Built on Experience, Driven by Clarity
We started serionvaleth back in 2018 because too many business owners in Tasmania were drowning in spreadsheets but starving for insights. Seven years later, we're still doing what we set out to do—turning complex financial statements into decisions that actually matter.
How We Got Started
It was late 2017 when Marcus Ellwood left his corporate accounting role in Melbourne. He'd spent years watching companies make expensive mistakes because they couldn't read their own numbers properly. The reports were there—balance sheets, cash flow statements, profit and loss—but the meaning got lost somewhere between the data and the boardroom.
So he moved back home to Launceston with a simple idea: what if someone could explain financial statements the way they actually work, not just how they're formatted? By March 2018, serionvaleth opened its doors on Boland Street. Just Marcus, one intern named Sophie, and a belief that clarity beats complexity every time.
Established 2018
Seven Years of Growth
We've come a long way from that first year. Here's what actually happened along the way—the good bits and the learning moments.
Opening Day
Started with three clients who took a chance on a new firm. Spent most of the first six months explaining what we actually did differently. Turns out people needed time to trust that someone could make financial analysis less painful.
The Testing Year
When everything shut down, we had to pivot fast. Moved every consultation online within two weeks. Discovered that some clients actually preferred virtual meetings—they could review statements on their own screens. By December, we'd helped 47 businesses navigate pandemic-era financial uncertainty.
Team Expansion
Brought on Rachel Chen as our senior analyst after she'd spent eight years doing forensic accounting in Sydney. Her background in spotting financial patterns changed how we approached client reviews. That same year, we moved into a larger office space and added two junior analysts.
Regional Reach
Started working with clients across northern Tasmania and into regional Victoria. Launched quarterly workshops for business owners who wanted to understand their financials without committing to full consulting. First workshop had 12 attendees; by year's end we were capping sessions at 30.
What We're Building Now
Currently developing a resource library that breaks down common financial analysis scenarios. Planning our autumn 2025 workshop series with sessions scheduled between April and June. And we've added two more team members to handle increased demand for cash flow analysis work.
Straight Talk
We explain financial statements without jargon or accounting speak. If something's unclear in your numbers, we'll tell you in plain language what's happening and why it matters for your business decisions.
Context Matters
Every business has different circumstances. We don't use cookie-cutter analysis methods. Your industry, size, and growth stage all affect how we read your financial statements and what insights we prioritize.
Practical Focus
Analysis that sits in a report isn't useful. We connect financial insights to actual decisions you're facing—whether that's pricing changes, hiring plans, or equipment purchases. Theory takes a back seat to what works.
The People Behind the Analysis
We're a small team, which means you'll actually know who's working on your financial reviews. Everyone here has spent time in either corporate finance or business accounting before joining serionvaleth.
Marcus Ellwood
Founder & Lead AnalystSpent 11 years working in corporate accounting before starting serionvaleth. Marcus handles complex financial analysis and leads our client consultation process. He's particularly focused on helping businesses understand their cash flow patterns—something he learned the hard way during his own first business attempt back in 2015.
Rachel Chen
Senior Financial AnalystJoined us in 2022 after working in forensic accounting. Rachel specializes in identifying financial trends and building custom analysis frameworks for clients with unusual business models.
Our Approach to Client Work
We don't believe in one-size-fits-all financial analysis. Every business has different priorities, risks, and opportunities. So we start by understanding what decisions you're actually trying to make, then build our analysis around those specific questions.
Most of our client relationships last years, not months. That's partly because financial patterns take time to emerge, but mostly because we focus on teaching you to read your own numbers alongside providing analysis. You shouldn't need us for every financial question that comes up.
If you're dealing with financial statements that feel more confusing than helpful, we might be able to change that. Our next available consultation slots open up in early April 2025.
Get in Touch