Behind Every Smart Financial Decision
We started liunaseena because we believed Australian businesses deserved simpler, clearer ways to understand their expenses — and we've been proving that belief right since 2018.
Our Beginning Story
Back in 2018, Thaddeus Cromwell was sitting in a Melbourne café, watching small business owners struggle with receipts scattered across their tables. These weren't lazy people — they were hardworking entrepreneurs who simply couldn't find the time to make sense of their spending patterns.
That's when it hit him. What if there was a way to make expense categorization feel less like accounting homework and more like understanding your business? Not through fancy algorithms or complex software, but through clear, practical systems that actually worked for real Australian businesses.
So we built liunaseena with one simple goal: help business owners see where their money goes without needing an accounting degree to figure it out.
What We Actually Do
We take the mystery out of business expenses. No magic formulas, just practical categorization that makes financial sense.
Smart Categorization Systems
We help you build expense categories that match how your business actually works. No forcing square pegs into round holes — just logical groupings that make sense when you're making decisions.
Practical Implementation
We don't just hand you a system and walk away. We work alongside your team to make sure the categorization actually sticks and becomes part of your daily routine, not another chore to forget about.
Clear Financial Insights
Once your expenses are properly organized, you start seeing patterns. Where money gets wasted, which investments pay off, and what expenses actually drive your business forward.
Ongoing Support
Business changes, and so do expense patterns. We stay connected to help you adjust your categorization system as your business evolves, ensuring it continues working for you.
How We've Grown
Seven years of learning, adapting, and getting better at what we do. Here are the moments that shaped liunaseena into what it is today.
2018 - The Start
Founded liunaseena with just Thaddeus and a laptop. Our first client was a Brisbane bakery that couldn't figure out why they were losing money despite busy mornings.
2020 - Growing Pains
Pandemic hit and suddenly every business needed to understand their expenses better. We helped 200+ Australian businesses reorganize their finances during the uncertainty.
2023 - Expansion
Moved to our current office in Molendinar and expanded our team. Started focusing specifically on expense categorization rather than trying to do everything financial.
2025 - Today
Now helping businesses across Australia make sense of their spending. Same mission, better systems, and a team that actually understands what small business owners go through.
Thaddeus Cromwell
Founder & Lead Consultant
Thaddeus spent fifteen years watching businesses struggle with financial organization before starting liunaseena. He believes that good expense categorization shouldn't require a PhD in accounting — just common sense and systems that actually work for real businesses.