Countless
Countless is a fully remote, full-service CPA firm founded in 2016 that provides recurring bookkeeping with virtual CFO advisory, year-round tax planning and preparation, business formation, and consulting services to small business owners across the United States.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Countless does
Countless is a fully remote, full-service CPA firm founded in 2016 by Brittany Turner and headquartered in New York, serving small business owners across 26 U.S. states. The firm delivers a unified suite of services including recurring monthly bookkeeping with virtual CFO-level advisory, year-round tax planning and preparation (personal, business, multi-state, payroll, and sales tax), one-off consulting and training, complete business formation services, founder-led speaking and teaching, and a productized Reasonable Compensation Report for S-Corp owners.
The technology backbone is a cloud-based accounting stack with Xero as the primary endorsed platform (supported by QuickBooks Online for legacy clients), integrated with Gusto for payroll, Expensify for expense management, Hubdoc for document capture, Shopify for e-commerce, Stripe and Square for payments, and Zapier for workflow automation. The firm operates without physical client-facing offices, relying instead on cloud platforms and remote delivery to serve clients nationwide.
Revenue is generated primarily through recurring monthly bookkeeping subscriptions, project-based tax preparation and consulting engagements, one-time productized deliverables (notably the Reasonable Compensation Report), and speaking/teaching engagements. Pricing is quote-based and not publicly disclosed; the firm qualifies leads via a detailed website inquiry form. The customer base is composed of SMBs and sole proprietors across professional services, e-commerce, real estate, creative/publishing, wellness, and home services industries, with multiple clients reporting relationships dating back to 2016 and 2018.
Countless firmographics
Firmographics- Name
- Countless
- Legal name
- Countless, LLC
- Website
- https://countless.io
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Countless is a fully remote, full-service CPA firm founded in 2016 that provides recurring bookkeeping with virtual CFO advisory, year-round tax planning and preparation, business formation, and consulting services to small business owners across the United States.
- Ownership category
- akta.pro rank
Countless industry classification
Industry- Product category
- Accounting and Tax Services
- NAICS
- Offices of Certified Public Accountants (541211)
- akta.pro primary industry
- General Ledger & Close (Journal Entries, Month-End Close, Reconciliations) (BPAAAGAC)
- akta.pro secondary industry
- Tax Operations Support (Indirect Tax, Withholding, Compliance Admin) (BPAAAGAI)
Keywords
Where Countless is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Countless business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Bookkeeping + Virtual CFO Services: Monthly bookkeeping packages including transaction recording, reconciliation, monthly financial reports, ongoing tax planning assistance, and virtual CFO services. Customized tax savings projections and financial guidance included.
- Tax Planning & Preparation: Personal taxes, business taxes, multi-state taxes, payroll taxes, and sales tax preparation. Dynamic ongoing tax planning service with regular check-ins throughout the year for proactive tax strategy.
- Consulting/Training: One-off consulting sessions and training for small business owners covering accounting software setup, tax entity selection, accounting department workflow setup, and cloud migration. Empowering clients to manage their own finances.
- Business Formation Services: Complete new business setup including entity formation, EIN registration, state agency registration, sales tax setup, payroll system configuration, accounting software setup, and client training.
- Reasonable Compensation Report: One-time report generation for S-Corp owners documenting reasonable compensation calculations with methodology, time breakdowns, activity summaries, and salary justifications for IRS defense.
- Speaking & Teaching: Workshops, training sessions, and presentations on small business bookkeeping, accounting, and taxes delivered by founder Brittany Turner. Custom or standard formats available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Reasonable Compensation Report - one-time document delivery |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels7 records
Countless product offering
Product offeringCore offering
Countless is a full-service CPA firm for small businesses providing bookkeeping, monthly financial reporting, virtual CFO advisory, tax planning and preparation (personal, business, multi-state, payroll, and sales tax), consulting and training, and business formation services. The firm operates as a fully remote practice using cloud-based accounting platforms (primarily Xero, with QuickBooks Online support) and integrated applications for payroll, expense management, document handling, e-commerce, and payments. It also offers specialized deliverables such as a Reasonable Compensation Report for S-Corp owners.
