The Blue Rock
The Blue Rock is a Melbourne-based multidisciplinary professional services firm providing integrated accounting, tax, legal, wealth management, digital, insurance and finance advisory services to entrepreneurs, business owners, SMEs and high-net-worth individuals across Australia.
- Company typePrivate
- Founded2008
- HeadquartersMelbourne, Australia
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What The Blue Rock does
The Blue Rock (legal entity BlueRock 3030 Pty Ltd) is a Melbourne-headquartered multidisciplinary professional services firm founded in 2008 that delivers integrated accounting, tax, legal, wealth management, financial planning, insurance, finance/lending, and digital services to entrepreneurs, business owners, and SMEs across Australia. Revenue is generated through a mix of project-based professional services fees and recurring mandates (SMSF administration, financial planning retainers, and the A$1,800/month Virtual CMO subscription), supplemented by grant and R&D tax incentive consulting where the firm claims to have secured over A$100 million in government funding for clients. The firm operates a platform-plus-modules architecture anchored by a Client Hub portal integrating QuickFee payments, Praemium/CMC/MyProsperity wealth portals, and the Class SMSF client portal, with a technology partnerships stack spanning Xero, Shopify (preferred partner), HubSpot, Power BI, Zapier, Cin7, WorkflowMax and Webflow.
Distribution is consultative and direct, leveraging referrals from accountants, lawyers, real estate agents and existing clients alongside a content/webinar/events marketing engine. The firm segments its client base by vertical — Construction & Property, AI/Tech/SaaS, Manufacturing, Retail/eCommerce, For-Purpose, and Franchising — and by persona, with SMEs and high-net-worth individuals as primary targets. Notable customers include Mad Mex (70+ franchise locations), Nippy's Distribution, Royal Nut Company, About Space, Sensum, and First Avenue Homes. The firm is B Corp certified, Great Place to Work 2025 certified, holds an Employee Share Scheme/ESOP, and in 2025 acquired White Sky, appointed Shaun Kamler as CEO, and operates a proptech subsidiary (Propella.ai).
The Blue Rock firmographics
Firmographics- Name
- The Blue Rock
- Legal name
- BlueRock 3030 Pty Ltd
- Website
- https://bluerock.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Blue Rock is a Melbourne-based multidisciplinary professional services firm providing integrated accounting, tax, legal, wealth management, digital, insurance and finance advisory services to entrepreneurs, business owners, SMEs and high-net-worth individuals across Australia.
- Ownership category
- akta.pro rank
The Blue Rock industry classification
Industry- Product category
- Professional Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- SME Accounting, Bookkeeping & Close Automation (FSAGAJAH)
- akta.pro secondary industry
- Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO) (FSABADAK)
Keywords
Where The Blue Rock is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
The Blue Rock business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Accounting & Tax Services: Comprehensive accounting, tax preparation, and advisory services for individuals, companies, trusts, and SMSFs. Includes income tax returns, business activity statements, tax planning, and complex tax advisory including ATO audits and disputes.
- Legal Services: Full-service law firm providing business and personal legal services including commercial law, employment law, migration law, construction law, wills and estates.
- Financial Planning & Wealth Management: Financial advice including goal setting, investment management, superannuation strategies, estate planning, and insurance. Services include SMSF accounting and administration.
- Digital Marketing & Consulting: Digital agency services including marketing strategy, digital advertising, SEO, creative services, websites and eCommerce, business systems automation, and fractional CTO services.
- Insurance Services: General insurance brokerage for business and personal coverage including cyber security, management liability, business interruption, and life insurance.
- Grant & Incentive Services: Government grants consulting and R&D tax incentive claim management, with proven track record of securing funding for clients.
- Finance & Lending Services: Business loans, commercial finance, and mortgage broking to support business growth and property investments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Virtual CMO - Monthly retainer service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
The Blue Rock product offering
Product offeringCore offering
BlueRock is a multi-disciplinary professional services firm providing accounting and tax, legal, financial planning and wealth management, insurance, finance broking, government grants and R&D tax incentive consulting, and digital marketing/technology services to entrepreneurs, business owners, SMEs, and high net worth individuals in Australia. Services are delivered via integrated cross-disciplinary teams and supported by a Client Hub portal that connects clients to payment, investment and SMSF platforms.
Product overview
BlueRock is a multidisciplinary professional services firm structured as a platform-plus-modules architecture. The firm integrates accounting and tax services, business advisory, wealth management, digital marketing and technology consulting, legal services, insurance, and finance under one roof. Key service modules include Client Hub (client portal with payment and investment access), Government Grants & Funding, R&D Tax Incentive consulting, Digital Marketing & Strategy (including Virtual CMO and AI Consulting), Websites & eCommerce (Shopify preferred partner), Business Systems & Automation, Financial Planning, SMSF Services, and industry-specific advisory verticals for Construction & Property, AI/Tech/SaaS, Manufacturing, and Retail/eCommerce. The firm also has a proptech subsidiary, Propella.ai, providing data solutions for the property industry.
