Profit First Professionals Australia And New Zealand

What Profit First Professionals Australia And New Zealand does

Profit First Professionals Australia and New Zealand (PFP ANZ) is a private certification and membership organization that trains and supports accountants, bookkeepers, and business coaches in the Profit First money management methodology developed by Mike Michalowicz. The organization, owned by Leadership and Training Pty Ltd and registered in Victoria, Australia, operates across Australia and New Zealand, certifying professionals who then serve small business clients seeking to improve cash flow and profitability. Its core product is a structured certification program that requires members to implement the methodology in their own business plus two client businesses, followed by annual recertification.

The underlying technology is a methodology rather than software: the Profit First system reorders the traditional profit equation from Sales − Expenses = Profit to Sales − Profit = Expenses, using multiple dedicated bank accounts (allocation buckets for profit, taxes, owner's pay, and operating expenses) to enforce financial discipline. PFP ANZ complements the methodology with proprietary educational and community assets including Profit University (an online training platform), The Profit First Podcast ANZ, on-demand masterclasses, a DIY Profit First 101 course, free tools such as an Instant Assessment and a Prepare for Profit First guide, and published books. The company integrates with third-party platforms—Thriday for multi-account allocation software, Airwallex for financial infrastructure, and Bizink for marketing automation—to operationalize the methodology in member practices.

PFP ANZ's revenue derives primarily from multi-year certification and membership subscriptions (pricing undisclosed), supplemented by one-time revenue streams: annual ProfitCon conference tickets (ProfitCon 2024 in Geelong, with ProfitCon 2026 announced), book sales (the original Profit First book by Mike Michalowicz and "Profit First for Tradies" by Katie Crismale-Marshall), and ancillary courses. The go-to-market is community-led: certified PFPs attract their own clients and refer business within the network, while the organization drives new member acquisition through segmented webinars (for accountants, bookkeepers, and coaches), podcast content, free-chapter lead magnets, and a public PFP directory that matches end-business owners with certified professionals.

Name

Profit First Professionals Australia And New Zealand

Legal name

Leadership and Training Pty Ltd

Website

https://profitfirstaustralia.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Profit First Professionals Australia and New Zealand certifies and supports accountants, bookkeepers, and business coaches in Mike Michalowicz's Profit First cash management methodology, enabling them to help small business owners across Australia and New Zealand achieve sustainable profitability.

Ownership category

akta.pro rank

Product category

Professional Certification and Financial Advisory Training

akta.pro primary industry

Finance, Accounting & Risk (CFA/CPA/FRM) Certifications (EDAAANAD)

akta.pro secondary industries

Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE) (EDAAALAJ), Small Business & Self-Employment Personal Finance (Income, Expenses, Cash Reserves) (EDAAAJAL)

Keywords

• Cash management methodology
• Professional certification programs
• Financial advisory training
• Small business coaching
• Money management training

Headquarters

HQ city

Port Macquarie

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. PFP Membership and Certification: Revenue generated from certifying and maintaining membership of accountants, bookkeepers, coaches, and other business/finance professionals in the Profit First methodology. Includes training, resources, directory listing, community access, and ongoing support.
2. Events and Conferences: Revenue from ProfitCon annual conference tickets, webinars, and member events. March 2024 member bonuses referenced saving up to $650 on ProfitCon 2024 tickets.
3. Books and Educational Resources: Sale of the Profit First book (by Mike Michalowicz) and related guides and courses including Profit First 101 (valued at $297).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Profit First Professionals Australia & New Zealand (PFP ANZ) certifies accountants, bookkeepers, and business coaches in Mike Michalowicz's Profit First money management methodology through a multi-year membership program. The organization provides step-by-step training, Profit University access, sales and marketing templates, certification, monthly national calls, and a public directory listing that matches certified professionals with small business owners. Revenue is generated from certification membership fees, online courses, books, and the annual ProfitCon conference.

Product overview

Profit First Professionals Australia & New Zealand is a certification and membership organization that operates as a single, unified offering—the Profit First methodology and certification program. The core product is a training and certification program for business and finance professionals (accountants, bookkeepers, coaches, consultants) who want to implement the Profit First money management methodology with their clients. The organization offers the Profit First methodology as a service, supported by ancillary products including Profit University® (online training platform), Profit First 101 DIY course, On-Demand Masterclasses, The Profit First Podcast (hosted by Katie Crismale Marshall), the Profit First book by Mike Michalowicz, Katie Crismale Marshall's book "Profit First for Tradies," a Certified PFP Directory, sales and marketing templates, and the annual ProfitCon conference. Free resources include an Instant Assessment tool and the Prepare for Profit First guide. Members receive step-by-step training, access to Profit University®, directory listing, marketing templates, and ongoing community support, with annual recertification required.

