In a recent session at the Elevate Summit, Reza Hooda, founder of Walji & Co, shared his approach to onboarding clients and why it’s such a crucial stage in the client journey. Onboarding is more than just paperwork and compliance—it’s the first real experience a client has as part of your firm, and getting it right can mean the difference between a successful long-term relationship or early client dissatisfaction.
In this post, we’ll unpack Reza’s strategies, including using automation and managing client expectations, to create a smooth and professional onboarding experience that sets the tone for future success.
Key Takeaway #1: Onboarding is a client’s first impression of your firm
For many accountants and bookkeepers, onboarding can feel like a burden—AML checks, gathering information, risk assessments, setting up software—all of which are time-consuming. But Reza points out that onboarding is the client’s first true impression of your firm.
“They’ve had a bad breakup with their previous accountant. They’re looking for something better,” Reza explains, comparing onboarding to the start of a new relationship. For the client, it’s an emotional process. They’re excited to work with you but also fearful that they may face the same frustrations they had with their previous accountant.
That’s why Reza emphasises the importance of wowing clients right from the start. Everything from how quickly you respond to how clearly you explain the next steps matters in building trust and ensuring they feel confident about their decision to join you.
Key Takeaway #2: Use technology to streamline the process and make it client-centric
One of the biggest complaints Reza hears from accountants is the time it takes to onboard clients. His solution? Use technology to automate as much as possible. At Walji & Co, Reza uses GoProposal to handle engagement letters and proposals, which allows clients to sign up at any time, even outside office hours. But the real magic happens when clients are redirected to a personalised webpage immediately after signing.
Rather than leaving clients in the dark after signing, Reza’s system serves up a “next steps” page that clearly outlines what will happen next. “The page congratulates them, welcomes them on board, and explains the process—things like filling out an onboarding form, contacting HMRC, and setting up an introductory meeting with their account manager,” Reza says. This simple step gives clients peace of mind and eliminates uncertainty, helping them feel that they’re in good hands.
By using a Google Form to collect key client details—such as preferred communication methods and business needs—Reza’s team saves hours of manual back-and-forth. This information is fed directly into the onboarding process, further reducing administrative workload and keeping everything organised.
Key Takeaway #3: Managing expectations from day one is crucial
One of the most important lessons Reza shares is the need to manage client expectations early. If you don’t, clients might expect instant results, leading to frustration when things take longer than anticipated.
To avoid this, Walji & Co sets clear timelines in their onboarding communications. They provide clients with an overview of what will happen in the first three to six months, broken down into phases. For example, the first few weeks focus on onboarding and admin tasks, while the later weeks focus on setting up software and training.
Reza notes that having this visual overview not only reassures clients but also buys his team valuable time to get everything done without being rushed by client expectations. “If you tell them upfront that it will take three months to get everything in place, they’re fine with it. But if you don’t set expectations, they might think they’re getting everything tomorrow,” Reza says.
Key Takeaway #4: Automating onboarding reduces admin overload
For firms looking to reduce the admin burden, Reza recommends automating key parts of the onboarding process. “We’ve only got one person in our admin team, despite being a team of twelve with seven-figure turnover,” he reveals. The secret to keeping admin lean is using tools like Google Forms to collect client information and automating next steps after the proposal is signed.
Reza stresses that you don’t need expensive software to achieve this. “Google Forms is free, easy to use, and has a great user experience,” he says. By thinking about what information you need upfront and creating a process for gathering it, you can shift the workload back to the client in a way that feels smooth and efficient.
Key Takeaway #5: Use onboarding as a filter for ideal clients
Another benefit of having a structured onboarding process is that it helps you identify whether a client is a good fit for your firm early on. Reza encourages accountants to set expectations during the sales process to ensure they’re not taking on clients who will be a poor fit.
If a prospect indicates they’re disorganised or unwilling to use digital tools, that’s a red flag. Reza advises accountants to avoid being “needy” in sales conversations. “It’s about you interviewing them as much as them interviewing you,” he explains. By filtering out problematic clients early, you can avoid headaches down the road.
Final thoughts: Onboarding is an opportunity to wow clients
Reza Hooda’s approach to onboarding isn’t just about getting the job done—it’s about creating a lasting first impression that wows clients and sets the stage for a long and successful relationship. By using technology to streamline processes, managing expectations early, and filtering for the right clients, Reza has built an efficient and client-focused onboarding system that benefits both his firm and his clients.
If you’re struggling with onboarding, take a page out of Reza’s book: focus on creating a process that reduces admin time, communicates clearly with clients, and makes them feel valued from day one. A smooth onboarding process doesn’t just improve client retention—it sets the tone for everything that follows.
Watch Reza’s full onboarding process
To see Reza’s approach in action and explore more practical onboarding tips, check out the full recording from the Elevate Summit!