At DNA, we are excited to share our newly refined vision and purpose, a reflection of our commitment to empowering businesses and fostering a supportive community. As a Xero firm, we pride ourselves on delivering innovative solutions and maintaining the highest standards of integrity and service excellence.
This vision and purpose statement is the result of our recent team strategy day, where the entire DNA team came together to collaboratively define and agree on the values, priorities, and goals that truly represent who we are and where we aim to go. This collective effort ensures that our strategic direction is aligned with the shared insights and commitments of everyone at DNA.
Our Vision
To be the most trusted and recommended local accounting firm, delivering innovative and real-time solutions through Xero and its ecosystem, while empowering clients to make informed decisions.
Our Purpose
To empower and support small and medium-sized businesses by providing personalized, reliable, and value-adding accounting services.
Our Aspiration
To lead the market in local SME accounting services, fostering growth and success for our clients and team members.
Our Values
At the heart of DNA are our core values, which guide our actions and decisions every day:
- Clear Communication: We prioritise open and effective communication to ensure transparency and trust.
- Client Empowerment: We are dedicated to empowering our clients with the knowledge and tools they need to succeed.
- Beautiful Software: We leverage intuitive and user-friendly technology to enhance our service delivery.
- Sustainable Practices: We are committed to ethical practices that prioritise the well-being of people and the environment.
Our Strategic Priorities
To achieve our vision and fulfill our purpose, we focus on four strategic priorities:
- Client Excellence: Cultivating strong client relationships through service excellence and personalised support.
- Innovative Technology: Driving innovation and leveraging technology to enhance service delivery.
- Empowering Environment: Maintaining a supportive and empowering work environment for our employees.
- Consistency: Ensuring consistent and reliable service while achieving sustainable growth.
As we move forward, we are excited to continue building on these foundations, working closely with our clients and community to create lasting impact. We invite you to join us on this journey, as we strive to make a difference in the world of accounting and beyond.
