Hnry
Hnry is a Wellington-based fintech that automates tax calculations, payments, expense management, invoicing, and filings for sole traders and freelancers, combining a business account, Business Mastercard, and human accountants into one usage-based platform across New Zealand, Australia, and the UK.
- Company typePrivate
- Founded2016
- HeadquartersWellington, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Hnry does
Hnry is a New Zealand-based fintech founded in 2017 in Wellington by James and Claire Fuller that provides an all-in-one tax and accounting automation platform targeting sole traders, freelancers, contractors, and tradespeople. The platform combines a dedicated Hnry Account, a Hnry Business Mastercard, and a tax automation engine that automatically calculates and pays income tax, GST, ACC levies, and student loan repayments every time the user is paid, before passing the remainder to the user's personal bank account. A team of in-house accountants files tax returns, manages expense categorisation, and provides expert support via in-app chat; the supporting product surface includes unlimited invoicing with automated late-payer chasing, receipt-photo expense capture, allocations to savings/KiwiSaver/investments/charities, mileage tracking via a dedicated Mileage by Hnry mobile app, and Apple Pay integration. Core banking infrastructure is provided through a partnership with ASB Bank.
The company operates a usage-based revenue model, charging 1% + GST of self-employed income paid through the Hnry Account, capped at NZ$1,500 + GST per year, with no subscription, joining, or per-query fees. Distribution is product-led and self-serve: users sign up online, verify identity, and manage all financial admin through the Hnry app — no direct sales motion is implied for standard customers. The company has expanded beyond New Zealand into Australia and, in February 2025, the United Kingdom, positioning against an addressable market of more than five million sole traders across AU and UK combined. Hnry has raised nearly NZ$100 million across multiple venture rounds (latest Series C of over NZ$30M led by Movac in December 2025), is recognised as New Zealand's largest sole trader accounting service, and has accumulated brand credentials including Deloitte Fast 50 (2025), Forbes Asia 100 To Watch (2025), and the Hnry Stadium naming rights deal in Wellington. Customer outcomes are quantified via The Hnry Sole Trader Pulse, an independent survey of 5,000+ sole traders over four years.
Hnry firmographics
Firmographics- Name
- Hnry
- Legal name
- Hnry
- Website
- https://hnry.co.nz
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hnry is a Wellington-based fintech that automates tax calculations, payments, expense management, invoicing, and filings for sole traders and freelancers, combining a business account, Business Mastercard, and human accountants into one usage-based platform across New Zealand, Australia, and the UK.
- Ownership category
- akta.pro rank
Hnry industry classification
Industry- Product category
- Freelancer and Sole Trader Tax Automation Software
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)
- SIC
- Finance Services (6199), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)
Keywords
Where Hnry is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Hnry business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Tax and Accounting Service Fee: Hnry charges 1% + GST of the customer's self-employed income paid through the Hnry Account. This fee is capped at $1,500 + GST per year. A minimum fee of $0.50 per individual payment applies for payments under $50. The fee covers all tax calculations and payments, expense management, tax return filing, and expert support — with no joining fee, no subscription cost, and no per-query charges. This is a usage-based revenue model where the company earns proportionally as customers earn.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Single uniform plan: 1% + GST of self-employed income, capped at $1,500 + GST per year |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Hnry product offering
Product offeringCore offering
Hnry provides an all-in-one accountant and tax automation platform for sole traders, freelancers, and contractors. Customers receive self-employed income into the Hnry Account, where the system automatically calculates, deducts, and pays income tax, GST, ACC levies, and student loan repayments every time income is received, then passes the remainder to the user's personal bank account. The service bundles a Business Mastercard, expense management, invoicing, allocations, tax filings, and access to human tax experts under a single usage-based fee.
Product overview
Hnry is an accountant and tax automation tool for sole traders, delivered as a unified platform combining a core Hnry Account with integrated features. The core Hnry Account automatically calculates and pays taxes on self-employed income, while the product suite includes Tax Payments, Tax Filings, Invoicing, Expenses, Expense Management, Allocations, Payments, Reports, and Support. The Hnry Business Mastercard is a companion product that automatically raises expenses when used for business purchases. Mileage by Hnry is a separate mobile application for mileage tracking. All features are included in the 1% +GST pricing with no additional module costs.
Differentiator
Problem solved
Functional benefit
Brands
- Mileage by Hnry: A separate mileage tracking app for Hnry customers that offers unlimited trip tracking, compliant reporting, and is fully integrated with the Hnry App.
Products and services
- Hnry Account The flagship product for Hnry: a sole trader business account that automatically calculates, deducts, and pays income tax, GST, ACC levies, and student loan repayments every time self-employed income is received, and passes the remainder to the user's personal bank account. Includes bundled accountant services for tax filings, expense management, invoicing, allocations, payments, reports, and expert support under a single usage-based fee.
- Hnry Business Mastercard
Quantifiable outcome
- Customers spend 70% less time on tax and financial admin
- +2 more outcomes
Companies that use Hnry
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles2 records
Hnry technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Hnry partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- SharesiesminorBoth Hnry and Sharesies are Wellington-based tech companies continuing to expand and hire, expressing optimism about Wellington's tech sector despite public sector job cuts. Both companies are cited as examples of the growing Wellington tech ecosystem.