Differentiator
Problem solved
Functional benefit
Brands
- Propella.ai: An innovative proptech business that was born out of BlueRock. They leverage data to create vibrant places that address people's changing lifestyles, help entrepreneurial retail businesses succeed, and deliver on commercial imperatives for property developers and landlords.
- Be BlueRock Foundation
Products and services
- Accounting & Tax Personal and business accounting services including income tax returns, trust and company establishment, tax planning, tax advice, ATO audit support, expatriate services, and international tax matters for individuals, companies, trusts and SMSFs.
- Law Services Business and personal legal services via BlueRock Law covering commercial matters, employment law, property disputes, and estate planning for entrepreneurs, SMEs and individuals.
- Financial Planning Expert financial advice including discovery and goal setting, cash flow assessment, structuring and finance, investments, superannuation, tax planning, and ongoing wealth generation and protection for individuals and families.
- SMSF Services Self-managed super fund services including SMSF establishment, accounting, administration, investment strategy, and holistic financial planning approach for individuals.
- Wealth & Investment Management Private wealth services through BlueRock Private Wealth including investment management across Australian and international equities, IPOs, commercial and residential property, with investment risk profiles (High Growth, Growth, Balanced, Conservative).
- Insurance General insurance and life insurance brokerage providing protection against cyber security risks, management liability, business interruptions, and personal wealth protection for businesses and individuals.
- Government Grants & Funding Grant consulting service helping businesses secure competitive government grants and non-dilutive funding. BlueRock claims over $100 million in funding allocated to clients through direct government access and expert grant writing.
- R&D Tax Incentive Research and Development Tax Incentive consulting service helping eligible businesses claim tax offsets for R&D costs, including eligibility assessments, technical compliance, and record-keeping.
- Digital Marketing & Strategy Holistic digital marketing agency services through BlueRock Digital providing marketing strategy, digital advertising, SEO, creative services, and virtual CMO services for businesses seeking to grow online.
- Virtual CMO Fractional chief marketing officer advisory service ($1,800/month, 12-month term) providing growth marketing expertise, campaign optimization, weekly performance monitoring, fortnightly calls, detailed monthly reports, live performance dashboard setup, and bi-monthly access to multidisciplinary business advisors.
- AI Consulting AI strategy, implementation, and optimisation consulting service helping organisations unlock value through artificial intelligence without complexity.
- Fractional CTO Consulting Fractional CTO technology leadership service providing tailored strategies including AI adoption and data-driven decision-making without the overhead of a full-time CTO.
- Websites & eCommerce Tailored CMS websites and eCommerce platforms built on Shopify (preferred partner with Shopify 2.0 expertise), Webflow, and CoreDNA, including custom theme development, app integrations, SEO optimisation, and ongoing growth support.
- Business Systems & Automation Business system implementation and automation consulting including CRM (HubSpot), inventory management (Cin7, MRPeasy), project management (WorkflowMax), accounting software (Xero), and general systems consulting using tools like Zapier for workflow automation.
- Inheritance & Wealth Transfer Strategic advice for inheritance and wealth transfer including investment management, family wealth discussions, tax and accounting guidance, and estate planning for high net worth families.
- Finance & Business Loans Business finance broking and loan services including capital acquisition, refinancing, and asset finance solutions to support business growth and property investments.
- Business Advisory Business optimisation services including business planning, asset protection, employee share schemes, remuneration structures, and venture capital tax advisory for SME owners and entrepreneurs.
- Construction & Property Advisory Specialist advisory services for the built environment including builders, property developers, trades businesses, valuers, and investors with end-to-end accounting, legal, and finance support.
- AI, Tech & SaaS Advisory Advisory services for technology companies including SaaS businesses, from early-stage startup through scale-up and exit, covering capital raises, employee share schemes, R&D tax incentives, and commercial contracts.
- Manufacturing Advisory Manufacturing industry specialists providing accounting, legal, finance, and digital expertise with a gold star excellence program for manufacturers.
- Retail & eCommerce Advisory Specialist retail and eCommerce advisory services including brand building, marketing strategy, and operational support for online sellers and retail brands.
Quantifiable outcome
- $100M+ government funding secured for clients through grants and incentives
- +4 more outcomes
Companies that use The Blue Rock
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles6 records
The Blue Rock technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability4 records
Feature4 records
The Blue Rock partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Propella.aicoreInnovative proptech business that was born out of BlueRock, leveraging data to create vibrant places that address people's changing lifestyles, help entrepreneurial retail businesses succeed, and deliver on commercial imperatives for property developers and landlords.
- HubSpotcoreCRM platform partner for customer relationship management implementations and integrations, enabling streamlined sales and marketing automation for clients.
- XerocorePreferred accounting software partner for business accounting and payroll software implementations and integrations.
