Speaking Taxes in Their Own Language – Ausra Sajonaite on Building Trust and Business

Ausra Sajonaite, founder and heart of A.S. Biz Empire, doesn’t just run an accountancy firm — she has built a movement around trust, education, and helping others grow their businesses the right way. With two decades of hands-on experience, multiple degrees, and a reputation for turning challenges into opportunities, Ausra has transformed her career from a single tax return to a multilingual coaching and consulting brand.

Today, Ausra talks about her journey from Lithuania to the UK, how she built her company from the ground up, and why people like to speak taxes in their own language.

You moved to the UK in 2003 — how did it all begin?

I came from Lithuania to join my boyfriend — now husband — who was already living here. I had a good job in accounting back home, and I did not really plan to stay. I did not speak a word of English; I studied German in school. Like many immigrants, I started out cleaning houses. But very quickly I realized: this was definitely not the life I wanted. I told myself, “I’m either going to study or I’m going back home.” That’s when everything changed.

I started learning English, but my pregnancy paused everything. Still, I used that time to immerse myself — British TV, books with vocabulary lists. After my son was born, I switched to business studies to build up my vocabulary, then went straight into accounting.

You already had an accounting qualification from Lithuania. Why study it again?

True, I had an NVQ-equivalent diploma (National Vocational Qualification), but I needed something local to get a job here. So I did the AAT (accounting technician level qualification) course in college, got my first job as an accounts administrator, and was soon promoted. After that, I decided to pursue a bachelor’s degree and later a master’s — I completed both at Brighton University. People — mostly from my husband’s network in construction — started asking me to help with their taxes. And that’s when I thought: why not open my own business?

So you started your firm just like that? How did you build loyalty in your team?

Pretty much! I opened my company in 2009 and asked my boss at the time to become my first client — and he is still my client today, 16 years later. My early clients were mostly Russian and Lithuanian speakers. I realized something simple but powerful: people like to speak taxes in their own language. When it comes to financial documents, clarity is everything — and speaking to someone who understands your language and culture makes a huge difference.

Talking about my team, I treat people like people. I don’t yell, I don’t blame — I take responsibility. If someone makes a mistake, I treat it as an expensive training, not a failure. That mindset created loyalty. Most of my team has stayed with me for years. We celebrate wins, drink champagne, and I don't even need to post job ads — one Instagram story and I’ve got candidates.

How did A.S. Biz Empire evolve from a small accounting practice to what it is today?

Initially, we were ASV Accountancy, but as I started business coaching, I realized I needed a broader brand. So I renamed it A.S. Biz Empire — because I wasn’t just helping people file taxes; I was helping them build empires. Today we offer accounting, business coaching, startup guidance, and consulting.

Looking back, what’s been your biggest entrepreneurial challenge?

Hiring. Deciding when and who to hire, managing salaries when cash flow is tight — that was tough. You can’t tell your team, “Sorry, the client didn’t pay me.” You take the hit. But once I understood that, I took control. Today, I run the business, not the other way around.

And you’re also a business coach now. What inspired that shift?

It happened naturally. I’d been advising clients for years — not just on taxes, but on strategy, pricing, growth. I finally realized I should formalize it and monetize it. I studied coaching, launched my 12-week group program, and focused on startups. Why? Because they’re open-minded and eager to learn. They haven’t developed bad habits yet, and I love helping them build the right foundation.

What is your business philosophy?

It is pretty much simple: do what you do best, and delegate the rest. If you’re a great baker, go bake five cakes. Don’t spend three days doing your own accounts. Your time is your most valuable asset. And the right professional can save you years of costly mistakes.

Today, Ausra Sajonaite is recognized as one of the UK’s leading accounting experts, blending deep technical knowledge with an instinct for practical business solutions. Based in Oxted, England, she helms a thriving firm while also serving as a sought-after coach and mentor to companies nationwide. Whether guiding startups or established enterprises, Ausra’s experience and empathetic approach have made her a go-to authority in the financial and business spheres.