Your finance function,
fully handled.
Chartered Accountants run your full finance function end to end, with software and AI automating the heavy lifting behind the scenes. We source the receipts, bank statements and documents ourselves. We don't outsource our work to you. We just take care of it.
Operating engine
AI extraction · match scoring
Reads documents · scores bank matches
Accountant review
Exceptions approved by an accountant
Posted to your accounting tools (Zoho Books, QuickBooks, Xero, etc.)
Programmatic posting, reconciliation, and audit trail
VAT & reports ready
Books current · filings prepared
AI proposes. An experienced finance leader approves.
- Qualified-accountant sign-off
- Books always current
- Same-day answers
- Built for UAE SMEs
The model
Three layers. One accounting operating system.
Most firms add software around the edges. Counted combines accounting judgment, API automation, and AI extraction into one workflow.
Accounting
The Ledger
Controller-grade books, UAE VAT, Corporate Tax, and management accounts.
Software
The Engine
API-first posting, reconciliation, document capture, and audit trails across your accounting stack.
AI
The Intelligence Layer
AI reads documents, proposes matches, learns your vendors, and routes exceptions for review.
AI proposes. An experienced finance leader approves. Automation handles the volume; judgment handles the decisions.
The problem
Accounting wastes founder time
Document chasing never ends
Founders keep being asked for statements, bills, receipts, and explanations. The work quietly lands back on you.
Month-end visibility arrives too late
Books are only useful if they stay current during the month, not weeks after. By then the decisions are already made.
Tax treatment is too easy to get wrong
VAT and Corporate Tax need evidence, judgment, and defensible records, not best-guess categorisations at filing time.
How it works
Connect once. Review only the exceptions.
Near-zero client admin once connected. Counted asks only when the data cannot decide.
Connect your accounting system
We plug into your accounting tools, such as Zoho Books, QuickBooks, or Xero via secure APIs. No manual vendor-UI work.
Connect your bank and inbox
Bank feeds, email, WhatsApp, and cloud storage flow into one place automatically.
Counted prepares the books
We extract fields, catch duplicates, categorise, and prepare posting actions.
Your finance lead signs off
A qualified accountant reviews exceptions and signs off before anything reaches you.
Works across the tools UAE SMEs already use: your accounting tools, such as Zoho Books, QuickBooks, or Xero, bank feeds, email inboxes, WhatsApp, and cloud storage.
Under the hood
The operating engine behind the service.
Counted is not an accounting tool with a chatbot. It is an accounting workflow engine built around evidence, automation, and accountant approval.
No vendor-UI reconciliation
We prepare matches, posting actions, and reconciliation workflows through APIs so accountants are not clicking line-by-line inside your accounting tools, such as Zoho Books, QuickBooks, or Xero.
Document capture before chasing
We pull bills and receipts from inboxes and accepted channels before asking founders to upload anything.
AI that transcribes, not invents
Unreadable invoice numbers, VAT amounts, TRNs, or dates are flagged for review instead of guessed.
Client-specific categorisation
Recurring vendors and historical patterns are learned per client, not shared blindly across companies.
UAE VAT logic in rules
5% input VAT is claimed only when the tax invoice is on file, supplier TRN is shown, VAT is stated, and the invoice is addressed to the client. Otherwise it is treated as out of scope, not exempt.
Professional judgement, not just automation
Every transaction is reviewed by a qualified accountant before it is posted. Where numbers tell part of the story, we ask the question the software won't, and flag what your reporting should actually be showing you.
AI proposes. An experienced finance leader approves. Every automated action is logged in a full audit trail.
27 days
median SME cash buffer
JPMorgan Chase Institute
82%
of business failures linked to poor cash flow management
SCORE
33%
of SME loan applications are declined
Federal Reserve, 2026
+20%
higher valuations with financial leadership
Egon Zehnder, 2024
When it matters most
The businesses that win don't just have better products. They have better numbers.
Two UAE businesses. Same revenue. Same margins. Same sector. One sells at 4x. The other commands 7x. The difference is not what they built, it is how their books were prepared before the buyer walked in.
Raise at better terms
Don't let your financials contradict your deck. When your numbers back the story you've already pitched, diligence accelerates instead of stalling. We make sure they do.
Secure better banking
Don't let financial diligence undermine your business plan. Your books should confirm what you told the bank — so the facility moves forward instead of unravelling under scrutiny.
Exit at a higher multiple
Don't let messy books cast doubt on your growth story. Clean, defensible financials let a buyer trust the narrative and pay for it. We build the record before the conversation starts.
When serious people look at your finances, they should see a serious business.
That's what we build for every client.
The smart middle
Counted vs the alternatives.
Cheap now. Expensive later.
- Built to process volume on the cheap. One overstretched junior across hundreds of clients.
- You're a number in a queue, with no senior review or proactive advice.
- Cash-basis books that don't tie and don't reflect reality
- VAT dumped as "out of scope", costing you lost reclaim and FTA risk
- Drawn-out, painful audits, because nothing is documented or reconciled.
- Reporting too thin for funding. It won't stand up to a bank, a VC or a family office.
