Chartered Accountants in the UK: Services and Companies Guide

Choosing a chartered accountant in the UK isn’t just about filing returns on time. For many organisations, it shapes how clearly they understand their numbers, how confidently they plan ahead, and how well they manage risk as they grow. The right firm becomes part of the financial backbone of the business, not just a year-end necessity.

The UK market includes everything from long-established regional practices to national firms with specialist teams in audit, tax, and advisory. Some focus on owner-managed businesses. Others work closely with charities, regulated entities, or international groups. 

This guide brings together a selection of chartered accountant services companies operating across the UK. It is not a ranking. The aim is to provide practical context – outlining what these firms typically offer, who they support, and where their strengths tend to sit – so that businesses can make a measured, informed decision.

Acumon

Acumon is a UK firm of chartered accountants and statutory auditors providing a range of chartered accountant services to companies, charities and corporate groups. Their work sits within the UK regulatory framework and covers audit, accounts, tax and governance support as part of a broader accountancy practice.

They deliver statutory audit services to privately owned businesses, regulated entities and larger group structures. Audit engagements are carried out under International Standards on Auditing UK and follow a structured risk-based approach. The process is shaped around the size, sector and reporting requirements of each organisation.

Acumon is authorised to conduct Public Interest Entity audits in the UK. This allows them to act for listed companies and other entities subject to enhanced regulatory oversight, where additional supervision and stricter quality standards apply.

In addition to their UK registration, they also hold audit licences in several offshore financial centres, including the Cayman Islands, British Virgin Islands, Jersey and the Isle of Man. These registrations support international groups where UK companies form part of wider cross-border structures.

Where group reporting involves multiple jurisdictions, coordination can include consolidation, alignment of statutory accounts and oversight of local reporting obligations. They work with finance teams and boards to ensure compliance is managed consistently across entities.

Alongside audit, their chartered accountant services include statutory accounts preparation, tax compliance and advisory, payroll management and company secretarial support. This broader scope allows organisations to address reporting, governance and tax matters within one UK-based professional firm.

Chartered Accountant Capabilities

Acumon provides chartered accountant services across a range of organisational types and reporting environments.

These include:

• UK limited companies
• corporate groups and holding structures
• charities and not-for-profit organisations
• regulated entities
• UK subsidiaries of international groups
• owner-managed businesses

Services are delivered within the UK regulatory framework and aligned with statutory reporting and governance requirements.

Regulatory Framework and Professional Standards

As a firm of chartered accountants and statutory auditors, Acumon operates under UK professional and regulatory oversight.

This includes:

• UK statutory audit registration
• Public Interest Entity audit authorisation
• compliance with UK reporting standards
• adherence to professional conduct and independence requirements
• audit licences in selected offshore financial centres

These authorisations support organisations operating within regulated environments or across multiple jurisdictions.

Core Chartered Accountant Services

In addition to audit, the firm provides a range of professional accounting and advisory services.

These include:

• statutory accounts preparation
• tax compliance and advisory
• management accounts
• payroll administration
• company secretarial support
• financial reporting and governance advice

Services are structured to provide consistent reporting, regulatory compliance and practical financial oversight.

Supporting Businesses at Different Stages

Chartered accountant services are often engaged as organisations grow or encounter more complex reporting requirements.

Acumon works with businesses that are:

• preparing for their first statutory audit
• expanding into group structures
• seeking external investment
• operating across multiple jurisdictions
• formalising internal governance and reporting processes

Engagement at an early stage can help ensure that reporting systems and compliance procedures are aligned with UK regulatory expectations and future growth plans.

Contact Information

• Website: acumon.com
• E-mail: mail@acumon.com
• Address: 1-2 Craven Road, Ealing, London, W5 2UA, United Kingdom
• Phone: +44 (0)20 8567 3451

Fusion Accountants

Fusion Accountants operate as ICAEW regulated chartered accountants in London, working mainly with small and medium sized businesses. The firm combines compliance work with practical tax support and day to day accounting assistance. Services are structured around fixed monthly arrangements, which helps clients plan ongoing costs.

The practice works with startups, sole traders and growing companies in sectors such as ecommerce, construction and hospitality. Cloud accounting tools form part of the service model, alongside bookkeeping, reporting and tax compliance.

