Overview
Kounted, a privately held company based in Abu Dhabi, UAE, specializes in providing comprehensive accounting and finance function services for small and medium-sized businesses. It aims to deliver value through real-time accounting by leveraging cloud-based software, ensuring cost-effectiveness. Its service offerings include bookkeeping, financial reporting, VAT advisory, payroll, CFO/business advisory, procurement management, pricing, and system support.
Services and Value Proposition
Kounted offers a suite of services focused on:
- Real-time bookkeeping, which ensures daily financial reporting and eliminates delays until month-end.
- VAT advisory and filing services provided by qualified accountants and specialists.
- Deployment of the latest cloud-based systems to maintain cost-effectiveness.
- A strong focus on proactive communication and commercial acumen.
The company's culture is built around continuous improvement, root cause analysis, and delivering tailored services geared towards straightforward business success without over-engineering.
Industry and Market Position
Operating within the accounting industry, Kounted distinguishes itself by catering specifically to small and medium-sized enterprises. Its delivery model emphasizes transparency and efficiency, fostering sustainable financial health for these clients.
Company Structure and Leadership
Headquartered in Abu Dhabi, Kounted's operational team focuses on offering tech-driven solutions across accounting, HR, and corporate support. Led by Murray Baker, the Managing Director who brings experience from roles such as in Etihad Airways, Kounted has 11-50 employees dedicated to providing personalized accounting services paired with strategic financial advice. This dynamic workforce underpins a culture of professional engagement and client-focused service.
Key Personnel and Employee Structure
Key members of the team include:
- Anna Heystek: Entrepreneur, Investor, and Consultant.
- Alan O'Donnell: Managing Director at PURE Capital Partners.
- Zoe Doherty: Finance Controller.
These personnel contribute significantly to Kounted’s mission of aligning accounting processes with client needs and industry standards through their roles in finance and strategy.
Strategic Alliances and Network
Kounted leverages a strategic market position with a robust client base established through strong alliances and networking. The firm actively engages with a broader business community via professional platforms like LinkedIn.
Competitor Profiling
In the competitive landscape of fraud prevention, Kounted has various notable competitors:
1. SEON
- Founded: 2015
- Headquarters: London, UK
- Core Features: Digital Profiling, Whitebox AI Transaction Monitoring, Machine Learning Insights.
- Competitive Edge: Comprehensive fraud prevention with advanced data enrichment and a strong AI-driven rules engine.
2. Sift
- Founded: 2011
- Headquarters: San Francisco, CA, USA
- Core Features: IP, Email, and Phone Analysis; Biometric Authentication.
- Competitive Edge: Robust Digital Trust & Safety Suite utilizing AI and machine learning for Payment Protection and Account Defense.
3. ThreatMetrix (LexisNexis)
- Founded: 2005
- Headquarters: San Jose, CA, USA
- Industry Focus: Financial Services, E-commerce.
- Competitive Edge: Combines real-time digital identity data with behavior analytics, through its Digital Identity Network.
4. Emailage (LexisNexis)
- Founded: 2012
- Headquarters: Phoenix, AZ, USA
- Competitive Edge: Specializes in email intelligence and seamless risk assessment for fraud detection.
5. Nethone
- Founded: 2016
- Headquarters: Warsaw, Poland
- Core Features: User Profiling, Device and Behavioral Analytics.
- Competitive Edge: Features a Know Your Users platform that assesses user risk based on behavioral and transactional data.
Though Kounted itself is not frequently cited among these major fraud prevention competitors, its business structure and unique offerings could provide strategic avenues for differentiation in fraud prevention.
