Clarity
- Company typePrivate
- Founded2019
- HeadquartersReading, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Clarity does
Clarity Operations Ltd is a UK-based SaaS company, founded in 2019 by chartered accountants Aynsley Damery (CEO, former KPMG and founding partner of Tayabali Tomlin sold to Crowe in 2018) and Steven Briginshaw (COO, author of 'The Profits Principles'). The company provides a cloud-based business advisory platform targeted at accounting firms, enabling them to deliver structured advisory services to their small business clients at scale. The platform natively integrates with Xero, QuickBooks, and Sage Accounting to import client financial data, and bundles proprietary methodologies (CLEAR Advisory Map, 7 Key Numbers, 5 Levers) with workflow features including Portfolio View, Meeting Mode, Agenda Creator, and automated Financial Plans.
The platform includes an AI layer comprising Hartley (a client-facing AI Advisory Assistant that answers questions using real client financial data and escalates to firm team members) and Numina (an AI-powered conversation preparation tool). The go-to-market motion is product-led, combining self-serve website onboarding, free education content, a NextGen Score assessment funnel, marketplace listings across Xero, QuickBooks, and Sage app stores, and an active presence at industry events (Xerocon, Accountex, Accounting Excellence Awards). Monetization spans tiered monthly and annual software subscriptions, a paid workshop program (£357 UK / AU$699 Australia / US$459 US), regional benchmarking reports, and education programs (Clarity AdvisorU). An adjacent "Funding by Clarity" feature (powered by Capitalise.com) extends the platform into funding identification.
Clarity is headquartered in London (registered address: Suite 530, 105 London Street) with operating presence in Reading and serves accounting firms in 17+ countries. The company is privately held, founder-owned, and has disclosed approximately $1.05M in early-stage funding across 2018 and 2019. Cumulative industry recognition includes multiple Xero accolades (App of the Month 2019, Partner of the Month 2022, Practice App of the Year finalist 2022), AccountingWEB Software Awards top product in two categories (2021), and UK FinTech Awards finalist (2021).
Clarity firmographics
Firmographics- Name
- Clarity
- Legal name
- Clarity Operations Ltd
- Website
- https://clarity-hq.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Clarity industry classification
Industry- Product category
- Accounting Practice Advisory Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Q&A and Knowledge Discovery Platforms (BPAMAAAF)
- akta.pro secondary industry
- IT Knowledge Management & Service Desk Platforms (HDAEALAH)
Keywords
Where Clarity is headquartered
LocationHeadquarters
- HQ city
- Reading
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Clarity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Software Subscription: Monthly or annual subscription plans for access to the Clarity platform, priced per firm/account. The service is billed in advance on a per calendar month basis for monthly subscriptions, and 12 months in advance for annual subscriptions. Multiple plan tiers exist from startup to global firm sizes.
- Workshop Revenue: The Clarity Workshop is offered at £357 (UK), AU$699 (Australia), US$459 (US). Workshop includes 7 hours of learning, 7 hours of practical work over 21 days. Workshop alumni have generated £1.87M in GRF (Gross Recurring Fees) averaging £24k per firm.
- Education Programs: Clarity AdvisorU provides education programs and content for accounting firms. Pricing varies by region including UK, USA, Australia, Canada, New Zealand, India, and Europe.
- Benchmarking Reports: Accounting Firm Benchmarking Report sold with region-specific pricing (UK, USA, Australia, Canada, New Zealand, India, Europe).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Multiple pricing tiers from startup to global firm |
| Subscription | Annual | Annual subscription option |
| One time/ perpetual license | Pay-as-you-go | Clarity Workshop - 3 week intensive program |
| One time/ perpetual license | Pay-as-you-go | Region-specific benchmarking report pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
Clarity product offering
Product offeringCore offering
Clarity (Clarity HQ) is a cloud-based SaaS platform that enables accounting firms to deliver structured business advisory services to their small business clients at scale. It combines proprietary advisory methodologies (CLEAR Map, 7 Key Numbers, 5 Levers), AI tools (Hartley, Numina), portfolio analytics, benchmarking and meeting frameworks, and integrates natively with Xero, QuickBooks and Sage Accounting to import client financial data.
Product overview
Clarity is a business advisory platform for accounting firms, combining software, education, and consulting to help accountants deliver advisory services at scale. The core Clarity Platform integrates with Xero, QuickBooks, and Sage Accounting to import and analyze client financial data. The platform includes the Portfolio View for client portfolio management, Meeting Mode and Agenda Creator for meeting delivery, Financial Plan for automated planning, and AI features including Hartley (client-facing AI advisory assistant) and Numina (conversation preparation AI). Supporting services include The Clarity Workshop (virtual training program), Clarity Education Programs/AdvisorU, and Member Success Consulting. The methodology stack includes The 7 Key Numbers diagnostic framework, The 5 Levers decision mechanism, and the CLEAR Advisory Map conversation structure. Funding by Clarity (powered by Capitalise) enables funding conversations for clients with cash gaps. The platform is used by progressive accounting firms in 17+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- Clarity AdvisorU: Education programs and content for accounting firms
- NextGen Advisory Blueprint
- NextGen Accelerator
- Clarity Capacity Creation Program
- Hartley
- Numina
Products and services
- The Clarity Platform Core SaaS platform for accounting firms combining diagnostic tools, portfolio analytics, benchmarking, sensitivity analysis and structured meeting frameworks to deliver business advisory at scale. Sold as a monthly or annual subscription per firm.
