’s all good and well to have clients coming and you’re doing their work, but I feel like it’s information that people, particularly younger people, should have going out into their working life," she says.

"School churns us out to go into the workforce. But it doesn’t give us the skills we need to understand accounting and tax and use that knowledge to our advantage to build wealth."

Her drive comes from personal experience.

"We weren’t a rich family. My mom struggled to put food on the table," she reveals. "So I think having education around how to manage your finances is really important."

Strength in numbers

It’s that desire to give others a better path, whether they’re clients, team members or future generations, that lies at the core of Lawson’s leadership.

"I’ve worked hard to be able to do this for myself and my family. Now I want to see others succeed. It brings me joy to see other people do well, and if I can help them get there – that’s the best feeling ever."

That spirit was recognized at The CEO Magazine’s 2023 Executive of the Year Awards, where Lawson took to the stage to represent Acumen, a sponsor of the event.

"Being part of the awards was an absolute privilege," she says. "Seeing Acumen up on the big screen in front of a room full of incredibly intelligent and successful people was a pinch-me kind of moment."

As she juggles motherhood, leadership and an ever-changing business environment, Lawson remains grounded in her belief that there’s strength in numbers – not only in the precision of their work, but in the strong partnerships they build, the trust they earn and the results they deliver.

And while her baby may be the new ‘CEO’ at home, as she laughingly describes, at Acumen, she’s still very much the leader at the helm.

"My younger self would be so proud of me today," she says. And rightly so.