Recruiting the right franchisees has never been more important. In 2026, the strongest franchise networks aren’t necessarily those generating the highest number of enquiries – they’re the ones attracting motivated entrepreneurs who are genuinely ready to invest.
That’s where BusinessesForSale.com comes in. For decades, our marketplace has helped franchise brands connect with serious prospective owners by putting their opportunities in front of people actively exploring business ownership.
One of those brands is TaxAssist. Founded in the UK, the accounting franchise has grown into an international network, with operations in Canada, Australia and the Republic of Ireland, alongside a developing presence in the United States.
At TaxAssist’s annual conference, held at the British Motor Museum in England, the team explained how BusinessesForSale.com has supported its franchise recruitment over many years. Although the event took place in the UK, the lessons it offers are just as valuable for South African franchisors looking to grow sustainable, high-quality franchise networks. They also shared their thoughts on the opportunities and challenges facing the accounting profession in 2026.
“We Wouldn’t Be Without BusinessesForSale.com”
“We’ve got BusinessesForSale.com at the heart of our marketing strategy,” says James Mattam, Group Director of Franchising. “People who are using the website are looking for serious opportunities, so we know the lead quality is good.”
For any franchisor, finding the right candidate is more valuable than attracting the highest number of enquiries. A long list of casual enquiries is far less useful than a smaller group of people with the experience, financial backing and commitment needed to build a successful business.
That’s why BusinessesForSale.com has remained a key part of TaxAssist’s recruitment strategy. “I would definitely recommend BusinessesForSale.com,” says James. “It has proven, year after year, to be a really good lead generator for us. It’s got the audience we want to be in front of to raise our profile. We wouldn’t be without it.”
A Buyer with Serious Intent
One franchisee we spoke to at the conference was Tosin Oluyemi (pictured above). Tosin first discovered TaxAssist through BusinessesForSale.com while searching for accounting practices to buy. “I was looking for accounting networks that can support my ambition,” he says. “Then I came across information about franchising on the site which was very helpful to me. That was how I found TaxAssist.”
Today, Tosin is a successful TaxAssist franchisee based in the East Glasgow region of Scotland. “What drew me to franchising was the existing brand, reputation and the support system that comes with it,” he says. “In terms of financing, technical knowledge and local knowledge, that’s really the kind of network that I want to be in.”
His experience demonstrates that franchise recruitment isn’t always about targeting people who are already searching for a franchise. Many entrepreneurs begin by exploring businesses for sale or investment opportunities before discovering that a franchise model better suits their ambitions.
That’s one of the strengths of BusinessesForSale.com. By showcasing franchises alongside businesses for sale, the platform helps brands reach entrepreneurs who might never have considered franchising until they found the right opportunity.
“BusinessesForSale.com has all the information you need,” says Tosin. “It should be a one-stop point to discover businesses to buy. Even things you didn’t know you were looking for.”
The Challenges and Opportunities of AI
The TaxAssist conference itself reflected the support network Tosin described. Franchisees came together to exchange ideas, discuss the challenges they face every day and take part in workshops designed to strengthen their skills. They also found time to enjoy canapés and explore the British Motor Museum’s impressive collection of classic cars – including the original DeLorean from Back to the Future, which, unfortunately, came with a strict no-filming policy.
For CEO Daren Moore, creating opportunities for franchisees to learn from one another is one of the greatest strengths of the network. “We love the opportunity to get people together in one room and share their experiences with each other,” he says. “It really feels like we’re part of something, and creates a sense of unity.”
When asked about the biggest challenge facing the accounting profession in 2026, Daren pointed to artificial intelligence. “The biggest challenges are around how we demystify AI, and change the view that it is an existential threat to accountants’ existence.” He also believes AI represents one of the industry’s biggest opportunities. “We just need to use it and grasp it in the right way,” he says.
James Mattam agrees. “Franchising and accounting are two of the most stable models out there. But there is still a lot of uncertainty around AI. The AI solutions are going to help people become better advisors, presenting solutions before they’ve even asked the question.”
While their comments focus on accounting, the same thinking applies across franchising. Prospective franchisees increasingly want to invest in brands that embrace innovation while continuing to provide strong support for their network.
What South African Franchisors Can Learn from TaxAssist
Selecting a franchise marketing partner should never be about chasing the biggest lead numbers. What’s far more important is reaching people with genuine commercial intent and introducing your brand to entrepreneurs who are actively considering business ownership.
TaxAssist’s experience demonstrates exactly that. Tosin wasn’t searching specifically for a TaxAssist franchise when he began his journey, but BusinessesForSale.com connected him with an opportunity that proved to be the right fit.
That’s an important lesson for South African franchisors. Some of your strongest future franchisees may not begin by searching for your brand at all. The challenge is making sure your opportunity is visible when they’re exploring the different routes into business ownership.
Although this case study comes from the UK, the recruitment principles are relevant wherever franchise brands are looking to grow. Whether you’re expanding an established network or recruiting your first franchisees in South Africa, BusinessesForSale.com can help connect your brand with serious entrepreneurs who are ready to invest.
To find out how BusinessesForSale.com could support your franchise recruitment strategy, discover our advertising opportunities for franchisors.