An interview with Roden Associates, Sponsor of the AFA Best New Franchise Award

Rachel Roden, Managing Director, explains why they made the decision to sponsor the AFA Awards and how they feel it will benefit the business.

Unless you’ve been living under a rock for the past few months, you’ll know how incredibly excited we all are about the first Annual AFA Awards, taking place on Thursday 19th September!

In this blog, we catch up with Rachel Roden, Managing Director of Roden Associates. Roden Associates is an official AFA Partner Member and the proud sponsor of the Best New Franchise Award.

Question: Please can you tell us about your business and the products and services you provide?

Rachel: Essentially, we make life easier for our clients by keeping their financial records, i.e. bookkeeping, in ‘apple pie order’ for them. We provide monthly management reports to keep them informed and also look after payroll administration for businesses across the UK. Basically, we help our customers to understand their numbers. We are a modern business and use online software, for example Xero, and we add on apps to provide our clients with easy, 24/7 access to their records, wherever they are.

We work with all types of businesses, from sole traders up to limited companies with turnovers in excess of £1 million. We’re able to scale up very quickly and have experience in many different industries, such as hospitality and the motor industry, as well as Construction Industry Schemes for contractors.

We’re ideally placed to work within the franchising sector because we’re able to help them to establish scalable systems that work for both the franchisor and franchisee.

Question: What is your involvement with the AFA? How do you plan to support the AFA moving forward and why?

Rachel: We joined the AFA as a Partner Member just a few months ago. Moving forward, we’re very keen to work closely with the AFA to get to know and network with the members and our fellow partners. At the moment, we’re producing information for them that is specific to their needs, and will also be providing some exclusive offers for them. We’re also members of EWIF, the International Association of Bookkeepers and the Federation of Small Businesses.

Question: What influenced your decision to join the AFA?

Rachel: We wanted to work more closely with the franchising sector and I was advised by another AFA member that it would be a great place to start, as the members were mainly smaller franchisors. At the time, we didn’t have a huge marketing budget – the membership fees are highly affordable and represent great value for money. I also got on extremely well with the AFA team and was impressed with their whole way of working; they are so efficient and responsive.

Question: Why did you decide to sponsor the AFA Awards?

Rachel: It raises our profile as a business that is keen to support the franchising sector and get our name out there. We want to get to know people and network, as well as attract new clients, and felt this was the ideal way to do it.

Question: Which Award are you sponsoring and what particularly excites you about this category?

Rachel: We are sponsoring the Best New Franchise Award. We chose this category because what really interests us is getting the right structure in place for new businesses. Encouraging best practice is what we’re all about and it seemed to be the ideal fit.

Question: What are you most looking forward to on the night?

Rachel: I’m really looking forward to presenting our Award (despite the fact that I have been asked to make a speech!) and meeting the winner; that will be very exciting! It will also be a great opportunity to meet and network with the franchisors and their franchisees and get to know people in a more relaxed atmosphere. I think it’s going to be a great night!

We are very grateful to Roden Associates for their support of the AFA Awards and look forward to welcoming them to the event on the night.

To find out more about Roden Associates, please click here:

If you’re interested in sponsoring the AFA Awards, it’s not too late to get involved! Please contact with Sarah Canny, Business Development Manager at

To book your Awards tickets, please click here:

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