Prime Accountants welcomes two new directors

Award-winning West Midlands accountancy firm Prime Accountants Group has strengthened its senior leadership team with the appointment of Viv Shadbolt and Luke Edwards as directors.

Together, they bring 50 years of experience in audit, accounts, and financial advisory. Viv Shadbolt, with over three decades of experience, has a strong background in supporting companies, charities, and owner-managed businesses. Luke Edwards, specialising in strategic financial guidance, steps into the director role after two decades in audit and accounts.

Viv said: “I’m delighted to be returning to an independent practice with all the benefits it brings, both for me and the clients I look after.

“I started out in an independent firm, which was where I first met Morgan, and it feels like I am returning to my roots.

“It was the right time for me to move on from my last practice, which coincided with Morgan and his team looking for additional support. It’s a happy coincidence and I was in the right place at the right time!

“Prime is a really friendly firm with a family feel. Everyone is working for a common goal and aiming to simplify the complex for clients. It’s all about the client experience and doing the right thing for them.”

Luke added: “After a couple of meetings with Morgan and Kevin Johns, I could tell Prime was exactly the sort of place I wanted to be. When the opportunity came along, I couldn’t turn it down.

“What really appealed to me was the way the firm looks after its staff – both in terms of the events they put on and the training they provide. Culture is a big thing for me, having a workplace which is a good place to be.

“It’s great to be part of a firm which values its people and is growing. I’m excited to be part of Prime’s growth – there’s big gaps in the market for the likes of us to move into.”

These appointments reinforce Prime’s commitment to delivering expert advice from its offices in Solihull, Birmingham and Coventry.

Prime’s managing director, Morgan Davies, added: “We’re delighted to be appointing two directors of the calibre of Viv and Luke to our growing team.

“Their combined experience and knowledge in audit and accounts will be of significant benefit to our team and our clients.”

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