WHAKATĀNE'S Rural Accountants has relaunched its business under the new name, Rural Chartered Accountants.

Along with a comprehensive brand refresh, the relaunch coincides with the announcement of Juanita Mottram as a partner.

Ms Mottram’s promotion to partner (accepted and formalised in 2023) marks a significant milestone in her career, following the completion of her Certificate of Public Practice and Chartered Accountant qualifications.

Her journey to partnership has been driven by a deep commitment to professional excellence and a passion for empowering rural businesses.

“Becoming a partner is a major personal achievement for me,” she said.

“As partner, there is more responsibility, a higher level of trust with clients, and I am more involved in the day-to-day running and strategic direction of the business.”

Ms Mottram, who joined the firm in 2018, has been instrumental in Rural Chartered Accountants’ recent growth and modernisation.

Her leadership was key in the firm becoming a member of The Gap, a business development organisation that has connected the firm with like-minded, non-competing firms and positioned it as a modern, forward-thinking advisory practice.

Partner Shannon Harnett said Ms Mottram was an excellent accountant with great business acumen.

“Since making her partner and joining The Gap last year, we have grown into a more modern firm.

“We have implemented our strategic plan, cemented our core values, and increased our business development services to provide clients with peace of mind in their businesses and lives.”

In addition to her accounting expertise, Ms Mottram holds a degree in PR and marketing and has a natural aptitude for mastering new software and technology.

“We use a range of software tools as part of our service offering. Juanita picks up every new software tool we take on and figures it out very quickly,” Ms Harnett said.

Christine Craig, another partner at Rural Chartered Accountants, said having a third person to share ideas with to formulate the company’s long-term strategic plan had been fantastic.

“Having a third partner also gives us more extensive areas of expertise to help our clients.”

As rural specialists, the business provides services ranging from financial management and planning to high-level outsourced CFO services, working with farmers, business owners and rural syndicates nationwide.

It was recently nominated for an award at the upcoming The Gap Re.Union in Auckland.

Ms Mottram is particularly excited about helping clients add value to their businesses, creating financial freedom, and giving clients more ability to enjoy their lives.

“Our focus is not solely on compliance or looking backwards, as is the case in traditional accounting. We are also interested in looking forward for the business and empowering our clients achieve their goals, too,” she said.

She said the accounting industry was changing, and she felt proud to be partner in a women-led business.

“I feel proud as a Māori woman and a mother that I have achieved this for myself and am hugely grateful for the incredible support of my family in helping me get here.”