HelloBooks.ai — AI Bookkeeping & Accounting Software AI bookkeeping and automated accounting. Categorization, reconciliation, reporting, and integrations — Free Plan, no credit card required.
Press & Media
Founder bios, key facts, acquisition coverage, quote bank, and brand assets — everything reporters need in one place. Press inquiries: hello@merufintech.com.
Key facts about HelloBooks.ai
- Founded
- 2023 (HelloBooks.ai); founders previously founded Meru Accounting in 2013
- Headquarters
- Ahmedabad, India + Soor LLC (Delaware, USA)
- Live in
- India, United States, United Kingdom, Australia, United Arab Emirates
- Founders
- CA Rushabh Shah, CA Harnish Shah — brothers, both Chartered Accountants
- Prior exit
- Meru Accounting acquired by Confiance Biz Sol Pvt Ltd, January 2025 (combined organisation = 1,500+ professionals)
- Team
- 50-person engineering organisation at Meru Technosoft Pvt Ltd
- Funding
- Self-funded from exit proceeds (₹1.5 crore / ~$180K invested)
- Trust & compliance
- SOC 2 Type II · ISO 27001 · GDPR
- Product surface
- 154+ features across web, iOS, and Android
- AI architecture
- Agentic AI bookkeeper with 80+ MCP tool-call modules (live in production)
- Pricing
- Permanent free tier; Pro $19.99/mo; CPA Partner Plan $59.99/mo + $4.99/client
- Sibling products
- HelloTime (time tracking + payroll), HelloGrowth CRM (sales pipeline) — same auth, same tenant, same AI wallet
Bios & headshots
Both founders are Chartered Accountants and brothers. They built and exited Meru Accounting (300+ professionals, 1,000+ SMB clients) to Confiance Biz Sol Pvt Ltd in January 2025 before going full-time on HelloBooks.ai.
Co-Founder & CEO
CA Rushabh Shah
Rushabh founded Meru Accounting in Ahmedabad in 2013 and grew it over 12 years into one of India’s leading outsourced bookkeeping firms with 300+ professionals serving 1,000+ SMB clients across the US, UK, Australia, New Zealand, and India. He sold Meru to Confiance Biz Sol Pvt Ltd in January 2025 and went full-time on HelloBooks.ai. Chartered Accountant. Based in Ahmedabad.
Co-Founder
CA Harnish Shah
Before HelloBooks.ai, Harnish co-led Meru Accounting alongside his brother Rushabh, after stints at Deloitte (audit), Torrent Power, and managing a US-based outsourced accounting practice. Working with 1,000+ SMB clients across India, the US, the UK, and Australia shapes how he designs HelloBooks today. Chartered Accountant. Based in Ahmedabad.
Acquisition coverage — Meru Accounting → Confiance Biz Sol
The founders’ prior firm was acquired by Confiance Biz Sol Pvt Ltd in January 2025, covered by industry-of-record publications. Combined organisation = 1,500+ professionals.
Founder quotes you can use
All quotes are on the record and approved for republication. For new quotes specific to your story angle, email hello@merufintech.com.
“Twelve years of running a 300-person accounting firm taught us exactly which workflows software was failing at. HelloBooks is the product we wished existed every day during those years.”
— Rushabh Shah, Co-Founder & CEO
“Every AI-accounting startup is built by engineers who think they understand accounting. We’re built by accountants who learned to build software. The order matters.”
— Harnish Shah, Co-Founder
“The US AI-accounting cohort has raised $3.4 billion to serve roughly 30 million US SMBs. We’re going after the 100 million SMBs outside the US — at a free entry tier — because nobody else can ship multi-country tax.”
— Harnish Shah, Co-Founder
“There’s a category called “AI assistant” and a category called “AI agent.” The first one answers questions. The second one does the work. HelloBooks is the second one — and we’re the only accounting product with it shipped.”
— Rushabh Shah, Co-Founder & CEO
“When we sold Meru Accounting, the cheque was the easy part. The hard part was admitting that the 1,000 clients we served were still using software that hadn’t fundamentally improved in 15 years. HelloBooks is our answer to that.”
— Rushabh Shah, Co-Founder & CEO
“We’re not trying to win one country. We’re trying to win one customer in every country where SMBs need help. Multi-country tax built natively is what makes that possible.”
— Harnish Shah, Co-Founder
Logos, screenshots, and brand kit
Use these in your story. All assets are released under a press-use license — attribution to “HelloBooks.ai” appreciated, not required.
Need a specific asset that isn’t listed? Email hello@merufintech.com — we usually turn requests around the same day.
Press inquiries
Email is the fastest path. Both founders read every press email personally and reply within 24 hours.