- Clarity AI (Hartley + Numina) AI-powered advisory capabilities within the Clarity platform. Hartley answers client questions in real time using their actual financial data and escalates complex queries to a named team member; Numina prepares advisory conversations in advance from client data.
- The Clarity Workshop Paid virtual training program that teaches accounting firms how to implement the Clarity advisory framework and generate recurring fees. Priced at £357 (UK), AU$699 (Australia), US$459 (US).
- Clarity Education Programs (Clarity AdvisorU)
Quantifiable outcome
- Workshop attendees generate £1.87M in Gross Recurring Fees averaging £24k per firm
- +3 more outcomes
Companies that use Clarity
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Clarity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature10 records
Clarity partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- XerocoreXero integration allowing data import from Xero accounting software. Clarity is listed as a certified Xero App Partner with dedicated integration page and Xero App Store listing.
- QuickBookscoreQuickBooks integration for data import and workflow automation. Listed on Intuit QuickBooks App Store.
- Sage AccountingcoreSage Accounting integration enabling data import from Sage platform. Listed on Sage Marketplace.
- Capitalise.comcoreIntegration partnership for business funding services. Clarity's 'Funding by Clarity' powered by Capitalise enables identification of funding needs and connection to Capitalise platform.
- Armadillo SupportminorPartnership with Armadillo Support for the launch of Armadillo Academy for Practice Development, helping accounting firms develop advisory capabilities.
- B1G1 (Business for Good International)minorGlobal giving movement partnership. For every interaction with Clarity, they contribute to social impact projects including training for social entrepreneurs, protecting girls from trafficking, and planting trees. Supports UN Global Goals.
- Free to ShineminorCharity partnership focused on protecting girls from trafficking through education. Workshop participants automatically contribute to this cause.
- Champion HealthminorEmployee wellness platform providing Clarity employees free access to mental and physical health resources both in workplace and beyond.
- AWS (Amazon Web Services)coreCloud hosting provider for Clarity application. AWS provides application hosting, data storage, and infrastructure. Data is encrypted at rest with access controls.
- StripecorePayment processing platform for subscription billing and payment collection. Processes credit card payments for Clarity subscriptions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Clarity competitors and assessment
Company assessmentBroad incumbents
- Sage: Major accounting software platform with its own Sage Marketplace where Clarity is listed. Sage has the scale and customer base to develop or acquire competing advisory capabilities.
- Xero: Dominant cloud accounting platform and Clarity's most important distribution partner via the Xero App Store. Xero's roadmap includes advisory-adjacent features that could compete with Clarity's value proposition.
Direct peers
- Karbon: Practice management and workflow platform for accounting firms, with team collaboration, work pipelines, and client communication features. Competes with Clarity for the same accounting firm buyer.
- Fathom: Financial analysis, reporting, and benchmarking software for accountants and advisors. Direct overlap with Clarity's benchmarking, financial plan, and 7 Key Numbers diagnostic features.
- Canopy: Practice management software for accounting firms offering client CRM, document management, and workflow tools. Targets the same SMB and mid-market accounting firm buyer as Clarity.
- Practice Ignition: Direct competitor offering engagement letter, proposal, and advisory pricing tools for accounting firms. Like Clarity, Practice Ignition targets the shift from compliance to advisory services and integrates with Xero, QuickBooks, and Sage.
- Spotlight Reporting: Reporting and dashboarding platform for accountants and bookkeepers to deliver advisory-grade visualizations to clients. Overlaps with Clarity's reporting, benchmarking, and Portfolio View features.
- Jetpack Workflow: Workflow automation and recurring process management for accounting firms. Competes for the same practice management and process standardization budget within accounting firms.
- Financial Cents: Accounting practice management software with workflow, time tracking, and client management features. Targets solo and small accounting firms with similar feature scope to Clarity.
Emerging players
- Botkeeper: AI-driven bookkeeping automation platform serving accounting firms. Adjacent overlap with Clarity's AI advisory tools (Hartley, Numina) and similar customer base of outsourced bookkeeping and advisory firms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Clarity social profiles
Digital presenceClarity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clarity leadership team
Management profileNumber of profiles
Profiles5 records
Clarity funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clarity 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 Clarity
What does Clarity do?
Clarity (Clarity HQ) is a cloud-based SaaS platform that enables accounting firms to deliver structured business advisory services to their small business clients at scale. It combines proprietary advisory methodologies (CLEAR Map, 7 Key Numbers, 5 Levers), AI tools (Hartley, Numina), portfolio analytics, benchmarking and meeting frameworks, and integrates natively with Xero, QuickBooks and Sage Accounting to import client financial data.
Is Clarity a public or private company?
Clarity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Clarity founded?
Clarity was founded in 2019. It employs 1 to 10 people.
Where is Clarity based?
Clarity is headquartered in Reading, United Kingdom, in the Europe region.
How does Clarity make money?
Four revenue lines are on record. Software Subscription is the primary driver. The others are workshop Revenue, education Programs and benchmarking Reports.
Who are Clarity's main competitors?
Broad incumbents on record are Sage and Xero. Direct peers are Karbon, Fathom, Canopy, Practice Ignition, Spotlight Reporting, Jetpack Workflow and Financial Cents. Botkeeper is listed as an emerging player.
Does Clarity have an API?
No public API is recorded for Clarity.
What industry is Clarity in?
Clarity's product category is Accounting Practice Advisory Software. Its primary akta.pro industry code is BPAMAAAF, Q&A and Knowledge Discovery Platforms, with a secondary code of HDAEALAH, IT Knowledge Management & Service Desk Platforms. Its NAICS code is 513210 and its SIC code is 7372.