Business Advisors & Expert Accountants in Tring, Herts
Palmers Accounting was founded with a mission: to help growth-focused business owners make brilliant business decisions.
— Adam Gunnell, Palmers Accountancy Founder
Meet the Founders:
Decades of Real-World Business Ownership
Adam Gunnell — Strategic Director & VFD Partner
Adam works with business owners who know they can achieve more but aren’t always sure what’s getting in the way. With decades of hands-on commercial experience, he helps founders cut through the day-to-day noise, make better decisions, and build businesses that work for them—not because they have to be involved in everything, but because the business is set up to succeed.
Rather than focusing on quick fixes, Adam helps owners look at the bigger picture. From improving profitability and making sense of the numbers to strengthening the structure of the business, his advice is practical, straightforward, and focused on creating long-term value.
Whether the goal is sustainable growth, bringing in investment, or preparing for a future sale, Adam helps business owners build stronger, more valuable businesses with confidence.
Clare Gunnell — Operations & Business Development Partner
Clare is passionate about helping business owners understand the numbers behind their business and, more importantly, what those numbers are telling them. Through clear management reporting and her work with the Profit Academy, she gives owners the knowledge and confidence to make informed decisions that improve profitability and support sustainable growth.
Alongside this, Clare works with businesses to strengthen the operational foundations that make growth possible. From improving cash flow and streamlining processes to building practical reporting systems, she helps owners gain greater control, identify opportunities for improvement, and create the capacity to grow.
Her practical, hands-on approach ensures business owners aren’t just receiving financial information—they’re learning how to use it to build stronger, more profitable businesses.
Meet Your Strategic Growth Specialists
At Palmers Accounting, we believe great businesses are built on more than accurate accounts. They grow when business owners understand their numbers, make confident decisions, and have the right people beside them to challenge, support, and guide them along the way.
Our founders, Adam Gunnell (FMAAT) and Clare Gunnell (BAHons), combine decades of commercial and financial experience to help ambitious business owners build stronger, more profitable businesses.
Adam works with clients on strategy, business performance, and long-term growth, while Clare helps owners understand the financial story behind their business through meaningful reporting, practical systems, and the Profit Academy.
Supporting them is a team of experienced FCA Chartered Accountants through the ICAEW. who ensure every client receives the highest standards of technical expertise and compliance. Together, we combine strategic advice with robust financial knowledge, giving our clients both the confidence to make better decisions and the peace of mind that the foundations of their business are in safe hands.
Above all, we’re passionate about being part of your story of growth and success; we want to help you succeed in your ambitions.
Charlene Pullen – Managing Director, Dan Pullen Hire & Haulage
Rooted in Hertfordshire, Built for Nationwide Impact
While our advanced cloud accounting infrastructure allows us to serve as a remote Virtual Finance Director for scaling firms anywhere in the UK, our physical footprint remains a core pillar of our operational identity.
How we serve local business
If you are an ambitious business owner looking for a trusted accountant in Aylesbury, Tring, Berkhamsted, or Hemel Hempstead, our hybrid approach ensures your company receives elite, tailored support with the opportunity for more face to face contact when helpful.
We operate from our converted office space at Palmers Barn on Station Road, Long Marston (Tring, Hertfordshire, HP23 4QS), and have primarily served clients from fast-growing brick-and-mortar businesses right down the road in Berkhamsted and Aylesbury, to established commercial enterprises across Hemel Hempstead, St Albans, and the wider Hertfordshire region.
How we serve national business
That said, we have clients nationwide and are not opposed to in-person assistance when needed.
Wherever you are located, our aim is to work with you in your business and help you thrive.
We provide financial insights for your business
In 2014, Adam made it his mission to become the missing piece of the puzzle. After retraining as an accountant, he founded Palmers Accounting to help businesses across the UK to grow with clarity and confidence. Since then, we’ve grown to encompass a brilliant team of accounting professionals who are passionate about helping businesses reach their goals.Transform data into growth
We transform data into business growth
Our fresh, growth-focused approach continues to this day. We empower business owners like you to transform financial data into meaningful intelligence that drives your long-term goals. Put simply: we don’t just crunch the numbers – we use them to help your business build, scale and soar.
Talk to the Palmers Accounting team
If you’ve got vision, we want to hear from you. Get in touch to discover how Palmers Accounting can help you achieve your life and business goals.
Accounting with ambition
Palmers is an accounting firm dedicated to helping people with vision. Entrepreneurs who want to grow their business to support the life they want to lead. To understand what matters, where to focus, and how to carve their competitive advantage. People who want to stop feeling intimidated by their numbers, and start feeling empowered.
Dig a little deeper
Your numbers aren't just numbers. They're a reflection of your business; it's challenges, successes and day-to-day graft. We take time to understand the story being the digits, so the support we offer is not just backed by data, but practicable for your business. Because your numbers need to work in reality, not just on paper.
Proactive communication
Business moves fast – and so do we. We work promptly to ensure you're ahead of the game, and if there's anything to worry about, you'll hear it straight from us. We don't hide behind acronyms or screens; we drop the jargon and tell it as it is. And when you call, we pick up the phone. It's just how we do things, and always will be.
Packages that grow with you
We've been running and scaling businesses for almost two decades. So we know that as you grow, so do your needs. Which is why all our services have been cleverly designed to meet you where you're at. Our bespoke packages are completely flexible to your business needs, and easy to adapt as you grow. After all, we're in this for the long-haul.
How can we help your business
Explore our growth-focused accounting packages.
Accounting Essentials
Management Accounting
Virtual Financial Director (VFD) Service
Are you ready to build?
Get in touch with our friendly team to find out how we can help you achieve and exceed your business goals.
