Our Story
Where expertise aligns
WLR is a group built on a simple idea: businesses run better when the people advising them actually talk to each other. Professional services are there to serve Businesses, not the other way around. Legal, accounting, finance and insurance are specialisms that sit under one roof, delivered by specialist teams who operate with pace, clarity and the expectation that advice should be something you can act on immediately, not decode.
This is not a firm of solicitors who employ a few accountants, or accountants that have a finance broker in their office, this is high quality professionals, staying in their lane to ensure they play to the very best of their strengths, fully aligned with fellow professionals, working together, working for you.
We are a national provider, but we operate with the mindset of people who have run businesses themselves: practical, direct and focused on outcomes, not ceremony.
Vision & Mission
Direction, not decoration
Our vision is to bring the core professional services every business relies on together in a way that removes friction, delay and uncertainty. Big-ticket projects, everyday essentials, and the complex situations in between, handled by teams who coordinate rather than compete.
Internally, we think of it like this:
- Customer success and big ticket wins are the fireworks.
- Transactional discipline is gravity.
- Values are the physics that let both exist without blowing the place up.
Our mission is to deliver expert legal, financial and accounting support with the standards of a large firm and the responsiveness of a good neighbour, working across disciplines, sharing responsibility and advancing relentlessly.
Our clients are businesses, and what are businesses? Owners, Directors and employee’s, we are here to serve the needs of every single member of your business.
Our Values
Standards we live by
At WLR, our values show up in how we advise, how we communicate, and how we take responsibility. They guide decisions, shape behaviour, and set the standard for how we work with clients and each other, every day, without exception.
Customer Obssessed
We don’t talk about giving good customer service, we are obsessed with our customers, their needs. Responsiveness, clarity and genuine ownership of the situation. No passing the buck or letting queries drift, your success is everything.
Integrity First
We give the advice we’d want to receive ourselves, grounded in experience, delivered plainly, with the client’s long-term interest front and centre. We do what we say we are going to do, when we said we would, first time every time.
Respect Demonstrated
How we communicate, internally or externally, reflects who we are. Straight talk, no condescension, no theatrics.
Collective Responsibility
If a matter touches multiple disciplines, we’re all accountable for getting it right. We don’t do ‘the other sides drafting is poor’ or ‘someone else hasn’t done their part’, we own it and take responsibility, together throughout the business.
Relentless Advancement
We improve our services, systems, processes and delivery constantly, even though we were great yesterday, how can we be better today. Every day.
Not a trophy cabinet, just the essentials
These are the moments that matter. The key milestones that shaped WLR, showing how specialist expertise, shared standards and coordinated delivery came together to form the group as it stands today.
Our Team
A leadership structure built for breadth, pace and clarity
Leadership with lived experience. Every member of our leadership team drives delivery, innovation and alignment across the group. They combine strategic oversight with operational experience, ensuring that legal, accounting, and finance teams collaborate effectively, decisions are made fast, and our clients always have direct access to senior expertise.
Martin Collins
Chief Executive Officer
During my career, I’ve had successes in both the PLC world and the SME sector as an owner-manager.
I’ve enjoyed the cut and thrust of challenges on the front line and have sat in negotiations around boardroom tables in the City, but my passion lies firmly with the SME sector.
I enjoy supporting and growing my own businesses, helping clients succeed, even when they don’t yet realise how successful they are.
I understand the importance of structured, organised businesses, while ensuring the drive and passion of the owner isn’t held back.
Experience allows me to help teams play to their strengths and support the rest, because the quality of advisors and support always makes the difference.
Emma Robison
Chief Operating Officer
As a Graduate in Economics, I worked in London’s financial industry for several years, developing a strong understanding of commercial finance.
This experience, alongside qualifications in HR and Business Turnaround, has equipped me to support my clients effectively.
I focus on providing commercial finance divisions nationally, regardless of company size or status.
Over the years, I have built strong relationships with well-known funders and many that are less familiar, creating a network of lenders who understand our strengths.
My experience allows me to assist with straightforward funding requirements or provide guidance and divisions for the unusual, the complex, and every challenge in between.
Jo Hancock
Chief of Staff
During my career, I have worked across multiple industries in both the SME sector and Corporate PLCs, focusing on organisational efficiency, strategic planning, and project and change management.
As a Hospitality Management graduate, I began in the hotel industry and discovered a passion for strategy, problem-solving, and delivering excellent customer service.
Over the next ten years, I developed these skills as Operations Manager and Director across hospitality, commercial vehicles, and pharmaceutical services.
I then moved into Project and Change Management, leading projects including office builds, business relocations, global finance system implementations, and CRM rollouts.
My heart lies with SMEs, where I now oversee operations, strategy, and team performance to deliver outstanding client service.
Claire Dibb
Chief Financial Officer
I have extensive experience providing CFO services to professional practices, working closely with law firms both alongside mainstream banks and in a consultancy capacity.
My background spans SMEs, start-ups, and corporate businesses, where I specialise in strategic financial management, process improvement, productivity and efficiency projects, and business turnarounds.
