Cheltenham-based consultancy The Modern Firm has appointed industry leader Will Rush

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Cheltenham-based consultancy The Modern Firm has appointed industry leader Will Rush as Managing Director, marking a significant milestone in the firm's journey as it continues its rapid expansion across the UK accountancy profession.

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Founded by Luke Farren in 2025, The Modern Firm was created with a simple ambition: to help progressive accountancy firms rethink how they operate through better strategy, technology, automation and operational excellence.

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In little over a year, the business has grown from a start-up concept into a nationally recognised consultancy working with firms across the UK on transformation programmes, technology enablement, process redesign and growth strategy.

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The appointment of Will Rush represents the next chapter in that journey.

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Rush joins the business as Managing Director, bringing decades of leadership experience and a reputation as one of the most respected operators in the UK accountancy sector. He will be responsible for leading the day-to-day growth and development of The Modern Firm as the business continues to scale its team, client base and service offering.

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Founder Luke Farren will move into the role of Group CEO, focusing on long-term strategy, innovation, partnerships and future growth initiatives.

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"At the beginning of last year, if someone had told me we'd be making an announcement like this within 18 months of launching the business, I'd have laughed them out of the room," said Farren. "What we've built has become far bigger than any one individual. We've assembled an exceptional team, established strong foundations and created significant momentum within the profession. The next phase requires additional leadership, experience and operational excellence. Will brings all of that in abundance. His appointment is a huge statement of intent for where we're heading and I'm incredibly excited about what comes next."

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Rush added:

"The Modern Firm has built an outstanding reputation in a remarkably short period of time. The team has created something genuinely different and the opportunity ahead is significant. I'm looking forward to working with Luke and the wider team to help shape the next stage of the firm's growth and continue delivering meaningful impact for accountancy firms across the UK."

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The appointment comes at a time of increasing demand for transformation support across the profession, as firms navigate challenges around talent, technology adoption, AI, operational efficiency and sustainable growth.

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With further hires, new service lines and strategic partnerships already in development, The Modern Firm says the appointment is only the first of several major announcements planned for 2026.

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