+MORE

What +MORE does

+MORE is a New Zealand-based network of locally owned chartered accountancy and business advisory firms operating under the +MORE Group umbrella, founded in 2013 by Dan Henderson after a decade at a Big Four accounting firm. The group comprises 17 office locations — 16 across New Zealand from Whangarei to Invercargill and one in Melbourne — delivered through independently owned member firms (e.g., MGI+MORE Auckland, Wallace Diack +MORE Blenheim, Malloch McClean +MORE Invercargill, McCoy+MORE Christchurch) that maintain local ownership while sharing group-level brand, technology, and international network affiliation.

The group's service portfolio spans traditional compliance (annual financial statements, bookkeeping, payroll, income tax returns, IRD communications, Companies Office management), higher-margin advisory (business planning, Virtual CFO oversight, cashflow forecasting, succession and exit planning, coaching, corporate governance, and the proprietary Trifecta Advisory Program), and sector-specific specialisations in agribusiness, viticulture, helicopter aviation, and supermarket/franchise retail. Technology infrastructure is anchored by Xero Platinum Partner status with an integration stack spanning Figured, Hubdoc, Tradify, Farm Focus, Fathom, and Karbon, supplemented by an AI-assisted business planning tool (Smarter Business Blueprint, 2025) and the FUEL content platform.

The business model is relationship-led professional services with bespoke engagement-based pricing and no public rate cards; revenue is generated through recurring compliance fees, project-based and retainer advisory engagements, and premium specialist sector fees. Client acquisition is primarily referral-driven, augmented by community sponsorship, Xero-credential branding, MGI Worldwide international referrals, and educational workshops. Customer base is highly fragmented across New Zealand SMEs, with documented client tenures exceeding 25–50 years in multiple cases. The group is privately held, has no external funding or PE backing disclosed, and does not publish revenue figures.

Name

+MORE

Legal name

+MORE Group

Website

https://plusmore.co.nz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

+MORE is a New Zealand network of 17 locally owned chartered accountancy and advisory firms (16 NZ + 1 Melbourne) serving ambitious SMEs with compliance, business advisory, CFO oversight, and sector-specific expertise in agribusiness, viticulture, and aviation.

Ownership category

akta.pro rank

Product category

Chartered Accountancy & Business Advisory

NAICS

Other Scientific and Technical Consulting Services (54169), Management of Companies and Enterprises (55111)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

akta.pro secondary industries

Intercompany & Consolidation Support (Eliminations, Group Reporting Support) (BPAAAGAG), Affinity, Membership & Association Referral Programs (FSAEAMAL)

Keywords

• Chartered accountancy services
• Business advisory services
• SME tax compliance
• Agribusiness accounting
• Virtual CFO advisory

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices16 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services – Accounting & Tax: Fees charged for compliance services including annual financial statements, income tax returns, bookkeeping, payroll, Companies Office management, and IRD communications. Typically billed on a recurring per-engagement or per-service basis aligned with annual compliance cycles.
2. Business Advisory Services: Revenue from advisory engagements including business planning, CFO advisory, coaching, succession planning, exit solutions, cashflow forecasting, and organisational reviews. Delivered as project-based or ongoing retainer engagements, representing a land-and-expand revenue opportunity as client relationships deepen.
3. Specialist Industry Services: Differentiated fees for specialist sector services including agribusiness/farm accounting, viticulture advisory, helicopter aviation sector accounting, and supermarket/franchise sector reporting. Commands premium pricing due to deep domain expertise.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

+MORE Group is a network of locally owned chartered accountancy and business advisory firms delivering accounting, tax, and advisory services to small and medium businesses across New Zealand. Core services include annual financial statements, bookkeeping, payroll, income tax returns, business advisory, CFO advisory, coaching, succession planning, and sector-specialised services in agribusiness, viticulture, helicopter aviation, and supermarket franchises. The group operates as a Xero Platinum Partner with an AI-powered business planning tool launched in 2025.

