The Counting House
The Counting House is a York-based UK firm providing outsourced bookkeeping, payroll, and Xero cloud accounting services to small and growing businesses nationwide via a remote, menu-based bespoke pricing model built on Xero, Dext Prepare, and Chaser.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Counting House does
The Counting House is a UK-based outsourced bookkeeping firm operated by 30 Hour Days Ltd, founded in 2014 and headquartered in York, delivering remote bookkeeping, payroll, and Xero cloud accounting services to small and growing businesses nationwide. Its core product is a bespoke outsourced finance function covering bank reconciliation, purchase and sales invoice processing, expense management, VAT returns, credit control, payroll, and year-end preparation, supplemented by specialist services such as Xero setup, migration, and health checks, plus a catch-up bookkeeping line for clients with neglected records. The technology stack is built entirely on third-party cloud platforms: Xero as the primary accounting system, Dext Prepare for receipt and invoice capture, and Chaser for credit control automation, with clients receiving 24/7 access to their financial data via these tools.
The business operates on a menu-based, fully bespoke pricing model billed monthly, with no set packages, allowing clients to select individual service add-ons and scale as they grow. The firm also resells discounted Xero and Dext subscriptions as a lower-touch DIY tier for prospective clients not yet ready for full-service outsourcing. Go-to-market is sales-led and discovery-call driven, supported by content marketing (blog, downloadable guides), location-targeted SEO, and an organic social presence on Facebook, LinkedIn, and Instagram. The team is small (1-10 employees), AAT-qualified, and includes the co-founders Wendy and Faye, with all bookkeepers holding professional credentials and the firm carrying full professional insurance, HMRC AML registration, and GDPR compliance. Customer concentration is low across a horizontal SMB segment spanning multiple industries, and revenue is not disclosed.
The Counting House firmographics
Firmographics- Name
- The Counting House
- Legal name
- 30 Hour Days Ltd
- Website
- https://wearetch.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Counting House is a York-based UK firm providing outsourced bookkeeping, payroll, and Xero cloud accounting services to small and growing businesses nationwide via a remote, menu-based bespoke pricing model built on Xero, Dext Prepare, and Chaser.
- Ownership category
- akta.pro rank
The Counting House industry classification
Industry- Product category
- Bookkeeping Services
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412), Payroll Services (541214)
- SIC
- Finance Services (6199), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Accounts Receivable (Invoicing, Cash Application, Deductions) (BPAAAGAB)
Keywords
Where The Counting House is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Counting House business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Outsourced Bookkeeping Services: Recurring bookkeeping services provided on a bespoke menu-based pricing model. Services include bank reconciliation, purchase invoice processing, expense management, VAT returns, sales invoicing, credit control, supplier payments, reporting, and year-end preparation.
- Payroll Services: Comprehensive payroll processing including compliance with tax laws, accurate and timely payments to employees, RTI submissions, and pension auto-enrolment.
- Software Subscriptions: Resale of discounted software subscriptions (Xero, Dext Prepare) through partnership arrangements. Clients billed through The Counting House's billing platform rather than directly by software providers.
- Catch-Up Bookkeeping: One-time or short-term service to bring overdue financial records up to date. Helps businesses that have fallen behind on bookkeeping to regain financial clarity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Menu-based bespoke pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
The Counting House product offering
Product offeringCore offering
The Counting House provides outsourced bookkeeping services for small businesses, acting as a client's dedicated remote finance function. Core deliverables include bank reconciliation, purchase and sales invoice processing, expense management, VAT returns, credit control, supplier payments, payroll, year-end preparation, and catch-up bookkeeping, all delivered through the Xero cloud accounting platform with Dext Prepare for receipt capture.
Product overview
The Counting House is a bookkeeping services company offering outsourced finance functions primarily centered around Xero cloud accounting. The core offering consists of Outsourced Bookkeeping Services, Catch Up Bookkeeping Services, and Payroll Services, all delivered as a bespoke finance function tailored to each client's needs. The company specializes in Xero Cloud Bookkeeping Services, offering Xero health checks and migration assistance for clients transitioning to the platform. Add-on services include Xero Health Check (review of existing Xero setup) and Xero Migration (data transfer from other systems). Self-service options are available through discounted software subscriptions including Xero and Dext Prepare. The company also provides free educational resources including the Small Business Bookkeeping Guide and How to Get Paid On Time guide.
Differentiator
Problem solved
Functional benefit
Products and services
- Outsourced Bookkeeping Services Complete outsourced bookkeeping service in which The Counting House acts as the client's dedicated remote finance function, covering bank reconciliation, purchase invoice processing, expense management, sales invoicing, credit control, supplier payments, VAT returns, reporting, and year-end preparation for small businesses.
- Catch Up Bookkeeping Services One-time or short-term service that brings neglected or out-of-date financial records current, reconciles past transactions, and provides clarity for businesses that have fallen behind on their bookkeeping.