Differentiator

Problem solved

Functional benefit

Products and services

• PFP Certification Program / Membership A multi-year certification and membership program that trains accountants, bookkeepers, and business coaches in the Profit First money management methodology. Includes step-by-step training, Profit University access, sales and marketing templates, certification exam, monthly national calls, open office sessions, an assigned Profit First Guide, public directory listing, qualified leads, and annual recertification.
• Profit First Book by Mike Michalowicz The foundational paperback book by Mike Michalowicz that outlines the Profit First money management methodology, teaching the formula Sales - Profit = Expenses instead of the traditional Sales - Expenses = Profit. Available as a one-time purchase.
• Profit First 101 DIY Course A do-it-yourself online course teaching the fundamentals of the Profit First methodology for business owners. Valued at $297 as a one-time purchase, with free access included as a bonus for new members joining in March 2024.
• On-Demand Masterclasses A collection of pre-recorded training sessions covering The Power of Profit First, Stepping into Advisory, Transforming Your Business, Outsourcing 101, How To Increase Your Prices, and The Journey To Becoming An Advisor. Targeted at members and prospective members seeking to transition into advisory roles.
• ProfitCon Annual Conference An annual conference event for Profit First Professionals featuring training, networking, guest speakers, and member retreats. Members receive ticket discounts (up to $650 referenced for ProfitCon 2024).
• The Profit First Podcast Australia and New Zealand A podcast hosted by Katie Crismale-Marshall offering short, practical episodes with simple strategies for business owners to take control of cash flow. Available on Apple Podcasts, Amazon Music, Spotify, YouTube, and iHeartRadio.
• Profit First for Tradies Book by Katie Crismale-Marshall A book authored by Katie Crismale-Marshall specifically applying the Profit First methodology to tradies and small business owners.

Quantifiable outcome

• Profit margin increase from 57% to 86% in 1 year (individual case study)
• +2 more outcomes

Named customers6 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and supporting.

• Pure BookkeepingcoreStrategic or Co-development PartnerPure Bookkeeping is a strategic partner that works with Profit First Professionals who are also Pure Bookkeeping licensees. The partnership delivers co-hosted panel interviews and educational content for the bookkeeping industry. Both organizations support licensees/members in achieving their business goals through complementary methodologies.
• Business BlueprintsupportingGTM or Marketing PartnerBusiness Blueprint is a partner whose logo appears in the partners section, suggesting a marketing or referral relationship with Profit First Professionals Australia & New Zealand.
• AirwallexsupportingTechnology or IntegrationAirwallex is a financial infrastructure platform partner whose logo appears in the partners section, suggesting a technology or integration partnership.
• ThridaycoreTechnology or IntegrationThriday is an Australian financial management software that integrates with Profit First methodology. Thriday's Profit First Allocation feature enables businesses to easily implement the methodology by creating up to 9 transaction accounts. The partnership provides recommended bank account structure for PFP clients. Thriday appears in both the partners section and is recommended in articles.
• BizinksupportingGTM or Marketing PartnerBizink is a marketing support partner for Profit First Professionals. Bizink helps PFPs with website design, marketing automation, newsletters, blogs, and targeted emails. The partnership provides technology and marketing resources to help PFPs build professional, value-driven accounting businesses.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Thriday: Australian financial management software with a native Profit First allocation feature that integrates directly with the methodology. Represents the emerging software-embedded path to delivering the same cash management benefits without human advisory.

Others

• Airwallex: Financial infrastructure platform partnered with Profit First Professionals ANZ, providing banking, payments, and FX rails to SMBs. Comparable ecosystem participant rather than direct competitor, but relevant because it powers the bank account structure that the Profit First methodology requires.

Broad incumbents

• QuickBooks (Intuit): Global cloud accounting platform with meaningful Australian/NZ SMB penetration and increasingly embedded cash flow and advisory features. Represents large-scale competitive pressure from incumbent accounting software ecosystems.
• Xero: Leading cloud accounting platform in Australia and New Zealand used by the same accountants, bookkeepers, and SMBs the company targets. A broad incumbent whose platform could either complement or compete with Profit First implementation services.
• MYOB: Long-established Australian accounting and payroll software provider serving SMBs and the accountants/bookkeepers who advise them. Comparable end-customer base, with a broader product portfolio that could subsume advisory-style services.

Direct peers

• The E-Myth Worldwide: Michael Gerber's established business methodology and coaching organization built around systems-based small business transformation. Operates a similar certified-coach network model targeting SMBs with proprietary business methodologies.
• Profit First Professionals (US/Global): The global parent certified professional network for Mike Michalowicz's Profit First methodology. Operates the same certification and membership model internationally and shares the methodology and brand; this ANZ entity is essentially the regional licensee/sister operation.
• ActionCOACH: Global business coaching franchise with strong Australian presence that trains and certifies business coaches to serve SMBs. Comparable business model of certifying professionals in a proprietary methodology and monetizing through membership, training, and events.
• Business Blueprint: Australian business education and coaching organization for SMB owners and the professionals who serve them. Listed as a partner of Profit First Professionals ANZ, with overlapping audience and methodology-based education model.
• Pure Bookkeeping: Australian bookkeeping franchise and licensing network that works with Profit First Professionals who are also Pure Bookkeeping licensees. Targets the same accountant/bookkeeper professional segment with a complementary franchise model and methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGh889iRtnzqDh8RVPY7YCw
• Facebookfacebook.com/profitfirstanz
• LinkedInlinkedin.com/company/profitfirstanz
• Instagraminstagram.com/profitfirstanz

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 Profit First Professionals Australia And New Zealand