For accountants & bookkeepers

How to actually build the accounting practice you want.

Webinar series, paid templates and honest pricing from Stuart Hurst — founder of Cloud 10 Accounting and Xero Most Valued Professional. Built around the £0 → £1m journey. No theory.
Free. Roughly one email a week. Unsubscribe whenever.
What this is

This isn't another accounting blog.

I built Cloud 10 Accounting from £0 to £1m in 24 months. Two offices, a team of specialists, and clients across the UK who pay properly for what they get.

Other accountants kept asking me how. So I'm putting the playbook online — the same one I used to build the firm. Pricing, scorecards, the org chart that finally worked, the hires that didn't.

Honest numbers, real mistakes, and the parts the LinkedIn influencers don't cover. If you run a practice — or you're trying to build one — this is for you.

The flagship talk · Recorded & extended

£0 to £1M in just two years.

My FULL Profit and Loss — every line, every hire, you’ll see the gross profit, net profit and complete transparency on every number. The extended cut of the Xerocon 2026 talk that lit up the room. Not a highlight reel. The whole 60 minutes, all the real numbers.

  • Full month-by-month P&L walkthrough — turnover, GP, staff, software, team margin, PBT
  • The Warrington vs Brighton split — why we ran them separately (and what it cost)
  • The two hires that hurt and what I did about it
  • Every pricing menu change and what triggered it
  • The 5-month flatline decision — deliberate, and what it unlocked
  • The one-off work — and how important this is to the bottom line
£29 One-time. Instant download. Rewatch forever.
Get instant access →
Xerocon 2026 speaker · Xero MVP 2025. The stage talk was 20 minutes. This is the full hour, all the numbers I didn’t have time to show.
£1M
Turnover in 24 months
60 min
Extended cut, all the real numbers
100%
Real P&L — nothing anonymised
£29
One-time. Rewatch forever.
The shop

Tools I use, built for peers.

Same numbers, templates and processes I use to run Cloud 10. Buy individually or grab the full kit. Instant download, UK VAT handled, secure checkout via Lemon Squeezy.

Entry product

The Weekly Scorecard Pack

The three scorecards I run every week at Cloud 10
What's in it:
  • Sales, Finance and Operations scorecards
  • Master rulebook — edit any scoring rule
  • Auto RAG colour coding (green / amber / red)
  • Monthly mgmt accounts metric with score carry-forward
  • Summary tab with weekly trend chart
  • 24 months of tracking, plus a Loom walkthrough
£19
Buy now →
Coming Q4
Waitlist

The Templates Pack

The full template kit, bundled
What's in it:
  • Pricing & proposal template
  • All four scorecards (incl. above)
  • KPI dashboard for client reviews
  • 10-minute Loom walkthrough
£30
Join waitlist
Latest release

The Pricing Menu

25 pages — Cloud 10's actual pricing engine
What's in it:
  • Every service, every driver, every multiplier
  • Four worked client examples (£300/mo → £11k/mo)
  • My commentary on each section
  • Honest mistakes & lessons learned
£79
Buy now →
Coming Q4 2026

The course is on the way too.

A deeper version of the playbook with video lessons, drip content and a community for accountants & bookkeepers building practices like Cloud 10. Join the early list above to be told first.

Live sessions · Every 3 weeks

The webinar series.
One playbook a month.

A live 45-minute session every 3 weeks on how I actually run Cloud 10 — then 15 mins of Q&A. No theory, no fluff, no PDF-slideshow-that-could've-been-an-email. Bring your laptop and your questions.

01
Wed 19 Aug 2026 · 12:30pm

How to sell to grow your practice

The playbook that grew Cloud 10 to £1m. The #1 question I get from practice owners — answered honestly. Qualification, discovery calls, proposals that convert, and the HubSpot pipeline that runs itself.

Register — Free →
02
Wed 16 Sep 2026 · 12:30pm

Pricing your services

Every service, every driver, every multiplier. How Cloud 10 prices from bookkeeping to Outsourced FD — and why most peers underprice by 40%.

Notify me →
Paid deep dive
03
Wed 7 Oct 2026 · 12:30pm

AI for accountants (that actually works)

Not another AI hype talk. The tools I use every week to save real time at Cloud 10 — drafting emails, proposals, mgmt account commentary, client research. Live demos, prompts you can steal.