CountedA full finance team, on subscription
- Experienced finance leaders sign off every close, not junior accountants
- We proactively source your receipts, bank statements and entries
- Claims every dirham of VAT and stays ahead of your Corporate Tax
- Chases your invoices, refunds and suppliers for you
- Accrual-basis, investor- & bank-ready books that survive diligence
- Always on call, with same-day answers on secure purpose-built systems
Plus visa, gratuity & leave
- An outdated model for finance and accounting
- Vibe-coded automations that burn AI tokens, with runaway, uncontrolled costs
- At best, pastes your financials into public ChatGPT
- Your data leaks into tools you don't control
- One person, one skill level, and you manage them
The AED 500 books have a hidden price. It just arrives later.
Then you try to raise, borrow against, or sell the business, and your numbers are put in front of people who know what good looks like.
Cash-basis accounts won't support a facility. Declined, repriced, or sent back for a rebuild.
Cheaply-built numbers signal an amateur operation. You're not taken seriously in diligence.
A rushed restatement under deadline. Costs, delays, and a lower valuation than your business deserved.
PRICING
Pricing built around your business.
Complete is priced by your transaction volume. Full Finance is by application.
COMPLETE
Every number, handled.
per month · annual
- Full bookkeeping and reconciliation
- AI document capture (bank feeds, email, WhatsApp)
- Monthly P&L, cash flow, and balance sheet
- Management accounts
- Experienced accountant sign-off on every entry
- Next working day response
FULL FINANCE
Your financial controller. Without the salary.
Everything in Complete, plus a dedicated senior finance leader embedded in your business.
- Weekly financial pulse via WhatsApp and email
- Dedicated senior finance lead, proactive not reactive
- Quarterly investor and board pack, written and ready
- Rolling 12-month cash forecast, updated with actuals
- On-call before investor, bank, or partner meetings
- Dedicated account manager and periodic calls
ON US WHEN YOU JOIN
Limited to a small number of clients per partner.
Your finance function
Everything a finance function should do. Built into one subscription.
This is what Counted covers across every client, every month. Tax, compliance, and strategic services add on when you need them.
Books that close on time, every month
Controller-grade accounting and reconciliation, closed on time every month. Signed off by an experienced accountant before anything reaches you.
VAT filed correctly, every quarter
Prepared, reviewed, and submitted. Every dirham of input tax claimed where it is due.
Corporate Tax, handled
Registration, filing, and defensible records. We stay current on FTA guidance so you don't have to.
Management accounts that mean something
Monthly P&L, cash flow, and balance sheet in plain English, not a spreadsheet you have to decode.
Reporting that survives diligence
Accrual-basis, investor- and bank-ready. Whether it is a facility, a round, or a sale, your numbers will hold up.
Fundraising support
Financial models, investor narratives, and data room prep. We build the story behind your numbers.
Independent business valuations
Private, defensible valuations for sale, funding, or shareholder discussions.
Finance questions, answered fast
Ask anything on a secure system. No forwarding your books to a public chatbot.
Ready to go further?
Full Finance gives you everything above, plus a senior finance leader who is actively running your numbers. Chasing receivables and negotiating payables. Preparing you for fundraising. Opening doors. Telling you things before you think to ask.
From AED 4,999/mo · Limited availability
The team
Built by the people doing the work.
A financial controller and an AI engineer. The two disciplines that make Counted possible, in one firm. (They also happen to be brothers-in-law).
Ted Sherrington-Boyd
Co-founder, Accounting
Seven years building finance functions across the UAE and wider Middle East. Former Group Financial Controller at Holo, reporting to sovereign wealth funds and navigating SAMA-regulated environments. Has built finance teams from scratch across fintech, aviation, real estate and e-commerce. At Counted, Ted owns every client relationship and every sign-off.
Accounting & Finance
Kevin O'Brien
Co-founder, Tech
Tech and AI leader shaped by three of the region's biggest tech names: Lead Data Scientist at Careem, ML Engineering Manager at Lean Technologies and Head of AI at Holo. At Counted, Kevin builds the engine (bank feeds, document capture and the automations behind zero-touch accounting).
AI & Software EngineeringTax & Compliance
Tax & compliance, when you need it.
Available to all clients. Most of these are one-time: registration, relief elections, voluntary disclosures. Filing recurs quarterly or annually, but we handle it without disrupting your monthly service. Priced per service, not per month.
One-time setup
- VAT registrationAED 999
- VAT deregistrationAED 949
- Corporate Tax registrationAED 1,249
- Corporate Tax deregistrationAED 799
- Small Business Relief election & reviewAED 1,499
- Free Zone Qualifying Income (QFZP) assessmentFrom AED 4,999
- Voluntary disclosure & penalty reconsiderationFrom AED 1,999
Quarterly / Annual filings
- VAT return filingAED 949 per return
- Corporate Tax return filingFrom AED 1,499
- DIFC filingFrom AED 1,499
- ADGM filingFrom AED 1,499
- Tax relief reviewFrom AED 2,999
Add-ons
- Audit supportFrom AED 2,499
- Additional entitiesCustom quote
Who we work with
Built for UAE and GCC businesses that are serious about their numbers.
We work best with businesses where clean books, defensible financials, and sharp cash flow visibility actually move the needle. If that sounds like you, we should talk.
FAQ
Questions, answered.
Contact
Let's get your numbers handled.
Tell us a little about your business and we'll get back to you within one business day.