Count Financial

What Count Financial does

Count Financial Limited (ABN 19 001 974 625, AFSL 227232) is an Australian integrated accounting and wealth services provider and a wholly-owned subsidiary of ASX-listed Count Limited (ABN 11 126 990 832). Founded in 1980 and headquartered in Hornsby, New South Wales, the firm delivers professional services through a network of AFSL-authorised representatives, equity partners, and six physical offices spanning Australia's eastern seaboard (Hornsby, Western Sydney, North Sydney, Gold Coast, Coolangatta, Adelaide). Its portfolio comprises 13 service lines organised into two segments: Business Services (accounting, taxation, advisory, audit and assurance, wealth, actuarial, finance and lending, training, digital and IT systems, sector expertise, and support) and Individual Services (accounting, taxation, self-managed super funds, and wealth advice). The firm serves both businesses (SMEs and larger enterprises) and individuals, positioning itself as a "one-stop" provider that combines accounting expertise with wealth management capabilities.

The business model is professional services: revenue is generated through fees charged for accounting, tax, advisory, audit, wealth, and related engagements, typically negotiated on a client-by-client basis. Distribution is sales-led, executed through the AFSL member network, the equity partner programme, and physical office presence. The company has recently wound up its restricted SMSF/limited-advice service, resulting in the loss of 26 advisers, while continuing to actively recruit new AFSL members and equity partners. No proprietary technology, AI/ML capabilities, patents, or public pricing is disclosed in the source material; the underlying delivery model is human-adviser-intensive under the firm's AFSL authorisation. As a private subsidiary of a public parent, Count Financial does not publish standalone revenue or financial statements.

Name

Count Financial

Legal name

Count Financial Limited

Website

https://count.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Count Financial is an Australian integrated accounting and wealth services provider, wholly-owned by ASX-listed Count Limited. It delivers 13 service lines through AFSL-authorised advisers, equity partners, and six offices across eastern Australia, serving both businesses and individuals.

Ownership category

akta.pro rank

Product category

Professional Accounting and Wealth Advisory Services

NAICS

Finance and Insurance (52)

akta.pro primary industry

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)

Keywords

• Accounting services
• Wealth advisory
• Taxation services
• Business advisory
• Audit assurance

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Wealth Advice Services: Count generates revenue through wealth advice and financial planning services offered to individuals and businesses, delivered through its network of authorised representatives and financial advisers.
2. Accounting Services: Revenue generated from accounting, taxation, audit and assurance, and advisory services provided to businesses and individuals.
3. Self Managed Super Fund Services: Count previously operated a restricted SMSF/limited-advice service (now wound up), which previously contributed to revenue through super fund administration and advice.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Count Financial is an integrated accounting and wealth services provider delivering a comprehensive suite of professional services to businesses and individuals across Australia. Services span business accounting, taxation, advisory, audit and assurance, wealth management, actuarial, finance and lending, training, and digital/IT systems for businesses, plus personal accounting, taxation, self-managed super funds, and wealth advice for individuals. The offering is distributed through a network of AFSL-authorised advisers and equity partners operating from offices across Australia's eastern seaboard.

Product overview

Count is an integrated accounting and wealth services provider offering a comprehensive suite of professional services for both businesses and individuals. The portfolio consists of core service lines organized into two main segments: Business Services (Accounting, Taxation, Advisory, Audit and Assurance, Wealth, Actuarial, Finance and Lending, Training, Digital and IT Systems, Sector Expertise, and Support) and Individual Services (Accounting, Taxation, Self Managed Super Funds, and Wealth Advice). The company operates through a network of offices across Australia including Western Sydney, North Sydney, Hornsby, Coolangatta, Gold Coast, and Adelaide, positioning itself as an integrated one-stop provider that combines accounting expertise with wealth management capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services
• Taxation Services
• Advisory Services
• Audit and Assurance
• Wealth Services
• Actuarial Services
• Finance and Lending
• Training Services
• Digital and IT Systems
• Sector Expertise Services
• Support Services
• Self Managed Super Funds (SMSF)
• Wealth Advice

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• William Buck: Australian mid-tier accounting and advisory firm providing accounting, tax, audit, and business advisory services to SMEs and individuals — closely comparable to Count's core professional services offering.
• BDO Australia: Mid-tier accounting and professional services network in Australia offering audit, tax, advisory, and wealth-related services to businesses and individuals — comparable size and service breadth to Count.
• Pitcher Partners: Australian mid-tier accounting and advisory firm with integrated wealth and business services delivered through a partnership network across eastern Australia — directly comparable to Count's integrated model and equity-partner distribution approach.
• HLB Mann Judd: Australian mid-tier accounting and business advisory network offering tax, audit, advisory, and wealth services through partner offices — directly comparable to Count's partner-led distribution and integrated service mix.
• Crowe Australasia: Australia and New Zealand accounting and advisory network serving mid-market clients with audit, tax, advisory, and consulting services — comparable in scale and target market to Count.
• RSM Australia: Australia-focused mid-tier accounting, audit, tax and advisory network with comparable service portfolio and target SME/mid-market customer segments to Count.

Broad incumbents

• AMP Limited: Major Australian wealth manager and financial services group offering advice, superannuation, banking, and investment products — broad incumbent competing with Count's wealth advice segment at far greater scale.
• Deloitte Australia: Big Four firm offering audit, tax, consulting, financial advisory, and wealth-related services — broad incumbent with significant overlap to Count's full service portfolio but at much larger scale.
• Insignia Financial: Large Australian wealth management platform (formerly IOOF) offering financial advice, superannuation, and investment platforms — comparable on the wealth-advice side of Count's integrated offering, but operating at significantly larger scale.
• KPMG Australia: Big Four professional services firm in Australia with a full suite of audit, tax, advisory, and consulting services — broad incumbent with overlapping capabilities but a much larger and broader portfolio than Count's niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/countcf

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Count Financial