JOEL DUNNING

SECTORS/SUPPORT 

Professional services. Technology, media & telecoms. Industrial & manufacturing. Construction & real estate. Investment companies. Food & drink. 

Supporting Ambitious Businesses Through Change 

“My role centres around helping business owners make informed decisions during some of the most important stages of their business journey. Whether that involves raising capital, preparing for a transaction, restructuring a business, strengthening a finance function, or planning for succession, my focus is always on helping clients understand their options and move forward with confidence. Every project presents different challenges, opportunities, and objectives. 

A typical week combines client advisory work, relationship management, strategic planning, and collaboration with colleagues across the wider AAB Group. I regularly support clients with shareholder matters, acquisitions, disposals, funding requirements, tax planning, and wider commercial decisions. Alongside this, I work closely with specialists across finance, tax, legal, and corporate finance disciplines to ensure clients receive joined-up advice that reflects the full picture rather than a single area of expertise.” 

A BROAD PERSPECTIVE 

“My career has provided me with a unique perspective on how businesses operate. Having grown up in a family business, worked within banking, supported restructuring projects, and led finance functions within industry, I have seen first-hand how business decisions are evaluated from multiple angles. That experience has reinforced my belief that business owners rarely need advice delivered in separate silos. Instead, they need advisers who understand the numbers, the funding, the tax implications, the operational realities, and the people behind the decision. That philosophy continues to shape the way I support clients today.” 

Making a Positive Impact 

“The most rewarding aspect of my role is seeing advice translate into tangible outcomes for clients.  

One recent project involved helping a founder navigate a complex shareholder and incentive structure designed to support future growth. While the commercial objective was clear, the rights surrounding dividends, voting, and capital distributions required careful consideration to ensure they aligned with the founder’s intentions. By simplifying the structure, testing different scenarios, and helping ensure the governance arrangements reflected the desired outcome, we were able to create a solution that provided clarity and confidence for all parties involved. 

I particularly enjoy helping clients through periods of significant change. These moments often involve competing priorities, multiple stakeholders, and important decisions that can shape the future direction of a business. Helping clients move from uncertainty to action and giving them confidence in the decisions they make is one of the most rewarding aspects of the role.” 

Commitment & Dedication 

“For me, strong client relationships begin with understanding what sits behind the immediate issue. The technical question or challenge is often only a small part of the wider picture. I want to understand what the client is trying to achieve, what success looks like for them, where the pressures lie, and what concerns they may have. That context allows me to provide advice that is practical, relevant, and aligned with their objectives. 

Clear communication is a non-negotiable. Clients should never have to interpret technical advice themselves or work out what it means for their business. My role is to simplify complexity, explain options clearly, and ensure clients have the information they need to make confident decisions. Trust is built through openness, responsiveness, and a willingness to have honest conversations when they matter most. 

The compliment I value most is when a client tells me I have made something complicated feel manageable. I have always believed that if you truly understand a subject, you should be able to explain it simply. Helping clients cut through complexity and focus on what really matters is a key part of the value I aim to bring.” 

A Compassionate Approach 

“One of the most valuable lessons I have learned throughout my career is that technically correct advice is only useful if it works in the real world. Recommendations need to withstand commercial realities, funding constraints, operational challenges, shareholder dynamics, and the pressures that business owners face every day. 

This experience has shaped the way I approach advisory work. Rather than starting with technical solutions, I begin with the client’s commercial objectives and work backwards. Understanding the desired outcome first allows us to identify practical solutions that are not only technically sound but also achievable and effective.” 

BEING PART OF AAB  

“Collaboration is a key part of what makes AAB different. One of the most rewarding aspects of being part of the wider organisation is the ability to access expertise from across multiple disciplines. Bringing together specialists around a shared client objective enables us to deliver more comprehensive advice and achieve better outcomes than any one adviser could provide alone.” 

Tackling the Challenges 

“One of the biggest challenges within my area of expertise is the pace and breadth of change affecting businesses today. Advances in technology, evolving funding markets, changing tax legislation, and increasing regulatory complexity all require business owners to make decisions in an environment that is constantly evolving. My role is to help clients navigate that uncertainty by focusing on the information that matters most and providing advice that supports confident decision-making.” 

BEYOND COMPLIANCE 

“A common misconception about accountants and advisers is that they are purely focused on compliance and reporting historic information. While compliance remains important, the real value lies in helping clients use financial information to make better decisions about the future. Modern advisory work is about understanding risk, identifying opportunities, improving performance, and helping businesses achieve their objectives. 

Looking ahead, I am particularly interested in the continued development of technology, automation, and AI within finance and advisory services. Used effectively, these tools have the potential to improve data quality, streamline processes, and provide faster access to meaningful insights. The opportunity is not to replace professional judgement, but to give advisers more time to focus on strategy, interpretation, and helping clients make better decisions.”