Starting and sustaining a small or medium enterprise is not an easy task. In the early stages of business, many entrepreneurs have to fill multiple roles, including sales, daily operations, marketing, as well as advisory and accounting.
Accounting and advisory can take up a huge bulk of your time, taking you away from focusing on running your business. Fortunately, E’lique Advisory provides solutions to SMEs for accounting and tax services.
In this article, we profile the multi-award-winning founder and CEO of E’lique Advisory to highlight her journey in providing effective services for SMEs.
Loss Turned Into Purpose
The birth of E’lique Advisory stems from Lornelle’s painful loss of her younger sister in a car accident. “It felt like the world had stopped. But in that darkness, I knew I had to build something that would matter.”
Lornelle used the skills she had developed over the years of experience in the finance industry, particularly as an AGA(SA) registered with SAICA, to start her business.
Empowering Clients Through Education
For many entrepreneurs, tax and accounting feel like distant, complex concepts. Many even make the mistake of avoiding it due to it seeming like a complex topic. There is a huge need for accounting and tax education for South African entrepreneurs.
The lack of efficient accounting systems is holding many SMEs back from thriving and accessing funding. “Before we onboard any client, we offer one-on-one consultations to walk them through the fundamentals, accounting, compliance, and what it takes to run a financially healthy business,” says Lornelle.
She continues to explain that rather than offering transactional services, the firm prioritises alignment, clarity, and long-term value. This approach means not every consultation leads to a deal, and that’s intentional.
Optimising Data Through Tech
In an age where SMEs must move fast, technology is no longer optional; it’s a competitive advantage that allows businesses to streamline their business operations. “At E’lique, we’ve embedded cloud technology into our core operations to ensure our clients are equipped for the future,” she says.
Cloud technology allows businesses to accurately track finances through real-time data processing, as well as automated tools that make scaling possible. Cloud computing not only helps businesses keep up with compliance regulations but also allows them to make data-driven decisions. Hence, businesses like E’lique Advisory are crucial in helping SMEs grow.
A First-Generation, Self-Funded Business
As a first-generation entrepreneur, Lornelle faced a range of challenges. From navigating the journey with no guidance to making recruitment mistakes. “There was no blueprint or roadmap to follow; I had to navigate uncharted territory, make mistakes, and learn along the way. One of the most difficult and costly lessons has been hiring the wrong people,” she says.
Talent decisions have a significant impact on the culture and direction of a business. If you hire the wrong people, they can intentionally or unintentionally run your business to the ground. Today’s founder has learned to be intentional and value-driven in how she builds her team.
Unlike some startups, E’lique was fully bootstrapped. “I started by investing my savings while still working full-time in corporate. I ran E’lique as a side hustle and reinvested every rand we made.”
She continues to explain that she faced many other problems as a bootstrapped business, such as cash flow issues and understanding how to build a financially sustainable business while investing in growth. “Each of these experiences, while difficult, has shaped me into the leader I am today. I’m grateful for the lessons because they’ve not only refined my vision but also clarified the kind of culture and team we’re building at E’lique.”
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Leading the Future of Accounting
Lornelle aims to continue to evolve from a traditional accounting and tax firm into a broader, innovation-led advisory firm, one that supports small and medium-sized businesses through finance, tax, digital transformation, data, risk, and sustainability services.
She says, “Over the next five years, our focus will be on global expansion and strategic repositioning. We envision E’lique becoming a leading global advisory firm for SMEs, delivering high-impact, tech-enabled solutions that help entrepreneurs build sustainable, future-fit businesses.”
