Technology and Trust: How Azets is Building the Agency of the Future
The accounting industry is in the midst of a technological upheaval that is challenging established truths. For Magnus Haugerud and Azets Hønefoss, it's not a question of if digitalization should happen, but how to best lead the way to create real value. Their journey, from a family-owned agency to part of a major Nordic player, shows how a deliberate approach to technology, combined with a willingness to change and strategic leadership, yields concrete results and positions them for the future.
From the Armed Forces to the Accounting Industry
"We have continuously digitalized our client services and are constantly looking at which tools can provide an enhanced customer experience," says Magnus Haugerud, department head of Azets Hønefoss. With responsibility for around 60 employees in payroll and accounting, he is building on a journey that started long before Saga Regnskap Hønefoss became part of Azets at the turn of the year. Haugerud's own background, with leadership experience from the Norwegian Armed Forces before he entered the accounting industry and took over the family business in 2017, has given him a unique perspective on structure, change management, and the importance of staying ahead of the curve.
An Industry in Change – Clients Demand More
"When I took over Saga, I saw that we had to modernize to be competitive. We had to adopt new technology and streamline our processes, both internally and towards our clients," he explains. This was not just a desire, but a necessity when facing an industry Haugerud describes as occasionally conservative.
"Many have stagnated a bit. There's a tradition of 'that's how we've always done it.' But the world around us is changing fast. Clients are becoming more aware, setting higher demands, and expecting modern, efficient solutions."
From Bookkeeper to Strategic Advisor
This is precisely why Azets Hønefoss has had a continuous focus on exploring and implementing tools that simplify daily work and create value. The goal is clear: to free up time from routine, manual work for more value-adding analysis and strategic advisory services. The accountant should not just be someone who enters numbers, but an indispensable partner for the client.
A concrete example where this philosophy has yielded clear results is in payment follow-up and collection. This was previously an area characterized by manual processes and occasional discomfort. By implementing Kravia as an integrated solution, first in conjunction with PowerOffice Go and now as a standard solution across Azets' platforms, they achieved significant efficiency gains.
Sending Invoices with a Keystroke
"The integration was crucial for us; being able to send overdue invoices directly from the accounting system with a single keystroke is a major simplification. Before, we had to export lists and follow up manually. Now, everything is automated, and we have a complete overview. It saves us an enormous amount of time and manual labor. Most importantly, it gives both us and our clients better control over liquidity – which is absolutely critical for any business," says Haugerud. He praises Kravia's commitment to development and its ability to challenge an established industry.
"They are good at integrations, show a willingness to introduce new functionality, and dare to challenge the status quo. We appreciate that."
However, success with digitalization is about more than just system selection. Haugerud is clear that leadership and culture are at least as important.
"The biggest obstacle is often attitudes, both internally and among clients. It takes an effort to change habits. You have to create a culture where it's okay to try and fail, where people are curious about new technology and share knowledge. It's about building confidence and showing that the rewards of change outweigh the risks."
Spearheading Digital Transformation
By combining clear leadership, a culture of curiosity and learning, and strategic technology partnerships, Azets Hønefoss has established itself as a spearhead in the industry's digital transformation. They are leading the way by demonstrating that a forward-leaning approach is not just a survival strategy, but the very key to growth, efficiency, and increased value creation for clients in the accounting industry of the future.