Product overview

+MORE is a network of locally owned chartered accounting and business advisory firms in New Zealand, operating as a unified group under the +MORE brand. The core offering combines traditional accounting services (annual financial statements, bookkeeping, tax returns, payroll) with business advisory capabilities (business planning, coaching, CFO advisory, succession planning). The portfolio includes specialized modules such as AI-powered business planning tools, Virtual CFO services, agribusiness expertise, and industry-specific solutions for sectors like viticulture and aviation. The group leverages technology partnerships with Xero, Figured, and other platforms, while providing educational content through its FUEL blog platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services Core chartered accountancy compliance services for New Zealand SMEs including annual financial statements, bookkeeping, payroll, income tax returns, Companies Office management, IRD communications, management reporting, and tax consulting/planning.
• Business Advisory Services Strategic advisory engagements for SME business owners covering business planning, cashflow forecasting, integrated forecasting, coaching, corporate governance, buying/selling a business, succession planning, estate planning, exit solutions, and organisational review.
• Trifecta Advisory Program A comprehensive structured advisory program blending strategic planning, financial forecasting, and business coaching into a long-term program designed for sustained business success for ambitious SME owners.
• Virtual CFO Advisory (VCFO) Embedded financial expert service providing CFO-level strategic oversight, cashflow management, budgeting, financial strategy, and process improvement on a flexible, ongoing basis without the overhead of a full-time hire.
• AI Business Planning Tool (Smarter Business Blueprint) AI-powered business planning tool that guides users through key business planning questions to generate a structured, professional business plan quickly. Available as a self-guided software product with 12 months access or as a workshop with team support, with optional Taskmaster integration for execution tracking.
• Agribusiness Services Specialised accounting and advisory services for farmers and agricultural businesses across NZ including farm accounting, tax planning, agribusiness advisory, succession planning, cashflow forecasting, budgeting, variance reporting, and benchmarking using farm-specific tools like Figured, Farm Focus, and Cashmanager.
• Strategic Outsourcing Expert financial management outsourcing service covering bookkeeping, VCFO-level oversight, and risk management delivered remotely, reducing the need for internal finance teams.
• Specialist Industry Services Differentiated specialist accounting and advisory services for niche industries including supermarkets, helicopter/aviation operations (with custom SMM reporting), and viticulture/winery operations.

Quantifiable outcome

• Wallace Diack +MORE developed a custom monthly SMM reporting system for a helicopter operator, transforming industry-standard annual reporting to monthly visibility, significantly improving decision-making and cashflow visibility.
• +2 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MGI WorldwidecoreStrategic or Co-development Partner+MORE Group is a member of MGI Worldwide, a top-20 international network of independent accounting and advisory firms. Membership provides access to global expertise, international best practices, cross-referrals for clients with overseas needs, and independent quality assessments. Dan Henderson serves as Chair of MGI Australasia, providing strategic leadership within the global network.
• XerocoreTechnology or Integration+MORE Group operates as a Xero Platinum Partner (the highest tier of Xero's partner programme) across all member offices. Xero is the primary cloud accounting platform used for client engagements. The partnership involves certified training, integration with add-ons (Figured, Hubdoc, Tradify, Farm Focus, Fathom), and co-marketing. Wallace Diack +MORE and Malloch McClean +MORE display Xero Platinum Partner logos prominently.
• Farm FocusTechnology or IntegrationFarm Focus is a farm financial management tool recommended by +MORE member firms (particularly Malloch McClean +MORE) for cashflow planning, budgeting, and reporting for agricultural operations.
• Regional Business Partners (NZ Government)minorGTM or Marketing PartnerMGI+MORE connects qualifying SME clients with New Zealand's Regional Business Partner programme, which co-funds business advisory and training engagements. MGI+MORE has worked with the RBP network to support clients like Rum & Que with year-on-year forecasting.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Baker Tilly NZ: A top-tier NZ chartered accountancy and business advisory network with similar SME focus, multi-office regional presence, and member-firm structure. Directly comparable in scale and customer segment to +MORE.
• BDO New Zealand: International accounting and advisory network operating in NZ with comparable SME advisory services, agribusiness expertise, and multi-office regional coverage. Closely aligned business model and customer base.
• Crowe NZ (formerly Crowe Horwath): NZ member of the Crowe Global accounting network providing accounting, tax, and advisory to SMEs and agribusiness clients with regional office presence - a comparable mid-tier peer.
• William Buck (New Zealand): Australian-origin chartered accountancy firm with NZ operations providing accounting, advisory, and agribusiness services to SMEs. Comparable in size, target segment, and advisory-led service mix.
• Moore Australia & NZ: International accounting network with strong NZ presence focused on SMEs, agribusiness, and owner-managed businesses; direct competitive overlap with +MORE's vertical and customer focus.
• Grant Thornton New Zealand: Mid-tier international accounting firm with NZ offices serving SMEs with advisory, tax, and agribusiness services. Comparable scale, structure, and customer profile.

Broad incumbents

• Deloitte New Zealand: Big Four firm with NZ operations spanning audit, tax, consulting, and advisory. While +MORE draws several leaders from Deloitte and peers, Deloitte serves enterprise and government at much larger scale - a broader incumbent in the same professional services space.
• KPMG New Zealand: Big Four firm operating across NZ with full-service audit, tax, and advisory. +MORE's Director Hansa Patel joined from KPMG; serves as a broader incumbent competing for senior advisory talent and large enterprise clients.

Others

• Xero: Primary cloud accounting platform on which +MORE builds its practice as a Xero Platinum Partner. While not a direct competitor, Xero's ecosystem economics, AI roadmap, and partner programme directly determine +MORE's service delivery economics.

Emerging players

• Hnry: NZ-based fintech providing automated accounting and tax services for contractors, freelancers, and SMEs. Represents an emerging AI-native competitive threat to traditional chartered accountancy revenue streams, particularly in the lower-SME segment +MORE serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/plusmore.co.nz

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 +MORE