Countplus

What Countplus does

Countplus (operating as "Count"; ASX: CUP) is an Australia-based, publicly listed integrated accounting and wealth services provider founded in 2006 and headquartered in Sydney. The company delivers a broad portfolio of professional services organised around two primary customer segments — businesses and individuals — including accounting, taxation, advisory, audit and assurance, wealth management, actuarial, finance and lending, training, and digital and IT systems for businesses, and accounting, taxation, self-managed super funds, and wealth advice for individuals. Underlying technical infrastructure is not publicly disclosed; the offering is delivered through a distributed physical office network (at least six locations across NSW, QLD, and SA) and a partner network of AFSL Members and Equity Partners authorised through wholly-owned Count Financial Limited (AFSL 227232).

The business operates a platform-plus-network model. Revenue is generated via professional services fees across its multi-disciplinary suite, with quote-based engagement pricing (no public pricing schedule). Distribution combines direct sales through the office network with a channel-style partner program that recruits AFSL Members and Equity Partners to deliver integrated services under Count's licence. The customer base is horizontally segmented across business and individual clients with no disclosed anchor accounts, supporting a long-tail revenue profile.

In May 2023, Countplus completed the acquisition of Affinia Financial Advisers Limited from TAL Dai-ichi Life Australia Pty Limited, expanding the group's wealth and risk advice capability and positioning the firm as a leading integrated accounting and wealth platform in Australia. Growth is driven primarily through partner network buildout and selective M&A rather than through proprietary technology; no AI/ML capability, data assets, patents, or productised software offerings are disclosed in the available information.

Name

Countplus

Legal name

Count Limited

Website

https://countplus.com.au

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Countplus (ASX: CUP) is an Australia-based, publicly listed integrated accounting and wealth services provider operating through a network of offices and AFSL-authorised partner firms, serving Australian businesses and individuals with accounting, taxation, advisory, audit, wealth, and SMSF services.

Ownership category

akta.pro rank

Product category

Professional Accounting and Wealth Services

NAICS

Trust, Fiduciary, and Custody Activities (523991)

akta.pro primary industry

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

Keywords

• Accounting services
• Wealth management
• Tax advisory
• Audit assurance
• Financial advisory

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 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. Professional Services - Business: Accounting, taxation, advisory, audit and assurance, wealth management, actuarial, finance and lending services for businesses
2. Professional Services - Individual: Accounting, taxation, self-managed super funds, and wealth advice services for individual clients
3. Training and Digital Services: Training and digital/IT systems services for business clients

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Count is Australia's leading integrated accounting and wealth services provider, delivering professional services across accounting, taxation, advisory, audit and assurance, wealth management, actuarial, finance and lending, training, and digital/IT systems to business clients, and accounting, taxation, self-managed super funds, and wealth advice to individual clients. The firm operates a platform-plus-network model through directly-owned offices and partner firms (AFSL Members and Equity Partners) across Australia.

Product overview

Count (CountPlus Limited, ASX:CUP) is Australia's leading integrated accounting and wealth services provider operating as a platform-plus-network model. The company delivers a unified portfolio of professional services spanning Business Services (Accounting, Taxation, Advisory, Audit and Assurance, Wealth, Actuarial, Finance and Lending, Training, Digital and IT Systems) and Individual Services (Accounting, Taxation, Self Managed Super Funds, Wealth Advice). The company operates through a network model offering partnership programs for AFSL Members and Equity Partners, and expanded through the acquisition of Affinia Financial Advisers in 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Accounting Services
• Business Taxation Services
• Business Advisory Services
• Audit and Assurance Services
• Business Wealth Management
• Actuarial Services
• Finance and Lending Services
• Training Services
• Digital and IT Systems Services
• Individual Accounting Services
• Individual Taxation Services
• Self Managed Super Funds Services
• Individual Wealth Advice
• AFSL Membership Program
• Equity Partner Program

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TAL Dai-ichi Life AustraliacoreStrategic or Co-development Partner · 10 March 2023TAL Dai-ichi Life Australia sold its financial advice licensee, Affinia Financial Advisers, to CountPlus Limited. The transaction supports CountPlus's growth strategy and enhances its position in wealth management, especially in risk advice. TAL and CountPlus are optimistic about future collaboration and ongoing support for Affinia advisers.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• EY Australia: EY Australia is the local Big 4 firm offering audit, tax, consulting and advisory services including wealth and actuarial work. Comparable to CountPlus as an incumbent across accounting, tax and advisory, though materially larger and targeting enterprises and government.
• Insignia Financial: Insignia Financial (formerly IOOF) is one of Australia's largest financial advice and wealth management groups. Comparable to CountPlus as a scaled incumbent in the wealth advice segment — particularly relevant after Count's Affinia acquisition — though with a much broader product and platform footprint.
• AMP Limited: AMP is a major Australian wealth manager and advice business with banking and superannuation arms. Comparable to CountPlus as a wealth advice incumbent competing for the same high-net-worth and mass-affluent segment, though a far larger diversified financial services group.
• Deloitte Australia: Deloitte Australia is the local Big 4 firm providing audit, consulting, tax and financial advisory across enterprise and government clients. A broad incumbent peer of CountPlus given overlapping service lines (audit, tax, advisory, risk) but at materially larger scale and enterprise focus.
• KPMG Australia: KPMG Australia is the local Big 4 firm offering audit, tax and advisory including private enterprise and family office services. Comparable to CountPlus as an incumbent across accounting, tax and advisory services but at significantly greater scale and enterprise scope.

Direct peers

• BDO Australia: BDO Australia is the local member of the BDO international accounting network providing audit, tax, advisory and outsourced finance services to mid-market clients. Directly comparable to CountPlus given overlapping service lines and similar mid-tier positioning targeting privately-held businesses and high-net-worth individuals.
• HLB Mann Judd Australia: HLB Mann Judd is a long-standing Australian mid-tier accounting and business advisory network with offices nationwide delivering audit, tax, advisory and wealth services. Directly comparable to CountPlus as a similarly-structured mid-market accounting and advisory firm running a partnership-led model.
• Crowe Australasia: Crowe Australasia is the Australian arm of Crowe Global, providing audit, tax, advisory and risk services to mid-market clients. Comparable to CountPlus as a competing mid-tier national accounting and advisory network with overlapping services to privately-held businesses and high-net-worth individuals.
• RSM Australia: RSM Australia is the Australian member of RSM International, providing audit, tax, advisory and consulting to mid-market businesses. A direct peer to CountPlus as another mid-tier national firm offering a comparable mix of compliance accounting, advisory and outsourced finance services to similar client segments.
• Pitcher Partners: Pitcher Partners is an Australian mid-tier accounting and advisory network with offices across multiple states, offering accounting, audit, taxation and business advisory to SMEs and individuals. Closely comparable to CountPlus as a similarly-positioned mid-market integrated professional services firm built around a partnership model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Countplus