SandMartin

What SandMartin does

SandMartin (legal entity: Sand Martin Consultants Pvt. Ltd.) is a privately held Knowledge Process Outsourcing (KPO) organization founded in 1980 by Sunil Goel and headquartered in Noida, India, with additional delivery offices in New Delhi, Gurgaon, and Mumbai covering 40,000+ sqft. The company delivers finance, accounting, and taxation outsourcing services — bookkeeping, monthly management accounts, end-of-year accounts, VAT/GST, individual and corporate tax returns, payroll processing, and cash flow management — primarily to mid-size and large accounting firms and CPA practices in the UK, US, Canada, Australia, and Ireland, and to Third-Party Administrators (TPAs) needing retirement plan administration (401K, Form 5500, compliance testing) and cafeteria plan (FSA/HRA/HSA) back-office support. A separate Revenue Cycle Management (RCM) line serves US healthcare organizations, and ancillary offerings cover BPO/ITeS setup, international consulting, and legal advisory. The company is ISO 9001:2015 and ISO 27001 certified, HIPAA-certified, GDPR-ready, aligns with SOC 2 Trust Services Criteria, and is an ACCA Approved Employer and founding member of the Leading Edge Alliance.

The technology layer is a cloud-based outsourcing infrastructure centered on a proprietary web portal that delivers working papers in the client's preferred practice style, supports fixed-team FTE engagements, and provides audit trails for every assignment. Delivery is fully remote, leveraging email, text, telephone, and video conferencing, with demonstrated expertise across Xero, Sage, QuickBooks Online, Receipt Bank, and Spotlight. The go-to-market is enterprise field sales with dedicated teams targeting accounting firms, CPA firms, and TPAs directly, supported by content marketing (active blog, LinkedIn, Facebook, Instagram, YouTube), email newsletters, and presence at industry venues such as the ICAEW Practice Society Conference.

The revenue model is professional services on a Full-Time Equivalent (FTE) basis, with monthly billing against committed hours (a COVID-era offer expanded this from 140 to 160 hours/month for any three months in a year) and a 10-hour free trial. Pricing is custom-quoted with no public tiers, marketed on a value proposition of 15-30% operational cost reduction, 40-60% lower overhead versus in-house roles, and 50-60% savings on US tax preparation versus in-house staffing. SandMartin serves 300+ international clients with 300+ trained professionals including CAs, CPAs, ACCA-qualified staff, and ex-Big 4 employees, and has averaged 35% annual growth over the past six years according to CA Magazine.

Name

SandMartin

Legal name

Sand Martin Consultants Pvt. Ltd.

Website

https://sandmartin.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

SandMartin is a Noida-headquartered Knowledge Process Outsourcing firm providing finance, accounting, taxation, retirement plan administration, and healthcare revenue cycle management outsourcing to mid-size and large accounting firms, CPA firms, and TPAs across the US, UK, Canada, Australia, and Ireland.

Ownership category

akta.pro rank

Product category

Accounting Outsourcing Services

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Office Administrative Services (5611)

SIC

Services-Help Supply Services (7363), Services-Management Consulting Services (8742)

akta.pro primary industry

Billing, Payments & Account Administration Centers (BPAAAAAF)

akta.pro secondary industry

Captive/Global In-House Center (GIC) Setup & Managed Services (BPAEAMAK)

Keywords

• Accounting outsourcing services
• Tax preparation outsourcing
• Retirement plan administration
• Revenue cycle management
• Knowledge process outsourcing

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Finance, Accounts & Taxation Outsourcing: Bookkeeping, Monthly Management of Accounts, Preparation of EOY accounts, VAT, GST, Individual and Corporate Tax Returns, Payroll Processing, Cash Flow Management services provided to accounting firms globally
2. Retirement Plans Administration Outsourcing: Retirement Plan Administration, 401K, Form 5500 and back office support services to TPAs enabling them to focus on business and maximize profitability
3. Cafeteria Plan Administration (FSA/HRA/HSA): FSA, HRA and HSA Plan administration and complete end to end solutions to TPAs for business growth, cost reduction and profitability maximization
4. Revenue Cycle Management Outsourcing: Dedicated Revenue Cycle Management (RCM) outsourcing services for U.S. healthcare organizations
5. International Consulting: Advisory and consulting services globally enabling clients to establish presence in India and domestic companies to set up business internationally

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

SandMartin provides Knowledge Process Outsourcing (KPO) services including finance, accounts, and taxation outsourcing; retirement plan administration; cafeteria plan (FSA/HRA/HSA) administration; and revenue cycle management for accounting firms, CPA practices, third-party administrators (TPAs), and healthcare organizations. Services are delivered remotely from India-based delivery centers to clients in the U.S., U.K., Australia, and other international markets using qualified Indian accounting professionals and cloud-based tools. Engagements are typically structured on a fixed FTE / committed hours basis with web-portal-based client management.

