ContApp

What ContApp does

ContApp, operated by Ecuadorian legal entity Innovapp, SA, is a hybrid fintech platform that delivers accounting and tax-compliance services to freelancers, professionals, entrepreneurs, and SMEs across Ecuador. The platform combines a mobile-first self-serve application for invoicing, purchase tracking, and account access with a high-touch layer in which each client is matched with a dedicated CPA or accounting assistant drawn from a network of more than 50 professionals. Service lines are segmented into Personas Naturales (individual taxpayers) and Personas Jurídicas (SMEs and startups), each supported by recurring subscription plans and continuous SRI (Servicio de Rentas Internas) compliance management, including monthly financial reporting and tax declaration preparation. As of the latest disclosure, the platform serves more than 2,000 companies and 1,000 individual users, has processed over 30,000 tax declarations, and is reachable through six physical offices across Quito, Guayaquil, Cuenca, Ambato, Ibarra, and Santo Domingo, alongside web and mobile channels.

Under the hood, ContApp is built on a cloud-based platform that integrates electronic invoicing, monthly reporting (purchases, sales, withholdings, results), and SRI compliance workflows into a single interface accessible via web and a mobile application. Distribution is hybrid: a self-serve product-led motion for invoicing and basic accounting, paired with a sales-led motion that converts users via assigned-accountant matching, free advisory consultations, and an ecosystem partnership with ZPACE and other entrepreneur communities. Marketing combines SEO-ranked content on Ecuadorian tax topics (IESS, IVA, crypto taxes) with influencer testimonials; revenue is generated through recurring subscriptions on natural-person and corporate plans, with pricing not publicly disclosed.

Name

ContApp

Legal name

Innovapp, SA

Website

https://contapp.com.ec

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

ContApp is an Ecuadorian hybrid fintech that delivers mobile invoicing, accounting, and SRI tax-compliance services to freelancers, professionals, and SMEs, pairing a cloud platform and mobile app with a dedicated network of 50+ expert accountants across six Ecuadorian cities.

Ownership category

akta.pro rank

Headquarters

HQ city

Quito

HQ country

Ecuador

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Accounting Services: ContApp provides ongoing accounting services through assigned expert accountants, generating recurring subscription revenue. Clients pay for personalized attention, tax declaration preparation, and continuous SRI compliance management.
2. Digital Platform Services: The mobile app and digital platform enable invoicing and accounting management, providing additional value through the technology component of the service offering.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

ContApp is a digital platform combined with a network of 50+ expert CPAs that delivers SRI tax declaration and ongoing accounting services to entrepreneurs, freelancers, professionals, and SMEs in Ecuador. Each customer is assigned a dedicated accountant based on business type, while a mobile and web application enables smartphone-based invoicing, real-time purchase and income tracking, and monthly financial reporting covering purchases, sales, withholdings, and results.

Product overview

ContApp is a unified digital accounting platform that combines human accountant services with software tools to provide tax declaration and compliance services in Ecuador. The platform offers two primary service lines: Declaraciones Personas Naturales for individual taxpayers (freelancers, professionals, entrepreneurs) and Declaraciones Personas Jurídicas for companies (PyMEs, startups). These core offerings are supported by subscription plans (Planes Personas Naturales and Planes Empresas) and a mobile application for invoicing and purchase tracking. The platform integrates personalized accountant assignment, mobile-based invoicing, automated reporting and analytics, and SRI declaration preparation into a single service.

Differentiator

Problem solved

Functional benefit

Products and services

• Declaraciones Personas Naturales Tax declaration service for individual taxpayers in Ecuador, including freelancers, professionals, entrepreneurs, doctors, and lawyers, providing personalized accountant assignment, ongoing advisory, and SRI compliance support.
• Declaraciones Personas Jurídicas Tax declaration and corporate accounting service for legal entities in Ecuador, including SMEs (Pymes), service companies, and startups, offering comprehensive bookkeeping, payroll support, and SRI compliance management.
• ContApp Mobile Application Mobile application (iOS/Android) allowing users to create accounts, issue invoices directly from their smartphone, track purchases and expenses, and access their accounting information on the go.

Quantifiable outcome

• 2,000+ companies have transformed their accounting with ContApp
• +2 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Higo: Higo is a Mexican B2B fintech for SMEs combining payments and financial management. Comparable as a LatAm SME-focused fintech leveraging a hybrid tech-plus-advisory model, though more payment-centric than ContApp's accounting focus.

Direct peers

• Bench: Bench provides bookkeeping and tax services for US small businesses using a software + dedicated bookkeeper hybrid. Closely mirrors ContApp's model of pairing an SMB self-serve platform with human accounting support on a subscription basis.
• Pilot: Pilot is a US-based accounting firm combining software with dedicated bookkeepers for SMBs and startups. Highly comparable business model (hybrid tech + assigned accounting professionals) to ContApp, though operating in the US regulatory context.
• Tributi: Tributi is a Colombian fintech providing automated tax filing and accounting services for individuals and SMEs, combining digital tools with accountant support. Closest direct analog to ContApp's hybrid tech+CPA model in a neighboring LatAm market.
• Defontana: Defontana is a Chilean cloud accounting and ERP platform serving SMEs across multiple LatAm countries. Comparable on product (cloud accounting) and on serving the LatAm Spanish-speaking SME segment with localized tax compliance features.
• Contadora: Contadora is a LatAm (Mexico/LatAm) online accounting and tax platform for freelancers and SMEs. Directly comparable on target segment (freelancers/SMEs), product (cloud tax/accounting SaaS), and geographic focus on Spanish-speaking entrepreneurs.
• Alegra: Alegra is a leading LatAm cloud accounting and invoicing SaaS for SMEs, headquartered in Colombia with regional expansion. Directly comparable as a digital-first accounting platform serving LatAm entrepreneurs with similar product-led GTM.

Emerging players

• Botkeeper: Botkeeper combines AI/automation with human accountants to deliver bookkeeping for SMBs and accounting firms. Comparable hybrid automation+human model; less localized to LatAm tax regimes but architecturally similar.

Others

• Kushki: Kushki is a LatAm payments infrastructure provider operating across multiple Andean and regional markets. Relevant ecosystem enabler for LatAm fintechs; not a direct accounting competitor but a comparable Ecuador/regional fintech track.

Broad incumbents

• Siigo: Siigo is an established LatAm accounting and ERP software provider serving SMEs across multiple countries (Colombia, Mexico, Argentina, etc.). Broad incumbent with overlapping product capabilities but a more enterprise/accountant-channel GTM versus ContApp's direct-to-consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AppCont

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 ContApp