We Built Zefraelelyra Because Spreadsheets Weren't Enough
Back in 2018, our founding team spent more time wrestling with Excel than actually analysing data. We'd compile reports for clients, but by the time everything was formatted and verified, half the insights were already outdated. There had to be a better approach for businesses that needed answers today, not next week.
The Problem We Kept Seeing
Most financial analysis software felt like it was designed by engineers who'd never actually run a business. You needed a manual just to generate a basic cash flow report. And the price tags? Absolutely unrealistic for small to mid-sized operations trying to make smart decisions without breaking the bank.
We talked to accountants in regional centres who were still manually cross-referencing data across multiple platforms. Business owners who couldn't get quick answers about their margins because their tools were too complicated. Financial advisors who spent billable hours on data prep instead of strategy.
Starting From Real Experience
Our founders — Bridget Thornhill and Yakov Shevchenko — came from opposite ends of the finance world. Bridget had spent years in corporate financial planning, watching good analysis get buried under bureaucracy. Yakov worked with startups where every dollar mattered and decisions needed backing yesterday.
They met at a fintech conference in Melbourne, bonded over shared frustrations, and started sketching ideas on napkins. What if analysis tools actually worked the way finance professionals think? What if you could import messy data and get clean insights without spending hours on formatting?
Within six months, they'd built a prototype. Within a year, they had their first twenty clients — mostly through word of mouth from frustrated accountants who were tired of the status quo.
How We Actually Build Things
Here's something different about Zefraelelyra: we don't add features because they sound impressive. Every tool in our platform exists because someone specifically asked for it to solve an actual problem they were facing.
Our variance analysis module came from a manufacturing client in Adelaide who needed to track material cost changes across suppliers. The forecasting tools were built after conversations with hospitality groups trying to manage seasonal cash flow. The multi-entity consolidation? That was requested by a bookkeeper managing twelve related companies who was drowning in reconciliation work.
Growing Without Losing Focus
Building the Foundation
Started with three core modules: cash flow analysis, ratio tracking, and custom reporting. Our first office was Bridget's garage in Dubbo. We signed fifteen clients in our first year — mostly accounting firms and small business advisors who were willing to try something new.
Regional Expansion
Opened our second location and hired our first support team members. Added integration capabilities with major accounting software after clients kept requesting it. By mid-2021, we were working with businesses across regional NSW and into Queensland — still primarily through referrals.
Refining the Platform
Instead of chasing rapid growth, we spent eighteen months improving what we'd already built. Faster processing times. Better data visualisation. More flexible reporting options. We lost a few potential clients who wanted features we didn't have, but kept the ones who valued reliability and support over flashy extras.
Steady Growth, Same Values
Now working with over two hundred businesses across Australia. Our team has grown to seventeen people, but we've kept the same approach: listen first, build second, support always. We're still based in Dubbo because it keeps us grounded and connected to the regional businesses that shaped our platform from the start.
What Actually Matters to Us
Honest Capability
We're upfront about what our tools can and can't do. If your needs are better served elsewhere, we'll tell you. Building trust matters more than closing every sale.
Real Support
When you contact us, you get people from our team who actually understand the platform. No offshore call centres, no scripted responses. Just genuine help from people who want you to succeed.
Practical Innovation
We improve our tools based on how people actually use them. Every update solves real problems — not just adding features because competitors have them.
Accessible Pricing
Financial analysis shouldn't be a luxury for large enterprises only. We price our platform so regional businesses and smaller operations can access the same quality tools without sacrificing other investments.
Long-Term Thinking
We're not chasing venture capital or planning a quick exit. We're building a sustainable business that serves our clients well — this year, next year, and beyond.
Data Security
Financial data is sensitive. We take security seriously with proper encryption, regular audits, and transparent practices. Your information stays yours — we're just the tool that helps you understand it better.
