Adfin | Nicola Hageman swapped faceless tools for support that listens

We’re proud to spotlight Nicola - one of our loveliest customers (and brave enough to share a stage with us!).

Now the founder of The Numbers Quarter and co-creator of FreshPay, she shares her story of building two businesses, supporting women in business, and why customer support matters most.

How did you get into accounting?

I’ve wanted to be an accountant since I was about eight years old - which sounds a bit sad! But my brother had a friend who lived in a big house with a secret doorway to another room, and his mum was an accountant. So, in my head, I thought, “I want a big house with a secret room. I’m going to be an accountant!”

Turns out the dad was also a big-shot lawyer in London, so that probably explained the house. But still, that kind of kickstarted it. I’ve always loved maths, numbers, logical things - and I’ve always been a bit of a Del Boy. My friends actually called me Del Boy at uni. I was always starting something new - party planning, MLM stuff - you name it. I just really enjoy business.

I started out working in an IT company in London, where I got most of my training - management accounts, commercial management, working with big train operating companies. I loved it. I used to work on big bids and financials, spending my days building massive spreadsheets (which I loved).

Ten years ago, though, my kids were getting older, and logistically I couldn’t get from London to nursery and school pickup in time. So I started my practice - The Numbers Quarter. It was originally just called Nicola Hageman Accountancy because I do numbers, not creative branding!

I’ve now got a lovely team supporting small businesses. I still love it.

What do you specialise in at The Numbers Quarter?

We’ve found ourselves working with a lot of female business owners recently, which I love. We’re also an all-female team, which is really special. I think running a business as a woman - and particularly as a mum - is just different.

I hate the term mumpreneur because it really downplays the work involved, but there is a unique dynamic. Men often have someone at home supporting them, so they go all in - 60-hour weeks, weekends, the works. That first year, they scale quickly.

Women, on the other hand, often start businesses for flexibility - school pickups, caring for elderly relatives. So growth isn’t always fast out the gate. I started in exactly the same position. It helps to work with clients who relate to that reality. I can say to them: don’t compare yourself to others - your path is different, and that’s okay.

Does working with that demographic change how you deliver your services?

Absolutely. We focus a lot on personal relationships. No one enjoys bookkeeping or talking about numbers - we do, thankfully! But for us, it’s about knowing the person behind the business. Is this business working for them and their life?

We talk about their families, holidays, and personal goals. Some want to make a little extra on top of another income, and others want to scale to seven figures. We tailor our support so their business works with their lifestyle, whatever that looks like.

If you could describe a dream client, what would they be like?

They’ve got to be nice. That’s a must. If someone’s respectful and kind, we’re happy. But beyond that, our ideal client is someone who’s been winging it for a few years, doing well, and now realises, “Hey, this could be something bigger.” They want clarity - they want to stop stressing about tax bills and cash flow. That’s when we step in and take those worries off their hands so they can focus on what they’re best at.

What would you say is the key thing that differentiates your business?

Honestly, we’re all doing the same thing on paper. So I’d say it’s our approachability. Clients can ring us about anything - even holidays! There are no stupid questions. We want people to feel totally comfortable asking us anything and knowing we’ll explain it clearly, kindly, and without judgment. It’s about being a real partner in their business, not just someone who sends over accounts once a year.

Are there new tech developments that have changed the way you run things?

Yes - I love tech. I’m a bit of a geek. I always want to try new tools, much to my team’s dismay! I get shiny object syndrome and want to test everything. AI especially is really exciting. ChatGPT is basically my new best friend. It’s so polite and encouraging - it’s like a personal cheerleader! I use it all the time.

I’ve heard about some AI tools being planned for our industry, and I can’t wait to try them out. That kind of innovation makes everything smoother and more efficient.

If you could automate anything in your life, what would it be?

The washing. 100%. I want something that picks up the clothes from the kids’ floors, sorts them, washes them, dries them, and puts them back in the right drawers. I’ve got three boys, so that would be my dream.

I’d love Rosie from The Jetsons - she was a cleaning robot, and I just want her to sort my life out.

What’s been your proudest moment so far in your career or business journey?

Still genuinely enjoying what I do and being excited for the future of The Numbers Quarter - even 10 years in. That, and I’m also one of the founders of FreshPay, which I’m incredibly proud of. This new tax year has been phenomenal for us. Seeing other accountants say how good your software is - that’s an amazing feeling. When someone recommends it, it’s like: yes! We did that.

Tell me about FreshPay! What is it, and how did it start?

About four years ago, I posted in an accountancy group asking for recommendations for cloud-based payroll software. No one had anything solid. Two people I’d never spoken to before commented with a throwaway line: “Why don’t we just build one?”

So we did. FreshPay was born. It’s all self-funded. We had a few early testers who invested a bit, but otherwise it’s all been done by us. We’re all accountants and payroll bureaus ourselves, so we designed the software to make our lives easier - automations, clarity, efficiency. That then helps our clients, too.

How’s it going now?

Really well! Growth has been completely organic and this year, we’ve seen loads of momentum and have exciting plans for further development. Feedback has been amazing, and our top priority is customer support. It’s been busy, which is a good problem - but we’re working hard to keep responses quick and helpful.

How do you balance The Numbers Quarter with FreshPay?

It’s a juggle. We dedicate Tuesdays to FreshPay specifically, but we dip in and out through the rest of the week too. We’ve got a customer support team and a third-party development team helping, but yeah - it’s basically two full-time jobs plus the rest of life!

What makes FreshPay stand out?

It’s built specifically for bureaus, so it’s full of efficiencies that make payroll more profitable for the person running it. It’s all about usability and support. We’ve built it from our own pain points, and that really shows.

What made you decide to start using Adfin?

I met Tom and Sam at Accountex North last October. I’d never heard of Adfin before, but I went over for a chat because it sounded interesting - like a better alternative to GoCardless. They were just such lovely people, and I’m a people person. GoCardless always felt faceless to me. So I gave Adfin a try and moved all our clients over. We’ve had a few teething issues, but we love it, and the support’s been brilliant.

Is there a particular Adfin feature you find most valuable?

The ability to track customer status - like who hasn’t signed a mandate and what stage each invoice is at - is really helpful. I also love that a link to pay by card is automatically sent out if a direct debit fails so you know it's being sorted! You can focus your attention where it’s actually needed, instead of chasing your tail.

Also, your support team is incredible. If something goes wrong, you get an answer within an hour. That’s so rare and so valuable. Honestly, that’s probably the biggest differentiator.

What’s your go-to drink while working?

Coffee - a latte. I actually bought a proper coffee machine for the office. It’s bean-to-cup, and I use Wonky Coffee, which I love. They save the beans and create a sustainable blend.

And your go-to drink when you’re not working?

I love prosecco, but I’m often the one driving or trying not to be hungover for days, because I’m too old for that now! So I often opt for the non-alcoholic version.

Any fun facts or quirks from your business life?

Nothing too wild. But I do bring the dog into the office - Maddie, a little border terrier. She’s got her own bed and hangs out in a little pen around my desk. She’s a lovely little mascot.

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Need someone who’ll listen, guide, and help you build a business that fits your life? Nicola and her all-female team are here to make it happen. Contact Nicola here.

Get rid of faceless solutions like Nicola did. Sign up to Adfin today.

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