As ETL GLOBAL marks 10 years of empowering SMEs, the spotlight turns to the people who helped make that growth possible. In this interview, Sara and Peter Brassington reflect on their early influences, the values that guide their work and how they’ve helped develop the UK chapter of the network through collaboration, consistency, and trust.
From Early Steps to Shared Beginnings
Some careers unfold on parallel tracks. In the case of Sara and Peter Brassington, they’ve walked those tracks side by side, professionally and personally.
Sara was born in Tehran, where she lived until 1980, when the Iranian Revolution began to unfold. As the situation in the country grew increasingly uncertain, her family made the decision to move to the UK and settle in Manchester, where her mother was from. Soon after, they made their home in Marple Bridge, a small town on the outskirt of the city. She was five at the time, and although everything around her was new, the village soon became a place of comfort and familiarity.
When reflecting on what first drew her to the profession, Sara immediately mentions her father, who worked as a Chartered Accountant. Even as a child, she remembers him joking, “Whatever you choose to do in life… do not become an accountant!” She laughs as she recalls it. “I suppose that was his way of using reverse psychology.”
Peter’s story, while geographically close, followed a different rhythm. He also spent most of his life in and around Manchester, with a couple of years in the Lake District in his twenties. Finance ran in his family too, but it was his uncle who influenced him the most. “He taught me that it’s not just about crunching numbers. It’s the people who make the role enjoyable, and the career itself is one where you are continually developing and expanding your knowledge and expertise.”
When starting their professional journey, Sara followed the academic path, earning a degree in accountancy before beginning her training. Peter, by contrast, took a more vocational route. He began his career at 16 with an apprenticeship in an accountancy firm, gaining hands-on experience while working toward the credentials required to become a Chartered Accountant. That early combination of work and study allowed him to develop a solid foundation and learn directly from experienced colleagues. “I’ve been fortunate to have mentors within the profession who have always given me opportunities to continue my development,” he admits.
While both were working through the long and demanding process of qualifying in their field, their paths crossed. “He was further along in his studies than I was,” Sara recalls. “His support and motivation were very important in helping me pursue my exams and continue my career. We were there for each other, providing mutual support and encouragement every step of the way.”
Building the UK Chapter of ETL GLOBAL
By the time they came into contact with ETL GLOBAL, Sara and Peter had already been working in the profession for several years and built strong ties with firms in Germany. “Discovering ETL’s model and its success was truly enlightening for us,” they recall. What began as an idea quickly became a real opportunity. “Building a group composed of numerous talented professionals and entrepreneurs, all united by common goals and aspirations, was something we had always hoped to achieve. However, the reality has surpassed our initial expectations and is better than we could have ever imagined.”
Today, their role involves representing and supporting the UK firms within the network and making sure those firms feel seen and supported. “This diversity brings together a broad range of perspectives, drives fresh thinking, and allows us to approach challenges from different angles. All this means we are still as excited about growing the Group in the UK as we were on day one,” they say.
But growth brings complexity. “Each firm rightfully has its own culture, priorities and ways of working, and we don’t want to change that. So, bringing them together under a shared vision whilst respecting that individuality takes careful leadership. These challenges can be overcome by building strong, trust-based relationships, both within the UK and the wider ETL GLOBAL network. Clear communication, transparency and a commitment to shared goals is therefore key.”
“Building a group composed of numerous talented professionals and entrepreneurs, all united by common goals and aspirations, was something we had always hoped to achieve.”
Outside the Office
Despite the demands of their roles, Sara and Peter make it a priority to maintain a sense of balance in their personal lives. Sara finds calm in the garden and has always had a soft spot for animals, while Peter’s passion for football has remained a steady presence over the years.
Their home life revolves around family, with much of their energy devoted to nurturing their two boys’ interests. “Encouraging our kids in whatever excites them brings us a lot of joy,” Peter says; then adds with a smile, “especially when that interest happens to be attending Manchester City matches!”
Travel is another shared interest, made all the more enjoyable when work takes them to new places. “When I’m traveling for work, I relish the opportunity to see different places,” says Sara. “If I have some free time during my trips, I enjoy exploring the local area and taking in the sights.” Peter highlights how these moments often lead to reconnecting with colleagues and friends from across the ETL GLOBAL network. For both, travel is not just part of the job, but a meaningful way to stay curious, engaged, and connected.
The Future of the Profession
Peter and Sara see the industry undergoing a period of rapid change. “Three major forces are reshaping our industry: talent constraints, increasingly diverse regulations, and explosive tech integration, especially in the UK. Most notably, AI integration is becoming increasingly important, making a strategic approach to reskilling teams crucial.”
While these shifts bring new challenges, they also open the door to possibility. For Sara and Peter, one constant remains: collaboration. It is the thread that connects the entire network and enables firms across regions to exchange ideas, adjust to change, and move forward together. “We have a lot of brilliant minds across the group, so it’s all about connecting them across borders and disciplines and building a culture where sharing knowledge and expertise is second nature. We’ve come to learn that remarkable things can happen through casual conversations between our partners in different time zones.”
They see their role as one of guidance and long-term support, both for the firms in the group and for the professionals within them. Their focus is on helping businesses grow at every stage, whether that means supporting organic development, facilitating acquisitions, or safeguarding what has already been built.
At the same time, they believe it’s equally important to empower the next generation entering the profession. That includes encouraging younger professionals to embrace the changes in the industry. “Don’t be put off by technological advances in the industry. Embrace them,” they say. “There’s a lot of concern around automation, but jobs aren’t disappearing the way people fear, they’re rather evolving.” This openness to change is something they see as essential, not just for staying current, but for keeping the work itself meaningful. That also means challenging outdated assumptions. “You’ll also find that we’re far more than our stereotypes. Accounting isn’t boring, and the legal world isn’t as traditional as people assume. It’s high responsibility, meaningful work, and your career will be constantly evolving.”
As for their own direction, their ambition remains steady. “Our goal has always been to leave the profession better than we found it,” they say. That now means turning their attention to legacy, supporting the next wave of professionals, encouraging a culture of development, and ensuring their work leaves a lasting, positive impact.
A look back at ETL GLOBAL Conferences
