Bean Ninjas
Bean Ninjas is a privately held accounting firm providing subscription bookkeeping, accounting, virtual CFO, and tax services to 7 and 8-figure eCommerce businesses across the US, UK, and Australia using Xero, QuickBooks, and eCommerce platform integrations.
- Company typePrivate
- Founded2015
- HeadquartersTucson, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Bean Ninjas does
Bean Ninjas is a privately held accounting firm founded in 2015 by Meryl Johnston in Australia, providing bookkeeping, accounting, virtual CFO, and tax services specifically to 7 and 8-figure eCommerce businesses. The firm operates with regional headquarters in Australia (Sydney, led by Tracey Newman and partnered with Air Accounting), the United States (Oro Valley, Arizona, led by Wayne Richard), and the United Kingdom (Manchester, led by Tom Mercer), supported by a distributed team of 11-50 staff across the US, Australia, Philippines, and Europe. Its service portfolio targets Shopify, WooCommerce, Amazon FBA, and omni-channel sellers with specialized platform-specific accounting expertise and multi-jurisdictional tax compliance (US sales tax, UK VAT, Australian GST/BAS).
The firm's core technology stack is built on cloud accounting platforms Xero and QuickBooks, augmented by eCommerce-specific integrations (A2X for Amazon and Shopify settlement reconciliation, DEAR for inventory management) and document automation tools (Dext, Hubdoc), with analytics delivered through FathomHQ and sales tax managed via TaxJar. The productized offering includes tiered monthly subscriptions (Launch at $995/month, Growth at $1,499/month, Established at $2,499/month in the US; equivalent £479-£1,499 tiers in the UK; from A$1,500/month in Australia), a DIY setup product at $995 one-time, and an education vertical under the BN Freedom Academy brand including the Know Your Numbers mentorship and Financial Foundations course. There is no proprietary software product; the firm sells professional services delivered through its distributed team and partner integrations.
Revenue is generated primarily through recurring monthly subscriptions, with additional streams from one-time setup fees and educational courses. Customer acquisition is sales-led, beginning with an intake form and 15-minute discovery call, supported by a content marketing engine (blog, podcast appearances, free toolkits) and a referral network. The firm reports a 4.4 average client NPS, claims hundreds of eCommerce customers, and has received Xero Australia Bookkeeping Partner of the Year (2019) and Xero FY23 Australian Accounting Partner of the Year (via Air Accounting). Ownership remains founder-controlled with no disclosed venture capital or institutional investment.
Bean Ninjas firmographics
Firmographics- Name
- Bean Ninjas
- Legal name
- Bean Ninjas
- Website
- https://beanninjas.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bean Ninjas is a privately held accounting firm providing subscription bookkeeping, accounting, virtual CFO, and tax services to 7 and 8-figure eCommerce businesses across the US, UK, and Australia using Xero, QuickBooks, and eCommerce platform integrations.
- Ownership category
- akta.pro rank
Bean Ninjas industry classification
Industry- Product category
- eCommerce Accounting Services
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Offices of Certified Public Accountants (541211)
- akta.pro primary industry
- Accounting & Bookkeeping Services (BPAHABAC)
- akta.pro secondary industry
- Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting) (BPAAAGAJ)
Keywords
Where Bean Ninjas is headquartered
LocationHeadquarters
- HQ city
- Tucson
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Bean Ninjas business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Monthly Bookkeeping Services: Subscription-based monthly bookkeeping and accounting services for eCommerce businesses. Services include accrual basis bookkeeping, monthly financial reports, and end of financial year tax packages.
- Virtual CFO Services: Monthly CFO-level support including financial strategy meetings, benchmarking data, coaching sessions, and tax planning. Higher-tier service for established clients.
- DIY Setup Services: One-time Xero/QuickBooks setup and training service for eCommerce sellers doing less than $500K in annual revenue who manage bookkeeping in-house.
- Education and Training: BN Freedom Academy offers courses including Financial Foundations (DIY), Know Your Numbers mentorship program, and Xero training for eCommerce entrepreneurs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Launch - Basic bookkeeping with monthly reports by 21st of following month |
| Subscription | Monthly | Growth - Enhanced reporting with 14th of following month delivery and priority support |
| Subscription | Monthly | Established - Premium service with 10th of following month delivery and unlimited support |
| One time/ perpetual license | Pay-as-you-go | DIY - Self-service setup for businesses under $500K revenue |
| Subscription | Monthly | UK Bookkeeping Services - Get Organized |
| Subscription | Monthly | UK Accounting Services - Gain Visibility & Confidence |
| Subscription | Monthly | UK CFO Services - Future Focused Financials |
| Subscription | Monthly | Australia - Comprehensive eCommerce accounting services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Bean Ninjas product offering
Product offeringCore offering
Bean Ninjas is a global accounting firm that provides monthly bookkeeping, accounting, virtual CFO, and tax services specifically for 7 and 8-figure eCommerce businesses. Services are delivered using leading cloud accounting platforms (Xero, QuickBooks) integrated with eCommerce tools (Shopify, WooCommerce, Amazon FBA, A2X), with regional teams covering Australia, the US, and the UK. The firm also offers one-time accounting system setup services and educational products (Know Your Numbers mentorship and Financial Foundations DIY course) through its BN Freedom Academy.
