Most small practices grow by referral. It’s reliable, but it’s slow, and you don’t get to choose who walks through the door.
If you’d like more of a particular kind of client, you need to go and find them. The good news is that accountants have an advantage most businesses don’t: the moments when a company needs you are often a matter of public record.
Who you want
For most small practices, the sweet spot is owner managed limited companies with 1 to 50 staff, ideally in sectors you already understand. A director makes the decision. They want to know what they owe and when, a fixed fee they can budget for, and someone who answers the phone.
Pick two or three sectors you know well and say so in your ICP. “Trades and construction firms” or “e-commerce brands” gives you far better searches, and far better emails, than “SMEs”.
The moments that matter
This is where Companies House does half the work for you.
- Newly incorporated. A company formed in the last few months has its first accounts, tax registrations and possibly payroll ahead of it. Many new directors haven’t picked an accountant yet.
- First accounts due soon. You can see the due date on the company’s Companies House page.
- Overdue filings. Accounts or a confirmation statement marked as overdue often means the current arrangement isn’t working.
- Starting to hire. Payroll is new, and so are the questions.
- Growing towards the VAT threshold. A good moment to talk about structure and planning.
Each one gives you a genuine, specific reason to get in touch.
Where to find them
Companies House advanced search lets you filter by incorporation date, location and SIC code, all for free. Choose the codes for your target sectors and a registered office area, and you’ll have a list of new companies in minutes. Each company’s filing history shows what’s due.
Apollo or a similar tool can then find the director’s business email.
What to say
Be helpful, never alarming. If a company is overdue, don’t make them feel told off.
Subject: Trevarrow Joinery’s first accounts
Hi Mike,
Saw Trevarrow Joinery was set up last spring, so the first set of accounts will be due next year. We look after about 40 joinery and building firms around Falmouth and Truro, all on a fixed monthly fee.
Have you got someone sorting the year end yet, or is that still on the list?
Anna, Penhale Accounting
Not relevant? Reply and I won’t email again.
The rules, briefly
You can email limited companies, LLPs and public bodies without asking first, as long as you identify yourself and make it easy to opt out. Sole traders and ordinary partnerships need to have opted in, which rules out a lot of small businesses, so your ICP should focus on limited companies. A named director is still personal data under UK GDPR. Keep only what you need and link to your privacy notice.
Check your professional body’s rules on marketing as well. This isn’t legal advice, and the ICO is updating its guidance after the Data (Use and Access) Act 2025, so check the latest before you send.
Get the template
Download the accountants and bookkeepers ICP. It covers who to target, the moments that matter, how to search Companies House, who to leave out and the rules, with spaces for your services, sectors and fees.
Fill it in, paste it into Claude, Copilot or ChatGPT, and ask:
- “Show me how to find companies incorporated in [area] in the last 90 days.”
- “Here’s a company. Score it against this ICP.”
- “Write a first email to this director using the ICP.”
For a different mix of services or sectors, build your own with the ICP generator.
When you’re ready, Waving sends plain text emails from your own domain. You approve each one, and follow ups stop as soon as someone replies.
Not your trade?
Build your own ICP in a few minutes. Free, no sign up, nothing leaves your browser.
Open the ICP generator