Multi-stream income, reconciled
Brand deals, ad and affiliate revenue, subscriptions, tips and merch across every platform and currency, pulled into accounts that actually balance.
Who we helpIndustry guide
The accountant for content creators who gets how you earn.
Brand deals, ad revenue, gifted products and overseas platform pay, sorted by an accountant who actually understands creator income, so you keep more of it.
You make content, not spreadsheets. As a specialist accountant for content creators and influencers, we take the whole messy picture off your hands: brand partnerships, ad and subscription revenue, affiliate links, tips, merch and the gifted products HMRC still counts as income. It arrives across several platforms, often in different currencies, sometimes with overseas tax already taken off. We pull it into one clear set of figures, claim every allowable cost, and keep you on the right side of HMRC. Book a call with an accountant for influencers who knows your world, on one fixed monthly fee.
- 4.9 Google · 63 reviews
- ACCA-qualified
- 30-day money-back
The problem
Why a Generic Accountant Gets Creator Income Wrong
Most accountants know payslips and invoices. They do not know how a creator actually gets paid.
Your money lands as brand fees, ad revenue, affiliate commission, subscriptions, tips, merch sales and free products, across YouTube, Instagram, TikTok, Twitch, Patreon and more, often in dollars or euros. A high-street accountant will miss streams, mis-handle the gifted products, and leave overseas tax unclaimed.
A specialist accountant for content creators works the other way round. We start from how you earn, capture every stream, treat gifted items correctly, and recover tax taken off you abroad. We do not just record your numbers. We make sure HMRC only takes what it is actually owed.
Tailored services
What We Handle, So You Can Keep Creating
01 02 Gifted goods and pay in kind
We value and record gifted products, trips and PR packages as taxable income at market value, with the evidence HMRC expects to see.
03 Overseas income and double-tax relief
US and other overseas platform pay, the W-8BEN treaty form and foreign tax credits, so tax already taken abroad is not paid twice.
04 Creator expenses, claimed in full
Equipment, software, use of home as a studio, props, travel and a fair share of phone and internet, with capital allowances on your gear.
05 VAT and the registration threshold
We watch your turnover, handle VAT on brand work, and apply the place-of-supply rules correctly when platforms pay you from abroad.
06 Tax return and year-end
Your Self Assessment and accounts filed on time, with the bill flagged months early, so January holds no surprises.
Multiple income streams
How Is Creator Income Actually Taxed?
Almost all of it is self-employment, or trading, income, no matter which platform or currency it arrives in.
Brand and sponsorship fees, ad and subscription revenue, affiliate commission, tips, merch and the value of gifted products are added together and taxed through Self Assessment, or through your company if you have incorporated.
Once your total trading income passes the £1,000 trading allowance you have to declare it, even if content is a side hustle alongside a job. Many creators only register late, then face a year of back-figures to untangle.
A good accountant for influencers brings every stream into one place from the start, so your figures are right, your registration is in order, and nothing slips through the gaps.
Gifts and pay in kind
Are Gifted Products and PR Trips Taxable?
Usually, yes. This is the rule most creators get wrong, and the one HMRC looks at hardest.
If a brand sends you a product, trip or stay in return for posting about it, HMRC treats it as a barter transaction. The market value of that item is taxable income, exactly as if you had been paid in cash for the post.
A genuinely unsolicited gift with no strings attached can be different. The line between the two is where enquiries start, so the valuing and the record-keeping have to be right.
We keep a running log of gifted items at their value, with the evidence to back it up, so a big PR month is handled cleanly instead of becoming a nasty surprise later.
Overseas platform income
US Platforms Took Tax Off, Can I Get It Back?
Often, yes. If you earn from US platforms, tax can be withheld before the money ever reaches you.
Completing a W-8BEN form claims the UK-US tax treaty and usually reduces that withholding, frequently to nil on the kind of payments creators receive. Where tax has already been taken, we claim foreign tax credit relief on your UK return so the same income is not taxed twice.
We make sure the right treaty form is filed with each platform, then reconcile the gross pay and any tax withheld so your UK figures are complete and correct.
Allowable expenses
What Can Content Creators Actually Claim?
