What Count does

Count Limited (ASX: CUP) is an Australian integrated professional services platform founded in 1980 and listed on the ASX since December 2010. The company delivers accounting, taxation, business advisory, audit and assurance, wealth management, actuarial, finance and lending, training, and digital/IT services to Australian small and medium-sized businesses, self-managed superannuation fund (SMSF) clients, family businesses, individuals, and sector-specific segments including medical practitioners and not-for-profit organisations. Distribution is built around two complementary partner pathways — Equity Partnerships, in which Count invests in and supports independent accounting and wealth firms, and AFSL Memberships, in which Count Financial Limited (AFSL 227232) provides a full-service Australian Financial Services Licence to financial planning businesses — together forming a network of 120+ member firms and 501 accounting and advisory partner firms.

The technology stack is platform-orchestration rather than proprietary AI: Count integrates with Xero for cloud accounting, Class Super for SMSF administration, Xplan for advice production, Lonsec for research, and a broader group-rate stack including Audit Shield, NowInfinity, Midwinter, Adviser Logic, Fee Synergy, FYI Docs, Annature, and Xeppo. Count also offers a proprietary Online Retirement Income Projection Tool, sector-specialised advisory, and Digital/IT system review services. Sub-brands include Accurium (actuarial), TaxBanter (taxation training), Knowledge Shop, DigitalO2, MBS, and Collective Resourcing — each available to Equity Partner firms at negotiated group rates.

Revenue is generated through professional services fees on a quote-based, multi-year contract basis supplemented by recurring wealth management and funds management streams. Reported 1H26 revenue grew 12% year-over-year to A$82.8 million; statutory net profit attributable to shareholders surged 91%; the wealth segment grew EBITA 38% to A$8.0 million and FUM 49% to A$5.3 billion; wealth and financial planning now represent 40% of total revenue. Growth is being delivered through aggressive M&A — nine transactions completed in 1H26, plus the Oracle Group acquisition (April 2026), Tailored Lifetime Solutions cornerstone stake (May 2026), and the McGing Advisory & Actuarial acquisition (October 2025) — funded in part by a A$35.9 million Placement completed in April 2026.

Name

Count

Legal name

Count Limited

Website

https://count.au

Company type

Public

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Count is an ASX-listed Australian professional services platform delivering integrated accounting, taxation, advisory, audit, wealth management, actuarial, and lending services to SMEs, SMSFs, family businesses, and individuals through 120+ network firms and 501 partner firms nationwide.

Ownership category

akta.pro rank

Product category

Professional Services - Accounting and Wealth Management

SIC

Finance Services (6199)

akta.pro primary industry

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)

akta.pro secondary industry

Expense Management & T&E Audit (Employee Expenses, Corporate Cards) (BPAAAGAE)

Keywords

• Integrated accounting services
• Wealth management advice
• Taxation compliance
• Audit and assurance
• SMSF administration

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accounting and Advisory Services: Traditional accounting services including tax preparation, compliance, bookkeeping, and business advisory. Revenue grew 12% to $82.8 million in 1H26.
2. Wealth Management: Financial planning, wealth advice, and funds management. Wealth management segment EBITA jumped 38% to $8.0 million. Funds under management surged 49% to $5.3 billion. Now represents 40% of total revenue.
3. Audit and Assurance: Independent examination and assessment of financial records, internal controls and compliance with relevant laws and regulations

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Count is Australia's leading integrated accounting and wealth services network, delivering accounting, taxation, business advisory, audit and assurance, wealth management, SMSF, actuarial, finance and lending, and digital/IT services through a national network of 120+ firms. The group combines direct professional service delivery with two partnership models: Equity Partnerships (where Count invests in and supports accounting/wealth firms) and AFSL Memberships (where Count provides a full-service Australian Financial Services Licence to financial planning businesses).

Product overview

Count is Australia's leading integrated accounting and wealth services provider operating as a platform network of over 120 firms. The offering consists of a unified platform combining accounting, taxation, advisory, audit and assurance, wealth management, actuarial services, finance and lending, training, and digital/IT systems. The company operates through two main models: the AFSL Platform for financial planning businesses seeking licensing support, and Equity Partnerships where Count invests in accounting and wealth firms while they maintain independence. Key branded services include Accurium (actuarial), DigitalO2 (IT services), Collective Resourcing (outsourcing), and MBS (bookkeeping). Individual services cover SMSF management, wealth advice, and a proprietary Online Retirement Income Projection Tool. The Count Foundation provides charitable giving coordination across the network.

