For ambitious UK-based professional services firms, Australia represents a land of serious opportunity. Yet despite strong historical, cultural and economic ties between the two nations, many firms approach expansion into Australia making assumptions that simply don’t translate, says Bree Back. It can easily become a missed opportunity
The reality is that Australia is not a ‘mini UK’, so succeeding here requires a smart, well-considered approach tailored to its unique market.
Australia’s economy is the 13th largest in the world, with GDP forecast to grow steadily at 2.5% per annum over the next five years (OECD, 2024). The professional services sector: legal, accounting, consulting, and engineering services is particularly robust, contributing over $300 billion annually to the economy (Australian Bureau of Statistics, 2024). As Australia’s corporate landscape globalises and infrastructure investment booms, demand for high-quality professional services is accelerating.
The opportunity for UK firms is clear: Australia’s market is wealthy, stable and craving niche expertise. But competition here is fierce, and reputations are hard won.
Why you can’t just ‘copy and paste’ a UK strategy
A common mistake made is believing that success in London or Manchester automatically guarantees the same outcome in Sydney or Melbourne.
In reality, Australia’s business environment, client expectations and even buying cycles are different. Australians value relationships deeply and are more resistant to a ‘hard sell’. Trust and credibility must be built over time through networking, referrals, and visible local commitment.
In addition, while Australia is an English-speaking country, it operates under a distinct set of regulatory, cultural, and commercial norms. Legal practice rules and data privacy laws differ significantly, making compliance a non-negotiable priority.
On top of that, firms need to account for structural differences such as the July–June financial year, the calendar-aligned school year and the widespread business slowdown during January – when it feels like most of Australia logs off to enjoy the summer.
Effective marketing, business development and employer branding strategies must be adapted for an Australian audience that values directness, clarity and a healthy dose of humility.
From outsider to insider: The impact of a ‘boots on the ground’ local partner
Having an experienced professional on the ground dramatically increases the speed and success of market entry and ensures that firms can build a credible, connected presence from day one.
When you have a trusted local advisor embedded in the market, someone who knows the unwritten rules and has the right networks, expansion becomes not just possible, but profitable. By adapting messaging to emphasise local relevance, engaging with community sponsorships, and refining client engagement strategies to suit the business culture here, firms can significantly improve their market traction. Often without the immediate need for a full-scale physical presence.
How Consortium helps UK firms win
At Consortium, we offer far more than just ‘boots on the ground.’ We provide strategic insight, brand localisation, market entry advice and business development support that is all finely tuned for professional services. Whether it’s refining your go-to-market strategy, facilitating crucial introductions, or embedding your brand in key industry conversations, we act as your extension in Australia without you having the initial overhead of setting up an entire team out here before you’re ready.
We also help firms avoid costly mistakes: research shows that 68% of international expansions fail due to lack of local market understanding (Harvard Business Review, 2023). A partnership with Consortium mitigates that risk dramatically.
The bottom line
Australia offers UK professional services firms a rare combination of opportunity: a wealthy, sophisticated client base, strong rule of law and an appetite for innovation. But success isn’t automatic.
It requires local insight, cultural fluency and a strategic presence.
If you’re serious about expanding into Australia, you need more than just a strategy. You need a local presence to make it stick.
Based in Sydney Bree Back is a senior marketing and business development specialist with 18+ years’ global experience across professional services, construction and charity sectors. After two decades in the UK, Bree has returned to Australia with a fresh perspective and a passion for impactful, results driven marketing.