We recently connected with Joi Whitley and have shared our conversation below.

Joi, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

In the realm of tax and accounting, turnover rates tend to be elevated. The field of taxes holds a recession-resistant quality, rendering the process of generating income within our sector notably more straightforward in comparison to other industries. In the contemporary landscape, there is a surge in individuals participating in tax-related activities, leading to the facile emergence of tax preparers. Employing strategies that promise optimal refunds often serves as a means to appeal to taxpayers. Specifically targeting taxpayers who anticipate substantial refunds aims at those individuals who possess the inclination to switch tax preparers annually, driven by the pursuit of the most advantageous refund strategy. My focus on these clientele corresponded with heightened turnover rates. By refining my dedication to education and implementing this commitment within my tax and accounting enterprise, the business has achieved increased profitability, year after year. The majority of clients seeking larger refunds belonged to the lower-income bracket and were less concerned with educational aspects. This demographic also saw a higher incidence of tax returns subjected to audits due to missing documentation or inaccuracies in reported information. A transformation in our industry’s branding, a deliberate deceleration of operations, and a conscientious effort to educate clients about tax matters have collectively set my business apart from other entities in the tax and accounting sector. Anointed Hands Tax stands as a business driven by community involvement and education. Our client base is genuinely committed to acquiring knowledge.

Joi, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I departed from the corporate realm in August 2019, during which Anointed Hands Tax was just a supplementary pursuit. It never occurred to me that this venture would pave the way for my financial success. I always envisioned amassing wealth through my engagement with a Fortune 500 company. Despite having a strong aptitude for mathematics, my desire was to educate others about math. After completing college and finding myself still uncertain about my professional path, I stumbled upon this industry while working on my personal tax return for the first time. As I grasped the underlying concepts and maintained my mathematical skills, I recognized that delving deeper into this subject could equip me to educate my communities. My aspiration to become an accountant was fundamentally about imparting knowledge.

Our focus lies on serving the small business community, where numerous business owners and entrepreneurs possess the necessary skills but require assistance in structuring, budgeting, and accounting. Our mission centers on aiding individuals who are primed for learning and advancement. Drawing from my own experiences, I communicate with entrepreneurs, sharing the narrative of how Anointed Hands Tax evolved into a thriving enterprise.

Back in 2019, prior to departing from my corporate role, our side hustle business catered to around 200 clients. Presently, that number has expanded to approximately 600 clients. The most noteworthy achievement for me is the expansion of Anointed Hands Tax and leveraging our journey to inspire fellow entrepreneurs. This venture has granted me the chance to pursue my passion for educating high school students. Alongside managing the business on a full-time basis, I also serve as a full-time educator within the Phoenix High School Union District. This dual role provides me with the opportunity to make a positive impact on numerous communities through the realm of education.

What’s been the most effective strategy for growing your clientele?

The most impactful strategy for our growth has been authenticity. Engaging in conversations about taxes and finances can be incredibly overwhelming unless one possesses a genuine passion for these subjects. Establishing a relatable connection with our clients and guiding them to understand that my expertise is the result of learning from mistakes has been instrumental. I haven’t always followed the correct path; there have been instances of audits and client audits as well. However, my unwavering commitment to standing by my clients and assisting them through both their missteps and mine has been pivotal in cultivating a foundation of trust. A significant portion of our clientele has been with us since our inception in 2012, and their referrals are driven by the relationships we’ve nurtured.

Adhering faithfully to my clients and remaining deeply connected to my communities has been central to our growth. Starting from 2020, I’ve maintained a strong presence within the greater Phoenix area, participating in vending or networking events every week. This consistent engagement has allowed me to become a recognizable figure within the community, sharing my experiences and knowledge with others. Throughout my tenure in corporate America, I grappled with the challenge of staying true to my authentic self due to concerns of not aligning with colleagues or customers. Witnessing my business flourish as a result of embracing my true identity and staying aligned with my core values marks a significant accomplishment. This approach attracts the right clients to our business, enabling meaningful connections to flourish.

Do you have any insights you can share related to maintaining high team morale?

As our enterprise has expanded, I’ve encountered the necessity of recruiting, releasing, and comprehending the potential of delegation. Remarkable achievements rarely materialize when working in isolation. The same bedrock of trust that was established with clients demanded that I cultivate a similar foundation with my employees. Ensuring that my team members align with Anointed Hands Tax’s fundamental values—faith, education, and community—holds significant importance. Anointed Hands Tax occupies a unique position, distinguished by our dedication to education and community engagement, consistently grounded in our faith.

During the hiring process, the selection of team members who resonate with the mission becomes an indispensable factor. Our mission remains at the core of every facet of our endeavors, spanning client interactions and the meticulous diligence applied to our work and operations.

Contact Info:

• Website: www.anointedhandstax.com
• Instagram: https://www.instagram.com/anointedhandstax/
• Facebook: https://www.facebook.com/joiwhitleyanointedhands/
• Linkedin: https://www.linkedin.com/in/joiwhitley/