Meet Jeri Williams, a British chartered accountant-turned-CEO who has quickly made her mark in Dubai since her relocation in 2022. At 41 years old, Jeri is the driving force behind Smooth Dubai, a company that specializes in company formation, tax, and accounting services. This venture was sparked by the growing need for guidance among expats looking to establish their lives and businesses in this bustling city. In her own words, Jeri reflects on her journey to financial independence and the principles that shape her approach to money.
If you had to use one word to describe money, what would it be?
Jeri confidently states that the word is “Freedom.” This notion encapsulates her belief that financial stability allows individuals to pursue their passions and live life on their own terms.
If you had to write a letter to money, what would you say?
In a heartfelt message, she writes, “Dear Money, thank you for showing me what is possible. Thank you for allowing me to take care of my family. I promise to put the effort in to enjoy the rewards.” This letter reveals Jeri’s appreciation for the role money plays in her life—a tool that enables her to provide for her loved ones while pursuing her dreams.
How would you describe your relationship with money?
“I love money; it’s given me a life I could only ever have dreamed of,” Jeri shares. Her relationship with money is not merely transactional; it’s an integral part of her life experience, contributing to her personal and professional fulfillment.
How do you think this relationship was formed?
Reflecting on her upbringing, Jeri explains, “When we were growing up, we didn’t have much money. My mum raised us on her own and she worked really hard just to make ends meet.” This backdrop instilled in her a strong work ethic and the understanding that hard work is essential for achieving financial goals.
What lessons about money management did you learn from your mother?
Jeri attributes many of her financial philosophies to her mother, who taught her that “family is more important than anything, including money.” This principle emphasizes being content with what one has and recognizing that wealth is not just about material possessions.
Who do you speak to about money matters, and is it something you consider ‘taboo’?
While Jeri discusses financial topics openly with her husband and close friends, she recognizes a cultural difference. “In the UK, it is very taboo,” she comments, contrasting it with the more open atmosphere in Dubai, where people seem eager to share knowledge and support each other’s financial ventures.
Who has taught you the most about financial management?
Jeri prides herself on being self-taught. “I studied for seven years to become a chartered accountant and ran my own accounting firms in the UK and the UAE,” she says, highlighting her dedication to mastering the intricacies of financial management.
What has been the most profound experience you’ve had so far in relation to money, and what has it taught you?
Jeri recalls her financial struggles in her early 20s and the pivotal moment when she met her husband. His prudent saving habits inspired her to rethink her own approach to money management. “It made me realize I needed to do better,” she emphasizes.
How has living in the UAE changed your relationship with money?
Living in Dubai has significantly influenced Jeri’s view of money. “It’s not just cash; it’s a tool that fuels creativity,” she explains. The fast-paced environment of Dubai encourages her to think strategically and embrace global opportunities, ultimately transforming how she handles her finances.
If you could give your child or younger self one piece of advice about money, what would that be and why?
Her advice is straightforward: “Invest from the age of 18; I started much too late.” This guidance underscores the importance of early financial planning and the long-term benefits of compounding investments.
What do you value spending money on?
Jeri prioritizes spending on experiences rather than possessions. “Traveling, creating memories with my children, and looking after my mum” are what she values most, reflecting her belief in spending that enriches life.
Do you long-term plan your finances?
Absolutely! Jeri actively focuses on investing, pensions, and building her business assets. “Running multiple businesses across different continents diversifies income streams, reducing risk and helping me plan for the future,” she explains, showcasing her strategic approach to financial management.
What is your long-term goal that is pegged to your finances?
Her aspirations are clear: “To be able to pay off my mortgage and own our dream home in Dubai, as well as in the UK, which we already have.” This goal reflects not only financial ambition but also a desire for stability and belonging.
How much do you save each month?
Jeri saves approximately 15-20% of her income, showcasing her commitment to financial discipline and planning for the future.
How much do you plan to have by the time you are 65?
With her ambitious mindset, Jeri aims to achieve a net worth of around £20 million (Dh99 million) by age 65—a testament to her drive and financial acumen.
