Beany
Beany is an online accounting, tax, and advisory firm delivering subscription-based services and AI-assisted reporting to small and medium-sized businesses across New Zealand, Australia, and the UK via a remote chartered-accountant team.
- Company typePrivate
- Founded2015
- HeadquartersTaupo, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Beany does
Beany is an online accounting, tax, and advisory firm serving small and medium-sized businesses across New Zealand, Australia, and the United Kingdom. The firm operates a remote-only chartered-accountant delivery model organised around three subscription tiers — Economy ($195+GST/month), Premium ($329+GST/month), and Business (from $559+GST/month) — with twelve-month commitments, usage-based bookkeeping add-ons, and custom-scoped advisory engagements for business structuring, succession planning, and growth strategy. Targeted at SMEs that previously lacked affordable access to ongoing CFO-level advice, Beany packages its offering around the 'Executive Intelligence Framework', which combines AI-assisted written business insights with standard management reports and a strategic accountant session on a monthly or quarterly cadence.
The underlying technology stack is a proprietary cloud-based platform that orchestrates bookkeeping across Xero (Platinum Partner), MYOB (Silver Partner), and QuickBooks (ProAdvisor UK Level 1 / Silver AU). On top of this, Beany operates 'AI at Beany' — a text-modality AI capability used for research, pattern identification, and draft generation of Business Insights reports. All AI outputs are routed through a documented 4-check Accuracy/Context/Ethics/Accountability governance framework and reviewed by qualified accountants before client delivery; AI is positioned as an efficiency lever for the chartered-accountant workforce rather than a stand-alone product. The company holds no disclosed patents or proprietary model IP.
Commercially, Beany runs a sales-led, discovery-call-first GTM supported by content marketing (a Resources Hub on tax, budgeting, and business strategy) and a partner referral channel spanning Xero/MYOB/QuickBooks platform referrals and adjacent GTM partners including Emerge, FundTap, LegalVision, and industry associations WIFT NZ and INNZ. The firm is privately held, founded by Sue de Bievre with John Curtis as Co-Founder and CTO, structured through three operating entities (Beany Limited in NZ, Beany UK Ltd, Beany Australia Pty Ltd), and has not raised institutional capital since a disclosed NZ$1.5M round in October 2019; headcount sits in the 11–50 range distributed across the three operating geographies.
Beany firmographics
Firmographics- Name
- Beany
- Legal name
- Beany Limited
- Website
- https://beany.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Beany is an online accounting, tax, and advisory firm delivering subscription-based services and AI-assisted reporting to small and medium-sized businesses across New Zealand, Australia, and the UK via a remote chartered-accountant team.
- Ownership category
- akta.pro rank
Beany industry classification
Industry- Product category
- Online Accounting Services
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Payroll Services (541214)
- SIC
- Services-Management Services (8741), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting) (BPAAAGAJ)
Keywords
Where Beany is headquartered
LocationHeadquarters
- HQ city
- Taupo
- HQ country
- New Zealand
- HQ region
- Oceania
Offices3 records
Markets served
Beany business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Accounting Subscription Packages: Fixed monthly fee accounting packages (Economy, Premium, Business tiers) with 12-month commitment. Includes tax compliance, management reporting, unlimited support, and advisory sessions depending on tier.
- Bookkeeping Services: Hourly bookkeeping rate ($75+GST/month estimated and quoted upfront in NZ; $85+GST in AU; £37.50+VAT in UK). Monthly flat-rate bank reconciliation packages also available.
- Add-on Services: Optional add-ons including GST returns ($57.50+GST/month), AIM returns ($145+GST/month), FBT returns ($65+GST/month), dividend preparation ($237.50+GST), property services ($94+GST/month), livestock ($40+GST/month), Xero setup ($350+GST).
