UpCounting was established by three friends—Abir, Max, and Jonathan—who began their careers together at EY on the same day. Despite their diverse career paths, they recognized a common issue within traditional accounting firms: a lack of focus on delivering client value and fostering growth. Motivated to change this, they envisioned UpCounting as a modern accounting firm where accountants genuinely understand and prioritize their clients’ businesses and ambitions. Today, UpCounting stands as a comprehensive partner for direct-to-consumer (DTC) brands, offering specialized expertise across ecommerce, marketing, accounting, financial modeling, and tax services, all aimed at supporting sustainable growth.