We think business
should be rewarding

Whether you’re just starting out or you’ve built up an established firm over years, it’s easy to get caught in a trap of always dealing with the immediate issues.

We believe in giving all firms access to the tools and knowledge that will allow them to build rewarding businesses and live a better life.

We won’t just tell you
what you want to hear

Between us, we’ve modernised, grown and sold businesses. We’ve built great teams and understand what it takes to develop a whole firm, rather than just partners and senior staff.

We’ve also seen personally what happens when you get stuck in the cycle of suffering. When overworking and stress takes a toll on your physical and mental wellbeing.

This is why everything we do at Armadillo is guided by these four principles. You can expect this from us, and we expect this from you.



We believe the right thing to do is tell you the truth, not just tell you what you want to hear. We’ll tell you what you need to know, and what we firmly believe you need to do to make your life better. Most of our members are with us because of that honesty.


We won’t tell you what you want to hear just to sell you something or to make money out of it. We will guide you honestly along a path for your benefit, not ours.


We stay the course, and we champion others who stay the course. We believe in making things better for you. If something’s not working, do it a different way, try something different. Take steps to make things better. It’s hard doing business on your own – we’re here to help steer you along.


You’re a part of a network of Accountants who are stretching and growing. We share knowledge and experience in a safe environment. We’re honest with each other and come from the same place of integrity. We’ll nurture you with a family mindset. Sometimes that means an arm round the shoulder, sometimes a push in a different direction. Both will help you grow.

The freedom to choose has been
so important to our journey

The people behind Armadillo


Gordon Berry


  • Go to person for: Mindset and practice growth
  • Chartered Certified Accountant (1994)
  • Chartered Tax Advisor (2004)
  • Neuro-Linguistic-Programming
  • DiSC Certified

I previously took over an Accountancy Firm where the owner (my Father) had taken unwell as a result of the stress involved in running the practice on his own. I quickly learned a lot about running and developing a firm. Because of this experience, I’m motivated to help accountants grow and develop their Accountancy & Tax practices in a way that is sustainable for them and helps them achieve the quality of life they desire. I’m constantly developing my own thinking and understanding in order to help people with theirs, so they can find more peace and happiness in life.


Matt Hall


Go to person for: All things tax


Chartered Tax Advisor (1999)


DiSC Certified


I’ve been successful enough in the past to be able to choose not to go back into the big firm world; not to have to work 60+ hour weeks for someone else. I like the flexibility that being my own boss gives. It gives me choices. Choices of when and where to work. The choice of spending more time with my family than my work colleagues. I want to help others achieve the success needed to allow them the freedom to choose how they spend their time too. I’m most passionate about my family. Being there for my boys, watching them grow, enjoying their achievements and sharing their disappointments. Much like our members!

Be a part of the network and choose
what a better life means to you