- Advisory Services: Custom-scoped advisory engagements for business structuring, buying/selling businesses, succession planning, strategic growth, and other advisory needs. Quoted upfront based on scope.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Economy - Great for small businesses with compliance needs |
| Subscription | Annual | Premium - Ideal for growing businesses with quarterly clarity |
| Subscription | Annual | Business - For businesses ready to scale with financial partnership |
| Usage-based | Monthly | Bookkeeping (NZ) - Add-on for existing clients |
| Usage-based | Monthly | Bookkeeping (UK) - Add-on for existing clients |
| Usage-based | Monthly | Bookkeeping (AU) - Add-on for existing clients |
| Subscription | Monthly | Add-on: GST Returns |
| Subscription | Monthly | Add-on: AIM Returns |
| Subscription | Monthly | Add-on: FBT Returns |
| Other | Pay-as-you-go | Add-on: Dividend Preparation |
| Subscription | Annual | Add-on: Property Services |
| Subscription | Annual | Add-on: Livestock |
| One time/ perpetual license | Pay-as-you-go | Add-on: Xero Setup and Training |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Beany product offering
Product offeringCore offering
Beany is an online accounting, tax and advisory firm delivering Tax Compliance, Bookkeeping & Payroll, Management Reporting (Executive Intelligence), Budgets & Forecasting, and Business Advisory to small and medium businesses across New Zealand, Australia, and the UK. Services are delivered via a proprietary cloud platform integrated with Xero, MYOB, and QuickBooks, combined with AI-assisted insights reviewed and signed off by chartered accountants.
Product overview
Beany is a cloud-based accounting and advisory platform offering three-tiered pricing packages (Economy, Premium, Business) across New Zealand, Australia, and the UK. The core service integrates accounting software integrations (Xero, MYOB, QuickBooks) with human-led services including Tax Compliance, Bookkeeping, Management Reporting (Executive Intelligence), Budgets & Forecasting, and Business Advisory. The platform features AI-assisted capabilities for research and written analysis through its proprietary 'AI at Beany' framework, and offers specialized add-ons including GST Returns, FBT Returns, VAT Returns, and BAS Services. Add-on services include property accounting, livestock valuations, Xero setup, and dividend preparation.
Differentiator
Problem solved
Functional benefit
Products and services
- Tax Compliance Comprehensive tax compliance service for SMBs covering annual financial statements, tax returns for companies/trusts/partnerships/sole traders, GST/VAT/BAS returns, FBT returns, provisional tax planning, and cross-border tax support across New Zealand, Australia, and the United Kingdom.
- Bookkeeping and Payroll Cloud-based bookkeeping and payroll service keeping Xero, MYOB, or QuickBooks files accurate and current, including bank reconciliations, accounts payable/receivable, month-end adjustments, fixed asset management, and payroll processing for SMB clients across NZ, AU, and UK.
- Management Reporting (Executive Intelligence) Monthly or quarterly management accounts combining an AI-assisted Business Insights report (written analysis with key strengths, areas to watch, and strategic recommendations), standard management reports (P&L, balance sheet, cashflow), and a strategic session with the assigned accountant for interpretation and action planning.
- Budgets and Forecasting Annual budget and forecast preparation for SMBs including variance analysis, cashflow forecasting, and a 4-way forecast covering P&L, cashflow, balance sheet, and headcount, delivered as part of the Business subscription package or standalone.
- Business Advisory Custom-scoped strategic advisory engagements covering business structuring, buying/selling businesses, succession planning, strategic growth planning, funding support, and property investment advice for ambitious SMB owners across NZ, AU, and UK.
- GST Returns Service
Quantifiable outcome
- Financial returns exceeding $1 billion managed annually across three countries
Companies that use Beany
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles1 record
Beany technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature3 records
Beany partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, supporting and minor.
- XerocoreXero platinum partner, L2 certified professional partner, and payroll specialist partner. Cloud accounting software integration enabling real-time data access for clients and seamless bookkeeping workflows.
- MYOBcoreSilver partner status with MYOB. Cloud accounting software alternative for clients preferring MYOB over Xero.
- QuickBookscoreQuickBooks ProAdvisor partner (Level 1 in UK, Silver in AU). Cloud accounting software integration providing additional platform options for clients.
- Independent Audit Services (IAS)supportingAward-winning financial statement auditor for all entity types across NZ and AU. Founded 2014, specializing exclusively in audit and assurance with competitive pricing.
- EmergesupportingDigital-first banking alternative for Kiwi businesses. Open business current account in 7 minutes with zero fees and instant virtual/physical debit cards. Auto-syncs with Xero.
