In Summary: How did Swanson Reed begin?

The origins of Swanson Reed stretch back to 1984, starting as a multifaceted technical advisory practice. After more than two decades of providing general business consulting, the firm recognised an acute, unfulfilled demand for dedicated tax-technical specialists. In 2008, the company made a permanent strategic pivot: shedding all other commercial services to dedicate its practice entirely to Research and Development (R&D) Tax Relief. Today, this singular focus empowers our teams across the UK and the globe to deliver unparalleled technical substantiation, rigorous HMRC audit defence, and bespoke software solutions to innovative businesses.

• Founded in 1984: Began as a comprehensive technical consulting firm.
• The 2008 Transformation: Transitioned from a generalist model into a highly specialised boutique, committing 100% to R&D tax claim preparation.
• Unrivalled Specialism: By doing only one thing, we bridge the complex divide between tax legislation and engineering principles with absolute precision and independence.

Where Our Roots Lie

The origins of Swanson Reed trace back to 1984 with Joe William Norris, a retired inventor and engineer for General Motors. Following the closure of a GM assembly plant he helped design in Australia, Joe began assisting peers by writing technical engineering reports to support their R&D tax concessions, competitive grants, and patents. His primary goal was to help innovators secure funding to commercialise their inventions.

He initially traded under his own name before adopting “Reed & Co.” in late 1984. The name was a tribute to his creation, the “Reed diving board”—a lightweight, cantilevered board designed for superior athletic performance. Interestingly, Joe funded this prototype using a modest $75 prize won in a local Reed Street Raffle. While the diving board wasn’t a commercial triumph, Joe thrived on the innovation process and went on to patent numerous other concepts.

Joe’s unwavering dedication to the innovation lifecycle was inherited by his grandson, Adam. Witnessing the frustrations his grandfather faced regarding the hurdles of documenting and funding new ideas, Adam adopted a clear professional mission: making innovation funding as accessible and straightforward as possible.

Reed & Co. continued producing technical reports for the public until early 2008, when Joe’s wife, Betty, fell severely ill. By the middle of that year, it appeared Joe’s legacy might come to an end.

A New Era of Specialisation

In the summer of 2008, Adam—having followed in his grandfather’s footsteps as a mechanical engineer and having built extensive R&D tax expertise at Deloitte and PwC—saw a chance to preserve Reed & Co.’s goodwill whilst modernising the practice.

Adam wished to retain the “Reed” name but couldn’t secure the “reed.com” domain. He brainstormed alternatives whilst walking down Swanston Street in Melbourne, speaking on the phone to his future business partner and CEO, Damian Smyth. Upon finding that “swanston.com” was also taken, Adam made the creative decision to drop the “t”, giving birth to the distinctive brand name: Swanson Reed.

In July 2008, Adam secured the firm’s first trademarks and domains. The following month, he made the bold strategic call to halt all general grant writing and patent applications, deciding the firm would focus exclusively on R&D tax claim preparation.

Surviving the Financial Crash

This dramatic pivot coincided directly with the **2008-2009 global financial crisis**. Adam’s decision to abandon broader consulting revenues in favour of a niche R&D tax focus initially seemed perilous, and early expansion plans stalled. Committed to his grandfather’s philosophy that bank loans and third-party debt create professional conflicts of interest, Adam refused to seek external funding.

Between August 2008 and June 2009, Swanson Reed generated zero revenue. Facing immense personal and financial pressure, Adam nearly suspended operations to ensure he didn’t lose his home. Realising the firm required a dedicated operational leader, he brought Damian on board as a full-time Partner. Damian’s leadership was transformative; by September 2009, the firm had secured its first major client and hired its first employee. Adam frequently notes that without Damian’s intervention during this critical period, Swanson Reed would not have survived the year.

Global Growth and UK Expansion

Having weathered the recession by focusing on the resilient Australian market, the firm soon looked outward. As the global economy stabilised, Swanson Reed shifted its focus to the United States, establishing a strong presence in Texas. A landmark moment arrived in 2018 when the firm won a substantial contract with ADP—America’s largest payroll provider—cementing Swanson Reed’s reputation amongst top accounting professionals.

Crucially, this momentum enabled the firm to bring its unmatched expertise across the Atlantic. In 2017, Swanson Reed officially registered its UK operations, introducing its dedicated, independent R&D tax relief model to British innovators and accountants. Further international expansion quickly followed in Ireland, Canada, Singapore, and New Zealand.

Today, Swanson Reed operates across seven countries and employs over 100 dedicated specialists.

Our Guiding Philosophy

We firmly believe we are the premier provider of R&D tax relief services because of one simple truth: “We do one thing, and we do it better than anyone else, because it is all we do.”