- ShopifycorePreferred eCommerce platform partner with certified Shopify 2.0 expertise for building scalable, conversion-focused online stores.
- QuickFeecorePayment platform enabling clients to pay BlueRock Accounting and BlueRock Law invoices online.
- PraemiumcoreInvestment reporting platform providing clients access to investment insights and portfolio analytics.
- ClasscoreSMSF administration platform powering the Self-Managed Super Fund client portal.
- SonderminorConfidential wellbeing support service offering 24/7 access to medical, mental health, and safety professionals through call and in-app live chat for employee wellbeing.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
The Blue Rock competitors and assessment
Company assessmentDirect peers
- Pitcher Partners: Australian mid-tier accounting and advisory network offering accounting, tax, business advisory, wealth management, and corporate advisory across multiple states. Highly comparable to BlueRock's multidisciplinary model targeting SMEs and business owners, with stronger geographic reach.
- BDO Australia: Global mid-tier accounting and advisory firm operating in Australia with full-service accounting, tax, advisory, and digital consulting offerings. Direct competitor to BlueRock in serving SMEs, family businesses, and HNW clients across multiple service lines.
- Grant Thornton Australia: International accounting and advisory network with Australian operations providing audit, tax, advisory, and consulting services to mid-market and privately-owned businesses. Comparable multidisciplinary competitor with similar SME and entrepreneurial client focus.
- RSM Australia: Mid-tier accounting network providing audit, tax, consulting, and wealth advisory services to middle-market companies in Australia. Comparable in scale and target market to BlueRock with similar multidisciplinary service breadth.
- HLB Mann Judd: Australian accounting and business advisory firm offering accounting, audit, tax, wealth management, and corporate advisory to SMEs and HNW individuals. Direct competitor in Melbourne market with similar multidisciplinary platform model.
- Crowe Australia: Mid-tier accounting and advisory firm providing audit, tax, risk, and consulting services to Australian mid-market businesses. Comparable scale and service portfolio, competing for similar entrepreneurial and family business clients.
- William Buck: Australian-owned accounting and advisory firm providing accounting, tax, wealth advisory, and consulting to privately-held SMEs and HNW clients. Strong direct competitor in the Melbourne/Victoria market with similar integrated service positioning.
- Mazars Australia: International accounting and advisory firm with Australian presence offering audit, tax, consulting, and financial advisory services. Comparable multidisciplinary competitor in the mid-market advisory space.
- Baker Tilly Australia: International accounting and advisory network operating in Australia, providing audit, tax, business advisory, and consulting services to mid-market clients. Comparable peer in scale, service mix, and SME target market.
Regional players
- Smithink: Australian business advisory firm specializing in accounting, business coaching, and consulting for SME owners and family businesses. Highly comparable in client focus and entrepreneurial advisory positioning, but with a narrower service portfolio than BlueRock's multidisciplinary platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Blue Rock social profiles
Digital presenceThe Blue Rock compliance and trust
Trust signalCompliance2 records
The Blue Rock financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Blue Rock leadership team
Management profileNumber of profiles
Profiles7 records
The Blue Rock subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Blue Rock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Blue Rock M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Blue Rock
What does The Blue Rock do?
BlueRock is a multi-disciplinary professional services firm providing accounting and tax, legal, financial planning and wealth management, insurance, finance broking, government grants and R&D tax incentive consulting, and digital marketing/technology services to entrepreneurs, business owners, SMEs, and high net worth individuals in Australia. Services are delivered via integrated cross-disciplinary teams and supported by a Client Hub portal that connects clients to payment, investment and SMSF platforms.
Is The Blue Rock a public or private company?
The Blue Rock is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Blue Rock founded?
The Blue Rock was founded in 2008. It employs 251 to 500 people.
Where is The Blue Rock based?
The Blue Rock is headquartered in Melbourne, Australia, in the Oceania region.
How does The Blue Rock make money?
Seven revenue lines are on record. Accounting & Tax Services are the primary driver. The others are legal Services, financial Planning & Wealth Management, digital Marketing & Consulting, insurance Services, grant & Incentive Services and finance & Lending Services.
Who are The Blue Rock's main competitors?
Direct peers on record are Pitcher Partners, BDO Australia, Grant Thornton Australia, RSM Australia, HLB Mann Judd, Crowe Australia, William Buck, Mazars Australia and Baker Tilly Australia. Smithink is listed as a regional player.
Does The Blue Rock have an API?
No public API is recorded for The Blue Rock.
What industry is The Blue Rock in?
The Blue Rock's product category is Professional Services. Its primary akta.pro industry code is FSAGAJAH, SME Accounting, Bookkeeping & Close Automation, with a secondary code of FSABADAK, Private Banking Business Owners & Entrepreneur Solutions (Liquidity Events, Pre-IPO). Its NAICS code is 523940 and its SIC code is 6282.