Her Story : Jeri Willam’s
Jeri Williams is a Chartered Accountant and entrepreneurial powerhouse who swapped rainy England for the sunny sands of Dubai. Now she juggles thriving businesses in both countries, with Smooth Dubai specialising in company formation, tax, and accounting.
Jeri is renowned for injecting her unique brand of sass and humour into the grey, boring world of accounting, having established a strong social media presence with her funny explainer videos and engaging educational content. She holds the crown for the UK’s most followed accountant on LinkedIn (currently clocking 85k followers) and regularly collaborates with some of the industry’s most popular tax software brands.
Jeri started her Chartered Accountancy Practice from her garage in the UK in 2016 with a secondhand laptop and two small babies in tow. Steadily, the business grew supported by an expert team. In 2022, Jeri embarked on a new adventure, moving to Dubai with her husband and children, and a growing number of her clients started asking for advice about the tax implications of establishing their business in the Emirates.
Jeri realised that Dubai was the ideal place to launch her first international office and Smooth quickly became renowned for navigating the complex UK/UAE tax and residency regulations. Consequently, its services evolved to include other areas, such as visas and company set-up. Today, the company helps all types of business owners maximise the opportunities offered by Dubai’s vibrant economy.
When she’s not talking spreadsheets or relaxing at Atlantis The Royal, Jeri is probably plotting world domination via AI – something she’s keen to make more accessible for other accountancy professionals. Intent on sharing knowledge, Jeri founded the Digital Accountants Club, teaching accountants the secrets to successfully implementing AI in their practice for more profits, less stress, and happier clients. Her motto? “Work smarter not harder to benefit you and your business”.
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