£29 90 minutes with live demos and downloadable prompt library.
Book — £29 →
04
Wed 28 Oct 2026 · 12:30pm

Scorecards & board meetings

The three weekly scorecards I run for Sales, Finance and Ops — plus the monthly board pack that binds them together. What to measure, what to ignore, how the team stays accountable.

Notify me →
05
Wed 18 Nov 2026 · 12:30pm

The first 6 months

What I'd do if I was starting Cloud 10 again from scratch tomorrow. First 10 clients, first hire, first pricing menu, first fee review conversation.

Notify me →
06
Wed 9 Dec 2026 · 12:30pm

Getting off the day-to-day

How I stopped touching Xero, Tax Calc, payments and bookkeeping — and what I actually do all day instead. The delegation playbook that scales.

Notify me →

Wave 2 kicks off Jan 2027: Cashflow live, Advisory & management accounts, Payroll, Hiring & firing, Scaling, Unlearning accountancy, Softwares (Xero/Dext), Nicking red-flag clients — every 3 weeks straight through 2027. Get on the list above to hear about them first.

Also — training your team

Hey Monika. The other thing I built.

Everything your trainees didn’t learn in their exams. An AI-powered training platform for accounting & bookkeeping firms — realistic client scenarios, voice-mode client calls, and an always-on AI mentor. Without the risk of them practising on your actual clients.

Winner of the PQ Magazine Graduate/Apprentice Training Programme of the Year 2026 and ICB LUCA AI Innovation in Bookkeeping 2025. Used by Cottons, OutsourceCloud, Aster & Trujillo and more.

  • Real client scenarios — month-end, VAT returns, year-end catch-ups, onboarding
  • Voice mode — trainees actually speak to AI clients (forgetful, chatty, occasionally frustrating)
  • Monika — the AI mentor answers technical questions when senior time is scarce
  • Work Experience Record they can attach to their CV
  • Solo £50/mo · Team £100/mo (up to 5 users) · Enterprise custom
Stuarthurst.co.uk reader offer
STU10

10% off for 3 months. Add at checkout. Solo or Team plans.

Visit Hey Monika → Start free trial

I’m a co-founder. So yes, I’m biased. But it’s genuinely how I train Cloud 10’s juniors.

Work with me 1:1

Need a deeper look at your practice?

The Practice Audit — a focused 60-minute call with me on whatever's burning in your practice right now. Pricing, sales, scaling, hiring, the app stack, your LinkedIn — bring the actual problem and you'll leave with three things to do this week.
60-min Zoom call — focused, no fluff. Whatever's burning, we cover it.
Pre-call brief form — you fill it in so I walk in already primed.
Written summary after — 1-page action list with 3-5 priorities, tools and links.
Honest opinions — what's working, what isn't, and what I'd do in your shoes.
Anything operational — pricing, sales, hiring, scaling, apps, socials, tech.
Application-based — limited slots, I want to make sure it's a fit before booking.
Who this is for: accountants and bookkeepers running their own practice (typically £100k+ revenue) who want a senior peer to pressure-test their plans. Not for: bookkeeping training, software demos, or job-seekers.
The Practice Audit
£497
60-min call + pre-call form
+ written summary
Apply by email →
2-4 slots per month
Just watched a webinar? Welcome.

You made it here.
Don't let it end there.

You just saw a slice. The full playbook — pricing, scorecards, hiring, org structure, the lot — drops across the whole webinar series. Drop your email and you'll get the invites plus the bonus templates I mentioned.

Get on the mailing list — one email a week, unsubscribe anytime.
Who I am

Builder. Operator. Occasional swearer.

Stuart Hurst

I'm Stuart Hurst, the founder of Cloud 10 Accounting — an outsourced finance and accountancy practice for ambitious UK businesses. We're based in Warrington and Brighton, run a team of specialists, and look after clients from £180k freelancers to £8m multi-entity scalers.

I grew the firm from £0 to over £1m in 24 months. I'm a Xero Most Valued Professional, sit on a few app advisory boards, and write the kind of LinkedIn posts other accountants screenshot. This site is where I share the playbook — for peers, not for influencers.

Xero MVP Founder, Cloud 10 Accounting Warrington + Brighton Speaker · Xerocon 2026