Key Highlights:

• ICAEW regulated practice
• Focus on SMEs and startups
• Cloud accounting implementation
• Dedicated accountant support

Services:

• Statutory accounts
• Management reporting
• Bookkeeping services
• VAT returns
• Corporation tax compliance
• Self assessment tax returns

Contact Information:

• Website: www.fusionaccountants.co.uk
• E-mail: info@fusionaccountants.co.uk
• Facebook: www.facebook.com/fusioncharteredaccountants
• Twitter: x.com/fusionaccountan
• LinkedIn: www.linkedin.com/company/fusion-accountants-ltd
• Address: Ground Floor 90, Long Acre, Covent Garden, London, WC2E 9RZ
• Phone: 020 8577 0200

THP Chartered Accountants

THP Chartered Accountants operate across London, Essex and Surrey, providing accountancy and tax services to businesses and individuals. The firm works with owner managed companies as well as private clients. Engagements often combine compliance requirements with ongoing advisory input.

Services include annual accounts, tax planning and business support. The practice also undertakes audit work and specialist assignments where required. In addition to reporting and tax compliance, the firm provides guidance on business structure and financial decision making.

Key Highlights:

• ICAEW registered audit firm
• Multiple offices in the South East
• Work with businesses and individuals
• Audit and advisory capability

Services:

• Annual accounts preparation
• Audit services
• Management accounts
• Payroll outsourcing

Contact Information:

• Website: www.thp.co.uk
• E-mail: wanstead@thp.co.uk
• Facebook: www.facebook.com/thplimited
• LinkedIn: www.linkedin.com/company/thp-limited
• Address: 34-40 High Street, Wanstead, London, E11 2RJ
• Phone: 020 8989 5147

Mercer & Hole

Mercer & Hole is an independent UK firm of chartered accountants with offices in London and the South East. The practice advises businesses, charities and private clients, covering both compliance and advisory matters. Work is delivered within UK regulatory standards.

The firm supports domestic and cross border requirements through international affiliations. Services extend beyond core accounts preparation to include corporate advisory and financial planning. This structure allows clients to address business and personal financial matters within one firm.

Key Highlights:

• Independent UK chartered accountancy firm
• Offices in London and surrounding regions
• International network affiliation
• Regulated by ICAEW
• Advises businesses and private clients

Services:

• Statutory accounts
• Corporate and business tax
• Private client tax services
• Corporate finance advisory
• Financial planning
• Probate and executor services
• Forensic accounting support

Contact Information:

• Website: www.mercerhole.co.uk
• E-mail: london@mercerhole.co.uk
• Facebook: www.facebook.com/100067536078183
• LinkedIn: www.linkedin.com/company/mercer-&-hole
• Instagram: www.instagram.com/mercerhole
• Address: 3 Lombard Street, London, EC3V 9AA
• Phone: +44 (0)20 7236 2601

Price Bailey

Price Bailey operates as a UK firm of chartered accountants providing audit, tax and advisory services to businesses and private clients. Work is delivered across a range of industries, including charities, property, financial services and technology. The firm combines compliance services with corporate finance and restructuring support.

Alongside statutory accounts and audit work, services extend to outsourcing, group structuring and valuations. Support is also available for private client matters such as tax, probate and estate planning.

Key Highlights:

• UK chartered accountancy firm
• Audit and assurance capability
• Work across multiple industry sectors
• International network affiliation

Services:

• Statutory audit and assurance
• Accounting and outsourcing
• Corporate finance advisory
• Business valuations
• Tax compliance and planning
• Insolvency and recovery
• Group structuring
• Probate and estate support

Contact Information:

• Website: www.pricebailey.co.uk
• E-mail: web.enquiry@pricebailey.co.uk
• Facebook: www.facebook.com/PriceBaileyLLP
• Twitter: x.com/price_bailey
• LinkedIn: www.linkedin.com/company/price-bailey
• Instagram: www.instagram.com/pbpeople
• Address: 14 David Mews, London, W1U 6EQ
• Phone: 0800 434 6460

Ross McKinley Accountants

Ross McKinley Accountants operate as chartered accountants in London, working with businesses of varying sizes. Services cover accounting, tax and VAT matters within a compliance focused framework. The firm supports both business owners and individuals with day to day financial management.

