George
Barker

WHO I HELP

High net worth individuals. Owner-managed businesses. International businesses.  Large corporates. SMEs. Scale-ups. Multi-nationals.

HOW I HELP

Design, review and implementation of share, carry and promote (in the real estate sector) schemes as well as supporting businesses’ transition to employee ownership through the EOT model.  Global mobility. Employment tax. Payroll. Social security.

“HONESTY AND TRANSPARENCY IN EVERY CONVERSATION.”

Based in our London office, George Barker is a Global Employment Tax Director at AAB, working closely with owner-managed businesses and high-net-worth individuals navigating complex tax landscapes, particularly those with international considerations. With over 15 years’ experience across Big 4 and mid-tier firms around the world, he supports clients through the full lifecycle of their business journey – from designing and implementing incentive schemes to preparing for exit.

Having lived and worked as an expatriate himself, George brings a deep, personal understanding of the challenges his clients face, particularly when dealing with multiple tax obligations or cross-border complexities. His approach is rooted in honesty, transparency, and delivering practical, end-to-end solutions that align with both business and personal goals.

BUILDING TRUST FROM DAY ONE

“For me, everything starts with trust; it’s non-negotiable, and it works both ways. I take the time to really listen and understand what matters most to my clients, not just from a technical perspective but on a personal level too. Whether someone is planning an exit, exploring an incentive scheme, or managing international tax obligations, I want them to feel confident that they can pick up the phone and speak openly with me. I’m always there when they need me, and that consistency builds relationships that last far beyond a single project.”

GLOBAL INSIGHT

“Having spent over 15 years in the industry, including time working internationally, I’ve developed both the technical expertise and the communication skills needed to support clients effectively. My own experience as an expat in Australia and India gives me first-hand insight into the challenges of working across borders.  I’ve also worked across a wide range of firms, which means I understand different perspectives and can tailor my approach to suit each client. It’s about translating complex tax matters into something clear, actionable, and relevant.”

ADAPTING TO CHANGE

“One of the biggest challenges in my career was working away from home and adapting to completely new environments. It pushed me out of my comfort zone and taught me how to stay focused without becoming overwhelmed. That experience has shaped how I work today – I’m more adaptable, more understanding, and better able to relate to clients who are going through similar transitions. Challenges are inevitable, but I see them as opportunities to learn, grow, and ultimately deliver better outcomes.”

CLEAR COMMUNICATION

“I once worked with a client where building the relationship was key to achieving the right outcome. It took time to fully understand their situation and concerns, but by maintaining open communication and managing all parties involved, including tax authorities, we were able to deliver a really positive result. What stood out to me was how something that felt straightforward from my perspective had a significant impact on the client. That’s what drives me, knowing that the work we do genuinely makes a difference.”

CREATING MOMENTUM

“My approach is simple: be honest, be transparent, and invest time in people. I genuinely believe that if you build trust and communicate openly, everything else follows. I sometimes think of it as a “field of dreams” approach – if you create the right environment and relationships, success naturally comes. Clients value that honesty, and it gives them confidence in the decisions they’re making.”

THOUGHTFUL PLANNING

“One of the biggest challenges in my field is ensuring that business valuations, particularly for employee ownership trusts or incentive schemes, are realistic and appropriate. It’s about striking the right balance: not overhyping the value, but ensuring it reflects the true potential of the business. I work closely with clients to design incentive schemes that align with their long-term goals – and are compliant across multiple jurisdictions – especially when preparing for an exit. These decisions can have lasting implications, so it’s important to get them right.”

COLLECTIVE SUCCESS

“What stands out to me about AAB is the quality of both the clients and the people. There’s a genuine sense of trust and collaboration across the team, which makes a huge difference in how we deliver for clients. Everyone is aligned in wanting the best outcomes, and that creates an environment where ideas are shared and solutions are stronger. Being part of a firm with such a strong client base and reputation is incredibly rewarding.”

CHANGING PERCEPTIONS

“There’s a common misconception that people in tax are difficult to approach or overly technical – but that’s not the reality. We’re people first and foremost, and I pride myself on being approachable and down to earth. My role is to make things easier for clients, not more complicated. By breaking down barriers and having open conversations, I help clients feel more comfortable and in control.”

LOOKING AHEAD

“Looking ahead, I’m particularly interested in how AI can be used to support both our team and our clients. There’s a real opportunity to improve efficiency and provide even better insights, while still maintaining the personal touch that clients value. It’s about using technology to enhance what we do, not replace it.”