WTS UK launches under former EY tax head

European tax provider WTS has appointed Jeff Soar to lead its new UK-based tax advisory firm, WTS UK, having previously served as managing partner for tax and law in the UK and Ireland at EY.

The new firm aims to provide tax and financial advisory services to listed and large private organisations. It operates as a partner-led entity and is part of the WTS international network.

WTS UK currently employs a double-digit number of partners and intends to expand to 100 partners within five years. The firm is targeting businesses seeking advice free from audit-related conflicts.

The launch follows a 2025 agreement between WTS and EQT to expand the provider’s presence across Europe. WTS reports annual revenues of more than €250m (£216m) and operates in 100 countries.

The firm stated it has embedded AI into its core model to assist with service delivery. It aims to compete with larger advisory firms by reducing internal bureaucracy and focusing on senior-led consultancy.

Soar said: “The business world is moving faster than ever, and it’s crucial that advisers keep pace. Having spent over 20 years in the industry, I’ve seen what works and where change is really needed.

“Business leaders want clear, actionable advice that gets straight to the point and delivers better value. The industry’s best talent is frustrated by layers of bureaucracy and red tape. We are all ready for a change.”

Fritz Esterer, chairman of WTS, added: “The UK is a critical market for our international growth strategy. Jeff and the standout team he is building there represent a bold and differentiated presence in the UK market, where we feel we can make a real impact for clients seeking something new.

“Following our expansion in Poland in January this year, launching WTS UK represents another important step forward for WTS.”