Calculate

What Calculate does

Calculate is a New York-based finance advisory and automated accounting firm serving growth-stage companies, primarily venture-backed startups and mid-market operators in the United States. The firm operates on a hybrid model that combines outsourced and fractional finance services — including bookkeeping, transaction advisory, growth strategy, and compliance/tax work — with a proprietary technology platform called The Hub, which the firm positions as the connective layer that links existing accounting, payroll, payment, eCommerce, and CRM systems rather than replacing them.

The Hub is built as a Google Sheets add-in and exposes 13+ specialized modules (Hub Toolkit) covering QuickBooks Online workflows (journal entry uploader, depreciation schedules, chart of accounts editor, invoice/bill uploaders, reporting), Stripe transactions and invoicing, Shopify order and inventory reporting, Gusto payroll compensation reporting, Xero reporting, and a custom reporting builder that merges data across platforms via API. A second tier, Hub Enterprise, is sold as a custom-built configuration for complex business structures, with the platform handling data movement and refresh proactively without manual intervention. Distribution combines a sales-led advisory motion (direct conversations, consultation requests, demo offers) with a self-serve product-led motion via hub.calculate.works, supported by content marketing, an email newsletter, and earned media through founder Joseph Manganelli's Inc. Magazine contributions.

Calculate is a privately held, founder-operated firm with no disclosed institutional funding, parent company, or M&A activity. It operates as a remote-first organization with its head office at 109 West 27th Street, New York, NY, and claims a track record of 131 clients served and $350M in client funds raised across a range of industries including consumer products, hospitality, professional services, cybersecurity, fintech, and brand development. The firm is small (11-50 employees), has no publicly disclosed revenue, and competes primarily on the integration of human finance expertise with the proprietary Hub automation layer rather than on standalone scale.

Name

Calculate

Legal name

Calculate

Website

https://calculate.works

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Calculate is a New York-based finance advisory and automated accounting firm serving US growth-stage startups and mid-market companies, combining bookkeeping, transaction advisory, compliance, and fractional CFO services with The Hub, its proprietary spreadsheet-based financial automation platform.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Processing & Data Preparation (7374), Investment Advice (6282)

akta.pro primary industry

Accounts Receivable (Invoicing, Cash Application, Deductions) (BPAAAGAB)

akta.pro secondary industries

Fixed Assets Accounting (Capitalization, Depreciation, Asset Register) (BPAAAGAF), Semantic Layer, Metrics Store & Headless BI (HDAEAMAE)

Keywords

• Financial operations advisory
• Transaction advisory services
• Automated accounting platform
• Growth strategy consulting
• Tax compliance services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Finance and Accounting Services: Advisory services including bookkeeping, financial reporting, strategic advisory, transaction support, tax preparation and compliance. Services are tailored to each client's business using their proprietary Hub platform.
2. The Hub SaaS Platform: The Hub platform automates financial processes by integrating financial software. Two tiers: Hub Toolkit (flexible suite of spreadsheet tools for automations) and Hub Enterprise (custom-built solution for complex business structures).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Calculate is a finance advisory and automated accounting firm that delivers financial operations, transaction advisory, growth strategy, and compliance services to growth-stage and mid-market companies. Layered on top of these advisory services is The Hub, a proprietary spreadsheet-based financial automation platform (delivered as a Google Sheets add-in) that integrates with QuickBooks, Xero, NetSuite, Sage Intacct, Stripe, Shopify, Gusto, Salesforce, HubSpot, Snowflake, and other systems to automate data collection, uploads, reconciliations, and reporting.

Product overview

Calculate offers a unified platform called The Hub that links financial tools together to automate financial processes. The platform consists of The Hub itself as the core product, The Hub Toolkit as a spreadsheet-based add-on providing pre-built templates for automations, and The Hub Enterprise for complex business structures. The Hub Toolkit includes specialized modules for Quickbooks Online (Journal Entry Uploader, Depreciation & Schedules, Chart of Accounts Editor, Invoice Uploader, Reporting), Stripe (Transactions Report), Shopify (Orders Report), Gusto (Compensation Report), Xero (Reporting), and Custom Reporting. These products work together to connect existing finance, accounting, and operational tools rather than replacing them, eliminating manual work through automated data collection and upload/download capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• The Hub: A customizable platform that links financial tools together to automate financial processes. The Hub includes spreadsheet-based tools for automating data collection, reconciliations, and reporting.

