MSA Asia
MSA Asia is a Shanghai-based professional services firm that helps foreign SMEs and multinationals incorporate, operate, and remain compliant across 9 Asia-Pacific markets through incorporation, accounting, tax, payroll, EOR, and advisory services delivered by 56 local experts.
- Company typePrivate
- Founded2011
- HeadquartersHuangpu, China
- Headcount51–100
- GTM typeB2B
- OfferingServices
What MSA Asia does
MSA Asia (operating as MSA Advisory) is a Shanghai-headquartered professional services firm founded in 2011 that delivers end-to-end accounting, tax, payroll, incorporation, and strategic advisory services for foreign companies entering and operating across the Asia-Pacific region. The firm serves foreign SMEs and multinational corporations across 9 APAC markets (China, Hong Kong, Macau, Taiwan, Singapore, Malaysia, Vietnam, Thailand, India) through 11 offices, employing 56 local experts in finance, HR, and legal who collectively speak English, German, Dutch, French, and Mandarin. Its service portfolio spans company incorporation (WFOE, JV, Representative Office, Branch), monthly bookkeeping under Chinese GAAP, statutory audit coordination, tax filing (VAT, CIT, IIT), payroll outsourcing, Employer of Record (EOR/PEO) services — recently extended into Vietnam, Malaysia, and Thailand — and higher-margin advisory work in transfer pricing, tax optimization, profit repatriation, M&A due diligence, and CFO services.
Revenue mechanics are mixed: one-time project fees for incorporation (USD 2,000-$6,000), recurring annual compliance retainers (RMB 25,000-$60,000 for first-year tax compliance), per-employee-per-month pricing for EOR and payroll outsourcing, and project- or retainer-based advisory fees for financial advisory and due diligence. Pricing is opaque and quote-based, with a free 30-minute consultation as the top-of-funnel conversion mechanism. Underlying technology consists of a cloud-based bilingual reporting portal providing real-time financial visibility to clients, online tax calculators, an entity advisor tool, and a multi-jurisdiction payroll system — all positioned around ease-of-use and IFRS-ready consolidation rather than AI-driven automation. Go-to-market combines direct enterprise sales, multilingual field sales (especially into European clients), GGI Alliance referral flow, and SEO-driven thought leadership content covering city-specific company registration guides. Notable clients include Siemens, LVMH, and Bosch.
MSA Asia firmographics
Firmographics- Name
- MSA Asia
- Legal name
- MSA Asia
- Website
- https://msadvisory.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MSA Asia is a Shanghai-based professional services firm that helps foreign SMEs and multinationals incorporate, operate, and remain compliant across 9 Asia-Pacific markets through incorporation, accounting, tax, payroll, EOR, and advisory services delivered by 56 local experts.
- Ownership category
- akta.pro rank
Where MSA Asia is headquartered
LocationHeadquarters
- HQ city
- Huangpu
- HQ country
- China
- HQ region
- Asia
Offices10 records
Markets served
MSA Asia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Company Incorporation Services: Professional incorporation services for WFOE, JV, RO, and Branch registrations across China and APAC markets. Pricing varies by entity type, city, and complexity (USD 2,000 to USD 6,000 in China; USD 2,500 to USD 5,500 in Hangzhou; USD 2,000 to USD 5,000 in Chengdu). Revenue is one-time service fee plus ongoing compliance retainer.
- Accounting & Tax Compliance: Monthly bookkeeping in Chinese GAAP, financial statement preparation, statutory audit coordination, and tax filing services (VAT, CIT, IIT). Pricing typically RMB 20,000 to RMB 60,000 per year for first-year tax compliance depending on transaction volume. Revenue is recurring annual retainer.
- Employer of Record (EOR) / PEO Services: Acting as legal employer for companies hiring in China without establishing a local entity. Services include compliant employment contracts, payroll processing, social insurance management, work permit/visa support, and employment liability coverage. Revenue is recurring per-employee-per-month (PEPM) or service retainer.
- Payroll Outsourcing: Monthly payroll calculation and disbursement, IIT filing and year-end reconciliation, social insurance and housing fund management, leave and expense tracking support. Revenue is recurring per-employee-per-month (PEPM) or fixed monthly retainer.
- Financial Advisory: Tax advisory, transfer pricing, corporate finance, CFO services, due diligence, and profit repatriation structuring. Revenue is project-based or recurring advisory retainer.
- Company Liquidation: Full entity wind-down including tax clearance, final audit, employee termination support, government deregistration, and asset repatriation. Revenue is project-based service fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Company Incorporation (China) |
| Subscription | Annual | Annual Accounting & Tax Compliance (China) |
| Subscription | Monthly | EOR / PEO Services |
| Subscription | Monthly | Payroll Outsourcing |
| Other | Pay-as-you-go | Financial Advisory |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
MSA Asia product offering
Product offeringCore offering
MSA Asia is a full-service accounting and strategic advisory firm that helps foreign SMEs and multinational companies establish, operate, and expand businesses in China and the broader Asia-Pacific region. The firm provides company incorporation (WFOE, Joint Venture, Representative Office, Branch Office), ongoing China-compliant accounting and bookkeeping, monthly and annual tax filing (VAT, CIT, IIT), statutory audit coordination, payroll outsourcing, Employer of Record (EOR) services enabling hiring without a local entity, work visa processing, profit repatriation, corporate restructuring, and financial advisory across 9 APAC markets (China, Hong Kong, Macau, Taiwan, Singapore, Malaysia, Vietnam, Thailand, India).
