Reed Accounts
Reed Accounts Pty Ltd is a privately held Australian bookkeeping and administration services firm founded by Ainsley Tesoriero, serving sole-traders, SMBs, and larger companies across the Northern Beaches of Sydney with Xero-based cloud bookkeeping, BAS lodgement, payroll, and tax compliance services.
- Company typePrivate
- Founded2015
- HeadquartersDeewhy, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Reed Accounts does
Reed Accounts Pty Ltd is a privately held Australian bookkeeping and administration services firm founded by Ainsley Tesoriero, headquartered in Dee Why on the Northern Beaches of Sydney. The firm delivers ongoing professional bookkeeping services — including day-to-day financial management, payroll, debtor/creditor management, bank reconciliations, and tax compliance (GST, PAYG, Payroll Tax) — to sole-traders, small-to-medium businesses, and large or publicly listed companies across a broad range of industries. It also provides a Cloud Accounting Services line covering Xero implementation, add-on software installation, training, and troubleshooting.
The underlying technology stack is built on Xero, in which the firm holds Platinum Partner status, the highest vendor accreditation tier, and adds an online self-service document-signing workflow for client onboarding. The firm is registered as a BAS Agent with the Tax Practitioners Board, which legally authorizes it to lodge BAS statements on behalf of clients.
The business model is fee-for-service professional services, sold via direct sales to businesses in the Northern Beaches of Sydney, with initial contact by phone or email. There is no publicly disclosed pricing, no published rate card, no external funding, and no parent company. Distribution is entirely direct, with a top-of-funnel blog content marketing channel supporting lead generation. The company is founder-owned and operated, with no disclosed headcount beyond the Director & Bookkeeper role.
Reed Accounts firmographics
Firmographics- Name
- Reed Accounts
- Legal name
- Reed Accounts Pty Ltd
- Website
- https://reedaccounts.com.au
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Reed Accounts Pty Ltd is a privately held Australian bookkeeping and administration services firm founded by Ainsley Tesoriero, serving sole-traders, SMBs, and larger companies across the Northern Beaches of Sydney with Xero-based cloud bookkeeping, BAS lodgement, payroll, and tax compliance services.
- Ownership category
- akta.pro rank
Where Reed Accounts is headquartered
LocationHeadquarters
- HQ city
- Deewhy
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Reed Accounts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Professional Bookkeeping Services: Ongoing bookkeeping and administration services including day-to-day financial management, year-end support, payroll, debtor/creditor management, bank reconciliations, and tax compliance (GST, PAYG, Payroll Tax). Services are tailored to business needs from sole-traders to large-scale companies.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Reed Accounts product offering
Product offeringCore offering
Reed Accounts provides professional bookkeeping and administration services to businesses of all sizes on the Northern Beaches of Sydney. The firm delivers ongoing day-to-day financial management, payroll, debtor/creditor management, bank reconciliations, tax compliance (GST, PAYG, Payroll Tax), cash flow forecasting, and management accounting. It also offers cloud accounting services including implementation of Xero, add-on software installation, training, and troubleshooting.
Product overview
Reed Accounts is a bookkeeping and administration services firm offering two primary service lines: Bookkeeping and Administration Services (covering payroll, invoicing, reconciliations, tax compliance, cash flow, and management reporting) and Cloud Accounting Services (covering cloud software implementation, add-on software installation, training, and troubleshooting). The company operates as a service-based business rather than a software product company, providing professional bookkeeping support to businesses of all sizes using cloud-based accounting platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Bookkeeping and Administration Services
Companies that use Reed Accounts
Customer profileSegments2 records
Ideal customer profiles2 records
Reed Accounts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Reed Accounts partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- XerocoreXero Platinum Partner status demonstrates expertise in Cloud-based software and providing online solutions to help transition businesses onto the Cloud. Reed Accounts specializes in Xero implementation, training, and ongoing support for clients.
Recent moves1 record
Expansion highlights4 records
Reed Accounts competitors and assessment
Company assessmentBroad incumbents
- H&R Block Australia: Large national tax preparation and bookkeeping franchise in Australia. Overlaps with Reed Accounts on SMB tax compliance and bookkeeping services but operates at much larger scale with a retail footprint.
- BDO Australia: Major Australian accounting and advisory firm offering bookkeeping-adjacent services as part of a broader portfolio. Competes for SMB and listed-company accounting work that overlaps with Reed Accounts' service mix.
Others
- Xero: Cloud accounting platform whose Platinum Partner program Reed Accounts participates in. Xero is a key enabler and ecosystem partner but also a structural threat as it embeds automation that reduces reliance on external bookkeepers.
- MYOB: Major Australian cloud accounting platform competing with Xero. MYOB partners with bookkeeping practices and serves as both a complementary tool and a competing automation platform for SMB finance workflows.
Direct peers
- Carbon Bookkeeping: Cloud-native Australian bookkeeping practice using Xero to serve small businesses with similar day-to-day bookkeeping, BAS, and payroll services. Direct comparable in technology orientation and SMB focus.
- Bottrell Business Services: Australian bookkeeping and accounting firm based in Newcastle, NSW, serving SMBs with similar compliance and cloud-bookkeeping offerings. Comparable in scale, regional focus, and service mix to Reed Accounts.
- CloudCounting: Australian cloud bookkeeping firm specializing in Xero and cloud accounting support for SMBs. Highly comparable in technology stack (Xero-centric), target market, and service delivery model.
- CFO on Call: Australian outsourced finance services firm offering bookkeeping, BAS, payroll, and virtual CFO services to SMBs. Overlaps with Reed Accounts on core compliance and bookkeeping offerings while operating at larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Reed Accounts social profiles
Digital presenceReed Accounts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reed Accounts leadership team
Management profileNumber of profiles
Profiles1 record
Reed Accounts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reed Accounts 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 Reed Accounts
What does Reed Accounts do?
Reed Accounts provides professional bookkeeping and administration services to businesses of all sizes on the Northern Beaches of Sydney. The firm delivers ongoing day-to-day financial management, payroll, debtor/creditor management, bank reconciliations, tax compliance (GST, PAYG, Payroll Tax), cash flow forecasting, and management accounting. It also offers cloud accounting services including implementation of Xero, add-on software installation, training, and troubleshooting.
Is Reed Accounts a public or private company?
Reed Accounts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Reed Accounts founded?
Reed Accounts was founded in 2015. It employs 1 to 10 people.
Where is Reed Accounts based?
Reed Accounts is headquartered in Deewhy, Australia, in the Oceania region.
How does Reed Accounts make money?
One revenue line is on record: professional Bookkeeping Services.
Who are Reed Accounts's main competitors?
Broad incumbents on record are H&R Block Australia and BDO Australia. Others are Xero and MYOB. Direct peers are Carbon Bookkeeping, Bottrell Business Services, CloudCounting and CFO on Call.
Does Reed Accounts have an API?
No public API is recorded for Reed Accounts.