“Can a services-firm exit fund an AI bookkeeping product that undercuts QuickBooks globally on price while actually closing the month for you?”
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.
Hellobooks connects to bank accounts through Plaid and UK Open Banking (unspecified aggregator).
Hellobooks's payroll is powered by Gusto (private preview).
Hellobooks integrates with QuickBooks (one-time migration), Xero (migration), Tally 6.2 (sync), Zoho Books (migration), Stripe, Shopify, Google Drive, OneDrive and 2 others.
The Embedded Finance Index 2026 maps 5 layers in Hellobooks's stack: Payments / PSP (Stripe and Razorpay); Payroll (Gusto (private preview)); Open banking (Plaid and UK Open Banking (unspecified aggregator)); Accounting (QuickBooks (one-time migration), Xero (migration), Tally 6.2 (sync), Zoho Books (migration) and 6 others); Tax (Fynamics GSP (India GSTR filing)).
Hellobooks was founded by CA Rushabh Shah and CA Harnish Shah and is founded in 2025, headquartered in Ahmedabad, Gujarat, India (US entity: Lewes, Delaware).
Hellobooks has raised Self-funded in total (latest round: Bootstrapped (funded from Meru Accounting exit proceeds, 2025)).
Get a read on where your own stack stands against Hellobooks and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.