Sam Wai MICB is the founder of Immersif, a LUCA award-winning bookkeeping practice named New Practice of the Year 2025. A former escape room owner turned bookkeeper and business mentor, Sam built Immersif by focusing on a clear niche rather than serving everyone, growing a specialist practice through clear positioning. He supports creative and immersive businesses across the UK and internationally, speaks regularly at industry events, and sits on the ICB Advisory Council, helping to shape the future of the bookkeeping profession.