More than most realise. Good accounting for creators starts with claiming every legitimate cost of making your content.
- Cameras, lenses, lighting, microphones and tripods
- Editing, design and scheduling software subscriptions
- A fair share of your home used as a studio or office
- Business use of your phone and broadband
- Props, set dressing and shoot consumables
- Travel to shoots, events and brand meetings
- Website, hosting and domain costs
- Trade memberships, courses and CPD that grow your channel
Larger kit like cameras is usually claimed through capital allowances. Everyday clothing you could wear normally is not allowable, even if bought for a shoot. We also keep your bookkeeping tidy so nothing is missed.
VAT for creators
When Does a Content Creator Need to Register for VAT?
Once your VAT-taxable turnover passes the registration threshold over any rolling 12-month period, or you expect it to in the next 30 days.
Brand-deal and sponsorship fees usually count towards that turnover. Some pay from overseas platforms falls under different place-of-supply rules, which can change whether and where VAT applies, this is where many creators get caught out.
We monitor your turnover, flag the threshold before you cross it, and get your VAT registration and scheme right, including the cross-border rules on digital and platform income.
Business structure
Sole Trader vs Limited Company for Creators
As a sole trader, it is simple. You pay Income Tax and National Insurance on your profits through Self Assessment, often with Payments on Account once the bill is large enough.
As your channel grows, a limited company can keep more in your pocket. You pay Corporation Tax on profits, then take a tax-efficient mix of salary and dividends, and it can sit better with bigger brand contracts.
But a company means more admin and public accounts at Companies House, and it is not always worth it early on.
There is no one-size-fits-all answer, so we model your real numbers and tell you honestly when incorporating starts to pay off.
Cash flow and HMRC
Payments on Account and HMRC Nudge Letters
Creator income can swing hard from month to month, and the tax system does not always keep pace. Once your bill is large enough, HMRC asks for Payments on Account, advance instalments towards next year, which can double a January demand if no one warned you.
HMRC also receives data directly from digital platforms and runs campaigns on undeclared online income, so a nudge letter usually means they already hold information about your earnings.
We forecast your tax months early so the cash is ready, run payroll if you have taken on help, and if a letter lands we bring your filings up to date and deal with HMRC for you, calmly and correctly.
Simple, fixed fees
Fixed Monthly Pricing for Content Creators
Most self-employed creators pay between £99 and £199 a month. That is often less than a single brand post earns.
No hourly rates. No surprise bills. One fixed fee, a named, qualified accountant who understands creator income, and a 30-day money-back guarantee.
Essentials
Startups and small companies that need essential compliance and year-end support without VAT or payroll.
£99/month- Preparation of Company Year-End Financial Statements
- Year End Corporation Tax Computation
- Submission of CT600 to HMRC
- Statement of Account submissions to Companies House
Premium Plus
Growing businesses that need complete accounting services, VAT return management, and payroll handling.
£199/month- Everything in Essentials
- Quarterly VAT return calculation and submission
- Payroll and benefits management
Enterprise
Established businesses that want strategic mentoring, business planning, and a part-time finance director driving growth.
£499/month- Everything in Premium Plus
- Business mentoring
- Part-time finance director
- Business plan
Trusted by creators
What Our Clients Say.
I’ve used several accountants in the past, but hands down there is no one better than Harvey at Zmartly. He really understands exactly what advice you’re looking for and explains everything clearly and professionally. Nothing ever feels rushed…
HeenaVerified Google review · 4 months agoI’ve had an excellent experience working with Zmartly. Harvey and the team are professional, responsive, and genuinely supportive. They explain things clearly, stay on top of deadlines, and always look for practical ways to save tax and improve…
land4 success (chill feel good)Verified Google review · 6 months agoI started working with Zmartly Accountants after having serious issues with my previous accounting firm. They were missing deadlines, incorrectly calculating VAT, constantly late, and extremely difficult and frustrating to communicate with. Switching to Zmartly was a huge…
Jorge Carballo GomezVerified Google review · 5 months agoGreat proactive service always up to date regarding accounting legislation. Harvey and Team will be always helping you with advise how to make your books look good. Already over 4 years using their service very happy.
