Emma
Bruce

WHO I HELP

Owner-managed businesses. SMEs. Corporates. Partnerships. Sole traders.

HOW I HELP

Strategic advisory. Financial planning. Business growth. Process improvement.

SECTORS/SUPPORT

All sectors.

“A SHARED COMMITMENT TO SUCCESS.”

Emma Bruce is a Business Advisory Senior Manager based in our Belfast office. She helps businesses navigate financial complexities, optimise operations, and plan for long-term growth. Her role goes beyond providing traditional advisory services; she works as a strategic partner to her clients, offering tailored insights and proactive solutions that drive meaningful impact.

Emma supports a diverse range of businesses, from owner-managed enterprises to large corporate groups, ensuring they have the right financial strategies in place to achieve their objectives. By fostering open communication and anticipating potential challenges, she helps clients make informed, confident decisions that align with their goals.

SEEING THE IMPACT OF OUR WORK

“The most rewarding part of my job is seeing the tangible impact of the solutions we implement. It’s incredibly fulfilling to know that my advice contributes to a client’s success, whether that’s helping them overcome financial hurdles, supporting their first business venture, or guiding them through expansion plans.

Every client brings a unique challenge, and solving those challenges in a way that drives measurable results is what makes this work so exciting. The best outcomes happen when there’s a strong, open relationship, where clients feel comfortable reaching out for advice at any stage of their business journey.”

CHALLENGING THE STATUS QUO

“I take a proactive, results-driven approach, always looking for ways to challenge conventional thinking and push for better outcomes. If a process isn’t working, or if there’s an opportunity to improve efficiency and impact, I won’t hesitate to ask the tough questions.

Being assertive means advocating for the best solutions for clients, even when it requires difficult conversations. It’s about delivering real improvements, using fresh perspectives, strategic thinking, and a willingness to embrace change. My goal is always to ensure businesses are evolving, adapting, and thriving.”

FINDING THE RIGHT BALANCE BETWEEN TECH AND HANDS-ON SUPPORT

“Technology is an incredible tool for improving efficiency, enhancing financial insights, and ensuring seamless collaboration. But at the heart of every successful business relationship is trust—and that requires genuine, hands-on engagement.

I believe in a hybrid approach, leveraging technology to streamline processes while maintaining strong personal relationships with clients. Virtual tools allow us to be more agile and responsive, but in-person meetings provide a deeper understanding of business challenges. By blending both approaches, we ensure clients receive the best possible support, tailored to their needs.”

LOOKING TO THE FUTURE

“I’m excited about deepening my role as a strategic adviser and continuing to develop expertise in helping businesses navigate change and growth. The financial landscape is constantly evolving, and I look forward to learning new methodologies, refining my approach, and working closely with clients to drive meaningful, lasting impact.

For AAB, the firm’s ability to evolve alongside market trends and client needs makes it an exciting place to be. Our expanding service offering and tech-driven approach allow us to provide even more value to clients. Whether it’s helping businesses secure funding, optimise operations, or navigate cross-border complexities, AAB is positioned as a leader in delivering forward-thinking solutions.”

COLLABORATION AS A SUPERPOWER

“Collaboration is at the core of how we work at AAB. No one person has all the answers, but by leveraging collective expertise, we can solve even the most complex challenges. I love working with colleagues who bring different perspectives, as it leads to stronger, more well-rounded solutions for our clients.

In my role, collaboration means working closely with both clients and colleagues, ensuring clear communication, aligning on goals, and continuously sharing insights. It encourages me to seek diverse viewpoints, challenge assumptions, and always strive for the best possible outcomes.”

BRINGING CLARITY TO COMPLEXITY

“One of the greatest compliments I’ve received from a client was that I provided clarity in a complex situation, helping them make a critical business decision with confidence.

Advisory work isn’t just about technical expertise—it’s about communication, relationships, and making sure clients feel supported and well-informed. When a client walks away with a clear strategy and peace of mind, that’s when I know I’ve made a real difference.”