Sift Announces Strategic Partnership with Damon Anderson’s ‘A to Z of AI Accounting Software’ to Guide Profession Through AI Maze

Sift, the company behind the Finance, Accounting & Bookkeeping (FAB) Show and AccountingWEB, has agreed a strategic partnership with Damon Anderson, founder of the A to Z of AI Accounting Software, to help accountants and bookkeepers navigate the rapidly expanding AI technology landscape.

With the UK accounting sector inundated with AI claims and rapid product launches, the collaboration aims to provide practice leaders, in-house finance teams, and bookkeepers with practical, evidence-led guidance. By pairing AccountingWEB and FAB with the market view of the A to Z, an independent research and software platform that currently tracks over 400 AI accounting vendors, the initiative will deliver clear, unbiased criteria to evaluate emerging software.

Bringing Industry Expertise to FAB 2027

Damon Anderson brings more than 20 years in fintech and accounting software, including senior commercial and marketing leadership roles at Xero, Worldpay, American Express and iplicit. He will bring this expertise to Sift's audience through his independent research platform, which is designed to help accounting professionals cut through the noise and buy better.

This announcement coincides with the opening of registration for FAB 2027. Over the coming months, Anderson will contribute regular market analysis to AccountingWEB and help curate practical, vendor-neutral AI content and sessions leading up to the flagship event in March. 

This partnership ensures that FAB attendees and AccountingWEB readers are equipped with the insights needed to make informed technology investments.

Damon Anderson, founder of the A to Z of AI Accounting Software, said:

“The accounting industry is awash with AI, and navigating the noise has never been harder. I am very pleased to be working with AccountingWEB and FAB as they develop their AI programme for FAB 2027.

“Every day brings another vendor launch, another claim, another promise. Much of it is unproven. Accountants and bookkeepers are left to work out what it means for them: embrace it now, wait, or cash in their chips.

“I am an optimist, and I think AI is a force for good in this profession. But optimism is not the same as hype, and accountants deserve the realities rather than another pitch deck. I built the A to Z on two principles: independent and evidence-led. I want the best solutions to rise to the top on merit. Even so, the right answer is different for every firm. No ranking, mine included, can tell you that on its own.”

Tom Dunkerley, the executive director, strategic partnerships at Sift, added:
"AI is moving quickly, but for many accountants and bookkeepers, it is becoming harder, not easier, to work out which technology genuinely matters. That is why we are delighted to be working with Damon Anderson on the journey towards FAB 2027 and beyond.

"Damon’s independent, evidence-led perspective will be invaluable across AccountingWEB and in shaping our practical AI content for FAB. We want FAB to be the focal point where professionals can review their options with confidence, and where AI vendors can build credible, long-term relationships with the UK accounting community."

About

About the A to Z of AI Accounting Software. The A to Z of AI Accounting Software is an independent, evidence-led research and software platform assessing AI in accounting. It tracks over 400 vendors worldwide, scores each against a published method, and is free to read with an account. atozaiaccounting.com