What Brian Alfred Associates does

Brian Alfred Associates trades as Baa Accounting and is a UK-based accounting firm serving self-employed individuals and small businesses. The company delivers four core service lines: Account Filing (£349+VAT for annual accounts and CT600 Corporation Tax submission), Digital Bookkeeping (£25/month subscription bundling FreeAgent access for invoices, payment tracking, and Making Tax Digital compliance), Self Assessment (£199+VAT, filing in under 5 days), and CIS Rebate (£229+VAT, average refund £3,900, express online portal returns funds in approximately 2 weeks). Service delivery is digital-first and self-serve, with online sign-up, express portals, phone support (0208 570 1750, Monday-Friday 9am-7pm), and a 'Refer a Friend' referral program supplementing word-of-mouth growth. The firm is privately held and operates as a subsidiary of Caroola Group, a UK diversified conglomerate.

The technology foundation combines a cloud-based online platform with an integrated FreeAgent bookkeeping software stack (valued at £396/year), supporting customer-facing portals, persona-specific landing pages, and an SEO/content channel via 'The Bookshelf' blog. Cyber Essentials+ accreditation covers the firm's data-handling posture for sensitive financial information. Customer base spans at least six verticals — tradespeople and CIS workers, Etsy/Vinted sellers, marketers and digital agencies, MUAs and beauticians, personal trainers and nutritionists, and small businesses/side hustlers — with thousands of customers and a 4.8/5 rating across 400+ reviews.

The business model is predominantly transactional: three of four products are one-time fixed-fee filings with no long-term commitment, while Digital Bookkeeping is the only recurring monthly subscription. This generates high volume of low-ticket transactions across the UK self-employed segment rather than anchor enterprise contracts. Marketing is executed through content/SEO, organic social (LinkedIn, Facebook), and direct phone outreach, with no third-party reseller or physical retail distribution.

Name

Brian Alfred Associates

Legal name

Brian Alfred

Website

https://brianalfred.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Brian Alfred Associates (trading as Baa Accounting) is a UK-based digital-first accounting firm serving self-employed individuals and small businesses with fixed-fee account filing, FreeAgent-integrated bookkeeping, self-assessment, and CIS rebate services.

Ownership category

akta.pro rank

Product category

Accounting and Tax Services

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Other Accounting Services (541219), Offices of Certified Public Accountants (541211)

akta.pro primary industry

Accounts Receivable (Invoicing, Cash Application, Deductions) (BPAAAGAB)

Keywords

• Accounting services
• Self assessment filing
• Bookkeeping services
• CIS rebate claims
• Tax preparation

Headquarters

HQ city

Poole

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Account Filing Services: One-time fixed-fee service for annual accounts filing and Corporation Tax return (CT600), includes review of numbers, filing, and HMRC submission
2. Digital Bookkeeping: Monthly subscription service providing ongoing access to FreeAgent bookkeeping software with continuous account management
3. Self Assessment Tax Return: One-time fixed-fee service for filing self-assessment tax returns within 5 days
4. CIS Rebate Claims: One-time fixed-fee service for Construction Industry Scheme workers to claim tax rebates, with average refund of £3,900

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Brian Alfred Associates (trading as Baa Accounting) is a UK accounting firm that provides affordable, fixed-fee accounting and tax services to self-employed individuals, sole traders, tradespeople, and small businesses. The firm offers four core services: annual Account Filing with Corporation Tax (CT600) submission, monthly Digital Bookkeeping powered by FreeAgent integration, Self Assessment tax return filing, and Construction Industry Scheme (CIS) rebate claims.

Product overview

Baa Accounting operates as a service-based accounting firm offering four distinct core services for self-employed individuals and small businesses in the UK. The portfolio consists of Account Filing (annual accounts and CT600 submission), Digital Bookkeeping (monthly subscription with FreeAgent integration), Self Assessment (tax return preparation), and CIS Rebate claiming. Services are priced individually with fixed fees and no long-term commitments, targeting freelancers, tradespeople, small businesses, and side hustlers across various sectors including Etsy/Vinted sellers, marketers, tradespeople, and personal trainers.

