Naylor Accountancy Services makes sixth acquisition with Leeds-based Profit Genie Group

Naylor Accountancy Services, a partner firm within the ETL Global UK group, has expanded into the North of England with the acquisition of Leeds-based Profit Genie Group, which specialises in supporting e-commerce and fitness businesses using Profit First.

The deal is the Tunbridge Wells-headquartered firm’s sixth acquisition since 2021 and its second this year, following the purchase of Bourne End firm Another Answer in April. Further deals are expected to complete in the first quarter of 2027 as Naylor Accountancy Services builds a national footprint beyond its existing offices across the South of England.

Founded by Chartered Accountant Duncan Lloyd, Profit Genie Group helps owner-managed businesses take control of their cash flow and profitability and has built specialist expertise in e-commerce and the fitness sector, including gym owners, alongside work with private sector education businesses. While headquartered on Kirkstall Road in Leeds, the firm serves a national client base, and Naylor Accountancy Services plans to use the acquisition as the foundation for a growing presence in the region.

Nikolai Naylor, Managing Director of Naylor Accountancy Services, said: “I’ve known Duncan for several years and from our first conversations it was clear we share the same view of what an accountant should do for its clients. Profit Genie Group brings specialist sector expertise and a national client base, and Leeds gives us a strong platform in the North that we intend to build on. We have more deals lined up for the start of next year and are continuing to talk to firm owners who are thinking about their next step.”

Duncan will remain with the business in a consulting capacity to support the transition and Samantha McDonald has stepped up to take over from Duncan as client manager. The business will rebrand as Naylor Accountancy Services within the next three months.

Profit Genie Group combines accounting and compliance with financial coaching. Its work is built on Profit First, a cash management method that builds profit and tax into a business’s finances from the outset, so owners always know what they can afford.

The acquisition is a strong strategic fit for Naylor Accountancy Services, which already uses Profit First as one of the tools within the Money Model of its NAS Signature System, the framework through which it supports clients to manage tax, pensions, salaries and owner income more effectively while improving profitability.

Duncan Lloyd, founder of Profit Genie Group, added: “Finding the right home for our team and our clients mattered more to me than anything else, and Naylor Accountancy Services shares our belief that accountants should help business owners decide what happens next rather than simply report on what has already happened. Our clients will benefit from a wider range of services and our people will have more room to grow, which Samantha is already showing as she takes on a bigger role in the business. I’m looking forward to supporting that over the next two years.”

Sara Brassington, Managing Director of ETL Global UK, said: “Naylor Accountancy Services shows what our partner firms can achieve when they combine ambitious leadership with the investment and infrastructure the group provides, with six acquisitions completed since 2021 and more to come. Profit Genie Group brings specialist expertise and a strong presence in Yorkshire, and we look forward to supporting the next stage of Naylor’s growth.”