Auris Property AcademyVerified Google review · 8 months agoI've had a terrible experience with multiple accountants. Zmartly have been incredible. If you do ecommerce / Amazon FBA you definitely need to go with someone who understands the complexities with it. Thanks to Harvey and his amazing…
Sean BarringtonVerified Google review · 5 months agoI’ve used several accountants in the past, but hands down there is no one better than Harvey at Zmartly. He really understands exactly what advice you’re looking for and explains everything clearly and professionally. Nothing ever feels rushed…
HeenaVerified Google review · 4 months agoI’ve had an excellent experience working with Zmartly. Harvey and the team are professional, responsive, and genuinely supportive. They explain things clearly, stay on top of deadlines, and always look for practical ways to save tax and improve…
land4 success (chill feel good)Verified Google review · 6 months agoI started working with Zmartly Accountants after having serious issues with my previous accounting firm. They were missing deadlines, incorrectly calculating VAT, constantly late, and extremely difficult and frustrating to communicate with. Switching to Zmartly was a huge…
Jorge Carballo GomezVerified Google review · 5 months agoGreat proactive service always up to date regarding accounting legislation. Harvey and Team will be always helping you with advise how to make your books look good. Already over 4 years using their service very happy.
Auris Property AcademyVerified Google review · 8 months agoI've had a terrible experience with multiple accountants. Zmartly have been incredible. If you do ecommerce / Amazon FBA you definitely need to go with someone who understands the complexities with it. Thanks to Harvey and his amazing…
Sean BarringtonVerified Google review · 5 months ago
4.9
Google · based on 63 reviewsCommon questions
Frequently Asked Questions
Usually yes. If you receive a product, trip or stay in return for posting about it, HMRC treats it as a barter transaction and it's taxable income at the item's value, the same as being paid in cash. A genuinely unsolicited gift with no strings attached can be different. We help you value gifted items and record them properly so a big PR month doesn't become an unexpected tax bill.
It's all self-employment (trading) income, whatever platform or currency it arrives in, brand deals, ad and subscription revenue, affiliate commission, tips and merch are combined and taxed through Self Assessment, or through your company if you've incorporated. Once your total trading income passes the £1,000 trading allowance you need to declare it, even if it's a side hustle. We bring every stream together so your figures are right.
Often, yes. US platforms can withhold up to 30% of your earnings unless you complete a W-8BEN form claiming the UK-US tax treaty, which usually reduces the withholding (frequently to nil on royalties). Where tax has already been taken, we claim foreign tax credit relief on your UK return so you're not taxed twice. We make sure the right forms are in place with each platform.
Sole trader is simplest and fine while you're building up. As your profits grow, a limited company can be more tax-efficient, you take a mix of salary and dividends rather than paying Income Tax on everything, but it adds admin and your accounts become public at Companies House. There's no one-size-fits-all answer, so we model your actual numbers and tell you honestly when incorporating is worth it.
The costs that are genuinely for your content: cameras, lighting, microphones and editing software, a reasonable share of your home used as a studio, business phone and broadband use, props, and travel to shoots and events. Everyday clothing you could wear normally usually isn't allowable, even if you bought it for a shoot. We keep a creator-specific expense list so you claim everything you're entitled to and nothing you're not.
Once your VAT-taxable turnover passes £90,000 in any rolling 12-month period (or you expect to in the next 30 days). Brand-deal and sponsorship income usually counts towards that, while some payments from overseas platforms fall under different place-of-supply rules. We monitor your turnover and register you at the right moment, then pick the VAT scheme that suits you.
Don't ignore it. HMRC receives data directly from digital platforms and runs campaigns targeting undeclared online and creator income, so a 'nudge' letter means they likely already have information. We help you bring your filings up to date, make a voluntary disclosure if needed to reduce penalties, and deal with HMRC on your behalf so it's handled calmly and correctly.
Guides for content creators
Plain-English explainers, kept current with the latest HMRC rules.
Stop guessing. Stop overpaying. Let's sort your tax once and for all.
Zmartly Ltd · 20–22 Wenlock Road, London N1 7GU · 020 8175 5145 · info@zmartly.co.uk
ICAEW, ACCA and AAT qualified accountants.
Further reading