Core work includes accounts preparation, tax returns and bookkeeping. VAT consultancy forms part of the offering, alongside payroll and advisory support. The practice also assists startups and growing companies with financial planning and reporting requirements.

Key Highlights:

• Chartered accountants based in London
• Support for companies and individuals
• VAT consultancy services
• Accounting and tax compliance focus

Services:

• Annual accounts
• Bookkeeping
• Corporation tax
• Self assessment tax returns
• Tax advisory

Contact Information:

• Website: rossmckinley.com
• E-mail: accounts@rossmckinley.com
• Facebook: www.facebook.com/rossmckinleyaccountantsltd
• Twitter: x.com/rossmckinleyltd
• LinkedIn: www.linkedin.com/company/rossmckinley
• Instagram: www.instagram.com/rossmckinleyaccountantsltd
• Address: CEME Business Centre Unit 2 , Rainham, RM13 8EU , United Kingdom
• Phone: 02038921703

Hayward Wright

Hayward Wright is a UK chartered accountancy and business advisory practice with offices in the Midlands. Services are provided to owner managed businesses, start ups and established SMEs. Work is delivered both locally and through online accounting support.

The practice covers accounts, tax, payroll and VAT, alongside advisory and corporate finance services. Support often includes management reporting and guidance on business planning. Sector coverage spans retail, professional services and other small business environments.

Key Highlights:

• Chartered accountants and business advisers
• Offices across the Midlands
• Support for SMEs and start ups
• Corporate finance capability

Services:

• Year end accounts
• Management accounts
• Bookkeeping
• Business advisory

Contact Information:

• Website: www.haywardwright.co.uk
• E-mail: mail@haywardwright.co.uk
• Facebook: www.facebook.com/haywardwrightltd
• LinkedIn: www.linkedin.com/company/hayward-wright
• Address: 4 Clews Road, Redditch, Worcestershire, B98 7ST
• Phone: 01527 69321

TLC Chartered Accountants

TLC Chartered Accountants operate as an independent firm based in Essex and Suffolk. The practice provides accounting, bookkeeping and tax services to local businesses. Work is described as tailored to client needs, with services adjusted as businesses grow or change direction.

Support includes day to day bookkeeping, payroll and VAT, alongside taxation services and Construction Industry Scheme matters. The firm works with small businesses that require ongoing compliance and general financial oversight.

Key Highlights:

• Independent firm based in Essex and Suffolk
• Work with small and local businesses
• Bookkeeping and payroll support
• VAT and CIS services

Services:

• Accounting services
• Bookkeeping
• Payroll
• VAT returns
• Construction Industry Scheme support
• Taxation services

Contact Information:

• Website: www.tlccharteredaccountants.co.uk
• E-mail: admin@tlccharteredaccountants.co.uk
• Facebook: www.facebook.com/TLC.TracyLee
• Instagram: www.instagram.com/tlccharteredaccountants
• Address: 15 Faraday Close, Gorse Lane Industrial Estate, Clacton on Sea, Essex, CO15 4TR
• Phone: 01255 436000

ASK Accountants

ASK Accountants operate from London as chartered accountants supporting small businesses and individuals across the UK. Services combine accounting, tax advisory and business support within a compliance focused structure. The firm positions its work around practical financial management for owner managed companies.

Core areas include accounts preparation, self assessment and tax planning. Cloud accounting and CIS claims also form part of the service range. Support is aimed at simplifying routine financial processes while addressing tax obligations and reporting requirements.

Key Highlights:

• Chartered accountants based in London
• Focus on small business accounting
• Cloud accounting support

Services:

• Accounts and tax services
• Self assessment tax returns
• Tax planning
• CIS claims and refunds
• Business advice

Contact Information:

• Website: askaccountantsukltd.co.uk
• E-mail: info@askaccountantsukltd.co.uk
• Facebook: www.facebook.com/61564994266550
• Twitter: x.com/Askaccountant1
• LinkedIn: www.linkedin.com/company/ask-accountants-uk-ltd
• Address: 178 Merton High St, London SW19 1AY
• Phone: +44(0)20 8543 1991

Smooth Accounting

Smooth Accounting operates as a chartered accounting firm supporting businesses and individuals in Hampshire and beyond. The practice works with small to medium sized enterprises, limited companies and sole traders. Services are delivered through both traditional accountancy work and cloud based systems.

