Caroola Accountancy


Background Summary

Caroola Accountancy is a UK-based specialist provider of fixed-fee, limited company accountancy to contractors and freelancers.

Founded in 1992 by Simon Dolan, SJD was later acquired in September 2014 for a sum of £67m, and now acts under the umbrella of the Optionis Group.

The firm is formerly know as SJD Accountancy after rebranding in April 2023.

Headquartered in Hemel Hempstead, Hertfordshire, it has nine offices across the UK, including in London, the Midlands, Wales, Scotland, and the North East and West of England.

The firm is led by Andy Ross who has been in the post since February 2023. 

Caroola offers a range of services to contractors with private limited companies across the UK, including traditional tax and audit services, as well as insolvency services.

The group also provides its clients with accountancy packages, sole trader packages, company formation advisory services, and IR35 legislation support.

As IPSE Accredited Accountants, its is fully MSC compliant and is “the only national specialist firm of accountants with offices across the UK”. SJD also has “more qualified staff than any other firm in our market with qualifications” from the ATT, AAT, CTA, ACCA, CA, ACA and FCCA.


The most recent financials for the year ended 31 October 2022 show that the company had a turnover of £11.2m, down from £12m the previous year, and a loss of £0.94m compared with a profit of £8.8m the previous year.

Recent Coverage

Caroola was most recently in the news for its aforementioned appointment of Crawford as CEO at the Optionis Group and SJD.

Speaking on his appointment, Crawford said: “Within any professional services business, I believe people are the key to success, so we plan to continue investing heavily in hiring the very best people. 

“We will also focus on driving new technologies to further augment the level of market-leading service and support we provide to our contractors and business partners across the UK.”

He added: “Another part of my role will be to implement strategies that will allow us to deliver on our ambitious growth plans. Progressive thinking, particularly in the ever-changing marketplace, will be key to drive the company even further forward, including strategic acquisitions to strengthen our stable of brands”

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