What Ashmole & Co does

Ashmole & Co is a chartered certified accountancy and registered audit practice founded in 1897 and headquartered in Haverfordwest, Wales. The firm operates from 13 offices across South and West Wales, delivering accounting, audit, corporate and personal tax, VAT, payroll, bookkeeping, business planning, and tax investigation services through 13 partners and approximately 100 staff. Service delivery is partner-led and conducted primarily through face-to-face consultation, supported by an Ashmole Tax App (iOS and Android) that provides static tax calculators, rates tables, and monthly business news; the firm does not publish pricing, instead offering free initial consultations with a partner.

The firm pursues a clear vertical specialisation strategy in addition to serving general small and medium businesses, with named partner expertise in farming and agricultural transition (Ceri Llwyd, Carwyn Morgan), charities and not-for-profits, construction sector VAT reverse charge compliance, tourism and hospitality Making Tax Digital, and solicitors' accounts. The practice is regulated by the Association of Chartered Certified Accountants (ACCA), operates as a private partnership (no external investors or parent company), and is a certified ACCA training employer running apprenticeship pipelines through programmes such as Better Jobs, Better Futures.

Revenue is generated through professional services fees across the integrated compliance and advisory stack; the firm operates a roll-up acquisition strategy, having absorbed Hammond & Davies in 2016 and Stockham & Co in 2020. Technology partnerships with Xero, Sage, and QuickBooks allow the firm to recommend and implement accounting software for clients without proprietary platform risk, while the Ashmole Tax App functions as a top-of-funnel engagement and client retention tool rather than a monetised product line. No public revenue, funding events, or external shareholders are disclosed.

Name

Ashmole & Co

Legal name

Ashmole & Co Chartered and Certified Accountant

Website

https://ashmole.co.uk

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

101–250 employees

Short description

Ashmole & Co is a chartered certified accountancy and audit practice established in 1897, delivering accounting, tax, VAT, payroll, and advisory services to small and medium businesses, farmers, charities, and construction firms across 13 offices in South and West Wales.

Ownership category

akta.pro rank

Product category

Chartered Accountancy Services

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Offices of Certified Public Accountants (541211)

SIC

Investment Advice (6282)

akta.pro primary industry

Trust & Estate Tax Planning & Compliance (FSAEAKAE)

akta.pro secondary industries

Estate Planning & Trust Structuring Advisory (FSAEAKAC), Personal Trust & Fiduciary Administration (FSAEAKAA), Estate Planning, Trust Structuring & Governance (FSAAADAF)

Keywords

• Chartered accountancy services
• Tax and VAT advisory
• Audit and assurance
• Payroll and bookkeeping
• Business planning

Headquarters

HQ city

Haverfordwest

HQ country

United Kingdom

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Accounting Services: Fees charged for accounting, auditing, taxation, VAT, payroll, bookkeeping, and business consultancy services delivered through 13 offices across South and West Wales.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Ashmole & Co provides chartered certified accountancy, audit, tax, VAT, payroll, and bookkeeping services to sole traders, partnerships, limited companies, charities, and specialist sectors such as agriculture, construction, hospitality, and legal firms across South and West Wales. The firm pairs partner-led in-person consultations with a proprietary mobile/web Tax App and certified Xero, Sage, and QuickBooks cloud-accounting support.

Product overview

Ashmole & Co is an established accountancy firm (est. 1897) offering a comprehensive suite of accounting and auditing services through 13 offices across South and West Wales. The firm provides both traditional professional services (audit, tax, payroll, bookkeeping, VAT, business planning) and a digital product component through the Ashmole Tax App. The Tax App is the firm's primary technology product, offering tax calculators, tax rates information, and business news via web, iOS and Android platforms. Services are delivered through certified staff and partnerships with major accounting software platforms (Xero, Sage, QuickBooks) to serve clients ranging from sole traders to limited companies and charities.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounts Preparation Preparation of financial statements and annual accounts for sole traders, partnerships, and limited companies — delivered as part of Ashmole & Co's core chartered accountancy service.
• Audit Services Audit and assurance services for businesses and organisations requiring independent verification of financial statements, provided under the firm's registered auditor status.
• Personal Tax Income tax planning, self-assessment returns, and tax investigation representation for individual clients.
• Corporate Tax Corporation tax planning and compliance services including tax return preparation for limited companies.
• VAT Services VAT registration, returns preparation, and Making Tax Digital compliance support for UK businesses.
• Payroll Services Full payroll administration including registration, bureau service, CIS for contractors, compliance, and payroll investigations.
• Bookkeeping Services Sales and purchase ledger maintenance, bank reconciliation, VAT, management accounts, and regular client support delivered using Xero, Sage, and QuickBooks.
• Charity Sector Services Specialised accounting and audit services for charities including accounts preparation and compliance with charity regulations.
• Tax Investigation Service Professional representation and fee protection insurance up to £100,000 for HMRC tax investigations covering corporation tax, VAT, PAYE, income tax, and other tax compliance matters.
• Business Planning Strategic business planning support including cashflow forecasts and profit forecasts for owner-managed and SME clients.
• Software Advice Guidance on accounting software selection and implementation including Sage, Xero, and QuickBooks, delivered as a certified partner of these platforms.
• New Business Services Support services for businesses in their formation and early growth stages, including company setup advice and early financial planning.
• Ashmole Tax App Mobile and web-based tax tool providing tax calculators (gross pay to net, VAT, corporation tax, company car and fuel benefits, SDLT, loan repayments, mortgage repayments), tax tips covering family, businesses, selling assets and tax-efficient savings, tax rates tables with explanatory notes, and monthly business news updates. Available on iOS and Android.

