In this episode of the podcast, I got to sit down with a good friend and someone who’s doing big things in the accounting world — Chris Williams, CEO of System Six Bookkeeping. Chris took over the reins of System Six in 2021 and, in just a few short years, has nearly doubled the size of the firm. And while that’s impressive on its own, it’s how he did it — through empathy, focus, and intentional leadership — that makes this story worth telling.
But first, like always, we kicked things off with snacks.
Salt-First Leadership: The SuperPretzel Origin Story
Chris’s favorite childhood snack? The SuperPretzel — a microwavable classic with a side of nostalgia. He recounted the after-school ritual of heating one up, salting it generously, and settling in with SportsCenter. It was simple, salty, and satisfying — a perfect metaphor for Chris’s approach to business: straightforward, well-seasoned, and built to last.
“You throw some water on it so the salt sticks, dunk the extra pretzel bits in whatever fell off. That’s the move.”
That vivid memory set the tone for the rest of our conversation — thoughtful, authentic, and rooted in his personal journey.
Acquiring with Intent, Leading with Empathy
Chris came into System Six via a search fund, buying the business as an outsider to the accounting profession. But he didn’t show up trying to fix what wasn’t broken. Instead, he spent his first weeks listening — meeting with every employee over Zoom, asking what worked and what didn’t, and making small changes where it mattered.
“I wasn’t here to tear it down and rebuild. I wanted to double down on what was already working.”
That approach paid off. With a strong foundation already in place — thanks in part to former owner Jeremy and years of great systems and people — Chris was able to focus on growth instead of rescue. He grew the client base by focusing on larger businesses and new verticals, all while keeping the same high standards System Six was known for.
A Blueprint for Responsible Acquisition
System Six now serves a growing number of clients, mostly from the small business acquisition market — buyers who just purchased a business and need a new, modern, all-in-one finance team. The firm has evolved its offering beyond bookkeeping into payroll, bill pay, invoicing, and advisory — and they’re now actively searching for their next step: a tax firm.
“Owning tax internally will make us better for our clients and an even better place to work for our team.”
Chris is clear-eyed about the power — and responsibility — of acquiring a firm. It’s about integration, not disruption. He wants sellers to know they’ll be leaving their clients and staff in caring, capable hands. That’s a big part of what makes System Six such an attractive buyer.
Advice for Firm Owners Looking to Sell or Stay
Whether you’re looking for a full exit or just want to join forces with a like-minded firm, Chris has advice:
- Know what you want — More free time? Less ops? A better team? Define the dream first.
- Modernize your firm before you sell — You’ll retain more value and attract better offers.
- Culture is king — A firm with loyal employees and low churn is always more attractive.
- It’s okay not to sell (yet) — Just because M&A is hot doesn’t mean you have to rush. Build something great, then decide.
“I’m happy to pay more for a firm that’s already done the hard work of modernizing. It’s better for the clients, the team, and the transition.”
Need reliable bookkeeping and accounting support for your growing business? Visit systemssix.com to learn how their experienced team brings clarity, strategy, and peace of mind to your finances.
Want to learn more about how Karbon helps accounting firms streamline their workflow, collaborate seamlessly, and scale with confidence? Head over to karbonhq.com to explore their powerful platform and discover why firms around the world are making the switch.
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