What is Counting Creators, and what does it actually do for MSPs?
Counting Creators is an MSP finance company that handles all outsourced finance functions — from mailbox management right through to compliance work. Founded by Heather McDonnell-Alford, it was deliberately built for the MSP space because MSP finances require a model-specific understanding that generic accountants simply don't have.
Niched by design — and within five months of launch
McDonnell-Alford didn't drift into the MSP space gradually. She niched Counting Creators into it within five months of starting the business, having originally planned to serve YouTubers and content creators.
The decision was deliberate: she saw a clear gap where MSP owners were being underserved by accountants who lacked sector knowledge. Rather than stay generalist, she moved quickly toward a community where she could make a genuine difference.
From niche firm to recognised voice in the MSP industry
Building the business was only part of the story. McDonnell-Alford also invested heavily in her personal brand — reportedly spending around 15 hours per week on LinkedIn in the early stages — which opened doors to speaking opportunities across major industry events.
Her speaking season opened at the MSP Show 2025 and closed with two stages at Pax8 Amsterdam. She has also spoken at IT Nation London, described as the biggest UK conference in the MSP and IT industry. This visibility, built through consistent presence on LinkedIn, is what brought her profile to the attention of the Athena Rebels Podcast — where she was their first ever external guest.
When you speak about something personally online, share the scar, not the wound. If you're still in the trauma, it's the other side.
Heather McDonnell-Alford — Owner, Counting Creators.
McDonnell-Alford founded Counting Creators to handle the full range of outsourced finance functions for MSPs, from day-to-day mailbox management through to compliance. She niched the business into the MSP space within five months of launch — a pivot from her original plan to serve YouTubers. She has since become a recognised voice in the MSP community, speaking at the MSP Show 2025, two stages at Pax8 Amsterdam, and IT Nation London. Her professional profile and speaking opportunities were built primarily through LinkedIn.
Key takeaways
- Counting Creators covers all outsourced finance functions for MSPs — from mailbox management to compliance work.
- The niche focus on MSPs is intentional: generic accountants treat revenue and costs as simple buckets, which isn't adequate for the MSP financial model.
- McDonnell-Alford niched into the MSP space within five months of starting the business, moving quickly on a market gap she clearly identified.
- She built her industry profile primarily through LinkedIn, which led directly to speaking slots at major events including the MSP Show 2025, Pax8 Amsterdam, and IT Nation London.