- Payroll Services Comprehensive payroll processing covering compliance with tax laws, accurate and timely payments to employees, payslip management, RTI submissions, pension auto-enrolment, and ongoing payroll support.
- Xero Cloud Bookkeeping Services Specialist Xero setup, training, and ongoing management service including Xero health checks, data migration from other software or paper-based systems, and real-time financial insights delivered via the Xero platform.
- Do It Yourself Software Subscriptions Discounted software subscriptions for self-service bookkeeping, including Xero and Receipt Bank (Dext Prepare), resold by The Counting House through partnership arrangements at reduced rates for clients not yet ready for a full finance function.
Quantifiable outcome
- Outsourcing costs a fraction of employing an in-house bookkeeper
- +2 more outcomes
Companies that use The Counting House
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
The Counting House technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
The Counting House partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and supporting.
- XerocorePrimary technology partner and accounting software platform. The Counting House is a Xero specialist offering setup, migration, health checks, and ongoing management of Xero accounts. Xero is described as the best cloud accounting software available, with over 700 add-on apps in the Xero Marketplace allowing customisation for specific business requirements.
- Dext Prepare (formerly Receipt Bank)supportingExpense management software partner for receipt and invoice capture. The Counting House offers Dext subscriptions at discounted rates through their partnership, allowing clients to avoid going direct to the software provider. Dext integrates with Xero for seamless financial data flow.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Counting House competitors and assessment
Company assessmentEmerging players
- Bookkeeper360: US-based cloud bookkeeping firm specializing in Xero and QuickBooks for SMBs, with an emerging SaaS-plus-service model that overlaps with The Counting House's Xero-centric offering.
Broad incumbents
- Pilot: US-based bookkeeping, accounting, and CFO services provider for SMBs and startups; a broad incumbent offering overlapping outsourced finance-function services at greater scale.
- Bench Accounting: Large-scale outsourced bookkeeping platform serving SMBs with software-plus-service offering; a much broader incumbent operating at scale in the same outsourced-bookkeeping-for-SMBs category.
Direct peers
- Pearl Lemon Bookkeeping: Remote outsourced bookkeeping firm serving SMEs with cloud accounting platforms, comparable in remote-delivery model and small-business focus.
- Outbooks: UK outsourced bookkeeping service for small businesses, offering recurring bookkeeping and accounts production — directly comparable recurring subscription model and SMB target.
- Cottons Accountants: UK-based accountancy and bookkeeping practice serving SMEs with cloud-based services and Xero expertise, comparable in target market and service mix to The Counting House.
- Crunchers: UK-based cloud bookkeeping specialist serving small businesses and freelancers using Xero and similar tools, with a comparable SMB-focused outsourced bookkeeping proposition.
- The Finance Team: UK outsourced finance function provider for small businesses offering bookkeeping, payroll, and management reporting — closely comparable bespoke-finance-function positioning to The Counting House.
Others
- Dext (formerly Receipt Bank): Receipt and invoice capture SaaS used by The Counting House and resold to clients at discounted rates; an enabling technology vendor whose own automation roadmap is a strategic factor for the firm.
- Chaser: Cloud-based credit control automation tool integrated by The Counting House; relevant as an ecosystem partner whose automation could both help clients and gradually substitute for some outsourced AR work.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Counting House social profiles
Digital presenceThe Counting House compliance and trust
Trust signalCompliance4 records
The Counting House financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Counting House leadership team
Management profileNumber of profiles
Profiles2 records
The Counting House funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Counting House 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 The Counting House
What does The Counting House do?
The Counting House provides outsourced bookkeeping services for small businesses, acting as a client's dedicated remote finance function. Core deliverables include bank reconciliation, purchase and sales invoice processing, expense management, VAT returns, credit control, supplier payments, payroll, year-end preparation, and catch-up bookkeeping, all delivered through the Xero cloud accounting platform with Dext Prepare for receipt capture.
Is The Counting House a public or private company?
The Counting House is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Counting House founded?
The Counting House was founded in 2014. It employs 1 to 10 people.
Where is The Counting House based?
The Counting House is headquartered in London, United Kingdom, in the Europe region.
How does The Counting House make money?
Four revenue lines are on record. Outsourced Bookkeeping Services are the primary driver. The others are payroll Services, software Subscriptions and catch-Up Bookkeeping.
Who are The Counting House's main competitors?
Bookkeeper360 is listed as an emerging player. Broad incumbents are Pilot and Bench Accounting. Direct peers are Pearl Lemon Bookkeeping, Outbooks, Cottons Accountants, Crunchers and The Finance Team. Others are Dext (formerly Receipt Bank) and Chaser.
Does The Counting House have an API?
No public API is recorded for The Counting House.
What industry is The Counting House in?
The Counting House's product category is Bookkeeping Services. Its primary akta.pro industry code is BPAAAGAB, Accounts Receivable (Invoicing, Cash Application, Deductions). Its NAICS code is 5412 and its SIC code is 6199.