Product overview
MSA Asia is a professional services firm offering a comprehensive suite of advisory and compliance services for foreign companies entering and operating in China and across the Asia-Pacific region. The core offering consists of company incorporation and corporate services (WFOE, Joint Venture, Representative Office, Branch Office, Corporate Restructuring, Company Liquidation, Trademarks), accounting and tax compliance (Accounting & Bookkeeping, Tax Filing, China Audit & Assurance, Tax Advisory, Transfer Pricing), HR and payroll services (Payroll Outsourcing, Employer of Record, Recruitment Agency, Work Visas), and financial advisory (Corporate Finance, Due Diligence, CFO Services, Profit Repatriation). Supporting tools include a China Tax Calculator, China Corporate Tax Calculator, and China Entity Advisor. The firm operates across 9 APAC markets with 56 local experts.
Differentiator
Problem solved
Functional benefit
Products and services
- Company Registration End-to-end incorporation support for foreign companies in China and Asia-Pacific, covering entity type selection, regulatory filing, business licence acquisition, and post-registration compliance across all Chinese cities and provinces.
- WFOE (Wholly Foreign-Owned Enterprise) Setup Registration and setup support for wholly foreign-owned enterprises in China, enabling 100% foreign ownership with no local partner required.
- Joint Venture Setup Formation of equity or cooperative joint ventures with Chinese partners, including structuring, negotiation support, and regulatory compliance.
- Representative Office Setup Setup of representative offices in China for market research, liaison, and brand promotion without the ability to sign contracts or invoice clients directly.
- Branch Office Setup Establishment of branch offices as extensions of the foreign parent company in China, exposing the parent to Chinese liabilities directly.
- Accounting & Bookkeeping China-compliant financial reporting and monthly bookkeeping managed by a bilingual team, including financial statements, bank reconciliation, statutory audit coordination, and bilingual reporting in English and Chinese.
- Tax Filing & Compliance Navigation of China's tax landscape including monthly and annual tax filings (VAT, CIT, IIT), transfer pricing advisory, tax incentive applications, annual CIT settlement, and cross-border tax structuring.
- China Audit & Assurance Statutory audit coordination and assurance services to maintain books to statutory standards, ensuring seamless annual audit and compliance with Chinese regulatory requirements.
- China Consolidation Application of applicable accounting rules in China for consolidation of Chinese subsidiaries into parent company financial statements.
- Payroll Outsourcing Compliant payroll processing, IIT withholding and year-end reconciliation, social insurance and housing fund management, payslip generation in English and Chinese, and leave and expense tracking support.
- Employer of Record (EOR) Hire employees in China without setting up a local entity; MSA Asia acts as the legal employer handling employment contracts, payroll, tax, social insurance, work permits, and visa support. Expanded to Vietnam, Malaysia, and Thailand in June 2026.
- Recruitment Agency Recruitment services to help foreign companies find and hire employees in China.
- Work Visas China work visa application support, including permit preparation and regulatory guidance for foreign employees.
- Profit Repatriation Compliant repatriation of profits from China, including dividend declaration and distribution, withholding tax optimization, SAFE foreign exchange filings, and tax treaty benefit applications.
- Company Liquidation Proper closure of China entities including full deregistration across tax, customs, bank, and commerce bureaus, employee termination support, and asset recovery.
- Corporate Restructuring Restructuring of China entities to optimize legal structure, ownership, or operational setup.
- Tax Advisory Optimization of China tax strategy, including guidance on tax incentives, free trade zones, and high-tech benefits.
- Transfer Pricing Advisory on intercompany pricing compliance and documentation for transactions between related entities.
- Corporate Finance Advisory on funding, mergers and acquisitions, and capital structure for foreign companies in China.
- Due Diligence Review and assessment of business, financial, legal, and tax risks before committing to investments or transactions in China.
- CFO Services Outsourced senior finance leadership providing strategic financial management and oversight for foreign companies operating in China.
- Trademark Registration Protection of brand identity in China through trademark registration with Chinese authorities.
- China Tax Calculator Online calculator for estimating individual income tax obligations in China.
- China Corporate Tax Calculator Calculator for estimating business/corporate tax liabilities in China.
- China Entity Advisor Interactive guidance tool for determining the appropriate China entity structure and setup based on business needs and regulatory factors.
