Our Chief Executive
Sarah Palmer
Chief Executive Officer, Institute of Accountants and Bookkeepers
Sarah Palmer became Chief Executive of the IAB in 2024 — but her relationship with the Institute, and with the profession it serves, goes back much further. A qualified bookkeeper who built a thriving practice from the ground up, Sarah leads the IAB with the perspective of someone who has done the work our members do every day.
At a Glance
A career built in the profession
Her Story
From practitioner to Chief Executive
Sarah achieved a first-class honours degree in Business Management from the University of Greenwich, and in 2006 was awarded a prestigious Lehigh University scholarship. In 2009 she founded her own bookkeeping practice, Women Who Count Ltd, which she grew to serve around ninety clients with a team of eight.
Her work earned wide recognition, including runner-up in the Kent Women in Business awards and finalist in the Independent Business Awards Kent.
Sarah joined the IAB's board in 2017 and became Chief Operations Officer in 2019, before being appointed Chief Executive in 2024 — bringing the perspective of a working practitioner to the leadership of the Institute.
As CEO, her focus is on raising professional standards and ensuring bookkeepers and finance professionals are recognised as essential, regulated contributors to the UK and global economy. Her role increasingly sits at the intersection of market demand, education delivery and public policy — working with governments, ministries and national bodies to help shape professional standards and support resilient, future-ready financial ecosystems. Her influence extends globally, with professional networks across Australia, Canada, India and South East Asia, and she is a regular contributor to industry publications on the future of the profession.
The Journey
Sarah's path to the IAB
Lehigh University scholarship
Awarded a prestigious scholarship, alongside a first-class honours degree in Business Management from the University of Greenwich.
Founds Women Who Count Ltd
Establishes her own bookkeeping practice, growing it to around ninety clients and a team of eight.
Joins the IAB board
Brings her practitioner's experience to the governance of the Institute.
Chief Operations Officer
Takes on responsibility for the day-to-day running and operational strength of the organisation.
Appointed Chief Executive
Begins leading the IAB's modernisation and its renewed focus on integrity in process, practice and performance.
Her Vision
A clear mission: modernisation and integrity
Since taking the helm, Sarah's leadership has centred on modernisation — completely restructuring the organisation and redefining its focus on integrity in process, practice and performance. Her aim is an IAB that is fit for the future: rigorous in its standards, generous in its support, and unwavering in putting members first.
It is a vision shaped by experience. Having built and run a practice herself, Sarah understands what members need from their professional body — credibility that opens doors, support that is genuinely useful, and standards worth being held to.
My ambition is to change perceptions, challenge expectations and help build a profession — one defined by confidence, capability and credibility.Sarah Palmer, Chief Executive
Adapted from Sarah's published IAB biography — confirm the exact wording before publishing.
Stay Connected
Follow Sarah on LinkedIn
Keep up with Sarah's thinking on the future of the profession, the IAB's journey, and what modernisation and integrity mean in practice. Connect and follow her on LinkedIn.
Set the button link to Sarah's LinkedIn profile URL before publishing.
Be part of the next chapter
Under new leadership, the IAB is entering a new era. Join the community shaping the future of the profession.
