Etax

What Etax does

Etax Accountants Pty Ltd is a private, family-owned Australian online tax agent founded in 1998 and headquartered in Brisbane, Queensland. The company operates a cloud-based tax return platform accessed via etax.com.au and native iOS/Android mobile apps, enabling individual Australian taxpayers to self-prepare and electronically lodge their annual tax returns with the Australian Tax Office (ATO). Every return is reviewed by a qualified CPA/CA accountant and a registered tax agent before lodgement, and the platform integrates directly with ATO systems for automated pre-fill of PAYG, bank interest, and government payment data, reducing manual data entry by up to 80%.

The core product is a product-led, direct-to-consumer online tax return service with no resellers or third-party channel partners. Pricing is per-return, with standard individual returns starting at AUD 87.49, a low-income tier from AUD 44.90, and business returns from AUD 219.90, plus a flat AUD 27.50 Fee From Refund option that defers payment until the refund is issued. Ancillary services include free non-lodgement advice, downloadable occupation-specific checklists, a public tax refund calculator, and an advice blog covering deductions, superannuation, and tax news.

Etax serves Australian individual taxpayers across all occupations and life stages, including employees, gig workers, sole traders, investors with rental/CGT income, new migrants, and visa holders. Multi-language support covers 20+ languages. The company is a Tax Practitioners Board registered tax agent (TPB #69399005), a CPA-certified practice, and holds ISO 9001 and ISO 27001 certifications. Customer acquisition is driven by organic search, content marketing, independent review platform ratings (4.7-4.8 stars), and seven consecutive Product Review awards (2020-2026), with 98% of clients stating they would recommend Etax.

Name

Etax

Legal name

Etax Accountants Pty Ltd

Website

https://etax.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Etax is a private, Australian online tax agent (founded 1998, Brisbane) that lets individuals self-prepare and electronically lodge annual tax returns via a cloud platform integrated with ATO systems, supported by qualified CPA accountants, with fees starting at AUD 44.90 per return.

Ownership category

akta.pro rank

Product category

Online Tax Preparation Software

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Tax Planning & Personal Tax Optimization Tools (FSAGADAJ)

Keywords

• Online tax returns
• Tax preparation software
• ATO electronic lodgement
• Individual tax filing
• Tax agent services

Headquarters

HQ city

Mount Gravatt

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Tax Return Preparation Fees: One-time fees charged per tax return lodgement. Standard individual tax returns start at $87.49. Low-income service from $44.90 for eligible Centrelink benefit recipients. Business Tax Returns start at $219.90. Additional schedules (rental properties, capital gains, complex items) have incremental fees. Fees are tax deductible.
2. Fee From Refund (FFR) Service: Optional convenience service at $27.50 charged when the client's tax refund is used to pay Etax fees. This is not a percentage of the refund — a flat fee. Allows customers to lodge with zero upfront cost.
3. Non-Lodgement Advice (NLA): Free service to lodge non-lodgement advice with the ATO for clients who don't need to file a full tax return. Differentiates Etax from competitors who charge for this service.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Etax operates a cloud-based online tax return platform that enables Australian individuals to prepare, review, and lodge their annual tax returns with the Australian Tax Office (ATO). The platform automatically pre-fills income and deduction data directly from ATO systems, provides occupation-specific deduction tips, calculates the refund in real time, and routes every return through qualified CPA/CA accountants and registered tax agents for review before electronic lodgement. Supporting services include a free tax refund calculator, downloadable occupation-specific checklists, multi-language tax help in 20+ languages, free non-lodgement advice, and year-round receipt capture via the iOS/Android mobile app.

Product overview

Etax is an online tax agent service built around a single unified cloud-based tax return platform. The core product — the Etax Online Tax Return — handles the complete tax filing workflow: ATO data pre-fill, guided user entry, deduction tips, accountant review, digital signature, and ATO lodgement. It is complemented by a native mobile app (iOS/Android) for receipt capture, a free tax return calculator, and downloadable tax checklists organized by occupation. Additional supporting services include a tax advice blog, multi-language support (25+ languages), free non-lodgement advice, and downloadable expense-tracking templates. The platform is aimed at individual Australian taxpayers across all occupation types, from employees to sole traders, investors, and gig workers.