Quantifiable outcome
- Company incorporation from name pre-approval to operational bank account typically 5-7 weeks
- +4 more outcomes
Companies that use MSA Asia
Customer profileNamed customers35 records
Segments7 records
Ideal customer profiles5 records
MSA Asia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MSA Asia partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- GGI Alliance (Geneva Group International)coreMSA Asia is a member firm of GGI (Geneva Group International), a global alliance of independent accounting and advisory firms. This membership provides international reach, referral pathways with member firms worldwide, and cross-border service capabilities for clients expanding across multiple jurisdictions. The partnership is bidirectional — MSA Asia receives referrals from global member firms and may refer clients to GGI member firms in other countries.
- Sino-Singapore (Chengdu) Innovation ParkminorA bilateral cooperation framework between China and Singapore modelled on Suzhou Industrial Park (SIP). The park focuses on modern services and high-tech industries and offers Singapore-style one-stop administrative support. MSA Asia assists clients seeking to establish operations within this framework, providing bilingual government services navigation and preferential policy access for qualifying investors.
Scale indicators9 records
Recent moves4 records
Expansion highlights5 records
MSA Asia competitors and assessment
Company assessmentEmerging players
- Globalization Partners: Tech-enabled global EOR platform with APAC coverage including China and Southeast Asia. Targets the same EOR buyer need as MSA's expanded Vietnam/Malaysia/Thailand offering but with a digital-first delivery model.
Broad incumbents
- BDO China: Top-10 global accounting network with a substantial China practice serving foreign-invested enterprises with audit, tax, advisory and outsourcing. Competes in the same buyer pool but as part of a much wider global portfolio.
- Grant Thornton China: Mid-tier global accounting network with significant China operations. Provides audit, tax, advisory and outsourcing services to multinational and SME clients in China — broader portfolio but overlapping enterprise customer base.
Direct peers
- Ocorian: Global corporate services and fund administration group with APAC operations. Provides entity setup, accounting, tax and compliance services to foreign-invested enterprises — comparable service portfolio and target buyer.
- Dezan Shira & Associates: Long-standing Asia business advisory firm specializing in China and ASEAN market entry, accounting, tax, HR and compliance. Operates Asia Briefing as thought leadership channel — highly comparable niche and buyer overlap with MSA.
- IQ-EQ: Investor services and corporate services firm with operations across Asia, Europe and the Americas. Provides company formation, accounting, payroll and compliance to multinational clients — overlapping service lines with MSA.
- Vistra: Global provider of corporate, fund and trust services with significant APAC presence including China, Hong Kong, Singapore and Malaysia. Competes for the same incorporation, EOR and compliance engagements at the mid-market and enterprise tier.
- Acclime: APAC-focused corporate services provider covering company setup, accounting, tax, payroll and advisory across 10+ Asian markets including China, Hong Kong, Vietnam, Singapore and Malaysia. Direct competitor for the same foreign-invested enterprise buyer pool.
- TMF Group: Global corporate services provider offering accounting, tax, payroll and EOR across 80+ jurisdictions including all of MSA's APAC markets. Closest direct peer in terms of service mix (incorporation, compliance, EOR) and buyer profile (foreign-invested enterprises).
- Hawksford: Specialist corporate services firm with deep Asia and Europe coverage, providing company formation, accounting, tax, payroll and EOR. Highly comparable mid-market positioning to MSA for foreign companies entering Asia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MSA Asia compliance and trust
Trust signalCompliance4 records
MSA Asia financial estimates
Financial estimateRevenue estimate
Valuation estimate
MSA Asia leadership team
Management profileNumber of profiles
Profiles8 records
MSA Asia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MSA Asia 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 MSA Asia
What does MSA Asia do?
MSA Asia is a full-service accounting and strategic advisory firm that helps foreign SMEs and multinational companies establish, operate, and expand businesses in China and the broader Asia-Pacific region. The firm provides company incorporation (WFOE, Joint Venture, Representative Office, Branch Office), ongoing China-compliant accounting and bookkeeping, monthly and annual tax filing (VAT, CIT, IIT), statutory audit coordination, payroll outsourcing, Employer of Record (EOR) services enabling hiring without a local entity, work visa processing, profit repatriation, corporate restructuring, and financial advisory across 9 APAC markets (China, Hong Kong, Macau, Taiwan, Singapore, Malaysia, Vietnam, Thailand, India).
Is MSA Asia a public or private company?
MSA Asia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MSA Asia founded?
MSA Asia was founded in 2011. It employs 51 to 100 people.
Where is MSA Asia based?
MSA Asia is headquartered in Huangpu, China, in the Asia region.
How does MSA Asia make money?
Six revenue lines are on record. Company Incorporation Services are the primary driver. The others are accounting & Tax Compliance, employer of Record (EOR) / PEO Services, payroll Outsourcing, financial Advisory and company Liquidation.
Who are MSA Asia's main competitors?
Globalization Partners is listed as an emerging player. Broad incumbents are BDO China and Grant Thornton China. Direct peers are Ocorian, Dezan Shira & Associates, IQ-EQ, Vistra, Acclime, TMF Group and Hawksford.
Does MSA Asia have an API?
No public API is recorded for MSA Asia.