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Zero-touch eCommerce accounting for FreeAgent

Your sales channel payouts posted to FreeAgent automatically. Sales, fees, refunds and VAT are split out and matched to the penny.

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FreeAgent customers get 20% off

Connected to:

  • Shopify
  • Amazon
  • eBay
  • Etsy
  • Stripe
  • FreeAgent

+ more

From payout to FreeAgent in four steps

Set up once. After that, every settlement is reconciled and categorised before it reaches FreeAgent.

  1. Connect your sales channels, payments and accounting systems in minutes.

    14-day free trial

  2. A guided setup walks you through your tax settings, FreeAgent categories and how you want to post.

    14-day free trial

  3. Review each settlement's reconciliation status at a glance, so you know it matches the payout before it posts.

    14-day free trial

  4. Post categorised settlement breakdowns to FreeAgent, with sales, fees and refunds each on their own line.

    14-day free trial

Trusted by merchants & FinTechs

Unified automation that cuts manual work, risk and complexity: from SMBs to multinationals

Company logoCustomer Story

"Thanks to Equali, we are able to control in detail the end-to-end flow of all transactions processed, giving us greater visibility and enabling us to detect any potential leaks or anomalies along the way."

Wouter van HaaftenCFO, Sunday

Interview Transcript

Wouter van Haaften, CFO of Sunday, on reconciling with Equali

Sunday is a financial technology company that was established in 2021. The company specialises in payment solutions for the restaurant and broader hospitality industry. It operates in three core geographies (the US, France and the UK) and currently employs 130 people across offices in Atlanta, Chicago, London and Paris.

My role as head of finance is to lead the finance and accounting teams, and my responsibilities are mainly about driving Sunday's financial roadmap and making sure our finances remain healthy.

The core challenge we face at Sunday relates to the fact that we process millions of transactions on a weekly basis on behalf of the restaurants. When, in addition to the volume of transactions, we take the complexity of working with several partners along the value chain, it makes the reconciliation exercise very complex from a finance and accounting standpoint.

We decided to work with Equali first and foremost because of the team. The team, coming from a broad range of experience within the FinTech and payments industry, gave us confidence that they would understand our problem and also provide us with the right solution.

In addition, Equali offered us dedicated customer support, on which they have delivered constantly for the past year. Every piece of feedback we have provided has been taken with great seriousness, and they have adjusted their product to suit our specific needs.

We use Equali mainly on the reconciliation front, making sure that the money we collect from the restaurant guest ends up in the right bank accounts at the right time. Equali provides us with an additional layer of confidence that our team's work is accurate.

Beyond the reconciliation piece, we also use Equali for two specific use cases:

First, our cash in transit: having a good understanding of the amount of money flowing through our systems at all times, still due to restaurants.

And second, fee reconciliation: making sure that the money we are being charged by our partners is correct.

The value that Equali provides Sunday today is, first, great control and visibility into the funds that flow through our system. But also, leveraging Equali enables our product and engineering teams to focus on revenue and growth-driven initiatives, such as building new features for the restaurants we serve. And on the finance side, it helps us focus on the more strategic projects, such as optimising our P&L and being a real strategic business partner for the teams.

MonthlyAnnual Save ~17%

Lite

£15/mo£12/mo

+ VAT/sales tax where applicable

1 store1 month of history on setup
  • 1 sales or payment integration
  • 2 click journal entry posting
  • Settlement reconciliations
  • Dashboard & standard reports
  • Payment Search
  • Tax Items
Start 14-day trial
Most popular

Pro

£30/mo£24/mo

+ VAT/sales tax where applicable

Up to 3 stores6 months of history on setup
  • Everything in Lite
  • Up to 3 sales or payment integrations
  • Slack support
  • Daily, weekly or monthly scheduled reports
  • Multi-Store Support
Start 14-day trial

