Aware Financial Services

Name

Aware Financial Services

Legal name

Aware Financial Services Pty Ltd

Website

https://awarefinancial.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Aware Financial Services is an Australian accounting and business advisory firm founded in March 2002 that delivers cloud-based accounting, bookkeeping, taxation, and specialist advisory services to small and medium businesses across Australia.

Ownership category

akta.pro rank

Product category

Accounting Services

NAICS

Offices of Certified Public Accountants (541211)

SIC

Finance Services (6199), Services-Management Consulting Services (8742)

akta.pro primary industry

Fixed Assets Accounting (Capitalization, Depreciation, Asset Register) (BPAAAGAF)

Keywords

• Accounting services
• Tax compliance
• Bookkeeping services
• Business advisory
• Cloud accounting

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services Fees: Revenue generated from providing accounting, bookkeeping, taxation, business management, and advisory services to small and medium businesses. Services include annual accounts preparation, periodic management accounts, payroll administration, cash flow forecasting, benchmarking, and strategic planning. Fee structure not publicly disclosed on website.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Aware Financial Services provides accounting, bookkeeping, taxation, business management, and specialist advisory services to small and medium businesses in Australia. Core services include annual and management accounts preparation, payroll, cash flow forecasting, business benchmarking, BAS/GST/FBT compliance, ATO audit support, and SMSF/trust administration. The firm specialises in cloud accounting implementation through certified partnerships with Xero (Bronze Partner) and Saasu (Gold Certified Partner), with services delivered via direct client engagement and ongoing advisory relationships.

Product overview

Aware Financial Services is an Australian accounting and business advisory firm that has operated since March 2002. The firm operates as a multi-service accounting practice offering a unified service model centered on accounting, bookkeeping, business management, taxation, and specialist advisory. The core services include Accounting & Bookkeeping, Business Management, Cloud Accounting, Taxation, and Specialist Services (estate planning, succession planning, trusts, acquisitions & mergers). The firm specializes in cloud accounting platforms, specifically Xero (Bronze Partner) and Saasu (Gold Certified Partner), providing implementation, training, and ongoing support for these platforms. Financial Planning Services has been discontinued. The company positions itself as providing the depth and breadth of major consulting firms while maintaining a personal, locally-owned approach.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting & Bookkeeping Comprehensive bookkeeping and accounting services including annual accounts preparation, periodic management accounts, benchmarking reports, cashflow forecasting, payroll services, and budgeting support for small and medium businesses.
• Business Management Business management consulting covering business start-up advisory, management consulting, office duties outsourcing, strategic planning, risk management, and software solutions recommendations for small and medium enterprises.
• Cloud Accounting Cloud-based accounting services enabling real-time financial data access, anywhere/anytime business management, automated bank feeds, online invoicing, and collaborative work between advisors and clients via Xero, Saasu, and other cloud platforms.
• Taxation Taxation consulting including activity statements preparation, GST/FBT obligations, tax-effective trust structures, ATO audit management, GST registration advice, and self-managed superannuation fund (SMSF) compliance.
• Specialist Services Specialist advisory services including estate planning, succession planning, trust formation and administration, and acquisitions and mergers advisory for established businesses and individuals.
• Xero Services Xero cloud accounting software services including setup, training, invoice management, bank reconciliation, payroll processing, fixed assets management, expense claims, budgeting, and complete financial reporting through integrated Xero apps.
• Saasu Services Saasu online accounting implementation and support including banking, sales, purchases, statements, inventory, contacts and CRM, reporting, multi-currency support, time-tracking, payroll, and point of sale.

Quantifiable outcome

• Get paid up to twice as fast with Xero's online invoice payments

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• XerocoreTechnology or IntegrationXero Bronze Partner status. Aware Financial Services provides cloud accounting services using Xero software, helping clients with invoicing, bank feeds, payroll, fixed assets, expense claims, budgets, and complete financial reporting. Over 500 applications integrate with Xero.
• SaasucoreTechnology or IntegrationSaasu Gold Certified Partner, the highest partner level. Saasu is an online accounting system for small businesses including sole traders, contractors, startups. Features include banking, sales, purchases, statements, inventory, contacts, CRM, reporting, multi-currency, time-tracking, payroll, and point of sale.
• Synchron Business ServicesminorStrategic or Co-development PartnerReferral partner for financial planning services. Due to regulatory burdens and excessive costs, Aware Financial Services ceased providing financial planning directly. Financial planning referrals are directed to Synchron Business Services.
• Institute of Public Accountants (IPA)minorOthersProfessional membership organisation for public accountants. IPA provides resources, networking, and professional development for members.
• Australian Taxation Office (ATO)minorOthersRegulatory partnership. Aware Financial Services assists clients with ATO obligations including BAS, STP, tax payments, and ATO audits. Services include online ATO portal access for tax affairs management.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BDO Australia: Mid-tier Australian accounting and advisory firm providing audit, tax, and business advisory to SMEs and mid-market clients. Directly comparable to Aware in targeting Australian small and medium businesses with multi-service accounting, tax, and advisory offerings.
• RSM Australia: Australia arm of RSM International, providing audit, tax, and consulting services to growth-oriented businesses. Comparable to Aware as a mid-tier firm serving SMEs with accounting, tax, and business advisory services across Australia.
• Pitcher Partners: Australian mid-tier accounting and advisory firm serving SMEs, family businesses, and mid-market clients. Comparable to Aware in targeting Australian SMBs with multi-service accounting, tax, and consulting offerings.
• William Buck: Australian accounting and advisory firm providing audit, tax, and business advisory services to SMEs. Comparable to Aware as a mid-tier firm serving small and medium businesses with similar compliance and advisory service lines.
• Crowe Australasia: Mid-tier accounting and advisory firm across Australia and Asia-Pacific serving SMEs and mid-market clients. Comparable to Aware as a regional mid-tier provider of accounting, tax, and advisory services to small businesses.
• H&R Block Australia: Tax preparation and accounting services franchise with Australian operations serving individuals and small businesses. Comparable to Aware in providing tax compliance and bookkeeping services to small businesses and consumers in Australia.

Broad incumbents

• KPMG Australia: Big 4 professional services firm in Australia offering audit, tax, and advisory services. Broad incumbent in the same accounting services space, with significant overlap in tax and advisory services for mid-market clients that Aware's clients may grow into.
• EY Australia: Big 4 professional services firm in Australia. Broad incumbent with overlap in tax, advisory, and audit services for SME and mid-market clients, competing for the same end clients as Aware at the upper end of the SMB market.

Regional players

• Pilot: US-based outsourced accounting and CFO services firm serving small businesses and startups. Regional player offering similar outsourced bookkeeping and accounting services to SMBs, but primarily in North America rather than Australia.
• Bench: US-based SMB bookkeeping and accounting services firm. Regional player offering similar outsourced bookkeeping and tax-adjacent services to SMBs, but operating mainly in the North American market rather than competing with Aware in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/awarefinancialservices
• LinkedInlinkedin.com/company/aware-financial-services

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 Aware Financial Services