Product overview
Countless is a full-service CPA firm for small businesses offering a unified suite of accounting and financial services. The core offering combines Bookkeeping + Virtual CFO Services (which includes actual bookkeeping, monthly reports, tax planning, projections, and strategic advisory), Tax Planning & Preparation (covering personal, business, multi-state, payroll, and sales taxes with ongoing planning), Consulting/Training (one-off sessions and ongoing guidance on entity selection, software, and workflows), and Starting a Business Setup (comprehensive new business establishment from entity formation through training). Additional services include Speaking & Teaching workshops and a specialized Reasonable Compensation Report product for S-Corp owners. The firm operates as a services-based practice rather than a software product company.
Differentiator
Problem solved
Functional benefit
Products and services
- Bookkeeping + Virtual CFO Services Comprehensive monthly bookkeeping package including transaction recording, reconciliation, monthly customized tax savings figures, monthly financial reports, ongoing financial and tax planning assistance, cash flow tracking reports, projections, and Virtual CFO-level strategic guidance. Designed for small business owners who want a full-service ongoing financial partner.
- Tax Planning & Preparation Full-service tax preparation covering personal taxes, business taxes, multi-state taxes, payroll taxes, and sales tax. Includes dynamic, ongoing tax planning service with regular check-ins throughout the year, rather than only seasonal filing.
- Consulting / Training One-off consulting sessions and ongoing consulting services including tax entity selection advice, accounting software setup, workflow setup, cloud migration, and paperless office transitions. Designed to empower small business clients to manage aspects of their own finances.
- Starting a Business Setup Services Complete new business establishment services including entity advising, entity formation, EIN acquisition, state agency registration, registered agent guidance, sales tax setup, payroll system building, accounting software configuration, and client training for new business owners.
- Reasonable Compensation Report Specialized report for S-Corp owners that calculates and justifies reasonable compensation amounts based on business variables and comparable salary standards. Includes breakdowns of time, business activities, salary by duties, methodology, and final calculations, delivered as a PDF for IRS compliance.
- Speaking & Teaching Workshops, training sessions, and presentations on small business bookkeeping, accounting, and taxes delivered by founder Brittany Turner. Available in custom or standard formats for organizations and groups.
Quantifiable outcome
- Two client companies were acquired by Fortune 500 and Fortune 100 companies, demonstrating successful financial management
- +2 more outcomes
Companies that use Countless
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Countless technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature2 records
Countless partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, secondary and supporting.
- XerocoreXero is Countless's primary endorsed accounting software platform. The firm is Xero-focused and recommends Xero to all clients for its online accessibility, intuitive dashboard, mobile app, invoice creation, inventory tracking, and integration with 500+ add-on applications. Firm values align with Xero's commitment to continuous improvement and cloud-based accounting.
- QuickBooks OnlinesecondarySecondary accounting platform supported by Countless for clients who prefer or already use QuickBooks Online. Firm also supports clients using this platform alongside Xero.
- GustocoreGusto is the recommended payroll platform integrated with Countless's accounting services. Used for payroll processing, employee onboarding, benefits administration, and payroll-related journal entries.
- ExpensifysupportingExpense management platform integrated with Countless's service offerings. Used for tracking and categorizing business expenses for client bookkeeping.
- HubdocsupportingDocument management platform used for receipt capture, document storage, and client file organization within Countless's cloud-based systems.
- ShopifysupportingE-commerce platform supported for retail/e-commerce clients. Shopify stores integrate with accounting software for seamless sales data and inventory tracking.
- StripesupportingPayment processing platform integrated with accounting systems for clients using Stripe for business payments. Also used as a payment processor for Countless services.
- SquaresupportingPayment processing platform supported alongside Stripe for retail and e-commerce clients needing point-of-sale and online payment integration.
- ZapiersupportingAutomation platform used to connect and automate workflows between various integrated applications used by Countless and their clients.
- Pledge 1%coreCountless formally pledged at least 1% of gross revenue to charity starting in 2023 through Pledge 1%, an organization encouraging companies to pledge 1% of equity, profit, product, or employee time to benefit their communities. Currently supporting Amnesty International, Fostering Hope, NAACP, RADA Foundation, Project HOME Philadelphia, BeLoved Asheville, and National Network of Abortion Funds.
