Jo Reed

Our clients are such a lovely bunch of people that it’s a pleasure to help them; I aim to be honest, helpful and transparent in my dealings with any client. I want to support their business and ensure they avoid any mistakes and I don’t mind how many questions they ask me as long as we can give them the right advice and help them plan for the future. VAT can seem so daunting to even experienced businesses, so I try to ensure the advice I provide is easily explained and tailored to their situation. Dealing with HMRC can, at times, be frustrating, so I look to take that burden off our clients as much as I can.

I work with other VAT specialists supporting colleagues and clients across the Firm. We have many non-UK clients who need support navigating an unfamiliar tax system as well as UK businesses who need help with their day-to-day VAT or more complex guidance – it’s the best job in Gerald Edelman!

If you’re interested…

I spent most of my working life at Customs and Excise, later HMRC, dealing with VAT registered businesses as a ‘VAT man’.

What is the most daring thing you’ve ever done?

Jumped out of a plane!

What one piece of advice would you give your 10-year-old self?

Be nice but don’t waste time worrying about what others think of you, not everyone will like you, but you won’t like everyone either and, that’s OK!

If you could have any superpower, what would it be?

Teleportation so I could visit my two sons as they both live overseas, it would make going on holiday so much easier too!

Who inspires you?

Anyone with a genuine curiosity, a zest for life, the ability to show both compassion and critical thinking, along with a sense of humour. If you know anyone like that, I’m happy to chat!