About Us
We are more than just accountants — we are your trusted partners, committed to supporting your business growth and simplifying your financial journey.
ASA Story
The ASA story begins with a vision to change the way accounting supports regional Australia.
Founder Samantha Dean saw urgent problems: financial services pulling out of country towns, a shortage of technically trained accountants, and a loss of genuine connection between advisers and clients. Banks, lawyers, and accountants were disappearing, leaving businesses without guidance locally. Yet rural communities are rich with human potential and strong networks. Sam recognised the chance to create career paths for locals and fresh, community-driven approaches that put connection back at the centre of financial advice.
From this vision, ASA was born. Our mission is twofold.
- Empower rural and regional clients with education, tools, and accounting support tailored to their unique needs.
- Build sustainable career pathways for accountants and advisers who want to live and work in rural communities.
What started as an idea and conversation culminating with the purchase of the first site in Murgon through the acquisition of AKA Accounting has evolved into a broader company with people based across Queensland. We continue to grow through acquisitions, partnerships, and collaboration with local councils, financial advisers, and community groups.
A key part of this story is the partnership between Samantha Dean and Justin Maddock. Sam and Justin first worked together more than 15 years ago in Toowoomba and later in Brisbane, and over that time developed a strong professional respect for each other’s skills. Justin brings a unique ability to simplify the most complex tax structuring and link it seamlessly into clients’ overall strategies. With his technical expertise and Sam’s vision for community-driven, connector-style accounting, ASA has been shaped to solve the challenges they’ve both witnessed for years. Based in Bundaberg, Justin now leads much of ASA’s regional expansion while driving the technical excellence that underpins everything we do.
For us, growth is not just about size — it’s about impact. ASA actively runs community education programs, school pathways, and workshops to ensure financial literacy becomes a shared strength in regional towns. We also invest heavily in training our staff, ensuring they develop not just technical knowledge but also communication and connection skills that are vital in today’s world.
Today, ASA is a proudly regional firm with a national outlook. We stand for innovation in accounting, resilience in community, and creating futures where both clients and accountants can prosper together.
Why ASA?
Choosing the right accounting partner is about more than technical expertise — it’s about trust, communication, and understanding your world.
At ASA, we combine decades of accounting experience with a fresh, community-minded approach that sets us apart.
Here’s why businesses, councils, and individuals choose ASA.
- We speak your language. We don’t just deliver reports; we help you understand them. Our focus is on education and clarity so you can make confident decisions.
- We’re invested in your community. We live and work in the regions we serve, so we understand the realities of rural life and business. When you succeed, the whole community benefits.
- We provide career pathways. By training and employing local talent, we keep accounting skills in rural areas. That means stability for clients and opportunities for the next generation.
- We balance tradition with innovation. Whether it’s bookkeeping, tax, or strategic planning, we combine tried-and-true accounting knowledge with modern technology and AI-driven processes to give you faster, smarter results.
- We’re more than accountants. From financial literacy workshops to succession planning and virtual CFO services, we support every stage of your business journey.
When you choose ASA, you’re choosing a partner who will walk alongside you — not just at tax time, but all year round.
Meet The Team
Experienced. Dedicated. Here for you.
Location: Toowoomba and Murgon
Sam Dean is a Chartered Accountant and visionary business leader with a passion for empowering regional communities through financial literacy and accessible professional services. With decades of experience in accounting, business structuring, and strategic planning, Sam has dedicated her career to ensuring that high-quality advice and career opportunities remain in rural and regional Australia.
Sam’s approach goes beyond the numbers. She is committed to helping business owners not only understand their financial data but truly love it—transforming figures into practical tools for clarity, growth, and confidence. This philosophy led to the founding of Accounting Services Australia (ASA), a firm grounded in the values of Prosperity, Enthusiasm, Community, Teamwork, Professionalism, and Innovation.
Guided by a belief that regional businesses deserve tailored, strategic advice that reflects their unique challenges and opportunities, Sam focuses on building resilience and long-term prosperity for her clients and their communities. Whether through mentoring, developing educational content, or collaborating with like-minded professionals, she is dedicated to creating pathways that strengthen both businesses and people.
Living on a property between Gatton and Toowoomba, Sam is also a passionate horse rider. Her rural lifestyle isn’t just a backdrop—it’s a daily practice in balance: family, business, and personal passions working in harmony. This lived experience fuels her empathy and insight when guiding clients toward sustainable success.
Location Bundaberg
Justin Maddock is a dual-qualified Chartered Accountant and CPA with more than 20 years’ experience in public practice. Known for his technical expertise in taxation and structuring, Justin has worked with a wide range of clients from large corporates to regional family businesses.
His career highlights include establishing a Melbourne office for a leading Darling Downs firm, implementing paperless systems, and leading technical tax teams in Brisbane. Recognised early for his strengths in tax—earning the top national CPA award—Justin has continued to build his reputation as a highly skilled and detail-driven advisor.
Now based in Bundaberg with his family, Justin combines his professional expertise with a strong personal connection to regional Queensland. A keen scuba diver and swimmer, he values the balance of lifestyle and work that comes with living in a regional centre. This practical understanding of regional life shapes his approach with clients: technical excellence in tax, delivered with a clear appreciation for the realities and opportunities of doing business in regional Australia.
At ASA, Justin’s technical expertise in tax and structuring complements Samantha Dean’s community-driven vision. Together, they are committed to ensuring regional businesses not only meet their compliance obligations but also thrive through strong strategy and long-term planning.
Partnerships