The firm provides accounts preparation, VAT services and payroll management, alongside bookkeeping and landlord accounting. Support extends to limited company compliance and small business reporting. Work is structured around ongoing retainers rather than one off engagements.

Key Highlights:

• Chartered accounting firm
• Focus on small and medium sized businesses
• Cloud accounting capability
• Support for landlords and limited companies
• Offices in Hampshire

Services:

• Annual accounts
• Bookkeeping
• VAT services
• Limited company accounting
• Self employed tax returns
• Landlord accounting

Contact Information:

• Website: smoothaccounting.co.uk
• LinkedIn: www.linkedin.com/company/smoothaccounting
• Instagram: www.instagram.com/smoothaccounting
• Address: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ
• Phone: 02392 982123

Stewart & Co

Stewart & Co are chartered accountants and business advisors based in Surrey, supporting clients across the Home Counties and further afield. The practice has a long established presence and works with individuals, owner managed businesses, charities and larger corporate groups.

Alongside compliance work, Stewart & Co provide cloud accounting and wealth management services. Audit engagements, payroll and statutory reporting form part of the core offering. The firm also works with specialised sectors such as charities and professional partnerships.

Key Highlights:

• Accounts and audit services
• Tax advisory and compliance support
• Cloud and outsourced accounting
• Wealth management services

Services:

• Statutory accounts preparation
• Audit engagements
• Corporate and personal tax
• Payroll services
• Outsourced finance function
• Cloud accounting support
• Wealth management

Contact Information:

• Website: www.stewartco.co.uk
• E-mail: enquiries@stewartco.co.uk
• Facebook: www.facebook.com/StewartCoAccountants
• Twitter: x.com/stewartandco
• LinkedIn: www.linkedin.com/company/stewart-&-co
• Address: Knoll House, Knoll Road, Camberley, Surrey, GU15 3SY
• Phone: 01276 61203

James Todd & Co

James Todd & Co are chartered accountants and registered auditors with offices in West Sussex and Hampshire. The firm supports growth focused businesses across London and the South East. Work combines financial compliance, audit and bookkeeping with regular management reporting and advisory input.

James Todd & Co also provide tax planning, corporate finance and sector specific support. Services extend to start ups and established companies, including charities, construction, healthcare, property and technology businesses. Cloud accounting systems such as Xero and Sage are integrated into day to day reporting and financial management.

Key Highlights:

• Chartered accountants and registered auditors
• Offices in Chichester and Fareham
• Audit and financial reporting services
• Management accounts and advisory support
• Experience across multiple industry sectors

Services:

• Audit and statutory reporting
• Tax planning and compliance
• Management accounts
• Corporate finance
• Business start up support
• Cloud accounting systems

Contact Information:

• Website: www.jamestoddandco.co.uk
• E-mail: info@jamestoddandco.co.uk
• Facebook: www.facebook.com/jamestoddandco
• Twitter: x.com/JamesToddCo
• LinkedIn: www.linkedin.com/company/james-todd-&-co-accountants
• Instagram: www.instagram.com/jamestoddandco_accountants
• Address: Drayton House, Drayton Ln, Chichester, West Sussex, PO20 2EW
• Phone: 01243 776938

Perrys

Perrys operate as chartered accountants with offices in London and several locations across Kent. The firm works with businesses at different stages, from start up through to sale or succession. Services include accounting, tax and audit, alongside sector specific advice.

The practice also supports property investors, legal professionals, charities and hospitality businesses. In addition to core accountancy services, Perrys provide inheritance tax planning, wills and probate work, and Construction Industry Scheme support.

Key Highlights:

• Chartered accountants in London and Kent
• Multiple branch locations
• Audit and tax services
• Making Tax Digital support

Services:

• Accounting services
• Audit
• Corporate and personal tax
• Inheritance tax planning
• Making Tax Digital compliance

Contact Information:

• Website: perrysaccountants.co.uk
• Facebook: www.facebook.com/perryscharteredaccountants
• Twitter: x.com/PerrysAccs
• LinkedIn: www.linkedin.com/company/perrys
• Address: 4th Floor, 399-401 Strand, London, WC2R 0LT
• Phone: 020 7408 4442

Ross + Partners

Ross + Partners provide chartered accounting services to UK businesses across a range of sectors. The firm supports clients with annual accounts preparation, audit, and company secretarial responsibilities. Their work is structured around helping organisations meet statutory obligations while keeping financial reporting clear and properly maintained internally.

