Reuben Bergola is the founder, Managing Partner and CEO of New Wave Group: accounting and business advisory, financial planning, law, SMSF and the Empwr coaching programs, run from Mermaid Beach on the Gold Coast with more than 90 team members across the group in Australia and the Philippines.
He does not run a client book. His job is the firm itself: the strategy, the standard every client team works to, and the systems behind it. New Wave builds its own software for bookkeeping, reporting and advice, and Reuben leads that program personally, which is why the firm describes itself as AI-first rather than just tech-enabled. Through Empwr for Firms he now teaches other accounting practices the same operating model.
He is a business owner as well as an adviser. Alongside the group he owns and backs medical clinics across Australia, ecommerce businesses, property development and tech, so the problems New Wave clients bring, cash flow, structure, people and the next site, are ones he deals with in his own businesses every week.
Reuben is a Chartered Accountant and registered tax agent (TPB 25483393) with a Bachelor of Commerce and Accounting. He has worked in accounting since 2009 and has run New Wave for ten years, in which time he and the firm have been recognised by Intuit, Accountants Daily and the Young Entrepreneur awards. He hosts the Business Uncut podcast, and runs group coaching for Gold Coast business owners. New Wave partners with a select group of founders doing $1M and up, and he holds the firm to the outcome, not the lodgement.
Recognition
- Intuit Firm of the Future, winner
- Accountants Daily 30 Under 30, winner
- Gold Coast Young Entrepreneur, winner
- Australian Young Entrepreneur, finalist
- Accountants Daily Awards, finalist