- LegalVisionsupportingAward-winning commercial law firm providing affordable ongoing legal support. Beany clients receive one month's free membership on unlimited legal services membership.
- TradifysupportingBusiness management software for tradies. Integrates with Xero, MYOB, and QuickBooks for invoicing, quoting, and scheduling.
- WIFT NZ (Women in Film & Television)minorIndustry organization for film and television professionals. Beany provides exclusive discount and pricing structure for WIFT members.
- INNZ (Interpretation Network New Zealand)minorMembership organization for interpreters and visitor engagement professionals. Beany offers discounted pricing for INNZ members.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Beany competitors and assessment
Company assessmentBroad incumbents
- Xero: Xero is the dominant cloud accounting platform for SMBs globally. Xero is both a critical integration partner for Beany and a potential competitive threat as it expands advisory and accountant-match services around its core platform.
- Crowe (NZ/AU/UK): Crowe is a global accounting and advisory network with significant presence in NZ, Australia, and the UK. Competes with Beany for the upper-SMB/mid-market segment that values multi-country capability and broader advisory depth.
- BDO New Zealand: BDO is a major global accounting network with established NZ operations. Competes with Beany for NZ SMBs seeking growth-stage advisory and multi-country support across the firm's broader international footprint.
Emerging players
- Canopy: Canopy is a cloud practice management and AI-powered workflow platform serving accounting firms. Comparable in the AI-enabled accounting workflow space; targets the accountant ecosystem that Beany is part of rather than end SMBs directly.
- Karbon: Karbon is a cloud-based practice management workflow platform built for accounting firms. Comparable in the AI-enabled cloud workflow space; serves the same accountant ecosystem rather than competing directly for end SMB clients.
Direct peers
- Bench: Bench is a US-based online bookkeeping and accounting service for SMBs that combines cloud software with a dedicated team of bookkeepers. Directly competes with Beany in the outsourced SMB accounting space with similar model of monthly recurring packages plus add-ons.
- Botkeeper: Botkeeper combines automated bookkeeping software with human accountants to deliver monthly bookkeeping for SMBs and accounting firms. Comparable hybrid AI + human model serving similar small-business customer base.
- Tidy Books: Tidy Books is a New Zealand-based online bookkeeping firm targeting SMBs with cloud-based monthly packages. Direct regional peer to Beany in the NZ market with similar pricing structure and focus on Xero-integrated services.
- Pilot: Pilot provides online bookkeeping, tax, and CFO-level advisory services for small businesses and startups globally. Closely comparable in subscription pricing tiers, AI-assisted reporting, and dedicated-accountant model.
- 1-StopAccounting: UK-based online accounting and bookkeeping firm serving SMBs with subscription-based monthly accounting packages. Directly competes with Beany in the UK market with similar pricing tiering and cloud-software-integrated model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Beany social profiles
Digital presenceBeany financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beany leadership team
Management profileNumber of profiles
Profiles7 records
Beany funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beany 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 Beany
What does Beany do?
Beany is an online accounting, tax and advisory firm delivering Tax Compliance, Bookkeeping & Payroll, Management Reporting (Executive Intelligence), Budgets & Forecasting, and Business Advisory to small and medium businesses across New Zealand, Australia, and the UK. Services are delivered via a proprietary cloud platform integrated with Xero, MYOB, and QuickBooks, combined with AI-assisted insights reviewed and signed off by chartered accountants.
Is Beany a public or private company?
Beany is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Beany founded?
Beany was founded in 2015. It employs 11 to 50 people.
Where is Beany based?
Beany is headquartered in Taupo, New Zealand, in the Oceania region.
How does Beany make money?
Four revenue lines are on record. Accounting Subscription Packages are the primary driver. The others are bookkeeping Services, add-on Services and advisory Services.
Who are Beany's main competitors?
Broad incumbents on record are Xero, Crowe (NZ/AU/UK) and BDO New Zealand. Emerging players are Canopy and Karbon. Direct peers are Bench, Botkeeper, Tidy Books, Pilot and 1-StopAccounting.
Does Beany have an API?
No public API is recorded for Beany.
What industry is Beany in?
Beany's product category is Online Accounting Services. Its primary akta.pro industry code is BPAAAGAJ, Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting). Its NAICS code is 5412 and its SIC code is 8741.