Management accounts form part of the ongoing service, with monthly or quarterly reporting and KPI tracking. Audit work includes statutory audits where required, as well as voluntary audits for businesses seeking additional assurance. Company secretarial support extends to maintaining registers, filing returns and handling share documentation.

Key Highlights:

• Chartered accounting services in Beaconsfield
• Annual accounts and audit support
• Management accounts reporting
• Company secretarial services

Services:

• Annual accounts preparation
• Statutory and voluntary audit
• Management accounts
• KPI and variance reporting
• Company secretarial compliance

Contact Information:

• Website: rosspartners.co.uk
• E-mail: info@rosspartners.co.uk
• Address: Suite 1B1, Argyle House, Joel Street, Northwood Hills, HA6 1NW
• Phone: 020 8449 0011

Glazers

Glazers operate as chartered accountants, auditors, tax advisers and business consultants based in North London. The firm works with owner managed businesses, start ups, small to medium sized companies and UK subsidiaries of overseas groups. Services combine compliance work with advisory input.

Audit and accounting services sit alongside payroll and tax planning. Personal clients are also supported with tax matters. The practice covers both business and individual needs, with experience in cross border situations where UK subsidiaries are involved.

Key Highlights:

• Chartered accountants in North London
• Audit and accounting services
• Support for owner managed businesses
• Experience with UK subsidiaries of foreign companies
• Personal tax advisory

Services:

• Audit and assurance
• Statutory accounts
• Business tax compliance
• Personal tax planning
• Payroll services
• Financial advisory support

Contact Information:

• Website: www.glazers.co.uk
• E-mail: quality@glazers.co.uk
• Twitter: x.com/GlazersLondon
• LinkedIn: www.linkedin.com/company/glazers-chartered-accountants
• Address: 843 Finchley Road, London, NW11 8NA
• Phone: 020 8458 7427

Westcotts

Westcotts are chartered accountants and business advisers operating across the South West. The firm provides audit, accounting, tax and advisory services to a wide range of sectors. Work spans small businesses, larger organisations and specialist industries such as agriculture, charities and professional practices.

Accounting and compliance services include bookkeeping, forecasting and management accounts. Audit and assurance engagements are partner led and tailored to organisational requirements. In addition to core chartered accountancy services, Westcotts also provide payroll, digital accounting support, financial planning and business recovery advice.

Key Highlights:

• Audit and assurance services
• Accounting and compliance support
• Sector focused expertise
• Digital accounting and payroll services

Services:

• Audit and assurance
• Bookkeeping and management accounts
• Business and personal tax
• Financial planning
• Business recovery and insolvency advisory

Contact Information:

• Website: westcotts.uk
• E-mail: exeter@westcotts.uk
• Facebook: www.facebook.com/WestcottsUK
• Twitter: x.com/westcottsUK
• LinkedIn: www.linkedin.com/company/westcottsuk
• Instagram: www.instagram.com/westcottsuk
• Address: 26-28 Southernhay East, Exeter, Devon, EX1 1NS
• Phone: 01392 288555

Howlader & Co

Howlader & Co are chartered accountants and tax advisers based in London. The firm works with a broad mix of clients including startups, small businesses, limited companies and charities. Services focus on annual accounts, tax compliance and day to day financial management.

Support also includes payroll, bookkeeping and company formations. Enterprise Investment Scheme guidance and company restoration sit within the wider offering. Work is structured around helping businesses meet HMRC and Companies House obligations while keeping financial reporting in order.

Key Highlights:

• Chartered accountants and tax advisers in London
• Annual accounts and tax compliance
• Support for startups and small businesses
• Bookkeeping and payroll services
• Company formation assistance

Services:

• Annual accounts preparation
• Corporation tax and personal tax returns
• Onsite and offsite bookkeeping
• Startup and LLP formation
• Enterprise Investment Scheme support
• Company restoration

Contact Information:

• Website: howladerandco.com
• Facebook: www.facebook.com/HowladerandCo
• Twitter: x.com/howladerandco
• LinkedIn: www.linkedin.com/company/howlader-&-co
• Address: Suite 1, 56 Leman St, Whitechapel, London E1 8EU
• Phone: 020 7488 3614 

Oasis Accountants

Oasis Accountants operate from Chiswick and support clients across London. The firm provides chartered accountancy and tax services to individuals, landlords and businesses. Work covers both routine compliance and ongoing financial management.

