The person behind the numbers

Accountants have a reputation.
Boring. Expensive.
Hard to get hold of.
Guilty on none of the above.

Hi. I'm Kirsten. I built Start Out Savvy because I got sick of watching trades businesses get let down by accountants who didn't give a damn.

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Kirsten Russell — Founder, Start Out Savvy
Why I do this

Most tradies are scared to call their accountant.
That's not okay.

You built a business with your hands. You get up early, run a crew, manage the cash, chase the invoices. And yet when it comes to the money stuff, most tradies I meet are apologetic. Embarrassed. Worried they'll get judged for not knowing what a provisional tax date is.

That's not a you problem. That's an accountant problem.

Nobody explained it. Nobody set it up properly. Nobody took twenty minutes to walk through what's actually happening in your business without making you feel thick for asking.

Here's what I know after 20 years: it doesn't have to be hard. It doesn't have to be complicated. Someone just has to set it up right and actually give a damn.

That's what I do.

"When you finally get the numbers right, the confidence I see in business owners is life-changing. For them, their team and their families."
The short version

I spent years working in large multi-million dollar accounting firms. They were great at billing. Not much else. Growth meant more clients, not more support. Contact was minimal. Clients were frustrated.

I felt like a square peg in a round hole. So I left.

Built something where clients actually hear back. Where the tax bill is never a surprise. Where the accountant speaks plain English without making you feel like you should've paid more attention in maths class.

Start Out Savvy works exclusively with electricians, plumbers and HVAC businesses. That's it. This is all we do. Which means when you call us, you're not explaining your industry from scratch. We already know it.

Who you're dealing with

We're not a faceless firm.
Here's who picks up the phone.

Behind every Savvy client is a small team who keeps the wheels turning. You won't get passed around. You won't explain your business from scratch every time you call. We know you.

Kirsten Russell
Kirsten Russell
Founder

The one who built this place and won't let it become like everywhere else. 20+ years in NZ accounting, zero tolerance for accountants who disappear at year end. Talks plain English. Always.

Gemma Newby
Gemma Newby
Client Services Manager

The person most likely to reply to your email before you've finished sending it. Gemma keeps everything running behind the scenes so nothing slips through the cracks. Ever.

The credentials

Not that you asked.
But here they are anyway.

  • 20+ years in NZ accounting
  • Registered IRD Tax Agent
  • Xero Gold Certified Partner
  • Member of ATAINZ
  • Works exclusively with electricians, plumbers and HVAC businesses
  • NZ Wide
Sounds like your kind of accountant?

Let's find out if we're the right fit.
15 minutes. Free.

No pitch. No pressure. Tell us about your business and we'll tell you honestly if we can help. If we can't, we'll tell you that too.

Let's Chat

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© 2026 Kirsten Russell | Start Out Savvy | NZ Wide | Website by Start Out Savvy