Equali is a UK-based provider of reconciliation and accounting automation software for payments, fintech and eCommerce businesses.

Who are Equali's investors?

Equali's investors include Techstars.

Where is Equali headquartered?

Equali is headquartered in London, GB.

Equali

Techstars '24

London, GB · 7 employees on LinkedIn · 1 known investors

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Equali provides reconciliation and accounting infrastructure for financial operations at scale. The company was built by payments and finance experts to handle the complexity of reconciliation and accounting processes.

E-commerce Enterprise Software Fintech SaaS

Investors · 1

Techstarslisted by TechstarsBoulder · $220K

How we know: the Techstars portfolio · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us

Company profile

researched Sep 2026

Equali offers a reconciliation and accounting layer for payments and commerce, positioning its platform as an auditable single source of truth in which every transaction is matched, categorised and recorded automatically. The product follows a four-stage workflow: connecting sales channels, payment providers and accounting systems; automatically reconciling payments, orders and settlements in real time; reviewing exceptions through discrepancy detection and approval workflows with commentary and supporting documentation; and closing the period by posting categorised journal entries directly into the customer's accounting system.

Core capabilities described on the company's site include automated three-way matching across order, gateway and bank-payout records, exception triage with root-cause attribution and assignment to named reviewers (including Slack alerts), settlement and payment reconciliation, multi-currency and multi-entity support, tax item mapping, revenue sub-ledger categorisation for journal posting, dashboards and scheduled or ad-hoc reporting, and accountant access logins. Equali states that its platform is built to meet CASS 15 safeguarding rules and auditor standards, supporting daily internal and external reconciliation, discrepancy flagging with cause, and reporting and shortfall alerting, with line-item audit trails and auditor workpaper export.

Business model

Equali sells software on a subscription basis, with self-serve plans offered alongside implementation support and demos for larger customers. Published FreeAgent-channel pricing tiers are Lite (£15/month, £12/month annual), Pro (£30/month, £24/month annual) and Premium (£75/month, £60/month annual), excluding VAT/sales tax, with tiers priced by monthly order and payment volume and differentiated by number of stores, history loaded at setup, number of integrations, reconciliation and reporting features, and support channels. A 14-day free trial is offered on self-serve plans, and FreeAgent customers receive a 20% partner discount.

Recurring monthly or annual subscription fees tiered by transaction volume, number of stores and integrations, and feature set.

Traction

The company reports more than £100m reconciled and a 95%+ reduction in manual effort. A published customer story features Wouter van Haaften, CFO of payments company Sunday, who states Sunday has used Equali for over a year for reconciliation, cash-in-transit visibility and fee reconciliation across transactions processed for restaurants.

▸Full profile — market position, technology, go-to-market, geography

Market position

Equali describes itself as a UK-based technology provider of reconciliation and accounting automation for fintech and eCommerce, serving customers from SMBs to multinationals and citing over £100m reconciled, CASS 15 readiness and more than 95% reduction in manual effort.

The company emphasises implementation without development work, real-time discrepancy detection with root-cause attribution rather than month-end discovery, zero-touch journal posting when payouts land, unbroken transaction lineage from sales channel through PSP and bank payout to the accounting ledger, and CASS 15 safeguarding-ready daily reconciliation and shortfall alerting.

Technology

The platform ingests data from eCommerce platforms, payment service providers, banks and accounting systems and runs an automated match engine that reconciles orders, gateway transactions, fees, refunds, chargebacks and bank payouts, then generates balanced double-entry journal entries posted back to the ledger. Data is refreshed via API approximately every 15 minutes where available. Supported ingestion methods include REST API and webhooks with automated retries, automated daily SFTP folder synchronisation, direct Open Banking and corporate treasury feeds, and manual CSV/TSV batch uploads; enterprise ingestion covers custom flat files, ISO 20022 XML and MT940/CAMT.053 bank statement formats. The integrations directory lists connectors across eCommerce and marketplaces (Shopify, Amazon, eBay, Etsy), payment gateways and PSPs (Stripe, PayPal, Adyen, Klarna, GoCardless), accounting and ERP systems (Xero, FreeAgent, QuickBooks Online, Oracle NetSuite) and banking and custody providers (Barclays, HSBC, ClearBank, Revolut Business).

Go-to-market

Equali uses a self-serve motion with a 14-day free trial and online sign-up alongside a sales-assisted motion with demo bookings hosted from London and direct contact via email. It also distributes through partner channels and app marketplaces, including a Shopify App Store listing, an Amazon Selling Partner Appstore listing, and a dedicated FreeAgent programme carrying a 20% partner discount, supported by integration guides for specific workflow pairings such as Shopify to FreeAgent.

Merchants and fintechs, ranging from SMBs to multinationals, including UK-authorised payment and e-money institutions with CASS 15 safeguarding reconciliation obligations, eCommerce sellers on Shopify, Amazon, eBay and Etsy, and finance teams using Xero, FreeAgent, QuickBooks Online or Oracle NetSuite.

Geography

Equali is a UK-based provider; demo scheduling is hosted from London. Integrations cover UK bank feeds and Open Banking, multi-currency processing and international marketplaces, and the referenced customer Sunday operates in the US, France and the UK.

Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.

Key figures

latest reported

Data refresh frequencyJan 2025Every 15 minutes via API where available

Entry plan price (Lite, monthly)Jan 202515 GBP/month

Listed integrationsJan 202518 connectors

Premium plan price (monthly)Jan 202575 GBP/month

Reduction in manual effortJan 202595%

Total value reconciledJan 2025100,000,000 GBP

Company-reported or press-reported figures, each dated to when it was claimed — not independently audited.

Related companies · 8

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FinoptimalFinOptimal provides accounting automation and financial reporting services, offering software tools and managed accounting services for finance teams and accounting firms.

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Blackline SystemsBlackLine provides cloud software that automates financial close and accounting processes for enterprises. The platform unifies financial data and processes, eliminates manual work, and improves visibility and control over accounting operations.

ZenskarZenskar offers an AI-native platform that automates billing, invoicing, usage-based and subscription pricing, revenue recognition, and financial analytics for finance teams at growing companies. It uses AI agents with human-in-the-loop supervision, connects to CRMs, ERPs, and payment systems, and manages accounting across multiple entities and currencies.

HubiFiHubiFi provides revenue recognition and accounting automation software that reconciles subscription and usage-based revenue streams from payment processors like Stripe and posts audit-ready entries directly to ERPs. It handles complex billing models including pre-paid tokens, credit grants, and billed-in-arrears arrangements.

StacksStacks connects to a company's ERP and uses AI agents to automate the financial close process, from record-to-report through audit sign-off. It targets enterprise finance teams, automating reconciliations and manual close work while maintaining audit-ready trails and compliance controls.

alteryxAlteryx is a platform that automates data preparation, connection, and analysis using a no-code interface. It serves analysts and operations teams across enterprises seeking to connect data sources, apply business logic, and derive insights without requiring coding skills.

Companies working in the same space as Equali.

▸Research sources · 7

primary sources listed

Equaliequali.io · web

7 public sources were cited for this profile; the first-party ones are listed here.

Frequently asked questions

What does Equali do?: Equali is a UK-based provider of reconciliation and accounting automation software for payments, fintech and eCommerce businesses.
Who are Equali's investors?: Equali's investors include Techstars.
Where is Equali headquartered?: Equali is headquartered in London, GB.