Tell us about yourself and what it is that you do
I’m Jeri Williams, the founder of Smooth Accounting in the UK and Smooth Dubai in the UAE. I’m a chartered accountant, serial entrepreneur, and mum of two boys. After successfully building a UK-based accountancy practice from my garage and growing it into a thriving multi-six figure firm, I relocated to Dubai in 2022 to expand internationally. I now split my time between running both businesses and mentoring other accountants through my Digital Accountants Club.
Tell us about your firm, Smooth Dubai
Smooth Dubai is the UAE arm of my business, created specifically to help UK business owners relocate, set up, and thrive in Dubai. We offer a boutique, hands-on approach that combines company formation, accounting, and tax advice with deep local knowledge and a UK-style level of service and efficiency. Unlike many formation providers, we don’t just set up your company and disappear—we stick around to help you stay compliant, tax-efficient, and successful.
What services do you offer?
Smooth Dubai offers:
- UAE company formation and licensing
- Accounting and tax services tailored for UAE businesses
- Tax residency planning and advice
- Business relocation support from the UK to the UAE
- Strategic structuring for international entrepreneurs
- Ongoing support to help businesses remain compliant and profitable after the move
Why did you choose to relocate to Dubai and set-up your business in Dubai?
I relocated to Dubai because I saw first-hand how attractive the business environment is—no personal income tax, a growing expat community, and a strong economy that welcomes entrepreneurs. Dubai is a fast-paced, forward-thinking hub with global ambition. It’s the ideal place to scale a business, particularly if you’re looking to operate internationally. The lifestyle, safety, and opportunities for families were also huge motivators for me personally.
What is the biggest challenge UK business owners face when relocating to the UAE?
The biggest challenge is often understanding the vast differences between how things work in the UK versus the UAE. From legal structures to banking, visa processes to accounting regulations—nothing is quite the same. Many are caught off-guard by how relationship-driven the UAE market is and how important it is to work with trusted local partners to get things done properly.
What do you wish you had known before relocating to the UAE?
I wish I’d known how long certain admin processes could take and how essential it is to be patient and persistent. Things do get done, but not always at the pace UK business owners are used to. My top advice? Get expert help early and don’t try to DIY your relocation. It will save you time, money, and stress in the long run.
What should every business owner consider when setting up a business in the UAE?
You need to think about:
- The right license and legal structure for your goals
- Whether you want to be mainland or in a free zone
- Visa eligibility and residence requirements
- Your long-term tax and wealth strategy
- Compliance obligations, including accounting and audits
- How to maintain substance and a clear UAE presence for tax residency
How does Smooth Dubai help UK business owners relocate to the UAE?
We act as a one-stop solution. We start by helping clients understand how to break UK tax residency, the most efficient way to structure their UAE entity, guide them through formation and visas, and support them with accounting, tax, and ongoing compliance. We also act as strategic partners—advising on personal tax, relocation planning, and what it takes to truly succeed in the UAE beyond the setup phase.
How can business owners ensure their relocation to the UAE is a success?
Relocation success comes down to preparation and mindset. Have a clear plan, realistic expectations, and expert support. Be willing to immerse yourself in the culture, network actively, and invest in the right relationships. Above all, treat your relocation as a long-term business move, not just a lifestyle shift.
You have also founded the Digital Accountants Club, tell us more about this.
Yes! The Digital Accountants Club is a membership community designed to help forward-thinking accountants embrace AI, digital tools, and automation to grow and streamline their practices. It’s where I share real strategies, resources, and support—especially for those wanting to build a business like mine that runs lean, tech-savvy, and global. We focus on community, transformation, and staying ahead of the curve in a rapidly changing industry.
How are you supporting the entrepreneurial ecosystem in the UAE?
I’m passionate about creating a genuine support network for ambitious business owners here in the UAE. Through Smooth Dubai, I help UK entrepreneurs set up and scale confidently. Through my networking events—like the CEO event I hosted at Atlantis The Royal—I’m building spaces for high-level entrepreneurs to connect, collaborate, and grow. I also mentor other accountants through my membership group.
What are your goals over the next 3-5 years?
Over the next few years, I plan to scale Smooth Accounting (UK) and Smooth Dubai into a premium boutique firm that’s the go-to for UK entrepreneurs relocating to the UAE. I also intend to grow the Digital Accountants Club into a global movement of digitally empowered accountants. Long-term, I’m working toward to expanding the work/life balance I currently enjoy whilst building a super competent team.
Where can readers find out more about you and Smooth Dubai?
You can connect with me on LinkedIn or visit smoothdubai.ae and smoothaccounting.co.uk. If you’re interested in relocating to Dubai, visit the Dubai section of the site or reach out via our contact page for a brochure or a strategy call.
