The people behind Link
Link is led by Will McTavish and Reuben Sweeney, two former accountants who have spent more than a decade working with accounting firms.
Will founded Link in 2010 as an early cloud app consultancy. Reuben joined in 2013 after hearing about Will’s work through an accounting firm and reaching out on LinkedIn. After eight years helping firms implement cloud systems, Link began building its own software in 2018, starting with Link Reporting.
Today, Will is CEO and leads product design and development. Reuben is COO and oversees sales, marketing, onboarding, support, and operations.
Their partnership works because they share the same values, vision, work ethic, and standard for excellence. Reuben runs the business. Will designs the product. Together, they are building Link for firms that want connected workflow, clear capacity, and meaningful insight without adding complexity for the team.
Why we started Link
Link began with a problem we kept seeing in accounting firms: Xero Practice Manager could hold the data, but firms still needed spreadsheets to get the reports they actually wanted.
During our consulting years, building reporting spreadsheets became part of almost every implementation. Eventually, a firm asked us for a Work in Progress report. The spreadsheet fell over under the weight of the data, so we built the first version of Link Reporting in software.
That was the start of Link as a product company.
But reporting exposed a bigger issue. Accounting firms were being forced to choose between good reporting and good workflow. Keep jobs clean for reporting, and workflow becomes clunky. Use jobs to manage workflow, and reporting becomes unreliable.
We built Link because we believed firms deserved both: clean workflow and accurate reporting, in one connected process. That belief still drives the product today. Reporting led to capacity. Capacity led to workflow. Workflow led to a full practice management platform built around good process, good data, and better decisions.
Why firms trust Link
Firms trust Link because we have been around long enough to know what matters, and focused enough to keep solving the right problems.
Link was founded in 2010, became a product company in 2018, and has spent years working closely with accounting firms across Australia, New Zealand and 6 other countries around the world. Today, thousands of accountants use Link every day to manage their workflow, reporting, and firm performance.
Our customers range from 3-person firms to firms with hundreds of staff. The larger and more complex the firm, the more Link delivers, because the problems around workflow, capacity, WIP, and reporting become harder to solve with spreadsheets, disconnected systems, and surface-level software.
We have also done the hard work twice. After years of real customer use, we rebuilt the platform from the ground up on a newer, faster, more scalable foundation. That rebuild gave us the chance to apply everything we had learned, strengthen the core logic, and build without the beginner mistakes that slow software companies down later.
Customers value Link for its ease of use, depth of data, and quality of support. More than 50% of firms that leave Link return within six months, because they discover the same thing: no one else gives them the same quality of data.
Link is built for firms that want confidence: confidence in their workflow, confidence in their reporting, and confidence that the people behind the platform are here for the long run.
Where we are going
Our long-term vision is to build a fully connected practice management platform for accounting firms, from proposal through to invoice and reporting.
That means one seamless process for proposals, onboarding, workflow, capacity, timesheets, reporting, invoicing, communication, and documents, without forcing firms to choose between good workflow and accurate reporting.
We believe accounting will change significantly over the next decade. Data entry will fade, while advice, interpretation, support, and client relationships become more important. Accountants will become more like personal trainers for the financial health of their clients, helping them understand the numbers, reduce risk, and make better decisions.
That shift needs better software. Link has been built on the right foundations: seamless workflow, perpetual capacity, and Work in Progress reporting at every level of the firm. Because the right data is captured in the right place, Link can provide insights others cannot easily recreate.
AI will help accelerate this vision by summarising client communication, drafting proposals, and turning client requests into accurate engagements faster.
We believe Link can win because we are building in the right order. The foundations are already in place, the problems we solve are becoming more important, and the industry is moving toward the connected platform we have been building all along.
Meet the founders
Will McTavish
Founder & CEOWill is driven by progress, speed, and the challenge of solving difficult problems to a high standard. He takes ideas from early concept through to finished product, with a focus on clarity, precision, and execution.
At Link, Will leads the product vision, design, and build. He cares deeply about the full experience, from the smallest interface detail through to the logic behind the calculations. For Will, the product has to feel simple on the surface while being deeply reliable underneath. The design must be clean, the workflow must make sense, and the data must reconcile.
His long-term vision is to build a platform that allows accounting firms to manage work from proposal through to invoice in one seamless process. A platform that gives firms the data they need to make better decisions, while bringing accountants and their clients closer together.
Will believes Link can execute this vision because the hardest foundations have already been built. Link has solved problems that others have not, particularly around workflow, capacity, and reporting. With the right foundations in place, each new customer strengthens the business and increases the speed at which Link can move.
Reuben Sweeney
Founder & COOReuben is driven by innovation, structure, and the opportunity to do things the industry has not seen before. He believes Link is not only improving accounting software, but helping push accounting firms toward a more connected, data-driven way of working.
At Link, Reuben leads operations across sales, marketing, onboarding, support, and customer success. He has the rare ability to manage many moving parts without losing control of the detail. He keeps the business moving, spots gaps in plans quickly, and makes sure decisions made today do not create problems tomorrow.
Reuben cares deeply about customer outcomes. His standard is simple: every interaction with Link should leave the customer in a better position, with better data, clearer decisions, and more confidence in the way their firm is operating.
His long-term vision is a fully connected platform that helps firms run a clean, reliable process from end to end. A system where workflow is smooth, everyone knows what they are doing, and reporting stays accurate because the process protects the quality of the data.
Reuben is critical to Link’s execution because he sees the downstream consequences others often miss. He brings structure, discipline, and operational rhythm to the business, ensuring the vision is not just ambitious, but deliverable.
What we beleive
We believe accounting firms deserve software that makes good process easier.
Software that gives partners the data they need, gives teams clarity over their work, and gives clients a better experience.
That belief has shaped Link from the beginning. It is why we started with reporting, why we built capacity into workflow, and why we are building toward a fully connected practice management platform for the future of accounting.