[vidarh]

Given how simple the UK tax system is, and what a large and rising percentage of UK , that number sounds incredibly high...

Regarding your site: The "Learn more" isn't a link. Why not? I don't want to go to your blog, I want a clear statement of what you provide without registering first. I'm not going to register without a very clear idea of what you offer. That I can register for free makes no difference to me when there's no clear statement to explain what I get if I sign up for free, given that the service costs money to use.

Looking at your "pricing" page, I see fear-mongering. "Hours wasted"? Only if your tax affairs are terribly complicated. "Painful and confusing forms"? Only if you failed basic English and arithmetic. I find the UK self assessment (having dealt with the Norwegian one before Norway went "pre-filled"/online) very well designed. "No guidance or help"? The HMRC guides and website are actually very good.

You seem to be positioning yourself for people with lots of money (to be able to save on average 2000,-, given that the average British taxpayer pays somewhere below 4k in income tax and 2.5k NI, and very few pays more than 10k-15k...), who are confused and clueless about the tax system, yet willing to sign up to an online service rather than get face to face time with an accountant...

If that's your intended market, and that actually brings the revenues for you, then your site is well targeted...