Ashfords has recently advised Ember Digital Limited and its major shareholders on its agreement to be acquired by Starling Bank, resulting in a seamless, end-to-end tax solution for businesses.
Ember, a London-based fintech tax solution co-founded by Daniel Hogan and Aaron Shaw, provides a comprehensive accounting and tax platform designed specifically for small businesses, freelancers and landlords. Its software automates bookkeeping, streamlines tax submissions and provides real-time insights into business performance, enabling owners to make faster and more informed decisions.
The team, led by corporate partner Sam Brown and supported by John Pindard, Ross Van de Velde, Rebecca French and Amelia Roe, also in the corporate team, provided end-to-end legal support on the transaction. The team advised Ember and its major shareholders throughout the process, helping to navigate a complex shareholder base and align management and investor interests.
With HMRC’s Making Tax Digital for Income Tax Self Assessment regulations coming into force in April 2026, Ember’s HMRC-recognised platform will play a critical role in helping hundreds of thousands of SMEs comply with new digital reporting obligations. Integrated into Starling Bank’s SME banking suite, the sale will enable Ember to deliver an end-to-end solution - from bank transactions through to HMRC submissions - giving business owners a seamless way to manage their finances in one place.
This acquisition marks Starling’s first acquisition since Fleet Mortgages in 2021.
Daniel Hogan, co-founder of Ember, commented:
“Selling a business is never a neat or easy conclusion – but this deal represents a major leap forward for our mission. We built Ember to take the pain out of accounting, and teaming up with Starling means we can do that at real scale. We’re incredibly grateful to the team at Ashfords, who have navigated us through the complexity of this transaction with clarity, commerciality and real care.”
Aaron Shaw, co-founder of Ember, added:
“This deal wouldn’t have been possible without the belief and support of so many people along the way. Our thanks to Sam Brown and the Ashfords team who’ve been exceptional from start to finish. Their deep understanding of founder and investor dynamics, combined with a calm and pragmatic approach, made all the difference.”
Sam Brown, corporate partner at Ashfords and lead adviser on the deal, said:
“It’s been a real privilege to support Dan, Aaron and the Ember team on this milestone transaction. They’ve built something that clearly resonates with small businesses - and Starling’s acquisition is a testament to both the product and the people behind it. This was a technically complex and strategically significant deal, and we’re proud to have played a part in bringing it to a successful close.”
Ashfords' corporate team supports businesses to deliver their strategies and growth plans across a range of corporate transactions, fundraisings, investments and exits, advising and negotiating on the legal aspects important for successful corporate activities for businesses and their investors.
For more information, please contact our corporate team.
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