Sarah Clayton. Freshwater Taxation. I am the founder of Freshwater Taxation, an online accounting firm with the motto “Tax Done Differently.” With a passion for breaking the mould of traditional tax services, I’ve built a business that prioritises fee transparency, personalised service, and trust. As a recent Sydney Local Business Awards winner, Freshwater Taxation makes tax topics accessible through engaging resources, blogs, and social media. Beyond business, I’m a solo mum to two young girls, balancing the demands of a busy accounting firm with family life.
When did you start your business?
2012
What was the inspiration behind starting this business?
I wanted to make tax, accounting & bookkeeping services simple and accessible to the rapidly growing number of female entrepreneurs. I wanted to help these women, along with Australians in general, access help from the comfort of their own homes while juggling their families and other priorities. Back in 2012 when I started Freshwater Taxation, the concept of an online accounting business was very rare!
What are you most excited about in your business?
Helping women create and grow successful, thriving businesses while achieving financial independence.
What has been the most challenging thing about starting your business?
Managing the busy periods (accounting firms tend to have extreme busy periods during the year), which includes managing clients expectations, my team and our software and systems (all while juggling my family).
What advice would you give to other women thinking about starting a business?
Trust your instincts and have confidence in your ideas. Your unique perspective is your strength, so don’t be afraid to think outside the box and do things differently.
Why did you enter the AusMumpreneur Awards?
I entered the AusMumpreneur Awards to celebrate and showcase the business I’ve created over the past 13 years as well as to connect with other inspiring women who are balancing the demands of motherhood with running successful businesses. It was a chance to share my story, learn from others, and push myself outside of my comfort zone. The awards also provided an opportunity to gain recognition for my business, to build credibility, and to demonstrate that it’s possible to challenge traditional norms in the accounting industry. More than anything, I wanted to show my two girls the importance of pursuing your dreams, staying resilient, and being proud of your achievements!
What did you enjoy the most about being part of the awards?
Definitely connecting with other women in very similar situations to my own. It was incredibly empowering to meet so many like-minded women who are managing the challenges of running a business while raising a family. Hearing their stories, sharing experiences, and celebrating each other’s successes was both inspiring and validating.
What surprised you most about the awards?
What surprised me most about the awards was the incredible diversity of businesses and the range of innovative ideas that were showcased. It was inspiring to see so many women from different backgrounds and industries, each bringing something unique and valuable to the table.
How did the awards help you in your business?
The awards have significantly boosted my recognition within my niche of providing accounting, tax, and bookkeeping services, especially to women aiming for business and financial success. Interestingly, they’ve also sparked increased interest from male clients. I think this is because having a clear niche and focus can make a small business more appealing to a broader audience. The awards have highlighted our unique approach, attracting those who appreciate our tailored, client-centered service.
What advice would you give to other mums thinking about entering the awards?
Go for it! Don’t let self-doubt or imposter syndrome hold you back. The process of entering the awards is a great opportunity to reflect on everything you’ve achieved, celebrate your hard work, and recognise your unique strengths. Even just applying can boost your confidence and clarify your business vision.
Take advantage of the networking opportunities and the chance to connect with other amazing mums who are on similar journeys. It’s not just about winning — it’s about the experience, the connections you make, and the personal growth you’ll gain. And most importantly, be proud of what you’ve accomplished, no matter the outcome!
What has been the best thing about starting your own business?
The best thing about starting my own business has been the freedom to shape it around my values and vision. I love having the flexibility to innovate and find new ways to make tax and accounting more accessible and engaging for my clients. It’s incredibly rewarding to build a business that reflects who I am and what I believe in, while also making a real impact on people’s financial well-being.
Being my own boss has also given me the freedom to create a work-life balance that suits my family, allowing me to be present for my two girls while still pursuing my professional goals. Watching Freshwater Taxation grow and seeing the positive effects on my clients’ businesses and lives has been truly fulfilling! Knowing that I’m helping others succeed while building something meaningful for myself and my family has been the most rewarding part of this journey.
What’s happening next in your business?
At the moment I am focussed on expanding the services provided within our business tax arm. I want to expand the ways in which we help our small business clients boost their profitability. We are beginning to offer our small business clients regular, tailored monthly reports with key business metrics as well as quarterly Zooms where cash flow, profitability and plans for the future are reviewed in detail.
What are your big plans for the future?
My big plans for the future revolve around empowering more small business owners to take control of their financial health and maximise profitability. I also plan to develop more educational resources and tools that make tax and accounting less intimidating and more accessible, allowing business owners to focus on growth rather than numbers. Ultimately, my goal is to build a thriving community of business owners who feel confident in their financial decisions and inspired to achieve their fullest potential.
