'Dubai pushes you to think ahead': British expat In UAE
British chartered accountant-turned-CEO Jeri Williams is a relative newcomer to Dubai, arriving in 2022 with her husband and two young children. The 41-year-old, who is the owner of Smooth Dubai, noticed a huge demand for information from other expats who had recently moved to Dubai or were thinking of relocating and wanted to establish their businesses here. It inspired her to set up her first international office specialising in company formation, tax, and accounting. Here, she talks about her journey to financial independence.
If you had to use one word to describe money what would it be?
Freedom.
If you had to write a letter to money, what would you say?
Dear Money, thank you for showing me what is possible. Thank you for allowing me to take care of my family. I promise to put the effort in to enjoy the rewards.
How would you describe your relationship to money?
I love money, it's given me a life I could only ever have dreamed of.
How do you think this relationship was formed?
When we were growing up, we didn't have much money. My mum raised us on her own and she worked really hard just to make ends meet. That instilled a really strong work ethic in me. I knew that if you want something you need to work hard for it.
What lessons about money management did you learn from your mother?
My mum showed me that family is more important than anything, including money, and to be happy with very little, so that anything else is a bonus ... I owe her everything.
Who do you speak to about money matters and is it something you consider 'taboo'?
I speak to my husband and close friends about money, but in the UK, I think, it is very taboo. Not so much in Dubai as it seems everyone wants everyone else to do well. There is less jealousy.
Who has taught you the most about financial management?
I am self-taught; I studied for seven years to become a chartered accountant and ran my own accounting firms in the UK and the UAE.
What has been the most profound experience you've had so far in relation to money, and what has it taught you?
I really struggled financially in my early 20s and then I met my husband, and he had always been great with saving and sensible with money. It made me realise I needed to do better.
How do you think living in the UAE has changed your relationship with money?
Living in Dubai has really shifted how I see money. It's not just cash — it's a tool that fuels creativity, connects me to global opportunities, and helps build a better future. The fast-paced vibe here keeps you on your toes and pushes you to always think ahead. It completely changed the way I handle
my finances.
If you could give your child or your younger self one piece of advice about money what would that be and why?
Invest from the age of 18, I started much too late.
What do you value spending money on?
Travelling, being able to create memories with my children, and looking after my mum.
Do you long-term plan your finances?
Yes, I focus on investing, pensions, and building my business assets. I also run multiple businesses across different continents, diversifying income streams reduces risk and helps me plan for the future.
What is your long-term goal that is pegged to your finances?
To be able to pay off my mortgage and own our dream home in Dubai (as well as in the UK, which we already have).
How much do you save each month?
Around 15-20 per cent.
I would expect to have a net worth of around £20 million (Dh99 million).
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