Premium

£75/mo£60/mo

+ VAT/sales tax where applicable

Up to 5 stores12 months of history on setup
  • Everything in Pro
  • Unlimited sales or payment integrations
  • Custom reporting
  • Ad-hoc Reports
  • File Upload
Start 14-day trial
Compare all features
Feature
LiteStart trial
ProStart trial
PremiumStart trial
Sales & Payment IntegrationsIncludes eCommerce platforms (e.g. Shopify, Amazon) and payment providers (e.g. Stripe). May require additional setup.13 Unlimited
Accounting IntegrationsIncludes accounting systems (e.g. Xero). May require additional setup.
Data Update FrequencyHow frequently payment and order data is refreshed via API (where available).Every 15 minutesEvery 15 minutesEvery 15 minutes
Historical Data (On Setup)Amount of past payment/order data processed during initial setup (via API where possible).1 month6 months12 months
Upload FilesUpload and map CSV, XLS, XLSX or TXT files directly in the Equali dashboard.--
Multi-Currency SupportReconcile and report on transactions in multiple currencies.
Multi-Entity SupportManage and reconcile data across multiple legal entities, subsidiaries or stores in one account.-
Categorisation & Tagging For Journal EntriesRevenue sub-ledger with categorised breakdowns for posting to specific journals (revenue, fees, etc).
Journal Entry PostingDirectly post categorised journal entries to your linked accounting system.
Link Journal Entries To Orders/PaymentsTrace and link posted journal entries back to the original order or payment record.
Settlement ReconciliationReconciles settlements vs individual payments and related entries.
Payment ReconciliationMatches payments from providers with orders from eCommerce platforms, including refunds and chargebacks.--
Payment SearchSearch for any payment or order using several data points directly from the dashboard.
Advanced Reconciliation ToolsBrowse reconciliation results, review reports, resolve breaks and understand why they occurred.--
Reconciliation Approval WorkflowA second approver reviews and authorises reconciliation changes before they take effect.---
Split Settlements At Month-EndSplit a settlement that spans a month end so each period's figures are accurate.-
Customisable Analytics DashboardCustomisable analytics dashboard with advanced filtering, KPIs and reconciliation breakdown.
ReportingStandard and customisable scheduled and on demand reporting.StandardStandardCustom
Scheduled ReportsAutomated reports delivered on a chosen cadence (daily, weekly or monthly) via the dashboard.MonthlyDaily, Weekly or MonthlyDaily, Weekly or Monthly
Ad-hoc ReportsGenerate custom reports on demand without waiting for a scheduled run.--
Manual Financial EntriesAdd one-off financial entries directly, outside the automated feed, for cases the connectors don't cover.--
Tax ItemsMapping and categorisation of tax rates and items from sales channels and payments, for accurate tax reporting and journals.
Transaction ViewBreakdown of each transaction, showing all financial entries associated with the order, including sales, refunds, fees and tax.
Help and supportAvailable support channels and documentation.Help centre & support chatHelp centre, support chat & SlackHelp centre, support chat, Slack & phone
Accountant AccessDedicated read-only or restricted logins for accountants and external advisors.
Ready to get started?14-day free trial on self-serve plans
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PremiumStart 14-day trial

Equali: FreeAgent FAQs

Which sales channels does Equali connect to FreeAgent?

Equali connects Shopify, Amazon, eBay, Etsy and Stripe to FreeAgent. Each one posts on its own. Premium plan users can also send data as a CSV or Excel file.

How do I connect Shopify to FreeAgent?

Equali connects Shopify to FreeAgent from the Shopify App Store, or by a direct link. You do this in the Connect step of setup. Once linked, Shopify payouts post to FreeAgent on their own, with sales, fees, refunds and VAT split out.

How do I connect Amazon to FreeAgent?

Equali connects Amazon to FreeAgent through the Equali app in Amazon's Appstore. Open the listing and sign in with your Amazon account to link it. Once linked, Amazon settlements post to FreeAgent on their own, with sales, fees, refunds and VAT split out.

How do I connect eBay to FreeAgent?

Equali connects eBay to FreeAgent from the Connections step of setup. Select Connect on the eBay card, then sign in to eBay and grant Equali access. Once linked, eBay payouts post to FreeAgent on their own, with sales, fees, refunds and VAT split out.

How do I connect Etsy to FreeAgent?

Equali connects Etsy to FreeAgent from the Connections step of setup. Select Connect on the Etsy card, then sign in to Etsy and grant Equali access; Equali checks your shop is open before it connects. Once linked, Etsy payouts post to FreeAgent on their own, with sales, fees, refunds and VAT split out.

How does Equali handle VAT in FreeAgent?

Equali posts the tax your sales channels provide on every sale, refund and fee to FreeAgent. Where a channel does not provide tax for a line, Equali estimates it from your tax profile, which you confirm during setup: whether you are VAT-registered, your tax country and your rate.

How does my free trial work?

Equali offers FreeAgent customers a 14-day free trial on their real payouts, completely free. A card is taken at signup so the plan can continue smoothly if you stay, but nothing is charged during the trial. Cancel from the Billing page before the trial ends to avoid any charge; otherwise the plan continues at your discounted FreeAgent price.

How long does setup take?

Setup with Equali and FreeAgent takes just minutes, in four steps. Connect your sales channels and FreeAgent. Set up your profile in the guided setup: your tax settings, FreeAgent categories and how you want to post. Review each settlement's reconciliation status. Then post categorised settlement breakdowns to FreeAgent. Most customers post their first settlement the same day.

How much does Equali cost for FreeAgent customers?

Equali costs FreeAgent customers from £12 a month billed annually, or £14.40 billed monthly, with the 20% FreeAgent discount already applied. Your price depends on the plan (Lite, Pro or Premium) and how many orders and payments you process each month. Every plan starts with a 14-day free trial.

How do I get the FreeAgent discount?

Equali applies the FreeAgent discount automatically, with no code to enter. Select FreeAgent when sign-up asks which accounting system you use, or start your trial from this page, and the 20% off is applied at checkout with no extra step.

Which FreeAgent categories does Equali post to?

Equali suggests FreeAgent's standard categories, for example Sales for sales and refunds and Bank/Finance Charges for marketplace and payment fees. You can change any of these mappings to suit your own chart.

How does Equali match Stripe payouts and automated VAT splits to FreeAgent?

Equali links Stripe payouts directly to your FreeAgent categories. It splits out gross charges, fees, refunds, and UK VAT so your bank feed matches your net payout to the penny.