Writing an introduction letter to a new company director

A framework for writing a short, relevant introduction letter to a new company director — a starting point to adapt, not a tested template.

You know there are newly incorporated companies in your area. You have the data — company names, SIC codes, registered addresses — all from the public Companies House register. But when you sit down to write that first letter to a new company director, you stall. What do you actually say?

Most accountants overthink this. The letter doesn't need to be clever, persuasive, or beautifully written. It needs to be short, relevant, and easy to respond to. That's it.

This guide gives you a practical framework. It's not a fill-in-the-blanks template — it's a structure you can adapt to your practice, your tone, and the specific company you're writing to. If you're unsure about the compliance side, read our guide on GDPR compliance for outreach first.

Why the letter matters

If you've read our guide on testing your contact timing, you'll know there's no universal window for when a director is ready to hear from an accountant. That doesn't make the letter itself less important — it's the one part of this you fully control, and a letter that reads like a mass mailing gets binned whichever week it arrives in. This letter is one step inside the wider method set out in reaching newly incorporated companies.

This guide gives you a starting point to adapt, not a tested template. Nothing here is proven to produce a particular reply rate, and no version of a letter is guaranteed to be read. What you can control is whether it looks like it was written for this director, about their company, by a person rather than a mailing system.

The goal is a letter that feels helpful and professional. Not clever. Not salesy. Just genuinely useful to someone who has recently taken on the responsibilities of running a limited company.

The three-part framework

Every introduction letter can follow the same basic structure. There are three parts, and each one has a specific job.

Opening — why you're writing

State clearly that you noticed their company was recently incorporated and that you're writing to introduce your practice. This is public record, so there's nothing unusual about being aware of their recent incorporation. Keep the introduction to one or two sentences.

Example (formal): "I noticed that [Company Name] was recently incorporated. As an accountancy practice based in [area], I'm writing to introduce our services and highlight a few things that may be useful as you get established."

Example (warmer): "Congratulations on incorporating [Company Name]. I run a small accountancy practice in [area], and I wanted to drop you a note about a couple of things that catch new directors out in their first few months."

Both work. The first is more traditional; the second is more conversational. Choose whichever fits your practice's personality. What matters is that the director knows, within the first two sentences, why they've received this letter and that it's relevant to them.

Middle — what they should know

This is the part that separates a professional introduction from junk. Instead of listing your services, mention two or three practical things a new director needs to be aware of. You're positioning yourself as someone who can help — and demonstrating it at the same time. Good things to mention:

• Their first confirmation statement is due within 14 days of the anniversary of incorporation.
• Their first annual accounts will be due within 21 months of incorporation (for the first period), and late filing penalties are automatic.
• If their turnover is likely to exceed the VAT registration threshold, they'll need to register — and the timing matters.

You don't need to explain these in detail. A sentence or two on each is enough. The point is to be genuinely useful.

Close — how to respond

End with a clear, low-pressure way to get in touch — a phone number, an email address, or a link to book a short introductory call. One option is fine; two is the maximum. The tone here should be open, not pushy.

Example: "If any of the above is relevant to your situation, or if you'd like to discuss your accounting needs, you're welcome to call me on [phone] or email [email]. No obligation, of course."

That's the whole letter. Three parts. One page or less.

What to include

Before you send, check that your letter includes:

• The company name — not "Dear Business Owner" or "Dear Director".
• Your name and the name of your practice, so they know who's writing.
• Two or three practical points relevant to their situation — not a list of your services.
• Your contact details, phone and/or email, clearly stated.
• A professional sign-off: your name, title, practice name.

Don't include attachments, brochures, or fee schedules in the first letter. If the director is interested, those can follow.

What to avoid

The mistakes that kill introduction letters are predictable. Here's what to watch for:

• Long letters. More than one page and most directors stop reading. If you can't say it in half a page, you're saying too much.
• Generic openers. "Dear Business Owner" signals a mass mailing. Use the director's name or, at minimum, the company name.
• Fee schedules or package details. This is an introduction, not a proposal. Pricing comes later, if they respond.
• Claims about savings. "We can save you thousands" is unverifiable and sounds like every other piece of marketing they've received.
• Jargon. Don't assume they understand terms like "MTD", "CIS", or "annual exemption" without context.
• Your firm's history. "Established in 1987, we have over 35 years of experience..." The director doesn't care — not yet. Lead with their needs, not your credentials.

Both openings below are invented illustrations; the firm, company and named director are fictional.

Bad opening: "Dear Business Owner, I am writing on behalf of Smith & Co Chartered Accountants, established in 1992. We are a full-service firm with extensive experience across a wide range of sectors and we offer competitive rates for new businesses."

Better opening: "Dear Mr Patel, I noticed that Example Digital Ltd was incorporated last week. As a chartered accountant based in Leeds, I wanted to flag a couple of things that are easy to miss in the first few months of running a limited company."

The second version is shorter, uses the director's name and company name, and immediately offers something useful. It reads like a person wrote it, not a marketing department.

Personalising with public data

Personalisation is what separates a professional introduction from junk mail. And the good news is that the data you need to personalise each letter is already publicly available from Companies House. Here's how to use it:

• Company name — use it in the opening line and the address. This is the minimum viable personalisation.
• SIC code — reference their sector. If their SIC code is 62012 (business and domestic software development), you might write "as a practice that works with several technology businesses in the area". You don't need to mention the SIC code itself — just show you know what kind of company they're building. A SIC code is self-reported, so treat it as a cautious sector cue rather than a confirmed description of what the company does.
• Location — if your practice is local, say so. "As a practice based in [area]" signals proximity and relevance.

One caveat applies to all of this: your letter is addressed to the registered office, and that address does not necessarily reach the director directly. It may belong to the company itself, or to an accountant, a formation agent or another service-address provider acting for it — see registered office versus trading address for how to check before you assume otherwise.

None of this requires extensive research. Check the company name, SIC code, registered office and current officer details on the Companies House public register, and keep the limitations of each filed field in mind.

The framework is reusable. The structure stays the same, the practical points stay the same, and only the personalised elements change per letter. Once you've written your first version, each subsequent letter takes a few minutes to adapt.

Frequently asked questions

How long should the letter be?

One page maximum. Shorter is better. The director is busy and doesn't know you yet. If your letter runs to a second page, you're including too much.

Should I mention my fees?

Not in the first letter. The purpose is to be helpful and to open a conversation, not to close a sale. If the director responds, fees can be discussed then.

How do I personalise the letter?

Use the company name, the director's name, their SIC code as a cautious sector cue, and their registered-office location where relevant. Check the current public Companies House record and do not imply that a registered office is a trading location.

How Launch Register can help

Launch Register can reduce the repeated work of finding companies that match your chosen sectors and locations and give you a smaller list to review. You still check the public record, decide whether a company is relevant, write the letter and manage any response or objection. Read how Launch Register works for the full profile-to-review workflow.