As part of its acquisition of the UK-based Institute of Financial Accountants (IFA) back in 2015, the IPA has launched a new digital hub that will service members across Australia and the UK.
The new platform, launched in partnership with Momentum Connect, will showcase features from the IPA and IFA print magazines, and local and global content based on the geographic location of the reader.
Speaking to Accountants Daily, the IPA’s chief executive Andrew Conway said the digital hub was the result of the shared small business focus of both organisations and the need to keep members engaged with the latest issues in the industry.
“Ultimately, life in the small and medium practice, particularly those in sole practice, can be very isolated and removed from support that larger firms and larger networks have, so we see ourselves as providing that important support and information to members who desperately need to stay ahead of the game and make sure they are up to speed with many of the changes occurring,” said Mr Conway.
“This platform looks to provide a consistent communication platform specifically focused on small and medium practice and small business issues and making sure that information is delivered in a practical way and relevant to readers and is responsive, which means people can engage and interact with us.”
The new platform will cover a range of topics, including a focus on the health and wellbeing of practitioners and their small business clients.
“When a member or a reader lands on the page, it helps them navigate through certainly technical content but then also taking them into areas that were not traditionally seen as the bastion of the profession,” said Mr Conway.
“We want people to be thinking of their own wellbeing because in order to provide good advice to clients, you first have to have the right mindset yourself and it is perfectly fine and ok for a professional to stick their hand up and say ‘I'm struggling a bit here’, and actually seeking resources and tools to achieve that.
“What we are trying to do with the platform is raise the awareness of the plight of members in practice and the unique challenges they face in providing services to clients,” he added.
“When you’ve had a really rough day and back-to-back client engagements and that could range from deceased estates right through to matrimonial disputes to businesses facing hardship, who does the accountant speak to? We want to provide through this platform, a window into some of the tools and resources available to members to seek assistance when they need it.”
Momentum Connect director Phillip Tarrant said that the new platform is fresh, exciting and in tune with the latest technological developments.
“The news industry is constantly evolving and we are following the trends. When it comes to content that is both engaging and interactive, you cannot ignore the digital space,” says Mr Tarrant.
“While the initial focus of the new platform is on Australia and the UK, we have designed and constructed it to grow with the addition of other jurisdictions that the IPA Group may expand to in the future.