Products and services

• Financial Operations Services Outsourced financial operations support for growth companies, covering cleaning and maintaining books, accounting software management, invoicing, expense management, and payroll administration. Delivered using Calculate's team of finance professionals supported by The Hub automation platform.
• Transaction Advisory Services Advisory engagements that bring Calculate's transaction experience to clients buying, selling, or investing, including deal preparation, business structuring, scenario planning, and due diligence support.
• Growth Strategy Services Consulting engagements that analyze client financial and operational data and develop a plan of attack for growth, combining advisory expertise with data analysis enabled by The Hub.
• Compliance and Tax Services Tax preparation, tax strategy, revenue recognition, and ongoing compliance management for clients navigating complex and changing regulatory requirements.
• The Hub A customizable financial-automation platform that links existing finance, accounting, and operational tools together to automate financial processes rather than replacing them. Includes the Hub Toolkit (self-serve spreadsheet-based tools) and Hub Enterprise (custom-built for complex business structures).
• The Hub Toolkit A spreadsheet-based subscription tool that runs as a Google Sheets add-in, providing pre-built templates that talk directly to finance systems (QuickBooks, Xero, Stripe, Shopify, Gusto) to automate data collection, uploads, and reporting.
• The Hub Enterprise A custom-built subscription tier of The Hub built to client specification for complex business structures, running and optimizing data proactively for analysis without manual intervention.

Quantifiable outcome

• $350M in client funds raised
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature8 records

Partnerships

15 partnerships are on record, tiered core and secondary.

• QuickBooks OnlinecoreTechnology or IntegrationPrimary accounting platform integration. Hub provides tools for journal entries, depreciation schedules, chart of accounts editing, invoice uploading, bill management, reporting, transaction loading, and bulk customer/vendor editing.
• XerocoreTechnology or IntegrationAccounting platform integration with reporting tools that solve Xero's common issues like period limits and backwards columns.
• NetSuitecoreTechnology or IntegrationEnterprise accounting platform integration as part of Hub's connectivity capabilities.
• Sage IntacctcoreTechnology or IntegrationAccounting platform integration as part of Hub's connectivity capabilities.
• StripecoreTechnology or IntegrationPayment platform integration. Hub provides transactions report and invoices report tools for revenue reporting automation, reconciliation, and deferred revenue scheduling.
• ShopifycoreTechnology or IntegrationeCommerce platform integration. Hub provides order lines report and custom reports for tracking sales by SKU, revenue by day, and inventory consumption.
• GustocoreTechnology or IntegrationPrimary payroll partner for automated payroll, benefits, and insurance integration. Hub provides compensation report tool for downloading employee data and reallocating expenses.
• PayPalsecondaryTechnology or IntegrationPayment platform integration as part of Hub's payment processing connectivity.
• SalesforcesecondaryTechnology or IntegrationCRM integration connecting sales data with financial workflows.
• HubSpotsecondaryTechnology or IntegrationCRM integration for connecting marketing/sales data with financial processes.
• AWS S3secondaryTechnology or IntegrationData storage integration for backup files and custom database connections.
• SnowflakesecondaryTechnology or IntegrationData warehouse integration for advanced analytics and reporting.
• Google SheetscoreTechnology or IntegrationHub operates as a spreadsheet add-in (Google Sheets Marketplace app) for building automations and accessing templates.
• Google Play StoresecondaryTechnology or IntegrationPayment platform integration for app revenue tracking.
• Apple App StoresecondaryTechnology or IntegrationPayment platform integration for app revenue tracking.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Relay Financial: Relay provides business banking, bill pay, and financial management for SMBs. Adjacent rather than direct — broader financial-operations platform rather than pure accounting advisory, but competes for the same growth-company financial-ops budget.

Direct peers

• Bench: Bench provides outsourced bookkeeping and financial reporting for SMBs and startups with proprietary software embedded in the service. Directly competes with Calculate's financial operations and Hub-powered automation offering.
• Bookkeep: Bookkeep automates accounting workflows by connecting eCommerce, payment, and CRM platforms to QuickBooks and Xero — overlapping directly with The Hub's core integration and reconciliation capabilities.
• Acuity Finance: Acuity provides fractional CFO and financial operations services to startups and growth companies. Comparable target market and advisory services mix, though less emphasis on proprietary automation tooling.
• Pilot: Pilot is the closest direct competitor — provides bookkeeping, financial reporting, and CFO services specifically for startups, combining human expertise with software automation. Both serve the same growth-company niche with a tech-enabled services model.
• LiveFlow: LiveFlow builds Google Sheets-based financial reporting and automation that connects to QuickBooks, Xero, Stripe, and Shopify — a near-identical technical approach to The Hub Toolkit with spreadsheet-native workflows.
• Kruze Consulting: Kruze provides accounting, tax, and CFO services for venture-backed startups — a near-exact match for Calculate's growth-company advisory model with strong fundraising support and transaction advisory overlap.

Emerging players

• Numeric: Numeric is an AI-native accounting workflow platform focused on month-end close for startups. Competes with the automation dimension of The Hub from a more software-first, less services-led angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Calculate