Now That’s What I Call A Rebrand: How Eriona Bajrakurtaj Is Redefining What Accountants Really Do
“Accountants don’t value themselves—and if you don’t value yourself, clients won’t either.”
In this episode, Chris and Mike sit down with Eriona Bajrakurtaj, founder of Vault Digital Transformation, to explore her mission to fundamentally rebrand the accounting profession.
Eriona shares how transforming her own family practice opened her eyes to what accounting can be when technology removes manual work and accountants step into the advisory role they were trained for. She explains why accountants are uniquely positioned as trusted partners—often knowing more about a business owner’s life than anyone else—and why the profession consistently undervalues that influence.
The conversation explores why accountants struggle to articulate their value, how fear of change and internal resistance holds practices back, and why clients are far more open to new ways of working than firms expect. Eriona also unpacks the importance of pricing with confidence, initiating proactive conversations, and helping clients work backwards from life goals to business strategy.
From building stronger client relationships to attracting and retaining talent, Eriona makes the case that rebranding accounting isn’t about a new logo or title—it’s about mindset, behaviour, and finally owning the impact accountants already have.
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Author
“Chris Argent isn’t here to play by finance’s old rulebook - he’s here to rewrite it.” From challenging outdated corporate thinking to rallying finance leaders around a more connected, adaptable future, the founder of GENCFO is leading a quiet revolution in how CFOs and finance leadership work, think, and influence. Chris Argent, founder of GENCFO, is a finance leader redefining the role beyond business partnering. A self-described “reluctant accountant,” he’s built a global community for progressive accounting and finance leaders who value connection over competition and action over tradition. Chris believes the greatest risk to the profession is clinging to outdated norms, and that mindset and adaptability outpace any technological change. His work champions leaders who turn new ideas into real-world change, blending people-centred strategies with new ways of working and technology. In conversations, he challenges, provokes, and inspires - proving that the future of finance belongs to those ready to lead it together.