What Simply Accounting does

Simply Accounting OÜ is a privately held Estonian accounting and financial advisory firm founded in 2009 and headquartered at Maakri 30, Tallinn. The firm provides a full-stack portfolio of professional services including bookkeeping and financial reporting (under IFRS and US GAAP), payroll processing, fractional CFO support, ERP implementation consulting, Tableau-based data analytics and dashboards, and project-based temporary accounting coverage. Service delivery is anchored on a broad multi-platform technology stack spanning Merit Aktiva and Merit Palk (provided free to clients), Directo, SmartAccounts, Xero, NetSuite, Odoo, Microsoft Dynamics 365/NAV, QuickBooks, Sage, and Tableau, with API integrations to Estonian e-invoicing operators Finbite, Fitek, and Telema.

The business model combines recurring subscription-style monthly retainers (fixed monthly packages for SMEs, custom monthly pricing for larger clients) with discrete professional-services fees for ERP implementation, project-based coverage, and annual financial statement preparation. Pricing is anchored as at least 25% below the cost of a full-time in-house accountant, with a startup entry tier offering free monthly service and annual reports starting from 60 EUR. Go-to-market is sales-led and direct: a consultative, B2B motion targeting Estonian and international businesses through website forms, phone, email, and free initial consultation, supplemented by a content-driven SEO and blog presence covering tax updates, ERP selection, and AI in accounting.

The firm serves 200+ clients ranging from startups to international listed companies across four continents. Visible customer logos span technology (Starship Technologies, Pactum, Smaily, Skyselect), listed food/agriculture (PRFoods), fashion/retail (Cellbes, Tahe, Consortio Fashion Group), business services (Regroup, A&A Lingua), and policy (Eesti 200). The company is founder/owner-operated under CEO Kristi Raudsepp, with no institutional investors, parent company, acquisitions, or funding rounds identified.

Name

Simply Accounting

Legal name

Simply Accounting OÜ

Website

https://simply.ee

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Simply Accounting OÜ is an Estonian accounting and financial advisory firm founded in 2009, offering bookkeeping, payroll, fractional CFO, ERP implementation, and Tableau-based data analytics to 200+ clients ranging from startups to listed companies across four continents.

Ownership category

akta.pro rank

Product category

Accounting and Financial Advisory Services

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Finance Services (6199), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Accounting & Bookkeeping Services (BPAHABAC)

akta.pro secondary industry

Accounts Receivable (Invoicing, Cash Application, Deductions) (BPAAAGAB)

Keywords

• Accounting services
• Payroll processing
• Financial advisory
• ERP implementation
• Bookkeeping services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accounting/Bookkeeping Services: Monthly accounting services including transaction processing, financial reporting, tax compliance. Priced at fixed monthly rate for smaller businesses, customized pricing for larger clients. Stated to be at least 25% cheaper than hiring a full-time accountant.
2. Payroll Services: Payroll processing including salary calculation, tax withholding, pension declarations, TSD declarations, employee registration in TÖR registry. Includes free Merit Palk software.
3. Financial Controller/CFO Services: Part-time or fractional CFO services including budget preparation, cash flow management, financial reporting, and strategic decisions support.
4. ERP Implementation Consulting: Implementation and consulting services for ERP systems including needs assessment, system selection, implementation management, and training.
5. Data and Analytics Services: Financial analytics, forecasting models, management dashboards using Tableau, custom KPIs for executives and investors.
6. Project-based Accounting Support: Temporary accounting support for employee sick leave, parental leave, or special projects. Charged as needed.
7. Annual Financial Statements: Annual report preparation and submission to Business Register. Starting from 60 EUR per year for startups.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Simply Accounting is a full-service accounting and financial advisory firm providing outsourced bookkeeping, payroll processing, fractional CFO support, data analytics, and ERP implementation services to businesses ranging from startups to international listed companies. Services are delivered using cloud accounting platforms (Merit Aktiva, Merit Palk, Xero, QuickBooks) and supported by automated, paperless workflows with bank and system integrations. The firm operates as a B2B professional services company serving Estonian and international clients across four continents.

