The Field Group

What The Field Group does

The Field Group is a Melbourne-based accounting and business advisory firm tracing its origins to 1952, when founder Joe Dobrigh acquired a 50-client practice, with formal operations established in 1953. Today the firm provides an integrated suite of professional services spanning business accounting and tax compliance, self-managed superannuation (SMSF) administration, audit and assurance (corporate, trust, SMSF, and not-for-profit), personal tax services, and a Fractional CFO offering targeted at businesses with $1M-$5M revenue. Its technology stack is built around cloud-based third-party platforms including Xero (the firm became Melbourne's first Xero partner in 2009 and remains a Certified Advisor), Class Super for SMSF administration, DocuSign for client form execution, and compatibility with MYOB and QuickBooks. The firm does not operate proprietary AI/ML systems; its technology adoption centres on workflow digitisation and cloud interoperability rather than in-house model development.

The Field Group generates revenue through professional services fees across multiple pricing models: unit-priced personal tax returns (from $275 inc GST), subscription-style monthly Fractional CFO engagements ($2,000–$8,000 per month with month-to-month terms and no lock-in), annual SME business service retainers ($2,000–$10,000 per year), and fixed-fee audit engagements. Go-to-market is consultative and direct, with free 30-minute phone or Zoom consultations booked online, structured new-client onboarding forms for seven client types, and engagement through five Melbourne office locations (Chirnside Park head office plus CBD QV, South Melbourne, Cremorne, and Collingwood). The client base spans individual taxpayers, SMEs, audit-mandated entities, SMSF trustees, and select enterprise accounts including Schnitz, Richdale, and Aqua.

The firm is privately held under a management-led ownership structure led by Managing Director Jon Traynor (appointed 2012, with the firm since 2005) alongside co-owner Jane Pointon (owner since 2021), with no parent company, private equity backing, or institutional investment identified. In 2019 the firm divested its financial planning arm by merging it into Viridian, and in 2023 it rebranded from 'The Field Group - Accounting' to 'Field Group' to signal broader positioning. With 35+ staff and a 4.9 rating across 115+ Google Reviews, the firm operates as a stable, regionally focused professional services practice rather than a venture-backed growth business.

Name

The Field Group

Legal name

The Field Group

Website

https://fieldgroup.com.au

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

The Field Group is a Melbourne-based accounting and business advisory firm providing tax, audit, SMSF, business services, and fractional CFO solutions to SMEs, individuals, and select enterprises across Victoria from five office locations with 35+ staff.

Ownership category

akta.pro rank

Product category

Accounting and Business Advisory

NAICS

Offices of Certified Public Accountants (541211)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Tax Operations Support (Indirect Tax, Withholding, Compliance Admin) (BPAAAGAI)

Keywords

• Accounting services
• Tax compliance
• Business advisory
• Audit assurance
• Fractional CFO services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices5 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. Personal Tax Services: Tax return preparation and planning for individuals. Basic tax return fee starts from $275 (inc GST).
2. Audit & Assurance Services: Corporate audits, trust account audits, SMSF audits, and not-for-profit audits with fixed-fee pricing.
3. Fractional CFO Services: CFO-level financial services for businesses doing $1M-$5M revenue. Most clients invest between $2,000 and $8,000 per month. Provides monthly cash flow forecasting, management reporting, KPI dashboards, and financial strategy.
4. Business Services: Comprehensive business accounting including tax compliance, BAS, payroll, business structuring, succession planning. Most SME clients invest $2K-$10K per year.
5. SMSF Services: Self-managed super fund administration, compliance, financial reporting, and audit support using Class Super platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Field Group is a Melbourne-based accounting and business advisory firm providing tax compliance, BAS, payroll, business structuring, audit and assurance, personal tax, self-managed superannuation (SMSF) administration, and fractional CFO services for individuals and small-to-mid businesses. It serves clients across five Melbourne offices through dedicated accountants, offering proactive year-round advisory rather than transactional tax-time work. The firm leverages cloud platforms such as Xero (as Melbourne's first partner since 2009) and Class Super to deliver these services.

Product overview

The Field Group is a Melbourne-based accounting and business advisory firm offering a unified service portfolio under one roof. The core offerings span Business Services (tax compliance, BAS, payroll, structuring), Self Managed Superannuation (SMSF administration using Class Super), Audit & Assurance Services (corporate, trust, SMSF, and not-for-profit audits), Personal Tax services, and a Fractional CFO service providing CFO-level strategic financial oversight. The firm also provides a Knowledge Base with tax tips, business structure guides, and key Australian tax dates, along with downloadable tax return checklists and forms. Services are available across five Melbourne locations with a team of 35+ staff.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 4.9 rating from 115+ Google Reviews
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• XerocoreTechnology or Integration · 1 January 2009Melbourne's first Xero partner since 2009. The firm has been recognized as Xero Certified Advisors, providing cloud accounting services to clients.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• RSM Australia: Australian arm of global mid-tier accounting network RSM, offering audit, tax, and advisory services to middle-market businesses. Comparable service portfolio but operates nationally and has greater scale than The Field Group.
• Grant Thornton Australia: Australian member of global mid-tier accounting network, offering audit, tax, and advisory services to privately held businesses. Comparable in target market with significantly broader geographic and resource scale.
• BDO Australia: Australian member of global accounting network BDO, providing audit, tax, and advisory services across multiple industries. Comparable in service breadth but with national scale and broader enterprise client base than The Field Group.
• Mazars Australia: Australian member of global accounting network Mazars, offering audit, tax, and advisory services to mid-market businesses. Comparable in service portfolio with international backing and larger scale.
• Crowe Australasia: Australian accounting and advisory firm (part of Crowe Global) offering audit, tax, and advisory services to mid-market and SME clients. Comparable in service mix with national footprint and larger scale.

Direct peers

• William Buck: Australian mid-tier accounting and advisory firm with strong Melbourne/Victoria presence offering business advisory, audit, tax, and SMSF services. Comparable in size, client segment (SMEs and individuals), and integrated service model.
• HLB Mann Judd: Australian mid-tier accounting firm with strong Melbourne presence offering business services, audit, tax, and SMSF advisory. Comparable in target market (SMEs, high-net-worth individuals) and integrated service model.
• Pitcher Partners: Melbourne-headquartered mid-tier accounting and advisory firm offering business services, audit, tax, and advisory to Australian SMEs and individuals. Directly comparable in geography, target market, and service mix to The Field Group.
• Pilot Partners: Brisbane-based but Australia-wide mid-tier accounting and advisory firm offering business advisory, tax, audit, and SMSF services. Comparable in client segment (SMEs, family businesses) and integrated service model.
• Bentleys Australia: Australian accounting and advisory network with multiple offices including Melbourne, serving SMEs and mid-market businesses. Comparable in client focus and service mix, though larger in aggregate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fieldgroupaccounting
• Facebookfacebook.com/fieldgroupaccounting
• LinkedInlinkedin.com/company/the-field-group---accounting
• Xx.com/thefieldgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 The Field Group