Hellobooks
“Can a services-firm exit fund an AI bookkeeping product that undercuts QuickBooks globally on price while actually closing the month for you?”
Founded2025
HQAhmedabad, Gujarat, India (US entity: Lewes, Delaware)
FoundersCA Rushabh Shah, CA Harnish Shah
Total raisedSelf-funded
Latest roundBootstrapped (funded from Meru Accounting exit proceeds, 2025)
IndustryHorizontal SaaS / Accounting
The story
HelloBooks is the second act of the Shah brothers' 12-year accounting-services career. After scaling Meru Accounting to 300+ professionals and 1,000+ SMB clients across five countries, they sold to Confiance Biz Sol in January 2025 and turned their operating knowledge into an AI-native bookkeeping product. Positioning is aggressive: undercut QuickBooks/Xero on price, ship all 154 features on every plan, and use an AI agent (Munim Ji) to actually close the books rather than just record entries. Multi-country from day one — same ledger runs US 1099s, UK MTD, IN GSTR, AU BAS.
Product timeline
2013
Rushabh Shah founded Meru Accounting, an outsourced bookkeeping firm in Ahmedabad.· founding
2025
Sold Meru Accounting to Confiance Biz Sol Pvt Ltd (Jan 2025); founders pivoted full-time to build HelloBooks.ai.· acquisition
2025
Launched HelloBooks.ai — AI-native bookkeeping platform across India, US, UK, Australia, and UAE.· pivot
2026
SOC 2 Type II certification; launched multi-country compliance hubs (US 50-state sales tax, UK MTD, IN GSTR, AU BAS/STP, CA GST/HST).· compliance
2026
Launched public MCP server at agents.hellobooks.ai — one of the first accounting products to expose data via Model Context Protocol for AI agents.· product
The stack
4 layers disclosed in Hellobooks’s embedded-finance stack
Payroll
in the full report
Open banking
in the full report
Accounting
in the full report
Accounting gap: none
13 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.