Services include management accounts, company accounts and VAT. Property tax and landlord accounting form a key part of the practice. Cloud based systems are used to handle bookkeeping and reporting, with software such as Xero and Capium integrated into day to day processes.

Key Highlights:

• Chartered accountants in London
• Business and individual accounting
• Property and landlord tax support
• Cloud accounting systems

Services:

• Company accounts
• Bookkeeping
• Management accounts
• Corporation tax
• Personal tax planning

Contact Information:

• Website: oasisaccountants.co.uk
• E-mail: hello@oasisaccountants.co.uk
• Facebook: www.facebook.com/OasisAccountants
• Twitter: x.com/oasisaccounts
• LinkedIn: www.linkedin.com/company/oasisaccountants
• Instagram: www.instagram.com/oasis_accountant
• Address: Office Gold, Building 7, Floor 5, 566 Chiswick High Road, Chiswick Business Park, London, W4 5YG
• Phone: 0203 818 9530

Lanop Business & Tax Advisors

Lanop Business & Tax Advisors provide accounting and tax services to sole traders, contractors and limited companies across the UK. The firm works with startups and established businesses, offering structured compliance support and advisory input.

Services include bookkeeping, payroll and self assessment, alongside corporation tax and VAT. Cloud accounting platforms such as Xero and QuickBooks are part of the reporting framework. Cross border tax and UK GCC related matters are also covered within the advisory scope.

Key Highlights:

• Chartered accountants and tax advisers
• Support for sole traders and limited companies
• Contractor and landlord accounting
• Bookkeeping and payroll outsourcing
• Cloud accounting platforms

Services:

• Limited company accounts
• Self assessment tax returns
• Corporation tax
• VAT returns
• Bookkeeping services
• Tax planning
• Virtual finance director support

Contact Information:

• Website: lanop.co.uk
• E-mail: inquiries@lanop.co.uk
• Facebook: www.facebook.com/lanop
• LinkedIn: www.linkedin.com/company/lanop-accountants
• Instagram: www.instagram.com/lanop.uk
• Address: 389 Upper Richmond Rd, London SW15 5QL, UK
• Phone: 0208 392 9375

BNW Accountants

BNW Accountants operate as a UK based chartered accountancy firm supporting small businesses and individuals. The practice provides fixed fee accounting services, covering company accounts, tax returns and VAT compliance. Work is structured around routine reporting and statutory obligations rather than complex advisory mandates.

Clients include contractors, freelancers, landlords and startups. Services focus on corporation tax, self assessment and ongoing bookkeeping. The firm also assists businesses that wish to switch accountants, with onboarding handled as part of the process.

Key Highlights:

• UK based chartered accountancy firm
• Fixed fee accounting packages
• Corporation tax and VAT compliance

Services:

• Company accounts preparation
• Corporation tax returns
• Self assessment tax returns
• Accounting for startups
• Accountant switching assistance

Contact Information:

• Website: www.bnwaccountants.co.uk
• E-mail: info@bnwaccountants.co.uk
• LinkedIn: www.linkedin.com/company/bnw-accountants-ltd
• Instagram: www.instagram.com/bnwaccountants
• Address: 9105 Access House, 141 Morden Road, Mitcham, CR4 4DG
• Phone: 0208 648 0800

Conclusion

Choosing a chartered accountant in the UK is rarely just about fees or location. Most organisations start with scope. Do they need statutory audit, ongoing compliance support, or a broader finance function that includes tax and reporting? Clarity at this stage tends to narrow the field quickly.

From there, the decision usually comes down to experience and fit. Some firms focus on owner managed businesses. Others work with charities, regulated entities or international groups. An internal audit or statutory audit provider should be able to explain approach, standards applied and how communication will work in practice. Structure and process matter more than marketing language.

This guide has set out a cross section of chartered accountant services companies operating in the UK. The intention is not to rank firms, but to provide context so organisations can make an informed comparison. For consistency, future pieces in this series may benefit from a similar structure. That keeps analysis focused and avoids repetition, making review and comparison more straightforward across the board.