Product overview

SandMartin is a Knowledge Process Outsourcing (KPO) organization offering a portfolio of outsourcing services primarily for accounting firms. The core offerings include Finance, Accounts & Taxation Outsourcing as the primary service, supplemented by Retirement Plans Administration Outsourcing and Cafeteria Plan Administration Outsourcing (FSA/HRA/HSA) for TPAs, Revenue Cycle Management Outsourcing for U.S. healthcare organizations, Doing Business in India setup services, International Consulting, and Other Services including legal advisory. A Client Management System web portal provides additional operational infrastructure. Founded in 1980, the company operates from multiple Indian locations serving international clients across the US, UK, Canada, Australia, and Ireland.

Differentiator

Problem solved

Functional benefit

Products and services

• Finance, Accounts & Taxation Outsourcing Outsourced bookkeeping, monthly management of accounts, preparation of end-of-year accounts, VAT/GST returns, individual and corporate tax returns, payroll processing, and cash flow management for accounting firms in the UK, US, Australia, and other international markets.
• Retirement Plans Administration Outsourcing End-to-end retirement plan administration outsourcing for U.S. Third-Party Administrators covering 401K plans, Form 5500 filings, compliance testing, and back-office support.
• Cafeteria Plan Administration Outsourcing (FSA/HRA/HSA) Outsourced consumer-directed healthcare (CDH) plan administration covering FSA, HRA, and HSA plans for TPAs, delivered as a 24/7 virtual office to enable TPA growth, cost reduction, and profitability.
• Revenue Cycle Management (RCM) Outsourcing Dedicated Revenue Cycle Management outsourcing for U.S. healthcare organizations covering claims processing, data management, and adjudication.
• Doing Business in India Setup and management services for international and domestic BPOs, call centers, and ITeS operations for international and Indian companies seeking to establish an India presence.
• International Consulting Advisory and consulting services enabling international companies to establish a presence in India and assisting domestic Indian companies in setting up businesses internationally.
• Other Services (Legal Advisory & RPO) Legal advisory services, India business setup facilitation, domestic accountancy, and recruitment process outsourcing offered alongside the core outsourcing portfolio.

Quantifiable outcome

• 15-30% reduction in operational costs for accounting outsourcing engagements
• +7 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Leading Edge Alliance (LEA)flagshipStrategic or Co-development PartnerFounding member of the Leading Edge Alliance, the world's second-largest accounting association. This global network provides SandMartin with international reach and the ability to deliver high-quality services to clients worldwide through association with other member firms.

Scale indicators10 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Cogneesol: India-based KPO/BPO firm offering finance & accounting, tax, and back-office outsourcing to Western SMB and accounting-firm clients — directly comparable niche and delivery model to SandMartin.
• Invensis Technologies: India-headquartered outsourcing firm with a dedicated F&A and accounting outsourcing practice serving US/UK clients — overlaps with SandMartin's core service lines and target customer profile.
• Outsource2India: India-based provider of outsourced accounting, tax, and bookkeeping services to Western CPA/accounting firms — competes directly in the same niche with similar time-zone and cost-arbitrage proposition.
• Flatworld Solutions: India-headquartered BPO/KPO with finance & accounting outsourcing offerings to US and UK clients — comparable scale, delivery model, and target customer set to SandMartin.
• SunTec India: India-based IT and data services firm with a dedicated outsourcing practice covering data management, finance, and back-office work — comparable mid-sized India KPO serving Western enterprises.

Broad incumbents

• Genpact: Large global BPO/KPO with a substantial finance & accounting services practice serving Western enterprises — broader portfolio than SandMartin but directly overlapping on F&A outsourcing to enterprise and mid-market clients.
• WNS Holdings: Global BPO with a finance & accounting, tax, and trust services practice competing for similar Western clients — significantly larger scale but overlapping offering and buyer profile.
• Infosys BPM: BPM arm of Infosys providing F&A outsourcing, accounting operations, and tax processing — competes for the same Western enterprise and mid-market accounting-firm buyers as SandMartin.
• Sutherland Global: Large global BPO with finance, accounting, and back-office services for enterprise clients — overlaps with SandMartin's mid-market F&A outsourcing positioning at much larger scale.
• Wolters Kluwer: Global compliance, tax, and regulatory services provider whose TeamMate and tax-compliance products are often used alongside outsourced services like SandMartin's — competes for the same compliance-outsourcing wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvLmSGRClrBNm1s4w94DtYQ
• Facebookfacebook.com/SandMartinConsultants
• LinkedInlinkedin.com/company/sandmartin/?viewAsMember=true
• Instagraminstagram.com/sandmartingroup

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SandMartin