When you hear about Jeri Williams today — a confident businesswoman expanding her accounting empire into the UAE — it’s hard to believe she once thought her career was over. Fresh out of university, Jeri’s first accounting job ended with her being sacked after just a year at a large corporate firm.
Instead of letting that moment break her, Jeri used it as a stepping stone. She landed at a small local accounting firm where she spent the next nine years, learning, growing, and eventually becoming a director. Today, her journey stands as proof that even the hardest setbacks can lead to the biggest opportunities.
A Fresh Start and a Love for Helping People
Jeri didn’t grow up dreaming of becoming an accountant. In fact, when she started working for an accounting firm at just 22, she had to learn everything from scratch. She admits that university didn’t prepare her for the real world of numbers and ledgers, and the Chartered Accounting exams were some of the toughest challenges she faced early on.
But through it all, one thing became clear: Jeri had a deep love for both money and helping people. She realized that accounting wasn’t just about balancing books — it was about empowering businesses to succeed. This passion would become the foundation of her future empire.
Expanding Organically into the UAE
Today, Jeri Williams is not just an accountant — she’s a solo female founder, a mum of two, and a businesswoman expanding her brand organically into the UAE. Without borrowing a penny, she is steadily building her accounting and company formation business across a highly competitive market.
Her move into the UAE represents not just a business decision but also a personal dream. Jeri’s goal is to keep growing her presence here, allowing her and her family to continue visiting — and eventually, she hopes, to buy a property and set up a second home in the region.
The Power of Marketing in Business Success
While accounting is her craft, Jeri firmly believes that marketing is the backbone of business growth. Over the years, she’s learned that no matter how good you are at your trade, without a steady pipeline of clients, even the strongest businesses can falter.
Jeri puts a lot of focus on creating awareness around her brand, leveraging platforms like Instagram (@thedubaiaccountant), TikTok (jerithedubaiaccountant), and LinkedIn (Jeri Williams), where she has grown to become the most followed UK accountant with over 86,000 followers. Her approach to marketing is simple but powerful — be real, be helpful, and always show up.
Building a Community, Not Just a Business
Another core part of Jeri’s journey is her commitment to building a community over competition. She runs a membership group where she helps other accountants digitize their businesses, implement AI and tech solutions, and scale their firms successfully.
By collaborating instead of competing, Jeri has created a space where accountants can support each other, share knowledge, and grow together. It’s a refreshing approach in an industry that can sometimes feel cutthroat. Through her leadership, Jeri is proving that we are stronger together.
Lessons From the Tough Days
Jeri is the first to admit that entrepreneurship isn’t always easy. There have been tough days, moments of doubt, and plenty of challenges along the way. But her mantra has always been clear: “You can do anything you put your mind to. Keep going even on the tough days.”
It’s this mindset that has carried her from being a young woman sacked from her first job to becoming a business powerhouse with global ambitions. Her story is a testament to resilience, self-belief, and the power of taking consistent action toward your dreams.
What’s Next for Jeri Williams?
As she continues to grow her UAE operations, Jeri’s vision is bigger than ever. She plans to deepen her business footprint in Dubai and the wider UAE, helping entrepreneurs and companies form solid financial foundations. At the same time, she remains committed to her community of accountants, helping them embrace technology and scale their businesses for a modern world.
And personally? Jeri is working toward making the UAE a bigger part of her family’s life — with hopes of one day owning a beautiful property here where they can create lasting memories.
Final Thoughts
Jeri Williams’ story is a powerful reminder that failure is not the end — it’s often the beginning of something greater. Her journey from being fired to founding a growing international business shows what’s possible when you combine resilience, passion, and a clear vision.
For anyone standing at the crossroads of uncertainty, wondering if they can make it, Jeri’s advice rings loud and clear: “Keep going, even when it’s hard. You’re closer than you think.”
Follow Jeri’s inspiring journey on Instagram @thedubaiaccountant, TikTok (@jerithedubaiaccountant), and LinkedIn (Jeri Williams) for more real-life business tips and motivation.
Also read: UAE Residents Must Update Emirates ID with Fingerprints Soon
