OUR STORY
The Afirmo Story
Afirmo was founded with a clear mission: to transform the way small and medium-sized businesses manage their finances, tax, and accounting — making it simpler, smarter, and affordable.
Afirmo launched in New Zealand, backed by a founding team with deep experience in building scalable technology businesses, alongside investment from internationally recognised entrepreneurs and private backers. New Zealand has served as an ideal proving ground — an engaged, tech-forward market that has helped shape a product built for global scale.
The opportunity became clear as two powerful technologies matured simultaneously. Open Banking enabled secure, real-time analysis of financial data, while advances in artificial intelligence made it possible to automate complex, time-consuming processes. Together, they created the foundation for a new kind of financial platform — one that could genuinely serve the needs of business owners rather than demanding they adapt to the limitations of legacy software.
The problem Afirmo set out to solve is significant. Existing accounting tools are either too basic — often overtaxing sole traders and delivering poor outcomes — or too complex and costly for the small businesses that need them most. Meanwhile, skilled accountants spend a disproportionate amount of their time on routine compliance work, leaving little capacity for the advisory and strategic support that truly adds value for their clients. The legacy system wasn’t working for anyone.
The tax landscape is also evolving rapidly. Governments worldwide are moving toward digital tax reporting, increased filing frequency, and mandatory online submission. The UK’s Make Tax Digital initiative has led the way, and other jurisdictions — including New Zealand and Australia — are following. Afirmo was built with this future in mind.
After four years of Afirmo’s rigorous development, the result is a comprehensive platform that brings together accounting, tax, and financial management in one seamless, intelligent solution. By harnessing AI-driven automation, Afirmo empowers business owners to stay on top of their finances with confidence, while giving accountants the tools they need to focus on higher-value work.
The vision extends well beyond New Zealand. Afirmo is designed to operate across borders, supporting small and medium-sized enterprises wherever they are. The platform’s architecture, and the regulatory tailwinds driving tax digitalisation worldwide, position Afirmo for meaningful international growth.
The ambition is straightforward: to be the go-to financial platform for small businesses around the world — reducing costs, improving outcomes, and giving business owners the clarity and confidence to focus on what they do best.
The Founding of Afirmo
Afirmo’s founding team brings together complementary expertise across technology, business, and finance.
Rob Rolls, Founder and CEO (Chief Executive Officer)
Rob Rolls, Founder and CEO, brings a strong background in accounting and technology entrepreneurship, with experience scaling digital platforms to significant market share in competitive environments. His understanding of the financial challenges facing small businesses sits at the heart of Afirmo’s product vision.
Mary Fitzgerald, Co-Founder (Board Director)
Mary Fitzgerald, Co-Founder, brings extensive experience in marketing and journalism, giving Afirmo a sharp commercial instinct and a clear voice. Her ability to translate complex financial concepts into accessible, compelling communication has been central to building a product that resonates with everyday business owners.
Ertan Sarikaya, Co-Founder and CTO (Chief Technology Officer)
Ertan Sarikaya, Co-Founder and Chief Technology Officer, has spent his career building sophisticated software platforms. His technical leadership has been instrumental in architecting Afirmo’s automated tax and accounting engine — a system built for scale, reliability, and continuous innovation.
Joachim Schoss (Strategic Investor and Advisor)
Joachim Schoss, Strategic Investor and Advisor, is a widely respected European entrepreneur and investor with a track record of backing high-growth technology businesses. His early conviction in Afirmo, combined with his global network and commercial acumen, has been a significant asset as the company prepares for international expansion.
Together, the team combines the technical depth, industry knowledge, and commercial experience to execute on Afirmo’s ambition — and the credibility to take it global.