About Me — Jeffrey Lermer
Founder — Chartered Accountant & Strategic Tax Adviser
"I’ve loved numbers for as long as I can remember. Most children grow up wanting to be footballers or train drivers… I wanted to be an accountant."
I was six years old, mesmerised by my dad’s accountant who, to me, seemed impossibly glamorous with his big Arthur Daly style XJ, silk suit and cigars. I had no idea what he did but I knew my parents hung on every word... he was glamorous, confident and respected. Something about him—the way he understood things most people didn’t—stayed with me.
That early fascination became a lifelong love. At university in Southampton, studying Business Economics and Accountancy, I realised I wasn’t just good with numbers—I genuinely cared about what those numbers meant for people’s lives. I left with a 2:1 (one mark off a first, which still annoys me!) and moved straight into training at Stoy Hayward, where I discovered tax… and fell in love with it instantly.
What hooked me was simple: with tax, you can make a real difference. You can save families huge amounts of money, give business owners peace of mind, and help people protect what they’ve worked so hard for. It’s not about rules—it’s about people.
A career built around helping people
My career took me through several firms—Hays Allan, Bellman Messik, Sobell Rhodes—and I learnt from some brilliant partners along the way. But by my late 30s, even though I was comfortable and doing well, something didn’t feel right. I wanted to help clients more deeply, more personally. I wanted to take the time to understand what they really wanted, not just churn out standard advice because that’s what a big partnership structure allowed.
So, with a push from a few supportive clients, a generous gift from my uncle, and an enormous amount of planning, I set up on my own. It was just me, Andy, and Viki to begin with—three people in a tiny space, working ridiculous hours, laughing a lot, and genuinely caring about every client who walked through the door.
I bought Conroy & Co, the firm grew, we moved to bigger offices, and I built a team I’m incredibly proud of. We won “Small Firm of the Year” in 2013, were finalists twice more, and over the years became known for our warmth, honesty, and the way we treated clients like family.
But the truth is, what I’ve always loved most is the actual work—sitting with someone, hearing their story, and finding the smartest, cleanest, most effective way to structure their tax so they keep more of their hard-earned money.
Why I created Scale Up Financial
Scale Up exists because I wanted to get back to the part of the job that has always given me the most joy:
Listening. Understanding. Seeing the whole picture.
And creating tax strategies that genuinely change people’s lives.
I don’t do quick answers or cookie-cutter solutions. I look at everything. No stones left unturned. I want to understand what you want for your family, your business, your future—and then build a plan that actually gets you there.
After 40 years in this profession, I still get a real buzz when I find a way to save someone a fortune in tax. I love the moment when a client says, “No one’s ever explained it like that before.” I love the feeling of giving someone clarity where they had confusion, relief where they had worry, and opportunity where they thought there was none.
This work has been my life since I was six years old.
And the truth is: I still absolutely love it.
Ready to Move Forward?
If you want your business and personal finances structured properly — with less tax, less stress, and more control — let’s talk.
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