Michael Jensen & Associates

What Michael Jensen & Associates does

Michael Jensen & Associates is a privately held chartered accounting firm founded around 2000 by Michael Jensen CA and headquartered in Richmond, Victoria, Australia. The firm rebranded to Dare Accounting in July 2025 to mark its 25th anniversary and shift identity beyond the founder's name. It serves small-to-medium business owners, self-managed superannuation fund (SMSF) trustees, not-for-profit organizations, and individual taxpayers with investment properties, primarily within Victoria.

The firm delivers a full suite of professional accounting services including taxation, business accounting, SMSF compliance and audit, trust account and not-for-profit audits, business valuations, succession and estate planning, company formations, and management consulting. It also specializes in MYOB and QuickBooks software installation and training, and offers an Audit Shield service — tax audit insurance underwritten by AAI Limited (Vero Insurance, Suncorp Group) — that covers ATO defense costs. Delivery occurs at the Richmond office, on client premises, or remotely.

The business model is fee-for-service professional services with a sales-led, direct-to-consumer go-to-market. Acquisition relies on referrals, the firm website, and email newsletters; a free initial consultation valued at A$440 is used to convert prospects. The firm is solo-branded around Michael Jensen CA's 22+ years of tax experience, operates from a single physical office, and has no disclosed institutional investors, subsidiaries, or parent entities.

Name

Michael Jensen & Associates

Legal name

Michael Jensen & Associates

Website

https://mjaa.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Michael Jensen & Associates (Dare Accounting) is a privately held chartered accounting firm in Richmond, Victoria, Australia, serving SMB owners, SMSF trustees, not-for-profits, and individual taxpayers with taxation, accounting, audit, SMSF, and business advisory services.

Ownership category

akta.pro rank

Product category

Chartered Accounting and Tax Advisory

NAICS

Offices of Certified Public Accountants (541211), Other Accounting Services (541219)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Financial Reporting & Technical Accounting Advisory (GAAP/IFRS) (BPAHABAF)

akta.pro secondary industry

Audit & Assurance Services (BPAHABAA)

Keywords

• Chartered accounting services
• Tax compliance services
• SMSF audit services
• Business advisory services
• Accounting software training

Headquarters

HQ city

Richmond

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Accounting Services: Full accounting services for businesses including profit and loss analysis, balance sheet analysis, and consultative services with company management. Services can be delivered offsite or on client premises.
2. Taxation Services: Registered Tax Agents providing complete taxation services including business tax returns, Business Activity Statements (BAS), FBT returns, and assistance with late or previous year lodgements.
3. Audit Services: Audit services for Trust Accounts, Owners Corporations, Self Managed Superannuation Funds, and Not-for-Profit Organisations.
4. Self Managed Superannuation Fund Services: Compliance services including financial statement preparation, income tax returns, SMSF audits, and ongoing trustee assistance.
5. Business Consulting: Management consulting services including strategic planning, business planning, succession and estate planning, business valuations, and company formations.
6. Audit Shield: Tax audit insurance service with group policy underwritten by AAI Limited (trading as Vero Insurance, Suncorp Group). Payment is tax deductible and includes administrative fee.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Michael Jensen & Associates is a chartered accounting firm delivering taxation, accounting, audit, SMSF, and business advisory services to small-to-medium businesses, SMSF trustees, and not-for-profit organisations in Victoria, Australia. The firm operates from a heritage office in Richmond and delivers services onsite, offsite, and online. An optional Audit Shield tax audit insurance product is offered in addition to core professional services.