Quantifiable outcome

• Tax investigation service covers fees up to £100,000

Named customers2 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• Better Jobs, Better FuturesminorStrategic or Co-development Partner · 1 September 2020Partnership with Better Jobs, Better Futures for apprenticeship recruitment. They partnered Courtney Knight's skills with Ashmole & Co's vacancy for Business Administrative Apprentice. Better Jobs, Better Futures offers support to people seeking employment and assists businesses developing their workforce.
• Hammond & DaviesminorStrategic or Co-development Partner · 1 April 2016Acquired Hammond & Davies accountancy practice following retirement of partners Alan Dodds and Amanda Williams. Two new partners (Laura Craddock and Dave Morgan) joined from Hammond & Davies. This expanded Ashmole & Co's presence in Swansea and Llandeilo areas.
• XerocoreTechnology or Integration · 1 January 2014Xero is a cloud accounting software platform integrated into Ashmole & Co's service offerings. The firm uses Xero for client bookkeeping services and is certified as a Xero partner. Visible in certification badges on website footer.
• SagecoreTechnology or Integration · 1 January 2014Sage accounting software is recommended and used for client software advice services. Visible in certification badges on website footer.
• QuickBookscoreTechnology or Integration · 1 January 2014QuickBooks accounting software is recommended and used for client software advice services. Visible in certification badges on website footer.
• ACCA (Association of Chartered Certified Accountants)coreOthersAshmole & Co is regulated by ACCA (Association of Chartered Certified Accountants). Partners are members of ACCA. The firm supports staff in achieving ACCA qualifications and is a certified training employer.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• MHA (Macintyre Hudson): MHA is a UK Top-20 chartered accountancy network serving SMBs and mid-market with audit, tax and advisory. Directly comparable to Ashmole & Co as a regional/mid-tier chartered firm offering similar service lines including farming and charity sector work.
• Bevan & Buckland: Bevan & Buckland is a chartered accountancy and business advisory firm headquartered in South Wales with multiple offices serving Welsh SMBs. Directly comparable to Ashmole & Co as a Wales-headquartered, partner-led accounting firm of similar scale and services.
• Haines Watts: Haines Watts is a Top-30 UK chartered accountancy group with regional offices serving SMBs with compliance and advisory. Comparable to Ashmole & Co as a multi-office mid-tier practice structured around partner-led regional delivery.
• Kreston Reeves: Kreston Reeves is a Top-50 chartered accountancy and advisory firm in the South East of England. Directly comparable to Ashmole & Co in terms of partner-led regional delivery, audit, tax and SMB advisory services.
• Bishop Fleming: Bishop Fleming is a Top-40 chartered accountancy practice in the South West / Wales with 350+ staff providing audit, tax and advisory to SMBs. Highly comparable as a regional multi-office accounting firm with similar service mix and partner-led model.
• PKF Francis Clark: PKF Francis Clark is a Top-40 South West / Wales chartered accountancy firm providing audit, tax and advisory to owner-managed businesses. Highly comparable in size, service mix, and regional geographic concentration to Ashmole & Co.

Broad incumbents

• Azets UK: Azets (formerly Baker Tilly) is a Top-10 UK chartered accountancy and advisory group with regional offices serving SMBs and mid-market. Competes with Ashmole & Co through similar compliance and advisory services but at materially larger scale.
• BDO UK: BDO is a Top-10 UK accounting network with mid-market and corporate audit, tax and advisory services; competes with Ashmole & Co for larger Welsh mid-market clients while offering broader geographic and capability coverage as part of a wider portfolio.
• Crowe UK: Crowe UK is a Top-10 mid-tier accounting and advisory firm providing audit, tax and corporate finance. Competes with Ashmole & Co for Welsh mid-market audit and advisory mandates while operating broader UK-wide services.

Regional players

• Thomas Westcott: Thomas Westcott is a South West and South Wales chartered accountancy firm with multiple offices serving owner-managed businesses. Closest geographic peer to Ashmole & Co in the Welsh borderlands and a comparable regional multi-partner practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Ashmoleandco
• Facebookfacebook.com/AshmoleAndCo
• LinkedInlinkedin.com/company/2846482?trk=eml-cp_mktg-btn-welcome-20120607
• Instagraminstagram.com/ashmoleandco

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 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 Ashmole & Co