Product overview
Bean Ninjas is an award-winning global accounting firm specializing in e-commerce businesses looking to scale from 7 to 8 figures. The company operates as a unified service offering rather than a software platform, providing integrated bookkeeping, accounting, tax, and virtual CFO services through tiered pricing plans (Launch, Growth, Established). Core services are delivered using leading cloud accounting platforms Xero and QuickBooks, with specialized integrations for e-commerce platforms (Shopify, WooCommerce, Amazon FBA) and automation tools (A2X, Dext, Hubdoc, TaxJar). The product portfolio also includes educational offerings through BN Freedom Academy, featuring self-paced courses (Financial Foundations DIY) and mentorship programs (Know Your Numbers 6-week program) that help entrepreneurs understand financial reports and implement bookkeeping systems. Regional operations cover Australia, US, and UK markets with local compliance expertise (BAS/IAS for Australia, sales tax for US, VAT for UK).
Differentiator
Problem solved
Functional benefit
Brands
- BN Freedom Academy: Education and training platform for eCommerce entrepreneurs and their teams, offering courses including Financial Foundations, Know Your Numbers mentorship program, and Xero training.
Products and services
- Bookkeeping Services Accrual-based monthly bookkeeping for eCommerce businesses including profit and loss, balance sheet preparation, and financial report delivery. Delivered through tiered monthly subscription plans (Launch, Growth, Established) with Xero and A2X integration.
- Accounting Services Comprehensive accounting services for eCommerce businesses including enhanced reporting with KPIs, monthly financial reviews via Zoom, and strategic financial guidance. Available on subscription basis from £799/month in the UK and bundled into the Established US tier.
- Tax Services Tax preparation and planning services including business and personal tax returns, GST lodgements, BAS and IAS filing, and sales tax compliance across multiple jurisdictions (US, UK, Australia).
- Virtual CFO (vCFO) Services CFO-level strategic financial guidance for eCommerce businesses including coaching sessions, tax planning, cash flow forecasting, financial benchmarking against eCommerce peer data, and quarterly strategy meetings via Zoom. Offered on subscription basis from £1,499/month in the UK.
- eCommerce Accounting Setup Initial accounting system setup for eCommerce businesses including Xero or QuickBooks implementation, chart of accounts configuration, eCommerce platform integration (Shopify, WooCommerce, Amazon FBA), and A2X setup for automated settlement reporting.
- Xero Setup Services Comprehensive Xero accounting software setup including customized chart of accounts, bank account linking, payment feed integration (Amazon, Stripe, Shopify), A2X synchronization, tax settings configuration, user access management, and two 1:1 training sessions.
- QuickBooks Setup Services QuickBooks setup and implementation for eCommerce businesses including customized chart of accounts, A2X integration, bank account synchronization, automated reconciliation rules, tax settings, and ongoing support.
- Know Your Numbers Program 6-week hands-on mentorship and implementation program teaching business owners to understand financial reports, implement bookkeeping systems in Xero, and make data-driven decisions. Includes over 2.5 hours of content, worksheets, templates, Q&A sessions, and access to a private Slack community.
- Financial Foundations (DIY) Self-paced online training course for setting up Xero financial systems. Includes 5 modules, 20 sessions, over 2.5 hours of video content, and an SOP library with templates and worksheets. 30-day satisfaction guarantee.
- BN Freedom Academy
Quantifiable outcome
- Business grew approximately 10x during Bean Ninjas engagement (Jade Leaf Matcha testimonial)
- +2 more outcomes
Companies that use Bean Ninjas
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles2 records
Bean Ninjas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature3 records
Bean Ninjas partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Air AccountingcoreStrategic partnership announced June 19, 2024 between Bean Ninjas Australia and Air Accounting. Air Accounting, headquartered in Sydney with a remote team of 50, is one of the top accounting firms in Australia. The partnership leverages Bean Ninjas' eCommerce expertise with Air Accounting's best-in-class team, systems, and client experience. New Australian clients will be onboarded to Air Accounting for bookkeeping, tax, and CFO support. Existing Bean Ninjas Australia clients will continue with the same team. Goal is to build Australia's premier eCommerce accounting brand.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Bean Ninjas competitors and assessment
Company assessmentDirect peers
- Botkeeper: Botkeeper combines automated bookkeeping software with human accountants to deliver monthly bookkeeping at scale. Like Bean Ninjas, it offers tiered subscription bookkeeping and supports add-on services (tax, CFO), competing for the same SMB-to-mid-market client base.