Differentiator

Problem solved

Functional benefit

Products and services

• Etax Online Tax Return Platform A cloud-based online tax return platform that enables Australian individuals to prepare, review, and electronically lodge their annual income tax return with the Australian Tax Office. Users register, enter income and deduction details (with ATO pre-fill), receive occupation-specific deduction tips, sign digitally, and have their return reviewed by qualified CPA/CA accountants and registered tax agents before electronic ATO lodgement. Targets individual Australian taxpayers across all occupation types.
• Etax Mobile App (iOS and Android) A native mobile application for iOS and Android that lets customers snap and attach receipts and documents to their tax return year-round, with receipts syncing to the desktop account automatically. Provides on-the-go access to the Etax account. Targets individual Australian taxpayers using Etax.
• Tax Refund Calculator A free online calculator that estimates a user's ATO tax refund based on income, tax withheld, bank interest, and deductions entered. Updated annually with the latest ATO tax rules. Used by individual Australian taxpayers as a lead-generation and engagement tool before starting a paid return.
• Non-Lodgement Advice (NLA) Service A free service that lodges a Non-Lodgement Advice form with the ATO on behalf of taxpayers whose income is below the tax-free threshold, preventing the ATO from marking their return as overdue. Available to individual Australian taxpayers.
• Multi-Language Tax Help Service Tax advice and accountant support delivered in over 25 languages (including Arabic, Bengali, Cantonese, Mandarin, French, Hindi, Japanese, Punjabi, Spanish, Vietnamese, and others) by qualified accountants at the Brisbane Accounting Centre. Targets new migrants, working holiday makers, and culturally diverse individual taxpayers across Australia.
• Business Tax Return Service A tax return service covering individual clients with business or self-employment income, including Item 15 (Net Income or Loss From Business), Item 16 (Deferred Non-commercial Business Losses), and P4–P19 business reporting items. Priced from $219.90 per return. Targets sole traders, freelancers, and contractors.
• Fee From Refund (FFR) Payment Service An optional deferred-payment convenience service that allows clients to lodge their tax return with zero upfront cost; Etax's fee is deducted directly from the ATO refund when it is issued, at a flat $27.50 service charge. Available to individual Australian taxpayers using the Etax Online Tax Return Platform.

Quantifiable outcome

• Up to 80% reduction in manual data entry through ATO pre-fill technology
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• H&R Block: H&R Block operates a global online and in-person tax preparation service with a dedicated Australian arm. Like Etax, it combines DIY software with access to qualified tax agents and is one of the most direct competitors in the Australian consumer tax-filing market.
• TaxSlayer: TaxSlayer is a US-based online tax preparation platform offering DIY federal and state returns with optional expert support — directly comparable to Etax's self-serve platform plus paid accountant review model.
• FreeTaxUSA: FreeTaxUSA is a US online tax preparation platform offering federal and state returns at a low price point, with paid expert support as an add-on. Its combination of low-cost self-serve filing and optional paid preparer assistance parallels Etax's per-return pricing plus accountant review structure.
• TaxAct: TaxAct is a US-based online tax preparation software provider offering DIY federal and state returns with optional paid professional support — a comparable online-first, accountant-optional model to Etax.
• Liberty Tax Service: Liberty Tax is a North American tax preparation franchise network with an Australian presence offering both online and assisted tax return services. The business model — combining a self-serve platform with qualified preparer review — closely mirrors Etax's approach.
• TaxHawk: TaxHawk is an online US tax preparation service offering state and federal filing with optional audit support and preparer review. Its online-only delivery, per-return pricing and human-support overlay make it a directly comparable peer to Etax's service model.
• TaxRefund.com.au: TaxRefund.com.au is an Australian online tax return service that lodges returns electronically with the ATO and offers a refund-based payment option. It targets the same individual Australian taxpayer segment as Etax with a comparable DIY-plus-agent model.

Broad incumbents

• TurboTax (Intuit): TurboTax is the dominant consumer tax software globally and the closest analogue to Etax's online self-serve product at a vastly larger scale. Intuit's broader portfolio of financial products and significant R&D budget make it the primary incumbent Etax is benchmarked against, even though it does not specifically serve the Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/EtaxAccountants
• YouTubeyoutube.com/user/etaxaccountants
• Facebookfacebook.com/Etax.Accountants
• LinkedInlinkedin.com/company/etax-accountants
• Pinterestau.pinterest.com/etaxaccountants

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Etax