I am skilled in cashflow forecasting and management, management information and dashboards, business planning, financial analysis, and customer negotiations.
I also lead cross-functional projects and serve as a part-time or interim FD.
My financial and regulatory knowledge allows me to support both the firm and clients effectively, delivering insights, clarity, and actionable divisions that drive business performance and growth.
Tracy Eaton
R&D Director
I started my commercial and financial career in 2002 at CVS, working with Martin on the management team and helping grow the business through to its sale to a FTSE 250 bank.
As General Manager of Finance and Operations, I oversaw the development of systems and processes, including implementing in-house IT systems to support efficient and profitable growth.
After the sale, I remained for several years, gaining senior-level experience within a banking PLC, including leading SAP Finance system implementations.
Since then, I have developed operational finance divisions for SMEs, balancing corporate controls, governance, and processes with flexibility, helping clients understand their business and celebrating their successes with them.
Mike Ball
Chief Commercial Officer
Until 2020, I was a Senior Partner in an international audit and advisory firm, and for the past 25 years, I have enjoyed advising clients ranging from start-ups to multi-billion-pound businesses.
I am an accountant by training, not intuition, and relish the challenges of working with business owners.
Overseeing more than 1,500 businesses, I have seen nearly every scenario.
Unlike many in the profession, I have owned and grown companies, advised on M&A, developed trading structures, and implemented national and international tax strategies.
I work alongside talented entrepreneurs and a skilled team, delivering services that I truly believe are second to none.
Geri Conniffe
Head of Finance & Insurance
I began my career as the youngest broker in a national firm, where I quickly learned that creativity and persistence can unlock funding others consider impossible.
In 2005, I founded my own whole of market brokerage to provide smarter, faster, and more flexible funding divisions for business owners and property investors.
Over the past 20 years, I have built a strong track record structuring complex deals and securing finance where conventional approaches fall short.
My background in commercial insurance gives me a broader perspective on how businesses balance growth with protection.
I focus on delivering tailored, sustainable divisions that help clients access capital, manage risk, and build long term financial resilience
Alex Reynolds
Head of Accountancy & Tax
My career began training at a global accountancy practice, where I qualified as a chartered accountant and built a strong technical foundation across audit and advisory work.
I later managed a diverse client portfolio before being headhunted during an economic downturn into a Finance Director role within the construction sector.
Operating at board level through a recession gave me first-hand experience of cash flow pressure, funding constraints, and strategic decision-making under stress.
Today, I draw on both technical expertise and real-world commercial experience to advise SME and owner-managed businesses.
My work focuses on tax advisory, management buy-outs, group restructures, and tax-efficient planning, helping business owners make informed decisions with confidence.
Paul Dodds
Head of Law
I qualified as a Solicitor in 2005 and have extensive experience in both law and business.
I was formerly Head of Litigation and Dispute Resolution, and my practice has grown into a wide-ranging commercial practice, including a specialism in Sports Law.
I have acted for many well-known sportspeople alongside my commercial work.
I do more than the traditional lawyer role, serving as a trusted advisor to HNW individuals and SME owners.
I often provide hands-on support to businesses in difficulty, using my legal and management skills.
Outside client work, I focus on ensuring the practice maintains excellent service and compliance standards.
Culture & Careers
Ambition without ego
We hire people who want to contribute, internally and externally we all win together. The culture is pacey but supportive; ambitious but grounded. There are no partner hierarchies, no closed doors, and no performance hidden behind fancy titles. Delivery matters. Integrity matters. Teamwork matters.
People join WLR because they want to grow, stay close to clients, and be part of a group where their work has real impact, not disappear into a departmental silo. Training, mentoring, shared learning and practical leadership development run through every part of the organisation.
Governed For Growth
Governed for growth
Compliance isn’t a box-tick exercise at WLR, it’s the foundation that lets the group operate with pace and confidence. We maintain rigorous regulatory standards across legal, accountancy, and insurance activities, supported by robust risk management, audit processes, and financial controls. Anti-money laundering (AML) and know-your-customer (KYC) measures, data protection and information security frameworks, and professional conduct and performance standards ensure every part of our business meets the highest expectations. This structured approach allows our teams to focus on what matters most: delivering clear, coordinated, and reliable advice to our clients.
Our Brands
Delivering real results
White Label Resources brings together a portfolio of trusted brands, organised into three core pillars: Legal divisions, Accounting divisions, and Finance & Insurance Divisions, each engineered to deliver exceptional professional services with clarity, speed, and reliability. Every brand operates with its own specialist expertise while benefiting from shared standards, systems, and collaboration across the pillars. The result? Seamless, coordinated services that ensure clients get the right advice, at the right time, every time.
Why It Matters
Making a difference
WLR isn’t a collection of firms sharing a logo. It’s a coordinated professional-services group built for the real world: joined-up thinking, senior attention, rapid movement and advice that holds under pressure.
The scale gives clients access to serious firepower. The culture ensures they never feel like a file number.
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