What Easy Acccountancy does

Caroola (formerly Easy Accountancy) is a UK-based accounting firm providing fixed-fee, subscription-based accountancy services to limited company contractors, freelancers, and small business owners. Established in 1992 and rebranded to Caroola in 2024, the firm operates as a subsidiary of Caroola Group Limited, registered in England and Wales, with offices across the UK positioned as a national specialist in the contractor accountancy segment.

The company's core product line consists of three tiered monthly subscription packages: Accountancy Lite (£89+VAT/month) for non-VAT-registered limited companies, Accountancy (£135+VAT/month) for VAT-registered businesses or those turning over more than £90k/year, and Accountancy+ (£179+VAT/month) adding IR35 umbrella services, 2nd director services, quarterly tax reviews, and bundled benefits (Parasol umbrella worth £1,547/year, Qdos IR35 review worth £125). Complementary products include Self-employed Services (from £40+VAT/month) and Making Tax Digital for Income Tax (from £14+VAT/month). The technology stack centers on integration with FreeAgent bookkeeping software, which is included in all packages and saves clients over £396/year versus standalone licensing, complemented by phone, email, and video-call access to UK-based accountants.

Caroola operates a direct-to-consumer, self-service go-to-market model with website sign-up, phone sales (03330 342 481), live chat, and a referral program offering £300 per successful conversion. Revenue is generated entirely through recurring monthly subscriptions, creating predictable cash flow with multi-year client relationships evidenced by testimonials referencing 6-10 year tenures. The firm holds FCSA Accredited Member status (as a founding member) and Cyber Essentials PLUS certification, positioning compliance credibility as a primary differentiator in a competitive UK SMB accountancy market.

Name

Easy Acccountancy

Legal name

Caroola Group Limited

Website

https://easyaccountancy.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Caroola (formerly Easy Accountancy) is a UK-based, subscription-based accountancy firm serving limited company contractors, freelancers, and small business owners with tiered fixed-fee packages (£89-£179/month) bundled with FreeAgent bookkeeping and FCSA-accredited compliance services.

Ownership category

akta.pro rank

Headquarters

HQ city

Warrington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Monthly Subscription Services: Fixed-fee monthly subscription model for accountancy services across three tiers (Accountancy Lite £89, Accountancy £135, Accountancy+ £179 per month +VAT). Revenue is recurring and predictable, billed monthly with annual billing implied by multi-year client relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Caroola (formerly Easy Accountancy) provides fixed-fee monthly subscription accountancy services for UK contractors, freelancers, and small limited companies. The offering includes FreeAgent bookkeeping software, company formation, year-end filing, VAT management, HMRC submissions, IR35 support, and unlimited advice from UK-based accountants. Services are delivered across three tiered packages — Accountancy Lite (£89+VAT/mo), Accountancy (£135+VAT/mo), and Accountancy+ (£179+VAT/mo) — with standalone add-ons including MTD for Income Tax (£14+VAT/mo) and Self-employed Services (£40+VAT/mo).

Product overview

Caroola (formerly Easy Accountancy) offers a tiered accountancy service platform with three core packages and supplementary modules. The main offerings are Accountancy Lite (£89/mo), Accountancy (£135/mo), and Accountancy+ (£179/mo) — progressively enhanced packages for limited company contractors. Additional standalone services include MTD for Income Tax (£14/mo) and Self-employed Services (£40/mo). All packages include access to UK-based accountants and FreeAgent bookkeeping software. The platform differentiates through compliance expertise (FCSA accreditation, Cyber Essentials PLUS) and added benefits such as IR35 support, 2nd director services, and privacy protection through registered office address services.

Differentiator

Problem solved

Functional benefit

Products and services

• Accountancy Lite

Quantifiable outcome

• Saving over £396/year on bookkeeping software with FreeAgent included
• +5 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Three partnerships are on record, tiered core and flagship.

• FreeAgentcoreTechnology or IntegrationFreeAgent bookkeeping software is integrated into all Caroola accountancy packages at no additional cost, providing clients with professional accounting tools. This partnership saves clients over £396/year in software costs.
• FCSA (Freelance and Contractor Services Association)flagshipStrategic or Co-development PartnerCaroola is a founding member and Accredited Member of the FCSA. The association regularly and independently assesses Caroola to ensure compliance with high standards, providing credibility and regulatory assurance.
• ParasolcoreTechnology or IntegrationParasol umbrella company services are offered to Accountancy+ clients working inside IR35. This service is worth £1,547/year and enables compliant contract work for contractors operating inside IR35.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• FreeAgent: Cloud bookkeeping software provider (acquired by NatWest) that Caroola bundles into all its packages. Functions as both a core technology partner and an indirect competitor — freelancers using FreeAgent directly may bypass specialist accountancy services for basic needs.

Direct peers

• SJD Accountancy: One of the largest UK specialist contractor accountancy firms, offering fixed-fee limited company accounting, IR35 support, and umbrella services to a similar contractor and freelancer customer base. Direct head-to-head competitor with overlapping service tiers and target segments.
• Nixon Williams: UK-based specialist accountancy firm focused on contractors, freelancers, and limited companies. Competes directly with Caroola on fixed-fee monthly packages, IR35 expertise, and FreeAgent/Xero software bundling for the same primary customer segments.
• InTouch Accounting: UK accountancy firm specializing in contractors, freelancers, and small limited companies with subscription packages and dedicated accountant support. Overlapping target market and service model make it a relevant head-to-head peer.
• Gorilla Accounting: UK contractor and freelancer accountancy specialist offering fixed-fee packages, IR35 support, and cloud bookkeeping software. Direct competitor serving the same contractor persona with similar value propositions around fixed pricing and compliance expertise.
• Crunch Accounting: UK online accountancy firm offering subscription-based bookkeeping, tax, and limited company services to freelancers, contractors, and small businesses. Closely comparable business model with tiered subscription pricing and self-serve onboarding.

Broad incumbents

• Xero: Global cloud accounting platform serving small businesses and accountants with bookkeeping, tax, and payroll tools. Competes indirectly by enabling DIY bookkeeping and self-serve compliance for freelancers who might otherwise use a specialist accountancy firm.
• QuickBooks (Intuit): Dominant global small-business accounting software platform offering bookkeeping, tax filing, and invoicing. Represents the broader incumbent threat as software-based automation reduces reliance on specialist accountants.

Emerging players

• Bench Accounting: Tech-enabled accounting service combining software with dedicated bookkeepers for small businesses. Comparable business model (subscription + human accountant + bundled software) adapted to North American small business market; relevant model benchmark.
• Parasol Group: UK umbrella company and contractor services provider that Caroola partners with to deliver inside-IR35 services. Parasol operates in the same contractor ecosystem and overlaps on the IR35-affected contractor segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100090195348310
• LinkedInlinkedin.com/company/caroola-accountancy
• Xx.com/easyaccountancy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Easy Acccountancy