- WBENCcoreWomen's Business Enterprise National Council certification. Countless displays WBENC logo indicating women-owned business certification, supporting their commitment to diversity and inclusion in business practices.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Countless competitors and assessment
Company assessmentPeers
Direct peers
- Xendoo: Xendoo offers monthly bookkeeping, tax filing, and financial reporting for small businesses, leveraging cloud accounting platforms. Comparable to Countless in SMB-focused recurring bookkeeping plus tax bundle, though delivered via a more software-led model.
- Bench: Bench is a tech-enabled bookkeeping service for small businesses, pairing dedicated bookkeepers with proprietary software. Directly comparable to Countless in targeting SMB owners needing ongoing monthly bookkeeping, financial reporting, and tax-ready financials, but operating at significantly larger scale.
- Bookkeeper360: Bookkeeper360 provides cloud-based bookkeeping, CFO, and tax services to small and mid-sized businesses using Xero and QuickBooks. Directly comparable in technology platform preference (Xero-certified), recurring engagement model, and SMB target customer.
- TGG Accounting: TGG Accounting provides outsourced bookkeeping, controller, and CFO services to small businesses and nonprofits. Comparable to Countless in outsourced-finance positioning and SMB recurring-engagement model, though with a stronger nonprofit vertical.
- Pilot: Pilot provides outsourced bookkeeping, CFO services, and tax support to startups and small businesses using cloud accounting platforms. Comparable to Countless in service scope (bookkeeping, CFO advisory, tax) and SMB customer segment, though Pilot skews more toward venture-backed startups.
- 1-800Accountant: 1-800Accountant is a national accounting services firm serving small businesses with bookkeeping, tax preparation, and advisory. Directly comparable to Countless's SMB-focused bookkeeping and tax offering, though at much larger scale and with heavier brand advertising.
- Greenback Accounting Services: Greenback offers remote bookkeeping and tax services to small businesses and self-employed professionals. Comparable to Countless in SMB and solopreneur target market, recurring remote engagement model, and emphasis on cloud accounting platforms.
Emerging players
- Botkeeper: Botkeeper provides automated bookkeeping supported by AI and offshore accountants, sold primarily through accounting firm partnerships. Comparable to Countless's cloud-first, automation-aware service delivery, though Botkeeper's customer is the accounting firm rather than the SMB end-client.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Countless social profiles
Digital presenceCountless financial estimates
Financial estimateRevenue estimate
Valuation estimate
Countless leadership team
Management profileNumber of profiles
Profiles11 records
Countless funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Countless 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 Countless
What does Countless do?
Countless is a full-service CPA firm for small businesses providing bookkeeping, monthly financial reporting, virtual CFO advisory, tax planning and preparation (personal, business, multi-state, payroll, and sales tax), consulting and training, and business formation services. The firm operates as a fully remote practice using cloud-based accounting platforms (primarily Xero, with QuickBooks Online support) and integrated applications for payroll, expense management, document handling, e-commerce, and payments. It also offers specialized deliverables such as a Reasonable Compensation Report for S-Corp owners.
Is Countless a public or private company?
Countless is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Countless founded?
Countless was founded in 2016. It employs 1 to 10 people.
Where is Countless based?
Countless is headquartered in New York, United States, in the North America region.
How does Countless make money?
Six revenue lines are on record. Bookkeeping + Virtual CFO Services are the primary driver. The others are tax Planning & Preparation, consulting/Training, business Formation Services, reasonable Compensation Report and speaking & Teaching.
Who are Countless's main competitors?
Intuit QuickBooks Live is listed as a peer. Direct peers are Xendoo, Bench, Bookkeeper360, TGG Accounting, Pilot, 1-800Accountant and Greenback Accounting Services. Botkeeper is listed as an emerging player.
Does Countless have an API?
No public API is recorded for Countless.
What industry is Countless in?
Countless's product category is Accounting and Tax Services. Its primary akta.pro industry code is BPAAAGAC, General Ledger & Close (Journal Entries, Month-End Close, Reconciliations), with a secondary code of BPAAAGAI, Tax Operations Support (Indirect Tax, Withholding, Compliance Admin). Its NAICS code is 541211.