Rutherford Cross Tax specialist, Ben Jones, recently had the opportunity to chat with Gemma Monaghan, Partner – R&D Tax at Azets. Ben shares a summary below of their discussion, including Gemma’s career to date, her agricultural upbringing, and the current landscape for startups in Scotland.
Our theme for 2026 at Livingston James Group is ‘Radical Hospitality’, i.e, how we make our clients and candidates feel, and I can’t help but think Gemma Monaghan has had that locked in for years.
I’m no stranger to Azets’ Edinburgh office and there’s always something happening, whether it’s a budget briefing, networking breakfast or someone bringing in a cake! It’s a great atmosphere, and the partners seem to be ever present.
One of those partners is Gemma Monaghan who heads up the R&D Tax team at Azets. Her LinkedIn tagline states she is an expert in R&D tax relief, which is an understatement. A pharmacology PhD and 10 years progressing through a startup company to Operations Directors, she was the ideal candidate to take on the challenge of expanding the R&D function at Azets three years ago.
During our discussion, we covered her agricultural upbringing, life at Azets, her unapologetic leadership style, and the current landscape for startups in Scotland.
Falling into Tax
Like many in the industry, and most Tax Partners I have interviewed throughout my Why Tax? series, Gemma didn’t choose tax deliberately. Growing up on a farm in Northern Ireland, surrounded by fields, livestock and a hard working family, Gemma assumed she’d become a pig farmer. Instead, she studied science, driven by a natural curiosity of how everything works.
A placement at Procter & Gamble became a formative experience. Gemma talked candidly about a manager there that sticks out as a great leader and left an impression that still shapes her leadership style today.
“My first leader at Procter & Gamble set the bar. Transparent, caring, and genuinely invested in people.”
After completing her studies, Gemma moved unexpectedly into R&D tax. It was meant to be a short-term step, but she quickly realised she enjoyed the intellectual challenge, the client interaction and the sense of impact the work created.
“I never planned a career in tax. It was simply the right job in the right place… and then I realised I loved it. I’m naturally curious. R&D gave me the perfect mix of people, innovation and problem solving.”
Gemma stayed in that first firm for a decade, becoming Operations Director, and built a reputation for combining technical ability with a people-first approach.
Joining Azets: “I Need to be Able to Show Up as Me”
When Azets approached Gemma about expanding its R&D function in Scotland, she felt both excited and hesitant. She needed to know she could be herself: direct, open, vocal, and unwilling to let frustrations simmer beneath the surface.
“I needed to know I could show up as me. No façade, no corporate mask, just Gemma.”
What followed was a true relationship-based recruitment process. Instead of focusing on job descriptions, Azets focused on culture. She was introduced to partners, included in meetings, and given a chance to understand the firm from the inside.
“The recruitment process wasn’t about ticking boxes; it was about whether I would belong.”
The deciding factor? Azets didn’t want her to fit a mould, they wanted her because she didn’t.
“What impressed me about Azets was that they weren’t hiring a director; they were hiring a person.”
Three years on, Gemma’s impact is clear. The Scottish R&D function has grown ten fold, the team has expanded, and the Azets brand is increasingly recognised in the market for its depth of expertise and integrity.
A Philosophy Built on Autonomy and Honesty
Gemma’s leadership approach is grounded in one central belief: people thrive when they’re trusted.
“I don’t push or pull people. I support them 360 degrees and let them grow in their own direction.”
Her team hear everything directly from her – be those trainees, seniors or managers alike – because transparency creates confidence and a shared purpose.
“Transparency builds trust. If something needs said, I’ll say it, and my team expect that from me.”
A key part of the day-to-day job is to be inquisitive and curious, and her team is encouraged to ask “Why?”; during processes, client delivery, and surrounding behaviours – anything that doesn’t seem right. If you can’t answer simply, something needs to change.
Successful and high performing teams in any aspect of life need to be constantly willing to reflect inwardly and adapt. It’s a model that attracts a certain type of person: collaborative, curious, energetic and willing to own their development.
The R&D Market in Scotland
R&D tax has been through significant turbulence, particularly with changes to the regime and concerns about poor quality advisors in the market. Gemma doesn’t shy away from this. For her, the defining feature of a good advisor is transparency.
“If an advisor isn’t being transparent, that’s your first red flag.”
Clients should understand what’s being claimed and why. They should know where the boundaries of the legislation lie. They should understand any risks. They should be involved, not detached.
Gemma is clear that Azets’ approach is deliberately non transactional. She wants long-term relationships where clients value the advice, not just the cash benefit.
“We’re not chasing the biggest cheque. We’re focused on the right advice. If someone says they can deliver in two hours, that’s a red flag. If they guarantee the highest return, that’s a red flag. Proper advice takes time, judgement and explanation.”
This philosophy has resonated, and Azets is increasingly becoming the trusted choice in Scotland for R&D claims – not because they always promise the highest return, but because they deliver the right advice.
Scotland’s Startup Ecosystem
Gemma works with innovative businesses across technology, engineering, defence, renewables and life sciences. She loves the variety and is deeply engaged in the Scottish startup ecosystem.
Her view is clear: Scotland is brilliant at supporting early stage businesses, but the real challenges appear at the scale-up phase. Funding becomes scarcer, support structures thin out and founders often hit a wall.
“Scotland is fantastic at supporting startups, but the real struggle begins when they try to scale.”
To combat this, Gemma is joining a peer advisory group through The Alternative Board, a model that brings together business owners to share challenges and perspectives. For her, this aligns with the philosophy she applies at work. Growth happens when you have a circle of people willing to challenge you constructively.
“Founders hit a lonely middle stage, and that’s where the right challenge and support matter most. Innovation isn’t the problem in Scotland: continuity is.”
Family Life
The best part of these interviews is hearing about the person outside of work and their upbringing; the cheeky smile when someone mentions their grandma or the twinkle in their eye talking about their children’s achievements.
Gemma’s story is full of personality. She comes from a close-knit family of four siblings, all of whom pursued wildly different careers, from audit to veterinary surgery to education. Her sporting background nearly led her to teaching, and today she channels that energy into golf.
“My family shaped everything; work ethic, resilience, and the belief that you show up for people.”
The Future – Building Reputation, Not Revenue
When I asked about her ambitions, Gemma was clear and refreshingly uncorporate. Growth matters, of course, but reputation is the real goal. Gemma wants Azets to be the firm people immediately think of when they need trusted R&D advice.
I asked Gemma what success looks like.
“Success looks simple. When someone says, ‘You need to speak to Gemma and the Azets team’.”
Gemma wants long-term relationships based on respect and clarity, and she wants her team to continue developing into confident, curious future leaders.
“We’re only at the beginning, the next few years are where it gets really exciting.”
What stood out from my conversation with Gemma is the consistency between who she is, how she leads, and the way she works with clients. You get the same person every time.
She is open, straightforward, and committed to doing the right thing; giving the right advice for long-term benefit. Gemma embraces challenge, invites transparency and empowers people to think for themselves. In a part of the tax world that can often attract the wrong kind of advisor, Gemma’s approach feels like the right one.
We want to thank Gemma again for taking the time to share her insights with Ben. If you would like support with your Tax hiring needs, or for advice with your own Tax career, please reach out to Ben for a confidential discussion: [email protected].
Additionally, if you would like to be part of the Rutherford Cross ‘Why Tax?’ series and share your own career journey, don’t hesitate to reach out to Ben.
