Alana Villata has built Collectiv. Accounting into one of Australia’s most recognised modern firms. With a focus on real connection, clear communication, and forward-thinking advice, she’s changing how business owners experience accounting.
How did you start down this career path?
Accounting was never just about numbers for me. It felt like the perfect mix of what I naturally enjoy: structure, logic, communication, and building strong relationships. I’ve always loved helping people find clarity and confidence in their decisions, and accounting became the path where I could make a real and lasting impact.
Collectiv. Accounting grew from that vision. I wanted to help the people behind the businesses tell their stories through numbers, create stability, and feel empowered to grow beyond what they thought possible.
My journey started after a business arrangement went unfavourably, leaving me financially vulnerable and at a crossroads. For years, I had been waiting for the right moment to start my own firm, but that experience made me realise there was never going to be a perfect moment.
I knew I wanted to do things differently. So many firms felt too formal or transactional, when what business owners really need is something personal, modern, and approachable. I built Collectiv. Accounting on that premise, creating a service based on genuine connection, practical advice, and a style that feels real and relatable.
In little over a year, the firm has grown to support hundreds of clients across Australia through organic growth on social media, referrals, and word of mouth. That growth confirmed what I believed from the beginning which is, business owners want more than compliance. Being someone they can trust, someone who understands their business, and someone who cares about helping them move forward with confidence is the most effective way to achieve sustainable growth.
What’s your approach to customer service that separates you from the rest?
Collectiv. Accounting isn’t a traditional accounting firm. It’s a modern, relationship-focused practice built for business owners who want genuine support, not just a once-a-year transaction. Everything we do is designed to make our clients feel understood, supported, and confident in their decisions.
Our entire model is based on accessibility and trust. We use subscription-based pricing, which removes the stress of unpredictable invoices and allows clients to reach out whenever they need help. It turns accounting from something reactive into something proactive. Clients don’t wait until tax time to talk, instead they call when questions or ideas arise, knowing they’re supported every step of the way.
My approach has always been centred on relationships. Every client knows they can ask questions freely, without jargon or judgement. Our systems, onboarding, and communication are simple, calm, and easy to navigate. That simplicity is intentional. It’s there to create space for better conversations and smarter decisions, without the overwhelm that often comes with running a business.
The tone of our brand reflects that same modern and human image, built around clarity and connection. We’ve stripped away the corporate language and designed every touchpoint to feel welcoming and real. For many of our clients, this is the first time they’ve felt truly comfortable working with an accountant, and that’s what sets us apart.
How do you innovate and stay ahead of industry trends?
Innovation has always been at the centre of how I build and run Collectiv. Accounting. I’m constantly looking for better, smarter ways to support business owners and make their experience feel more personal and supportive.
Our next step is the launch of Collectiv. Creative, an expansion that connects accounting and strategy with design and marketing. It grew from a simple observation; most small business owners are juggling financial goals and brand growth but rarely have both sides working together. Collectiv. Creative brings everything under one roof, offering brand design, website development, and marketing support that aligns with their business numbers and goals. It’s a natural extension of the advisory work we already do, designed to help clients grow with confidence and consistency.
Behind the scenes, innovation is also built into how we work. Every workflow and system in Collectiv. Accounting has been created in-house to reflect our values and the experience we want clients to have. We’ve built custom automations that streamline tasks, reduce manual work, and free up time for more meaningful conversations.
We’re also in the final stages of developing our client portal. This portal is an intuitive space where clients can track tasks, upload documents, and communicate with us in real time. It’s designed to make the accounting process seamless, allowing us to keep the personal connection that defines our brand.
What inspires you in your role/industry? Why?
What inspires me most is seeing change, both in the industry and in the people I work with. Every business owner I meet has a story, and being part of that story means a lot to me. I love helping people understand their numbers in a way that makes sense to them, so they can make decisions they understand and feel proud of what they’re building. Watching that shift in confidence is what keeps me inspired every day.
A big part of my inspiration comes from wanting to change how accounting feels. For a long time, the industry has carried this sense of formality and distance. I wanted to create something that felt human, approachable, and genuinely supportive. Accounting shouldn’t be something people dread; it should be something that helps them feel empowered throughout the year.
What I love most is when a client says they finally feel comfortable asking questions or that they actually understand their numbers for the first time. Those moments remind me why I do what I do.
Creativity also keeps me inspired. I’ve always been drawn to design and branding, and I think that’s shaped how I approach my work. I care deeply about how things look and feel, from the way clients experience our systems to how our brand presents online. It’s all about creating something modern and meaningful that people can connect with.
What is the toughest challenge you've faced in your role? How did you overcome it?
The biggest challenge I faced in starting Collectiv. Accounting was moving beyond self-doubt. I had the qualifications, the experience, and a clear desire to help people but I lacked the confidence to back myself after leaving a business situation that no longer aligned with my values. Starting again meant rebuilding not just a business, but my own belief in what I could create.
To overcome this, I invested in support early. I worked with a business coach and took the time to research what small business owners truly needed. I interviewed clients, consulted with other professionals who worked closely with small businesses, and used those insights to create a service model that felt different more personal, more proactive, and built on genuine care. I focused on the value proposition, refined my pricing structure, and developed a capacity framework that gave me both direction and confidence.
I created a detailed business plan that mapped out financial goals, capacity, ideal clients, and long-term vision. As an accountant, I knew how to build systems, but as a first-time business owner, I had to learn to trust myself as a leader. I stepped out of the employee mindset, learned how to manage my own cashflow, and shifted into strategic thinking.
This helped me design a subscription-based model that removed the stress of lump sum billing for clients and created consistent, scalable income for the business.
What I didn’t expect was how much of this journey would shape how I now show up for others. Because I’ve walked through the fear, confusion and uncertainty of starting from scratch, I’m able to meet clients with empathy. I’ve had countless conversations with business owners who feel the same way I once did unsure of where to start, scared of getting it wrong, and questioning their next step. That shared experience is what builds trust.
What are some of your goals for the next 5 years?
Over the next few years, I’ll be focused on growing Collectiv. into something much bigger than an accounting firm. The vision is to build a complete business support hub that brings together accounting, creative strategy, and education. I want small and medium business owners to have one place they can turn to for guidance, growth, and genuine support.
This next chapter is about connection and collaboration. Collectiv. will continue to evolve into a space where business owners feel understood, where their ideas are backed by strong financial foundations, and where professional advice feels personal and empowering.
Technology will continue to be a big part of what we do. I’ve been developing a client portal that brings everything into one place. Clients will be able to upload documents, see progress, and communicate with us in real time. It’s about making the process simple and transparent while freeing up our time for more meaningful conversations.
Education is another priority for me. I want to make financial literacy accessible at scale through workshops, online resources, and community programs. Helping people understand their numbers gives them confidence, and that’s what this whole journey is about.
On a personal level, I want to keep growing as a leader and mentor. Building a team that shares my values of connection, care, and collaboration is vital to me. I want Collectiv. to keep growing, but never lose the heart or humanity that made it what it is today.
Collectiv. Accounting isn’t a once-a-year service. They work alongside business owners throughout the year, building real relationships and helping them feel supported and confident in every stage of their business growth.
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