- KiwiSaver GivebackminorHnry Announced the KiwiSaver Giveback programme, working with partners to address the retirement savings gap for sole traders who are not automatically enrolled in employer-matched KiwiSaver schemes.
- The Freelance VillageminorPartnership with The Freelance Village to help freelancers grow and thrive, with joint events and resources for the freelance community.
- kōuraminorHnry partnered with kōura Wealth to help independent contractors better engage with KiwiSaver. Hnry customers can set up an Allocation to their kōura KiwiSaver scheme directly from the Hnry app. James Fuller (Hnry co-founder) and Rupert Carlyon (kōura founder) appeared in a joint interview promoting financial empowerment for the self-employed.
- Landlord StudiominorChat about creating passive income through real estate investments, with joint content for sole traders managing rental property investments alongside their primary business.
- KernelminorEveryday Investing partnership with Kernel Wealth, offering investment tips to help cultivate investment habits among self-employed individuals.
- HatchminorHnry partnered with Hatch to support startup employees and freelancers, with joint activities to help the startup community manage tax and financial admin.
- ASB BankcoreASB Bank and Hnry announced a banking partnership, with ASB providing the underlying bank account infrastructure for the Hnry Account, enabling automatic tax calculations and payments integrated with the customer's bank account.
- One Percent CollectiveminorPartnership with One Percent Collective on charitable giving — Hnry's Allocation feature can direct a percentage of each pay to the One Percent Collective charity.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
Hnry competitors and assessment
Company assessmentDirect peers
- Keeper: UK-based tax and accounting app for freelancers and self-employed, offering a self-serve platform with automatic tax calculations and human accountant support. Directly comparable as it targets the same sole trader segment in the UK market Hnry has entered.
- FreeAgent: UK cloud accounting platform purpose-built for freelancers, contractors and small businesses, offering invoicing, expense tracking and tax tools. Closely comparable product and customer overlap with Hnry in the UK sole trader segment.
- Bokio: Swedish/SME-focused accounting and bookkeeping software with invoicing and expense features targeting freelancers and sole traders. Comparable as a regional, freelancer-first accounting platform using a similar self-serve SaaS model.
- FreshBooks: Cloud accounting platform purpose-built for service-based freelancers and small businesses, with invoicing, expense capture and accountant collaboration. Comparable freelancer-first product positioning and target customer to Hnry.
- Wave: Free cloud accounting and invoicing software for sole traders, freelancers, and small businesses, with integrated payments. Comparable self-serve, freelancer-first SaaS model targeting the same sub-1M-revenue sole trader segment.
Broad incumbents
- Xero: New Zealand-founded global cloud accounting platform serving SMBs, sole traders and accountants across ANZ, UK and beyond. Broad incumbent with overlapping invoicing, expense, and tax features — most relevant NZ-origin incumbent for Hnry.
- MYOB: Australia and New Zealand-focused accounting and business management software serving sole traders through enterprise customers. Broad incumbent with deep ANZ market presence that overlaps with Hnry's primary and expansion markets.
- QuickBooks: Intuit's global SMB accounting platform with invoicing, expense management, tax preparation and bank integrations. Broad incumbent whose freelancer-focused tier directly overlaps with Hnry's value proposition across all three of Hnry's markets.
Emerging players
- Tide: UK-based digital business banking platform with integrated invoicing, expense management and accounting features for small businesses and the self-employed. Comparable as a fintech super-app bundling banking with admin tools for UK sole traders — Hnry's newest market.
- Bench: US-based bookkeeping service combining software with human accountants for small businesses and sole proprietors. Comparable hybrid model of automated software + dedicated accountant support that mirrors Hnry's value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hnry social profiles
Digital presenceHnry financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hnry leadership team
Management profileNumber of profiles
Profiles2 records
Hnry funding detail
Funding detailFunding overview
Funding rounds9 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hnry M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hnry
What does Hnry do?
Hnry provides an all-in-one accountant and tax automation platform for sole traders, freelancers, and contractors. Customers receive self-employed income into the Hnry Account, where the system automatically calculates, deducts, and pays income tax, GST, ACC levies, and student loan repayments every time income is received, then passes the remainder to the user's personal bank account. The service bundles a Business Mastercard, expense management, invoicing, allocations, tax filings, and access to human tax experts under a single usage-based fee.
Is Hnry a public or private company?
Hnry is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hnry founded?
Hnry was founded in 2016. It employs 51 to 100 people.
Where is Hnry based?
Hnry is headquartered in Wellington, New Zealand, in the Oceania region.
How does Hnry make money?
One revenue line is on record: tax and Accounting Service Fee.
Who are Hnry's main competitors?
Direct peers on record are Keeper, FreeAgent, Bokio, FreshBooks and Wave. Broad incumbents are Xero, MYOB and QuickBooks. Emerging players are Tide and Bench.
Does Hnry have an API?
No public API is recorded for Hnry.
What industry is Hnry in?
Hnry's product category is Freelancer and Sole Trader Tax Automation Software. Its primary akta.pro industry code is BPAMAFAF, Bill Pay, Invoicing & Payables Platforms. Its NAICS code is 5412 and its SIC code is 6199.