Differentiator

Problem solved

Functional benefit

Brands

• Count Financial: AFSL licensee subsidiary that authorises a network of representatives and financial advisers
• Accurium
• Knowledge Shop
• TaxBanter

Products and services

• Business Accounting Services Tracking and reporting on business financial transactions including income and expenses, bookkeeping, budgeting, financial modelling, cashflow forecasting, forensic accounting, and Xero implementations for business clients.
• Business Taxation Services Taxation management, compliance and reporting for businesses including GST, income tax, PAYG withholding, fringe benefits tax, capital gains tax, payroll tax and business activity statements.
• Business Advisory Services Specialty business advisory services including business valuations, due diligence, exit strategy, estate planning, mergers and acquisitions, virtual CFO offering, strategic planning, and SME/family business advice.
• Audit and Assurance Services Independent examination and assessment of business financial records, internal controls and compliance. Includes AFSL audits, statutory company audits, not-for-profit audits, and trust account examinations.
• Business Wealth Services Wealth planning and advice for business owners including succession planning, shareholder and partnership agreements, business protection, key person buy sell agreements, and intergenerational planning.
• Actuarial Services Actuarial certificates, employee benefit valuations, and actuarial consulting for legal support. Delivered through the Accurium brand for SMSF actuarial certificates.
• Finance and Lending Services
• Digital and IT Systems Services
• Sector Expertise Services
• Business Support Services
• Self Managed Super Funds (SMSF) Services
• Wealth Advice Services for Individuals
• Count AFSL (Australian Financial Services Licence) Platform
• Count Equity Partnership

Quantifiable outcome

• Revenue grew 12% to $82.8 million in 1H26
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Tailored Lifetime SolutionscoreStrategic or Co-development Partner · 5 May 2026Count finalized terms to acquire a strategic cornerstone shareholding in Tailored Lifetime Solutions Pty Ltd, a Count Financial Limited-licensed financial planning firm based in Melbourne.
• Oracle GroupcoreStrategic or Co-development Partner · 2 April 2026Count entered into binding agreement to acquire 100% of Oracle Group, a provider of financial advice, accounting and investment management services, as it accelerates its strategy to build a leading integrated wealth and accounting platform.
• McGing Advisory & ActuarialminorStrategic or Co-development Partner · 13 October 2025Count's actuarial subsidiary Accurium Holdings acquired Melbourne-based actuarial firm McGing Advisory & Actuarial Pty Ltd, expanding service offerings.
• Brigden & PartnersminorStrategic or Co-development Partner · 29 September 2025Count enacted its latest M&A deal through subsidiary CountPlus One to acquire the accounting and audit client base of Sydney-based firm Brigden & Partners with offices in Hornsby and Sydney CBD, generating $1.7 million in annual revenue.
• 501 Accounting and Advisory FirmscoreChannel Partner/ Reseller/ DistributorCount partners with 501 accounting and financial advisory firms across Australia as part of its national network model.
• Challenger LimitedminorStrategic or Co-development PartnerCountPlus completed acquisition of Accurium from Challenger Limited in November 2021. Accurium provides actuarial certificates and services.
• Harrison and Harrison Financial GroupminorStrategic or Co-development PartnerCount Gold Coast announced acquisition of Harrison and Harrison Financial Group, bringing together experience and expertise to enhance services.
• MJG PartnershipminorStrategic or Co-development PartnerCount Gold Coast announced acquisition of MJG Partnership as part of strategic union to enhance client services.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pitcher Partners: Australian accounting, advisory and wealth management network with multiple offices and an integrated service model targeting SMEs, family businesses, and individuals. Directly comparable to Count's network approach, mid-market focus, and bundled accounting+wealth offering.
• Findex: Large privately-held Australian accounting and advisory firm offering accounting, audit, tax, and wealth services to SMEs and individuals. Closely comparable in target customer (SME/individual), service bundling, and Australian regional footprint.
• BDO Australia: Mid-tier Australian accounting and advisory network (part of global BDO) serving SMEs, family businesses, and not-for-profits with audit, tax, and advisory services. Comparable in mid-market positioning and integrated service lines, though part of a global network.
• RSM Australia: Australian accounting and consulting network (part of global RSM) providing audit, tax, advisory and consulting to mid-market clients. Comparable in target segment, scale, and integrated service delivery to Count.
• HLB Mann Judd: National Australian accounting and business advisory network offering audit, tax, business services, and wealth advisory. Comparable in network structure, SME/individual focus, and integrated financial services approach.
• William Buck: Australian accounting and advisory firm with offices across major cities, serving SMEs, family businesses, and high-net-worth individuals. Comparable in mid-market focus and integrated advisory + wealth offering.

Broad incumbents

• Insignia Financial (formerly IOOF): Large ASX-listed Australian wealth management platform with extensive AUM, licensee services, and advice networks. Broader incumbent in the same wealth advisory space, offering AFSL licensee and platform services comparable to Count's AFSL Member offering, but at much larger scale.
• Perpetual Limited: ASX-listed Australian wealth management and trustee services firm. Comparable in the wealth management segment of Count's business (trustee services, funds management, advice), though Perpetual is a broader incumbent rather than a network aggregator.

Emerging players

• Hub24: ASX-listed Australian wealth platform technology provider offering SMA, custody, and investment menu services to advisers. Comparable as an enabling technology layer for wealth advisers, and a potential competitor for Count's wealth platform ambitions.
• Netwealth: ASX-listed Australian wealth platform with rapidly growing FUA, offering platform, super, and investment services to advisers and direct clients. Comparable in the wealth platform infrastructure space and a digital-first competitor to Count's wealth segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/countcf
• LinkedInlinkedin.com/company/count-au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Count