When it came to growing their team, Ember, the UK’s first all‑electric bus company, prioritised long‑term capability over quick fixes. Their decision to partner with ICAS is already making a real difference.
Head of Finance Kenneth Rocke CA (pictured left) chose a future‑focused approach when faced with the need to expand the team. Rather than bringing in a part‑time assistant, the UK’s first all‑electric intercity bus company opted to recruit a CA student.
The challenge
Ember identified the need to expand its finance team. While a short‑term solution, such as hiring a part‑time assistant to manage invoice processing, was an option, the business chose to take a more strategic approach.
With Ember’s long‑term vision in mind, the decision was made to invest in building capability within the team. By adopting a full‑stack, future‑focused approach, the company brought in a motivated graduate who could develop alongside the business.
The solution
Kenneth recognised an opportunity to support a student through ICAS but was unsure where to begin, despite being a CA himself. After researching the options online, he discovered ICAS’s Authorised Training Office (ATO) programme and began exploring how it could work for the business.
He said “I thought there must be a way for me to support a student through ICAS, but I didn’t really know where to start even though I’m a CA. So I went online and learned about the ATO programme”
After speaking with Jamie Ferguson, ICAS Business Development Manager, he gained a clear understanding of how the process could work for both Ember and the trainee. The conversation also gave him new insight into the flexibility of the updated syllabus and the structure of the programme, which allows employers to choose each quarter which course a student is enrolled in, an approach he saw as a real advantage.
What changed?
Within three months of that first conversation with ICAS, Ember had become an ATO.
The result was that Fin Davidson (pictured right) joined as Ember’s trainee, and he’s quickly stood out for his mindset and approach from day one.
Having grown up in a more technologically advanced era, he brings a strong digital fluency to the role, alongside a curiosity for new ways of working. Fin is particularly interested in using AI and exploring alternative technological solutions, and is comfortable experimenting and learning as he goes, even when his knowledge is still developing.
Benefits for other ATOs
After just over a year of first-hand experience helping to manage a CA trainee in the workplace, Kenneth can clearly see the benefits for other would-be ATOs. “When you blend classroom and online learning with day-to-day experience over that period of three years, which is intense, there is a clear value-add for businesses like Ember to take on an ICAS trainee,” he says.
He believes placing a qualified CA in the right role, with the right capabilities, can create significant efficiencies within an organisation.
While technology plays an important supporting role, the real foundation lies in the CA qualification itself.
That core technical and regulatory knowledge remains essential, even as technology continues to evolve and Ember is a fantastic working example of this.
Why ICAS and the CA qualification can help power growth
- Becoming an Authorised Training Office (ATO) with ICAS is simple and professional. You’ll have guidance at every step.
- Your trainees will benefit from flexible and well-organised learning that fits around your business needs.
- You’ll embed ethical leadership into your firm, building trust with clients and confidence in your team.
- From onboarding to ongoing queries, you’ll have access to caring expert help whenever you need it.
- By offering the ICAS CA qualification you’ll attract ambitious professionals and keep them engaged, shaping the next generation of business advisors.