Product overview

Simply Accounting is a full-service accounting and financial advisory firm offering an integrated portfolio of professional services. The core offering consists of comprehensive accounting/bookkeeping services (supporting IFRS and US GAAP standards), payroll processing with Merit Palk software, fractional CFO services, and data analytics using Tableau. The firm also provides specialized ERP implementation consulting (Microsoft Dynamics, Odoo, NetSuite, Directo) and temporary project-based accounting support. Services are designed to scale from startups to large corporations, with cloud-based software integrations (Merit Aktiva, QuickBooks, Xero) provided free to clients. The integrated approach combines bookkeeping, financial management, and advisory services to provide complete financial oversight.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting Services (Raamatupidamine) Comprehensive outsourced accounting for businesses of all sizes (startups to large corporations), including daily bookkeeping, financial and tax reporting under IFRS and US GAAP, accounts payable/receivable management, general ledger accounting, and preparation and submission of annual reports to the Estonian Business Register. Cloud-based Merit Aktiva software is provided free to clients.
• Payroll Services (Palgaarvestus) End-to-end payroll processing including salary, bonus, vacation, sick leave, and severance calculations; tax withholdings; pension declarations; TSD declarations; and TÖR employee registration. Free Merit Palk software is included with the service.
• CFO Services (Finantsjuhi teenus) Fractional/part-time CFO support delivering strategic financial management including cash flow forecasting, budgeting, profitability analysis, financial risk assessment, and management reporting for growing companies that need strategic guidance without a full-time hire.
• ERP Implementation (ERP juurutamine) ERP system implementation consulting covering needs assessment, system selection, deployment management, testing, and reporting setup. Delivered with hands-on experience across Microsoft Dynamics NAV, Odoo, NetSuite, Directo, and other ERP platforms for Estonian and international clients.
• Data & Analytics (Data ja analüütika) Financial analytics and data visualization using Tableau, delivering management reporting, financial modeling and forecasting, KPI dashboards, and data-driven decision support that combines accounting data with business intelligence tools.
• Project-based Accounting Support (Projektipõhine raamatupidaja) Temporary or project-based accountant staffing to cover parental leave, sick leave replacements, ERP implementation support, or temporary workload increases, providing flexible capacity without long-term commitments.

Quantifiable outcome

• Service costs at least 25% less than hiring a full-time accountant
• +2 more outcomes

Named customers13 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

Integration15 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Merit AktivacoreTechnology or IntegrationPreferred cloud accounting software platform provided free to clients. Used for invoice creation and accounting management. Includes secure data storage, automatic backups, and access control.
• Merit PalkcoreTechnology or IntegrationProfessional payroll software used for client payroll processing, provided free with payroll services.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bench: Outsourced bookkeeping platform for small businesses combining human accountants with proprietary software. Comparable recurring service model targeting the SME segment Simply serves, and a direct threat as it expands internationally.
• Pilot: US-based outsourced bookkeeping, accounting, and CFO services firm focused on startups and high-growth businesses. Closely comparable business model — recurring monthly fees, layered services, technology-enabled delivery — though operating at far greater scale internationally.
• 1Office: Estonian B2B bookkeeping and accounting outsourcing firm serving SMEs and startups with comparable monthly subscription packages, payroll, and cloud-accounting integrations. Most direct head-to-head competitor in Simply's home market.

Emerging players

• Botkeeper: AI-driven bookkeeping service combining machine learning with human accountants for SMEs and accounting firms. Represents the automation-led disruption to traditional bookkeeping and is comparable as an alternative model rather than a direct competitor.

Broad incumbents

• RSM Baltic: Mid-tier international accounting network operating across the Baltics, providing accounting outsourcing, tax, and CFO services to SMEs and mid-market companies. Comparable in size band and target customer profile to Simply's larger-client engagements.
• BDO Eesti: Estonian member firm of global BDO network providing audit, tax, accounting, and advisory services. Comparable in offering IFRS reporting, payroll, and outsourced finance but competes at the larger-enterprise tier alongside Big-4 equivalents.
• EY Estonia: Estonian member firm of EY offering accounting, tax, payroll, and advisory services with strong cross-border group capability. Comparable on IFRS and multi-currency work for international subsidiaries, but competes primarily at the upper end of Simply's market.
• PwC Estonia: Estonian member firm of PwC delivering audit, accounting, payroll, and consulting. Comparable on full-service finance outsourcing for large and listed entities, including ESG/IFRS advisory that Simply also offers.
• KPMG Estonia: Estonian member firm of KPMG providing audit, tax, and advisory including outsourced accounting and CFO support. Overlaps with Simply on IFRS and large/public-company engagements but operates at significantly larger scale and brand recognition.

Others

• Finbite: Estonian e-invoicing and AP automation platform already integrated with Simply's workflow. Adjacent rather than competing — a technology partner/ecosystem participant whose automation trajectory shapes demand for traditional bookkeeping services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Simply Accounting