All in Place has strengthened its leadership team with two seasoned hires as it pushes to grow its cloud-based platform for accountants. The appointments bring commercial experience, client-facing know-how and a clear focus on scaling the business. They arrive as the company continues to roll out training and adoption tools to help firms work more closely with clients.
Will Farnell joins as fractional chief commercial officer, taking on strategy, product road maps and how the company shows up in the market. His brief is to sharpen All in Place’s go-to-market playbook and steer product priorities toward what accounting practices actually need. Farnell’s background is rooted in building a modern accountancy firm from the ground up.
He founded Norwich-based Farnell Clarke in 2007, positioning it as a digital-first accountancy practice that leaned into technology and new service models. In March 2025, he partnered with TC Group to form TC Farnell Clarke, where he is a partner. That track record gives him real credibility when advising a fintech platform that sells into accountancy practices.
Alongside Farnell, All in Place has brought in Richard Brewin as client director to focus on client acquisition and onboarding during the company’s scale-up. His remit will be to ensure new customers are onboarded efficiently and that the platform’s adoption roadmap actually sticks in practice. That kind of hands-on advisory role is often the difference between a pilot and full practice-wide rollout.
Brewin brings deep experience to the role, having spent more than four decades in accountancy and advisory work. Brewin, an accountant for more than 42 years, founded ProgressBB in 2009, offering mentoring and coaching to leaders and teams in accountancy practices. His emphasis on mentoring and practical change management aligns with All in Place’s focus on training modules and adoption strategies.
On joining All in Place, Brewin said: “Having worked with many dynamic accounting firms over the last few years, since leaving practice, I am delighted to join the team at All in Place and help them scale their proposition.” That exact sentiment underlines his intent to be hands-on as firms take the platform from trial to daily use. It also signals the company’s preference for hires who know the pain points of small and mid-sized practices.
All in Place launched in 2021 as a platform aiming to connect business and personal financial plans so accountants can work more closely with their clients. The product is designed to sit alongside traditional compliance work and encourage ongoing client conversations about planning and outcomes. Since launch the firm has been methodical, deploying its service in stages and building the training that makes the platform usable at scale.
The company has been developing strategic adoption road maps and tailored training modules to help practices integrate the platform into their workflows. Those materials are meant to reduce friction for firms and to provide a repeatable path to value for advisors and clients alike. Focusing on both product and people is central to the company’s current push.
All in Place’s leadership changes are a clear signal that the firm is moving from product development into a more aggressive commercial phase. The hires blend entrepreneurial practice experience with deep advisory know-how, which should help translate product capability into practical outcomes for accounting teams. Investors and customers alike will be watching whether that mix accelerates adoption across the target market.
Founders and boards often reach this stage and realize the business needs new muscle in go-to-market execution and customer success. Bringing in people who have built firms, merged with larger groups and coached leaders helps bridge the gap between a promising tool and a repeatable, scalable business. For All in Place, the appointments suggest the company is preparing for a broader roll-out and the operational demands that come with growth.
