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Practice Ignition rebrands, launches new platform


Practice Ignition has rebranded to “Ignition” to expand its focus on client engagement and commerce as it rolls out a new platform to shake up the professional services industry. 

By Tony Zhang 13 minute read

Practice Ignition, the world’s first client engagement and commerce platform for the professional services industry, has become Ignition to reflect growth from its core proposal and payment automation solution to a broader client engagement platform, helping accounting, bookkeeping and professional services businesses spark long-lasting client relationships with ease. 

The brand refresh follows 18 months of significant product investment, to build an even more scalable and intuitive platform that meets the needs of a diverse and growing customer base in APAC, North America and EMEA. In November 2021, Ignition raised $68 million on a Series C funding round led by US-based JMI Equity to support global expansion and bring in new sales and marketing capabilities. 

“Over 5,000 accounting, bookkeeping and professional services firms use the Ignition platform to do business with their clients today, streamlining their operations, and boosting working capital. Our new name and platform reflects our mission to deliver even more value across the entire client journey for customers,” Guy Pearson, founder and chief executive of Ignition, said. 


“Our expansion from proposals and payments to client engagement and commerce is a reflection of 18 months worth of product investment. We’ve created an all-in-one client experience that is designed to meet specific business needs and regulatory requirements while giving accountants and bookkeepers the clarity, confidence, convenience and control their businesses need to reach their full potential.” 

The new platform enhancements include conversion rate optimisation in the proposal process, to make it easier for a broad range of businesses to renew and upsell services, according to Ignition. 

With more flexible billing options and multiple-option proposal templates from leading industry experts and partners, accountants and bookkeepers specifically can complete traditional tasks such as tax strategy and payroll, while delivering new advisory offerings.

Ignition has also invested in new integrations while enhancing existing ones, including the ability to scale people advisory and simplify billing with a new Gusto integration, and adding more flexibility to automate jobs with an enhanced Xero Practice Manager workflow experience. The enhanced review and pay online experience provides more ways for companies to be paid, including automated payments and invoicing.  

Recently the Institute of Public Accountants partnered with Ignition to enable members to access the latest IPA engagement letter templates within Ignition’s platform.  

“Practice management is a major area of focus by regulators and standard setters in the accounting profession. Mandatory standards around quality control, risk management, engagement letters, ethical conduct, and disclosure to clients all need to be considered when running a successful practice,” IPA Group chief executive Andrew Conway said. 

Clients, the public, regulators, and government are raising their expectations. One way to address this is through the use of innovative platforms, which is why we have partnered with Ignition – to ensure our members can maintain practices that are compliant and ethical with ease.

As part of the rebrand, Ignition also launched a new visual brand identity, bringing to life its core promise to make it easier for customers to do business with clients and spark long-lasting relationships.  

“Over the last two years, we have seen profound and fundamental changes across the professional services industry, from the rapid digitisation of accounting services to changing client expectations. In an increasingly uncertain and competitive environment, accounting, bookkeeping and professional services businesses need to strategically position themselves for the future and manage their client relationships effectively, Bronwyn Karaoglu, vice-president of marketing at Ignition, added.

“Our new brand is a representation of where Ignition is today and how we’ve evolved our core offering to meet the needs of customers now and into the future. We’re excited to introduce Ignition to the world as we continue to expand into new markets and industries, and bring our vision of helping our customers build lasting client relationships with ease to life.”

Tony Zhang

Tony Zhang


Tony Zhang is a journalist at Accountants Daily, which is the leading source of news, strategy and educational content for professionals working in the accounting sector.

Since joining the Momentum Media team in 2020, Tony has written for a range of its publications including Lawyers Weekly, Adviser Innovation, ifa and SMSF Adviser. He has been full-time on Accountants Daily since September 2021.

You can email Tony at This email address is being protected from spambots. You need JavaScript enabled to view it.

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