- Bench: Bench is a subscription-based online bookkeeping service that pairs software with a dedicated bookkeeper, similar in service structure to Bean Ninjas' tiered monthly plans. Both target small and mid-market businesses that need ongoing bookkeeping without hiring in-house.
- Xendoo: Xendoo is a cloud-based accounting and bookkeeping service offering monthly plans, tax support, and CFO advisory to SMBs. Its tiered subscription model and fractional CFO upsell are directly comparable to Bean Ninjas' Launch/Growth/Established structure.
- Finvisor: Finvisor provides outsourced bookkeeping and accounting for online businesses and eCommerce sellers using QuickBooks Online. Like Bean Ninjas, it focuses on the online seller segment and uses A2X/Xero/QBO workflows, with comparable subscription pricing and Shopify/Amazon expertise.
- inDinero: inDinero provides outsourced bookkeeping, tax, and CFO services to growth-stage and mid-market businesses on a subscription basis. It competes with Bean Ninjas in the fractional accounting and advisory category, particularly for venture-backed and scaling companies.
- Pilot: Pilot provides online bookkeeping, tax, and CFO services for startups and growing businesses on a subscription model. It is a direct competitor to Bean Ninjas in the recurring bookkeeping + fractional CFO space, with comparable monthly pricing tiers and a similar target of scaling digital-economy businesses.
- Acuity Group: Acuity Group provides cloud-based accounting, CFO, and advisory services to digital agencies, SaaS, and eCommerce businesses. It competes with Bean Ninjas in the digital-business fractional accounting space, with a similar focus on tech-forward online companies.
- Kruze Consulting: Kruze Consulting provides bookkeeping, tax, and CFO services specifically to venture-funded startups, using cloud platforms like QuickBooks and Xero. It is a comparable subscription-services accounting firm to Bean Ninjas, with a similar fractional-CFO upsell motion.
Others
- Karbon: Karbon is a workflow and practice management platform built for accounting firms. Bean Ninjas is both a Karbon user and a 2023 Karbon Client Excellence award winner, making Karbon a closely related ecosystem participant and indirect competitive dependency rather than a direct service peer.
Broad incumbents
- 1800Accountant: 1800Accountant is a larger US-based accounting services firm offering bookkeeping, tax, and advisory to SMBs across many verticals. It overlaps with Bean Ninjas on subscription bookkeeping and tax but lacks Bean Ninjas' deep eCommerce vertical focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bean Ninjas social profiles
Digital presenceBean Ninjas compliance and trust
Trust signalCompliance4 records
Bean Ninjas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bean Ninjas leadership team
Management profileNumber of profiles
Profiles10 records
Bean Ninjas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bean Ninjas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bean Ninjas
What does Bean Ninjas do?
Bean Ninjas is a global accounting firm that provides monthly bookkeeping, accounting, virtual CFO, and tax services specifically for 7 and 8-figure eCommerce businesses. Services are delivered using leading cloud accounting platforms (Xero, QuickBooks) integrated with eCommerce tools (Shopify, WooCommerce, Amazon FBA, A2X), with regional teams covering Australia, the US, and the UK. The firm also offers one-time accounting system setup services and educational products (Know Your Numbers mentorship and Financial Foundations DIY course) through its BN Freedom Academy.
Is Bean Ninjas a public or private company?
Bean Ninjas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bean Ninjas founded?
Bean Ninjas was founded in 2015. It employs 11 to 50 people.
Where is Bean Ninjas based?
Bean Ninjas is headquartered in Tucson, United States, in the North America region.
How does Bean Ninjas make money?
Four revenue lines are on record. Monthly Bookkeeping Services are the primary driver. The others are virtual CFO Services, DIY Setup Services and education and Training.
Who are Bean Ninjas's main competitors?
Direct peers on record are Botkeeper, Bench, Xendoo, Finvisor, inDinero, Pilot, Acuity Group and Kruze Consulting. Karbon is listed as an others. 1800Accountant is listed as a broad incumbent.
Does Bean Ninjas have an API?
No public API is recorded for Bean Ninjas.
What industry is Bean Ninjas in?
Bean Ninjas's product category is eCommerce Accounting Services. Its primary akta.pro industry code is BPAHABAC, Accounting & Bookkeeping Services, with a secondary code of BPAAAGAJ, Financial Planning & Analysis Support (Budgeting, Forecasting, Management Reporting). Its NAICS code is 5412.