Product overview

Michael Jensen & Associates is a chartered accounting firm that rebranded to Dare Accounting in July 2025, offering an integrated suite of professional accounting and business advisory services. The firm provides a comprehensive portfolio of core services including Business Services, Accounting, Taxation, Business Planning, Succession and Estate Planning, Audit Services, Company Formations & Corporate Secretarial, Finance Options, Business Appraisals, Software Installations and Training, Self Managed Superannuation Funds, Business Valuations, and Management Consulting. These services are delivered as a unified offering by a team of accounting professionals, with the optional Audit Shield add-on providing clients with tax audit insurance protection. The firm specializes in MYOB and Quickbooks software support and serves businesses, SMSFs, individuals with rental properties, and not-for-profit organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Taxation Services Complete taxation services delivered by registered Tax Agents, including preparation and lodgement of business tax returns, Business Activity Statements (BAS), FBT returns, and assistance with late or previous year lodgements.
• Accounting Services Full accounting services for businesses, delivered offsite or on client premises, including Profit and Loss and Balance Sheet analysis on a consultative basis with company management.
• Audit Services Audit services for Trust Accounts, Owners Corporations, Self Managed Superannuation Funds, and Not-for-Profit Organisations.
• Self Managed Superannuation Fund (SMSF) Services Comprehensive SMSF services spanning tax planning, compliance, financial statement preparation, income tax returns, audits, and ongoing trustee assistance.
• Business Advisory and Consulting Strategic management consulting, business planning, succession and estate planning, business valuations, business appraisals, and company formations for business owners.
• Company Formations and Corporate Secretarial Company setup and registration services, including statutory registrations and corporate secretarial support on behalf of clients.
• Accounting Software Installation and Training Specialist installation, training, and ongoing support for MYOB and QuickBooks accounting software for clients and their staff.
• Audit Shield Tax audit insurance service covering costs of defending clients during ATO inquiries, investigations, reviews, or audits, including retrospective protection for previously lodged returns and specialist fees from taxation lawyers. Underwritten by AAI Limited (trading as Vero Insurance, Suncorp Group).

Quantifiable outcome

• Helped one client reduce tax payable on business sale to NIL through careful planning

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Finance Contacts/ProvidersminorChannel Partner/ Reseller/ DistributorThe firm provides finance contacts who can assist business clients with funds for operation growth or equipment finance. These are referral partnerships where finance providers serve MJAA's client base.
• Taxation Lawyers/External SpecialistsminorImplementation/ SI/ Consulting PartnerUnder the Audit Shield service, fees of external specialists such as taxation lawyers or relevant consultants engaged to assist in audit responses are covered under the policy.

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Direct peers

• William Buck: Australian mid-tier chartered accounting firm with offices in Victoria and other eastern states, providing tax, audit, advisory, and SMSF services to SMBs and family businesses. Shares MJAA's regional focus and full-service SMB marketing.
• Prosperity Advisers: Australian accounting and business advisory firm offering tax, audit, SMSF, and succession services to SMBs and HNW individuals. Closely comparable boutique profile, client mix, and emphasis on advisory beyond compliance.
• Hayes Knight: Boutique Australian accounting firm specializing in tax, accounting, and advisory for SMBs, family groups, and SMSF trustees. Comparable in scale and service orientation to MJAA, including personal partner-led client relationships.
• Pitcher Partners: Melbourne-headquartered mid-tier accounting and advisory firm offering audit, tax, business services, and wealth advisory to Australian SMBs and SMSFs. Closely comparable by geography, service mix, and target customer base, though larger in scale than MJAA.

Broad incumbents

• RSM Australia: Global mid-tier accounting network with significant Australian presence, offering audit, tax, business advisory, and consulting to mid-market and SMB clients. Overlaps with MJAA across tax, audit, and business advisory services.
• Crowe Australia: Australian mid-tier accounting firm (formerly Crowe Horwath) offering audit, tax, advisory, and SMSF services. Overlaps with MJAA's full-service SMB and SMSF value proposition, with deeper specialist resources.
• Nexia Australia: International mid-tier accounting network with Australian presence, providing audit, tax, and advisory services to SMBs. Competes in the same SMB advisory space as MJAA with national distribution.
• HLB Mann Judd: Australian mid-tier accounting network with branches across VIC, NSW, QLD, and other states, providing audit, tax, SMSF, and advisory services to SMBs. Competes with MJAA in the same SMB and SMSF segments but with broader geographic reach and deeper specialty benches.
• BDO Australia: Top-tier Australian accounting and advisory firm with offices nationwide, providing audit, tax, SMSF, and business advisory services. Larger scale than MJAA but competes for the same SMB and SMSF market with more resources and international reach.
• ShineWing Australia: Australian accounting and advisory firm offering audit, tax, and business services to mid-market and SMB clients. Overlaps with MJAA's audit and tax service lines for SMB clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/michael-jensen-associates

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 Michael Jensen & Associates