Meet Safae Guennoun, a seasoned financial expert and strategic leader with a proven track record in driving business growth and innovation. With extensive experience in business tax consulting, and financial planning, Safae brings a unique blend of technical expertise and visionary thinking.
As a trusted advisor to individuals and businesses, and as the Founder of The Tax Point, Safae navigates complex financial landscapes with precision and insight. With her boutique tax firm, Safae offers specialized and tailored services in international taxation and transfer pricing.
The Beginning
We started the interview by asking, “How did you get started, and what led you to where you are today?”
Safae Guennoun shared, “My journey to entrepreneurship wasn’t a sudden leap but a gradual realization that I could provide something unique in the market. After working in various roles within Top Tier tax consulting firms, I noticed that clients needed tailored tax solutions..
I wanted to create a firm that was more personalized, accessible and focused on the specific needs of smaller to larger businesses. My passion for solving complex tax problems while building long-term client relationships motivated me to step out and create a boutique tax firm where personal attention and specialized expertise drive results and value.”
Current Offerings At The Tax Point
We were interested to learn more about Safae’s current role and offerings at her firm. So, we asked, “Can you share more about your current role and the business you lead? What are the core services or products you provide?”
Safae Guennoun replied, “As the founder and managing director of a boutique tax firm, my role involves overseeing the firm’s overall strategy, operations, and client relationships. I’m deeply involved in every aspect of the business, from providing high-level tax advisory services to building a strong team and ensuring we stay ahead of industry changes. I’m also very hands-on with clients, particularly when it comes to complex tax issues or customized solutions, which I believe is one of the key advantages of running a boutique firm.
At The Tax Point, we deliver personalized tax solutions for businesses and individuals across various sectors. Our expertise spans tax planning, compliance, and advisory services, with a focus on niche areas like transfer pricing and international taxation. We ensure clients comply with evolving UAE and GCC regulations, optimize tax strategies to minimize liabilities, and make informed decisions aligned with their long-term goals. What sets us apart is our tailored approach, providing dedicated expertise to each client, whether a small business or individual, ensuring unique needs are met with personalized attention.”
Adaptability Amidst Challenges
Challenging phases are an inevitable part of every business. To learn how Safae Guennoun overcame the same, we asked, “What challenges have you faced as a business leader, and how have you overcome them?”
“Starting a boutique tax firm came with its own set of challenges. The first was establishing credibility in a market dominated by larger players. While I had the technical expertise, convincing clients to trust a smaller, more personalized service firm took time. Networking, word-of-mouth referrals, and thought leadership through various publications, initially helped overcome this hurdle.
Another challenge was managing all aspects of the business – from client acquisition to the financial side of running a firm. Delegating certain responsibilities and leveraging technology for efficiency were key to finding a balance and ensuring the firm’s growth.” Safae Guennoun responded.
Impact Of AI – Redefining Businesses
We further asked, “How do you see technology, especially AI, impacting your industry? Are there any innovative practices you’re implementing?”
Safae Guennoun added, “Nowadays, staying on top of ever-changing tax regulations is crucial in the tax and any other industry. I invest a lot of time in continuous learning, attending specialized tax seminars, and keeping up with international tax frameworks. We also leverage advanced tax software and cloud-based tools to streamline operations and ensure accuracy in filings.
Technology, including AI, has been a game changer in automating routine tasks, allowing us to focus more on strategic advisory and client engagement. It also plays a key role in data security, which is a top priority for us as a tax firm.”
Envisioning The Future
Eager to understand Safae’s perspective on the future of the tax industry, we inquired, “What are your views on the future of the industry you’re associated with?”
Safae Guennoun shared, “The tax industry is undergoing significant transformation, and I believe the future holds exciting opportunities and challenges. One of the biggest changes is the increasing reliance on technology, particularly with the adoption of AI and automation in tax compliance and advisory services. While these tools can streamline operations and improve accuracy, I also see them as an opportunity for tax professionals to shift from routine tasks to more strategic roles, offering deeper advisory services that add real value to clients.
Another major trend is the continued complexity of tax regulations, due to globalization and digitalization. As businesses expand globally, navigating compliance will become more challenging. Boutique firms like The Tax Point, with specialized expertise, will play a vital role in providing tailored advice. Additionally, sustainability and environmental regulations are starting to intersect with tax policy, and I expect this to grow. To remain competitive, businesses and individuals will require personalized, expert tax guidance, necessitating adaptability, ongoing learning, and a client-first approach.”
Message To Aspiring Professionals
Addressing the beginners in Safae’s field, we asked, “What advice would you give to aspiring entrepreneurs or leaders looking to make an impact in your industry?”
Safae Guennoun advised, “My advice is to trust one’s expertise but also be prepared to learn continuously – both about your field and about running a business. Entrepreneurship requires resilience and adaptability, especially in the early stages when you wear multiple hats. Build a network of mentors and industry contacts, as they will be invaluable resources.
Also, don’t shy away from embracing technology; it can significantly enhance your firm’s efficiency and client service capabilities. Lastly, focus on the long-term value you can provide to clients – building strong relationships and a reputation for reliability will set you apart.”
Striking A Perfect Balance
We ended the interview by asking, “How do you maintain a work-life balance while managing a business?”
Safae Guennoun concluded, “Maintaining a work-life balance as a business owner is a challenge, but I’ve found a few strategies that work for me. First, I make it a point to set clear boundaries. I’ve learned that it’s important to prioritize both business tasks and personal time, so I schedule my day with dedicated time for both. I also delegate where possible – trusting my team with responsibilities has been a game-changer in allowing me to step back when needed.
In addition, to maximize productivity, I leverage technology for task management and client communication. However, I also prioritize presence and focus, ensuring I’m fully engaged in every moment – whether meeting with clients or spending time with loved ones. This balanced approach allows me to nurture both my personal and professional life, guaranteeing each receives the attention it deserves. Lastly, I’ve learned that it’s okay to ask for help, whether that’s from a mentor, a business partner, or even friends and family. Running a business is demanding but having a support system allows me to recharge and come back to work with fresh energy and focus.”
Follow Safae Guennoun on LinkedIn.
Find The Tax Point on LinkedIn and visit their website https://www.thetaxpoint.com
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