We Started With a Simple Question
Why was it so difficult to compare companies objectively without wading through pages of marketing speak and promotional material?
How We Got Here
Seven years of learning, building, and adapting to what Australian businesses actually need
Started in a Shared Office
Two analysts fed up with biased financial reporting decided to create something different. We spent six months building our first comparison framework with nothing but spreadsheets and determination.
Survived the Chaos
When markets went haywire, our client base tripled. Businesses needed clear, unbiased analysis more than ever. We hired our first full-time researcher and moved into proper office space.
Built Real Tools
After hundreds of client conversations, we realized people didn't just want reports—they wanted frameworks they could use themselves. We spent eighteen months developing our comparison methodology that anyone could apply.
Focused on What Matters
We're smaller than some competitors and that's by design. Our team handles about forty companies at a time, which means we actually understand the businesses we analyze instead of churning out surface-level summaries.
Who Does the Work
Our team brings decades of combined experience from investment banking, corporate finance, and business consulting across Australian markets
Sienna Paget
Lead Financial Analyst
Spent twelve years at Macquarie before deciding corporate banking wasn't for her. Now she runs our comparative analysis framework and teaches clients how to interpret financial statements without falling asleep.
Bronwyn Fitzwilliam
Chief Research Officer
Built valuation models for private equity firms until she got tired of only serving institutional clients. She handles our methodology development and makes sure we're actually measuring things that matter to real businesses.
How We Actually Work
Most financial analysis firms try to cover everything. We don't. Instead, we focus on Australian companies in sectors where we have genuine expertise—technology, professional services, manufacturing, and retail.
Our analysts spend about two weeks on each company comparison. That includes financial modeling, industry context research, and conversations with people who actually work in those sectors. We publish when the analysis is ready, not when a deadline says so.
What We Care About
These aren't poster statements—they're how we make decisions when things get complicated
No Promotional Bias
We don't accept advertising from companies we analyze. Ever. If someone's paying us to write about them, you won't see it on our platform. Our revenue comes from subscription access, which means we work for readers, not subjects.
Show the Math
Every comparison includes our methodology and data sources. If you disagree with our conclusions, you can check our work and form your own opinion. Financial analysis shouldn't be a black box where you just trust someone's verdict.
Useful Over Comprehensive
We'd rather publish forty thorough analyses than two hundred superficial summaries. Our clients tell us they appreciate depth more than breadth. If we can't add genuine insight beyond what's in an annual report, we don't publish it.