Differentiator

Problem solved

Functional benefit

Products and services

• Account Filing Annual accounts filing service for small businesses and self-employed clients that reviews the numbers, prepares and files the annual accounts and CT600 Corporation Tax return with HMRC, and provides clear advice on best practice to keep submissions on time and avoid penalties.
• Digital Bookkeeping Monthly subscription bookkeeping service for self-employed individuals and small businesses that includes access to FreeAgent (the UK's #1 bookkeeping software) for invoice management, payment tracking, and Making Tax Digital compliance.
• Self Assessment Self-assessment tax return filing service that prepares and submits UK self-assessment returns within 5 days, helping individuals avoid HMRC fines and interest whether filing early or catching up after missed deadlines.
• CIS Rebate Construction Industry Scheme (CIS) rebate claiming service for tradespeople and CIS subcontractors, offering both postal and express online claims with no upfront cost and an average refund of £3,900 over two years.

Quantifiable outcome

• Average CIS rebate of £3,900 returned to customers
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• FreeAgentcoreTechnology or IntegrationFreeAgent, described as the UK's #1 bookkeeping software (worth £396/year), is integrated into Baa Accounting's digital bookkeeping service. Customers receive FreeAgent access as part of the £25/month bookkeeping package for managing invoices, tracking payments, and maintaining Making Tax Digital compliance.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• 1st Contact Accounting: UK fixed-fee online accounting firm targeting freelancers, contractors, and small businesses with similar service tiers (account filing, self assessment, CIS rebates). Direct head-to-head competitor to Baa in the self-employed segment.
• Clear Accounting: UK online accounting practice offering fixed-fee bookkeeping, self assessment, and CIS services to freelancers and contractors using cloud platforms like FreeAgent and Xero. Same digital-first, self-employed target as Baa.
• Crunchers Accountants: UK fixed-fee online accountants serving sole traders and small limited companies with account filing, self assessment, and bookkeeping subscriptions. Directly comparable price points and customer segment to Baa.
• Gorilla Accounting: UK online accountancy firm offering fixed-fee packages for contractors, freelancers, and small businesses including CIS rebate, account filing, and bookkeeping. Very similar product set and pricing structure to Baa.
• Easy Accountancy: UK fixed-fee online accountants targeting sole traders, freelancers, and contractors with self assessment, account filing, and CIS services. Directly comparable offering and customer base to Baa Accounting.
• SJD Accountancy: UK's largest specialist contractor/freelancer accountancy, serving CIS workers and limited company contractors with fixed-fee packages including CIS rebate, account filing, and bookkeeping. Overlap is strongest in the CIS rebate and contractor segment.
• DNS Accountants: UK accountancy firm offering fixed-fee online services for small businesses and self-employed, including account filing, self assessment, and CIS claims. Comparable digital-first model targeting the same persona as Baa.

Emerging players

• TaxScouts: UK digital tax-return platform offering guided self assessment filing with flat fees and human accountant review. Competes directly with Baa's Self Assessment service via a more tech-led, AI-assisted UX targeting the same self-employed cohort.

Others

• FreeAgent: UK cloud accounting software platform (and Baa's core technology partner) that powers Baa's Digital Bookkeeping offering. FreeAgent is the underlying software on which Baa's bookkeeping subscription is built and could increasingly disintermediate the accountant layer.
• Xero: Global cloud accounting platform used by many UK small-business accountants. Relevant because Xero's growing self-serve bookkeeping features for sole traders and small businesses could erode demand for accountant-led bookkeeping like Baa's £25/month bundle.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights4 records

Customer concentration

• Facebookfacebook.com/baa.accounting
• LinkedInlinkedin.com/company/brian-alfred-associates

Compliance1 record

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 Brian Alfred Associates