SW Accountants & Advisors

What SW Accountants & Advisors does

SW Accountants & Advisors is an independent, Australian-owned accounting and advisory firm headquartered in Melbourne with national offices in Sydney, Brisbane, Melbourne, and Perth. Founded in 1935 as Hughes Fincher (later Moore Stephens Melbourne, then ShineWing Australia from 2015), the firm rebranded to SW in May 2021. It operates with 45 Partners and over 400 staff, delivering audit and assurance, tax advisory and compliance, corporate finance and valuations, business advisory, wealth management, and risk advisory services across 16 industry verticals including agribusiness, financial services, education, property and infrastructure, government, tourism/hospitality, and sustainability/ESG. The firm reports serving 35 of Australia's 43 tertiary education institutions and is ranked 22nd in the AFR Top 100 Accounting Firms (2024).

The firm's underlying technology stack centers on its proprietary Complete Tax Solutions (CTS) software platform, extended by CTSplus FBT for Fringe Benefits Tax and CTSplus Pillar Two for OECD global minimum tax compliance, complemented by Xero-based cloud accounting solutions. SW generates revenue across five streams: professional services in assurance, tax, and advisory; software licensing (CTS/CTSplus products); and managed wealth management services. Distribution is primarily partner-led direct engagement nationally, supplemented by international referrals through the SW International network (23 countries, ranked 23rd globally by fee income in 2025) and the Praxity International Alliance (120+ countries, 76,000+ professionals).

The go-to-motion emphasizes vertical specialization with dedicated partner leads for each of 16 industries, supported by thought leadership through webinars (Tax Chat, Sustainability Reporting series), industry sponsorships (IMARC, ICCWS, AHA, Property Council of Australia), and graduate recruitment (ranked #3 Internship Employer and #18 overall in AAGE Top Graduate Employer 2025). Pricing is quote-based and not publicly disclosed. The firm is independently owned with no parent company or external shareholders.

Name

SW Accountants & Advisors

Legal name

SW Accountants & Advisors

Website

https://sw-au.com

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

251–500 employees

Short description

SW Accountants & Advisors is an independent Australian accounting and advisory firm (45 Partners, 400+ staff) delivering audit, tax, corporate finance, wealth management, and proprietary tax compliance software across 16 industry verticals nationally.

Ownership category

akta.pro rank

Product category

Professional Accounting and Advisory Services

NAICS

Offices of Certified Public Accountants (541211), Other Accounting Services (541219), Portfolio Management and Investment Advice (523940), Management Consulting Services (54161), Trust, Fiduciary, and Custody Activities (523991)

SIC

Services-Management Consulting Services (8742), Investment Advice (6282)

akta.pro primary industry

Corporate Finance & Capital Advisory (BPAHADAB)

akta.pro secondary industries

Financial Reporting & Technical Accounting Advisory (GAAP/IFRS) (BPAHABAF), M&A Advisory (Buy-Side & Sell-Side) (BPAHAOAA), Corporate Finance Advisory (Strategic Finance, Capital Structure & Recaps) (FSAEAGAE), Fairness Opinions & Independent Financial Advice (BPAHAOAF), Fee-Only Advisory (FSAEAAAL)

Keywords

• Accounting services
• Audit and assurance
• Tax advisory
• Business advisory
• Corporate finance advisory

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Assurance: Audit & assurance services for financial statements, compliance, corporate governance, internal audit, and risk management
2. Professional Services - Tax: Tax advisory, compliance, and planning services for individuals, private business, corporations, and international clients
3. Professional Services - Advisory: Business advisory, corporate finance, valuations, succession planning, and strategic consulting
4. Technology Solutions - Software Licenses: Revenue from proprietary software products including CTSplus FBT and Complete Tax Solutions
5. Wealth Management: Wealth management services for individuals and family offices

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

SW Accountants & Advisors is a full-service Australian chartered accounting and advisory firm providing audit and assurance, tax, business advisory, corporate finance, valuation, and wealth management services. The firm delivers these services across 16 industry verticals through 45 partners and 400+ staff in Sydney, Brisbane, Melbourne, and Perth, and supports its advisory work with proprietary technology products including Complete Tax Solutions (CTS), CTSplus FBT, Cloud Accounting Services, and Calculators & Evaluators.

Product overview

SW Accountants & Advisors offers a portfolio of technology solutions centered around its Complete Tax Solutions (CTS) platform. The core CTS product provides comprehensive Australian tax compliance and reporting, with a specialized CTSplus FBT module for Fringe Benefits Tax management. Cloud accounting services leverage platforms like Xero to deliver real-time financial oversight and automated processing. Additional tools include calculators and evaluators for various tax and business assessments. The product portfolio is designed to serve SMEs through enterprise clients, with offerings spanning from standalone tools to fully integrated accounting solutions.

Differentiator

Problem solved

Functional benefit

Brands

• CTSplus FBT: Technology solution for Fringe Benefits Tax management.
• Complete Tax Solutions

Products and services

• Audit and Assurance Statutory audit and assurance services for Australian businesses, government entities, and not-for-profit organisations across the firm's 16 industry verticals.
• Tax Advisory Services Corporate and personal tax advisory, compliance, and planning services for Australian businesses and individuals.
• Business Advisory Strategic and operational business advisory for mid-market Australian businesses across 16 industry verticals.
• Corporate Finance Corporate finance advisory covering transactions, capital structuring, mergers and acquisitions support, and related mandates.
• Valuation Services Independent business and asset valuation services for transactions, disputes, and internal decision-making.
• Wealth Management Wealth management and advisory for high-net-worth individuals, families, and business owners.
• Complete Tax Solutions (CTS) Proprietary tax solutions software product developed and offered by SW Accountants & Advisors.
• CTSplus FBT Fringe Benefits Tax (FBT) add-on technology product extending the Complete Tax Solutions platform.
• Cloud Accounting Services Cloud-based accounting services platform delivered to clients as a managed offering.
• Calculators and Evaluators Suite of financial calculators and evaluators offered by SW to support client scenario analysis and planning.

