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Accounting tech firm ups Middle East, Africa vision


One accounting tech firm has made a new hire to boost its European presence from early September, with a view to up the profile of its services in Europe, the Middle East and Africa.

By Katarina Taurian 9 minute read

Australian firm Practice Ignition confirmed to Accountants Daily yesterday that Adriana Amato, who is currently head of partnerships at Valiant Finance, will be joining the London office.

For the short term, her focus will be raising the profile of and awareness about Practice Ignition in Europe, the Middle East and Africa. Initially, Europe will be her main focus before exploring the other markets. 

At Valiant, approximately 50 per cent of Ms Amato’s dealings were with accountants, and she has been looking to ramp up her expertise in that market.


On a personal note, she’s also looking forward to being with a firm with a “start-up feel” again, after being involved with Valiant during its early growth phase.

“I’m excited about the new network I’m going to establish and to be getting into an industry overseas that is starting to adopt technologies in a real way,” Ms Amato said.

Also speaking to Accountants Daily, recent hire for Practice Ignition, Trent McLaren, said Ms Amato’s hire comes during a “massive season of growth” for the firm.

“She’s a pocket rocket of energy and I can’t wait to see what she brings back into the industry,” Mr McLaren said.

Katarina Taurian


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