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Sam Wilkinson is the Co-founder and COO of RORA, where an emphasis is placed on transforming accounting practices to better serve innovative businesses and accountants. With a robust background in finance and operations, including roles at Custody Digital Group and JAAK, Sam has been pivotal in developing financial systems tailored for startups. Previous experience at PwC involved audit and accounting for FTSE 100 companies, highlighting a diverse skill set developed in prestigious environments. Educational achievements include an ACA from ICAEW, a Master's in Public Policy Analysis from King's College London, and a Bachelor's in Physics from the University of Nottingham. Currently, Sam is furthering education at the FinOps Academy and The School of FinOps.