Meet the member: PJE Accountants & Advisors

From legacy to cutting-edge

In the rolling hills of mid and West Wales, PJE Chartered Accountants stands as a remarkable example of how traditional practices can successfully evolve without losing their core values. Recently shortlisted as a finalist for the Xero Awards 2025 in the mid-size firm category, this family-run practice has transformed from a conventional rural accountancy firm into a forward-thinking, fully digitised operation that serves clients across the UK.

Being shortlisted for a national industry award reflects their broader commitment to innovation and client service excellence. However, for this Welsh practice, awards are just one measure of success. Their true achievement lies in building a sustainable, scalable business model that serves clients effectively whilst providing meaningful careers for their team.

Here, we ‘meet the member’ – a CPAA member practice leading the way in their field and being recognised for it – and we look at the how this three-generation Welsh business has handled digital transformation so well.

A foundation built on longevity

Founded in Lampeter in 1973 by Tudor Davies, PJE Chartered Accountants has been serving the Welsh business community for over five decades. Now operating from four offices across mid and West Wales, the practice is run by Tudor's son Gary Davies and grandson Llŷr Davies, who joined as Director in 2018. This three-generation approach brings together decades of experience with fresh and innovative thinking.

"My grandfather started our firm over 50 years ago. Some of those original clients, including a farming husband and wife team from Maesycrugiau in their 80's, are still with us," explains Llŷr. The practice has maintained these deep, personal relationships whilst completely transforming how they deliver their services.

Digital transformation without losing personal touch

What sets PJE apart is their unique offer; it’s what Llŷr describes as, “a legacy accounting firm that's fully digitised and scalable, ready to offer a prompt, accurate and high-quality service with a high level of client care to a wide range of clients, from traditional local farming partnerships, to fully digital marketing agencies run by young professionals at the other end of the UK.”

He adds, “we market ourselves as forward-thinking accountants, and for us, that phrase means helping our clients plan through our advisory services and being ahead of the curve as a firm by implementing the newest digital solutions.” This digital-first approach has enabled the practice to scale efficiently whilst maintaining quality.

More than compliance: a business partnership approach

PJE's philosophy centres on moving beyond traditional compliance work to become true business partners with their clients. Their end-to-end digital processes free up valuable time that can be invested in advisory services, strategic planning, and meaningful client relationships.

“You can't give clients added value unless the efficiency is there,” notes Llŷr. “We all know what it's like. If you've got a budget to hit and you have a £1,500 accounts job, then you've got a certain amount of time to do it. If you can improve your efficiency and give yourself an extra few hours to do some critical thinking, give the client a phone call, have a proper accounts review meeting with them, that's very powerful.”

The practice has helped numerous small businesses optimise their operations through smart technology adoption. One notable example is an agricultural service business in West Wales which “unleashed inventory management software based on our recommendation,” says Llŷr. “The stock management functionality in combination with the reporting power has enabled him to scale his service offering by controlling wastage and billing customers for everything they receive.”

Innovation in practice

PJE's commitment to staying ahead of the curve is evident in their approach to new technologies and services. "We moved all our VAT clients to Xero for MTD back in 2019,” explains Llŷr, demonstrating their early adoption of Making Tax Digital requirements.

The practice also serves as beta testers for new software solutions. “We've always put our hand up to try new products, notably as beta testers of Xero Tax for companies shortly after Xero purchased Instafile and as Alpha testers of Xero personal tax. We were the second or third firm with access across the whole UK.”

Another key factor in PJE's success has been their investment in team development. The transition from traditional methods to digital-first operations required significant change management, but the results speak for themselves. The teams “supercharged” with the tools given to them and it’s helped them to produce outstanding work.

CPAA membership

As active members of the CPAA, PJE values the professional development opportunities and networking benefits that membership provides. The association's focus on supporting accountants through industry changes and promoting best practices aligns perfectly with PJE's commitment to excellence and continuous improvement.

Llŷr says of the secret to their success, “for me, high performance is about providing those added value services to the client, not the bucket and spade compliance work – but you have to start with that first. You've not only got a high-quality level of information, but you've got time to run through it with them. It means you're going to build trust with the client, your relationship will improve, and they're happier and more likely to spend money on some advisory services.”

As PJE continues to grow and evolve, they remain rooted in the values that Tudor Davies established over 50 years ago, whilst embracing the technologies and methodologies that will define the future of the accounting profession.