Quantifiable outcome

• Raised $126,000+ for Vinnies CEO Sleepout 2026, totaling $630,000+ over 10 years
• +2 more outcomes

Named customers3 records

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• SW InternationalcoreStrategic or Co-development PartnerGlobal network of independent accounting and consulting firms. Ranked 23rd globally by fee income and 20th by total headcount per International Accounting Bulletin World Survey 2025. Member firms located in 23 countries/regions including Australia, China, Hong Kong, Singapore, Japan, India, and UK. Provides integrated global services for clients.
• Praxity International AlliancecoreStrategic or Co-development PartnerGlobal alliance of independent accountancy, tax and business consulting firms. World's largest alliance of independent accounting firms, ranked #1 in IAB World Survey 2025. Operating in over 120 countries with access to 76,000+ professional minds worldwide.
• Women in Banking and Finance (WiBF)minorStrategic or Co-development PartnerIndustry association membership supporting diversity in financial services sector. SW participates in WiBF events and initiatives.
• Property Funds Association (PFA)minorStrategic or Co-development PartnerIndustry association for property funds management sector. SW supports PFA events and initiatives including Emerging Property Funds series.
• Australian Hotels Association (AHA) VictoriaminorStrategic or Co-development PartnerIndustry association partnership with Victoria's peak hotel industry body. Supports hospitality sector clients through industry events and expertise sharing.
• Community Clubs Victoria (CCV)minorStrategic or Co-development PartnerPartnership with Victorian community clubs industry body. Provides accounting and advisory services to gaming and club sector.
• Tourism Accommodation Australia (TAA) VictoriaminorStrategic or Co-development PartnerIndustry association membership supporting tourism accommodation sector in Victoria.
• Queensland Hotels Association (QHA)minorStrategic or Co-development PartnerPartnership with Queensland's hotel industry association supporting hospitality sector clients.
• On Tap HospitalityminorStrategic or Co-development PartnerIndustry partnership supporting hospitality businesses with sector-specific solutions and expertise.
• Property Council of AustraliaminorStrategic or Co-development PartnerActive involvement in Property Council of Australia tax committees and forums. Participates in consultative processes with Treasury and ATO on property sector issues.
• International Cool Climate Wine Show (ICCWS)minorGTM or Marketing PartnerSponsor of the International Cool Climate Wine Show, the southern hemisphere's foremost show for inspirational cool climate wines. SW produces a video series showcasing unique features of Australia's cool climate wines.
• International Mining and Resources Conference (IMARC)minorGTM or Marketing PartnerLong-standing partner and Silver Sponsor of Mines and Money Investment Theatre at IMARC. Fifth-time participant supporting sustainable and equitable futures in mining sector.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BDO Australia: BDO Australia is the Australian member of the BDO global network, operating as a full-service mid-tier accounting, audit, tax, and advisory firm. Like SW, it serves mid-market corporates, SMEs, family offices, and government clients across multiple industries. Direct competitor for the same Australian mid-tier audit, tax, and advisory mandates.
• Pitcher Partners: Pitcher Partners is one of Australia's largest mid-tier accounting and advisory firms, providing audit, tax, business advisory, and corporate finance services to private business, SMEs, and HNW clients. Closely comparable to SW in size, service mix, and client segmentation.
• RSM Australia: RSM Australia is the Australian member of RSM International, the world's sixth-largest audit and advisory network. Competes directly with SW across audit, tax, consulting, and risk advisory for mid-market clients, with comparable industry vertical coverage.
• Grant Thornton Australia: Grant Thornton Australia is part of Grant Thornton International, providing audit, tax, and advisory services to dynamic mid-market companies. Direct competitor to SW for listed-entity audit, corporate finance, and tax advisory mandates in Australia.
• Crowe Australasia: Crowe Australasia (formerly Crowe Horwath) is a major mid-tier accounting and advisory firm offering audit, tax, advisory, and risk services across Australia. Comparable to SW in size, partner count, and client mix, with similar industry specializations.
• Mazars Australia: Mazars is an international audit, tax, and advisory firm with a significant Australian presence. Like SW, it serves mid-market corporates and SMEs with a full-service offering; competes directly for the same audit, advisory, and ESG assurance engagements.
• PKF Australia: PKF Australia is a mid-tier accounting and business advisory network with offices in major Australian cities. Provides comparable audit, tax, and advisory services to SW, targeting SMEs, family businesses, and mid-market companies.
• HLB Mann Judd: HLB Mann Judd is an Australian accounting and advisory firm with strong mid-market and SME focus. Offers audit, tax, business advisory, and corporate finance services that directly overlap with SW's service portfolio.

Broad incumbents

• Deloitte Australia: Deloitte is one of Australia's Big 4 firms, offering the full range of audit, tax, consulting, and financial advisory services. Competes with SW primarily for larger mid-market and corporate engagements and sets the talent/salary benchmark that constrains SW's hiring.
• Forvis Mazars (international): Forvis Mazars is a top-10 global audit and advisory network with a strong Australian practice. Competes with SW for cross-border tax, audit, and advisory mandates, particularly for clients with international footprints.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SWAccountantsAU
• LinkedInlinkedin.com/company/shinewingaustralia
• Facebookfacebook.com/shinewing-australia-661067167345737

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 SW Accountants & Advisors